Tailwind: Tapping Into Pinterest form SMSS Boston September 2013

Tapping into

Pi@TailwindApp @danielpmaloney #SMSSummit

Daniel Maloney, Tailwind CEO & Co-founder

@TailwindApp #SMSSummit 954-505-8008

1. Analytics & Insights

2. Listening

3. Campaigns

Tailwind makes Pinterest Marketing

Easy


Trusted by 2,500 brands, 250 agencies

Retail / E-Commerce Brand Marketers Publishers

Agencies


Data is at Our Core

Rich Social Datapowers multiple

applications

>45 million users>3 billion relationships

>17 billion pins

Analytics & Insights

Listening

Offers

Social + Email

Influencer Recruitment


This Presentation is

Interactive


How Does Pinterest Factor into Your Social Media Mix?

Not Yet Pinning

Have Started Pinning

Growing Quickly

Pinterest = #1 Social Site


Thank You!

Let’s ConnectFirst Name + Email

(954) 505-8008


On the Block…

1. 5 Key Things To Know

2. Growing Your Brand on Pinterest

3. Maximizing Pinterest ROI

KEY THINGS TO KNOW


1. Pinterest is Aspirational

What I’m doing

Who I am

Who I WANT TO BE


2. Hyper-targeting is Built In


Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look

3. More Targeted, More Addictive

http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look

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

http://corp.klout.com/blog/2011/11/the-life-of-a-tweet/

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


5. Rich Pins are the Future

• Improves discovery

• Commercial foundation

• Addresses stale links

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




Already enabling cool features…


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

http://blog.eloqua.com/pinterest-social-media-marketing/

http://blog.eloqua.com/pinterest-social-media-marketing/

http://activ8social.com/2012/09/25/pinterests-power-infographic/

GROWING YOUR

ON


Are you using a Pinterest tool to understand your

audience?

I am! I am!


Get A Free Analytics Dashboard at

TailwindApp.com


Step 1: Know Your Audience

What’s being shared about my brand?

What topics interest our audience?

Who is pinning about us?


What’s being shared about your brand?


Who is pinning from your site?


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

5 things they have a

hard time finding + 2 things

about you

= Your First 12 Boards


Cover Photos are Critical

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

http://mashable.com/2012/05/29/pinterest-eye-tracking-study/




Step 3: Study the Results and OPTIMIZE


Use A Category Heatmap To See Which Content is Going

Viral


Dig Deeper into Content Strategy

with the Boards Report


Then, See Which Pins Perform Best


Optimize Pinning When Your Audience is Online and Active

MAXIMIZING

ROI


The Marginal Cost of Growth on Pinterest is Lower than

Facebook$0.01 –

0.40$0.50 –

2.50

The sooner you move, the higher your ROI will be

Source: PinLeague data, http://www.emediavitals.com/content/price-facebook-fan

http://www.emediavitals.com/content/price-facebook-fan


Pinterest ROI =

ƒ(Mass, Activation, Conversion)


Off-Pinterest

Key ROI Drivers

On-Pinterest


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

http://clarity.pinleague.com/


Cross-Platform Promotion is Better

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

And Jeep?




Source: http://facebook.com/jeep

http://facebook.com/jeep



>1,000 Pinterest followers in 2 days

Growth tripled from 35 to 110 /wk

23k Likes later…



16k followers

471k fans

2.1M subscribers

*Twitter and e-mail available now, facebook coming soon

But Don’t Forget Where Your REAL Base Is…


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!”


2.1 ME-mails

But Each User is Unique; Speak Their Language!

600k on Pinterest

1.5M Not on

Pinterest

800k Facebook

300k Twitter


2-3x growth rate afterwards


Retail Case Study: Social + Email

60k Users Targeted

$1,800spend

Weekly email sends

+$11k / mo on Pinterest

+12k Pinsby users

+2,500 followers


Influencer Marketing


Important: Influencers are Influential About

SOMETHING


Important: Influencers are Influential About

SOMETHING


The Challenge: Finding The Right

Influencers


We love burgers.

We pinned content from

chilis.com

We pin about food often = influencer

Tools That Help: Search < Audience Engine < Listening


Pinterest ROI =

ƒ(Mass, Activation, Conversion)+

Enterprise Insight


THE REAL LONG-TERM ROI: THE DATA


1% better merchandising

decisions…

$700Mper year


ApplicationsContent Analysis • SEO

• Content Strategy• Product Testing

Influencer & Fan Activation

• Build Influencer Network• Expand Affiliate Network

Competitive Intelligence

•Merchandising• Track Campaign Effectiveness• Recruit Competitors’ Customers

Pinterest Data In Action…


How Can I Help?First Name + Email

(954) 505-8008@danielpmaloney

[email protected]

Business

Tailwind: Tapping Into Pinterest form SMSS Boston September 2013