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How To Maximize Your Visibility on Visual Social Media Networks by Sharad Verma of Piquora @heysharad #SMX #22A #smxsocial13
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Sharad Verma
CEO/Co-founder, Piqora
@heysharad on Twitter
Fancy
Wanelo
Houzz
Vs.
• Interest Graph
• Public
• Highly Viral
• Organic
• Evergreen Content
• Inter-Connected
• Social Graph
• Closed
• Not-Viral
• Brand Driven
• Ephemeral Content
• Personal Relationships
70M+ Users
30M+ MAUs
$0.78 Rev/Pin
$169 AOV
90% Organic pinning
150M+ Users
16B+ Photos
1B+ Likes
257+ mins/month
225M Monthly visits
118M+ Blogs
53B+ Posts
80M+ Posts per day
91%+ Of
Reblogged/Blogs
18 Mins/visit
On average a
Pinterest Pin
generated more than
10 Repins
On average a Pinterest Pin
generated more than 78
cents in sales. This is up by
25% from Q4 ‘12¢
On average a pin
drove 2 Visits & 6
Pageviews
*Study of sample
customers since Feb, 2012
-50%
0%
50%
100%
150%
200%
250%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Study of a sample of retailers – 3 months before and after rich pins
launch in May, 2013
INCREASE IN REPIN/PIN
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
0 100 200 300 400 500 600 700
Pe
rce
nta
ge
# of days since original post
% visits % pageviews
Visit Half life = 3.5 months
CUMULATIVE VISITS/PAGEVIEWS FROM SITE’S OLDEST
PINS
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
0 100 200 300 400 500 600 700
Pe
rce
nta
ge
# of days since original post
% orders % revenue
Order Half life = 2.5
months
CUMULATIVE REVENUE/ORDERS FROM SITE’S OLDEST
PINS
Implement Pin-It button on your
website
On-hover Pin-it Button
Merchandize Trending Pins
Pin-it Above the Fold
Ask visitors to follow you on Pinterest
Implement Rich Pins
Handle out-of-stock gracefully
Pin-it button on
your mobile site
How did they do it?
Kept their boards fresh with in-stock products
Added a healthy mix of product pins that lead to their product pages
Used good pin descriptions to drive SEO
Pin often through out the day
Keep your boards fresh with
new pins
Full Pin Descriptions
Create new Boards
Convert Site Pinners into Followers by engaging with their content
Pin your most clicked Pins
Make sure pins point to the product page
Use keywords
from GA to select Board Topics
Immersive, Discovery Experience
Provide a visual discovery experience
around highly relevant and socially
trending products
Pins Higher CTR Higher Open
Rate
0
100000
200000
300000
400000
500000
600000
Pinners and Repinners engaged in different time intervals for Home Decor
# of Repinners
# of Pinners
Participants Pins Per
participant
Pins
& Repins
Potential
Reach
Potential
Impressions
Per Promotion Average Stats
What is the role of hashtags
in post discoverability?
How do likes
correlate with
hashtags?
How are brands
hashtagging the posts?
What opportunities
exist?
How many posts are
brands doing daily?
# of Hashtags
% o
f Li
ke
s
0%
5%
10%
15%
20%
25%
30%
35%
0 1 2 3 4 5 6-10 10-30
Hashtags amplify context, discoverability
& social engagement
% LIKES PER 100 POSTS
Lower confidence
due to sparse data
after 8 hashtags
of posts have
no hashtags
of posts have
<3 hashtags
# of Hashtags
% o
f Po
sts
HASHTAG USAGE FREQUENCY
0%
5%
10%
15%
20%
25%
30%
35%
0 1 2 3 4 5 6-10 10-20 20-30
% Frequency
0%
5%
10%
15%
20%
25%
0 1 2 3 4 5 6 7 8 9
Lower confidence
due to sparse data
after 8 hashtags
% LIKES PER 100 POSTS IN DIFF NUM_HASTAGS
# of Hashtags
% o
f Li
ke
s
>100% jump in # of likes even from
just 2 to 3 Hashtags
0%
20%
40%
60%
80%
100%
120%
0 to 1 1 to 2 2 to 3 3 to 4 4 to 5
% o
f In
cre
ase
in
Li
ke
s
# of Hashtags
% INCREASE IN LIKES WITH EACH NEW HASHTAG
Post often
Use Hashtags
Identify your
Influencers
Run Contests & Sweepstakes
Run email marketingcampaigns
Re-publish UGC content
Measure ROI
Turn your Advocates
into Followers
www.piqora.com/resourcesblog.piqora.combusinessblog.pinterest.com@piqora on twitterKelly @Tribe2point0 (Pinterest Expert)