the pinterest effect - how businesses can use pinterest for marketing

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The Pinterest Effect

Andrew Melchior, Co-Founder andrew@avalaunchmedia.com

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• Pinterest (launched in March 2010) is a virtual pinboard that let's you bookmark to organize and share all the beautiful things you find on the web

• You can create your own pinboards and you can browse other people's boards as well

• Core difference with Pinterest: It says Look at THIS, instead of Look at ME

PINTEREST IS THE TWITTER OF 2012

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•  Traffic grew by 429% from 9/11 through 12/11 to roughly 7.2 M in Dec. 2011

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•  Broke the 10 Million mark in January 2012 becoming the fastest independent site to hit 10 M uniques/month in the U.S.

Source:TechCrunch

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116% traffic growth in 2012 to 21.2M, 75% user growth

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Percent of Pinterest users that are female

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Percentage of Pinterest users Between 25-55 yrs old

Source: Mashable

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Percentage of retail referring traffic Pinterest accounts for

Facebook = 26.4% Twitter = 3.61%

Source: Shareaholic

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Pinterest now the 4th largest organic traffic driver worldwide

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Travel companies and conferences companies use Pinterest to promote locations

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Avalaunch Media uses Pinterest to highlight recent content marketing and infographic pieces

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NORDSTROM uses Pinterest to highlight their fashion lines

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Utah based ZAGG features products, gadgets, other related things

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Gifts for Bloggers - Product retailers are making pinboards specific to markets

GET CREATIVE!!!

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Visit Bend uses Pinterest to highlight community businesses, events, etc.

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Leveraging

• Create a company account • Create boards for your products, services, interests • Pin images to your newly created boards • Make sure your pins are shared on your company Facebook and Twitter profiles

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Make sure your site is optimiz ed for Pinterest • Anything that is programmed in Flash CANNOT be pinned • Many JavaScript image preview tools block the option for pinning

Test, Test, Test • Use the bookmarklet tool from Pinterest on your own site • Pinterest also offers a “Pin It” button you can add to products, images, etc.

• There are Plugins out there for WordPress, and others

Optimize for

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Optimize for

Mashable

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Optimize for

Mashable

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Optimize for

Mashable

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YouTube reports 4 billion+ daily video views!

Average U.S. internet user watched 23.2 hours of online video comScore study for Dec. of 2011

Case Study

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Images Are Shared More Than Video

Effect According to StruckAxiom

X 10 more than

Images Shared More

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Why Images Are Shared More Than Videos

•  People aren’t sure what the video is before they click it

• Unknown time commitment • Not sure if they’ll want to share the video

Effect vs.

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So, Can You Combine The Two?���GungHo Case Study (h/t @NewspaperGrl)

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GungHo Case Study • Founder Danny Mason wanted to use social media to launch GungHo

• Hired Plaid Social Labs to find the right YouTube celebrity to influence men and women equally

• Found Charles and Ally Trippy YouTube Channel

“Internet Killed TV”

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Charles and Ally Trippy The Deal: Trippys agree to do a video review GungHo agrees to give away

FREE ENERGY

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The Strategy

www.gogungho.com/trippy

FREE ENERGY MORE FREE STUFF

SHARE FUNNY NINJA PICTURE

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The Results

5,700 bought or used the discount

69K hits within a few hours First 5000 samples were gone in 23 minutes Next 5000 were gone within ~ 90 minutes

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The Results

80% of the women added a personal endorsement where as only 5% of the men

Buyers

Female

Male

59% Men

Women

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The Results

5778 image pins before GungHo turned off the offer

1300 new followers

1100 new fans

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Because of

• Store, blog, magazine, wish list • Surpassed 1 M users in August 2012

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Because of

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Andrew Melchior, Co-Founder andrew@avalaunchmedia.com

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Thank You!