Maximizing ROI on
Pi@PinLeague @danielpmaloney #AMAOKC
Daniel
Maloney, PinLeague
CEO & Co-founder
@PinLeague #AMAOKC 954-505-8008
1. Analytics & Insights
2.Listening
3.Campaigns
PinLeague makes
Pinterest Marketing
Easy
@PinLeague #AMAOKC 954-505-8008
Trusted by 1,500 brands, 200 agencies
Retail / E-Commerce Brand Marketers Publishers
Agenc...
@PinLeague #AMAOKC 954-505-8008
Data is at Our Core
Rich Social Data
powers multiple
applications
>45 million users
>3 bil...
@PinLeague #AMAOKC 954-505-8008
And we’re based
here, in OKC
@PinLeague #AMAOKC 954-505-8008
This Presentation is
Interactive
@PinLeague #AMAOKC 954-505-8008
How Does Pinterest Factor
into Your Social Media Mix?
Not Yet Pinning
Have Started Pinning...
@PinLeague #AMAOKC 954-505-8008
Thank You!
Here’s a Gift
First Name + Email
(954) 505-8008
@PinLeague #AMAOKC 954-505-8008
On the Block…
1. 5 Key Things To Know
2. Growing Your Brand on Pinterest
3. Maximizing Pin...
KEY THINGS
TO KNOW
@PinLeague #AMAOKC 954-505-8008
1. Pinterest is Aspirational
What I’m doing
Who I am
Who I WANT TO BE
@PinLeague #AMAOKC 954-505-8008
2. Hyper-targeting is Built In
@PinLeague #AMAOKC 954-505-8008
Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
3....
5-25 mins
4. CONTENT LIVES LONGER
Sources: http://corp.klout.com/blog/2011/11/the-life-of-a-tweet/; http://www.marketingpi...
@PinLeague #AMAOKC 954-505-8008
5. Rich Pins are the Future
• Improves discovery
• Commercial foundation
• Addresses stale...
@PinLeague #AMAOKC 954-505-8008
Already enabling cool features…
@PinLeague #AMAOKC 954-505-8008
More Referrals Per User,
More Revenue Per Referral
1.0 1.1
14.0
Twitter Facebook Pinterest...
GROWING
YOUR
ON
@PinLeague #AMAOKC 954-505-8008
Are you using a Pinterest tool
to understand your audience?
I am! I am!
@PinLeague #AMAOKC 954-505-8008
Get A Free Analytics Dashboard at
PinLeague.com
@PinLeague #AMAOKC 954-505-8008
Step 1: Know Your Audience
What’s being shared about my brand?
What topics interest our au...
@PinLeague #AMAOKC 954-505-8008
What’s being share about your brand?
@PinLeague #AMAOKC 954-505-8008
Who is pinning from our site?
@PinLeague #AMAOKC 954-505-8008
Step 2:
Curate CONTENT for the User
5 things they LOVE +
5 things they have a hard time fi...
@PinLeague #AMAOKC 954-505-8008
Cover Photos are Critical
Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-st...
@PinLeague #AMAOKC 954-505-8008
Step 3:
Study the
Results
and
OPTIMIZE
@PinLeague #AMAOKC 954-505-8008
Use A Category Heatmap To See
Which Content is Going Viral
@PinLeague #AMAOKC 954-505-8008
Dig Deeper into Content Strategy
with the Boards Report
@PinLeague #AMAOKC 954-505-8008
Then, See Which Pins Perform Best
@PinLeague #AMAOKC 954-505-8008
Optimize Pinning When Your
Audience is Online and Active
MAXIMIZING
ROI
@PinLeague #AMAOKC 954-505-8008
The Marginal Cost of Growth on
Pinterest is Lower than Facebook
$0.01 – 0.40 $0.50 – 2.50
...
@PinLeague #AMAOKC 954-505-8008
Pinterest ROI =
ƒ(Mass, Activation, Conversion)
@PinLeague #AMAOKC 954-505-8008
Off-Pinterest
Key ROI Drivers
On-Pinterest
@PinLeague #AMAOKC 954-505-8008
Contests Draw Short-Term Attention
3,434
3,819
421
1,720
0
1,000
2,000
3,000
4,000
Restaur...
@PinLeague #AMAOKC 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...
@PinLeague #AMAOKC 954-505-8008
Source: http://facebook.com/jeep
@PinLeague #AMAOKC 954-505-8008
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
>1,000 Pinter...
@PinLeague #AMAOKC 954-505-8008
16k
followers
471k
fans
2.1M
subscribers
*Twitter and e-mail available now, facebook comin...
@PinLeague #AMAOKC 954-505-8008
2.1 M
E-mails
Most Companies use a single Blast;
this is a Flawed Approach
600k on
Pintere...
@PinLeague #AMAOKC 954-505-8008
2.1 M
E-mails
But Each User is Unique;
Speak Their Language!
600k on
Pinterest
1.5M
Not on...
@PinLeague #AMAOKC 954-505-8008
2-3x growth rate
afterwards
@PinLeague #AMAOKC 954-505-8008
Retailer Case Study: Social + Email
60k
Users Targeted
$1,800
spend
Weekly
email sends
+$1...
@PinLeague #AMAOKC 954-505-8008
Influencer Marketing
@PinLeague #AMAOKC 954-505-8008
Important: Influencers are
Influential About SOMETHING
@PinLeague #AMAOKC 954-505-8008
Important: Influencers are
Influential About SOMETHING
@PinLeague #AMAOKC 954-505-8008
The Challenge:
Finding The Right Influencers
@PinLeague #AMAOKC 954-505-8008
We love
burgers.
We pinned
content from
chilis.com
We pin about
food often = influencer
To...
@PinLeague #AMAOKC 954-505-8008
Pinterest ROI =
ƒ(Mass, Activation, Conversion)
+
Enterprise Insight
@PinLeague #AMAOKC 954-505-8008
THE REAL LONG-TERM ROI:
THE DATA
@PinLeague #AMAOKC 954-505-8008
1% better
merchandising
decisions…
$700M
per year
@PinLeague #AMAOKC 954-505-8008
Applications
Content Analysis •SEO
•Content Strategy
•Product Testing
Influencer & Fan
Ide...
@PinLeague #AMAOKC 954-505-8008
How Can I Help?
First Name + Email
(954) 505-8008
@danielpmaloney
danny@pinleague.com
Maximizing ROI on Pinterest - #AMAOKC - August 2013 - by PinLeague
Maximizing ROI on Pinterest - #AMAOKC - August 2013 - by PinLeague
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Maximizing ROI on Pinterest - #AMAOKC - August 2013 - by PinLeague

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Learn what tactics are helping brands leverage Pinterest as a marketing platform in an organic, ROI-driven manner. Includes tutorial on using Pinterest Analytics from PinLeague to optimize content strategy, build your community and grow your business.

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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
  • Maximizing ROI on Pinterest - #AMAOKC - August 2013 - by PinLeague

    1. 1. Maximizing ROI on Pi@PinLeague @danielpmaloney #AMAOKC Daniel Maloney, PinLeague CEO & Co-founder
    2. 2. @PinLeague #AMAOKC 954-505-8008 1. Analytics & Insights 2.Listening 3.Campaigns PinLeague makes Pinterest Marketing Easy
    3. 3. @PinLeague #AMAOKC 954-505-8008 Trusted by 1,500 brands, 200 agencies Retail / E-Commerce Brand Marketers Publishers Agencies
    4. 4. @PinLeague #AMAOKC 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
    5. 5. @PinLeague #AMAOKC 954-505-8008 And we’re based here, in OKC
    6. 6. @PinLeague #AMAOKC 954-505-8008 This Presentation is Interactive
    7. 7. @PinLeague #AMAOKC 954-505-8008 How Does Pinterest Factor into Your Social Media Mix? Not Yet Pinning Have Started Pinning Growing Quickly Pinterest = #1 Social Site
    8. 8. @PinLeague #AMAOKC 954-505-8008 Thank You! Here’s a Gift First Name + Email (954) 505-8008
    9. 9. @PinLeague #AMAOKC 954-505-8008 On the Block… 1. 5 Key Things To Know 2. Growing Your Brand on Pinterest 3. Maximizing Pinterest ROI
    10. 10. KEY THINGS TO KNOW
    11. 11. @PinLeague #AMAOKC 954-505-8008 1. Pinterest is Aspirational What I’m doing Who I am Who I WANT TO BE
    12. 12. @PinLeague #AMAOKC 954-505-8008 2. Hyper-targeting is Built In
    13. 13. @PinLeague #AMAOKC 954-505-8008 Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look 3. More Targeted  More ADDICTIVE
    14. 14. 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
    15. 15. @PinLeague #AMAOKC 954-505-8008 5. Rich Pins are the Future • Improves discovery • Commercial foundation • Addresses stale links http://pinleague.com/make-rich-pins
    16. 16. @PinLeague #AMAOKC 954-505-8008 Already enabling cool features…
    17. 17. @PinLeague #AMAOKC 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
    18. 18. GROWING YOUR ON
    19. 19. @PinLeague #AMAOKC 954-505-8008 Are you using a Pinterest tool to understand your audience? I am! I am!
    20. 20. @PinLeague #AMAOKC 954-505-8008 Get A Free Analytics Dashboard at PinLeague.com
    21. 21. @PinLeague #AMAOKC 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?
    22. 22. @PinLeague #AMAOKC 954-505-8008 What’s being share about your brand?
    23. 23. @PinLeague #AMAOKC 954-505-8008 Who is pinning from our site?
    24. 24. @PinLeague #AMAOKC 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
    25. 25. @PinLeague #AMAOKC 954-505-8008 Cover Photos are Critical Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
    26. 26. @PinLeague #AMAOKC 954-505-8008 Step 3: Study the Results and OPTIMIZE
    27. 27. @PinLeague #AMAOKC 954-505-8008 Use A Category Heatmap To See Which Content is Going Viral
    28. 28. @PinLeague #AMAOKC 954-505-8008 Dig Deeper into Content Strategy with the Boards Report
    29. 29. @PinLeague #AMAOKC 954-505-8008 Then, See Which Pins Perform Best
    30. 30. @PinLeague #AMAOKC 954-505-8008 Optimize Pinning When Your Audience is Online and Active
    31. 31. MAXIMIZING ROI
    32. 32. @PinLeague #AMAOKC 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
    33. 33. @PinLeague #AMAOKC 954-505-8008 Pinterest ROI = ƒ(Mass, Activation, Conversion)
    34. 34. @PinLeague #AMAOKC 954-505-8008 Off-Pinterest Key ROI Drivers On-Pinterest
    35. 35. @PinLeague #AMAOKC 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
    36. 36. @PinLeague #AMAOKC 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
    37. 37. @PinLeague #AMAOKC 954-505-8008 Source: http://facebook.com/jeep
    38. 38. @PinLeague #AMAOKC 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…
    39. 39. @PinLeague #AMAOKC 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…
    40. 40. @PinLeague #AMAOKC 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!”
    41. 41. @PinLeague #AMAOKC 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
    42. 42. @PinLeague #AMAOKC 954-505-8008 2-3x growth rate afterwards
    43. 43. @PinLeague #AMAOKC 954-505-8008 Retailer Case Study: Social + Email 60k Users Targeted $1,800 spend Weekly email sends +$11k / mo on Pinterest +12k Pins by users +2,500 followers
    44. 44. @PinLeague #AMAOKC 954-505-8008 Influencer Marketing
    45. 45. @PinLeague #AMAOKC 954-505-8008 Important: Influencers are Influential About SOMETHING
    46. 46. @PinLeague #AMAOKC 954-505-8008 Important: Influencers are Influential About SOMETHING
    47. 47. @PinLeague #AMAOKC 954-505-8008 The Challenge: Finding The Right Influencers
    48. 48. @PinLeague #AMAOKC 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
    49. 49. @PinLeague #AMAOKC 954-505-8008 Pinterest ROI = ƒ(Mass, Activation, Conversion) + Enterprise Insight
    50. 50. @PinLeague #AMAOKC 954-505-8008 THE REAL LONG-TERM ROI: THE DATA
    51. 51. @PinLeague #AMAOKC 954-505-8008 1% better merchandising decisions… $700M per year
    52. 52. @PinLeague #AMAOKC 954-505-8008 Applications Content Analysis •SEO •Content Strategy •Product Testing Influencer & Fan Identification •Build Influencer Network •Expand Affiliate Network Competitive Intelligence •Merchandising •Track Campaign Effectiveness •Recruit Competitors’ Customers Pinterest Data In Action…
    53. 53. @PinLeague #AMAOKC 954-505-8008 How Can I Help? First Name + Email (954) 505-8008 @danielpmaloney danny@pinleague.com

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