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#smx #14C3 @scott_ jaworski
"Why Intel Investments in SEO Paid Dividends on Pinterest." Scott Jaworski Laura Mitchell
#smx #14C3 @scott_ jaworski
100M Monthly Active Users
Source: New York Times September 16, 2015 http://mobile.nytimes.com/blogs/bits/2015/09/17/pinterest-crosses-user-milestone-of-100-million/
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71% Women
Source: August 2015 US ComScore Media Metrix
#smx #14C3 @scott_ jaworski
27% Use Pinterest Daily
Source: The Pew Research Center – Mobile Messaging and Social Media 2015
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93% of Pinners shopped online in the past 6 months
Source: Nielsen Data reported by Pinterest November 2014
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Our Vision Drive brand awareness and affinity by telling a visual story of technology, innovation, and inspiration.
#smx #14C3 @scott_ jaworski
How can insights from SEO help to drive engagement on Pinterest?
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Pinterest is a Search Engine
#smx #14C3 @scott_ jaworski
What Are the Factors That Drive Visibility in Pinterest?
#smx #14C3 @scott_ jaworski
Pinners
Pins
Boards
Domains
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Research Methodology
The Dataset • Top 25 Pins per Keyword for more than 4,500
Keywords submitted to Pinterest Search
Highlights • 110,000+ Pins • 19,000+ Pinners • 9,000+ Domains • 4M+ RePins • 800k Likes • 15k+ Comments
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
#smx #14C3 @scott_ jaworski
Research ? Pinner Factors
Do Pins from Pinners with: • More Pins • More Followers • That are Following Other Pinners • That Pin Content from Many Domains • With Many Boards
Perform Better?
#smx #14C3 @scott_ jaworski
Research ? Pinner Factors
Pins from Pinners … • With More Pins • With More Followers • That are Following Other Pinners • That Pin Content from Many Domains • With Many Boards
Perform Better • 80% of Pins Ranking in the first row come from
Pinners with more than 1,400 Total Pins • Pinners with first row ranking Pins have an Avg
of 229k followers (36% higher than Pinners with Pins in rows 2-4)
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
#smx #14C3 @scott_ jaworski
Research ? Pinner Factors
CONTENT MATTERS! AUTHORITY MATTERS!
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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Do Pins … • With More RePins • With More Likes • With More Comments • That Use Rich Pins
Perform Better?
Research ? Pin Factors
#smx #14C3 @scott_ jaworski
Research ? Pin Factors
Pins … • With More RePins • With More Likes • With More Comments • That Use Rich Pins
Perform Better • Pins Ranking in the first row have dramatically
higher RePins, Likes and Comments than Pins in rows 2-4
• 87% higher RePins • 93% higher Likes • 220% higher Comments
• 50% of the #1 Ranking Pins were Rich Pins
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
#smx #14C3 @scott_ jaworski
Research ? Pin Factors
Engagement Matters!
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
#smx #14C3 @scott_ jaworski Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
1. Use Rich Pins 2. Optimize the Source URL 3. Avoid Pinning Duplicate
Content
Pin Recommendations
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Research ? Board Factors
Do … • Boards With More Pins • Group Boards • Some Board Names
Perform Better?
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Research ? Board Factors
• Boards With More Pins • Group Boards • Some Board Names
Perform Better • The Pinterest algorithm for Search for Boards
appears to be heavily weighted for Exact Match of the Keyword in the Board Name
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
#smx #14C3 @scott_ jaworski Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
1. Align with Pinterest Categories
2. Create Boards that align with specific events and/or holidays
3. Inspirational boards
Board Recommendations
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Research ? Domain Factors
Which Domains … • Are Pinned Most Often • Are RePinned Most Often • Are Pinned by the Most Pinners
?
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Research ? Domain Factors
Domains … • That Are Pinned Most Often
• That Are RePinned Most Often • That Are Pinned by the Most Pinners
Include • YouTube • Etsy • Amazon • Engadget • Mashable • BuzzFeed • cNet • Flickr
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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How Did We Apply These Learnings?
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Board Strategy
Create Boards … • Aligned with Pinterest Categories • Aligned with Search Opportunity • Aligned with Events/Holidays • Aligned with the Aspirational
Nature of Pinterest
Technology Women’s Fashion Men’s Fashion Health & Fitness DIY & Crafts Cars & Motorcycles Photography Art Gifts Home Décor Geek Quotes History Holidays & Events
#smx #14C3 @scott_ jaworski
Board Strategy
Create Boards … • Aligned with Pinterest Categories • Aligned with Search Opportunity • Aligned with Events/Holidays • Aligned with the Aspirational
Nature of Pinterest Intel Laptops and Ultrabooks Intel Tablets 2 in 1 Laptops & Tablets Future Cars Smartphones with Intel Inside
#smx #14C3 @scott_ jaworski
Board Strategy
Create Boards … • Aligned with Pinterest Categories • Aligned with Search Opportunity • Aligned with Events/Holidays • Aligned with the Aspirational
Nature of Pinterest
Consumer Electronics Show Tech for Holidays The Creators Project Intel Developers Forum
#smx #14C3 @scott_ jaworski
Board Strategy
Create Boards … • Aligned with Pinterest Categories • Aligned with Search Opportunity • Aligned with Events/Holidays • Aligned with the Aspirational
Nature of Pinterest Our Favorite Quotes Our History Innovation for Good Blogger’s Days Diversity and Social
Responsibility
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Board Playbooks
• Insights • Target Keywords • Best Practices
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
Fashion/Clothing
Wristworn Device
Jewelry
Headsets/Headphones
Implants and Ingestibles
0 500,000 1,000,000 1,500,000
Top Wearable Device Types RePins/Likes
RePins Likes
#smx #14C3 @scott_ jaworski
Board Playbooks
• Insights • Target Keywords • Best Practices
Topic SubTopic keyword RePins Likes
Fashion/Clothing Shoes/Socks smart shoes 165,121 19,838
smart socks 49,607 6,884 Fashion/Clothing-‐General smart clothing 94,016 17,339
color changing clothes 64,518 8,237
Fashion future of fashion 79,766 14,766
smart fashion 63,046 12,331
Jewelry Jewelry smart jewelry 44,596 6,042
safety jewelry 35,806 6,325
Necklaces smart necklace 53,305 7,032
smart pendant 25,068 3,517
Rings/Earrings smart earrings 41,230 5,578
smart rings 32,236 3,912
Wristworn Device AcFvity Tracking Band fitness bands 42,890 4,658
fitness arm band 38,045 4,052 Wristworn Device-‐General sleep watch 33,771 5,144
health monitor watch 10,467 1,004
Camera/Spy Watch camera watch 21,045 3,571
watch camera 20,904 3,553 Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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Board Playbooks
• Insights • Target Keywords • Best Practices
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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What Are The Results?
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Our Results
Source: Pinterest Analytics
• Our Pins are sparking new Board themes…
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Our Results
• 48% Increase in Avg Monthly Engaged Viewers
• 364% Increase in Avg Monthly Viewers
0
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20,000
40,000
60,000
80,000
100,000
120,000
140,000
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Pre Post
Pinterest Pre/Post
Average of Monthly viewers
Average of Monthly engaged
Source: Pinterest Analytics
#smx #14C3 @scott_ jaworski
Key Takeaways…
• Insights from Search drive value well beyond the boundaries of the traditional search engine results page
• A marketing org structure that facilitates the sharing of insights across disciplines enables rapid innovation
• Focusing on the user reveals new ways to meet our audience where they are
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THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016