Webinar promotions best practices 2 - 11-15-12Presentation Transcript
Pinterest PromotionsBest Practices Webinar
“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.” Alex Littlewood Head of Customer Success Facebook.com/pinfluencer @Pinfluencers @Pinfluencer #Pinfluencer
What We’ll Cover Today1. Why Pinterest?2. Promotions Strategy3. Creating a Great User Flow • Real Examples4. Top Ways to Drive Traffic (from Facebook)5. Hosting a Promotion6. Latest Announcement from Pinterest7. Questions
Audience Poll #1 & 2
3rd largest SocialNetwork in the WorldFastest Growingin History4th largest Websitetraffic driver in theworld, more than: Yahoo Bing Twitter Google ads
Pinterest is Purchase Intent & Influence Users Users Users Life Ledger Now! Aspiration Brands Brands Brands Engagement News Uncover Brand Building Support Purchase Intent Feedback Social ROI 92% trust recommendations from friends & family above all else when making purchase decisions. Source: Nielsen April 2012
Users Are Big Spenders < 17 18-24 25-34 35-44 45-54 55-64 65+• 79% Users are Women • Pinners are Predominantly 25-54• Women control 80%+ of US Consumer Spending Source: ComScore, Fast Company
Drives e-Commerce Shopping User Base 1,000MBy Network % of 11% Socially 550M Driven Shopping Sessions 86% 25M 2.5X AOV (Average Order Value) $180 $80 $69 Source: Comscore, Rich Relevance
Audience Poll #3 & 4
Pinterest Promotions Strategy
Pinterest Promotions Strategy1. Identify Biz Objectives & Define Success2. Optimize Content3. Promote, Promote, Promote4. Test Best Practices. Iterate and improve! “An ounce of planning is worth a pound of doing!”
Asking a bit too much1. Create a recipe with our product2. Create a board on Pinterest3. Repin this image4. Repin our product5. Use 2 #Hashtags – #FreshExpress #BlendRecipes6. Visit our Website7. Submit the URL to your board8. Follow brand on Pinterest All for a $1 coupon
Manually Tracking Eligibility• How much time does it take to sort through Contest/Sweepstakes entries to confirm eligibility?• How much does that cost your organization? Is it worth it? Work Smarter, Not Harder.
K.I.S.S.Require 2 of the following: • Follow the brand • Pin X Pins from Website • Pin X Pins from Boards • Create a board • Repin this image • Hashtags #
Create a Board• Pro’s • User will curate it with 5+ images • Pinner might build on it • Easy for brand to observe• Con’s • It’s a barrier to entry • Likely to be deleted after promotion• Is a Board Necessary? • If you’re asking for a range of complimentary pins that need to be “curated together” • If your theme is so unique it’s unlikely the pinner already has a board to pin to.
Follow The Brand• Pro’s • Grow follower base for future reach • Low barrier to entry • Good for showing the bosses• Con’s • Users may get confused between follow Which of these follows the brand and follow board brand, and which follows the board?
RePin From Boards• Pro’s • You can pre-curate good content that you know drive virality, clicks, and conversions • Low barrier to entry • Keeps pinners in Pinterest• Con’s • Users may just “go through the motions” • Less creativity from pinner • Less variety
Pin from Website• Pro’s • Website Traffic • Pinners will browse extensively • Pinners might buy• Con’s • People might get lost, distracted, and forget • Getting people in and out of social channels can cause drop-off• When to do this • Need to learn more about the content that inspires people • Asking for highly curated boards • For “scavenger hunt” themes
Hashtags• Pro’s • Might grab some peoples attention and raise awareness of promo • If Pinterest search improves, it may help with search• Con’s • People always typo or simply forget #Pinyourwaytotheuk • Barrier to entry • Cannot follow or search, so it #Pamperspinparty doesn’t help with discovery • Legacy practice with little purpose #Kiehl’s• Recommendation #levanal • If you’re set on it, use hashtags in product descriptions
User Generated Pins / Content• Pro’s • Very high engagement value • Insightful • Crowdsourcing• Con’s • It’s a very high barrier to entry • Quality will be questionable • Significantly reduces entry rate
Daily Entries• Pro’s • High frequency of engagement • Drives viral reach and impressions• Con’s • It’s a high barrier to entry • Can be very manual to manage, even with a technology provider Daily Winners?
Promote! Social Email Other Digital Ads Offline Website Press Print Broadcast In-Store
FB Ad Strategy + Pinfluencer Data • Target Pinterest Users • Influential Pinners • Engaged Pinners • Followers • Competitors Followers • Optimize ad units • Marketplace Ads • Sponsored Stories
Optimize Pins for Feed, Test, andRequire Re-Pin of Promotion Pin
Hosting a Pinterest Promotion
How We Help• Avoid Clunky & Long User Experience• T&C’s Opt-in• Self-Serve user Eligibility Queries• Email collection & Opt-in• Host via: • FB Tab • Landing Page • Your Website
Painless Tracking and Management• Auto-Magically Confirm Eligibility• Deep Content Insights Work Smarter, Not Harder.
What We NeedTo Get You Live• Image 475px x 600px• T&C’s Live in 72 Hours
Pinfluencer – Our Technology
Marketing and Analytics Suite for Pinterest
Discovery Marketing and Analytics Suite
Analytics KPI’s & Trends
Analytics Boards Pins
Analytics Advocates Influencers
Customer SupportStrategic Training Tech SupportInsights• Pinterest Expertise • Pinfluencer • Account• Pinterest Data Features & Administration & Analytics Functionality • Data• Whitepapers • Best Practices Management• Webinars • Whitepapers • Whitepapers• Case Studies • Webinars 300+ Clients 10 Million+ Pinners 2,000+ Brands 30 Million + Pins
Brands and Retailers use Pinfluencer
Publishers, Media, and Agencies use Pinfluencer
Recent Pinterest Announcement
Merchant Pages AnnouncementPinterest is demonstrating that they’reserious about providing value for brands! 1. Business accounts with verified websites 2. New legal terms 3. Promotions Do’s & Don’ts 4. Website widgets – Latest Pins
Questions About This1. Will my profile be affected?2. Will I lose any Pinterest functionality?3. Will my analytics data from Pinfluencer be affected?4. Can I sell directly through Pinterest now?
THANK YOU!Sign up for a 14-day Trial @ www.Pinfluencer.com For a Demo contact Kris@Pinfluencer.com