How To Maximize Your Visibility on Visual Social Media Networks

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How To Maximize Your Visibility on Visual Social Media Networks by Sharad Verma of Piquora @heysharad

#SMX #22A #smxsocial13

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How To Maximize Your Visibility on Visual Social Media Networks

  1. 1. Sharad Verma CEO/Co-founder, Piqora @heysharad on Twitter
  2. 2. Wanelo Houzz Fancy
  3. 3. • Interest Graph • Social Graph • Public • Closed • Highly Viral • Not-Viral • Organic • Brand Driven • Evergreen Content • Ephemeral Content • Inter-Connected • Personal Relationships Vs
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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% Visit Half life = 3.5 months 30.00% 20.00% 10.00% 0.00% 0 100 200 300 400 # of days since original post 500 600 700
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Immersive, Discovery Experience Provide a visual discovery experience around highly relevant and socially trending products
  13. 13. Pins Higher CTR Higher Open Rate
  14. 14. Pinners and Repinners engaged in different time intervals for Home Decor 600000 500000 400000 300000 200000 # of Repinners # of Pinners 100000 0
  15. 15. Per Promotion Average Stats Participants Pins Per participant Pins & Repins Potential Reach Potential Impressions
  16. 16. 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?
  17. 17. % 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
  18. 18. 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 of posts have no hashtags of posts have <3 hashtags
  19. 19. % 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
  20. 20. % 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
  21. 21. 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
  22. 22. www.piqora.com/resources blog.piqora.com businessblog.pinterest.com @piqora on twitter Kelly @Tribe2point0 (Pinterest Expert)

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