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Establishing Your Brand
 & Maximizing ROI on


  Daniel Maloney, CEO & Co-founder

@PinLeague   @danielpmaloney   #SMSSummit
@PinLeague #SMSSummit   954-505-8008




This Presentation is
  Interactive
@PinLeague #SMSSummit      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 #SMSSummit   954-505-8008




 Thank You!
Here’s A Gift

     First Name + Email
     (954) 505-8008
@PinLeague #SMSSummit     954-505-8008



PinLeague makes
     Pinterest Marketing
                                 Easy

                1. Mobilize Fan Base
                2.Attract New Customers
                3. Analytics & Insights
@PinLeague #SMSSummit        954-505-8008



Data is at our Core

                                Analytics & Insights
  Rich Social Data
      Each Day…                   Audience Engine
   >30 million Users
    >70 million Pins
                                   Social + Email
WHAT


                 IS
   (AND ISN’T)
@PinLeague #SMSSummit   954-505-8008


     Fastest to 10 Million Monthly Users;
     now >30 Million




                                                          12/2012



Source: http://compete.com
@PinLeague #SMSSummit                          954-505-8008


      “It’s ADDICTIVE!”




Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
@PinLeague #SMSSummit   954-505-8008


 It’s NOT Conversational




                                                  175
                                    Repins per Comment


Source: PinLeague data, based on a sample size of 3.3 million pins
It’s NOT about Status Updates

                   5-25 minutes
            5-25 mins                              5-25 minutes

                                         80 minutes
                                    80 minutes


                                                              > 1 week

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
@PinLeague #SMSSummit   954-505-8008


Pinterest is an Online Pinboard
@PinLeague #SMSSummit     954-505-8008



Pinterest makes
  …Life events
       …Home Projects
            …Shopping
               …Gifting
                    …Education
                        …Self-identity
                                    Social.
@PinLeague #SMSSummit     954-505-8008




Pinterest makes

      Discovery &
       Planning
                                Social.
@PinLeague #SMSSummit   954-505-8008



Fundamental Difference
     What I’m doing

     Who I am

     Who I WANT TO BE
@PinLeague #SMSSummit   954-505-8008


It’s Brand and Product Inclusive
@PinLeague #SMSSummit                                                               954-505-8008


    More Referrals Per User,
    More Revenue Per Referral
                                                                                                                                       $179
    Ratio:                                                14.0                       Average Order Value
    Referral Share to                                                                from Social Referrals
    User Share


                              14x                                                           $69                    $80
                                     12.5x
              1.0                     1.1

           Twitter              Facebook               Pinterest                            Twitter             Facebook               Pinterest

Source: http://blog.eloqua.com/pinterest-social-media-marketing/; http://activ8social.com/2012/09/25/pinterests-power-infographic/
BUILDING
  YOUR



    ON
@PinLeague #SMSSummit      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 #SMSSummit   954-505-8008



Will You Invest in
Pinterest in 2013?
    No.

    Yes- Same as Today

    Yes- More Than Today
@PinLeague #SMSSummit                 954-505-8008


  Pinterest                       600
                                        Top 1,500 Brands on Pinterest
                                                                   530
  Adoption
  is Growing                      450                  403
                                        312
                                  300

       Our Estimate:
                                  150                        101         124
           90%                      0
                                               83

          penetration
                                            Q1           Q2           Q3
            in 2013
                                        Have Profile   Have 1,000+ Followers
Source: PinLeague research
@PinLeague #SMSSummit                   954-505-8008


   Early Brand “Winners” Emerging
   Women’s Magazine Brands: Conde Nast, Hearst, Meredith
   Brand                  Followers
   Harper’s Bazaar        4,573,654 Good News:
   Better Homes & Gardens   298,772 Pinterest has started to
   Seventeen                                                  175,344 promote early adopters
   Marie Claire                                               168,979
   Country Living                                             178,246
   Lucky Magazine                                             83,7554
                                                                      Bad News:
   3 brands                                                   >25,000
                                                                      This window of
   8 brands                                                   >10,000
                                                                      opportunity will close
   17 brands                                                  <10,000
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
@PinLeague #SMSSummit       954-505-8008




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

80% of buzz and revenue from USER pins
@PinLeague #SMSSummit   954-505-8008




Step 1: Know Your Audience

What is being shared / said
  about your brand?
Who is doing the sharing /
        talking?
@PinLeague #SMSSummit   954-505-8008


Get A Free Analytics Dashboard at
         PinLeague.com
@PinLeague #SMSSummit   954-505-8008


See Who’s Pinning About You,
What They’re Pinning
@PinLeague #SMSSummit   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 #SMSSummit                                      954-505-8008


     Cover Photos are Critical




Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
@PinLeague #SMSSummit   954-505-8008


Step 3: Engage Your Fan Base
Integration     Contests & Charity



                   Cross-Platform
@PinLeague #SMSSummit                                      954-505-8008


  Contests Draw Short-Term Attention
                    Restaurant Chains on Pinterest –Followers in September
     4,000                                                                                                 3,819
                 3,434
     3,000
                                                                                            Then, flatlined again
                         Jumped to #2 with
     2,000                “Pin it to Win It”                                                               1,720
                        contest on their blog

     1,000


            0   421

          panerabread             maggianos             pfchangs           tgifridayspins   chilis   qdobamexgrill
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
@PinLeague #SMSSummit                                954-505-8008


  Honda Jumped to An Early Lead
                   Automotive Brands on Pinterest –Followers in September
     6,000
                                                                                                      5,384
                5,044
     5,000

     4,000                                "Pintermission:” A 24-hour break from
     3,000
                                             Pinterest to visit places or buy products
                                             they've pinned about (with $500 cash)
     2,000

     1,000                                                                                            1,545
                312                                                              And Jeep?
            0

           honda            volkswagen              porsche            peugeotpanama   officialmini    jeep
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
@PinLeague #SMSSummit   954-505-8008




Source: http://facebook.com/jeep
@PinLeague #SMSSummit                      954-505-8008


  23k Likes later…

                                                                           >1,000 Pinterest
                                                                           followers in 2 days

                                                                           Growth tripled
                                                                           from 35 to 110 /wk

Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
@PinLeague #SMSSummit   954-505-8008



Step 4: Measure and Adjust




   http://PinLeague.com
MAXIMIZING

ROI
@PinLeague #SMSSummit   954-505-8008



The Most Common Reason for
NOT Investing in Pinterest…

       “I can’t justify the
 ROI vs. Facebook or Twitter
 where we have more followers.”
@PinLeague #SMSSummit                      954-505-8008



   The Marginal Cost of Growth on
   Pinterest is Lower then Facebook

        $0.01 – 0.40                                                             $0.50 – 2.50


                           So, the issue must be critical mass
Source: PinLeague data, http://www.emediavitals.com/content/price-facebook-fan
@PinLeague #SMSSummit     954-505-8008



              Energizing Your Base is the
             Fastest Path to Critical Mass.



                   16k                                    471k
                followers
                                                                     2.1M
                                                          fans    subscribers

*Twitter and e-mail available now, facebook coming soon
@PinLeague #SMSSummit            954-505-8008


Most Companies use a single Blast;
this is a Flawed Approach

                600k on             “Yay!”
   2.1 M        Pinterest
  E-mails
                  1.5M              “Don’t SPAM
                 Not on
                                     Me!”
                Pinterest
@PinLeague #SMSSummit        954-505-8008


But Each User is Unique;
Speak Their Language!

                600k on
   2.1 M        Pinterest
  E-mails
                                      800k
                  1.5M              Facebook
                 Not on
                                      300k
                Pinterest            Twitter
@PinLeague #SMSSummit          954-505-8008




                        2-3x growth rate
                           afterwards
@PinLeague #SMSSummit          954-505-8008


Case Study: PinMail + Online Retail

      60k                        +$11k / mo
  Users Targeted                  on Pinterest

     $1,800                       +12k Pins
      spend                           by users

    Weekly                            +2,500
   email sends                        followers
@PinLeague #SMSSummit           954-505-8008


2nd Fastest Path to Critical Mass:
Influencer Recruitment

                                    Simple Tip:

                                  Engage followers
                                   who haven’t yet
                                  pinned from your
                                   site with great
                                       content
@PinLeague #SMSSummit   954-505-8008



THE REAL KEY TO PINTEREST
ROI: THE DATA
@PinLeague #SMSSummit          954-505-8008



Pinterest Data In Action…
                              Applications
Content Analysis    • SEO
                    • Content Strategy
                    • Product Testing
Influencer & Fan    • Build Influencer Network
Identification      • Expand Affiliate Network
Competitive         • Merchandising
Intelligence        • Track Campaign Effectiveness
                    • Recruit Competitors’ Customers
@PinLeague #SMSSummit   954-505-8008



How Can I Help?
       First Name + Email
       (954) 505-8008

  @danielpmaloney
  danny@pinleague.com

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SMSS: Establishing Your Brand and Maximizing ROI on Pinterest - PinLeague

  • 1. Establishing Your Brand & Maximizing ROI on Daniel Maloney, CEO & Co-founder @PinLeague @danielpmaloney #SMSSummit
  • 2. @PinLeague #SMSSummit 954-505-8008 This Presentation is Interactive
  • 3. @PinLeague #SMSSummit 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
  • 4. @PinLeague #SMSSummit 954-505-8008 Thank You! Here’s A Gift First Name + Email (954) 505-8008
  • 5. @PinLeague #SMSSummit 954-505-8008 PinLeague makes Pinterest Marketing Easy 1. Mobilize Fan Base 2.Attract New Customers 3. Analytics & Insights
  • 6. @PinLeague #SMSSummit 954-505-8008 Data is at our Core Analytics & Insights Rich Social Data Each Day… Audience Engine >30 million Users >70 million Pins Social + Email
  • 7. WHAT IS (AND ISN’T)
  • 8. @PinLeague #SMSSummit 954-505-8008 Fastest to 10 Million Monthly Users; now >30 Million 12/2012 Source: http://compete.com
  • 9. @PinLeague #SMSSummit 954-505-8008 “It’s ADDICTIVE!” Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
  • 10. @PinLeague #SMSSummit 954-505-8008 It’s NOT Conversational 175 Repins per Comment Source: PinLeague data, based on a sample size of 3.3 million pins
  • 11. It’s NOT about Status Updates 5-25 minutes 5-25 mins 5-25 minutes 80 minutes 80 minutes > 1 week 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
  • 12. @PinLeague #SMSSummit 954-505-8008 Pinterest is an Online Pinboard
  • 13. @PinLeague #SMSSummit 954-505-8008 Pinterest makes …Life events …Home Projects …Shopping …Gifting …Education …Self-identity Social.
  • 14. @PinLeague #SMSSummit 954-505-8008 Pinterest makes Discovery & Planning Social.
  • 15. @PinLeague #SMSSummit 954-505-8008 Fundamental Difference What I’m doing Who I am Who I WANT TO BE
  • 16. @PinLeague #SMSSummit 954-505-8008 It’s Brand and Product Inclusive
  • 17. @PinLeague #SMSSummit 954-505-8008 More Referrals Per User, More Revenue Per Referral $179 Ratio: 14.0 Average Order Value Referral Share to from Social Referrals User Share 14x $69 $80 12.5x 1.0 1.1 Twitter Facebook Pinterest Twitter Facebook Pinterest Source: http://blog.eloqua.com/pinterest-social-media-marketing/; http://activ8social.com/2012/09/25/pinterests-power-infographic/
  • 19. @PinLeague #SMSSummit 954-505-8008 How Does Pinterest Factor into Your Social Media Mix? Not Yet Pinning Have Started Pinning Growing Quickly Pinterest = #1 Social Site
  • 20. @PinLeague #SMSSummit 954-505-8008 Will You Invest in Pinterest in 2013? No. Yes- Same as Today Yes- More Than Today
  • 21. @PinLeague #SMSSummit 954-505-8008 Pinterest 600 Top 1,500 Brands on Pinterest 530 Adoption is Growing 450 403 312 300 Our Estimate: 150 101 124 90% 0 83 penetration Q1 Q2 Q3 in 2013 Have Profile Have 1,000+ Followers Source: PinLeague research
  • 22. @PinLeague #SMSSummit 954-505-8008 Early Brand “Winners” Emerging Women’s Magazine Brands: Conde Nast, Hearst, Meredith Brand Followers Harper’s Bazaar 4,573,654 Good News: Better Homes & Gardens 298,772 Pinterest has started to Seventeen 175,344 promote early adopters Marie Claire 168,979 Country Living 178,246 Lucky Magazine 83,7554 Bad News: 3 brands >25,000 This window of 8 brands >10,000 opportunity will close 17 brands <10,000 Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  • 23. @PinLeague #SMSSummit 954-505-8008 80 / 20 80% of focus spent on Company profile / boards 80% of buzz and revenue from USER pins
  • 24. @PinLeague #SMSSummit 954-505-8008 Step 1: Know Your Audience What is being shared / said about your brand? Who is doing the sharing / talking?
  • 25. @PinLeague #SMSSummit 954-505-8008 Get A Free Analytics Dashboard at PinLeague.com
  • 26. @PinLeague #SMSSummit 954-505-8008 See Who’s Pinning About You, What They’re Pinning
  • 27. @PinLeague #SMSSummit 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
  • 28. @PinLeague #SMSSummit 954-505-8008 Cover Photos are Critical Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709
  • 29. @PinLeague #SMSSummit 954-505-8008 Step 3: Engage Your Fan Base Integration Contests & Charity Cross-Platform
  • 30. @PinLeague #SMSSummit 954-505-8008 Contests Draw Short-Term Attention Restaurant Chains on Pinterest –Followers in September 4,000 3,819 3,434 3,000 Then, flatlined again Jumped to #2 with 2,000 “Pin it to Win It” 1,720 contest on their blog 1,000 0 421 panerabread maggianos pfchangs tgifridayspins chilis qdobamexgrill Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  • 31. @PinLeague #SMSSummit 954-505-8008 Honda Jumped to An Early Lead Automotive Brands on Pinterest –Followers in September 6,000 5,384 5,044 5,000 4,000 "Pintermission:” A 24-hour break from 3,000 Pinterest to visit places or buy products they've pinned about (with $500 cash) 2,000 1,000 1,545 312 And Jeep? 0 honda volkswagen porsche peugeotpanama officialmini jeep Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  • 32. @PinLeague #SMSSummit 954-505-8008 Source: http://facebook.com/jeep
  • 33. @PinLeague #SMSSummit 954-505-8008 23k Likes later… >1,000 Pinterest followers in 2 days Growth tripled from 35 to 110 /wk Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
  • 34. @PinLeague #SMSSummit 954-505-8008 Step 4: Measure and Adjust http://PinLeague.com
  • 36. @PinLeague #SMSSummit 954-505-8008 The Most Common Reason for NOT Investing in Pinterest… “I can’t justify the ROI vs. Facebook or Twitter where we have more followers.”
  • 37. @PinLeague #SMSSummit 954-505-8008 The Marginal Cost of Growth on Pinterest is Lower then Facebook $0.01 – 0.40 $0.50 – 2.50 So, the issue must be critical mass Source: PinLeague data, http://www.emediavitals.com/content/price-facebook-fan
  • 38. @PinLeague #SMSSummit 954-505-8008 Energizing Your Base is the Fastest Path to Critical Mass. 16k 471k followers 2.1M fans subscribers *Twitter and e-mail available now, facebook coming soon
  • 39. @PinLeague #SMSSummit 954-505-8008 Most Companies use a single Blast; this is a Flawed Approach 600k on “Yay!” 2.1 M Pinterest E-mails 1.5M “Don’t SPAM Not on Me!” Pinterest
  • 40. @PinLeague #SMSSummit 954-505-8008 But Each User is Unique; Speak Their Language! 600k on 2.1 M Pinterest E-mails 800k 1.5M Facebook Not on 300k Pinterest Twitter
  • 41. @PinLeague #SMSSummit 954-505-8008 2-3x growth rate afterwards
  • 42. @PinLeague #SMSSummit 954-505-8008 Case Study: PinMail + Online Retail 60k +$11k / mo Users Targeted on Pinterest $1,800 +12k Pins spend by users Weekly +2,500 email sends followers
  • 43. @PinLeague #SMSSummit 954-505-8008 2nd Fastest Path to Critical Mass: Influencer Recruitment Simple Tip: Engage followers who haven’t yet pinned from your site with great content
  • 44. @PinLeague #SMSSummit 954-505-8008 THE REAL KEY TO PINTEREST ROI: THE DATA
  • 45. @PinLeague #SMSSummit 954-505-8008 Pinterest Data In Action… Applications Content Analysis • SEO • Content Strategy • Product Testing Influencer & Fan • Build Influencer Network Identification • Expand Affiliate Network Competitive • Merchandising Intelligence • Track Campaign Effectiveness • Recruit Competitors’ Customers
  • 46. @PinLeague #SMSSummit 954-505-8008 How Can I Help? First Name + Email (954) 505-8008 @danielpmaloney danny@pinleague.com

Notas del editor

  1. SynopsisPinterest is the fastest growing social network of all time, and possibly the single largest untapped opportunity for internet marketers today. While some have dived into the Pinterest ecosystem, many are taking a &quot;wait and see&quot; approach. In this session, Daniel Maloney, CEO &amp; Co-Founder of PinLeague.com, will explain why he and his clients have dived into Pinterest- and why you might regret it if you don&apos;t do so soon. Topics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks
  2. opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks
  3. opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks
  4. opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks
  5. 81% of respondents indicate post by friends directly influence purchase; 78% for posts by companiesMaya: 42% of users more likely to share negative experiences because of social mediaNew slide % of Pinterest users who liked a brand (58% fb), (42% fb) mentioned a brand in status update, share a link, video or story about a brand (41% fb)92% of users MORE LIKELY to talk about a brand after becoming a fan of itGrow  Engage  Monetize
  6. Pinterest users spend more money ($179.36, on average) on products seen on the social platform than do Twitter ($68.78) or Facebook ($68.78) users.
  7. -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  8. -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  9. -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  10. -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  11. -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  12. -Get up the learning curve early-Be there to capitalize on the growth (new users = most active followers)-
  13. opics covered will include: Why Pinterest is great for brands (beyond the obvious)Fundamental differences between Pinterest and other prominent social networksA sure fire recipe to get 1,000 targeted followers in 30 Days, and Advanced tactics used by  GetPinterestFollowers.com  to reach 500k followers in just 10 weeks