THE COMPLETE MARKETING SUITE
FOR VISUAL NETWORKS

SMX Social Media
Las Vegas, Nov 21, 2013
Sharad Verma
CEO/Co-founder, Pi...
Consumer Shift:
Text Web

Self Selected

Visual Web
	
  

Social-Visual Streams
not

Web Pages
The Visual Web
Social Networks

Niche Visual Networks

E-Commerce Networks
Wanelo

Houzz

Mobile Photo Networks

Fancy
VISUAL NETWORKS VS. FACEBOOK

• 

Interest Graph

• 

Social Graph

• 

Public

• 

Closed

• 

Highly Viral

• 

Not-Vira...
VISUAL NETWORKS: SIZE & ENGAGEMENT

70M+ Users
30M+ MAUs
$0.78 Rev/Pin
$169 AOV
90% Organic pinning

150M+ Users

225M Mon...
PINTEREST IS THE GOOGLE OF VISUAL WEB

10 Repins

78 ¢ in Sales

2 Visits
& 6 Pageviews

On average a
Pinterest Pin
genera...
82% JUMP IN REPINS FOR RICH PIN BRANDS

INCREASE IN REPIN/PIN
250%

200%

150%

100%

50%

0%
1

2

3

4

5

6

7

8

9 10...
50% OF VISITS HAPPEN AFTER 3.5 MONTHS OF FIRST PINNING
CUMULATIVE VISITS/PAGEVIEWS FROM SITE’S OLDEST PINS
100.00%
90.00%
...
50% OF THE ORDERS HAPPEN AFTER 2.5 MONTHS OF PINNING

CUMULATIVE REVENUE/ORDERS FROM SITE’S OLDEST PINS
100.00%
90.00%
80....
HOW TO OPTIMIZE YOUR WEBSITE FOR PINTEREST?

Implement Pin-It
button on your
website

Handle out-ofstock gracefully

On-ho...
A LARGE JEWELRY BRAND GENERATED 34% OF ORDERS THROUGH BOARD PINS

Kept their boards
fresh with in-stock
products
How did t...
HOW TO OPTIMIZE YOUR PROFILE ON PINTEREST?

Pin often through
out the day

Make sure pins
point to the
product page

Keep ...
TOP 5

Recommendations
01
VISUALLY
MERCHANDIZE YOUR
WEBSITE WITH
TRENDING PINS
Immersive, Discovery Experience
Provide a visual discovery experie...
02
CONNECT WITH
PINNERS VIA EMAIL

3000
Pins

16%

Higher CTR

67%

Higher Open
Rate
03

Pinners	
  and	
  Repinners	
  engaged	
  in	
  different	
  /me	
  
intervals	
  for	
  Home	
  Decor	
  
600000	
  
5...
04
BUILD YOUR
COMMUNITY VIA
SELECTIVE, SEASONAL
AND AUTHENTIC
CONTESTS
1,400

Participants

Per Promotion Average Stats

3...
05
PRODUCT PINS TURN
PINNERS INTO
SHOPPERS

Higher
CTR

Higher
Visitbility

Search
Visibility

Price
Alerts
A STUDY OF 150,000 INSTAGRAM POSTS FROM 200 BRANDS

What opportunities
exist?

What is the role of hashtags
in post discov...
LIKES SEEM TO INCREASE WITH # OF HASHTAGS
% LIKES PER 100 POSTS
35%
30%

% of Likes

25%
20%

Lower confidence
due to spar...
HASHTAG USAGE IS UPSIDE DOWN: MISSED OPPORTUNITIES
HASHTAG USAGE FREQUENCY
35%
30%

% of Posts

25%
20%
% Frequency

15%
1...
>7 HASHTAGS MIGHT SEEM SPAMMY AND DIMINISH LIKES
% LIKES PER 100 POSTS IN DIFF NUM_HASTAGS
25%

% of Likes

20%

15%

Lowe...
ROI OF INCREMENTAL HASHTAGS
% INCREASE IN LIKES WITH EACH NEW HASHTAG
120%

% of Increase in Likes

100%

80%

60%

40%

2...
MASTERY ON VISUAL NETWORKS

Measure ROI

Post often

Use Hashtags

Re-publish UGC
content

Run Contests &
Sweepstakes

Run...
RESOURCES

www.piqora.com/resources	
  
blog.piqora.com	
  
businessblog.pinterest.com	
  
@piqora	
  on	
  twiCer	
  
Kel...
sharad@piqora.com

Thank You
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Pinterest and Instagram - Data Driven Actionable Insights

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Piqora's CEO, Sharad Verma discusses the shift to an image based web, and shares data driven insights on visual, interest-based networks Pinterest and Instagram.

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Pinterest and Instagram - Data Driven Actionable Insights

  1. 1. THE COMPLETE MARKETING SUITE FOR VISUAL NETWORKS SMX Social Media Las Vegas, Nov 21, 2013 Sharad Verma CEO/Co-founder, Piqora @heysharad on Twitter
  2. 2. Consumer Shift: Text Web Self Selected Visual Web   Social-Visual Streams not Web Pages
  3. 3. The Visual Web Social Networks Niche Visual Networks E-Commerce Networks Wanelo Houzz Mobile Photo Networks Fancy
  4. 4. VISUAL NETWORKS VS. FACEBOOK •  Interest Graph •  Social Graph •  Public •  Closed •  Highly Viral •  Not-Viral •  Organic •  Brand Driven •  Evergreen Content •  Ephemeral Content •  Inter-Connected •  Personal Relationships Vs
  5. 5. VISUAL NETWORKS: SIZE & ENGAGEMENT 70M+ Users 30M+ MAUs $0.78 Rev/Pin $169 AOV 90% Organic pinning 150M+ Users 225M Monthly visits 16B+ Photos 118M+ Blogs 1B+ Likes 53B+ Posts 257+ mins/month 80M+ Posts per day 91%+ Of Reblogged/Blogs 18 Mins/visit
  6. 6. PINTEREST IS THE GOOGLE OF VISUAL WEB 10 Repins 78 ¢ in Sales 2 Visits & 6 Pageviews On average a Pinterest Pin generated more than 10 Repins On average a Pinterest Pin generated more than 78 cents in sales. This is up by 25% from Q4 ‘12 On average a pin drove 2 Visits & 6 Pageviews *Study of sample customers since Feb, 2012
  7. 7. 82% JUMP IN REPINS FOR RICH PIN BRANDS INCREASE IN REPIN/PIN 250% 200% 150% 100% 50% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 -50% Study of a sample of retailers – 3 months before and after rich pins launch in May, 2013
  8. 8. 50% OF VISITS HAPPEN AFTER 3.5 MONTHS OF FIRST PINNING CUMULATIVE VISITS/PAGEVIEWS FROM SITE’S OLDEST PINS 100.00% 90.00% 80.00% Percentage 70.00% 60.00% %  visits   50.00% %  pageviews   40.00% 30.00% Visit Half life = 3.5 months 20.00% 10.00% 0.00% 0 100 200 300 400 # of days since original post 500 600 700
  9. 9. 50% OF THE ORDERS HAPPEN AFTER 2.5 MONTHS OF PINNING CUMULATIVE REVENUE/ORDERS FROM SITE’S OLDEST PINS 100.00% 90.00% 80.00% Percentage 70.00% %  orders   60.00% %  revenue   50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 0 100 200 300 400 # of days since original post 500 600 700 Order Half life = 2.5 months
  10. 10. HOW TO OPTIMIZE YOUR WEBSITE FOR PINTEREST? Implement Pin-It button on your website Handle out-ofstock gracefully On-hover Pin-it Button Implement Rich Pins Pin-it Above the Fold Ask visitors to follow you on Pinterest Pin-it button on your mobile site Merchandize Trending Pins
  11. 11. A LARGE JEWELRY BRAND GENERATED 34% OF ORDERS THROUGH BOARD PINS Kept their boards fresh with in-stock products How did they do it? Added a healthy mix of product pins that lead to their product pages Used good pin descriptions to drive SEO
  12. 12. HOW TO OPTIMIZE YOUR PROFILE ON PINTEREST? Pin often through out the day Make sure pins point to the product page Keep your boards fresh with new pins Pin your most clicked Pins Create new Boards Use keywords from GA to select Board Topics Full Pin Descriptions Convert Site Pinners into Followers by engaging with their content
  13. 13. TOP 5 Recommendations
  14. 14. 01 VISUALLY MERCHANDIZE YOUR WEBSITE WITH TRENDING PINS Immersive, Discovery Experience Provide a visual discovery experience around highly relevant and socially trending products
  15. 15. 02 CONNECT WITH PINNERS VIA EMAIL 3000 Pins 16% Higher CTR 67% Higher Open Rate
  16. 16. 03 Pinners  and  Repinners  engaged  in  different  /me   intervals  for  Home  Decor   600000   500000   400000   300000   PICK THE BEST 200000   TIME TO PIN 100000   0   #  of  Repinners   #  of  Pinners  
  17. 17. 04 BUILD YOUR COMMUNITY VIA SELECTIVE, SEASONAL AND AUTHENTIC CONTESTS 1,400 Participants Per Promotion Average Stats 3.34 Pins Per participant 6,000+ Pins & Repins 475K Potential Reach 2 Million Potential Impressions
  18. 18. 05 PRODUCT PINS TURN PINNERS INTO SHOPPERS Higher CTR Higher Visitbility Search Visibility Price Alerts
  19. 19. A STUDY OF 150,000 INSTAGRAM POSTS FROM 200 BRANDS What opportunities exist? What is the role of hashtags in post discoverability? How many posts are brands doing daily? How are brands hashtagging the posts? How do likes correlate with hashtags?
  20. 20. LIKES SEEM TO INCREASE WITH # OF HASHTAGS % LIKES PER 100 POSTS 35% 30% % of Likes 25% 20% Lower confidence due to sparse data after 8 hashtags 15% 10% 5% 0% 0 1 2 3 4 5 6-10 10-30 # of Hashtags Hashtags amplify context, discoverability & social engagement
  21. 21. HASHTAG USAGE IS UPSIDE DOWN: MISSED OPPORTUNITIES HASHTAG USAGE FREQUENCY 35% 30% % of Posts 25% 20% % Frequency 15% 10% 5% 0% 0 1 2 3 4 5 6-10 10-20 20-30 # of Hashtags ~30% of posts have no hashtags ~65% of posts have <3 hashtags
  22. 22. >7 HASHTAGS MIGHT SEEM SPAMMY AND DIMINISH LIKES % LIKES PER 100 POSTS IN DIFF NUM_HASTAGS 25% % of Likes 20% 15% Lower confidence due to sparse data after 8 hashtags 10% 5% 0% 0 1 2 3 4 # of Hashtags 5 6 7 8 9
  23. 23. ROI OF INCREMENTAL HASHTAGS % INCREASE IN LIKES WITH EACH NEW HASHTAG 120% % of Increase in Likes 100% 80% 60% 40% 20% 0% 0 to 1 1 to 2 2 to 3 3 to 4 # of Hashtags >100% jump in # of likes even from just 2 to 3 Hashtags 4 to 5
  24. 24. MASTERY ON VISUAL NETWORKS Measure ROI Post often Use Hashtags Re-publish UGC content Run Contests & Sweepstakes Run email marketing campaigns Turn your Advocates into Followers Identify your Influencers
  25. 25. RESOURCES www.piqora.com/resources   blog.piqora.com   businessblog.pinterest.com   @piqora  on  twiCer   Kelly  @Tribe2point0  (Pinterest  Expert)  
  26. 26. sharad@piqora.com Thank You
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