pinterest for business, pam moore, social fresh conference 2016
TRANSCRIPT
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Pinterest for Business
Pam Moore CEO / FounderMarketing NutzHost: Social Zoom Factor
Social Fresh 2016
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agenda
• why Pinterest for biz?• case studies • 7 step success strategy
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the point of inspiration is changing
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YOU are the media
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Pinterest for biz?
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human brain processes visuals 60,000 times faster than decoding text!
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• Pinners see themselves as trend seekers, early adopters
• Believe Pinterest is a great resource for trends, styles & new things to try
what drives them?
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• 110 million daily active users• 175 million registered users • 90% female / 29% male• 75% more males than 2014** • 49% US women online use
Pinterest• 70% household purchasing
decisions made by women
who are they?
**Ahology 2015 Report
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• 90% users are women• 70% household
purchasing decisions made by women
• 41% users have avg household income $50k+
who are they?
9
*Source: Ahology
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• Age– 18-29 = 34%
30-49 = 28% 50-64 = 27%
• 9% Hispanics; up 6% fr 2014. 11% active pinners / 14% daily pinners.*
who are they?
*Source: Ahology
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• 45% college graduate or post graduate
• 56% employed, 15% homemaker, 12% unemployed, 10% students
• More likely to be single & living alone (33%) and less likely to be divorced (9%)
they are college educated, working
*Source: Ahology
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• 60% from USA, followed by India, UK, Brazil & Canada
• Site now available 30+ languages with offices in London, Paris, Berlin, Brazil, Tokyo
they are global
*Source: Ahology
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• 50% of those who notice promoted pins click to get more info.
• 40% made a purchase, suggesting promoted pins inspire future action!
they respond to promoted content
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they try new things• Pinterest inspires action
– 2/3 active pinners / 84% daily pinners inspired to try something new once a week or more
– 73% active pinners / 89% daily pinners have purchased something new they discovered on Pinterest
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• buy • opt in • share• try• read • click
they take action
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• more than 1/3 (36%) & 60% daily pinners access Pinterest once a day or more using smart phone.
• half of active pinners 48% & 77% daily pinners do so at least several times /w eek
they are mobile
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67% active / 86% daily pinners have accessed Pinterest while shopping to buy something they pinned
they reference
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• 14 minutes = avg site visit
• 30% prefer over watching TV
they hang out
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most common destination for users who click on a pin is a blog!
they read
Source: coschedule infographic
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Pinterest = 90% social media shares on the web
they share
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• invest now to harvest tomorrow
• best if you have an integrated digital, social platform that supports your business, not just your pins or boards
• inspiration, ideation, conversion and community focused
strategy and approach
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Case studies (demo)
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7 success strategies
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1. start with a Plan
• know your goals• know your customer • how will you measure success?
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• brand awareness?• website / blog traffic• sales• grow email list• build community
what’s your goal?
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• what are your top business goals?
• business goals aligned to digital marketing and social media
• key performance indicators (KPIs)
measure success
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2. do your research
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do you really know your customer?
Source: ZenDesk
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• drive sales strategies for your brand
• understand sharing behavior
• prioritize products & services
• Identify & prioritize content your audience is interested in
use Pinterest for research
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Pinterest.com/source/yourdomain
who is pinning your content?
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Pinterest.com/source/yourdomainwho is pinning your content?
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who is viewing your pins?
analytics.pinterest.com
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what are their interests?
analytics.pinterest.com
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what are their interests?
analytics.pinterest.com
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3. lay your foundation
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business.pinterest.com setup business account
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business.pinterest.com
convert personal account to business
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• Business.pinterest.com YOU DIT IT!
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• product• app• place• article• map• recipe
rich pins
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• pinners buy products without ever leaving Pinterest!
• if using BigCommerce, Demandware, Magento, Shopify, IBM Commerce you can start now. If not, get on waitlist!
buyable pins
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drive desired action!
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P = People O = Objectives S = Strategy T = Technology
don’t start with technology
Text POSTWORKSHEET to 33444 to download audience worksheet
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Communities Create Markets
Opportunity Harvest
Free member
Paid member
Loyal evangelist
Community Zone Customer Zone
$$
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• Works when you are not working!
• Consistent brand architecture
• Helps audience achieve their goals
Build Integrated Platform
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Blog • Home base • Stays with you always • Tell stories• Thought leadership • Integrated platform for
social presence• Ignite OPCs via
syndication & guest blogging
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Source: Quicksprout
Email subscribers 3 times more likely to share content via social media than other visitors
Increase conversion rates / salesNurture relationships Data collection Brand awareness
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4. Content strategy
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DIGITAL AND SOCIAL BODY LANGUAGE…. YOUR ACTIONS SPEAK LOUDER THAN YOUR WORDS
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BE YOU!
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Determine Your Message TiersNot all content has equal weight or value
Tier 1: Vision
Tier 2
Tier 3
Tier 4 Tier 4
Tier 3
Tier 4 Tier 4
Tier 3
Tier 4 Tier 4
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Stay Fresh
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5. Build your funnel
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PERSONALIZED EXPERIENCE• Who is your customer and
what is important to them?
• Behaviors • Preferences • How, when and where do
they use what screens• Context for why they use
screens (mobile, desktop, tablet)
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You need a landing pageHelps your customer learn quickly… • Who you are• What you can do to help them • Why they should buy from you • What action you want them to take • Think one customer, one page, one message
Don’t just send people to your website home page or shopping cart product page
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1. define your goal2. determine the offer3. build the platform to convert4. attract desired customers5. measure the result 6. tweak, rinse and repeat
awarenessinterest
consideration
purchase
CONVERSION FUNNELS ARE MORE COMPLICATED THAN THEY LOOK
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conversion rate… The % of visitors who complete a goal, as set by the site owner. Test methods, such as split testing or A/B testing help measure headlines, copy, images, social proof elements and content to help convert more visitors into customers.
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Conversion Rate Optimization
Conversion optimization, or conversion rate optimization (CRO) is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers.
Source: Wikipedia
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why conversion rate optimization (CRO)?Increased
– leads– roi – sales– happy customers – better sleep at night
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CRO optimization factorsPlanning Goals Value proposition Call to action Trust Security Buyer’s journey Findability / Searchability Visual design Color psychology LayoutVisual quality Headlines
Mobile responsive siteNavigationButton content Button color Delivery on promise CommunicationReadabilityLanguageTerminology Contact forms Load time of site / page Browser compatibility Up-sell / Cross-Sell Social proof
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CRO testing 1. Define goal and metrics for success2. Designate a landing page where conversion will occur3. Determine elements on landing page to test 4. Create variations of the key elements you want to test 5. Choose A/B testing tools to use
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6. Promote and advertise
6. advertise & promote!
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pick your goal: • awareness
(eCPM – cost per 1000 impressions)
• engagement (eCPE – cost per engagement)
• traffic (eCPC – cost per click)
Promoted pins
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pick your goal: • page visits• sign ups (newsletter, email etc.)
• custom conversions
track actions: • clicks • repins + closeups • views
track conversions
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7. Tweak. Rinse. Repeat. Optimize
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• keep aligned to goals & objectives• use a content calendar• clean up & organize boards • validate & test links• re-prioritize placement of content • remove out dated content • remove double pins
refresh monthly
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• Pinterest Insights• Tailwind (scheduling) • Buffer (scheduling) • Canva• Picmonkey • Social Warfare wordpress
plugin (Rich Pins, sharing)• Leadpages.net• Google Analytics
Pinterest & platform tools
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1. Start with a plan 2. Do your research3. Lay your foundation 4. Content strategy 5. Build your funnel 6. Advertise & promote 7. Tweak. Rinse.
Repeat. Optimize.
7 step success strategy
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Questions? Pam MooreCEO / Founder Marketing Nutz@pammktgnutpammarketingnut.comthemarketingnutz.comsocialzoomfactor.comsocialprofitfactor.com