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From the SMX East 2014 Conference in New York City, NY. SESSION: Pinterest: Marketing On The webs Visual Shop. PRESENTATION: A Pinterest Marketing Framework - Given by Daniel Maloney, @DanielPMaloney, CEO, Co-Founder - Tailwind. #SMX #32D
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@TailwindApp #SMX #32D
A Pinterest Marketing Framework Daniel Maloney, CEO & Co-founder @danielpmaloney @TailwindApp #SMX #32D
@TailwindApp #SMX #32D
Tailwind: A Visual Marke2ng Pla5orm Used by 25,000 Brands and Agencies
Rich Data at the Core
Each Day…
70+ million users >500 million images 1B+ connecFons
Create & Curate Content
Schedule & Publish
Manage Promo2ons
Analy2cs & Insights
@TailwindApp #SMX #32D
Disclosure: We’re A Pinterest Developer Partner
See hGp://blog.tailwindapp.com/pinterest-‐api-‐business-‐insights/
• Business Insights API announced May 2014
• Select developers included
• Faster product development
• More Fmely, reliable data
@TailwindApp #SMX #32D
On the Block… 1. Pinterest’s Framework for Marketers (Me)
2. Driving Traffic with Pinterest Search (Anna)
3. Gearing up for Promoted Pins (Brittany)
4. Optimization Techniques (Matt)
@TailwindApp #SMX #32D
The Four Stages of Discovery
PRESENT FUTURE
Source: Pinterest Business Blog
NEED DEFINED
NEED UNDEFINED
@TailwindApp #SMX #32D
The Four Stages of Discovery
PRESENT FUTURE
NEED DEFINED
NEED UNDEFINED
Source: Pinterest Business Blog
@TailwindApp #SMX #32D
Pinterest is Aspirational
What I’m doing
Who I am
Who I WANT TO BE
@TailwindApp #SMX #32D
5-25 mins 5-25 minutes
80 minutes
Weeks to Months
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; Tailwind client data: internal + Google Analytics; based on a sample of client repins
The Time Axis & Lifetime of a Pin
@TailwindApp #SMX #32D
@TailwindApp #SMX #32D
@TailwindApp #SMX #32D
The “Definition” Axis
PRESENT FUTURE
NEED DEFINED
NEED UNDEFINED Source: Pinterest Business Blog
@TailwindApp #SMX #32D
WELL DEFINED
NEED UNDEFINED
Different Discovery Mechanisms
SOMEWHAT DEFINED
@TailwindApp #SMX #32D
The Four Stages of Discovery
PRESENT FUTURE
NEED DEFINED
NEED UNDEFINED
Source: Pinterest Business Blog
I know what I want
I’m narrowing it down… Just looking…
Maybe I could…
@TailwindApp #SMX #32D
The Four Stages of Discovery
PRESENT FUTURE
NEED DEFINED
NEED UNDEFINED
Source: Pinterest Business Blog
Conversion
Evaluation Awareness
Consideration
@TailwindApp #SMX #32D
Planning a Wedding
PRESENT FUTURE
NEED DEFINED
NEED UNDEFINED
Source: Pinterest Business Blog
I need ruffled tablecloths.
I’m Engaged! Show me pretty wedding photos.
I think I want a shabby chic wedding…
@TailwindApp #SMX #32D
Holiday Gift Giving
PRESENT FUTURE
NEED DEFINED
NEED UNDEFINED
Source: Pinterest Business Blog
Find the best place to buy a
Samsung Tab
Build a secret board to compare this year’s tablets
Pinning gift ideas
as I see them
@TailwindApp #SMX #32D
A Special Dinner
PRESENT FUTURE
NEED DEFINED
NEED UNDEFINED
Source: Pinterest Business Blog
Select menu and make a shopping list
Narrow down to 10 possible side dishes
Build a recipe Board year-round
I should learn how to cook
a Turkey
@TailwindApp #SMX #32D
Strategies for the Stages…
PRESENT FUTURE
NEED DEFINED
NEED UNDEFINED
Source: Pinterest Business Blog
Promoted Pins
Promotions & Influencers
SEO
Cross-Promotion
Content Marketing
@TailwindApp #SMX #32D
YOUR TURN: MAP YOUR CUSTOMER JOURNEY
PRESENT FUTURE
NEED DEFINED
NEED UNDEFINED Source: Pinterest Business Blog
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? Email me for a worksheet: [email protected]
