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Tailwind: Tapping Into Pinterest form SMSS Boston September 2013
 

Tailwind: Tapping Into Pinterest form SMSS Boston September 2013

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Tailwind is the leading Pinterest Analytics and Marketing solution, trusted by over 2,500 leading brands and agencies. In this presentation, CEO Danny Maloney discusses how brands can tap into ...

Tailwind is the leading Pinterest Analytics and Marketing solution, trusted by over 2,500 leading brands and agencies. In this presentation, CEO Danny Maloney discusses how brands can tap into Pinterest - from the basics to advanced strategies focused on driving meaningful ROI.

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  • SynopsisPinterest is the fastest growing social network of all time, and possibly the single largest untapped opportunity for internet marketers today. While some have dived into the Pinterest ecosystem, many are taking a "wait and see" approach. In this session, Daniel Maloney, CEO & Co-Founder of PinLeague.com, will explain why he and his clients have dived into Pinterest- and why you might regret it if you don't do so soon. Topics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks
  • opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks
  • opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks
  • opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks
  • Pinterest users spend more money ($179.36, on average) on products seen on the social platform than do Twitter ($68.78) or Facebook ($68.78) users.
  • -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  • -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  • -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  • -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  • opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks

Tailwind: Tapping Into Pinterest form SMSS Boston September 2013 Tailwind: Tapping Into Pinterest form SMSS Boston September 2013 Presentation Transcript

  • Tapping into Pi@TailwindApp @danielpmaloney #SMSSummit Daniel Maloney, Tailwind CEO & Co-founder
  • @TailwindApp #SMSSummit 954-505-8008 1. Analytics & Insights 2. Listening 3. Campaigns Tailwind makes Pinterest Marketing Easy
  • @TailwindApp #SMSSummit 954-505-8008 Trusted by 2,500 brands, 250 agencies Retail / E-Commerce Brand Marketers Publishers Agencies
  • @TailwindApp #SMSSummit 954-505-8008 Data is at Our Core Rich Social Data powers multiple applications >45 million users >3 billion relationships >17 billion pins Analytics & Insights Listening Offers Social + Email Influencer Recruitment
  • @TailwindApp #SMSSummit 954-505-8008 This Presentation is Interactive
  • @TailwindApp #SMSSummit 954-505-8008 How Does Pinterest Factor into Your Social Media Mix? Not Yet Pinning Have Started Pinning Growing Quickly Pinterest = #1 Social Site
  • @TailwindApp #SMSSummit 954-505-8008 Thank You! Let’s Connect First Name + Email (954) 505-8008
  • @TailwindApp #SMSSummit 954-505-8008 On the Block… 1. 5 Key Things To Know 2. Growing Your Brand on Pinterest 3. Maximizing Pinterest ROI
  • KEY THINGS TO KNOW
  • @TailwindApp #SMSSummit 954-505-8008 1. Pinterest is Aspirational What I’m doing Who I am Who I WANT TO BE
  • @TailwindApp #SMSSummit 954-505-8008 2. Hyper-targeting is Built In
  • @TailwindApp #SMSSummit 954-505-8008 Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look 3. More Targeted, More Addictive
  • 5-25 mins 4. 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
  • @TailwindApp #SMSSummit 954-505-8008 5. Rich Pins are the Future • Improves discovery • Commercial foundation • Addresses stale links http://pinleague.com/make-rich-pins
  • @TailwindApp #SMSSummit 954-505-8008 Already enabling cool features…
  • @TailwindApp #SMSSummit 954-505-8008 More Referrals Per User, More Revenue Per Referral 1.0 1.1 14.0 Twitter Facebook Pinterest Ratio: Referral Share to User Share 14x 12.5x Source: http://blog.eloqua.com/pinterest-social-media-marketing/; http://activ8social.com/2012/09/25/pinterests-power-infographic/ $69 $80 $179 Twitter Facebook Pinterest Average Order Value from Social Referrals
  • GROWING YOUR ON
  • @TailwindApp #SMSSummit 954-505-8008 Are you using a Pinterest tool to understand your audience? I am! I am!
  • @TailwindApp #SMSSummit 954-505-8008 Get A Free Analytics Dashboard at TailwindApp.com
  • @TailwindApp #SMSSummit 954-505-8008 Step 1: Know Your Audience What’s being shared about my brand? What topics interest our audience? Who is pinning about us?
  • @TailwindApp #SMSSummit 954-505-8008 What’s being shared about your brand?
  • @TailwindApp #SMSSummit 954-505-8008 Who is pinning from your site?
  • @TailwindApp #SMSSummit 954-505-8008 Step 2: Curate CONTENT for the User 5 things they LOVE + 5 things they have a hard time finding + 2 things about you = Your First 12 Boards
  • @TailwindApp #SMSSummit 954-505-8008 Cover Photos are Critical Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
  • @TailwindApp #SMSSummit 954-505-8008 Step 3: Study the Results and OPTIMIZE
  • @TailwindApp #SMSSummit 954-505-8008 Use A Category Heatmap To See Which Content is Going Viral
  • @TailwindApp #SMSSummit 954-505-8008 Dig Deeper into Content Strategy with the Boards Report
  • @TailwindApp #SMSSummit 954-505-8008 Then, See Which Pins Perform Best
  • @TailwindApp #SMSSummit 954-505-8008 Optimize Pinning When Your Audience is Online and Active
  • MAXIMIZING ROI
  • @TailwindApp #SMSSummit 954-505-8008 The Marginal Cost of Growth on Pinterest is Lower than Facebook $0.01 – 0.40 $0.50 – 2.50 The sooner you move, the higher your ROI will be Source: PinLeague data, http://www.emediavitals.com/content/price-facebook-fan
  • @TailwindApp #SMSSummit 954-505-8008 Pinterest ROI = ƒ(Mass, Activation, Conversion)
  • @TailwindApp #SMSSummit 954-505-8008 Off-Pinterest Key ROI Drivers On-Pinterest
  • @TailwindApp #SMSSummit 954-505-8008 Contests Draw Short-Term Attention 3,434 3,819 421 1,720 0 1,000 2,000 3,000 4,000 Restaurant Chains on Pinterest –Followers in September panerabread maggianos pfchangs tgifridayspins chilis qdobamexgrill 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
  • @TailwindApp #SMSSummit 954-505-8008 Cross-Platform Promotion is Better 5,044 5,384 312 1,545 0 1,000 2,000 3,000 4,000 5,000 6,000 Automotive Brands on Pinterest –Followers in September honda volkswagen porsche peugeotpanama officialmini jeep And Jeep? Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  • @TailwindApp #SMSSummit 954-505-8008 Source: http://facebook.com/jeep
  • @TailwindApp #SMSSummit 954-505-8008 Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com >1,000 Pinterest followers in 2 days Growth tripled from 35 to 110 /wk 23k Likes later…
  • @TailwindApp #SMSSummit 954-505-8008 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…
  • @TailwindApp #SMSSummit 954-505-8008 2.1 M E-mails Most Companies use a single Blast; this is a Flawed Approach 600k on Pinterest 1.5M Not on Pinterest “Yay!” “Don’t SPAM Me!”
  • @TailwindApp #SMSSummit 954-505-8008 2.1 M E-mails But Each User is Unique; Speak Their Language! 600k on Pinterest 1.5M Not on Pinterest 800k Facebook 300k Twitter
  • @TailwindApp #SMSSummit 954-505-8008 2-3x growth rate afterwards
  • @TailwindApp #SMSSummit 954-505-8008 Retail Case Study: Social + Email 60k Users Targeted $1,800 spend Weekly email sends +$11k / mo on Pinterest +12k Pins by users +2,500 followers
  • @TailwindApp #SMSSummit 954-505-8008 Influencer Marketing
  • @TailwindApp #SMSSummit 954-505-8008 Important: Influencers are Influential About SOMETHING
  • @TailwindApp #SMSSummit 954-505-8008 Important: Influencers are Influential About SOMETHING
  • @TailwindApp #SMSSummit 954-505-8008 The Challenge: Finding The Right Influencers
  • @TailwindApp #SMSSummit 954-505-8008 We love burgers. We pinned content from chilis.com We pin about food often = influencer Tools That Help: Search < Audience Engine < Listening
  • @TailwindApp #SMSSummit 954-505-8008 Pinterest ROI = ƒ(Mass, Activation, Conversion) + Enterprise Insight
  • @TailwindApp #SMSSummit 954-505-8008 THE REAL LONG-TERM ROI: THE DATA
  • @TailwindApp #SMSSummit 954-505-8008 1% better merchandising decisions… $700M per year
  • @TailwindApp #SMSSummit 954-505-8008 Applications Content Analysis • SEO • Content Strategy • Product Testing Influencer & Fan Activation • Build Influencer Network • Expand Affiliate Network Competitive Intelligence • Merchandising • Track Campaign Effectiveness • Recruit Competitors’ Customers Pinterest Data In Action…
  • @TailwindApp #SMSSummit 954-505-8008 How Can I Help? First Name + Email (954) 505-8008 @danielpmaloney danny@tailwindapp.com