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Exploring the strategies brands and agencies of all sizes deploy to grow their brand with Pinterest. Content ranges from beginning strategies to help you get up and running to advanced tactics that unlock substantial ROI.
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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
@TailwindApp #confluencecon 954-505-8008
Trusted by 4,500 brands, 300 agencies
Retail / E-Commerce Brand Marketers Publishers
Agencies
@TailwindApp #confluencecon 954-505-8008
And we’re based here, in OKC
@TailwindApp #confluencecon 954-505-8008
Let’s Keep the
Conversation GoingFirst Name + Email
(954) 505-8008
@TailwindApp #confluencecon 954-505-8008
On the Block…
1. 5 Key Things To Know
2. Building a Strong Foundation
3. Advanced Strategies
KEY THINGS TO KNOW
@TailwindApp #confluencecon 954-505-8008
1. Pinterest is Aspirational
What I’m doing
Who I am
Who I WANT TO BE
@TailwindApp #confluencecon 954-505-8008
2. Hyper-targeting is Built In
@TailwindApp #confluencecon 954-505-8008
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
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
@TailwindApp #confluencecon 954-505-8008
5. Pins Are More Than Images
Rich Pins
• Improve discovery
• Commercial foundation
• Address stale links
http://tailwindapp.com/make-rich-pins
@TailwindApp #confluencecon 954-505-8008
Already Enabling Great Features…
@TailwindApp #confluencecon 954-505-8008
And Rich Media Pins Are Here!
BUILDINGA STRONGFOUNDATION
ON
@TailwindApp #confluencecon 954-505-8008
What it Comes Down To
1. Right Audience
2. Right Content
3. Engaging on Their Terms
@TailwindApp #confluencecon 954-505-8008
Step 1: Know Your Audience
What’s being shared about my brand?
What topics interest our audience?
Who is pinning about us?
@TailwindApp #confluencecon 954-505-8008
Get A Free Analytics Dashboard at
TailwindApp.com
@TailwindApp #confluencecon 954-505-8008
Who is Pinning from My Site?
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What Are They Pinning?
@TailwindApp #confluencecon 954-505-8008
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
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Cover Photos are Critical
Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
@TailwindApp #confluencecon 954-505-8008
Test Your Content Strategy with Board Tracking
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See Which Pins Perform Best
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Step 3: Engage Fans on Their Terms
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Optimize Pinning When Your Audience is Online and Active
@TailwindApp #confluencecon 954-505-8008
ADVANCED
TACTICS
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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
@TailwindApp #confluencecon 954-505-8008
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…
@TailwindApp #confluencecon 954-505-8008
16k followers
471k fans
2.1M subscribers
But Don’t Forget Where Your REAL Base Is…
@TailwindApp #confluencecon 954-505-8008
2.1 ME-mails
Most Companies use a single Blast; this is a Flawed Approach
600k on Pinterest
1.5M Not on
“Yay!”
“Don’t SPAM Me!”
@TailwindApp #confluencecon 954-505-8008
2.1 ME-mails
But Each User is Unique; Speak Their Language!
600k on Pinterest
1.5M Not on
800k Facebook
300k Twitter
@TailwindApp #confluencecon 954-505-8008
2-3x growth rate afterwards
@TailwindApp #confluencecon 954-505-8008
Retail Case Study: Social + Email
60k Users Targeted
$1,800spend
Weekly email sends
+$11k / mo on Pinterest
+12k Pinsby users
+2,500 followers
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THE REAL LONG-TERM ROI: THE DATA
@TailwindApp #confluencecon 954-505-8008
1% better merchandising
decisions…
$700Mper year
@TailwindApp #confluencecon 954-505-8008
How Can I Help?First Name + Email
(954) 505-8008@danielpmaloney
