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Tailwind: Tapping Into Pinterest form SMSS Boston September 2013

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Tailwind is the leading Pinterest Analytics and Marketing solution, trusted by over 2,500 leading brands and agencies. In this presentation, CEO Danny Maloney discusses how brands can tap into Pinterest - from the basics to advanced strategies focused on driving meaningful ROI.

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Tailwind: Tapping Into Pinterest form SMSS Boston September 2013

  1. 1. Tapping into Pi@TailwindApp @danielpmaloney #SMSSummit Daniel Maloney, Tailwind CEO & Co-founder
  2. 2. @TailwindApp #SMSSummit 954-505-8008 1. Analytics & Insights 2. Listening 3. Campaigns Tailwind makes Pinterest Marketing Easy
  3. 3. @TailwindApp #SMSSummit 954-505-8008 Trusted by 2,500 brands, 250 agencies Retail / E-Commerce Brand Marketers Publishers Agencies
  4. 4. @TailwindApp #SMSSummit 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. @TailwindApp #SMSSummit 954-505-8008 This Presentation is Interactive
  6. 6. @TailwindApp #SMSSummit 954-505-8008 How Does Pinterest Factor into Your Social Media Mix? Not Yet Pinning Have Started Pinning Growing Quickly Pinterest = #1 Social Site
  7. 7. @TailwindApp #SMSSummit 954-505-8008 Thank You! Let’s Connect First Name + Email (954) 505-8008
  8. 8. @TailwindApp #SMSSummit 954-505-8008 On the Block… 1. 5 Key Things To Know 2. Growing Your Brand on Pinterest 3. Maximizing Pinterest ROI
  9. 9. KEY THINGS TO KNOW
  10. 10. @TailwindApp #SMSSummit 954-505-8008 1. Pinterest is Aspirational What I’m doing Who I am Who I WANT TO BE
  11. 11. @TailwindApp #SMSSummit 954-505-8008 2. Hyper-targeting is Built In
  12. 12. @TailwindApp #SMSSummit 954-505-8008 Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look 3. More Targeted, More Addictive
  13. 13. 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
  14. 14. @TailwindApp #SMSSummit 954-505-8008 5. Rich Pins are the Future • Improves discovery • Commercial foundation • Addresses stale links http://pinleague.com/make-rich-pins
  15. 15. @TailwindApp #SMSSummit 954-505-8008 Already enabling cool features…
  16. 16. @TailwindApp #SMSSummit 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
  17. 17. GROWING YOUR ON
  18. 18. @TailwindApp #SMSSummit 954-505-8008 Are you using a Pinterest tool to understand your audience? I am! I am!
  19. 19. @TailwindApp #SMSSummit 954-505-8008 Get A Free Analytics Dashboard at TailwindApp.com
  20. 20. @TailwindApp #SMSSummit 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?
  21. 21. @TailwindApp #SMSSummit 954-505-8008 What’s being shared about your brand?
  22. 22. @TailwindApp #SMSSummit 954-505-8008 Who is pinning from your site?
  23. 23. @TailwindApp #SMSSummit 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
  24. 24. @TailwindApp #SMSSummit 954-505-8008 Cover Photos are Critical Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
  25. 25. @TailwindApp #SMSSummit 954-505-8008 Step 3: Study the Results and OPTIMIZE
  26. 26. @TailwindApp #SMSSummit 954-505-8008 Use A Category Heatmap To See Which Content is Going Viral
  27. 27. @TailwindApp #SMSSummit 954-505-8008 Dig Deeper into Content Strategy with the Boards Report
  28. 28. @TailwindApp #SMSSummit 954-505-8008 Then, See Which Pins Perform Best
  29. 29. @TailwindApp #SMSSummit 954-505-8008 Optimize Pinning When Your Audience is Online and Active
  30. 30. MAXIMIZING ROI
  31. 31. @TailwindApp #SMSSummit 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
  32. 32. @TailwindApp #SMSSummit 954-505-8008 Pinterest ROI = ƒ(Mass, Activation, Conversion)
  33. 33. @TailwindApp #SMSSummit 954-505-8008 Off-Pinterest Key ROI Drivers On-Pinterest
  34. 34. @TailwindApp #SMSSummit 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
  35. 35. @TailwindApp #SMSSummit 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
  36. 36. @TailwindApp #SMSSummit 954-505-8008 Source: http://facebook.com/jeep
  37. 37. @TailwindApp #SMSSummit 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…
  38. 38. @TailwindApp #SMSSummit 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…
  39. 39. @TailwindApp #SMSSummit 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!”
  40. 40. @TailwindApp #SMSSummit 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
  41. 41. @TailwindApp #SMSSummit 954-505-8008 2-3x growth rate afterwards
  42. 42. @TailwindApp #SMSSummit 954-505-8008 Retail Case Study: Social + Email 60k Users Targeted $1,800 spend Weekly email sends +$11k / mo on Pinterest +12k Pins by users +2,500 followers
  43. 43. @TailwindApp #SMSSummit 954-505-8008 Influencer Marketing
  44. 44. @TailwindApp #SMSSummit 954-505-8008 Important: Influencers are Influential About SOMETHING
  45. 45. @TailwindApp #SMSSummit 954-505-8008 Important: Influencers are Influential About SOMETHING
  46. 46. @TailwindApp #SMSSummit 954-505-8008 The Challenge: Finding The Right Influencers
  47. 47. @TailwindApp #SMSSummit 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
  48. 48. @TailwindApp #SMSSummit 954-505-8008 Pinterest ROI = ƒ(Mass, Activation, Conversion) + Enterprise Insight
  49. 49. @TailwindApp #SMSSummit 954-505-8008 THE REAL LONG-TERM ROI: THE DATA
  50. 50. @TailwindApp #SMSSummit 954-505-8008 1% better merchandising decisions… $700M per year
  51. 51. @TailwindApp #SMSSummit 954-505-8008 Applications Content Analysis • SEO • Content Strategy • Product Testing Influencer & Fan Activation • Build Influencer Network • Expand Affiliate Network Competitive Intelligence • Merchandising • Track Campaign Effectiveness • Recruit Competitors’ Customers Pinterest Data In Action…
  52. 52. @TailwindApp #SMSSummit 954-505-8008 How Can I Help? First Name + Email (954) 505-8008 @danielpmaloney danny@tailwindapp.com

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