Social shoppers are on the lookout for brands they can relate to, that are empathetic and are able to adapt quickly. Beyond looking for ways to stay connected and entertained, they are also looking for personalized and streamlined shopping experiences. Is your brand capturing their attention? Or are you being ghosted between discovery and checkout? It’s time to embrace the new normal: think beyond ads and influencer campaigns, and focus on creating content that inspires and experiences that spark action. Understanding how social shopping behavior is evolving, Joelle Irvine shares strategies and actionable tactics to engage your audience from discovery to purchase, using examples and tools from Instagram and Pinterest. - Presented at #SMWONE 2020 Sign up to Joelle's newsletter for monthly insights on content, SEO, social media and eCommerce: https://joelleirvine.com/newsletter-sign-up/

1. #SMWONE @joelleirvine
Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com
From Discovery
to Checkout:
Don’t Let Them Leave You on Read

2. #SMWONE @joelleirvine
LAST
SUMMER…
#SMWONE @joelleirvineImage source: @crystalinmarie on Instagram

3. #SMWONE @joelleirvine
INSTA
SHOPPING
#SMWONE @joelleirvineImage source: @crystalinmarie on Instagram

4. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Aritzia and Pinterest
FROM DISCOVERY
TO CHECKOUT

5. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Aritzia & Pinterest
THE SHOPPER JOURNEY
67% of users find visual search easier
than text or voice queries – Elaboratum
Improve Discovery
Simplify Path to Purchase
Personalize experience
Reduce Friction

6. #SMWONE @joelleirvine
CONSUMER
INSIGHTS
- for personalized experiences -

7. INSTAGRAM SHOPPERS
#SMWONE @joelleirvineSource: Project Instagram by Ipsos, Nov. 2018

8. WHY PINTEREST?
#SMWONE @joelleirvine
LRW, US, Inspired Shopping on Pinterest among
weekly Pinners and non-Pinners, Jan 2020
more likely to click through
to a retailers site after
visiting Pinterest, than after
visiting other social media.
3x
Weekly Pinners are
367 monthly active users on Pinterest

9. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
IMPULSE BUYING
say Pinterest inspires them to
shop when they aren’t actually
looking for anything.72%
Source: GfK, Path to purchase study, Nov. 2018.

10. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
BACK TO THE FUTURE
#SMWONE @joelleirvineSource: Pinterest Internal Data, Global, Feb. 1 – May 3, 2020

11. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
INSTANT
GRATIFICATION
#SMWONE @joelleirvineSource: GlobalWebIndex Custom Research, Apr. 22-27, 2020
The importance of same- or next-day delivery by income group
Income
Group:

12. #SMWONE @joelleirvine
SHOPPER
EXPERIENCE

13. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @piprobins on Instagram
BEING REAL

14. #SMWONE @joelleirvine#SMWONE @joelleirvine
BUILDING ANTICIPATION
Image source: @piprobins & @mattcrump on Instagram

15. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @elenamontreal
EMBRACING COMMUNITY
A Tight-Knit
(But Socially Distanced)
Community Cookbook
– By Elena & Friends

16. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @rayban on Instagram & TikTok
LEVERAGING TIKTOK

17. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @adidas on Instagram
ON & OFFLINE EXPERIENCES

18. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @bonappetitmag on Instagram
EXPERIENCES IRL

19. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @mileycyrus & @adidas on Instagram
CONVERSATIONS LIVE OR NOT
Bright Minded
Instagram show where
Miley Cyrus shared fun
and positive content
with her viewers.
The Huddle
A weekly series by
Adidas that brings sport
and culture together
through conversation.

20. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Adidas & Instagram
ENHANCE WITH AR
Adidas & Instagram

21. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Pinterest
INSPIRATION & THE FUTURE

22. VISIBILITY FOR LESSER
KNOWN BRANDS
of all Pinterest searches
are non-branded.1
97% 70%of weekly Pinners discover
new products on Pinterest.2
Source: 1. Pinterest internal data 2017; 2. GfK, Path to purchase study, Nov. 2018. #SMWONE @joelleirvine

23. #SMWONE @joelleirvine
CONTENT
STRATEGY

24. #SMWONE @joelleirvine
CONTENT
STRATEGY
Where to start?
1. Understand your audience
2. Set clear goals (overall and per post)
3. Add value for your audience
4. Be open, honest & transparent
5. Be on brand
6. Consistent style, varied content
7. Think more lifestyle, less salesy!
#SMWONE @joelleirvine

25. #SMWONE @joelleirvine
CONTENT
STRATEGY
Where to start?
1. Understand your audience
2. Set clear goals (overall and per post)
3. Add value for your audience
4. Be open, honest & transparent
5. Be on brand
6. Consistent style, varied content
7. Think more lifestyle, less salesy!
#SMWONE @joelleirvine#SMWONE @joelleirvine

26. #SMWONE @joelleirvine
CONTENT
STRATEGY
Where to start?
1. Understand your audience
2. Set clear goals (overall and per post)
3. Add value for your audience
4. Be open, honest & transparent
5. Be on brand
6. Consistent style, varied content
7. Think more lifestyle, less salesy!
#SMWONE @joelleirvine

27. #SMWONE @joelleirvine
CONTENT
STRATEGY
Where to start?
1. Understand your audience
2. Set clear goals (overall and per post)
3. Add value for your audience
4. Be open, honest & transparent
5. Be on brand
6. Consistent style, varied content
7. Think more lifestyle, less salesy!
#SMWONE @joelleirvine

28. #SMWONE @joelleirvine
“It’s important to think about the feeling and
the way that you want consumers to be receptive
to your products or services. And oftentimes
visually inspiring someone to do that really
evokes emotion in a way that doesn’t with just
text or voice.”
– Amy Vener, Head of Retail Strategy & Marketing at Pinterest
Source: business.pinterest.com

29. #SMWONE @joelleirvine
CONTENT
STRATEGY
Where to start?
1. Understand your audience
2. Set clear goals (overall and per post)
3. Add value for your audience
4. Be open, honest & transparent
5. Be on brand
6. Consistent style, varied content
7. Think more lifestyle, less salesy!
#SMWONE @joelleirvine

30. #SMWONE @joelleirvine
CONTENT
STRATEGY
Where to start?
1. Understand your audience
2. Set clear goals (overall and per post)
3. Add value for your audience
4. Be open, honest & transparent
5. Be on brand
6. Consistent style, varied content
7. Think more lifestyle, less salesy!
#SMWONE @joelleirvine

31. #SMWONE @joelleirvine
CONTENT
STRATEGY
Where to start?
1. Understand your audience
2. Set clear goals (overall and per post)
3. Add value for your audience
4. Be open, honest & transparent
5. Be on brand
6. Consistent style, varied content
7. Think more lifestyle, less salesy!
#SMWONE @joelleirvine

32. #SMWONE @joelleirvine
WHAT’S
NEW?

33. #SMWONE @joelleirvineImage source: @instagramforbusiness and @piprobins
SUPPORT STICKERS
#SMWONE @joelleirvine

34. #SMWONE @joelleirvineImage source: Search Engine Journal #SMWONE @joelleirvine
ENCOURAGING POSITIVITY

35. #SMWONE @joelleirvineImage source: Facebook #SMWONE @joelleirvine
INSTAGRAM SHOPS

36. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Shopify
PINTEREST & SHOPIFY

37. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Pinterest
PINTEREST TRY ON

38. #SMWONE @joelleirvineImage source: Pinterest
NEW WAYS TO SHOP ON PINTEREST
#SMWONE @joelleirvine
Shop Style GuideShop similar from Pin

39. #SMWONE @joelleirvineImage source: Pinterest
SHOPPING SPOTLIGHTS BY PINTEREST
#SMWONE @joelleirvine

40. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Pinterest
PINTEREST CREATORS

41. #SMWONE @joelleirvine
LET’S GET
TECHNICAL
- and reduce friction -

42. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: @tastemade on Pinterest
VIDEO ON PINTEREST
Videos on Pinterest should be:
1. Evergreen
2. Published consistently to build an audience
3. Vertical
4. 45 sec. to 3 min log
5. Published 2 to 3 months in advance for
holiday content

43. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
CREATE
AR FILTERS
FOR INSTAGRAM

44. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
AR FOR ECOMM
#SMWONE @joelleirvineImage source: indigo9ditial.com

45. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
SPARK AR
#SMWONE @joelleirvineImage source: SparkAR

46. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
TUTORIALS & TEMPLATES

47. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
OPTIMIZE FOR
VISUAL SEARCH
(& INSTAGRAM SHOPS 🎱)

48. #SMWONE @joelleirvine
USER EXPECTATIONS
ARE GROWING
Source: ViSenze, 2018
of millennials would like to
be able to search by image
62% of millennials would like to
be able to click to purchase
directly from content.
58%

49. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
PINTEREST LENS
#SMWONE @joelleirvine
🙌
Image source: Pinterest

50. #SMWONE @joelleirvine
VISUAL SEARCH
ISN’T PERFECT
Auto-select the
wrong focal point
Categorize people
instead of products
Display items that
are out of stock
#SMWONE @joelleirvine

51. #SMWONE @joelleirvine
SYNC DATA WITH
PLATFORMS
Instagram Shopping ‘Shop by brand’ on Pinterest
#SMWONE @joelleirvineImage source: @everlane & @adidas

52. #SMWONE @joelleirvine
ENABLE RICH PINS
Pinterest Rich Pin
Image source: Pinterest
Rich Pins in Pinterest feedPinterest feed w/o Rich Pins
#SMWONE @joelleirvine

53. #SMWONE @joelleirvine
STANDARD IMAGE
OPTIMIZATION
Image Search Visual Search
• Image size
• Responsiveness
• File names
• Keywords
• Alt tags
• Title tags
• Meta descriptions
• Captions
• URLs
#SMWONE @joelleirvineImage source: Pinterest

54. #SMWONE @joelleirvine
IMAGES
SHOULD BE
CLUTTER FREE
#SMWONE @joelleirvine

55. #SMWONE @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
#SMWONE @joelleirvine
GET
VERIFIED

56. #SMWONE @joelleirvine
ON INSTAGRAM
Image source: Instagram Business
TIPS ON BEING NOTABLE:
1. Drive earned media through outreach
2. Get a knowledge graph for your brand
3. Connect all of your channels
#SMWONE @joelleirvine

57. #SMWONE @joelleirvine
GET VERIFIED
Image source: Instagram Business
1
TIPS ON BEING NOTABLE:
1. Drive earned media through outreach
2. Get a knowledge graph for your brand
3. Connect all of your channels
#SMWONE @joelleirvine

58. #SMWONE @joelleirvine
GET VERIFIED
Image source: Google Search
2
#SMWONE @joelleirvine
Knowledge Panel
TIPS ON BEING NOTABLE:
1. Drive earned media through outreach
2. Get a knowledge graph for your brand
3. Connect all of your channels

59. #SMWONE @joelleirvine
GET VERIFIED
Image source: Unsplash
TIPS ON BEING NOTABLE:
1. Drive earned media through outreach
2. Get a knowledge graph for your brand
3. Connect all of your channels
3
#SMWONE @joelleirvine

60. #SMWONE @joelleirvine
…ON PINTEREST
Image source: Pinterest Business
TIPS ON BEING NOTABLE:
1. Drive earned media through outreach
2. Get a knowledge graph for your brand
3. Connect all of your channels
#SMWONE @joelleirvine

61. #SMWONE @joelleirvine
VERIFIED MERCHANTS
ON PINTEREST
Image source: Pinterest #SMWONE @joelleirvine

62. #SMWONE @joelleirvine
THE
RECAP

63. #SMWONE @joelleirvine#SMWONE @joelleirvineImage source: Aritzia & Pinterest
THE PINTEREST SHOPPER JOURNEY
67% of users find visual search easier
than text or voice queries – Elaboratum
Improve Discovery
Simplify Path to Purchase
Personalize experience
Reduce Friction

64. #SMWONE @joelleirvine
THANK YOU
Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com

65. #SMWONE @joelleirvine
BONUS
RESOURCES!

66. #SMWONE @joelleirvine
INSTAGRAM RESOURCES
#SMWONE @joelleirvine
https://business.instagram.com/blog/instagram-covid19-directory/
https://www.facebook.com/business/news/insights/how-instagram-boosts-brands-and-drives-sales
https://www.facebook.com/business/instagram/shopping/guide

67. #SMWONE @joelleirvine
PINTEREST RESOURCES
#SMWONE @joelleirvine
https://business.instagram.com/blog/instagram-covid19-directory/
https://newsroom.pinterest.com/
https://business.pinterest.com/en/blog
https://business.pinterest.com/en/verified-merchant-program

68. #SMWONE @joelleirvine
GOOGLE TRENDS
#SMWONE @joelleirvine
https://trends.google.com/trends/

69. #SMWONE @joelleirvine
RISING RETAIL CATEGORIES
#SMWONE @joelleirvine
https://www.thinkwithgoogle.com/marketing-resources/search-insights-
category-trends-and-opportunities/

70. #SMWONE @joelleirvine
ANSWER THE PUBLIC
#SMWONE @joelleirvine
https://answerthepublic.com/

71. #SMWONE @joelleirvine
GLOBALWEBINDEX
#SMWONE @joelleirvine
https://www.globalwebindex.com/coronavirus
https://app.globalwebindex.com/

72. #SMWONE @joelleirvine
RIVALIQ
#SMWONE @joelleirvine
https://www.rivaliq.com/blog/coronavirus-on-social-media-engagement-for-brands/

73. #SMWONE @joelleirvine
SPROUT SOCIAL INSIGHTS
#SMWONE @joelleirvine
https://sproutsocial.com/insights/

74. #SMWONE @joelleirvine
BUZZSUMO
BuzzSumo is one of my
favorite tools. Great for
researching content and
monitoring your brand
mentions, backlinks and
engagement.
#SMWONE @joelleirvine
🙌
https://buzzsumo.com/

75. #SMWONE @joelleirvine
GOOGLE VERIFICATION
#SMWONE @joelleirvinehttps://www.blog.google/products/search/get-verified-manage-your-presence-google/