Pinning Interest & ROI on Pinterest
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Brands are increasingly using Pinterest to connect with customers and drive business goals. Pinterest provides opportunities for acquisition, sales and branding. To be successful, brands must establish a strategy for their boards and pins, engage with their audience, measure results and optimize their profile and content over time. Brands have seen traffic increases to their websites from Pinterest and gains in followers and engagement.
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Pinning Interest & ROI on Pinterest
- 1. Pinning Interest & ROI Jenn Barber, Sitelab Callan Green, Sony Moderator: Jenn Juckett, BusinessOnline
- 2. Our goal is to connect everyone in the world through the things that they find interesting.
- 3. Are Brands on Pinterest? Blog and Website Brands Celebrities Ecommerce Brands Education Brands Fashion Brands Food, Beverage, and Foodservice Brands Government Brands Healthcare and Hospital Brands Media Brands NGO Retail Brands Sports, Tech, and Travel Brands YES!
- 13. So What?
- 15. Isn’t it all girls? Nope
- 17. 28% are well off
- 18. 50% have kids
- 19. 11,716,000 visitors in January 2012
- 21. Sony Electronics Callan Green Sr. Social Media Specialist pinterest.com/callang pinterest.com/sonyelectronics/
- 22. The Process Getting Started Pre launch • Personal use of platform • Research existing brand pins and community • Planning of potential boards and user acquisition • Analysis of assets Soft launch • Test pins, frequency, engagement to develop strategy • Grow audience by interacting with brand fans • Monitor, measure, report out • Involve and excite employees • Gain traction with timely boards
- 23. Launch Launch and Gaining Traction Launch • Utilize other channels to promote • Blog, Facebook, Twitter • Increase Pin frequency and board creation to keep momentum • Outreach to media and bloggers • Analyze success Maintaining Momentum • Ongoing promotion via E-blasts, PR and social • Creation of content designed specifically for Pinterest audience • Introduction of new programs (ie Pin Deals)
- 24. Strategy How to achieve your goals Acquisition Questions to ask before determining your strategy • Why are you devoting internal resources to Pinterest? • How does it tie into your overall business goals? Drive Sales • How will you measure success? • How do you want to be viewed on the platform • How will you compete for eyeballs? Branding Sony’s Strategy • Build community and engage with fans • Pins and boards focused on driving sales, brand affinity or community acquisition • Pin relevant content
- 25. Results Results from the first 6 months On Pinterest: • Over 2,900 brand followers • 2,900+ re-pins from Sony content • 1,400+ Likes on Sony Pins • More than 2,700 Pins from the Sony website • Most popular board: Commerce driven “Brand new Products” • Most popular pin: Commerce driven “Pin Deals” Pinterest to Web • 800 percent increase in traffic from Pinterest to Sony Store website • 2.5 times the traffic driven by Twitter to website • Pin-it button has received more than 10 times the clicks than “Tweet This” button • More than 4 million brand impressions (via Curalate dashboard)
- 26. Jenn Barber Social Media Strategist pinterest/jbarber5000 pinterest.com/sitelab
- 27. Case Study #1 - Chiquita Huge Traffic Driver, organically Nov 2011 - Drove over 121K visitors Jan 2012 – Added PinIt button March 2012 - Almost half of total site visits from Pinterest Engaged Visitors – Print, Share, Newsletter Signups Multiplier Effect – social media activity Generated Additional SEO Authority for ChiquitaBananas.com Banana Oatmeal Smoothie recipe #1
- 28. Case Study #2 – Hass Avocados Use to find trends and connect Low Barrier to entry , high ROI Becomes easier once integrated Collaborative Boards – “How to get 1,000 followers in 30 days or less” Use Pinterest to engage elsewhere and find influencers Connect with Influencers
- 30. Pinterest Profile Optimization 1. Links are still “dofollow” 2. Include search keywords: 1. Board names – show in URL 2. Descriptions 3. Image File Names 3. Be Specific – “Florida Beach Vacation” vs. “Places I Love” 4. Engagement = Followers = Power 5. YouTube videos only 6. Limit length of image to 5K pixels
- 31. How we measure Success 1. Traffic Driven to Website 2. PinReach Score 3. Number of Followers 4. Repins and Likes 5. Most Popular Boards 6. Individual Pins – Yours?! 7. Influential Followers
- 32. Wrap up
- 33. Get Results Don’t reinvent the wheel Focus your boards on the core keywords you use in your SEO – this will also give you solid starting place for image groups Add Pin It and Follow buttons Use your pins (visual content) everywhere – images on Facebook, pinterest, blogs Research what your ideal client is pinning feed their inspirations, solve their problems Pay attention to image optimization Track your results with tools like Curalate and Pinreach
- 34. Helpful Tools Measurement Curalate - http://www.curalate.com/ Pinreach – pinterest reach and analytics http://www.pinreach.com/ Productivity If This Then That - http://ifttt.com
- 35. Q&A Jenn Barber Social Media Strategist SiteLab Interactive Twitter: @jbarber5000 http://pinterest/jbarber5000 http://pinterest.com/sitelab Callan Green Senior Social Media Specialist Sony Electronics Twitter: @CallanPaola http://pinterest.com/callang/ http://pinterest.com/sonyelectronics/ Jenn Juckett Marketing Director BusinessOnline Twitter: @jennjuckett http://pinterest.com/jennjuckett/
- 36. More helpful stuff Addendum slides
- 37. Tips – Setup 1. Email for notifications 2. Add “Pin It” and Follow buttons 3. Connect elsewhere 4. Profile Name + Profile Picture 5. Profile “About” – NOT Corporate 6. Collaborative Boards 7. 15-18 Boards / 12-15 Pins each 8. Boards – Characters Max + Cover 9. Beautiful Pictures #1 – Upload
- 38. Prepare your blog for pinning Prepare Your Blog for Pinning. Install these tools: Pin It Button for Websites – on your website or blog. Embed the button wherever you have “pinnable” content – including your blog, content pages, and products for sale. Follow Me Button for Websites - on your home page, email footer and newsletters/email marketing. Pin It Bookmarklet on your browser to make it easy to pin from the web!
- 39. Tips – Engagement 1. Engagement = Followers 2. Don’t follow user, follow boards 3. If following user, check out profile 4. Go to original source before re-pin 5. “Pin It!” button on website? 6. Don’t forget video 7. Setup anytime, engage strategically 8. Integrate with content calendar
- 40. ANATOMY OF A PINTEREST PIN
- 41. WHY SHOULD BRANDS CARE?
- 42. Sources Brands on Pinterest http://socialfresh.com/brands-on-pinterest/ Pinterest infographic http://www.infographicsinspiration.com/pinterest-demographics-statistics- infographic/ (March 2012) Referral Traffic source (Jan 2012) http://blog.shareaholic.com/2012/01/pinterest-referral-traffic/ Optimize pinterest images for SEO http://mashable.com/2012/03/26/optimize-images-pinterest/ Three cool tools for pinterest http://www.firebellymarketing.com/2012/05/3cool-pinterest-tools-for-brands-marketers.html http://www.marketingmag.ca/news/media-news/what-you-need-to-know-about-pinterest-49176
Editor's Notes
- What this session is:Why you should CARE about pinterest – basically traffic to your website, selling your products, and reaffirming your brand values3 case studies - Sony, Chiquita banana, and Hass avocodoPinterest is not just for B2C -Examples of what real brands are doing and how THEY got started, results they have seen. Tips and tools for efficiency and timesaving. Because we have only 30 mins this will not include intensive how-to or pinterest etiquette
- http://socialfresh.com/brands-on-pinterest/ Reiterate that both B2B and B2C brands are on Pinterest
- This slide thru army: We know there are shopping sites, publishers, consumer goods. - but also look at IBM (buiilding a smarter planet, big data) and GE (badass machines, in the GE Garage) and think about your company values, themes. Use that to springboard your pinterest ideas – think about your own search keywords and what your customers are searching for.
- What’s more dry than doing your taxes, right? But look at the boards: Simple like turbo tax, Refund splurges, TurboTax loves small business, etc.
- You were wondering what the Village People were doing there.. They are telling you that if you buy a uniform for work, it may be tax deductible. And linking to the blog for more info.
- Less than two years after its founding, Pinterest drove more referrals in January than Google+, Reddit, YouTube, LinkedIn, and MySpace combined, according to Shareaholic. Pinterest is nipping at the heels of Twitter and Google and is well on its way to the No. 2 spot behind Facebook, which drove one-fourth of all traffic in January. Referrals from Pinterest increased to 3.6 percent of all traffic in January 2012, from 0.17 percent in July 2011. http://blog.shareaholic.com/2012/01/pinterest-referral-traffic/
- - Why you might CARE about pinterest – basically traffic to your website, selling your products, and reaffirming your brand values- Examples of what real brands are doing and how THEY got started, results they have seen. - Tips for efficiency and timesaving.
- http://www.infographicsinspiration.com/pinterest-demographics-statistics-infographic/ (March 2012)
- http://www.infographicsinspiration.com/pinterest-demographics-statistics-infographic/ (March 2012)
- 68.2% women31.8% menhttp://www.infographicsinspiration.com/pinterest-demographics-statistics-infographic/ (March 2012)biggest demographic for Pinterest: women ages 25 to 34Same group who: Account for 85% of all consumer purchases including everything from autos to health careMake 80% of healthcare decisions and 68% of new car purchase decisionsInfluenced $90 billion of consumer electronic purchases in 2007Represent a $2.4 trillion market
- Pinterest lets you set up sub-blogs built around a particular interest or topic. So you can post all the cute pictures of pugs on one board and all thepictures about the economy on another. It also lets you search everyone else’s boards easily.When I look at the people I’m connected to on Google+, most of the posts I see are from a small number of tech-savvy ‘early adopter’ social media windbags.http://www.marketingmag.ca/news/media-news/what-you-need-to-know-about-pinterest-49176
- Pinning in tech, geek, photography and products since December 2011
- Add Jenn B photo and title
- Ground work laid – pages optimized for search, no proactive work needed to explode trafficVisitors were engaged: 11,400 printed recipes, over 2,400 joined the newsletter, almost 10,000 engaged with our interactive Ripesness-2-Recipes toolGreat multiplier effect on other social networks: so, since it began in mid. nov --> to date, there have been over 457,000 total Pinterest visitors. this huge Pinterest explosion has had a great multiplier effect with other social networks. (over 3,300 Likes just for the Banana Oatmeal recipe, nearly 4,000 new Likes throughout the site total since the Flood, 65 Google +1's for that one recipe, and almost 100 total)SEO Authority: and even better, this heightened social activity generated a large amount of additional authority for the entire ChiquitaBananas.com domain! our Banana Oatmeal recipe page very quickly rose to be ranked #1, and has armed the Chiquita Bananas site to outrank massive competitors MarthaStewart.com, AllRecipes.com, and Food.com!
- Engage on other sites – Pinned It!Connections – build blogger DBBecomes easier – have to get going, but viral effectLow barrier to entry, high ROI – easy to setup, not a lot of daily management, but connects you with influential people
- http://mashable.com/2012/03/26/optimize-images-pinterest/YouTube videos – hint: change the linkMore engagement = more followers = more power-- specifically, more power in search – Google loves high user value and rewards you for it. If Google sees that people are loving and interacting with your content then you get more search equity, more than just link juice – perceived user value.
- http://mashable.com/2012/03/26/optimize-images-pinterest/Yours?! – if the pins are not yours, then try and determine why they’re so popular? If it’s a particular type of recipe, maybe consider creating similar recipes in the future
- JJ: add one or two more
- JJ – add one or two m orehttp://www.firebellymarketing.com/2012/05/3cool-pinterest-tools-for-brands-marketers.html
- http://www.amyporterfield.com/2012/06/the-10-commandments-of-using-pinterest-for-business/
- Following user – check out profile e.g. read their description to make sure not really political or religious if doesn’t align with your brandBest time to engage – Saturday morning Integrate with content calendar including offline activities e.g. Ad campaigns and holidays