This presentation is an introduction and practical guide for marketers looking to leverage Pinterest. Learn what Pinterest is and isn't, as well as how it differs from other social networks. Then, get a step by step guide to building your brand on Pinterest. And lastly, dig into advanced topics for maximizing ROI.
There is also a link inside to get a free Pinterest analytics dashboard.
3. @PinLeague #ddsum12 954-505-8008
What do YOU want to discuss?
1. What Pinterest is (and isn’t)
2. Building Your Brand on Pinterest
3. Maximizing Pinterest ROI
4. @PinLeague #ddsum12 954-505-8008
Thank You!
Here’s A Gift
First Name + Email
(954) 505-8008
5. @PinLeague #ddsum12 954-505-8008
PinLeague makes
Pinterest Marketing
Easy
1. Mobilize Fan Base
2.Attract New Customers
3. Analytics & Insights
6. @PinLeague #ddsum12 954-505-8008
Data is at our Core
Analytics & Insights
Content, Influencers, Competitors
Pinterest Data
Each Day… Audience Engine
Find Your Target Audience
15 million Pins
3 million Profiles
PinMail
Socially powered E-mail
10. @PinLeague #ddsum12 954-505-8008
It’s NOT Conversational
175
Repins per Comment
Source: PinLeague data, based on a sample size of 3.3 million pins
11. It’s NOT about Status Updates
5-25 minutes
5-25 mins 5-25 minutes
80 minutes
80 minutes
> 1 week
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
18. @PinLeague #ddsum12 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 Pinterest
Source: http://blog.eloqua.com/pinterest-social-media-marketing/; http://activ8social.com/2012/09/25/pinterests-power-infographic/
20. @PinLeague #ddsum12 954-505-8008
How Does Pinterest Factor
into Your Social Media Mix?
Not Yet Pinning
Have Started Pinning
Growing Quickly
Pinterest = #1 Social Site
21. @PinLeague #ddsum12 954-505-8008
Will You Invest in
Pinterest in 2013?
No.
Yes- Same as Today
Yes- More Than Today
22. @PinLeague #ddsum12 954-505-8008
Pinterest 600
Top 1,500 Brands on Pinterest
530
Adoption
is Growing 450 403
312
300
Our Estimate:
124
90% 150
83 101
penetration 0
in 2013 March June September
Have Profile Have 1,000+ Followers
Source: PinLeague research
23. @PinLeague #ddsum12 954-505-8008
Early Brand “Winners” Emerging
Women’s Magazine Brands: Conde Nast, Hearst, Meredith
Brand Followers
Harper’s Bazaar 5,645,247 Good News:
Better Homes & Gardens 205,853 Pinterest has started to
Seventeen 95,213 promote early adopters
Marie Claire 92,839
Country Living 73,424
Lucky Magazine 58,791
Bad News:
3 brands >25,000
This window of
8 brands >10,000
opportunity will close
17 brands <10,000
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
24. @PinLeague #ddsum12 954-505-8008
80 / 20
80% of focus spent on Company profile / boards
80% of buzz and revenue from USER pins
25. @PinLeague #ddsum12 954-505-8008
Step 1: Know Your Audience
What is being shared / said
about your brand?
Who is doing the sharing /
talking?
26. @PinLeague #ddsum12 954-505-8008
Get A Free Analytics Dashboard
at PinLeague.com
27. @PinLeague #ddsum12 954-505-8008
Step 2:
Design CONTENT for the User
5 things they LOVE +
5 things they have a hard time finding +
2 things about you
= Your First 12 Boards
28. @PinLeague #ddsum12 954-505-8008
Cover Photos are Critical
Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
29. @PinLeague #ddsum12 954-505-8008
Step 3: Engage Your Fan Base
Integration Contests & Charity
Cross-Platform
30. @PinLeague #ddsum12 954-505-8008
Contests Can Draw Attention…
Restaurant Chains on Pinterest –Followers in September
4,000 3,819
3,434
3,000
Jumped to #2 with
“Pin it to Win It”
2,000
contest on their blog
1,720
1,000
0 421
panerabread maggianos pfchangs tgifridayspins chilis qdobamexgrill
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
31. @PinLeague #ddsum12 954-505-8008
…But Require Ongoing Promotion
Results
• 1,100 followers in 3 days
• Growth slowed down again
substantially
Over 3 months: $0.41 / follower
32. @PinLeague #ddsum12 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
Pinterest to visit places or buy products
3,000
they've pinned about (with $500 cash)
2,000
1,000 1,545
312 And Jeep?
0
honda volkswagen porsche peugeotpanama officialmini jeep
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
37. @PinLeague #ddsum12 954-505-8008
The Most Common Reason for
NOT Investing in Pinterest…
“I can’t justify the ROI vs.
investing in Facebook or Twitter,
where we have more followers.”
38. @PinLeague #ddsum12 954-505-8008
The Marginal Cost of Growth on
Pinterest is Lower then Facebook
$0.01 – 0.50 $0.25 – 1.27
So, the issue must be critical mass
Source: http://www.emediavitals.com/content/price-facebook-fan
39. @PinLeague #ddsum12 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
40. @PinLeague #ddsum12 954-505-8008
Most 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
41. @PinLeague #ddsum12 954-505-8008
But Each User is Unique;
Speak Their Language!
600k on
2.1 M Pinterest
E-mails
800k
1.5M Facebook
Not on
300k
Pinterest Twitter
42. @PinLeague #ddsum12 954-505-8008
Case Study: PinMail + Online Retail
60k +$11k / mo
Users Targeted on Pinterest
$1,800 +12k Pins
spend by users
Weekly +2,500
email sends followers
43. @PinLeague #ddsum12 954-505-8008
2nd Fastest Path to Critical Mass:
Influencer Recruitment
Not 1 of OldNavy’s
20 most influential
followers have
pinned from
oldnavy.gap.com
44. @PinLeague #ddsum12 954-505-8008
Finally, Leverage Pinterest Data
Elsewhere
Potential Applications
Content Analysis • SEO
• Product Testing
Influencer & Fan • Build Influencer Network for all
Identification Ad Campaigns
• HR / Recruiting Tool
Competitive • Merchandising
Intelligence • Track Campaign Effectiveness
• Recruit Competitors’ Customers
45. @PinLeague #ddsum12 954-505-8008
How Can I Help?
First Name + Email
(954) 505-8008
@danielpmaloney
danny@pinleague.com