Piqora's CEO, Sharad Verma discusses the shift to an image based web, and shares data driven insights on visual, interest-based networks Pinterest and Instagram.

1. THE COMPLETE MARKETING SUITE
FOR VISUAL NETWORKS
SMX Social Media
Las Vegas, Nov 21, 2013
Sharad Verma
CEO/Co-founder, Piqora
@heysharad on Twitter

2. Consumer Shift:
Text Web
Self Selected
Visual Web
Social-Visual Streams
not
Web Pages

3. The Visual Web
Social Networks
Niche Visual Networks
E-Commerce Networks
Wanelo
Houzz
Mobile Photo Networks
Fancy

4. VISUAL NETWORKS VS. FACEBOOK
•
Interest Graph
•
Social Graph
•
Public
•
Closed
•
Highly Viral
•
Not-Viral
•
Organic
•
Brand Driven
•
Evergreen Content
•
Ephemeral Content
•
Inter-Connected
•
Personal Relationships
Vs

5. VISUAL NETWORKS: SIZE & ENGAGEMENT
70M+ Users
30M+ MAUs
$0.78 Rev/Pin
$169 AOV
90% Organic pinning
150M+ Users
225M Monthly visits
16B+ Photos
118M+ Blogs
1B+ Likes
53B+ Posts
257+ mins/month
80M+ Posts per day
91%+ Of
Reblogged/Blogs
18 Mins/visit

6. PINTEREST IS THE GOOGLE OF VISUAL WEB
10 Repins
78 ¢ in Sales
2 Visits
& 6 Pageviews
On average a
Pinterest Pin
generated more than
10 Repins
On average a Pinterest Pin
generated more than 78
cents in sales. This is up by
25% from Q4 ‘12
On average a pin
drove 2 Visits & 6
Pageviews
*Study of sample
customers since Feb, 2012

7. 82% JUMP IN REPINS FOR RICH PIN BRANDS
INCREASE IN REPIN/PIN
250%
200%
150%
100%
50%
0%
1
2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18
-50%
Study of a sample of retailers – 3 months before and after rich pins
launch in May, 2013

8. 50% OF VISITS HAPPEN AFTER 3.5 MONTHS OF FIRST PINNING
CUMULATIVE VISITS/PAGEVIEWS FROM SITE’S OLDEST PINS
100.00%
90.00%
80.00%
Percentage
70.00%
60.00%
%
visits
50.00%
%
pageviews
40.00%
30.00%
Visit Half life = 3.5 months
20.00%
10.00%
0.00%
0
100
200
300
400
# of days since original post
500
600
700

9. 50% OF THE ORDERS HAPPEN AFTER 2.5 MONTHS OF PINNING
CUMULATIVE REVENUE/ORDERS FROM SITE’S OLDEST PINS
100.00%
90.00%
80.00%
Percentage
70.00%
%
orders
60.00%
%
revenue
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
0
100
200
300
400
# of days since original post
500
600
700
Order Half life = 2.5
months

10. HOW TO OPTIMIZE YOUR WEBSITE FOR PINTEREST?
Implement Pin-It
button on your
website
Handle out-ofstock gracefully
On-hover Pin-it
Button
Implement Rich Pins
Pin-it Above the
Fold
Ask visitors to
follow you on
Pinterest
Pin-it
button on
your
mobile site
Merchandize
Trending Pins

11. A LARGE JEWELRY BRAND GENERATED 34% OF ORDERS THROUGH BOARD PINS
Kept their boards
fresh with in-stock
products
How did they do it?
Added a healthy mix
of product pins that
lead to their product
pages
Used good pin
descriptions to drive
SEO

12. HOW TO OPTIMIZE YOUR PROFILE ON PINTEREST?
Pin often through
out the day
Make sure pins
point to the
product page
Keep your
boards fresh with
new pins
Pin your most
clicked Pins
Create new
Boards
Use
keywords
from GA to
select
Board
Topics
Full Pin
Descriptions
Convert Site
Pinners into
Followers by
engaging with
their content

13. TOP 5
Recommendations

14. 01
VISUALLY
MERCHANDIZE YOUR
WEBSITE WITH
TRENDING PINS
Immersive, Discovery Experience
Provide a visual discovery experience
around highly relevant and socially
trending products

15. 02
CONNECT WITH
PINNERS VIA EMAIL
3000
Pins
16%
Higher CTR
67%
Higher Open
Rate

16. 03
Pinners
and
Repinners
engaged
in
different
/me
intervals
for
Home
Decor
600000
500000
400000
300000
PICK THE BEST
200000
TIME TO PIN
100000
0
#
of
Repinners
#
of
Pinners

17. 04
BUILD YOUR
COMMUNITY VIA
SELECTIVE, SEASONAL
AND AUTHENTIC
CONTESTS
1,400
Participants
Per Promotion Average Stats
3.34
Pins Per
participant
6,000+
Pins
& Repins
475K
Potential
Reach
2 Million
Potential
Impressions

18. 05
PRODUCT PINS TURN
PINNERS INTO
SHOPPERS
Higher
CTR
Higher
Visitbility
Search
Visibility
Price
Alerts

19. A STUDY OF 150,000 INSTAGRAM POSTS FROM 200 BRANDS
What opportunities
exist?
What is the role of hashtags
in post discoverability?
How many posts are
brands doing daily?
How are brands
hashtagging the posts?
How do likes correlate
with hashtags?

20. LIKES SEEM TO INCREASE WITH # OF HASHTAGS
% LIKES PER 100 POSTS
35%
30%
% of Likes
25%
20%
Lower confidence
due to sparse data
after 8 hashtags
15%
10%
5%
0%
0
1
2
3
4
5
6-10
10-30
# of Hashtags
Hashtags amplify context, discoverability
& social engagement

21. HASHTAG USAGE IS UPSIDE DOWN: MISSED OPPORTUNITIES
HASHTAG USAGE FREQUENCY
35%
30%
% of Posts
25%
20%
% Frequency
15%
10%
5%
0%
0
1
2
3
4
5
6-10
10-20
20-30
# of Hashtags
~30%
of posts have
no hashtags
~65%
of posts have
<3 hashtags

22. >7 HASHTAGS MIGHT SEEM SPAMMY AND DIMINISH LIKES
% LIKES PER 100 POSTS IN DIFF NUM_HASTAGS
25%
% of Likes
20%
15%
Lower confidence
due to sparse data
after 8 hashtags
10%
5%
0%
0
1
2
3
4
# of Hashtags
5
6
7
8
9

23. ROI OF INCREMENTAL HASHTAGS
% INCREASE IN LIKES WITH EACH NEW HASHTAG
120%
% of Increase in Likes
100%
80%
60%
40%
20%
0%
0 to 1
1 to 2
2 to 3
3 to 4
# of Hashtags
>100% jump in # of likes even from
just 2 to 3 Hashtags
4 to 5

24. MASTERY ON VISUAL NETWORKS
Measure ROI
Post often
Use Hashtags
Re-publish UGC
content
Run Contests &
Sweepstakes
Run email
marketing
campaigns
Turn your
Advocates
into
Followers
Identify
your
Influencers

25. RESOURCES
www.piqora.com/resources
blog.piqora.com
businessblog.pinterest.com
@piqora
on
twiCer
Kelly
@Tribe2point0
(Pinterest
Expert)

26. sharad@piqora.com
Thank You