Establishing Your Brand & Maximizing ROI on  Daniel Maloney, CEO & Co-founder @PinLeague   @danielpmaloney   #ddsummit
@PinLeague #ddsum12   954-505-8008This Presentation is  Interactive
@PinLeague #ddsum12      954-505-8008What do YOU want to discuss?       1. What Pinterest is (and isn’t)       2. Building...
@PinLeague #ddsum12   954-505-8008 Thank You!Here’s A Gift    First Name + Email    (954) 505-8008
@PinLeague #ddsum12     954-505-8008PinLeague makes     Pinterest Marketing                                Easy           ...
@PinLeague #ddsum12                 954-505-8008Data is at our Core                                   Analytics & Insights...
WHAT                 IS   (AND ISN’T)
@PinLeague #ddsum12   954-505-8008     Fastest to 10 Million Monthly Users;     now ~27 Million                           ...
@PinLeague #ddsum12                        954-505-8008      “It’s ADDICTIVE!”Source: http://info.rjmetrics.com/blog/bid/5...
@PinLeague #ddsum12   954-505-8008 It’s NOT Conversational                                                  175           ...
It’s NOT about Status Updates                   5-25 minutes            5-25 mins                              5-25 minute...
@PinLeague #ddsum12   954-505-8008Pinterest is an Online Pinboard
@PinLeague #ddsum12   954-505-8008 What have YOUused pinboards for?
@PinLeague #ddsum12     954-505-8008Pinterest makes  …Life events       …Home Projects            …Shopping               ...
@PinLeague #ddsum12     954-505-8008Pinterest makes      Discovery &       Planning                               Social.
@PinLeague #ddsum12   954-505-8008Fundamental Difference     What I’m doing     Who I am     Who I WANT TO BE
@PinLeague #ddsum12   954-505-8008It’s Brand and Product Inclusive
@PinLeague #ddsum12                                                           954-505-8008    More Referrals Per User,    ...
BUILDING  YOUR    ON
@PinLeague #ddsum12      954-505-8008 How Does Pinterest Factorinto Your Social Media Mix?            Not Yet Pinning     ...
@PinLeague #ddsum12   954-505-8008Will You Invest inPinterest in 2013?    No.    Yes- Same as Today    Yes- More Than Today
@PinLeague #ddsum12                 954-505-8008  Pinterest                     600                                      T...
@PinLeague #ddsum12                          954-505-8008   Early Brand “Winners” Emerging   Women’s Magazine Brands: Cond...
@PinLeague #ddsum12       954-505-8008 80 / 2080% of focus spent on Company profile / boards80% of buzz and revenue from U...
@PinLeague #ddsum12   954-505-8008Step 1: Know Your AudienceWhat is being shared / said  about your brand?Who is doing the...
@PinLeague #ddsum12   954-505-8008Get A Free Analytics Dashboardat PinLeague.com
@PinLeague #ddsum12    954-505-8008Step 2:Design CONTENT for the User5 things they LOVE +5 things they have a hard time fi...
@PinLeague #ddsum12                                   954-505-8008     Cover Photos are CriticalSource: http://mashable.co...
@PinLeague #ddsum12   954-505-8008Step 3: Engage Your Fan BaseIntegration    Contests & Charity                   Cross-Pl...
@PinLeague #ddsum12                                   954-505-8008  Contests Can Draw Attention…                    Restau...
@PinLeague #ddsum12          954-505-8008…But Require Ongoing Promotion         Results         • 1,100 followers in 3 day...
@PinLeague #ddsum12                             954-505-8008  Honda Jumped to An Early Lead                   Automotive B...
@PinLeague #ddsum12   954-505-8008Source: http://facebook.com/jeep
@PinLeague #ddsum12                   954-505-8008  23k Likes later…                                                      ...
@PinLeague #ddsum12   954-505-8008Step 4: Measure and Adjust   http://PinLeague.com
MAXIMIZINGROI
@PinLeague #ddsum12   954-505-8008The Most Common Reason forNOT Investing in Pinterest…    “I can’t justify the ROI vs.inv...
@PinLeague #ddsum12    954-505-8008   The Marginal Cost of Growth on   Pinterest is Lower then Facebook        $0.01 – 0.5...
@PinLeague #ddsum12      954-505-8008    Energizing Your Base is the    Fastest Path to Critical Mass.                   1...
@PinLeague #ddsum12            954-505-8008Most Companies use a single Blast;this is a Flawed Approach              600k o...
@PinLeague #ddsum12        954-505-8008But Each User is Unique;Speak Their Language!              600k on   2.1 M      Pin...
@PinLeague #ddsum12           954-505-8008Case Study: PinMail + Online Retail      60k                       +$11k / mo  U...
@PinLeague #ddsum12             954-505-80082nd Fastest Path to Critical Mass:Influencer Recruitment                      ...
@PinLeague #ddsum12           954-505-8008Finally, Leverage Pinterest DataElsewhere                        Potential Appli...
@PinLeague #ddsum12   954-505-8008How Can I Help?      First Name + Email      (954) 505-8008  @danielpmaloney  danny@pinl...
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Establishing Your Brand and Maximizing ROI on Pinterest - presented at Digital Summit Dallas 2012

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This presentation is an introduction and practical guide for marketers looking to leverage Pinterest. Learn what Pinterest is and isn't, as well as how it differs from other social networks. Then, get a step by step guide to building your brand on Pinterest. And lastly, dig into advanced topics for maximizing ROI.

There is also a link inside to get a free Pinterest analytics dashboard.

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Establishing Your Brand and Maximizing ROI on Pinterest - presented at Digital Summit Dallas 2012

  1. 1. Establishing Your Brand & Maximizing ROI on Daniel Maloney, CEO & Co-founder @PinLeague @danielpmaloney #ddsummit
  2. 2. @PinLeague #ddsum12 954-505-8008This Presentation is Interactive
  3. 3. @PinLeague #ddsum12 954-505-8008What do YOU want to discuss? 1. What Pinterest is (and isn’t) 2. Building Your Brand on Pinterest 3. Maximizing Pinterest ROI
  4. 4. @PinLeague #ddsum12 954-505-8008 Thank You!Here’s A Gift First Name + Email (954) 505-8008
  5. 5. @PinLeague #ddsum12 954-505-8008PinLeague makes Pinterest Marketing Easy 1. Mobilize Fan Base 2.Attract New Customers 3. Analytics & Insights
  6. 6. @PinLeague #ddsum12 954-505-8008Data is at our Core Analytics & Insights Content, Influencers, Competitors Pinterest Data Each Day… Audience Engine Find Your Target Audience 15 million Pins 3 million Profiles PinMail Socially powered E-mail
  7. 7. WHAT IS (AND ISN’T)
  8. 8. @PinLeague #ddsum12 954-505-8008 Fastest to 10 Million Monthly Users; now ~27 Million 10/2012Source: http://compete.com
  9. 9. @PinLeague #ddsum12 954-505-8008 “It’s ADDICTIVE!”Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
  10. 10. @PinLeague #ddsum12 954-505-8008 It’s NOT Conversational 175 Repins per CommentSource: PinLeague data, based on a sample size of 3.3 million pins
  11. 11. It’s NOT about Status Updates 5-25 minutes 5-25 mins 5-25 minutes 80 minutes 80 minutes > 1 weekSources: http://corp.klout.com/blog/2011/11/the-life-of-a-tweet/; http://www.marketingpilgrim.com/2011/04/new-study-half-life-of-a-facebook-post.html; PinLeague client data: internal + Google Analytics; based on a sample of client repins; April 2012
  12. 12. @PinLeague #ddsum12 954-505-8008Pinterest is an Online Pinboard
  13. 13. @PinLeague #ddsum12 954-505-8008 What have YOUused pinboards for?
  14. 14. @PinLeague #ddsum12 954-505-8008Pinterest makes …Life events …Home Projects …Shopping …Gifting …Education …Self-identity Social.
  15. 15. @PinLeague #ddsum12 954-505-8008Pinterest makes Discovery & Planning Social.
  16. 16. @PinLeague #ddsum12 954-505-8008Fundamental Difference What I’m doing Who I am Who I WANT TO BE
  17. 17. @PinLeague #ddsum12 954-505-8008It’s Brand and Product Inclusive
  18. 18. @PinLeague #ddsum12 954-505-8008 More Referrals Per User, More Revenue Per Referral $179 Ratio: 14.0 Average Order Value Referral Share to from Social Referrals User Share 14x $69 $80 12.5x 1.0 1.1 Twitter Facebook Pinterest Twitter Facebook PinterestSource: http://blog.eloqua.com/pinterest-social-media-marketing/; http://activ8social.com/2012/09/25/pinterests-power-infographic/
  19. 19. BUILDING YOUR ON
  20. 20. @PinLeague #ddsum12 954-505-8008 How Does Pinterest Factorinto Your Social Media Mix? Not Yet Pinning Have Started Pinning Growing Quickly Pinterest = #1 Social Site
  21. 21. @PinLeague #ddsum12 954-505-8008Will You Invest inPinterest in 2013? No. Yes- Same as Today Yes- More Than Today
  22. 22. @PinLeague #ddsum12 954-505-8008 Pinterest 600 Top 1,500 Brands on Pinterest 530 Adoption is Growing 450 403 312 300 Our Estimate: 124 90% 150 83 101 penetration 0 in 2013 March June September Have Profile Have 1,000+ FollowersSource: PinLeague research
  23. 23. @PinLeague #ddsum12 954-505-8008 Early Brand “Winners” Emerging Women’s Magazine Brands: Conde Nast, Hearst, Meredith Brand Followers Harper’s Bazaar 5,645,247 Good News: Better Homes & Gardens 205,853 Pinterest has started to Seventeen 95,213 promote early adopters Marie Claire 92,839 Country Living 73,424 Lucky Magazine 58,791 Bad News: 3 brands >25,000 This window of 8 brands >10,000 opportunity will close 17 brands <10,000Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  24. 24. @PinLeague #ddsum12 954-505-8008 80 / 2080% of focus spent on Company profile / boards80% of buzz and revenue from USER pins
  25. 25. @PinLeague #ddsum12 954-505-8008Step 1: Know Your AudienceWhat is being shared / said about your brand?Who is doing the sharing / talking?
  26. 26. @PinLeague #ddsum12 954-505-8008Get A Free Analytics Dashboardat PinLeague.com
  27. 27. @PinLeague #ddsum12 954-505-8008Step 2:Design CONTENT for the User5 things they LOVE +5 things they have a hard time finding +2 things about you= Your First 12 Boards
  28. 28. @PinLeague #ddsum12 954-505-8008 Cover Photos are CriticalSource: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
  29. 29. @PinLeague #ddsum12 954-505-8008Step 3: Engage Your Fan BaseIntegration Contests & Charity Cross-Platform
  30. 30. @PinLeague #ddsum12 954-505-8008 Contests Can Draw Attention… Restaurant Chains on Pinterest –Followers in September 4,000 3,819 3,434 3,000 Jumped to #2 with “Pin it to Win It” 2,000 contest on their blog 1,720 1,000 0 421 panerabread maggianos pfchangs tgifridayspins chilis qdobamexgrillSource: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  31. 31. @PinLeague #ddsum12 954-505-8008…But Require Ongoing Promotion Results • 1,100 followers in 3 days • Growth slowed down again substantially Over 3 months: $0.41 / follower
  32. 32. @PinLeague #ddsum12 954-505-8008 Honda Jumped to An Early Lead Automotive Brands on Pinterest –Followers in September 6,000 5,384 5,044 5,000 4,000 "Pintermission:” A 24-hour break from Pinterest to visit places or buy products 3,000 theyve pinned about (with $500 cash) 2,000 1,000 1,545 312 And Jeep? 0 honda volkswagen porsche peugeotpanama officialmini jeepSource: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  33. 33. @PinLeague #ddsum12 954-505-8008Source: http://facebook.com/jeep
  34. 34. @PinLeague #ddsum12 954-505-8008 23k Likes later… >1,000 Pinterest followers in 2 days Growth tripled from 35 to 110 /wkSource: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  35. 35. @PinLeague #ddsum12 954-505-8008Step 4: Measure and Adjust http://PinLeague.com
  36. 36. MAXIMIZINGROI
  37. 37. @PinLeague #ddsum12 954-505-8008The Most Common Reason forNOT Investing in Pinterest… “I can’t justify the ROI vs.investing in Facebook or Twitter, where we have more followers.”
  38. 38. @PinLeague #ddsum12 954-505-8008 The Marginal Cost of Growth on Pinterest is Lower then Facebook $0.01 – 0.50 $0.25 – 1.27 So, the issue must be critical massSource: http://www.emediavitals.com/content/price-facebook-fan
  39. 39. @PinLeague #ddsum12 954-505-8008 Energizing Your Base is the Fastest Path to Critical Mass. 16k 471k followers 2.1M fans subscribers*Twitter and e-mail available now, facebook coming soon
  40. 40. @PinLeague #ddsum12 954-505-8008Most Companies use a single Blast;this is a Flawed Approach 600k on “Yay!” 2.1 M Pinterest E-mails 1.5M “Don’t SPAM Not on Me!” Pinterest
  41. 41. @PinLeague #ddsum12 954-505-8008But Each User is Unique;Speak Their Language! 600k on 2.1 M Pinterest E-mails 800k 1.5M Facebook Not on 300k Pinterest Twitter
  42. 42. @PinLeague #ddsum12 954-505-8008Case Study: PinMail + Online Retail 60k +$11k / mo Users Targeted on Pinterest $1,800 +12k Pins spend by users Weekly +2,500 email sends followers
  43. 43. @PinLeague #ddsum12 954-505-80082nd Fastest Path to Critical Mass:Influencer Recruitment Not 1 of OldNavy’s 20 most influential followers have pinned from oldnavy.gap.com
  44. 44. @PinLeague #ddsum12 954-505-8008Finally, Leverage Pinterest DataElsewhere Potential ApplicationsContent Analysis • SEO • Product TestingInfluencer & Fan • Build Influencer Network for allIdentification Ad Campaigns • HR / Recruiting ToolCompetitive • MerchandisingIntelligence • Track Campaign Effectiveness • Recruit Competitors’ Customers
  45. 45. @PinLeague #ddsum12 954-505-8008How Can I Help? First Name + Email (954) 505-8008 @danielpmaloney danny@pinleague.com

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