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Pinterest’s Role in a Social StrategyPeople use Connect with the Engage immediately Discover products and it to: people and brands with the people and be inspired. To curate they care about. brands they need to. their aspira;ons. Brands use -‐ Engagement -‐ News -‐ Uncover purchase it 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
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: ü Yahoo ü Bing ü TwiMer ü Google ads
Pinterest Drives E-commerce User Base 1,000M By Network % of 11% 550M Valen;ne’s Socially Driven Shopping Sessions Day 86% 25MValen;ne’s Day drove an es;mated $17.6 Billion in 2012. 2.5X Spending holiday in the U.S. #3 AOV (Average Order Value) $180 $80 $69 Source: Na;onal Retail Federa;on Source: Comscore, Rich Relevance
Pinterest Promotions for Valentines Day
3 Keys to Successful Promotions1. Define Your Objectives2. Create a Great User Experience3. Promote, Promote, Promote!
Objectives and Success MetricsObjec:ve Measurement(s) Recommended Promo Type(s) Grow Followers Follower count/growth Follow-‐only Viral Reach / Reco’s Pin & Repin volume Repin from Board Reach & Impressions Awareness Reach RePin a Pin Impressions Drive Site Traﬃc Visits RePin from Board Page Views Drive Sales Sales Conversion RePin from Board RePin a Pin Engagement Pin/Repins per Par;cipant Create a Board
2 - Create a Great User Experience
Create a Great User ExperienceAc:on Descrip:on Recommended Best Prac:ces Follow Follows on Pinterest Yes • Ask for this as ﬁrst ac;on Re-‐Pin from User directed to Yes • Leverage Top Pins Board re-‐Pin from • 40-‐60 pins in board • Clearly name board for promo pre-‐curated board Pin from User directed to website Not usually • Narrow category Website to Pin • Op;mize descrip;ons for Pinning, including $’s & #’s Re-‐Pin this Pin User directed to Yes • Op;mize for maximum visibilty/readability in re-‐Pin a speciﬁc Pin feed Create a board User creates board for Depends upon theme. • Only use if it makes sense (i.e. Cura;on of the promo;on Not usually things that wouldn’t ﬁt in a pinners pre-‐ exis;ng boards) Hashtags # User adds a hashtag to No • Align #’s with common search terms, like Pins #Wedding, #Kitchen, or #Recipe
Follow the Brand• Pro’s • Grow follower base for future reach • Low barrier to entry • Good for showing the bosses Tip: If asking for multiple actions, ask for the follow, but don’t “require” it for• Con’s eligibility. • Users may get confused between follow brand and follow board • Users seem to be a bit more selective about who/how many they follow.
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 • Pinners will Pin to their own boards, which is more meaningful in context• Con’s • Possibly less creativity from pinner • Less variety/options for Pinner
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.
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 • Don’t have a Profile • 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 • Barrier to entry • Cannot follow, and search is weak, so Don’t Do it doesn’t help with discovery #MacysVday #Vday • Legacy practice with little purpose #KayValen;nes #V-‐day #Valen;ne #Valen;nes • Recommendation #Valen;nesDay • If you’re set on it, Pre-populate #Jewelery hashtags in product descriptions
User Generated 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• How? • Leverage Pinfluencer Promotions platform, and ask user to pin their image with a #Hashtag so we can track it.
3 - Promote!
Promote Social Email Other Digital Ads Offline Website Press Print Broadcast In-Store
Promote – Consistency
Launching a Promotion in 3-days
How We Help• Strategy Consultation• Design/Advise on User Experience• Configure and DeployOur Platform• T&C’s Opt-in for risk mitigation• Email collection & Optin• Host via: • FB Tab • Landing Page • Your Website
What We Need1. Landing Page Image 475px x 600px2. Official RulesLive in <72 Hours
Painless Tracking & Management• Automatically Calculate Eligibility• Deep Content Insights Work Smarter, Not Harder.
e Marketing And Analytics Suite - for -
Pinfluencere Marketing and Analytics Suite for Pinterest Promotions Content Management Contests, Sweepstakes, Schedule Pins, manage Pins Coupons, Giveaways, Instant across multiple Pinterest Win, and more. accounts. Analytics Audience Data Pins, Repins, site traffic, sales ID Pinners that are Advocates, conversion, competitors and Engaged, and/or Influential more.
Analytics Popular and Inﬂuen;al Pins Engaging, Viral, and Inﬂuen;al Boards
Content Management Pin Scheduler
Run a V-Day Promotion!Visit Pinfluencer.comChat with usOr ContactSales@Pinfluencer.comTo learn more and get started running promotions
Questions from Webinar SignupsPromotion related:1. How to do Product Deals and Sales?2. Which Promotions get the most engagement?3. Which promotions drive the most web traffic?4. Are there any rules for promotions in Pinterest?5. When running a Promotion, what info should we gather?6. Should we create promotion specific boards?General Pinterest:1. What’s the best way to be proactive on Pinterest: liking, following, repinning, etc?2. How can we get around our strict legal team, which only lets us pin our images?3. What’s the best way to get people interested in my Pinterest profile?4. Do I need to start a Pinterest account?5. How can non-profits leverage Pinterest?6. How do we drive Pinterest traffic to FB?