Webinar promotions best practices 2 - 11-15-12

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?

THANK YOU!

Sign up for a 14-day Trial@

www.Pinfluencer.com

For a Demo contact Kris@Pinfluencer.com