- Webinar -Pinterest Marketing Survey Results

Welcome

Alex LittlewoodHead of Customer Success

“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.”

#Pinfluencer

Todays Webinar

• Why Pinterest?

• Pinterest Marketing Survey Results

• Questions from Webinar Registrants

• Pinfluencer: The Pinterest Marketing Suite

• Announce the iPad Mini Winner

Why Pinterest?

Pinterest’s Role in a Social Strategy

People use it to:

Connect with the people and brands they care about.

Engage immediately with the people and brands they need to.

Discover products and be inspired. To curate their aspirations.

Brands use it for:

- Engagement- Brand Building

- News- Support- Feedback

- Uncover purchase intent

- Drive web traffic- Social ROI

92% trust recommendations from friends & family above all else when making purchase decisions.

Source: Nielsen April 2012

Big, and Getting Bigger

3rd most popular Social Network in the US

Fastest Growing in History

4th largest Website traffic driver in the world, more than:

Yahoo Bing Twitter Google ads

Pinterest Drives E-commerce

2.5X AOV (Average Order Value)

$180 $80 $69

86%

11%

25M

550M

1,000MUser BaseBy Network % of

Socially Driven

Shopping Sessions

Source: Comscore, Rich Relevance

Pinterest Marketing Survey Results

Survey Respondents

Pinterest Marketing Survey

1. Has referral traffic from Pinterest been growing?

2. Have sales & AoV from Pinterest been growing?

3. Are brands managing a Pinterest profile?

4. How frequently are they Pinning?

5. What are the board content strategies?

6. How does Pinterest fit in the overall social marketing strategy?

7. How Important is Pinterest to that strategy?

8. What do brands value most about Pinterest?

9. How are brands currently tracking performance?

10. How many brands have run sweepstakes and contests?

11. How difficult was it? What worked? What didn't?

12. How was the Promotion promoted?

13. Do brands plan to continue running more promotions?

Traffic from Pinterest is Exploding!

Yes, absolutely blowing up!Yes, growing rapidly and acceleratingYes, steady growth

Type of Business Sell on Website?

Media Agency Brand Retailer Yes No

Is traffic to your site (from Pinterest) growing?

Pinning Volume Matters

Almostnever

Periodic Bursts

A fewa week

1-2x/day

3-10x/day

10x + day

Yes, absolutely blowing up!Yes, growing rapidly and acceleratingYes, steady growth

Traffic growing?

How frequently are you Pinning?

50% Don’t Know

35% No

15% Yes

We Need Analytics to Measure ROI

Have you observed Higher AOV from Pinterest Traffic?

Showed AOV from Socially Driven Shopping Sessions

$180 $80 $69

In September 2012, a report studying 700 Million ecommerce

transactions…

Promotions in Pinterest

What went well What didn’t go well

• 57% said Customers and Fans

Loved it

• 31% said they noticed a spike

in web traffic and sales

• 27% said it was time intensive

to execute

• 35% said they had too few

participants

43% of Respondents had run at least one promotion

57% of Respondents had never run a promotion

41% = Not a Priority

34% = Unaware it was possible

16% = Waiting for technology

Actively Running Promotions is Key!

Of those that have run 1 or more Promotions on Pinterest...

Will run another promotion? How Frequently?

74% Definitely 26% Maybe53% Quarterly

23% Monthly

…0% said “not sure” or “no”

Questions From Registration

Questions from Webinar Signups1. How can non e-commerce/retail brands drive results from Pinterest? B2B? Non-

popular and/or negative subjects?

2. Are there any new ways to run Promotions like sweeps and contests in Pinterest?

3. How can I grow the activities occurring on Pinterest?

4. How to use “Engaged Time of Day” metric to improve performance.

5. Can I regionalize my efforts on Pinterest?

6. Do I need a Pinterest Profile, and what’s the best way to launch one?

Should I switch to a Business profile?

7. Can I advertise on Pinterest?

8. Will the Instagram ToS fiasco help Pinterest become more popular?

9. What are the metrics that are most important to executive management? Why?

10. Can I track sales from Pinterest?

11. How can I track specific pins and pinners that are popular and influential?

12. What are the best tools to measure Pinterest (Heather, FarmGirl Gourmet)?

Questions from Webinar Signups1. How can non e-commerce/retail brands drive results from Pinterest? B2B? Non-

popular and/or negative subjects?

Top Tips for Brands that don’t “fit” perfectly in Pinterest

• Align with things that DO matter in Pinterest. People are on Pinterest to Discover, Share, and Remember.

• B2B Brands:• Infographics• Inspiration• Industry humor

• Pinterest is very positive, if your brand/service is not, a great opportunity to bring levity and inspiration to a sore subject

Top Categories on Pinterest:

Home Arts & Crafts Fashion & Style Food Inspiration & Educ. Holiday & Seasonal Humor Products Travel Kids

Questions from Webinar Signups2. Are there any new ways to run Promotions like sweeps and contests in Pinterest?

3. How can I grow the activities occurring on Pinterest?

Action Description Recommended Best Practices

Follow Follows on Pinterest Yes • Ask for this as first action

Re-Pin from Board

User directed to re-Pin from pre-curated board

Yes • Leverage Top Pins• 40-60 pins in board• Clearly name board for promo

Pin from Website

User directed to website to Pin

Not usually • Narrow category• Optimize descriptions for Pinning, including $’s &

#’s

Re-Pin this Pin User directed to re-Pin a specific Pin

Yes • Optimize for maximum visibilty/readability in feed

Create a board User creates board for the promotion

Depends upon theme. Not usually

• Only use if it makes sense (i.e. Curation of things that wouldn’t fit in a pinners pre-existing boards)

Hashtags # User adds a hashtag to Pins

No • Align #’s with common search terms, like #Wedding, #Kitchen, or #Recipe

Questions from Webinar Signups2. Are there any new ways to run Promotions like sweeps and contests in Pinterest?

3. How can I grow the activities occurring on Pinterest?

Pinterest Promotions Drive Pinning, Follows, Site Traffic and Sales

Questions from Webinar Signups4. How to use “Engaged Time of Day” metric to improve performance.

Tip:

Use Pinfluencer Pin

Scheduler to stagger

posts +/- 2 hours

around Most

Engaged times.

Questions from Webinar Signups5. Can I regionalize my efforts on Pinterest?

6. Do I need a Pinterest Profile, and what’s the best way to launch one?

Should I switch to a Business profile?

7. Can I advertise on Pinterest?

8. Will the Instagram ToS fiasco help Pinterest become more popular?

Why Switch?

1. Authenticate

2. Future Goodies

Questions from Webinar Signups9. What are the metrics that are most important to executive management? Why?

10. Can I track sales from Pinterest?

11. How can I track specific pins and pinners that are popular and influential?

12. What are the best tools to measure Pinterest (Heather, FarmGirl Gourmet)?

Top Metrics to Track

• Sales Conversion Purchase events Total Sales AOV

• Website Traffic Visits & Views

• Pinning & Re-Pinning Pins from site Repin : Pin Influential Pinners

• Reach & Impressions• Follower Growth

Average Daily Total

• Competitor Followers Pins from site Pinning Activity Virality

• Popular Pins By Revenue By Visits/Views Most viral Most comments

& likes• Boards

Most Engaged Most Viral

Pinfluencer

The Marketing and Analytics Suite for Pinterest

PromotionsContests, Sweepstakes, Coupons, Giveaways, Instant Win, and more.

AnalyticsPins, Repins, site traffic, sales conversion, competitors and more.

Content ManagementSchedule Pins, manage Pins across multiple Pinterest accounts.

Audience DataID Pinners that are Advocates, Engaged, and/or Influential

PromotionsSweeps

Contests

Giveaways

Promotions

Eligibility Tracker

Content Analysis

Analytics

Site and Profile Activity

Downstream Conversion• Google Analytics• Coremetrics• Adobe Site Catalyst

(Omniture)

Analytics

• Engaged Pinners• Influential

Pinners• Advocates

Analytics

Popular and Influential Pins

Engaging, Viral, andInfluential Boards

Content Management

Pin Scheduler

Congratulations to Our Winner!

Alison Feldmann

Etsy

You won the iPad Mini!

Thanks to everyone who participated in the survey.