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The Pinterest EffectAndrew Melchior, Co-Founder           andrew@avalaunchmedia.com@atraine
• Pinterest (launched in March 2010) is a virtual pinboard  that lets you bookmark to organize and share all the  beautifu...
• Traffic grew by 429% from 9/11 through 12/11 to roughly 7.2 M in Dec. 2011          @atraine
• Broke the 10 Million mark in January 2012 becoming the fastest      independent site to hit 10 M uniques/month in the U....
116% traffic growth in 2012 to 21.2M, 75% user growth     @atraine        Source: DOMO
Percent of Pinterest users                that are female@atraine
Percentage of Pinterest users                  Between 25-55 yrs old@atraine   Source: Mashable
Percentage of retail referring                 traffic Pinterestaccounts for             Facebook = 26.4%              Twi...
Pinterest now the 4th largest organic traffic driver worldwide     @atraine
@atraine   Source: Bizrate
@atraine
@atraine
Travel companies and conferences companies use Pinterest                   to promote locations      @atraine
Avalaunch Media uses Pinterest to highlight recent content marketing                     and infographic pieces       @atr...
NORDSTROM uses Pinterest to highlight their fashion lines     @atraine
Utah based ZAGG features products, gadgets, other related things      @atraine
Gifts for Bloggers - Product retailers are making pinboards                     specific to markets                    GET...
Visit Bend uses Pinterest to highlight community            businesses, events, etc.@atraine
Leveraging• Create a company account• Create boards for your products, services,  interests• Pin images to your newly crea...
Optimize for  Make sure your site is optimized for Pinterest    • Anything that is programmed in Flash CANNOT be pinned   ...
Optimize for    @atraine   Mashable
Optimize for    @atraine   Mashable
Optimize for    @atraine   Mashable
Case Study             YouTube reports 4             billion+ daily video views!               Average U.S. internet user ...
Images Are Shared More Than           Video                Images Shared    Effect              More                  X 10...
Why Images Are Shared More Than            Videos   Effect                     vs.            • People aren’t sure what th...
So, Can You Combine The Two?        GungHo Case Study (h/t           @NewspaperGrl)+    @atraine
GungHo Case Study•Founder Danny Mason wanted touse social media to launch GungHo•Hired Plaid Social Labs to find theright ...
Charles and Ally Trippy           The Deal:           Trippys agree to do a video           review           GungHo agrees...
The Strategywww.gogungho.com/trippy                           SHARE FUNNY NINJA PICTURE                @atraine
The Results       69K hits within a few hours       First 5000 samples were gone in 23 minutes       Next 5000 were gone w...
The ResultsBuyers Femal e             59%                                          Men                                    ...
The Results           1300 new followers           1100 new fans           5778 image pins before                         ...
Because of        •Store, blog, magazine, wish list        •Surpassed 1 M users in August 2012 @atraine
@atraine
Because of @atraine
@atraine
@atraine
Thank You!Andrew Melchior, Co-Founder           andrew@avalaunchmedia.com                   @atraine@atraine
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Pinterest Effect - Andy Melchior - Bend WebCam

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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 of "Pinterest Effect - Andy Melchior - Bend WebCam"

    1. 1. The Pinterest EffectAndrew Melchior, Co-Founder andrew@avalaunchmedia.com@atraine
    2. 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. 3. • Traffic grew by 429% from 9/11 through 12/11 to roughly 7.2 M in Dec. 2011 @atraine
    4. 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. 5. 116% traffic growth in 2012 to 21.2M, 75% user growth @atraine Source: DOMO
    6. 6. Percent of Pinterest users that are female@atraine
    7. 7. Percentage of Pinterest users Between 25-55 yrs old@atraine Source: Mashable
    8. 8. Percentage of retail referring traffic Pinterestaccounts for Facebook = 26.4% Twitter = 3.61%@atraine Source: Shareaholic
    9. 9. Pinterest now the 4th largest organic traffic driver worldwide @atraine
    10. 10. @atraine Source: Bizrate
    11. 11. @atraine
    12. 12. @atraine
    13. 13. Travel companies and conferences companies use Pinterest to promote locations @atraine
    14. 14. Avalaunch Media uses Pinterest to highlight recent content marketing and infographic pieces @atraine
    15. 15. NORDSTROM uses Pinterest to highlight their fashion lines @atraine
    16. 16. Utah based ZAGG features products, gadgets, other related things @atraine
    17. 17. Gifts for Bloggers - Product retailers are making pinboards specific to markets GET CREATIVE!!! @atraine
    18. 18. Visit Bend uses Pinterest to highlight community businesses, events, etc.@atraine
    19. 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. 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. 21. Optimize for @atraine Mashable
    22. 22. Optimize for @atraine Mashable
    23. 23. Optimize for @atraine Mashable
    24. 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. 25. Images Are Shared More Than Video Images Shared Effect More X 10 more According to StruckAxiom than @atraine
    26. 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. 27. So, Can You Combine The Two? GungHo Case Study (h/t @NewspaperGrl)+ @atraine
    28. 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. 29. Charles and Ally Trippy The Deal: Trippys agree to do a video review GungHo agrees to give away@atraine
    30. 30. The Strategywww.gogungho.com/trippy SHARE FUNNY NINJA PICTURE @atraine
    31. 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. 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. 33. The Results 1300 new followers 1100 new fans 5778 image pins before GungHo turned off the offer@atraine
    34. 34. Because of •Store, blog, magazine, wish list •Surpassed 1 M users in August 2012 @atraine
    35. 35. @atraine
    36. 36. Because of @atraine
    37. 37. @atraine
    38. 38. @atraine
    39. 39. Thank You!Andrew Melchior, Co-Founder andrew@avalaunchmedia.com @atraine@atraine
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