Pinterest Effect - Andy Melchior - Bend WebCam
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Pinterest Effect - Andy Melchior - Bend WebCam

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Andy Melchior talking about Pinterest

Andy Melchior talking about Pinterest

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  • You’ve gotta talk about what’s HOT when it comes to social media. This tech space moves quickly and you’ll get left behind if you’re not moving with it. Pinterest is the Twitter of 2012. If you’ve been doing any reading lately online about social media you probably have read several articles about Pinterest.
  • Pinterest has had amazing growth in recent months. Compared to Tumblr.com, a similar service provider, that launched in Feb. 2007.
  • Now if the growth from Sept 11 through Dec. 11 isn’t exciting enough, look at their growth during January 2012.
  • Traffic growth has slowed in 2012, but users are on the rise. Users have grown by 75% in 2012.
  • This user-base is NOT the typical user-base as early adopters of a new social media platform. Much of the female user-base is coming from middle America, not the west coast and not a young male audience like you often find are the early adopters in the highly tech savvy space of social media.
  • This user-base is also a much older audience. Often times you find the early adopters of a new social media platform are much younger with the bulk of the user-base falling between the ages of 20-30 yrs. old.
  • The number 3.6% may not seem like a BIG number, but this is HUGE. The concept here is that Pinterest is referring 3.6% of the traffic on the web as a whole when it comes to retailers. That puts them third overall when you look at referring URL’s, meaning you’re leaving out search engines. Facebook is the clear giant in this space with 26% of the traffic, but Pinterest follows Twitter, by hair thin margin of 1/100th and think of the BUZZ Twitter generates out there in the media, etc.
  • And in Sept. Shareaholic released a report showing that Pinterest ousted Yahoo in organic traffic taking over the #4 spot.
  • And in Sept. Shareaholic released a report showing that Pinterest ousted Yahoo in organic traffic taking over the #4 spot.
  • Large companies are joining. Using Pinterest to show their products, industry, related images, etc.
  • Start by showing how some companies are using Pinterest creatively to show off their products, etc.
  • Get creative. Think how can I use Pinterest to sell my products, services, etc. If you’re a craft company, show your crafts on Pinterest. If you’re a restaurant take pictures of all your meals and feature them on a board at Pinterest. If you’re a plumber snap a photo of each job you complete and then drop those pictures on your blog and then PIN them. You need to think outside the box here.
  • Get creative. Think how can I use Pinterest to sell my products, services, etc. If you’re a craft company, show your crafts on Pinterest. If you’re a restaurant take pictures of all your meals and feature them on a board at Pinterest. If you’re a plumber snap a photo of each job you complete and then drop those pictures on your blog and then PIN them. You need to think outside the box here.
  • Even Visit Bend has setup the official Bend OR Pinterest page where they highlight community businesses, events, etc. How many of you recognize that room in the top left? Word of the day is Urban Chic
  • You gotta do the basics here people. So many companies and agencies I talk to these day are NOT on Pinterest. They are not using this platform to drive traffic or results. The general concept here is to create boards for your product lines, items, etc. However, don’t forget to create boards in all the outer areas that surround your business. If you sell office furniture have boards for your desks, chairs, etc., but also have boards for things associated with what you sell… technology boards, home furnishing boards, office supplies, business events, etc.
  • Flash is dead people. Sorry Adobe, but onward and upward to bigger and better things and Flash IS NOT it.
  • Now I’m going to give you 15 specific tips you’ll want to consider to optimize for Pinterest and for using Pinterest. We recently produced an infographic for a company named Pinnable Business and these images here are taken from that infographic. Mat is going to talk more about it later in his presentation, with regards to the case study… I’m going to provide you with the tips we laid out in the graphic.
  • For the more product-based businesses, TheFancy.com is an up and coming photo sharing social site that’s a store, blog, magazine and wish list all in one. Much like Pinterest, users can post photos and products, as well as, browse a plethora of featured items that tend to create like-minded communities, connecting users of similar tastes and styles. Having passed one million users as of August 2012, The Fancy is becoming a major interface for product exposure, promotion and, ultimately, sales.

Transcript

  • 1. The Pinterest EffectAndrew Melchior, Co-Founder andrew@avalaunchmedia.com@atraine
  • 2. • Pinterest (launched in March 2010) is a virtual pinboard that lets you bookmark to organize and share all the beautiful things you find on the web• You can create your own pinboards and you can browse other peoples boards as well• Core difference with Pinterest: It says Look at THIS, instead of Look at ME PINTEREST IS THE TWITTER OF 2012@atraine
  • 3. • Traffic grew by 429% from 9/11 through 12/11 to roughly 7.2 M in Dec. 2011 @atraine
  • 4. • Broke the 10 Million mark in January 2012 becoming the fastest independent site to hit 10 M uniques/month in the U.S.@atraine Source:TechCrunch
  • 5. 116% traffic growth in 2012 to 21.2M, 75% user growth @atraine Source: DOMO
  • 6. Percent of Pinterest users that are female@atraine
  • 7. Percentage of Pinterest users Between 25-55 yrs old@atraine Source: Mashable
  • 8. Percentage of retail referring traffic Pinterestaccounts for Facebook = 26.4% Twitter = 3.61%@atraine Source: Shareaholic
  • 9. Pinterest now the 4th largest organic traffic driver worldwide @atraine
  • 10. @atraine Source: Bizrate
  • 11. @atraine
  • 12. @atraine
  • 13. Travel companies and conferences companies use Pinterest to promote locations @atraine
  • 14. Avalaunch Media uses Pinterest to highlight recent content marketing and infographic pieces @atraine
  • 15. NORDSTROM uses Pinterest to highlight their fashion lines @atraine
  • 16. Utah based ZAGG features products, gadgets, other related things @atraine
  • 17. Gifts for Bloggers - Product retailers are making pinboards specific to markets GET CREATIVE!!! @atraine
  • 18. Visit Bend uses Pinterest to highlight community businesses, events, etc.@atraine
  • 19. Leveraging• Create a company account• Create boards for your products, services, interests• Pin images to your newly created boards• Make sure your pins are shared on your company Facebook and Twitter profiles @atraine
  • 20. Optimize for Make sure your site is optimized for Pinterest • Anything that is programmed in Flash CANNOT be pinned • Many JavaScript image preview tools block the option for pinning Test, Test, Test • Use the bookmarklet tool from Pinterest on your own site • Pinterest also offers a “Pin It” button you can add to products, images, etc. • There are Plugins out there for WordPress, and others @atraine
  • 21. Optimize for @atraine Mashable
  • 22. Optimize for @atraine Mashable
  • 23. Optimize for @atraine Mashable
  • 24. Case Study YouTube reports 4 billion+ daily video views! Average U.S. internet user watched 23.2 hours of online video comScore study for Dec. of 2011 @atraine
  • 25. Images Are Shared More Than Video Images Shared Effect More X 10 more According to StruckAxiom than @atraine
  • 26. Why Images Are Shared More Than Videos Effect vs. • People aren’t sure what the video is before they click it • Unknown time commitment • Not sure if they’ll want to share the video @atraine
  • 27. So, Can You Combine The Two? GungHo Case Study (h/t @NewspaperGrl)+ @atraine
  • 28. GungHo Case Study•Founder Danny Mason wanted touse social media to launch GungHo•Hired Plaid Social Labs to find theright YouTube celebrity to influencemen and women equally YouTube Channel•Found Charles and Ally Trippy “Internet Killed TV” @atraine
  • 29. Charles and Ally Trippy The Deal: Trippys agree to do a video review GungHo agrees to give away@atraine
  • 30. The Strategywww.gogungho.com/trippy SHARE FUNNY NINJA PICTURE @atraine
  • 31. The Results 69K hits within a few hours First 5000 samples were gone in 23 minutes Next 5000 were gone within ~ 90 minutes 5,700 bought orused the discount@atraine
  • 32. The ResultsBuyers Femal e 59% Men Women 80% of the women added a personal endorsement where as only 5% of the men @atraine
  • 33. The Results 1300 new followers 1100 new fans 5778 image pins before GungHo turned off the offer@atraine
  • 34. Because of •Store, blog, magazine, wish list •Surpassed 1 M users in August 2012 @atraine
  • 35. @atraine
  • 36. Because of @atraine
  • 37. @atraine
  • 38. @atraine
  • 39. Thank You!Andrew Melchior, Co-Founder andrew@avalaunchmedia.com @atraine@atraine