Webinar   survey results 1-14-13
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Webinar survey results 1-14-13

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On Tuesday January 15th, we hosted a webinar to announce the results of our industry survey about Pinterest Marketing. We received responses from ~200 marketers from brands ranging across a broad ...

On Tuesday January 15th, we hosted a webinar to announce the results of our industry survey about Pinterest Marketing. We received responses from ~200 marketers from brands ranging across a broad scope of industries and verticals.

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  • 1. - Webinar -Pinterest Marketing Survey Results
  • 2. Welcome“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.” Alex Littlewood Head of Customer Success #Pinfluencer
  • 3. Todays Webinar• Why Pinterest?• Pinterest Marketing Survey Results• Questions from Webinar Registrants• Pinfluencer: The Pinterest Marketing Suite• Announce the iPad Mini Winner
  • 4. Why Pinterest?
  • 5. Pinterest’s Role in a SocialStrategyPeople use Connect with the Engage immediately Discover products andit to: people and brands with the people and be inspired. To curate they care about. brands they need to. their aspirations.Brands use - Engagement - News - Uncover purchaseit for: - Brand Building - Support intent - Feedback - Drive web traffic - Social ROI 92% trust recommendations from friends & family above all else when making purchase decisions. Source: Nielsen April 2012
  • 6. Big, and Getting Bigger 3rd most popular Social Network in the US Fastest Growing in History 4th largest Website traffic driver in the world, more than:  Yahoo  Bing  Twitter  Google ads
  • 7. Pinterest Drives E-commerce User Base 1,000M By Network % of 11% Socially 550M Driven Shopping Sessions 86% 25M 2.5X AOV (Average Order Value) $180 $80 $69 Source: Comscore, Rich Relevance
  • 8. Pinterest Marketing Survey Results
  • 9. Survey Respondents
  • 10. Pinterest Marketing Survey1. Has referral traffic from Pinterest been growing?2. Have sales & AoV from Pinterest been growing?3. Are brands managing a Pinterest profile?4. How frequently are they Pinning?5. What are the board content strategies?6. How does Pinterest fit in the overall social marketing strategy?7. How Important is Pinterest to that strategy?8. What do brands value most about Pinterest?9. How are brands currently tracking performance?10. How many brands have run sweepstakes and contests?11. How difficult was it? What worked? What didnt?12. How was the Promotion promoted?13. Do brands plan to continue running more promotions?
  • 11. Traffic from Pinterest isExploding! Type of Business Sell on Website? Media Agency Brand Retailer Yes No Is traffic to your site (from Pinterest) growing? Yes, absolutely blowing up! Yes, growing rapidly and accelerating Yes, steady growth
  • 12. Pinning Volume Matters How frequently are you Pinning? Traffic growing? Yes, absolutely blowing up! Yes, growing rapidly and accelerating Yes, steady growth Almost Periodic A few 1-2x 3- 10x + never Bursts a week /day 10x/day day
  • 13. We Need Analytics to MeasureROI Have you observed Higher AOV from Pinterest Traffic? In September 2012, a report studying 700 Million ecommerce transactions… 50% Don’t Know Showed AOV from Socially Driven Shopping Sessions 35% No 15% $180 $80 $69 Yes
  • 14. Promotions in Pinterest 43% of Respondents had run at least one promotion What went well What didn’t go well• 57% said Customers and Fans • 27% said it was time intensive Loved it to execute• 31% said they noticed a spike • 35% said they had too few in web traffic and sales participants 57% of Respondents had never run a promotion41% = Not a Priority34% = Unaware it was possible16% = Waiting for technology
  • 15. Actively Running Promotions isKey! Of those that have run 1 or more Promotions on Pinterest... Will run another promotion? How Frequently? 53% Quarterly 74% Definitely 26% Maybe 23% Monthly …0% said “not sure” or “no”
  • 16. Questions From Registration
  • 17. Questions from WebinarSignups1. How can non e-commerce/retail brands drive results from Pinterest? B2B? Non- popular and/or negative subjects?2. Are there any new ways to run Promotions like sweeps and contests in Pinterest?3. How can I grow the activities occurring on Pinterest?4. How to use “Engaged Time of Day” metric to improve performance.5. Can I regionalize my efforts on Pinterest?6. Do I need a Pinterest Profile, and what’s the best way to launch one? Should I switch to a Business profile?7. Can I advertise on Pinterest?8. Will the Instagram ToS fiasco help Pinterest become more popular?9. What are the metrics that are most important to executive management? Why?10. Can I track sales from Pinterest?11. How can I track specific pins and pinners that are popular and influential?12. What are the best tools to measure Pinterest (Heather, FarmGirl Gourmet)?
  • 18. Questions from WebinarSignups1. How can non e-commerce/retail brands drive results from Pinterest? B2B? Non- popular and/or negative subjects? Top Tips for Brands that don’t “fit” perfectly in Pinterest • Align with things that DO matter in Pinterest. Top Categories People are on Pinterest to Discover, Share, on Pinterest: and Remember.  Home • B2B Brands:  Arts & Crafts • Infographics  Fashion & Style  Food • Inspiration  Inspiration & Educ. • Industry humor  Holiday & Seasonal  Humor • Pinterest is very positive, if your brand/service is  Products not, a great opportunity to bring levity and  Travel  Kids inspiration to a sore subject
  • 19. Questions from WebinarSignups 2. Are there any new ways to run Promotions like sweeps and contests in Pinterest? 3. How can I grow the activities occurring on Pinterest?Action Description Recommended Best PracticesFollow Follows on Pinterest Yes • Ask for this as first actionRe-Pin from User directed to Yes • Leverage Top Pins • 40-60 pins in boardBoard re-Pin from • Clearly name board for promo pre-curated boardPin from User directed to website Not usually • Narrow category • Optimize descriptions for Pinning, including $’s &Website to Pin #’sRe-Pin this Pin User directed to Yes • Optimize for maximum visibilty/readability in feed re-Pin a specific PinCreate a board User creates board for Depends upon theme. • Only use if it makes sense (i.e. Curation of things that wouldn’t fit in a pinners pre-existing boards) the promotion Not usuallyHashtags # User adds a hashtag to No • Align #’s with common search terms, like #Wedding, #Kitchen, or #Recipe Pins
  • 20. Questions from WebinarSignups2. Are there any new ways to run Promotions like sweeps and contests in Pinterest?3. How can I grow the activities occurring on Pinterest? Pinterest Promotions Drive Pinning, Follows, Site Traffic and Sales
  • 21. Questions from WebinarSignups4. How to use “Engaged Time of Day” metric to improve performance. Tip: Use Pinfluencer Pin Scheduler to stagger posts +/- 2 hours around Most Engaged times.
  • 22. Questions from WebinarSignups5. Can I regionalize my efforts on Pinterest?6. Do I need a Pinterest Profile, and what’s the best way to launch one? Should I switch to a Business profile?7. Can I advertise on Pinterest?8. Will the Instagram ToS fiasco help Pinterest become more popular? Why Switch? 1. Authenticate 2. Future Goodies
  • 23. Questions from WebinarSignups9. What are the metrics that are most important to executive management? Why?10. Can I track sales from Pinterest?11. How can I track specific pins and pinners that are popular and influential?12. What are the best tools to measure Pinterest (Heather, FarmGirl Gourmet)? Top Metrics to Track • Sales Conversion • Reach & Impressions • Popular Pins  Purchase events • Follower Growth  By Revenue  Total Sales  Average Daily  By Visits/Views  AOV  Total  Most viral • Website Traffic • Competitor  Most comments  Visits & Views  Followers & likes • Pinning & Re-Pinning  Pins from site • Boards  Pins from site  Pinning Activity  Most Engaged  Repin : Pin  Virality  Most Viral  Influential Pinners
  • 24. PinfluencerThe Marketing and Analytics Suite for Pinterest Promotions Content Contests, Sweepstakes, Management Coupons, Giveaways, Instant Schedule Pins, manage Pins Win, and more. across multiple Pinterest accounts. Analytics Audience Data Pins, Repins, site traffic, sales ID Pinners that are conversion, competitors and Advocates, Engaged, and/or more. Influential
  • 25. Promotions Sweeps Giveaways Contests
  • 26. Promotions Eligibility Tracker Content Analysis
  • 27. Analytics Site and Profile ActivityDownstream Conversion• Google Analytics• Coremetrics• Adobe Site Catalyst (Omniture)
  • 28. Analytics • Engaged Pinners • Influential Pinners • Advocates
  • 29. Analytics Popular and Influential PinsEngaging, Viral, andInfluential Boards
  • 30. Content Management Pin Scheduler
  • 31. Congratulations to Our Winner! Alison Feldmann Etsy You won the iPad Mini! Thanks to everyone who participated in the survey.