Leverage Pinterest To Drive Your Revenue Why is Pinterest such a valuable tool for brands? Already the third largest social network, Pinterest is powering e-commerce product discovery at an astonishing rate. Pins are the new hyperlinks and every pin is an opportunity for retailers to convert awareness campaigns into a trackable ROI, where each pin can be worth $1-$2 in revenue. Hear from Pinfluencer Analytics, which currently tracks over 1000 brands, and helps brand strategists take advantage of the Pinterest platform to identify which products resonate with various Pinterest communities, leverage influential brand advocates, and monitor the pin-to-purchase funnel.

1. “Here are the beautiful things that make
me who I am—or who I want to be”
= PURCHASE
@pinfluencers @tansybrook #DSM2012

2. SITUATIONAL
ANALYSIS

3. “Pinterest has solved
the problem of
•Third largest social network - fastest growing ever discovery on the web”
•Supports the move to a “more visual web”
•70% women (huge potential for men and international)
2
Pinterest
Yahoo
Bing
1.5
Twitter
1
Pinterest has beaten out
0.5
Yahoo organic traffic, making
Pinterest the fourth largest
0 traffic driver worldwide
January February March April May June July August
25M Open registration
10M ±20M in August
USERS USERS USERS
source: shareaholic via TechCrunch

4. vs.
However, it’s still far, far
50 behind Google Organic and
direct traffic, as well as
37.5
Facebook referral traffic.
25 Google Organic
Direct
Facebook
Pinterest
12.5 Yahoo
Google Referral
Bing
StumbleUpon
0 Twitter
January February March April May June July August
source: shareaholic via TechCrunch

5. vs.
• Visual based vs. text
• Positive vs. negative Ideal for products
Cousin Joe’s product
• Taste makers & personal network recommendations
• Public so more potential for virality
• People love repinning = (80%) much more likely to repin than to retweet (1.4%)
• Buyers referred from Pinterest are spending 10% more than those arriving from
other SM sites and are 70% likely to buy than a website
“Pinterest traffic 10% likely
to make a purchase than
other social media”
source: Shopify

6. WHY ARE PEOPLE
USING PINTEREST
•Items they aspire to
•Emotionally engaging, looking for inspiration
•Explore outside of current brands consideration set
•Organize data - access to the full web
•Digest large amounts of data very quickly
•Appeals to the collection instinct and self expression at
the same time
This will be mine someday!!!

7. WHY ARE BRANDS
USING PINTEREST
•Great way to capture new customers
•Most successful social media platform for producing revenue
•Building a presence to touch the consumers in new and emotional ways
•Brands and agencies are able to tell stories differently
•Publishers can drive traffic for content
•Pins drive distribution - they multiply on Pinterest via repins
I absolutely love this band, do you know where it's
from by any chance? Thanks!

8. WHAT ARE PINS?
•Your digital mannequins
•Avatar of your product page
•Organic distribution of your product
•Aspirational products driving traffic and
downstream purchases

9. WHAT ARE
BOARDS?
•Tell a story
•Show “lifestyle” context with your products
•Represent the personality (or a personality) of the
curator
•Boards are followed - pins are not

10. +287 Likes
WHO IS BENEFITING 1,477 Repins
THE MOST?
• Verticals benefitting the most: soft goods, online retailers and
ecommerce players
• Groups with good visual content - fashion, travel, home furnishings,
design, consumer electronics, do-it-yourself etc.
• Brands that embody peoples values & desire - fashion, food, etc.
• Event based products -wedding, airlines, baby showers, graduation,
home decorating, etc.
Old men’s dress shirt DIY

11. LEGAL
CONCERNS

12. HOW TO BE SUCCESSFUL ON
PINTEREST $$$

13. PINTEREST
WILD WEST

14. PIN, PINNERS,
BOARDS
+ INFLUENCERS
Goal: Converting
awareness campaigns
into a trackable ROI

15. PINNING “Pins with $$ get 36%
CONTENT more likes”
Add “Pin” icons to encourage
browsers to post content

16. Opportunity for gamification
CONTESTS
•Board creation
•Repin and win
•Puzzles
•Scavenger hunts

17. MAKE CONTENT
THAT IS ENGAGING

18. CONTENT
BASED ON
VALUES

19. PRODUCT
FEEDBACK

20. COMPETITOR
TRACKING

21. ECOMMERCE
ANALYTICS
External Data Integration

22. “Quality, not quantity -
INFLUENCERS
organized & consistent -
new content frequently”
- Dane 2m followers
Not all pinners are created
equal, influencers drive a
disproportionate # of repins

23. Pinfluncer sample (500 brands, in July, with
PIN TO Google Analytics associated with their account)
PURCHASE
CYCLE •On “average” Pinners drove between
Contests 40 cents to $4 in revenue a month
Analytics •On average 1000 Pinners drove
Pin Button between 8 to 65 purchases a month
&Tracking
•An “average” Pinner drove between 4
$$$ and 30 pageviews a month
Boards
RePins Influencers

24. WHY NOW?
•Growing sector
•Can you afford not to consider Pinterest?
•Make your mistakes now
•Impact the development of Pinterest
•The tracking tools are now available

25. THANK YOU!
Contact info:
tansy@pinfluencer.com or follow @tansybrook, @pinfluencers
Visit:
Pinfluencer.com for a free account to view your metrics