Facebook and Pinterest Marketing for Merchants

#MonCon

MonCon EAST | May 18–20, 2012

#MonCon

Facebook and
Pinterest
Marketing for
Merchants

Casey Carey, VP Marketing @caseycarey
Dorothy Davis, Marketing Manager @dorothyd
Monsoon Commerce


#MonCon

 Social Media Explained
 Facebook
 Ads

today’s  Pages

AGENDA 

Pinterest
Q&A


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


Social Media Can be a Little #MonCon

Complicated


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

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


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


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”


Facebook Ads – Key Uses #MonCon

and Stats

Q1 2012
Metric Change
CTR -8%
CPM 41%
CPC 23%


Welcome to the New #MonCon

Facebook Page
Cover
Image
Profile
Picture

Business Views and
Info Apps

Posts Fans or
Likers

Timeline


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"


Facebook Pages – Cover Photo #MonCon


Facebook Pages – Profile Picture #MonCon

 Size – now
180 X 180px

 Shows up in your
fans' news feeds

 Keep design
clean, iconic, and
easily
recognizable


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


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.


Facebook Pages – Highlight Key #MonCon

Content
 Highlight a Post
 Extends across
the timeline
 Feature new blog
posts, look
books, events,
and other news


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


Facebook Pages – Integrate Apps #MonCon

to Drive Timeline Engagement


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

 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


Massive, Growing Audience #MonCon

20 million unique U.S. monthly users

Source: ComScore


Investing for Growth #MonCon

Pinterest raised $100M at $1.5 billion valuation


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

 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


Pin Your Images… #MonCon


…to Create a Pinboard #MonCon


Significant Referral Traffic #MonCon

More referral traffic
than YouTube, Google+,
and LinkedIn combined.

Source: Modea


Key Benefits to Merchants #MonCon

Drives Traffic
Links
Brand Discovery & Evangelism
Industry Thought Leader
Information About Your Buyers


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


Brands Doing It Right: #MonCon

Oreck


Brands Doing It Right: #MonCon

Home Depot


Three Key Takeaways #MonCon

20 Million Users

Great Source of Referral Traffic

Keep it Pinteresting


#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.

Facebook and Pinterest Marketing for Merchants

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