Timelines, ads, pin boards! How does a merchant make sense of all this social media stuff and what works? This session will walk through the fundamentals and examples of the two most important social media outposts for merchants.
2. #MonCon
Facebook and
Pinterest
Marketing for
Merchants
Casey Carey, VP Marketing @caseycarey
Dorothy Davis, Marketing Manager @dorothyd
Monsoon Commerce
MonCon EAST | May 18–20, 2012
3. #MonCon
Social Media Explained
Facebook
Ads
today’s Pages
AGENDA
Pinterest
Q&A
MonCon EAST | May 18–20, 2012
4. The journey begins… #MonCon
Our social media
drives tons of That’s great.
customer
engagement!
Me Boss
I need more What do we
budget make it get in return?
even better!
Me Boss
More customer How much is
engagement and that worth?
satisfaction!
Me Boss
Well, we don’t Have you
really know, considered a
that’s really hard career
to measure. change?
Me Boss
MonCon EAST | May 18–20, 2012
5. Social Media Can be a Little #MonCon
Complicated
MonCon EAST | May 18–20, 2012
6. Social Media Explained #MonCon
I’m hungry, I want a donut #food
I like donuts
This is where I eat donuts
Here is a vintage picture of my donut
How are donuts made?
Here is a video of me eating donuts
Here is a donut recipe
My experience in cooking and eating donuts
I’m a Google employee that eats donuts
MonCon EAST | May 18–20, 2012
7. #MonCon
Social Media Explained
Facebook
Ads
today’s Pages
AGENDA
Pinterest
Q&A
MonCon EAST | May 18–20, 2012
8. #MonCon
A few stats: Facebook
Rank Brand
Likes (MM)
900MM users
1 Coke 41.85
27.9% of the U.S. display
2 Disney 35.54
advertising market, up from
3 MTV 34.18
21% in 2010
4 Converse 30.21
Mark Zuckerberg is now worth
5 Starbucks 30.02
21BN
6 Red Bull 28.11
7 McDonald’s 19.59
8 Victoria’s Secret 18.52
9 Monster Energy 16.10
10 Wal-Mart 15.59
11 Zara 13.35
12 NBA 13.1
13 Subway 13.08
14 Burberry 12.83
15 Target 12.16
MonCon EAST | May 18–20, 2012
9. #MonCon
Social Media Explained
Facebook
Ads
today’s Pages
AGENDA
Pinterest
Q&A
MonCon EAST | May 18–20, 2012
10. Facebook Ads #MonCon
Sponsored
stories – show
up in the stream
Ads – down the
right-hand side
Log-off ad –
large ad unit
Reach generator
– post in the
stream
MonCon EAST | May 18–20, 2012
11. Facebook Ads - Targeting #MonCon
Location
Country, city, state, radius, ZIP
Age and Birthday
Interests
Activities, education and job titles,
pages they like or groups
Education Targeting
Schools, majors, and status
Connections Targeting
Page, Group, Event or App
Friends of “Likers”
MonCon EAST | May 18–20, 2012
12. Facebook Ads – Key Uses #MonCon
and Stats
Q1 2012
Metric Change
CTR -8%
CPM 41%
CPC 23%
MonCon EAST | May 18–20, 2012
13. #MonCon
Social Media Explained
Facebook
Ads
today’s Pages
AGENDA
Pinterest
Q&A
MonCon EAST | May 18–20, 2012
14. Welcome to the New #MonCon
Facebook Page
Cover
Image
Profile
Picture
Business Views and
Info Apps
Posts Fans or
Likers
Timeline
MonCon EAST | May 18–20, 2012
15. Facebook Pages – Cover Photo #MonCon
Size –
851 X 315px
Showcase a
unique image
relevant to your
brand
May not contain:
Price or purchase
information
Contact information
References to
elements, such as
Like or Share
Calls to action,
such as "Get it
now" or
“Download"
MonCon EAST | May 18–20, 2012
16. Facebook Pages – Cover Photo #MonCon
MonCon EAST | May 18–20, 2012
17. Facebook Pages – Cover Photo #MonCon
MonCon EAST | May 18–20, 2012
18. Facebook Pages – Profile Picture #MonCon
Size – now
180 X 180px
Shows up in your
fans' news feeds
Keep design
clean, iconic, and
easily
recognizable
MonCon EAST | May 18–20, 2012
19. Facebook Pages – Views and Apps #MonCon
Section
Size –
111 X 74px
Top 4 are shown,
up to 12 total
Photos are
always first
Creates
navigation to
other content
from Timeline
MonCon EAST | May 18–20, 2012
20. Facebook Pages – Pin Content #MonCon
Pin a Post to the
top of the
Timeline
Expires in 7 days
Feature new
products,
seasonal offers,
sweepstakes,
apps, etc.
MonCon EAST | May 18–20, 2012
21. Facebook Pages – Highlight Key #MonCon
Content
Highlight a Post
Extends across
the timeline
Feature new blog
posts, look
books, events,
and other news
MonCon EAST | May 18–20, 2012
22. Facebook Pages – Integrate Apps #MonCon
to Drive Timeline Engagement
Width –
Narrow 520px
Wide 810px
Default Apps are
based on your
Page category
You can
create/add
custom Apps
Each App has a
unique URL – i.e.
landing page
MonCon EAST | May 18–20, 2012
23. Facebook Pages – Integrate Apps #MonCon
to Drive Timeline Engagement
MonCon EAST | May 18–20, 2012
24. Facebook Pages – Integrate Apps #MonCon
to Drive Timeline Engagement
MonCon EAST | May 18–20, 2012
25. Facebook Pages – Make Creative #MonCon
Use of Your Milestones
A special kind of
post
Automatically
expanded to
widescreen
Key moments in
your brand's
history
MonCon EAST | May 18–20, 2012
26. #MonCon
Social Media Explained
Facebook
Ads
today’s Pages
AGENDA
Pinterest
Q&A
MonCon EAST | May 18–20, 2012
27. #MonCon
What’s All the Interest
in Pinterest?
How Pinterest Works
Why Pinterest Matters
today’s
Best Practices &
AGENDA:
Brands Doing It Right
Key take aways
Q&A
MonCon EAST | May 18–20, 2012
28. Massive, Growing Audience #MonCon
20 million unique U.S. monthly users
Source: ComScore
MonCon EAST | May 18–20, 2012
29. Investing for Growth #MonCon
Pinterest raised $100M at $1.5 billion valuation
MonCon EAST | May 18–20, 2012
30. The Buzz #MonCon
"It was one of the most hotly
contested and sought-after
financing events in Silicon
Valley in quite some time”
- Mike Jaconi, Rakuten
MonCon EAST | May 18–20, 2012
31. #MonCon
What’s All the Interest
in Pinterest?
How Pinterest Works
Why Pinterest Matters
today’s
Best Practices &
AGENDA Brands Doing It Right
Key take aways
Q&A
MonCon EAST | May 18–20, 2012
33. …to Create a Pinboard #MonCon
MonCon EAST | May 18–20, 2012
34. #MonCon
What’s All the Interest
in Pinterest?
How Pinterest Works
Why Pinterest Matters
today’s
Best Practices &
AGENDA Brands Doing It Right
Key take aways
Q&A
MonCon EAST | May 18–20, 2012
35. Significant Referral Traffic #MonCon
More referral traffic
than YouTube, Google+,
and LinkedIn combined.
Source: Modea
MonCon EAST | May 18–20, 2012
36. Key Benefits to Merchants #MonCon
Drives Traffic
Links
Brand Discovery & Evangelism
Industry Thought Leader
Information About Your Buyers
MonCon EAST | May 18–20, 2012
37. #MonCon
What’s All the Interest
in Pinterest?
How Pinterest Works
Why Pinterest Matters
today’s
Best Practices &
AGENDA Brands Doing It Right
Key take aways
Q&A
MonCon EAST | May 18–20, 2012
38. Best Practices #MonCon
1. Get creative: Create
boards with great content
2. Encourage pinning: Add
share button to images
3. Get out there: Add
button to site
4. Engage: Follow others,
“Repin,” “Like” & comment
5. Use Keywords: SEO
value
6. Cross-promote:
Facebook Integration
MonCon EAST | May 18–20, 2012
39. Brands Doing It Right: #MonCon
Oreck
MonCon EAST | May 18–20, 2012
40. Brands Doing It Right: #MonCon
Home Depot
MonCon EAST | May 18–20, 2012
41. #MonCon
What’s All the Interest
in Pinterest?
How Pinterest Works
Why Pinterest Matters
today’s
Best Practices &
AGENDA Brands Doing It Right
Key take aways
Q&A
MonCon EAST | May 18–20, 2012
42. Three Key Takeaways #MonCon
20 Million Users
Great Source of Referral Traffic
Keep it Pinteresting
MonCon EAST | May 18–20, 2012
44. #MonCon
Casey Carey
(e) ccarey@monsooncommerce.com
(p) 971-255-5856
thank you! (t) @caseycarey
Dorothy Davis
(e) ddavis@monsooncommerce.com
(p) 971-255-5830
(t) @dorothyd
Please visit www.monsooncommerce.com/moncon to download a copy of this presentation,
see pictures and videos, and tell us what you think about the conference.
MonCon EAST | May 18–20, 2012