Establishing Your Brand and Maximizing ROI on Pinterest - presented at Digital Summit Dallas 2012

Establishing Your Brand
& Maximizing ROI on

Daniel Maloney, CEO & Co-founder

@PinLeague @danielpmaloney #ddsummit

@PinLeague #ddsum12 954-505-8008

This Presentation is
Interactive


What do YOU want to discuss?

1. What Pinterest is (and isn’t)
2. Building Your Brand on Pinterest
3. Maximizing Pinterest ROI


Thank You!
Here’s A Gift

First Name + Email
(954) 505-8008


PinLeague makes
Pinterest Marketing
Easy

1. Mobilize Fan Base
2.Attract New Customers
3. Analytics & Insights


Data is at our Core

Analytics & Insights
Content, Influencers, Competitors
Pinterest Data
Each Day… Audience Engine
Find Your Target Audience
15 million Pins
3 million Profiles
PinMail
Socially powered E-mail

WHAT

IS
(AND ISN’T)


Fastest to 10 Million Monthly Users;
now ~27 Million

10/2012

Source: http://compete.com


“It’s ADDICTIVE!”

Source: http://info.rjmetrics.com/blog/bid/52877/Pinterest-Data-Analysis-An-Inside-Look


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


Pinterest is an Online Pinboard


What have YOU
used pinboards for?


Pinterest makes
…Life events
…Home Projects
…Shopping
…Gifting
…Education
…Self-identity
Social.


Pinterest makes

Discovery &
Planning
Social.


Fundamental Difference
What I’m doing

Who I am

Who I WANT TO BE


It’s Brand and Product Inclusive


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/


How Does Pinterest Factor
into Your Social Media Mix?
Not Yet Pinning
Have Started Pinning
Growing Quickly
Pinterest = #1 Social Site


Will You Invest in
Pinterest in 2013?
No.

Yes- Same as Today

Yes- More Than Today


Pinterest 600
Top 1,500 Brands on Pinterest

530
Adoption
is Growing 450 403
312
300

Our Estimate:
124
90% 150
83 101

penetration 0

in 2013 March June September
Have Profile Have 1,000+ Followers
Source: PinLeague research


Early Brand “Winners” Emerging
Women’s Magazine Brands: Conde Nast, Hearst, Meredith
Brand Followers
Harper’s Bazaar 5,645,247 Good News:
Better Homes & Gardens 205,853 Pinterest has started to
Seventeen 95,213 promote early adopters
Marie Claire 92,839
Country Living 73,424
Lucky Magazine 58,791
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


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

80% of buzz and revenue from USER pins


Step 1: Know Your Audience

What is being shared / said
about your brand?
Who is doing the sharing /
talking?


Get A Free Analytics Dashboard
at PinLeague.com


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


Cover Photos are Critical

Source: http://mashable.com/2012/05/29/pinterest-eye-tracking-study/#view_as_one_page-gallery_box5709


Step 3: Engage Your Fan Base
Integration Contests & Charity

Cross-Platform


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

1,000

0 421

panerabread maggianos pfchangs tgifridayspins chilis qdobamexgrill


…But Require Ongoing Promotion
Results
• 1,100 followers in 3 days
• Growth slowed down again
substantially

Over 3 months: $0.41 / follower


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
Pinterest to visit places or buy products
3,000
they've pinned about (with $500 cash)
2,000

1,000 1,545
312 And Jeep?
0
honda volkswagen porsche peugeotpanama officialmini jeep


Source: http://facebook.com/jeep


23k Likes later…

>1,000 Pinterest
followers in 2 days

Growth tripled
from 35 to 110 /wk



Step 4: Measure and Adjust

http://PinLeague.com


The Most Common Reason for
NOT Investing in Pinterest…

“I can’t justify the ROI vs.
investing in Facebook or Twitter,
where we have more followers.”


The Marginal Cost of Growth on
Pinterest is Lower then Facebook

$0.01 – 0.50 $0.25 – 1.27

So, the issue must be critical mass
Source: http://www.emediavitals.com/content/price-facebook-fan


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


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


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


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


2nd Fastest Path to Critical Mass:
Influencer Recruitment

Not 1 of OldNavy’s
20 most influential
followers have
pinned from
oldnavy.gap.com


Finally, Leverage Pinterest Data
Elsewhere
Potential Applications
Content Analysis • SEO
• Product Testing
Influencer & Fan • Build Influencer Network for all
Identification Ad Campaigns
• HR / Recruiting Tool
Competitive • Merchandising
Intelligence • Track Campaign Effectiveness
• Recruit Competitors’ Customers


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

@danielpmaloney
danny@pinleague.com

Establishing Your Brand and Maximizing ROI on Pinterest - presented at Digital Summit Dallas 2012

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Establishing Your Brand and Maximizing ROI on Pinterest - presented at Digital Summit Dallas 2012