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Driving Sales on Social Media: 5 Pinterest Pointers By Lauren deVlaming


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From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: Driving Sales On Social Media. PRESENTATION: Driving Sales on Social Media: 5 Pinterest Pointers - Given by Lauren de Vlaming, @laurendevlaming - Catalyst (Part of GroupM), Social Group Director. #SMX #33C

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Driving Sales on Social Media: 5 Pinterest Pointers By Lauren deVlaming

  1. 1. #SMX #33C @LaurendeVlaming @catalystSEM DRIVING SALES ON SOCIAL MEDIA 5 PINTEREST POINTERS Presented by: Lauren de Vlaming, Social Group Director, Catalyst
  2. 2. #SMX #33C @LaurendeVlaming Lauren de Vlaming Social Group Director, Catalyst Lauren’s remit lies within the Catalyst social practice, ensuring that staffing, delivery, and best practices adhere to and advance the rigorous standards of both Catalyst and GroupM. Currently a Social Group Director in the Boston office, she has 11 years of digital marketing experience and a proven track record in global social media marketing, brand equity management, and business development. Most recently, Lauren has led Catalyst to win a Gold Distinction in the 2017 Shorty Awards Home & Décor category. Lauren is also co-chair of the 4A’s social media committee and assists in developing and distributing industry guidance papers for social agencies nationwide. @catalystSEM Speaker
  3. 3. #SMX #33C @LaurendeVlaming • Organic Search • Paid Search • Paid Social • Amazon & eCommerce Search Marketing Learn more at WHAT WE DO
  4. 4. #SMX #33C @LaurendeVlaming IS PINTEREST CONSIDERED FOR YOUR SEARCH OR SOCIAL PLANS? @catalystSEM #SMX #33C @LaurendeVlaming
  5. 5. #SMX #33C @LaurendeVlaming @catalystSEM 55%* of users shop for new products on Pinterest! *Source: “Internet Trends 2016,” Kleiner Perkins Caufield & Byers’ Mary Meeker’s presentation on the state of the internet.
  6. 6. #SMX #33C @LaurendeVlaming 87%* of users have reported buying something because of content they discovered on Pinterest! @catalystSEM *Source: Pinterest “Pinsights” April 4th, 2017 edition.
  7. 7. #SMX #33C @LaurendeVlaming @catalystSEM 5 PINTEREST POINTERS
  8. 8. #SMX #33C @LaurendeVlaming#SMX #33C @LaurendeVlaming @catalystSEM 1. IDENTIFY HOW YOUR PRODUCT CATEGORY IS REPRESENTED ON PINTEREST
  9. 9. #SMX #33C @LaurendeVlaming Beyond recipes and DIY, there are thousands of pins dedicated to beauty, fashion, auto, travel and even the savings tips to make pinners dreams come true! @catalystSEM
  10. 10. #SMX #33C @LaurendeVlaming US, February 2017 Source: @catalystSEM 10 Most Popular Pinterest Categories 7% 13% 16% 23% 34% 37% 45% 45% 47% 48% Baby Gear Footwear Sporting Goods Jewelry, Handbags, & Accessories Entertainment (Books, Music, etc.) Clothing & Apparel Home, Garden & Pool/Spa Health & Beauty Flowers, Food, Drinks, & Gifts, Art, Art Supplies & Hobbies Users Surveyed Source: U.S. February 2017
  11. 11. #SMX #33C @LaurendeVlaming @catalystSEM 2. CONSIDER WHAT SPARKS THE “EUREKA” MOMENT
  12. 12. #SMX #33C @LaurendeVlaming By appearing in relevant categories, you can inspire people to keep your brand top-of-mind or can even encourage consumers to think about you in a whole new way. Unlike traditional search, there is opportunity to appear in related broad categories without worrying about a hit to quality score. @catalystSEM + 64 more categories and sub-categories
  13. 13. #SMX #33C @LaurendeVlaming 2. Visual search via Pinterest 3. Pinterest Finding Similar Images 4. Answer is: Stahleck Castle, Bacharach, Germany 1. Where is that castle? @catalystSEM With Pinterest lens, Eureka moments can be purely visual too
  14. 14. #SMX #33C @LaurendeVlaming @catalystSEM 3. DON’T LET A LIMITED ORGANIC PRESENCE HOLD YOU BACK
  15. 15. #SMX #33C @LaurendeVlaming You can run a successful campaign on Pinterest with a very low initial investment in acquiring followers or in creating content to “fill the feed.” @catalystSEM Unlike other platforms, Pinterest’s utility is based on helping users get inspired and complete projects and less about ‘classic’ social currency.
  16. 16. #SMX #33C @LaurendeVlaming 4) How to create efficiencies @catalystSEM 4. HOW TO CREATE EFFICIENCIES
  17. 17. #SMX #33C @LaurendeVlaming Pinterest makes it easy to run programs with existing product feeds. @catalystSEM
  18. 18. #SMX #33C @LaurendeVlaming @catalystSEM 5. LOOK AT THE PAID + SEO POTENTIAL
  19. 19. #SMX #33C @LaurendeVlaming Pinterest creates extended life time value for successful pins. Not only are they discoverable for those seeking out ideas, they link back to your website, and for seasonal offerings they can drive traffic year-over-year. @catalystSEM SERP reward you with organic listings when your pins are optimized for search. 3rd Organic Position
  20. 20. #SMX #33C @LaurendeVlaming #SMXInsights 1. Research how the category is represented on Pinterest today 2. Identify the “Eureka” moment 3. Don’t let a limited organic presence hold you back 4. Re-purpose existing PLA feeds 5. Monitor site traffic to see if Pinterest is driving interest @catalystSEM
  21. 21. #SMX #33C @LaurendeVlaming @catalystSEM Want to learn more about driving sales through social media? Or watch our latest social media webinars at: Email ny/digital-marketing-webinars/
  22. 22. #SMX #33C @LaurendeVlaming 617-663-1247 | | © 2018 Catalyst | All Rights Reserved THANK YOU! See You At The Next #SMX