Webinar 30 min promotions b-ps 3-21-13
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- Webinar - Pinterest Promotions Best Practices
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Transcript of Webinar 30 min promotions b-ps 3-21-13
- Webinar - Pinterest Promotions Best Practices
Welcome
Alex Littlewood Head of Customer Success
Piqora
“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.”
Todays 30-minute Webinar
• Why Pinterest? • 5 Tips for Successful Pinterest Promotions
• Q&A
Why Pinterest?
Pinterest Activity is Growing Quickly
Source: Piqora Customer Data Jan ‘13
From September ‘12 to January ‘13
Visits Per Pin up 300%
(0.68 to 2.38)
Visits Per Day Up 100%
(189 to 395)
Page Views Per Pin Doubled
(3.1 to 6.5)
Page Views Per Day Up 2X
(538 to 1062)
Pinterest’s Role in a Social Strategy
People Rela9onships Real Time Conversa9on
Discover, Aspire & Advocate Products
Retailers Engagement & Branding Customer Support
Sales & ROI Cul9vate Purchase
Intent
92% trust recommendations from friends & family above all else when making purchase decisions.
Source: Nielsen April 2012
5 Tips for Effective Pinterest Promotions
5 Tips for Effective Promotions
1. Set an objective 2. Create a great user experience, K.I.S.S. 3. Make your own life easier 4. Promote, Promote, Promote! 5. Maintain the momentum
1 – Set an Objective
ID Biz Objectives & De"ne Success
Retailers Brands Publishers & Media
• Website Traffic • Conversion • + Transaction Value • Store Traffic
• Website Traffic • Pin/Re-pin rates • Viral Reach
• Awareness • Engagement • Viral Reach • Trial • Retail sales
Objectives and Success Metrics
Objec1ve Measurement(s) Recommended Promo Type(s)
Viral Reach / Reco’s Pin & Repin volume Reach & Impressions
Repin from Board
Awareness Reach Impressions
RePin a Pin
Drive Site Traffic Visits Page Views
RePin from Board
Drive Sales
Sales Conversion RePin from Board RePin a Pin
Engagement Pin/Repins per Par9cipant Create a Board
Grow Followers Follower count/growth Follow-‐only
2 - Create a Great User Experience
Create a Great User Experience
Ac1on Descrip1on Recommended Best Prac1ces
Re-‐Pin from Board
User directed to re-‐Pin from pre-‐curated board
Yes • Leverage Top Pins • 40-‐60 pins in board • Clearly name board for promo
Pin from Website
User directed to website to Pin
Not usually • Narrow category • Op9mize descrip9ons for Pinning, including $’s & #’s
Re-‐Pin this Pin User directed to re-‐Pin a specific Pin
Yes • Op9mize for maximum visibilty/readability in feed
Create a board User creates board for the promo9on
Depends upon theme. Not usually
• Only use if it makes sense (i.e. Cura9on of things that wouldn’t fit in a pinners pre-‐exis9ng boards)
Hashtags #
User adds a hashtag to Pins
No • Align #’s with common search terms, like #Wedding, #Kitchen, or #Recipe
Follow Follows on Pinterest Yes • Ask for this as first ac9on
• Low barrier to entry • Keeps pinners in
Pinterest • Pinners will Pin to
their own boards, which is more
meaningful in context
• Expect ~60% eligibility
Repin from Boards
Create a Board • High barrier to entry = fewer participants • Deeper Engagement
• Higher Pins/Participant ratio • Expect ~25% eligibility
• Participants: 3,200+
• Pins & Repins: 68,400+ • Pins/Participant: 17
• Estimated Impressions: 2.9 Million • Follower Growth: 11,000
• Site Traffic increase: 27%
• Follow is a barrier to entry • Specify “Follow All”
• Keep users in Pinterest • Expect ~35% eligibility
Follow and Repin from Boards
3 – Make Your Own Life Easier
Piqora Promotions Platform • Fast & Easy Branded Page • 3 day launch • Host via:
• FB Tab • Landing Page
• Your Website
• Email collection & opt-in
• T&C’s opt-in for risk mitigation
How We Help
• Automatically Calculate Eligibility
• Deep Content Insights
Work Smarter, Not Harder.
Painless Tracking & Management
4 - Promote!
Promote
Social Email Other Digital
Website
Ads
Press Offline
Print Broadcast
In-Store
Promote – Consistency
5 – Maintain the Momentum
Momentum – Tennis Express
January
February
March
April
Momentum – Pottery Barn
PB KIds
February
PB Dorm
PB Teen
PB Kids
Questions?
Q&A
Run a Promotion!
Visit Piqora.com Chat with us Or Contact
[email protected] To learn more and get started running promotions
