Download pptx - Building Your Brand with Pinterest – Daniel Maloney

Building Your Brand on

Pi@TailwindApp @danielpmaloney #confluencecon

Daniel Maloney, Tailwind CEO & Co-founder

@TailwindApp #confluencecon 954-505-8008

Tailwind Makes Pinterest Marketing

Easy

Rich Social Datapowers multiple

applications

>50 million users>7 billion relationships

>21 billion pins

Analytics

Listening

Campaigns

Influencer Recruitment


Trusted by 4,500 brands, 300 agencies

Retail / E-Commerce Brand Marketers Publishers

Agencies


And we’re based here, in OKC


Let’s Keep the

Conversation GoingFirst Name + Email

(954) 505-8008


On the Block…

1. 5 Key Things To Know

2. Building a Strong Foundation

3. Advanced Strategies

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


3. 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/

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. Pins Are More Than Images

Rich Pins

• Improve discovery

• Commercial foundation

• Address stale links

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

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





Already Enabling Great Features…


And Rich Media Pins Are Here!

BUILDINGA STRONGFOUNDATION

ON


What it Comes Down To

1. Right Audience

2. Right Content

3. Engaging on Their Terms


Step 1: Know Your Audience

What’s being shared about my brand?

What topics interest our audience?

Who is pinning about us?


Get A Free Analytics Dashboard at

TailwindApp.com


Who is Pinning from My Site?


What Are They Pinning?


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

5 things they want to

learn + 2 things about

your brand

= 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/




Test Your Content Strategy with Board Tracking


See Which Pins Perform Best


Step 3: Engage Fans on Their Terms


Optimize Pinning When Your Audience is Online and Active


ADVANCED

TACTICS


Organic Cross Platform Promotion

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

Jeep???

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

http://clarity.pinleague.com/


Source: http://facebook.com/jeep

http://facebook.com/jeep


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

>1,000 Pinterest followers in 2 days

Growth tripled from 35 to 110 /wk

23k Likes later…

http://clarity.pinleague.com/


16k followers

471k fans

2.1M subscribers

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


THE REAL LONG-TERM ROI: THE DATA


1% better merchandising

decisions…

$700Mper year


How Can I Help?First Name + Email

(954) 505-8008@danielpmaloney

[email protected]