Maximizing ROI on Pinterest - SMSS New York - by PinLeague

Maximizing ROI on
Pi@PinLeague @danielpmaloney #SMSSummit
Daniel Maloney,
PinLeague CEO & Co-founder

@PinLeague #SMSSummit 954-505-8008
This Presentation is
Interactive

How Does Pinterest Factor
into Your Social Media Mix?
Not Yet Pinning
Have Started Pinning
Growing Quickly
Pinterest = #1 Social Site

Thank You!
I’d Like to Share
First Name + Email
(954) 505-8008

On the Block…
1. 5 Key Things To Know
(And 2 to Forget)
2. Growing Your Brand on Pinterest
3. Maximizing Pinterest ROI

1. Analytics & Insights
2.Listening
3.Engagement
PinLeague makes
Pinterest Marketing
Easy

Trusted by 850 brands, 150 agencies
Retail / E-Commerce Brand Marketers Publishers
Agencies

Data is at our Core
Rich Social Data
Each Day…
>40 million Users
>75 million Pins
Pinterest, Facebook,
Twitter, Email, GA + more
Analytics
Audience Engine
Social + Email
Listening

Get A Free Analytics Dashboard at
PinLeague.com

KEY THINGS
TO KNOW
(AND TWO TO FORGET)

1. Pinterest is Aspirational
What I’m doing
Who I am
Who I WANT TO BE

2. Hyper-targeting is Built In

Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
3. More Targeted  More ADDICTIVE

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

5. Rich Pins are the Future
• Improves discovery
• Commercial foundation
• Addresses stale links
http://bit.ly/Rich-Pins

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

ONE TO FORGET:
PINTEREST IS FOR
WOMEN
Q4 2011: 90% female
Today: 67% female

AND ANOTHER: Pinterest was the
Fastest Site to 10 Million Users
Source: http://compete.com
12/2012

Are you using a Pinterest tool
to understand your audience?
I am! I am!

Step 1: Know Your Audience
What’s being shared from your brand?
What other content do your
users engage with?
Who is doing the sharing?

Start With What’s Trending From
Your Domain Right Now

Get to Know Top Advocates

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

Cover Photos are Critical
Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709

Step 3:
Study the
Results
and
OPTIMIZE

Use A Category Heatmap To See
Which Content is Going Viral

Dig Deeper into Content Strategy
with the Boards Report

And Which of Your Pins are
Growing Fastest or Most Discussed

Optimize Pinning During the Best
Days and Time for you Audience

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

Pinterest ROI =
ƒ(Mass, Activation, Conversion)

Off-Pinterest
Key ROI Drivers
On-Pinterest

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

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
"Pintermission:” A 24-hour break from
Pinterest to visit places or buy products
they've pinned about (with $500 cash)
And Jeep?

Source: http://facebook.com/jeep

>1,000 Pinterest
followers in 2 days
Growth tripled
from 35 to 110 /wk
23k Likes later…

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…

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!”

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

2-3x growth rate
afterwards

Retailer Case Study: Social + Email
60k
Users Targeted
$1,800
spend
Weekly
email sends
+$11k / mo
on Pinterest
+12k Pins
by users
+2,500
followers

Influencer Marketing
Simple Tip:
Engage followers
who haven’t yet
pinned from your
site with great
content

Important: Influencers are
Influential About SOMETHING

The Challenge:
Finding The Right Influencers

We love
burgers.
We pinned
content from
chilis.com
We pin about
food often = influencer
Tools That Help:
Search < Audience Engine < Listening

Pinterest ROI =
ƒ(Mass, Activation, Conversion)
+
Enterprise Insight

THE REAL LONG-TERM ROI:
THE DATA

1% better
merchandising
decisions…
$700M
per year

Applications
Content Analysis •SEO
•Content Strategy
•Product Testing
Influencer & Fan
Identification
•Build Influencer Network
•Expand Affiliate Network
Competitive
Intelligence
•Merchandising
•Track Campaign Effectiveness
•Recruit Competitors’ Customers
Pinterest Data In Action…

How Can I Help?
First Name + Email
(954) 505-8008
@danielpmaloney
danny@pinleague.com

Maximizing ROI on Pinterest - SMSS New York - by PinLeague

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