A presentation highlighting What Pinterest Is, Pinterest strategies used by successful brands and some advanced tactics to consider. With case studies.
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Pioneers on Pinterest: How Early Adopters Are Seeing Success by PinLeague - AAF District 10 Tulsa 2013
1. Pioneers on
How early adopters are seeing success
Daniel Maloney,
PinLeague CEO & Co-founder
@PinLeague @danielpmaloney #AAF
2. @PinLeague #AAF 954-505-8008
This Presentation is
Interactive
3. @PinLeague #AAF 954-505-8008
Help Me Get to Know You
• Representing a Brand / Business
• Representing an Agency
• Representing a Service Provider
4. @PinLeague #AAF 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
5. @PinLeague #AAF 954-505-8008
Thank You!
Here’s A Gift
First Name + Email
(954) 505-8008
6. @PinLeague #AAF 954-505-8008
PinLeague makes
Pinterest Marketing
Easy
1. Mobilize Fan Base
2.Attract New Customers
3. Analytics & Insights
7. @PinLeague #AAF 954-505-8008
Data is at our Core
Analytics & Insights
Rich Social Data
Each Day… Audience Engine
>40 million Users
>75 million Pins
Social + Email
11. @PinLeague #AAF 954-505-8008
It’s NOT Conversational
175
Repins per Comment
Source: PinLeague data, based on a sample size of 3.3 million pins
12. 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
13. @PinLeague #AAF 954-505-8008
Pinterest is an Online Pinboard
15. @PinLeague #AAF 954-505-8008
Pinterest makes
Discovery &
Planning
Social.
16. @PinLeague #AAF 954-505-8008
Fundamental Difference
What I’m doing
Who I am
Who I WANT TO BE
17. @PinLeague #AAF 954-505-8008
It’s Brand and Product Inclusive
18. @PinLeague #AAF 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 #AAF 954-505-8008
Will You Invest in
Pinterest in 2013?
No.
Yes- Same as Today
Yes- More Than Today
21. @PinLeague #AAF 954-505-8008
How Does Pinterest Factor
into Your Social Media Mix?
Brand Messaging
Revenue Generator
Content Marketing
Customer Loyalty
22. @PinLeague #AAF 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+ Followers
Source: PinLeague research
23. @PinLeague #AAF 954-505-8008
Early Brand “Winners” Emerging
Women’s Magazine Brands: Conde Nast, Hearst, Meredith
Brand Followers
Harper’s Bazaar 4,966,568 Good News:
Better Homes & Gardens 347,527 Pinterest has started to
Country Living 251,165 promote early adopters
Seventeen 204,048
Marie Claire 197,913
Lucky Magazine 102,324
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 #AAF 954-505-8008
80 / 20
80% of focus spent on Company profile / boards
80% of buzz and revenue from USER pins
25. @PinLeague #AAF 954-505-8008
Step 1: Know Your Audience
What’s being shared from your brand?
Who is doing the sharing?
What do those users engage with?
26. @PinLeague #AAF 954-505-8008
Get A Free Analytics Dashboard at
PinLeague.com
27. @PinLeague #AAF 954-505-8008
See Who’s Pinning About You,
What They’re Pinning
28. @PinLeague #AAF 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
29. @PinLeague #AAF 954-505-8008
Cover Photos are Critical
Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
30. @PinLeague #AAF 954-505-8008
Step 3: Engage Your Fan Base
Integration Contests & Charity
Cross-Platform
31. @PinLeague #AAF 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 qdobamexgrill
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
32. @PinLeague #AAF 954-505-8008
NOTE!! NEW CONTEST RULES
Most “Pin 2 Win” contests by major brands
no longer meet the criteria
For example, you can’t…
• Restrict which content can be pinned
• Require >1 pin / repin / like / comment
• Require including the rules in comments
• Use repins / likes as votes or entries
Bit.ly/Pinterest-Contests
33. @PinLeague #AAF 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
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
38. @PinLeague #AAF 954-505-8008
The Most Common Reason for
NOT Investing in Pinterest…
“I can’t justify the
ROI vs. Facebook or Twitter
where we have more followers.”
39. @PinLeague #AAF 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 mass
Source: PinLeague data, http://www.emediavitals.com/content/price-facebook-fan
40. @PinLeague #AAF 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
41. @PinLeague #AAF 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
42. @PinLeague #AAF 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
44. @PinLeague #AAF 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
45. @PinLeague #AAF 954-505-8008
2nd Fastest Path to Critical Mass:
Influencer Recruitment
Simple Tip:
Engage followers
who haven’t yet
pinned from your
site with great
content
47. @PinLeague #AAF 954-505-8008
Audience Engine: Interest-Driven
Influencer Recruitment
We love
burgers.
We pinned
content from
chilis.com
We pin about
food often = influencer
48. @PinLeague #AAF 954-505-8008
THE KEY TO PINTEREST ROI:
THE DATA
50. @PinLeague #AAF 954-505-8008
How Can I Help?
First Name + Email
(954) 505-8008
@danielpmaloney
danny@pinleague.com
Editor's Notes
SynopsisPinterest is the fastest growing social network of all time, and possibly the single largest untapped opportunity for internet marketers today. While some have dived into the Pinterest ecosystem, many are taking a "wait and see" approach. In this session, Daniel Maloney, CEO & Co-Founder of PinLeague.com, will explain why he and his clients have dived into Pinterest- and why you might regret it if you don't do so soon. Topics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by GetPinterestFollowers.com to reach 500k followers in just 10 weeks
opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by GetPinterestFollowers.com to reach 500k followers in just 10 weeks
opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by GetPinterestFollowers.com to reach 500k followers in just 10 weeks
opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by GetPinterestFollowers.com to reach 500k followers in just 10 weeks
opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by GetPinterestFollowers.com to reach 500k followers in just 10 weeks
81% of respondents indicate post by friends directly influence purchase; 78% for posts by companiesMaya: 42% of users more likely to share negative experiences because of social mediaNew slide % of Pinterest users who liked a brand (58% fb), (42% fb) mentioned a brand in status update, share a link, video or story about a brand (41% fb)92% of users MORE LIKELY to talk about a brand after becoming a fan of itGrow Engage Monetize
Pinterest users spend more money ($179.36, on average) on products seen on the social platform than do Twitter ($68.78) or Facebook ($68.78) users.
-Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
-Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
-Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
-Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
-Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
-Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by GetPinterestFollowers.com to reach 500k followers in just 10 weeks