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Pioneers onHow early adopters are seeing success            Daniel Maloney,      PinLeague CEO & Co-founder    @PinLeague ...
@PinLeague #AAF   954-505-8008This Presentation is  Interactive
@PinLeague #AAF       954-505-8008Help Me Get to Know You    • Representing a Brand / Business    • Representing an Agency...
@PinLeague #AAF        954-505-8008What do YOU want to discuss?       1. What Pinterest is (and isn’t)       2. Building Y...
@PinLeague #AAF   954-505-8008 Thank You!Here’s A Gift   First Name + Email   (954) 505-8008
@PinLeague #AAF      954-505-8008PinLeague makes     Pinterest Marketing                              Easy             1. ...
@PinLeague #AAF          954-505-8008Data is at our Core                                 Analytics & Insights  Rich Social...
WHAT                 IS   (AND ISN’T)
@PinLeague #AAF   954-505-8008     Fastest to 10 Million Monthly Users;     now >30 Million                               ...
@PinLeague #AAF                       954-505-8008      “It’s ADDICTIVE!”Source: http://info.rjmetrics.com/blog/bid/52877/...
@PinLeague #AAF   954-505-8008 It’s NOT Conversational                                                  175               ...
It’s NOT about Status Updates                   5-25 minutes            5-25 mins                              5-25 minute...
@PinLeague #AAF      954-505-8008Pinterest is an Online Pinboard
@PinLeague #AAF     954-505-8008Pinterest makes  …Life events       …Home Projects            …Shopping               …Gif...
@PinLeague #AAF     954-505-8008Pinterest makes      Discovery &       Planning                             Social.
@PinLeague #AAF   954-505-8008Fundamental Difference     What I’m doing     Who I am     Who I WANT TO BE
@PinLeague #AAF   954-505-8008It’s Brand and Product Inclusive
@PinLeague #AAF                                                          954-505-8008    More Referrals Per User,    More ...
BUILDING  YOUR    ON
@PinLeague #AAF   954-505-8008Will You Invest inPinterest in 2013?    No.    Yes- Same as Today    Yes- More Than Today
@PinLeague #AAF       954-505-8008 How Does Pinterest Factorinto Your Social Media Mix?           Brand Messaging         ...
@PinLeague #AAF                   954-505-8008  Pinterest                   600                                    Top 1,5...
@PinLeague #AAF               954-505-8008   Early Brand “Winners” Emerging   Women’s Magazine Brands: Conde Nast, Hearst,...
@PinLeague #AAF         954-505-8008 80 / 2080% of focus spent on Company profile / boards80% of buzz and revenue from USE...
@PinLeague #AAF     954-505-8008  Step 1: Know Your AudienceWhat’s being shared from your brand?     Who is doing the shar...
@PinLeague #AAF   954-505-8008Get A Free Analytics Dashboard at         PinLeague.com
@PinLeague #AAF   954-505-8008See Who’s Pinning About You,What They’re Pinning
@PinLeague #AAF      954-505-8008Step 2:Design CONTENT for the User5 things they LOVE +5 things they have a hard time find...
@PinLeague #AAF                                  954-505-8008     Cover Photos are CriticalSource: http://mashable.com/201...
@PinLeague #AAF   954-505-8008Step 3: Engage Your Fan BaseIntegration     Contests & Charity                    Cross-Plat...
@PinLeague #AAF                                  954-505-8008  Contests Draw Short-Term Attention                    Resta...
@PinLeague #AAF          954-505-8008NOTE!! NEW CONTEST RULESMost “Pin 2 Win” contests by major brandsno longer meet the c...
@PinLeague #AAF                            954-505-8008  Honda Jumped to An Early Lead                   Automotive Brands...
@PinLeague #AAF   954-505-8008Source: http://facebook.com/jeep
@PinLeague #AAF                  954-505-8008  23k Likes later…                                                           ...
@PinLeague #AAF   954-505-8008Step 4: Measure and Adjust   http://PinLeague.com
MAXIMIZINGROI
@PinLeague #AAF    954-505-8008The Most Common Reason forNOT Investing in Pinterest…       “I can’t justify the ROI vs. Fa...
@PinLeague #AAF                  954-505-8008   The Marginal Cost of Growth on   Pinterest is Lower then Facebook        $...
@PinLeague #AAF          954-505-8008              Energizing Your Base is the             Fastest Path to Critical Mass. ...
@PinLeague #AAF            954-505-8008Most Companies use a single Blast;this is a Flawed Approach             600k on    ...
@PinLeague #AAF       954-505-8008But Each User is Unique;Speak Their Language!             600k on   2.1 M     Pinterest ...
@PinLeague #AAF          954-505-8008                  2-3x growth rate                     afterwards
@PinLeague #AAF           954-505-8008Case Study: PinMail + Online Retail      60k                          +$11k / mo  Us...
@PinLeague #AAF           954-505-80082nd Fastest Path to Critical Mass:Influencer Recruitment                            ...
@PinLeague #AAF   954-505-8008Audience Engine: Interest-DrivenInfluencer Recruitment
@PinLeague #AAF      954-505-8008Audience Engine: Interest-DrivenInfluencer Recruitment                We love            ...
@PinLeague #AAF   954-505-8008THE KEY TO PINTEREST ROI:THE DATA
@PinLeague #AAF            954-505-8008Pinterest Data In Action…                               ApplicationsContent Analysi...
@PinLeague #AAF   954-505-8008How Can I Help?     First Name + Email     (954) 505-8008  @danielpmaloney  danny@pinleague....
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Pioneers on Pinterest: How Early Adopters Are Seeing Success by PinLeague - AAF District 10 Tulsa 2013

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A presentation highlighting What Pinterest Is, Pinterest strategies used by successful brands and some advanced tactics to consider. With case studies.

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Pioneers on Pinterest: How Early Adopters Are Seeing Success by PinLeague - AAF District 10 Tulsa 2013

  1. 1. Pioneers onHow early adopters are seeing success Daniel Maloney, PinLeague CEO & Co-founder @PinLeague @danielpmaloney #AAF
  2. 2. @PinLeague #AAF 954-505-8008This Presentation is Interactive
  3. 3. @PinLeague #AAF 954-505-8008Help Me Get to Know You • Representing a Brand / Business • Representing an Agency • Representing a Service Provider
  4. 4. @PinLeague #AAF 954-505-8008What do YOU want to discuss? 1. What Pinterest is (and isn’t) 2. Building Your Brand on Pinterest 3. Maximizing Pinterest ROI
  5. 5. @PinLeague #AAF 954-505-8008 Thank You!Here’s A Gift First Name + Email (954) 505-8008
  6. 6. @PinLeague #AAF 954-505-8008PinLeague makes Pinterest Marketing Easy 1. Mobilize Fan Base 2.Attract New Customers 3. Analytics & Insights
  7. 7. @PinLeague #AAF 954-505-8008Data is at our Core Analytics & Insights Rich Social Data Each Day… Audience Engine >40 million Users >75 million Pins Social + Email
  8. 8. WHAT IS (AND ISN’T)
  9. 9. @PinLeague #AAF 954-505-8008 Fastest to 10 Million Monthly Users; now >30 Million 12/2012Source: http://compete.com
  10. 10. @PinLeague #AAF 954-505-8008 “It’s ADDICTIVE!”Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
  11. 11. @PinLeague #AAF 954-505-8008 It’s NOT Conversational 175 Repins per CommentSource: PinLeague data, based on a sample size of 3.3 million pins
  12. 12. It’s NOT about Status Updates 5-25 minutes 5-25 mins 5-25 minutes 80 minutes 80 minutes > 1 weekSources: 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; PinLeague client data: internal + Google Analytics; based on a sample of client repins; April 2012
  13. 13. @PinLeague #AAF 954-505-8008Pinterest is an Online Pinboard
  14. 14. @PinLeague #AAF 954-505-8008Pinterest makes …Life events …Home Projects …Shopping …Gifting …Education …Self-identity Social.
  15. 15. @PinLeague #AAF 954-505-8008Pinterest makes Discovery & Planning Social.
  16. 16. @PinLeague #AAF 954-505-8008Fundamental Difference What I’m doing Who I am Who I WANT TO BE
  17. 17. @PinLeague #AAF 954-505-8008It’s Brand and Product Inclusive
  18. 18. @PinLeague #AAF 954-505-8008 More Referrals Per User, More Revenue Per Referral $179 Ratio: 14.0 Average Order Value Referral Share to from Social Referrals User Share 14x $69 $80 12.5x 1.0 1.1 Twitter Facebook Pinterest Twitter Facebook PinterestSource: http://blog.eloqua.com/pinterest-social-media-marketing/; http://activ8social.com/2012/09/25/pinterests-power-infographic/
  19. 19. BUILDING YOUR ON
  20. 20. @PinLeague #AAF 954-505-8008Will You Invest inPinterest in 2013? No. Yes- Same as Today Yes- More Than Today
  21. 21. @PinLeague #AAF 954-505-8008 How Does Pinterest Factorinto Your Social Media Mix? Brand Messaging Revenue Generator Content Marketing Customer Loyalty
  22. 22. @PinLeague #AAF 954-505-8008 Pinterest 600 Top 1,500 Brands on Pinterest 530 Adoption is Growing 450 403 312 300 Our Estimate: 150 101 124 90% 0 83 penetration Q1 Q2 Q3 in 2013 Have Profile Have 1,000+ FollowersSource: PinLeague research
  23. 23. @PinLeague #AAF 954-505-8008 Early Brand “Winners” Emerging Women’s Magazine Brands: Conde Nast, Hearst, Meredith Brand Followers Harper’s Bazaar 4,966,568 Good News: Better Homes & Gardens 347,527 Pinterest has started to Country Living 251,165 promote early adopters Seventeen 204,048 Marie Claire 197,913 Lucky Magazine 102,324 Bad News: 3 brands >25,000 This window of 8 brands >10,000 opportunity will close 17 brands <10,000Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  24. 24. @PinLeague #AAF 954-505-8008 80 / 2080% of focus spent on Company profile / boards80% of buzz and revenue from USER pins
  25. 25. @PinLeague #AAF 954-505-8008 Step 1: Know Your AudienceWhat’s being shared from your brand? Who is doing the sharing? What do those users engage with?
  26. 26. @PinLeague #AAF 954-505-8008Get A Free Analytics Dashboard at PinLeague.com
  27. 27. @PinLeague #AAF 954-505-8008See Who’s Pinning About You,What They’re Pinning
  28. 28. @PinLeague #AAF 954-505-8008Step 2:Design CONTENT for the User5 things they LOVE +5 things they have a hard time finding +2 things about you= Your First 12 Boards
  29. 29. @PinLeague #AAF 954-505-8008 Cover Photos are CriticalSource: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
  30. 30. @PinLeague #AAF 954-505-8008Step 3: Engage Your Fan BaseIntegration Contests & Charity Cross-Platform
  31. 31. @PinLeague #AAF 954-505-8008 Contests Draw Short-Term Attention Restaurant Chains on Pinterest –Followers in September 4,000 3,819 3,434 3,000 Then, flatlined again Jumped to #2 with 2,000 “Pin it to Win It” 1,720 contest on their blog 1,000 0 421 panerabread maggianos pfchangs tgifridayspins chilis qdobamexgrillSource: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  32. 32. @PinLeague #AAF 954-505-8008NOTE!! NEW CONTEST RULESMost “Pin 2 Win” contests by major brandsno longer meet the criteriaFor example, you can’t…• Restrict which content can be pinned• Require >1 pin / repin / like / comment• Require including the rules in comments• Use repins / likes as votes or entries Bit.ly/Pinterest-Contests
  33. 33. @PinLeague #AAF 954-505-8008 Honda Jumped to An Early Lead Automotive Brands on Pinterest –Followers in September 6,000 5,384 5,044 5,000 4,000 "Pintermission:” A 24-hour break from 3,000 Pinterest to visit places or buy products theyve pinned about (with $500 cash) 2,000 1,000 1,545 312 And Jeep? 0 honda volkswagen porsche peugeotpanama officialmini jeepSource: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  34. 34. @PinLeague #AAF 954-505-8008Source: http://facebook.com/jeep
  35. 35. @PinLeague #AAF 954-505-8008 23k Likes later… >1,000 Pinterest followers in 2 days Growth tripled from 35 to 110 /wkSource: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  36. 36. @PinLeague #AAF 954-505-8008Step 4: Measure and Adjust http://PinLeague.com
  37. 37. MAXIMIZINGROI
  38. 38. @PinLeague #AAF 954-505-8008The Most Common Reason forNOT Investing in Pinterest… “I can’t justify the ROI vs. Facebook or Twitter where we have more followers.”
  39. 39. @PinLeague #AAF 954-505-8008 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 massSource: PinLeague data, http://www.emediavitals.com/content/price-facebook-fan
  40. 40. @PinLeague #AAF 954-505-8008 Energizing Your Base is the Fastest Path to Critical Mass. 16k 471k followers 2.1M fans subscribers*Twitter and e-mail available now, facebook coming soon
  41. 41. @PinLeague #AAF 954-505-8008Most Companies use a single Blast;this is a Flawed Approach 600k on “Yay!” 2.1 M Pinterest E-mails 1.5M “Don’t SPAM Not on Me!” Pinterest
  42. 42. @PinLeague #AAF 954-505-8008But Each User is Unique;Speak Their Language! 600k on 2.1 M Pinterest E-mails 800k 1.5M Facebook Not on 300k Pinterest Twitter
  43. 43. @PinLeague #AAF 954-505-8008 2-3x growth rate afterwards
  44. 44. @PinLeague #AAF 954-505-8008Case Study: PinMail + Online Retail 60k +$11k / mo Users Targeted on Pinterest $1,800 +12k Pins spend by users Weekly +2,500 email sends followers
  45. 45. @PinLeague #AAF 954-505-80082nd Fastest Path to Critical Mass:Influencer Recruitment Simple Tip: Engage followers who haven’t yet pinned from your site with great content
  46. 46. @PinLeague #AAF 954-505-8008Audience Engine: Interest-DrivenInfluencer Recruitment
  47. 47. @PinLeague #AAF 954-505-8008Audience Engine: Interest-DrivenInfluencer Recruitment We love burgers. We pinned content from chilis.com We pin about food often = influencer
  48. 48. @PinLeague #AAF 954-505-8008THE KEY TO PINTEREST ROI:THE DATA
  49. 49. @PinLeague #AAF 954-505-8008Pinterest Data In Action… ApplicationsContent Analysis • SEO • Content Strategy • Product TestingInfluencer & Fan • Build Influencer NetworkIdentification • Expand Affiliate NetworkCompetitive • MerchandisingIntelligence • Track Campaign Effectiveness • Recruit Competitors’ Customers
  50. 50. @PinLeague #AAF 954-505-8008How Can I Help? First Name + Email (954) 505-8008 @danielpmaloney danny@pinleague.com

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