Download - Establishing Your Brand and Maximizing ROI on Pinterest - presented at Digital Summit Dallas 2012

Establishing Your Brand & Maximizing ROI on

Daniel Maloney, CEO & Co-founder

@PinLeague @danielpmaloney #ddsummit

@PinLeague #ddsum12 954-505-8008

This Presentation is

Interactive


What do YOU want to discuss?

1. What Pinterest is (and isn’t)

2. Building Your Brand on Pinterest

3. Maximizing Pinterest ROI


Thank You!

Here’s A Gift

First Name + Email

(954) 505-8008


1. Mobilize Fan Base

2.Attract New Customers

3. Analytics & Insights

PinLeague makes

Pinterest Marketing

Easy


Data is at our Core

Pinterest Data

Each Day…

15 million Pins

3 million Profiles

Analytics & Insights Content, Influencers, Competitors

Audience Engine Find Your Target Audience

PinMail Socially powered E-mail

WHAT

IS

(AND ISN’T)


Fastest to 10 Million Monthly Users; now ~27 Million

Source: http://compete.com

10/2012

http://compete.com/


Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look

“It’s ADDICTIVE!”

http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look












175 Repins per Comment

Source: PinLeague data, based on a sample size of 3.3 million pins

It’s NOT Conversational

5-25 mins

It’s NOT about Status Updates

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

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
















Pinterest is an Online Pinboard


What have YOU

used pinboards for?


…Life events

…Home Projects

…Shopping

…Gifting

…Education

…Self-identity

Pinterest makes

Social.


Discovery & Planning

Pinterest makes

Social.


Fundamental Difference

What I’m doing

Who I am

Who I WANT TO BE


It’s Brand and Product Inclusive


More Referrals Per User,

More Revenue Per Referral

1.0 1.1

14.0

Twitter Facebook Pinterest

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/

$69 $80

$179

Twitter Facebook Pinterest

Average Order Value from Social Referrals

http://blog.eloqua.com/pinterest-social-media-marketing/








http://activ8social.com/2012/09/25/pinterests-power-infographic/





BUILDING YOUR

ON


How Does Pinterest Factor into Your Social Media Mix?

Not Yet Pinning

Have Started Pinning

Growing Quickly

Pinterest = #1 Social Site


Will You Invest in Pinterest in 2013?

No.

Yes- Same as Today

Yes- More Than Today


Pinterest Adoption is Growing

Source: PinLeague research

312

403

530

83 101 124

0

150

300

450

600

March June September

Top 1,500 Brands on Pinterest

Have Profile Have 1,000+ Followers

Our Estimate:

90% penetration

in 2013


Early Brand “Winners” Emerging Women’s Magazine Brands: Conde Nast, Hearst, Meredith

Brand Followers

Harper’s Bazaar 5,645,247

Better Homes & Gardens 205,853

Seventeen 95,213

Marie Claire 92,839

Country Living 73,424

Lucky Magazine 58,791

3 brands >25,000

8 brands >10,000

17 brands <10,000

Good News: Pinterest has started to promote early adopters

Bad News: This window of opportunity will close

Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com

http://clarity.pinleague.com/


80 / 20 80% of focus spent on Company profile / boards

80% of buzz and revenue from USER pins


Step 1: Know Your Audience

What is being shared / said about your brand?

Who is doing the sharing / talking?


Get A Free Analytics Dashboard at PinLeague.com


Step 2: Design CONTENT for the User

5 things they LOVE +

5 things they have a hard time finding +

2 things about you

= Your First 12 Boards


Cover Photos are Critical

Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709

http://mashable.com/2012/05/29/pinterest-eye-tracking-study/












Cross-Platform

Step 3: Engage Your Fan Base

Integration Contests & Charity


Contests Can Draw Attention…

3,434 3,819

421

1,720

0

1,000

2,000

3,000

4,000

Restaurant Chains on Pinterest –Followers in September

panerabread maggianos pfchangs tgifridayspins chilis qdobamexgrill

Jumped to #2 with “Pin it to Win It”

contest on their blog




…But Require Ongoing Promotion

Results

• 1,100 followers in 3 days

• Growth slowed down again substantially

Over 3 months: $0.41 / follower


Honda Jumped to An Early Lead

5,044 5,384

312 1,545

0

1,000

2,000

3,000

4,000

5,000

6,000

Automotive Brands on Pinterest –Followers in September

honda volkswagen porsche peugeotpanama officialmini jeep

"Pintermission:” A 24-hour break from Pinterest to visit places or buy products they've pinned about (with $500 cash)

And Jeep?




Source: http://facebook.com/jeep

http://facebook.com/jeep



>1,000 Pinterest followers in 2 days

Growth tripled from 35 to 110 /wk

23k Likes later…



Step 4: Measure and Adjust

http://PinLeague.com

http://pinleague.com/

MAXIMIZING

ROI


The Most Common Reason for NOT Investing in Pinterest…

“I can’t justify the ROI vs. investing in Facebook or Twitter, where we have more followers.”


The Marginal Cost of Growth on Pinterest is Lower then Facebook

$0.01 – 0.50 $0.25 – 1.27

So, the issue must be critical mass

Source: http://www.emediavitals.com/content/price-facebook-fan

http://www.emediavitals.com/content/price-facebook-fan







PinLeague can identify your E-mail subscribers and followers that use Pinterest and reconnect you with them

16k followers

471k fans

2.1M subscribers

*Twitter and e-mail available now, facebook coming soon

Energizing Your Base is the Fastest Path to Critical Mass.


2.1 M E-mails

Most Companies use a single Blast; this is a Flawed Approach

600k on Pinterest

1.5M Not on

Pinterest

“Yay!”

“Don’t SPAM Me!”


2.1 M E-mails

But Each User is Unique; Speak Their Language!

600k on Pinterest

1.5M Not on

Pinterest

800k Facebook

300k Twitter


Case Study: PinMail + Online Retail

60k

Users Targeted

$1,800 spend

Weekly email sends

+$11k / mo

on Pinterest

+12k Pins by users

+2,500 followers


2nd Fastest Path to Critical Mass: Influencer Recruitment

Not 1 of OldNavy’s 20 most influential

followers have pinned from

oldnavy.gap.com

http://oldnavy.gap.com/


Potential Applications

Content Analysis • SEO •Product Testing

Influencer & Fan Identification

•Build Influencer Network for all Ad Campaigns •HR / Recruiting Tool

Competitive Intelligence

•Merchandising •Track Campaign Effectiveness •Recruit Competitors’ Customers

Finally, Leverage Pinterest Data Elsewhere


How Can I Help?

First Name + Email

(954) 505-8008

@danielpmaloney

[email protected]