SMSS: Establishing Your Brand and Maximizing ROI on Pinterest - PinLeague

Establishing Your Brand &

Maximizing ROI on

Daniel Maloney, CEO & Co-founder@PinLeague @danielpmaloney #SMSSummit

@PinLeague #SMSSummit 954-505-8008

This Presentation is

Interactive


What do YOU want to discuss?

1. What Pinterest is (and isn’t)

2. Building Your Brand on Pinterest

3. Maximizing Pinterest ROI


Thank You!

Here’s A GiftFirst Name + Email

(954) 505-8008


1.Mobilize Fan Base

2.Attract New Customers

3.Analytics & Insights

PinLeague makes Pinterest

Marketing

Easy


Data is at our Core

Rich Social DataEach Day…

>30 million Users>70 million Pins

Analytics & Insights

Audience Engine

Social + Email

WHAT

IS

(AND ISN’T)


Fastest to 10 Million Monthly Users; now >30 Million

Source: http://compete.com

12/2012

http://compete.com/


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

“It’s ADDICTIVE!”

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


175

Repins per Comment

Source: PinLeague data, based on a sample size of 3.3 million pins

It’s NOT Conversational

5-25 mins

It’s NOT about Status Updates

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


Pinterest is an Online Pinboard


…Life events…Home Projects

…Shopping…Gifting

…Education…Self-

identity

Pinterest makes

Social.


Discovery & Planning

Pinterest makes

Social.


Fundamental Difference

What I’m doing

Who I am

Who I WANT TO BE


It’s Brand and Product Inclusive


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

$179

Average 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/

BUILDING YOUR

ON


How Does Pinterest Factor into Your Social

Media Mix?Not Yet Pinning

Have Started Pinning

Growing Quickly

Pinterest = #1 Social Site


Will You Invest in Pinterest in

2013?No.

Yes- Same as Today

Yes- More Than Today


Pinterest Adoption is Growing

Source: PinLeague research

Q1 Q2 Q30

150

300

450

600

312403

530

83 101 124

Top 1,500 Brands on Pinterest

Have ProfileHave 1,000+ Followers

Our Estimate:

90% penetration

in 2013


Early Brand “Winners” Emerging Women’s Magazine Brands: Conde Nast, Hearst, MeredithBrand FollowersHarper’s Bazaar 4,573,654Better Homes & Gardens 298,772Seventeen 175,344Marie Claire 168,979Country Living 178,246Lucky Magazine 83,75543 brands >25,0008 brands >10,00017 brands <10,000

Good News:Pinterest has started to promote early adopters

Bad News:This window of opportunity will close

Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com

http://clarity.pinleague.com/


80 / 2080% of focus spent on Company profile / boards

80% of buzz and revenue from USER pins


Step 1: Know Your Audience

What is being shared / said about your brand?

Who is doing the sharing / talking?


Get A Free Analytics Dashboard at

PinLeague.com


See Who’s Pinning About You, What They’re Pinning


Step 2: Design 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/




Cross-Platform

Step 3: Engage Your Fan BaseIntegrati

onContests &

Charity


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


Then, flatlined again



Honda Jumped to An Early Lead

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

"Pintermission:” A 24-hour break from Pinterest to visit places or buy products they've pinned about (with $500 cash)

And Jeep?




Source: http://facebook.com/jeep

http://facebook.com/jeep



>1,000 Pinterest followers in 2 daysGrowth tripled from 35 to 110 /wk

23k Likes later…



Step 4: Measure and Adjust

http://PinLeague.com

http://pinleague.com/

MAXIMIZING

ROI


The Most Common Reason for NOT Investing in Pinterest…“I can’t justify the

ROI vs. Facebook or Twitter

where we have more followers.”


The Marginal Cost of Growth on Pinterest is Lower then Facebook$0.01 – 0.40

$0.50 – 2.50

So, the issue must be critical mass

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

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


16k followers

471k fans

2.1M subscribers

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

Energizing Your Base is the Fastest Path to

Critical Mass.


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


Case Study: PinMail +

Online Retail60k

Users Targeted

$1,800spend

Weekly email sends

+$11k / mo on Pinterest

+12k Pinsby users

+2,500 followers


2nd Fastest Path to Critical Mass: Influencer Recruitment

Simple Tip:

Engage followers who

haven’t yet pinned from

your site with great content


THE REAL KEY TO PINTEREST ROI: THE DATA


ApplicationsContent Analysis • SEO

•Content Strategy•Product Testing

Influencer & Fan Identification

•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]

Documents

SMSS: Establishing Your Brand and Maximizing ROI on Pinterest - PinLeague