Tailwind: Tapping Into Pinterest form SMSS Boston September 2013

Tapping into
Pi@TailwindApp @danielpmaloney #SMSSummit
Daniel Maloney,
Tailwind CEO & Co-founder

@TailwindApp #SMSSummit 954-505-8008
1. Analytics & Insights
2. Listening
3. Campaigns
Tailwind makes
Pinterest Marketing
Easy

Trusted by 2,500 brands, 250 agencies
Retail / E-Commerce Brand Marketers Publishers
Agencies

Data is at Our Core
Rich Social Data
powers multiple
applications
>45 million users
>3 billion relationships
>17 billion pins
Analytics & Insights
Listening
Offers
Social + Email
Influencer Recruitment

This Presentation is
Interactive

How Does Pinterest Factor into
Your Social Media Mix?
Not Yet Pinning
Have Started Pinning
Growing Quickly
Pinterest = #1 Social Site

Thank You!
Let’s Connect
First Name + Email
(954) 505-8008

On the Block…
1. 5 Key Things To Know
2. Growing Your Brand on Pinterest
3. Maximizing Pinterest ROI

1. Pinterest is Aspirational
What I’m doing
Who I am
Who I WANT TO BE

2. Hyper-targeting is Built In

Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
3. More Targeted, More Addictive

5-25 mins
4. Content Lives Longer
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

5. Rich Pins are the Future
• Improves discovery
• Commercial foundation
• Addresses stale links
http://pinleague.com/make-rich-pins

Already enabling cool features…

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

Are you using a Pinterest tool to
understand your audience?
I am! I am!

Get A Free Analytics Dashboard at
TailwindApp.com

Step 1: Know Your Audience
What’s being shared about my brand?
What topics interest our audience?
Who is pinning about us?

What’s being shared about your brand?

Who is pinning from your site?

Step 2:
Curate 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

Step 3:
Study the
Results
and
OPTIMIZE

Use A Category Heatmap To See
Which Content is Going Viral

Dig Deeper into Content Strategy
with the Boards Report

Then, See Which Pins Perform Best

Optimize Pinning When Your Audience
is Online and Active

The Marginal Cost of Growth on
Pinterest is Lower than Facebook
$0.01 – 0.40 $0.50 – 2.50
The sooner you move,
the higher your ROI will be
Source: PinLeague data, http://www.emediavitals.com/content/price-facebook-fan

Pinterest ROI =
ƒ(Mass, Activation, Conversion)

Off-Pinterest
Key ROI Drivers
On-Pinterest

Contests Draw Short-Term 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
Then, flatlined again

Cross-Platform Promotion is Better
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
And Jeep?

Source: http://facebook.com/jeep

>1,000 Pinterest
followers in 2 days
Growth tripled
from 35 to 110 /wk
23k Likes later…

16k
followers
471k
fans
2.1M
subscribers
*Twitter and e-mail available now, facebook coming soon
But Don’t Forget Where Your
REAL Base Is…

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

2-3x growth rate
afterwards

Retail Case Study: Social + Email
60k
Users Targeted
$1,800
spend
Weekly
email sends
+$11k / mo
on Pinterest
+12k Pins
by users
+2,500
followers

Influencer Marketing

Important: Influencers are
Influential About SOMETHING

The Challenge:
Finding The Right Influencers

We love burgers.
We pinned content
from chilis.com
We pin about food
often = influencer
Tools That Help:
Search < Audience Engine < Listening

Pinterest ROI =
ƒ(Mass, Activation, Conversion)
+
Enterprise Insight

THE REAL LONG-TERM ROI:
THE DATA

1% better
merchandising
decisions…
$700M
per year

Applications
Content Analysis • SEO
• Content Strategy
• Product Testing
Influencer &
Fan Activation
• Build Influencer Network
• Expand Affiliate Network
Competitive
Intelligence
• Merchandising
• Track Campaign Effectiveness
• Recruit Competitors’ Customers
Pinterest Data In Action…

How Can I Help?
First Name + Email
(954) 505-8008
@danielpmaloney
danny@tailwindapp.com

Tailwind: Tapping Into Pinterest form SMSS Boston September 2013

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