tailwind: tapping into pinterest form smss boston september 2013
TRANSCRIPT
@TailwindApp #SMSSummit 954-505-8008
1. Analytics & Insights
2. Listening
3. Campaigns
Tailwind makes Pinterest Marketing
Easy
@TailwindApp #SMSSummit 954-505-8008
Trusted by 2,500 brands, 250 agencies
Retail / E-Commerce Brand Marketers Publishers
Agencies
@TailwindApp #SMSSummit 954-505-8008
Data is at Our Core
Rich Social Datapowers multiple
applications
>45 million users>3 billion relationships
>17 billion pins
Analytics & Insights
Listening
Offers
Social + Email
Influencer Recruitment
@TailwindApp #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
@TailwindApp #SMSSummit 954-505-8008
On the Block…
1. 5 Key Things To Know
2. Growing Your Brand on Pinterest
3. Maximizing Pinterest ROI
@TailwindApp #SMSSummit 954-505-8008
1. Pinterest is Aspirational
What I’m doing
Who I am
Who I WANT TO BE
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Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look
3. More Targeted, More Addictive
5-25 mins
4. Content Lives Longer
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
5-25 minutes
80 minutes
> 1 week
5-25 minutes
80 minutes
@TailwindApp #SMSSummit 954-505-8008
5. Rich Pins are the Future
• Improves discovery
• Commercial foundation
• Addresses stale links
http://pinleague.com/make-rich-pins
@TailwindApp #SMSSummit 954-505-8008
More Referrals Per User,
More Revenue Per Referral
Twitter Facebook Pinterest
1.0 1.1
14.0 Ratio: Referral Share to
User Share
14x
12.5x
Source: http://blog.eloqua.com/pinterest-social-media-marketing/; http://activ8social.com/2012/09/25/pinterests-power-infographic/
Twitter Facebook Pinterest
$69 $80
$179Average Order Value from Social Referrals
@TailwindApp #SMSSummit 954-505-8008
Are you using a Pinterest tool to understand your
audience?
I am! I am!
@TailwindApp #SMSSummit 954-505-8008
Step 1: Know Your Audience
What’s being shared about my brand?
What topics interest our audience?
Who is pinning about us?
@TailwindApp #SMSSummit 954-505-8008
Step 2: Curate CONTENT for the User5 things they LOVE +
5 things they have a
hard time finding + 2 things
about you
= Your First 12 Boards
@TailwindApp #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
@TailwindApp #SMSSummit 954-505-8008
The Marginal Cost of Growth on Pinterest is Lower than
Facebook$0.01 –
0.40$0.50 –
2.50
The sooner you move, the higher your ROI will be
Source: PinLeague data, http://www.emediavitals.com/content/price-facebook-fan
@TailwindApp #SMSSummit 954-505-8008
Contests Draw Short-Term Attention
0
1,000
2,000
3,000
4,0003,434
3,819
421
1,720
Restaurant Chains on Pinterest –Followers in September
panerabread maggianos pfchangs tgifridayspins chilisqdobamexgrill
Jumped to #2 with “Pin it to Win It”
contest on their blog
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
Then, flatlined again
@TailwindApp #SMSSummit 954-505-8008
Cross-Platform Promotion is Better
0
1,000
2,000
3,000
4,000
5,000
6,0005,044 5,384
3121,545
Automotive Brands on Pinterest –Followers in September
honda volkswagen porsche peugeotpanama officialmini jeep
And Jeep?
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
@TailwindApp #SMSSummit 954-505-8008
Source: Clarity Pinterest Analytics Dashboard - http://clarity.pinleague.com
>1,000 Pinterest followers in 2 days
Growth tripled from 35 to 110 /wk
23k Likes later…
@TailwindApp #SMSSummit 954-505-8008
16k followers
471k fans
2.1M subscribers
*Twitter and e-mail available now, facebook coming soon
But Don’t Forget Where Your REAL Base Is…
@TailwindApp #SMSSummit 954-505-8008
2.1 ME-mails
Most Companies use a single Blast; this is a Flawed Approach
600k on Pinterest
1.5M Not on
“Yay!”
“Don’t SPAM Me!”
@TailwindApp #SMSSummit 954-505-8008
2.1 ME-mails
But Each User is Unique; Speak Their Language!
600k on Pinterest
1.5M Not on
800k Facebook
300k Twitter
@TailwindApp #SMSSummit 954-505-8008
Retail Case Study: Social + Email
60k Users Targeted
$1,800spend
Weekly email sends
+$11k / mo on Pinterest
+12k Pinsby users
+2,500 followers
@TailwindApp #SMSSummit 954-505-8008
We love burgers.
We pinned content from
chilis.com
We pin about food often = influencer
Tools That Help: Search < Audience Engine < Listening
@TailwindApp #SMSSummit 954-505-8008
Pinterest ROI =
ƒ(Mass, Activation, Conversion)+
Enterprise Insight
@TailwindApp #SMSSummit 954-505-8008
ApplicationsContent Analysis • SEO
• Content Strategy• Product Testing
Influencer & Fan Activation
• Build Influencer Network• Expand Affiliate Network
Competitive Intelligence
•Merchandising• Track Campaign Effectiveness• Recruit Competitors’ Customers
Pinterest Data In Action…
@TailwindApp #SMSSummit 954-505-8008
How Can I Help?First Name + Email
(954) 505-8008@danielpmaloney