© 2012 adobe systems incorporated. all rights reserved. adobe confidential. michaela strand |...

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Michaela Strand | 11/13/12 Channel Report: Pinterest


Agenda

Overview

What is it? Why does it matter?

How Brands should use Pinterest

Examples

New Features

Looking ahead

Future of e-commerce?

Legal Concerns

2


Pinterest | An Overview

Virtual Pinboard

Highly Visual

Users are 79% female

Content categories: food & drink recipes, arts & crafts, home décor, visual art and design, fashion etc.

Android, iOS and iPad apps

What’s the opportunity for brands?

Drive deeper brand connections and evangelism

Draw traffic to brand-building content

Increase site traffic & sales

3


Why it matters | Pinterest by the numbers

4

Growing Fast

20MM Users today

Pinterest debuted on ComScore’s 50 most visited sites in September 2012 with 25.3MM monthly visitors

Huge driver of referral traffic

Fourth largest driver of traffic to other websites, beating out Yahoo, Bing and Twitter

E-commerce Opportunity

Users spend an average of $169 per order on a referral from Pinterest


How do you make $$ on Pinterest?

Pinterest has not defined a revenue generating model yet

No ads

No API

Pinbooster, first ad platform to pay users to re-pin brand content

Similar to a pay-per-tweet model

Pinfluencer, a new Pinterest ROI and Pin-to-Purchase tracking system

Integrates with Omniture, Coremetrics and Google Analytics

5


How should brands use Pinterest?

Whole Foods uses Pinterest just like any other user...

Pins relate to Whole Foods’ core values:

Natural, sustainable, organic etc.

Content does not necessarily point back to the grocer’s website

A large portion of the content is culled from blogs or third-party websites

Bloggers serve as ‘Contributors’ on certain boards

Examples: #WhyAustin board, Go Go Gadgets

6


Do’s & Don’ts

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Be overly promotional Re-create your entire

product catalog Affix price tags to your

pins* Forget your website

Be aspirational and inspirational Create subtle and creative

boards that cover a wide range of topics

Be visual Use high quality images

DO DON’T


*Price Tags | The jury is still out…

8

When you affix a price tag to a pin, it gets automatically added to a feed called ‘Gifts’, which allows users to browse pins based on price-range

Considering that 70% of users come to Pinterest to “get inspiration on what to buy”, this may not be a bad idea after all

More follow-up studies are needed to dive into this question further


Just because you aren’t a retailer….

…doesn’t’ mean you shouldn’t be on Pinterest too!

Content is still king

GE

The Wall Street Journal

Major League Baseball

Random House Books

Mashable

Southwest Airlines

IBM

9


Common Marketing Tactics

10

Re-Pin to Win

Submit board URL via email or Comments

Ask users to name board or use specific hashtags

Examples:

Sephora Color Wash Sweepstakes

Better Homes & Gardens

Woobox Facebook tab applications

Free

Duplicative


What we can do | Run a Sweepstakes

11

Capabilities Feature one board or an entire account Feature most popular pins or most recent Re-Pin buttons

Customer Examples Hyatt ‘Win Free Time’ Sweepstakes Kohl’s Narciso Rodriguez Sweepstakes

Lackluster performance Too many steps Directing users off Facebook


Kotex | Personalized Gifts

What:

Kotex selected 50 influential Pinterest users and sent them customized gift baskets filled with goodies and new Kotex designs based on their unique style and taste on Pinterest. To redeem their gifts, the women had to pin a photo of their gift basket.

Result:

2,284 Interactions and nearly 700,000 impressions. Women also posted to Twitter & Instagram

12


Honda | Pintermission

13

What:

Honda gave $500 to 5 active Pinners, asking them to take a day off from the site and treat themselves to the things they’d been pinning about. In return, Honda asked that they share images from their short break on the Honda Pinterest Page.

Result:

Mixed. Earned Honda some positive brand impressions on #PinChat and received lots of media coverage & PR.

Gained 531 new Followers, 300 Re-Pins

Why?

Playful, inventive use of the platform

No ties to ROI


Grey Goose | Hotel Noir Cross-Channel Campaign

14

What:

Told seductive six-chapter story promoting their latest brand of vodka, Cherry Noir, through Pinterest and Instagram. Targeted 25-34 year old ‘early adopters’ of new technology.

Commissioned four popular smartphone photographers to take shots for each chapter’s Instagram stream and share the photos with their(250,000 collective) personal followers.

TV and online commercial, heavy usage of hashtags.

Result:

High engagement, increased website traffic

No formal numbers released

Why?

Cross-channel, kept fans coming back for more, highly visual, interactive…..(the list goes on)


New Features | Pinterest Introduces Secret Boards….Finally!

This is great news for brands

Collaboration

Getting approvals

Testing

Facebook tab applications

Things to note:

Can only have 3 Secret Boards at any given time

Invite others to collaborate

If you publish the board, comments will be visible

Once the board is published, it cannot be unpublished

Creator holds all the cards, choose wisely

15


New Features | Business Pages

Enter your company name, instead of first & last name

Website verification – appears with a red checkbox next to it

Still possible for impersonators to verify a similar URL, but a good first step towards eliminating ‘fake’ brand pages

New microsite with business case studies & best practices

Terms of service moving towards a more commercial usage of Pinterest

16


Is Pinterest the future of e-commerce?

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Pin-it Buttons are everywhere Articles, products,

videos

Gucci recently unveiled a ‘Pinnable’ banner ad

Spring Metrics launches Pinterest module for e-commerce Pin a product image in

exchange for an online coupon


Pinterest & e-commerce | Zappos PinPointing

18

What: Zappos introduced a service called

‘PinPointing’, which recommends Zappos products based on Pinterest pins

Note: Don’t necessarily feature Zappos products Recommendations are not always

accurate or helpful No formal partnership between Zappos

and Pinterest

Implications: So far, has not significantly impacted

sales Signals one way Pinterest might try to

monetize in the future


Legal Concerns | What you need to know

19

Brands should only pin content their own or have license to use Best Practices

Pin from the original source or permalink Give credit to the content owner Include a thoughtful pin description

Content owners can block ‘Pinning’ from their website (ex. Flickr)


Thank you, Happy Pinning!

© 2012 adobe systems incorporated. all rights reserved. adobe confidential. michaela strand |...

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