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SMSS: Establishing Your Brand and Maximizing ROI on Pinterest - PinLeague

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SMSS: Establishing Your Brand and Maximizing ROI on Pinterest - PinLeague

  1. 1. Establishing Your Brand & Maximizing ROI on Daniel Maloney, CEO & Co-founder@PinLeague @danielpmaloney #SMSSummit
  2. 2. @PinLeague #SMSSummit 954-505-8008This Presentation is Interactive
  3. 3. @PinLeague #SMSSummit 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
  4. 4. @PinLeague #SMSSummit 954-505-8008 Thank You!Here’s A Gift First Name + Email (954) 505-8008
  5. 5. @PinLeague #SMSSummit 954-505-8008PinLeague makes Pinterest Marketing Easy 1. Mobilize Fan Base 2.Attract New Customers 3. Analytics & Insights
  6. 6. @PinLeague #SMSSummit 954-505-8008Data is at our Core Analytics & Insights Rich Social Data Each Day… Audience Engine >30 million Users >70 million Pins Social + Email
  7. 7. WHAT IS (AND ISN’T)
  8. 8. @PinLeague #SMSSummit 954-505-8008 Fastest to 10 Million Monthly Users; now >30 Million 12/2012Source: http://compete.com
  9. 9. @PinLeague #SMSSummit 954-505-8008 “It’s ADDICTIVE!”Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
  10. 10. @PinLeague #SMSSummit 954-505-8008 It’s NOT Conversational 175 Repins per CommentSource: PinLeague data, based on a sample size of 3.3 million pins
  11. 11. 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
  12. 12. @PinLeague #SMSSummit 954-505-8008Pinterest is an Online Pinboard
  13. 13. @PinLeague #SMSSummit 954-505-8008Pinterest makes …Life events …Home Projects …Shopping …Gifting …Education …Self-identity Social.
  14. 14. @PinLeague #SMSSummit 954-505-8008Pinterest makes Discovery & Planning Social.
  15. 15. @PinLeague #SMSSummit 954-505-8008Fundamental Difference What I’m doing Who I am Who I WANT TO BE
  16. 16. @PinLeague #SMSSummit 954-505-8008It’s Brand and Product Inclusive
  17. 17. @PinLeague #SMSSummit 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/
  18. 18. BUILDING YOUR ON
  19. 19. @PinLeague #SMSSummit 954-505-8008 How Does Pinterest Factorinto Your Social Media Mix? Not Yet Pinning Have Started Pinning Growing Quickly Pinterest = #1 Social Site
  20. 20. @PinLeague #SMSSummit 954-505-8008Will You Invest inPinterest in 2013? No. Yes- Same as Today Yes- More Than Today
  21. 21. @PinLeague #SMSSummit 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
  22. 22. @PinLeague #SMSSummit 954-505-8008 Early Brand “Winners” Emerging Women’s Magazine Brands: Conde Nast, Hearst, Meredith Brand Followers Harper’s Bazaar 4,573,654 Good News: Better Homes & Gardens 298,772 Pinterest has started to Seventeen 175,344 promote early adopters Marie Claire 168,979 Country Living 178,246 Lucky Magazine 83,7554 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
  23. 23. @PinLeague #SMSSummit 954-505-8008 80 / 2080% of focus spent on Company profile / boards80% of buzz and revenue from USER pins
  24. 24. @PinLeague #SMSSummit 954-505-8008Step 1: Know Your AudienceWhat is being shared / said about your brand?Who is doing the sharing / talking?
  25. 25. @PinLeague #SMSSummit 954-505-8008Get A Free Analytics Dashboard at PinLeague.com
  26. 26. @PinLeague #SMSSummit 954-505-8008See Who’s Pinning About You,What They’re Pinning
  27. 27. @PinLeague #SMSSummit 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
  28. 28. @PinLeague #SMSSummit 954-505-8008 Cover Photos are CriticalSource: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
  29. 29. @PinLeague #SMSSummit 954-505-8008Step 3: Engage Your Fan BaseIntegration Contests & Charity Cross-Platform
  30. 30. @PinLeague #SMSSummit 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
  31. 31. @PinLeague #SMSSummit 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
  32. 32. @PinLeague #SMSSummit 954-505-8008Source: http://facebook.com/jeep
  33. 33. @PinLeague #SMSSummit 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
  34. 34. @PinLeague #SMSSummit 954-505-8008Step 4: Measure and Adjust http://PinLeague.com
  35. 35. MAXIMIZINGROI
  36. 36. @PinLeague #SMSSummit 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.”
  37. 37. @PinLeague #SMSSummit 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
  38. 38. @PinLeague #SMSSummit 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
  39. 39. @PinLeague #SMSSummit 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
  40. 40. @PinLeague #SMSSummit 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
  41. 41. @PinLeague #SMSSummit 954-505-8008 2-3x growth rate afterwards
  42. 42. @PinLeague #SMSSummit 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
  43. 43. @PinLeague #SMSSummit 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
  44. 44. @PinLeague #SMSSummit 954-505-8008THE REAL KEY TO PINTERESTROI: THE DATA
  45. 45. @PinLeague #SMSSummit 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
  46. 46. @PinLeague #SMSSummit 954-505-8008How Can I Help? First Name + Email (954) 505-8008 @danielpmaloney danny@pinleague.com

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