Jewelers Resource Pinterest Webinar by PinLeague

Pioneers on
How Early Adopters Are Finding Success
PiPi@PinLeague @danielpmaloney #AAF
Daniel Maloney,
PinLeague CEO & Co-founder

@PinLeague #AAF 954-505-8008
On the Block…
1. Five Key Things To Know
(And 2 to Forget)
2. Growing Your Brand on Pinterest
3. Maximizing Pinterest ROI

1. Mobilize Fan Base
2.Attract New Customers
3.Analytics & Insights
1. Mobilize Fan Base
2.Attract New Customers
3.Analytics & Insights
PinLeague makes
Pinterest Marketing
Easy

Trusted by 750 brands, 100 agencies
Retail / E-Commerce Brand Marketers Publishers
Agencies

Data is at our Core
Rich Social Data
Each Day…
>40 million Users
>75 million Pins
Analytics & InsightsAnalytics & Insights
Audience EngineAudience Engine
Social + EmailSocial + Email

KEY THINGS
TO KNOW
(AND TWO TO FORGET)

1. Hyper-targeting is Built In

Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
2. More Targeted  More
ADDICTIVE

5-25 mins
3. CONTENT LIVES LONGER
Sources: 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; Pin League client
data: internal + Google Analytics; based on a sample of client repins; April 2012
5-25 minutes
80 minutes
> 1 week
5-25 minutes
80 minutes

4. Pinterest is Aspirational
What I’m doing
Who I am
Who I WANT TO BE

5. More Referrals Per User,
More Revenue Per Referral
14x
12.5x
Source: http://blog.eloqua.com/pinterest-social-media-marketing/; http://activ8social.com/2012/09/25/pinterests-power-infographic/

ONE TO FORGET:
PINTEREST IS FOR
WOMEN
Q4 2011: 90% female
Today: 67% female

AND ANOTHER: Pinterest was the
Fastest Site to 10 Million Users
Source: http://compete.com
12/2012

How Does Pinterest Factor
into Your Social Media Mix?
Not Yet Pinning
Have Started Pinning
Growing Quickly
Pinterest = #1 Social Site

Step 1: Know Your Audience
What’s being shared from your brand?
Who is doing the sharing?
What do those users engage with?

Who is using a tool to
understand their audience?
No.
No- But Want To
Yes- I Am!

Get A Free Analytics Dashboard at
PinLeague.com

Start With What’s Trending From
Your Domain Right Now

Identify Top Advocates and
Get to Know Them

Step 2:
Design CONTENT for the User
5 things they LOVE +
5 things they have a hard time finding +
2 things about you
= Your First 12 Boards

Cover Photos are Critical
Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709

Step 3:
Study the
Results
and
OPTIMIZE

Use A Category Heatmap To See
Which Content is Going Viral

Dig Deeper into Content Strategy
with the Boards Report

And Which of Your Pins are
Growing Fastest or Most Discussed

Optimize Pinning During the Best
Days and Time for you Audience

The Most Common Reason for
NOT Investing in Pinterest…
“I can’t justify the
ROI vs. Facebook or Twitter
where we have more followers.”

The Marginal Cost of Growth on
Pinterest is Lower then Facebook
$0.01 – 0.40 $0.50 – 2.50
So, the issue must be critical mass
Source: PinLeague data, http://www.emediavitals.com/content/price-facebook-fan

80 / 20
80% of focus spent on Company profile / boards
80% of buzz and revenue from USER pins

Cross-Platform
Ways to Engage Your Fan Base
Integration Contests & Charity

Contests Draw Short-Term Attention
Jumped to #2 with
“Pin it to Win It”
contest on their blog
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
Then, flatlined again

Cross-Platform Promotion is Better
"Pintermission:” A 24-hour break
from Pinterest to visit places or buy
products they've pinned about (with
$500 cash)
And Jeep?

Source: http://facebook.com/jeep

>1,000 Pinterest
followers in 2 days
Growth tripled
from 35 to 110 /wk
23k Likes later…

16k
followers
471k
fans
2.1M
subscribers
*Twitter and e-mail available now, facebook coming soon
But Don’t Forget Where Your
REAL Base Is…

2.1 M
E-mails
2.1 M
E-mails
Most Companies use a single Blast;
this is a Flawed Approach
600k on
Pinterest
600k on
Pinterest
1.5M
Not on
Pinterest
1.5M
Not on
Pinterest
“Yay!”
“Don’t SPAM
Me!”

2.1 M
E-mails
2.1 M
E-mails
But Each User is Unique;
Speak Their Language!
600k on
Pinterest
600k on
Pinterest
1.5M
Not on
Pinterest
1.5M
Not on
Pinterest
800k
Facebook
800k
Facebook
300k
Twitter
300k
Twitter

2-3x growth rate
afterwards

Case Study: PinMail + Online Retail
60k
Users Targeted
$1,800
spend
Weekly
email sends
60k
Users Targeted
$1,800
spend
Weekly
email sends
+$11k / mo
on Pinterest
+12k Pins
by users
+2,500
followers
+$11k / mo
on Pinterest
+12k Pins
by users
+2,500
followers

Bonus Strategy:
Influencer Recruitment
Simple Tip:
Engage followers
who haven’t yet
pinned from your
site with great
content

Important: Influencers are
Influential About SOMETHING

The Challenge:
Finding The Right Influencers

We love
burgers.
We pinned
content from
chilis.com
We pin about
food often = influencer
Audience Engine: Interest-Driven
Influencer Recruitment

THE KEY TO PINTEREST ROI:
THE DATA

Applications
Content Analysis •SEO
•Content Strategy
•Product Testing
Influencer & Fan
Identification
•Build Influencer Network
•Expand Affiliate Network
Competitive
Intelligence
•Merchandising
•Track Campaign Effectiveness
•Recruit Competitors’ Customers
Pinterest Data In Action…

How Can I Help?
First Name + Email
(954) 505-8008
@danielpmaloney
danny@pinleague.com
@danielpmaloney
danny@pinleague.com

Jewelers Resource Pinterest Webinar by PinLeague

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