Building Your Brand on

Pi@TailwindApp @danielpmaloney #confluencecon

Daniel Maloney, Tailwind CEO & Co-founder

@TailwindApp #confluencecon 954-505-8008

Tailwind Makes Pinterest Marketing

Easy

Rich Social Datapowers multiple

applications

>50 million users>7 billion relationships

>21 billion pins

Analytics

Listening

Campaigns

Influencer Recruitment

@TailwindApp #confluencecon 954-505-8008

Trusted by 4,500 brands, 300 agencies

Retail / E-Commerce Brand Marketers Publishers

Agencies

@TailwindApp #confluencecon 954-505-8008

And we’re based here, in OKC

@TailwindApp #confluencecon 954-505-8008

Let’s Keep the

Conversation GoingFirst Name + Email

(954) 505-8008

@TailwindApp #confluencecon 954-505-8008

On the Block…

1. 5 Key Things To Know

2. Building a Strong Foundation

3. Advanced Strategies

KEY THINGS TO KNOW

@TailwindApp #confluencecon 954-505-8008

1. Pinterest is Aspirational

What I’m doing

Who I am

Who I WANT TO BE

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2. Hyper-targeting is Built In

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3. More Referrals Per User, More Revenue Per Referral

Twitter Facebook Pinterest

1.0 1.1

14.0 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/

Twitter Facebook Pinterest

$69 $80

$179Average Order Value from Social Referrals

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

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5. Pins Are More Than Images

Rich Pins

• Improve discovery

• Commercial foundation

• Address stale links

http://tailwindapp.com/make-rich-pins

@TailwindApp #confluencecon 954-505-8008

Already Enabling Great Features…

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And Rich Media Pins Are Here!

BUILDINGA STRONGFOUNDATION

ON

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What it Comes Down To

1. Right Audience

2. Right Content

3. Engaging on Their Terms

@TailwindApp #confluencecon 954-505-8008

Step 1: Know Your Audience

What’s being shared about my brand?

What topics interest our audience?

Who is pinning about us?

@TailwindApp #confluencecon 954-505-8008

Get A Free Analytics Dashboard at

TailwindApp.com

@TailwindApp #confluencecon 954-505-8008

Who is Pinning from My Site?

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What Are They Pinning?

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Step 2: Curate CONTENT for the User5 things they LOVE +

5 things they want to

learn + 2 things about

your brand

= Your First 12 Boards

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Cover Photos are Critical

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

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Test Your Content Strategy with Board Tracking

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See Which Pins Perform Best

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Step 3: Engage Fans on Their Terms

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Optimize Pinning When Your Audience is Online and Active

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ADVANCED

TACTICS

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Organic Cross Platform Promotion

0

1,000

2,000

3,000

4,000

5,000

6,0005,044 5,384

3121,545

Automotive Brands on Pinterest –Followers in September

honda volkswagen porsche peugeotpanama officialmini jeep

Jeep???

Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com

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Source: http://facebook.com/jeep

@TailwindApp #confluencecon 954-505-8008

Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com

>1,000 Pinterest followers in 2 days

Growth tripled from 35 to 110 /wk

23k Likes later…

@TailwindApp #confluencecon 954-505-8008

16k followers

471k fans

2.1M subscribers

But Don’t Forget Where Your REAL Base Is…

@TailwindApp #confluencecon 954-505-8008

2.1 ME-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!”

@TailwindApp #confluencecon 954-505-8008

2.1 ME-mails

But Each User is Unique; Speak Their Language!

600k on Pinterest

1.5M Not on

Pinterest

800k Facebook

300k Twitter

@TailwindApp #confluencecon 954-505-8008

2-3x growth rate afterwards

@TailwindApp #confluencecon 954-505-8008

Retail Case Study: Social + Email

60k Users Targeted

$1,800spend

Weekly email sends

+$11k / mo on Pinterest

+12k Pinsby users

+2,500 followers

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THE REAL LONG-TERM ROI: THE DATA

@TailwindApp #confluencecon 954-505-8008

1% better merchandising

decisions…

$700Mper year

@TailwindApp #confluencecon 954-505-8008

How Can I Help?First Name + Email

(954) 505-8008@danielpmaloney

danny@tailwindapp.com