SMSS: Establishing Your Brand and Maximizing ROI on Pinterest - PinLeague
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Transcript of SMSS: Establishing Your Brand and Maximizing ROI on Pinterest - PinLeague
Establishing Your Brand &
Maximizing ROI on
Daniel Maloney, CEO & Co-founder@PinLeague @danielpmaloney #SMSSummit
@PinLeague #SMSSummit 954-505-8008
This Presentation is
Interactive
@PinLeague #SMSSummit 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
@PinLeague #SMSSummit 954-505-8008
Thank You!
Here’s A GiftFirst Name + Email
(954) 505-8008
@PinLeague #SMSSummit 954-505-8008
1.Mobilize Fan Base
2.Attract New Customers
3.Analytics & Insights
PinLeague makes Pinterest
Marketing
Easy
@PinLeague #SMSSummit 954-505-8008
Data is at our Core
Rich Social DataEach Day…
>30 million Users>70 million Pins
Analytics & Insights
Audience Engine
Social + Email
WHAT
IS
(AND ISN’T)
@PinLeague #SMSSummit 954-505-8008
Fastest to 10 Million Monthly Users; now >30 Million
Source: http://compete.com
12/2012
@PinLeague #SMSSummit 954-505-8008
Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
“It’s ADDICTIVE!”
@PinLeague #SMSSummit 954-505-8008
175
Repins per Comment
Source: PinLeague data, based on a sample size of 3.3 million pins
It’s NOT Conversational
5-25 mins
It’s NOT about Status Updates
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
@PinLeague #SMSSummit 954-505-8008
Pinterest is an Online Pinboard
@PinLeague #SMSSummit 954-505-8008
…Life events…Home Projects
…Shopping…Gifting
…Education…Self-
identity
Pinterest makes
Social.
@PinLeague #SMSSummit 954-505-8008
Discovery & Planning
Pinterest makes
Social.
@PinLeague #SMSSummit 954-505-8008
Fundamental Difference
What I’m doing
Who I am
Who I WANT TO BE
@PinLeague #SMSSummit 954-505-8008
It’s Brand and Product Inclusive
@PinLeague #SMSSummit 954-505-8008
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
$179
Average Order Value from Social Referrals
BUILDING YOUR
ON
@PinLeague #SMSSummit 954-505-8008
How Does Pinterest Factor into Your Social
Media Mix?Not Yet Pinning
Have Started Pinning
Growing Quickly
Pinterest = #1 Social Site
@PinLeague #SMSSummit 954-505-8008
Will You Invest in Pinterest in
2013?No.
Yes- Same as Today
Yes- More Than Today
@PinLeague #SMSSummit 954-505-8008
Pinterest Adoption is Growing
Source: PinLeague research
Q1 Q2 Q30
150
300
450
600
312403
530
83 101 124
Top 1,500 Brands on Pinterest
Have ProfileHave 1,000+ Followers
Our Estimate:
90% penetration
in 2013
@PinLeague #SMSSummit 954-505-8008
Early Brand “Winners” Emerging Women’s Magazine Brands: Conde Nast, Hearst, MeredithBrand FollowersHarper’s Bazaar 4,573,654Better Homes & Gardens 298,772Seventeen 175,344Marie Claire 168,979Country Living 178,246Lucky Magazine 83,75543 brands >25,0008 brands >10,00017 brands <10,000
Good News:Pinterest has started to promote early adopters
Bad News:This window of opportunity will close
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
@PinLeague #SMSSummit 954-505-8008
80 / 2080% of focus spent on Company profile / boards
80% of buzz and revenue from USER pins
@PinLeague #SMSSummit 954-505-8008
Step 1: Know Your Audience
What is being shared / said about your brand?
Who is doing the sharing / talking?
@PinLeague #SMSSummit 954-505-8008
Get A Free Analytics Dashboard at
PinLeague.com
@PinLeague #SMSSummit 954-505-8008
See Who’s Pinning About You, What They’re Pinning
@PinLeague #SMSSummit 954-505-8008
Step 2: Design CONTENT for the User5 things they LOVE +
5 things they have a
hard time finding + 2 things
about you
= Your First 12 Boards
@PinLeague #SMSSummit 954-505-8008
Cover Photos are Critical
Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
@PinLeague #SMSSummit 954-505-8008
Cross-Platform
Step 3: Engage Your Fan BaseIntegrati
onContests &
Charity
@PinLeague #SMSSummit 954-505-8008
Contests Draw Short-Term Attention
0
1,000
2,000
3,000
4,0003,434
3,819
421
1,720
Restaurant Chains on Pinterest –Followers in September
panerabread maggianos pfchangs tgifridayspins chilisqdobamexgrill
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
@PinLeague #SMSSummit 954-505-8008
Honda Jumped to An Early Lead
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
"Pintermission:” A 24-hour break from Pinterest to visit places or buy products they've pinned about (with $500 cash)
And Jeep?
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
@PinLeague #SMSSummit 954-505-8008
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
>1,000 Pinterest followers in 2 daysGrowth tripled from 35 to 110 /wk
23k Likes later…
@PinLeague #SMSSummit 954-505-8008
Step 4: Measure and Adjust
http://PinLeague.com
MAXIMIZING
ROI
@PinLeague #SMSSummit 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.”
@PinLeague #SMSSummit 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
@PinLeague #SMSSummit 954-505-8008
16k followers
471k fans
2.1M subscribers
*Twitter and e-mail available now, facebook coming soon
Energizing Your Base is the Fastest Path to
Critical Mass.
@PinLeague #SMSSummit 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
“Yay!”
“Don’t SPAM Me!”
@PinLeague #SMSSummit 954-505-8008
2.1 ME-mails
But Each User is Unique; Speak Their Language!
600k on Pinterest
1.5M Not on
800k Facebook
300k Twitter
@PinLeague #SMSSummit 954-505-8008
2-3x growth rate afterwards
@PinLeague #SMSSummit 954-505-8008
Case Study: PinMail +
Online Retail60k
Users Targeted
$1,800spend
Weekly email sends
+$11k / mo on Pinterest
+12k Pinsby users
+2,500 followers
@PinLeague #SMSSummit 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
@PinLeague #SMSSummit 954-505-8008
THE REAL KEY TO PINTEREST ROI: THE DATA
@PinLeague #SMSSummit 954-505-8008
ApplicationsContent 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…
@PinLeague #SMSSummit 954-505-8008
How Can I Help?First Name + Email
(954) 505-8008@danielpmaloney