establishing your brand and maximizing roi on pinterest - presented at digital summit dallas 2012

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This presentation is an introduction and practical guide for marketers looking to leverage Pinterest. Learn what Pinterest is and isn't, as well as how it differs from other social networks. Then, get a step by step guide to building your brand on Pinterest. And lastly, dig into advanced topics for maximizing ROI. There is also a link inside to get a free Pinterest analytics dashboard.

TRANSCRIPT

Establishing Your Brand & Maximizing ROI on

Daniel Maloney, CEO & Co-founder

@PinLeague @danielpmaloney #ddsummit

@PinLeague #ddsum12 954-505-8008

This Presentation is

Interactive

@PinLeague #ddsum12 954-505-8008

What do YOU want to discuss?

1. What Pinterest is (and isn’t)

2. Building Your Brand on Pinterest

3. Maximizing Pinterest ROI

@PinLeague #ddsum12 954-505-8008

Thank You!

Here’s A Gift

First Name + Email

(954) 505-8008

@PinLeague #ddsum12 954-505-8008

1. Mobilize Fan Base

2.Attract New Customers

3. Analytics & Insights

PinLeague makes

Pinterest Marketing

Easy

@PinLeague #ddsum12 954-505-8008

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)

@PinLeague #ddsum12 954-505-8008

Fastest to 10 Million Monthly Users; now ~27 Million

Source: http://compete.com

10/2012

@PinLeague #ddsum12 954-505-8008

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

@PinLeague #ddsum12 954-505-8008

Pinterest is an Online Pinboard

@PinLeague #ddsum12 954-505-8008

What have YOU

used pinboards for?

@PinLeague #ddsum12 954-505-8008

…Life events

…Home Projects

…Shopping

…Gifting

…Education

…Self-identity

Pinterest makes

Social.

@PinLeague #ddsum12 954-505-8008

Discovery & Planning

Pinterest makes

Social.

@PinLeague #ddsum12 954-505-8008

Fundamental Difference

What I’m doing

Who I am

Who I WANT TO BE

@PinLeague #ddsum12 954-505-8008

It’s Brand and Product Inclusive

BUILDING YOUR

ON

@PinLeague #ddsum12 954-505-8008

How Does Pinterest Factor into Your Social Media Mix?

Not Yet Pinning

Have Started Pinning

Growing Quickly

Pinterest = #1 Social Site

@PinLeague #ddsum12 954-505-8008

Will You Invest in Pinterest in 2013?

No.

Yes- Same as Today

Yes- More Than Today

@PinLeague #ddsum12 954-505-8008

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

@PinLeague #ddsum12 954-505-8008

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

@PinLeague #ddsum12 954-505-8008

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

80% of buzz and revenue from USER pins

@PinLeague #ddsum12 954-505-8008

Step 1: Know Your Audience

What is being shared / said about your brand?

Who is doing the sharing / talking?

@PinLeague #ddsum12 954-505-8008

Get A Free Analytics Dashboard at PinLeague.com

@PinLeague #ddsum12 954-505-8008

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

@PinLeague #ddsum12 954-505-8008

Cross-Platform

Step 3: Engage Your Fan Base

Integration Contests & Charity

@PinLeague #ddsum12 954-505-8008

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

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

@PinLeague #ddsum12 954-505-8008

…But Require Ongoing Promotion

Results

• 1,100 followers in 3 days

• Growth slowed down again substantially

Over 3 months: $0.41 / follower

@PinLeague #ddsum12 954-505-8008

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

@PinLeague #ddsum12 954-505-8008

Source: http://facebook.com/jeep

@PinLeague #ddsum12 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…

@PinLeague #ddsum12 954-505-8008

Step 4: Measure and Adjust

http://PinLeague.com

MAXIMIZING

ROI

@PinLeague #ddsum12 954-505-8008

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.”

@PinLeague #ddsum12 954-505-8008

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

@PinLeague #ddsum12 954-505-8008

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.

@PinLeague #ddsum12 954-505-8008

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!”

@PinLeague #ddsum12 954-505-8008

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

@PinLeague #ddsum12 954-505-8008

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

@PinLeague #ddsum12 954-505-8008

2nd Fastest Path to Critical Mass: Influencer Recruitment

Not 1 of OldNavy’s 20 most influential

followers have pinned from

oldnavy.gap.com

@PinLeague #ddsum12 954-505-8008

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

@PinLeague #ddsum12 954-505-8008

How Can I Help?

First Name + Email

(954) 505-8008

@danielpmaloney

danny@pinleague.com

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