pinterest promotions best practices webinar
DESCRIPTION
This document was used during a webinar by Pinfluencer. We covered Best Practices for Contests and Sweepstakes in Pinterest, as well as some important data about Pinterest itself. To view a video recording of the webinar, visit:TRANSCRIPT
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Pinterest Promotions Best Practices Webinar
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Alex LittlewoodHead of Customer Success
“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.”
Facebook.com/pinfluencer
@Pinfluencer#PFWebinar
@Pinfluencers
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What We’ll Cover Today
1. Pinterest. Who Cares?
2. Common Mistakes & Challenges
3. Developing Strategy
4. Pinterest Promotions Best Practices
5. Pinfluencer – Our Technology
6. Questions
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Audience Poll #1 & 2
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Pinterest. Who Cares?
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Social is Constantly Evolving
Users Life Ledger
Brands EngagementBrand Building
Users Now!
Brands NewsSupportFeedback
Users Aspiration
BrandsUncover
Purchase IntentSocial ROI
92% trust recommendations from friends & family above all else when making purchase decisions.
Source: Nielsen April 2012
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Some Important Data About
• 3rd largest Social Network in the World
• Fastest Growing in History
• 4th largest Website traffic driver in the world, more than: Yahoo Bing Twitter Google ads
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Some Important Data About
These are BIG spenders
• 79% Users are Women• Women control 80%+ of US
Consumer Spending
• Pinners are Predominantly 25-54
Source: ComScore, Fast Company
< 17 18-24 25-34 35-44 45-54 55-64 65+
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Some Important Data About
Click traffic from PinterestAverage Page views / visit
4.17.0 2.7
AOV (Average Order Value)
$169 $95 $71
86%
11%
25M
550M
1,000M
User BaseBy Network
% of Socially Driven
Shopping Sessions
Source: Rich Relevance
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Audience Poll #3 & 4
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Common Mistakes & Challenges
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Common Mistakes & Challenges
1. Lack of defined goals and objectives
2. Poor user experience and weak prizing
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Common Mistakes & Challenges
1. Lack of defined goals and objectives
2. Poor user experience and weak prizing• Content irrelevance
3. Using one image to pin/promote
4. Inadequate promotion to drive traffic
5. Treating like other social channels
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Common Mistakes & Challenges
6. Too few campaigns• Time consuming and resource constrained
7. Lack of executive buy-in & support• Education and ROI case-making
8. Resource intensive• Analytics
• Content Management
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Developing a Promotions Strategy
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Pinterest Promotions Strategy
1. Identify Biz Objectives & Define Success
2. Optimize Content
3. Promote, Promote, Promote
4. Test Best Practices. Iterate and improve!
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Identify Biz Objectives & Define Success
Retailers BrandsPublishers & Media
• Website Traffic• Conversion• + Transaction Value• Store Traffic
• Website Traffic• Pin/Re-pin rates• Viral Reach
• Awareness• Engagement• Viral Reach• Trial• Retail salesGrow Followers
& Engagement
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Optimize Content and Messaging
People are on Pinterest to: Discover
Share
Remember
Think like your audience.
Top Categories on Pinterest:
Home Arts & Crafts Fashion & Style Food Inspiration & Educ. Holiday & Seasonal Humor Products Travel Kids
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Optimize Content and Messaging
Weddings Great Prize Clear CTA’s Good UI
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Promote!
Social Email Other Digital
Website
Ads
PressOffline
PrintBroadcast
In-Store
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Promote!
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Pinterest Promotions Best Practices
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Best Practices
1. Combine Contest & Sweeps elements
Contests
• Entries judged• Winners awarded on merit• High quality submissions• Ability to leverage “celebrity
judges”• Entry rates ~ 1-5%• Some chance of self-defeating
thought preventing entry• Time consuming to manage
Sweepstakes
• Winners awarded at random• Entry rates ~ 25%• Lower avg submission quality• Can provide many chances for
participants to win• Must provide alternate form
of entry
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Best Practices
2. More chances to win = higher entry rate
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Best Practices
3. Picking the right promotion type
Board Creation
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Best Practices
3. Picking the right promotion type
Re-pin from Board(s)
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Best Practices
3. Picking the right promotion type
Pin from Website
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Best Practices
3. Picking the right promotion type
Scavenger Hunt
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Best Practices
3. Picking the right promotion type
Re-Pin Pin to Win
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Best Practices
3. Picking the right promotion type
Follow Us & Follower Goal
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Best Practices
3. Picking the right promotion type
OngoingPinner of the week
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Best Practices
4. Simple UX & Clear Creative
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Best Practices
4. Simple UX & Clear Creative
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Best Practices
4. Simple UX & Clear Creative
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Best Practices
5. Legal/T&C’s only enforceable with “opt-in”
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Best Practices
6. Test and Optimize different contest Pins
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Best Practices
7. Comment/Like on participants pins during event
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Best Practices
8. Best Ways to Cross Promote with FB
Frequent Posts
Host on Custom
Page (Tab)
Facebook Ads
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Best Practices
1. Combine Contest & Sweeps elements
2. More chances to win = higher entry rate
3. Picking the right promotion type
4. Simple user experience & clear creative
5. Legal/T&C’s only enforceable with “opt-in”
6. Test and optimize different contest Pins
7. Comment/Like on participants pins during event
8. Best Ways to Cross Promote with FB
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Pinfluencer – Our Technology
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Discovery Marketing and Analytics Suite
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Discovery Marketing and Analytics Suite
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Analytics
KPI’s & Trends
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Analytics
Boards
Pins
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Analytics
Advocates
Influencers
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Promotions Tools
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300+ Clients 2,000+ Brands
10 Million+ Pinners30 Million + Pins
Strategic Insights
• Pinterest Expertise• Pinterest Data
& Analytics• Whitepapers• Webinars• Case Studies
Training
• Pinfluencer Features & Functionality
• Best Practices• Whitepapers• Webinars
Tech Support
• Account Administration
• Data Management
• Whitepapers
Customer Support
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Brands and Retailers use Pinfluencer
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Publishers, Media, and Agencies use Pinfluencer
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Questions?