Pinterest Promotions Best Practices Webinar
Alex LittlewoodHead of Customer Success
“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.”
Facebook.com/pinfluencer
@Pinfluencer#Pinfluencer
@Pinfluencers
What We’ll Cover Today
1. Why Pinterest?
2. Promotions Strategy
3. Creating a Great User Flow• Real Examples
4. Top Ways to Drive Traffic (from Facebook)
5. Hosting a Promotion
6. Latest Announcement from Pinterest
7. Questions
Audience Poll #1 & 2
Why Pinterest?
3rd largest Social Network in the World
Fastest Growing in History
4th largest Website traffic driver in the world, more than:
Yahoo Bing Twitter Google ads
Pinterest is Purchase Intent & Influence
Users Life Ledger
Brands EngagementBrand Building
Users Now!
Brands NewsSupportFeedback
Users Aspiration
BrandsUncover
Purchase IntentSocial ROI
92% trust recommendations from friends & family above all else when making purchase decisions.
Source: Nielsen April 2012
Users Are Big Spenders
• 79% Users are Women• Women control 80%+ of US
Consumer Spending
• Pinners are Predominantly 25-54
Source: ComScore, Fast Company
< 17 18-24 25-34 35-44 45-54 55-64 65+
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
Drives e-Commerce Shopping
Audience Poll #3 & 4
Pinterest Promotions Strategy
Pinterest Promotions Strategy
1. Identify Biz Objectives & Define Success
2. Optimize Content
3. Promote, Promote, Promote
4. Test Best Practices. Iterate and improve!
“An ounce of planning is worth a pound of doing!”
User Experience
Asking a bit too much
1. Create a recipe with our product
2. Create a board on Pinterest
3. Repin this image
4. Repin our product
5. Use 2 #Hashtags –
#FreshExpress #BlendRecipes
6. Visit our Website
7. Submit the URL to your board
8. Follow brand on Pinterest
All for a $1 coupon
Manually Tracking Eligibility
• How much time does it take to sort
through Contest/Sweepstakes
entries to confirm eligibility?
• How much does that cost your
organization? Is it worth it?
Work Smarter, Not Harder.
K.I.S.S.
Require 2 of the following:
• Follow the brand
• Pin X Pins from Website
• Pin X Pins from Boards
• Create a board
• Repin this image
• Hashtags #
Create a Board
• Pro’s• User will curate it with 5+ images
• Pinner might build on it
• Easy for brand to observe
• Con’s• It’s a barrier to entry
• Likely to be deleted after promotion
• Is a Board Necessary?• If you’re asking for a range of
complimentary pins that need to be
“curated together”
• If your theme is so unique it’s unlikely
the pinner already has a board to pin to.
Follow The Brand
• Pro’s• Grow follower base for future reach
• Low barrier to entry
• Good for showing the bosses
• Con’s• Users may get confused between follow
brand and follow board Which of these follows the brand, and which follows the board?
RePin From Boards
• Pro’s• You can pre-curate good content that you
know drive virality, clicks, and conversions
• Low barrier to entry
• Keeps pinners in Pinterest
• Con’s• Users may just “go through the motions”
• Less creativity from pinner
• Less variety
Pin from Website
• Pro’s• Website Traffic
• Pinners will browse extensively
• Pinners might buy
• Con’s• People might get lost, distracted,
and forget
• Getting people in and out of social
channels can cause drop-off
• When to do this• Need to learn more about the
content that inspires people
• Asking for highly curated boards
• For “scavenger hunt” themes
Hashtags
• Pro’s• Might grab some peoples attention
and raise awareness of promo
• If Pinterest search improves, it may
help with search
• Con’s• People always typo or simply forget
• Barrier to entry
• Cannot follow or search, so it
doesn’t help with discovery
• Legacy practice with little purpose
• Recommendation• If you’re set on it, use hashtags in
product descriptions
#Pinyourwaytotheuk
#Pamperspinparty
#Kiehl’s
#levanal
User Generated Pins / Content
• Pro’s• Very high engagement value
• Insightful
• Crowdsourcing
• Con’s• It’s a very high barrier to entry
• Quality will be questionable
• Significantly reduces entry rate
Daily Entries
• Pro’s• High frequency of engagement
• Drives viral reach and impressions
• Con’s• It’s a high barrier to entry
• Can be very manual to manage, even
with a technology provider
Daily Winners?
Drive Traffic
Promote!
Social Email Other Digital
Website
Ads
PressOffline
PrintBroadcast
In-Store
Facebook “Takeover”
• Cover Photo “Takeover”
• Page/Tab Tile Image
• Sweeps Hosted on Tab
Effective Posting Strategy
• Pinned posts
• Milestone Posts
• Frequent, but fresh
FB Ad Strategy + Pinfluencer Data
• Target Pinterest Users
• Influential Pinners
• Engaged Pinners
• Followers
• Competitors Followers
• Optimize ad units
• Marketplace Ads
• Sponsored Stories
Optimize Pins for Feed, Test, and Require Re-Pin of Promotion Pin
Hosting a Pinterest Promotion
How We Help
• Avoid Clunky & Long User
Experience
• T&C’s Opt-in
• Self-Serve user
Eligibility Queries
• Email collection & Opt-in
• Host via:
• FB Tab
• Landing Page
• Your Website
Painless Tracking and Management
• Auto-Magically
Confirm Eligibility
• Deep Content
Insights
Work Smarter, Not Harder.
What We NeedTo Get You Live
• Image 475px x 600px
• T&C’s
Live in 72 Hours
Pinfluencer – Our Technology
Marketing and Analytics Suite for Pinterest
Discovery Marketing and Analytics Suite
Analytics
KPI’s & Trends
Analytics
Boards
Pins
Analytics
Advocates
Influencers
Promotions Tools
300+ Clients 2,000+ Brands
10 Million+ Pinners30 Million + Pins
Strategic Insights
• Pinterest Expertise• Pinterest Data
& Analytics• Whitepapers• Webinars• Case Studies
Training
• Pinfluencer Features & Functionality
• Best Practices• Whitepapers• Webinars
Tech Support
• Account Administration
• Data Management
• Whitepapers
Customer Support
Brands and Retailers use Pinfluencer
Publishers, Media, and Agencies use Pinfluencer
Recent Pinterest Announcement
Merchant Pages Announcement
Pinterest is demonstrating that they’re
serious about providing value for brands!
1. Business accounts with verified websites
2. New legal terms
3. Promotions Do’s & Don’ts
4. Website widgets – Latest Pins
Questions About This
1. Will my profile be affected?
2. Will I lose any Pinterest functionality?
3. Will my analytics data from Pinfluencer
be affected?
4. Can I sell directly through Pinterest now?
Questions?
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