pin down a winning pr strategy
TRANSCRIPT
WH
AT
ISP
INTER
EST?
Average Time on Site 7 hours Average
Time on Site90
minutes
Great for Engaging with your fans
Great for Attracting your fans and researching
targets.
Source: comScore
Viewed as a Destination
Viewed as a Conversation
Viewed as a Sharing Platform
Limited Depth of Content
Viewed as a Starting Point
Viewed as a Collection
Viewed as Inspiration Platform
Unlimited Depth of Content
TH
EN
EWR
EALITY
29% of Pinterest
users
71% of Pinterest
Users
Source: comScore, Pinterest, Pew Internet
13% of male
Internet users
42% of female
Internet users
64% make >$50K
75% are non-urban
70M Active Users
PIN
TEREST
ISA
GR
OW
ING
PLA
TFOR
MFO
RM
EN
Source: comScore, Pinterest, Pew Internet
33%new signups
50%non-US signups
73%year over year
More men read Pinterest each month than Sports Illustrated and GQ Combined
PIN
SH
AV
EIM
MEN
SEV
ALU
EA
ND
PO
TENTIA
L
Source: Picora
The average pins drives two visits and six page views
The average pin is worth 78 cents in sales
The average pin receives 11 repins
½ of visits occur 3 months later
½ orders occur 2 months
The average pin is 100x more viral than a
Tweet.
BEFO
RE
YO
UG
ETW
OR
RIED
AB
OU
TG
OIN
GO
UT
OF
BIZ…
Don’t worry…you aren’t going out of business any
time soon…
PEO
PLE
USE
PIN
TEREST
TOF
IND
PR
OD
UC
TS47% of online shoppers have made a purchase based on a Pinterest recommendation
$179
Source: SearchEngineJournal.com, Gigya.com
Pinterest grabs 41% of e-com social sharing (FB = 37%)
$80 $69
27% more revenue/click
400% more revenue/click
INTR
OD
UC
ING
THE
PIN
TEREST
SM
AR
TF
EEDBased on Three Key Premises
Different sources of pins mixed up at different rates…
INTR
OD
UC
ING
THE
PIN
TEREST
SM
AR
TF
EEDBased on Three Key Premises
Some pins should be shown now, while some are shown later
INTR
OD
UC
ING
THE
PIN
TEREST
SM
AR
TF
EEDBased on Three Key Premises
Pins have different value based on source and topic
SO
WH
AT
DO
EST
HIS
MEA
NT
OY
OU
?Great Content = Increased Visibility
Easy to Understand
Visual
Keyword Rich
Descriptive Text
Leads to Popular Web
Site
High Volume of Pin and
Like Activity
REC
OG
NIZE
THE
TR
AFFIC
PO
TENTIA
L
Second highest social media referral
channel.
Only Pinterest and Facebook have experienced solid growth
as a referral in the last four years.
TR
END
SPO
TTING
INYO
UR
PIN
TEREST
FEED
Barn Wedding Anyone?Mason Jar Mania...Wishing I Sold Rain Barrels...
DISC
OV
ERIN
GC
O-O
PTED
CO
NTEN
TID
EAS
Smith Family Reunion
Seneca High Senior Prom
Birthday Party Ideas
Morristown VFD Fundraiser
SBMU Conference Fun
Five New Content
Variation Ideas
PIN
TEREST
SER
VES
AU
NIQ
UE
RESEA
RC
HP
UR
PO
SE
Who are they connected to?What is their life like?
Who are they interested in?What news do they follow?
What strikes their fancy?
What are their interests, their obsessions and the things they dig deep into?
* Pinterest is the only place where it is not obnoxious to obsess.
DIG
DEEP
INTO
THE
INTER
ESTSO
FY
OU
RT
AR
GET
“Lazy” Exercises
Morning Workouts
Running
Fitness PitchLong Messy Hairstyles
Eyeliner Styles
Nail Polish & Designs
Hair & MakeupInterpersonal Relationships
Shoe DIY Art DIY Style
Random
DIG
DEEP
INTO
THE
INTER
ESTSO
FY
OU
RT
AR
GET
Classic Spanish
Classic Cabs
Taltras
Cars
ApiariesBackyard Chickens
Vertical Gardening
Urban FarmsBeards &
MustachesShoe DIY
Art
Tiny Homes &
Treehouses
Random
PIN
TEREST’S
SEC
RET
BO
AR
DS
AS
PR
TO
OLS
Keep a secret list of articles and sources
Store ideas for an upcoming event or outreach
Make quotes, images and links available internally
Collectively strategize for a potential client
PIN
TEREST
SEC
RET
BO
AR
DS
INA
CTIO
NEvent Planning...Outreach Ideas...Take Advantage of Secret Boards
USE
PIN
TEREST
TOT
ELLY
OU
RS
TOR
Y
Let your story connect with other stories to make it stronger
Share their stories to better connect with customers
Use customer stories as a launch point for sales
PA
YING
TO
PP
INN
ERS
FOR
EX
PO
SUR
EContent CreationOriginal Posts, Recipes, Tutorials, Images, etc...
AmplificationRepins and pins of created content by network members
CurationTake advantage of existing credibility
AgentsYes...they have agents
LET’S
LO
OK
AT
SO
ME
PER
FOR
MA
NC
ED
ATA
Repins are StrongAverage organic pin is repinned 11x, paid outperforms
No Cost ImpressionsOnly pay for clicks(30% increase in earned media on average)
Latent Impact Still ShowsAverage of 5% increase in earned media in month after campaign
CONTACT ME: [email protected]
Social Media Strategy & Implementation | Web AnalyticsIn House & Web Based Training