Embed Size (px)
DESCRIPTION
Leverage Pinterest To Drive Your Revenue Why is Pinterest such a valuable tool for brands? Already the third largest social network, Pinterest is powering e-commerce product discovery at an astonishing rate. Pins are the new hyperlinks and every pin is an opportunity for retailers to convert awareness campaigns into a trackable ROI, where each pin can be worth $1-$2 in revenue. Hear from Pinfluencer Analytics, which currently tracks over 1000 brands, and helps brand strategists take advantage of the Pinterest platform to identify which products resonate with various Pinterest communities, leverage influential brand advocates, and monitor the pin-to-purchase funnel.
Citation preview
PIN TO PURCHASE
@pinfluencers @tansybrook #DSM2012
“Here are the beautiful things that make me who I am—or who I want to be”
= PURCHASE
SITUATIONAL ANALYSIS
•Third largest social network - fastest growing ever •Supports the move to a “more visual web” •70% women (huge potential for men and international)
“Pinterest has solved the problem of
discovery on the web”
source: shareaholic via TechCrunch
Pinterest has beaten out Yahoo organic traffic, making Pinterest the fourth largest traffic driver worldwide0
0.5
1
1.5
2
January February March April May June July August
PinterestYahooBingTwitter
Open registration in August
25M USERS
10M USERS
±20M USERS
source: shareaholic via TechCrunch
However, it’s still far, far behind Google Organic and direct traffic, as well as Facebook referral traffic.
vs.vs.
0
12.5
25
37.5
50
January February March April May June July August
Google OrganicDirectFacebookPinterestYahooGoogle ReferralBingStumbleUponTwitter
source: shareaholic via TechCrunch
• Visual based vs. text
• Positive vs. negative Ideal for products
• Taste makers & personal network
• Public so more potential for virality
• People love repinning = (80%) much more likely to repin than to retweet (1.4%)
• Buyers referred from Pinterest are spending 10% more than those arriving from other SM sites and are 70% likely to buy than a website
vs.
source: Shopify
Cousin Joe’s product recommendations
“Pinterest traffic 10% likely to make a purchase than other social media”
•Items they aspire to
•Emotionally engaging, looking for inspiration
•Explore outside of current brands consideration set
•Organize data - access to the full web
•Digest large amounts of data very quickly
•Appeals to the collection instinct and self expression at
the same time
This will be mine someday!!!
WHY ARE PEOPLEUSING PINTEREST
•Great way to capture new customers
•Most successful social media platform for producing revenue
•Building a presence to touch the consumers in new and emotional ways
•Brands and agencies are able to tell stories differently
•Publishers can drive traffic for content
•Pins drive distribution - they multiply on Pinterest via repins
WHY ARE BRANDSUSING PINTEREST
I absolutely love this band, do you know where it's from by any chance? Thanks!
•Your digital mannequins
•Avatar of your product page
•Organic distribution of your product
•Aspirational products driving traffic and
downstream purchases
WHAT ARE PINS?
•Tell a story
•Show “lifestyle” context with your products
•Represent the personality (or a personality) of the curator
•Boards are followed - pins are not
WHAT ARE BOARDS?
•Verticals benefitting the most: soft goods, online retailers and ecommerce players
• Groups with good visual content - fashion, travel, home furnishings, design, consumer electronics, do-it-yourself etc.
•Brands that embody peoples values & desire - fashion, food, etc.
•Event based products -wedding, airlines, baby showers, graduation, home decorating, etc.
+287 Likes1,477 Repins
WHO IS BENEFITING THE MOST?
Old men’s dress shirt DIY
LEGAL CONCERNS
HOW TO BE SUCCESSFUL ON PINTEREST $$$
PINTEREST WILD WEST
PIN, PINNERS,BOARDS+ INFLUENCERS
Goal: Converting awareness campaigns into a trackable ROI
PINNING CONTENT
Add “Pin” icons to encourage browsers to post content
“Pins with $$ get 36% more likes”
•Board creation•Repin and win•Puzzles•Scavenger hunts
CONTESTSOpportunity for gamification
MAKE CONTENT THAT IS ENGAGING
CONTENT BASED ON VALUES
PRODUCTFEEDBACK
COMPETITOR TRACKING
External Data Integration
ECOMMERCE ANALYTICS
INFLUENCERS “Quality, not quantity - organized & consistent - new content frequently” - Dane 2m followers
Not all pinners are created equal, influencers drive a disproportionate # of repins
$$$
InfluencersRePins
Pin Button
Contests
Boards
Analytics &Tracking
PIN TO PURCHASE CYCLE •On “average” Pinners drove between
40 cents to $4 in revenue a month
•On average 1000 Pinners drove
between 8 to 65 purchases a month
•An “average” Pinner drove between 4
and 30 pageviews a month
Pinfluncer sample (500 brands, in July, with Google Analytics associated with their account)
WHY NOW?
•Growing sector
•Can you afford not to consider Pinterest?
•Make your mistakes now
•Impact the development of Pinterest
•The tracking tools are now available
Contact info:
[email protected] or follow @tansybrook, @pinfluencers
Visit:
Pinfluencer.com for a free account to view your metrics
THANK YOU!
