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Pinterest Promotions
Best Practices Webinar
“It’s my top priority to
 ensure you drive real
 business results from
 your Pinterest
 Marketing initiatives.”

    Alex Littlewood
       Head of Customer Success


     Facebook.com/pinfluencer

     @Pinfluencers

     @Pinfluencer    #PFWebinar
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
Audience Poll #1 & 2
Pinterest. Who Cares?
Social is Constantly Evolving



 Users               Users                Users
   Life Ledger        Now!                Aspiration
 Brands              Brands               Brands
   Engagement         News                Uncover
   Brand Building     Support              Purchase Intent
                       Feedback            Social ROI



     92% trust recommendations from friends & family
      above all else when making purchase decisions.
                                      Source: Nielsen April 2012
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
Some Important Data About

          These are BIG spenders




                              < 17   18-24 25-34 35-44 45-54 55-64       65+

• 79% Users are Women        • Pinners are Predominantly 25-54
• Women control 80%+ of US
  Consumer Spending

                                                             Source: ComScore, Fast Company
Some Important Data About

Click traffic from Pinterest
Average Page views / visit
                               7.0          4.1         2.7
          AOV
  (Average Order Value)
                               $169     $95             $71


                   1,000M
 User Base                        % of            11%
By Network                       Socially
           550M                  Driven
                                Shopping
                                Sessions                86%

   25M
                                                              Source: Rich Relevance
Audience Poll #3 & 4
Common Mistakes & Challenges
Common Mistakes & Challenges

1. Lack of defined goals and objectives
2. Poor user experience and weak prizing
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
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
Developing a Promotions Strategy
Pinterest Promotions Strategy

1. Identify Biz Objectives & Define Success
2. Optimize Content
3. Promote, Promote, Promote
4. Test Best Practices. Iterate and improve!
Identify Biz Objectives & Define Success

    Retailers             Publishers &               Brands
                             Media




•   Website Traffic       • Website Traffic    •   Awareness
•   Conversion            • Pin/Re-pin rates   •   Engagement
•   + Transaction Value   • Viral Reach        •   Viral Reach
•   Store Traffic                              •   Trial
                              Grow Followers   •   Retail sales
                              & Engagement
Optimize Content and Messaging

People are on Pinterest to:
                              Top Categories
   Discover                   on Pinterest:
   Share                        Home
                                 Arts & Crafts
   Remember                     Fashion & Style
                                 Food
                                 Inspiration & Educ.
Think like your audience.        Holiday & Seasonal
                                 Humor
                                 Products
                                 Travel
                                 Kids
Optimize Content and Messaging

                        Weddings
                        Great Prize
                        Clear CTA’s
                        Good UI
Promote!

 Social                  Email            Other Digital
                                                          Ads




             Offline                   Website        Press



     Print
                           Broadcast

              In-Store
Promote!
Pinterest Promotions Best Practices
Best Practices

1. Combine Contest & Sweeps elements

          Contests                       Sweepstakes
 • Entries judged                   • Winners awarded at random
 • Winners awarded on merit         • Entry rates ~ 25%
 • High quality submissions         • Lower avg submission quality
 • Ability to leverage “celebrity   • Can provide many chances for
   judges”                            participants to win
 • Entry rates ~ 1-5%               • Must provide alternate form
 • Some chance of self-defeating      of entry
   thought preventing entry
 • Time consuming to manage
Best Practices

2. More chances to win = higher entry rate
Best Practices

3. Picking the right promotion type


       Board Creation
Best Practices

3. Picking the right promotion type


   Re-pin from Board(s)
Best Practices

3. Picking the right promotion type


      Pin from Website
Best Practices

3. Picking the right promotion type


      Scavenger Hunt
Best Practices

3. Picking the right promotion type


      Re-Pin Pin to Win
Best Practices

3. Picking the right promotion type


        Follow Us &
       Follower Goal
Best Practices

3. Picking the right promotion type


          Ongoing
     Pinner of the week
Best Practices

4. Simple UX & Clear Creative

                         
Best Practices

4. Simple UX & Clear Creative

                       
Best Practices

4. Simple UX & Clear Creative


                     
Best Practices

5. Legal/T&C’s only enforceable with “opt-in”
Best Practices

6. Test and Optimize different contest Pins
Best Practices

7. Comment/Like on participants pins during event
Best Practices

8. Best Ways to Cross Promote with FB
                     Host on
                     Custom
                   Page (Tab)




                           Facebook
                                 Ads



             Frequent
             Posts
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
Pinfluencer – Our Technology
Discovery Marketing and Analytics Suite
Discovery Marketing and Analytics Suite
Analytics




            KPI’s & Trends
Analytics

            Boards


                     Pins
Analytics

            Advocates

                   Influencers
Promotions Tools
Customer Support

Strategic               Training            Tech Support
Insights
• Pinterest Expertise   • Pinfluencer       • Account
• Pinterest Data          Features &          Administration
  & Analytics             Functionality     • Data
• Whitepapers           • Best Practices      Management
• Webinars              • Whitepapers       • Whitepapers
• Case Studies          • Webinars



        300+ Clients            10 Million+ Pinners
        2,000+ Brands           30 Million + Pins
Brands and Retailers use Pinfluencer
Publishers, Media, and Agencies use Pinfluencer
Questions?
THANK YOU!
Sign up for a 60-day Trial
            @
  www.Pinfluencer.com

   For a Demo contact
  Kris@Pinfluencer.com

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Pinterest promotions best practices webinar

  • 2. “It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.” Alex Littlewood Head of Customer Success Facebook.com/pinfluencer @Pinfluencers @Pinfluencer #PFWebinar
  • 3. 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
  • 6. Social is Constantly Evolving Users Users Users  Life Ledger  Now!  Aspiration Brands Brands Brands  Engagement  News  Uncover  Brand Building  Support Purchase Intent  Feedback  Social ROI 92% trust recommendations from friends & family above all else when making purchase decisions. Source: Nielsen April 2012
  • 7. 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
  • 8. Some Important Data About These are BIG spenders < 17 18-24 25-34 35-44 45-54 55-64 65+ • 79% Users are Women • Pinners are Predominantly 25-54 • Women control 80%+ of US Consumer Spending Source: ComScore, Fast Company
  • 9. Some Important Data About Click traffic from Pinterest Average Page views / visit 7.0 4.1 2.7 AOV (Average Order Value) $169 $95 $71 1,000M User Base % of 11% By Network Socially 550M Driven Shopping Sessions 86% 25M Source: Rich Relevance
  • 11. Common Mistakes & Challenges
  • 12. Common Mistakes & Challenges 1. Lack of defined goals and objectives 2. Poor user experience and weak prizing
  • 13. 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
  • 14. 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
  • 16. Pinterest Promotions Strategy 1. Identify Biz Objectives & Define Success 2. Optimize Content 3. Promote, Promote, Promote 4. Test Best Practices. Iterate and improve!
  • 17. Identify Biz Objectives & Define Success Retailers Publishers & Brands Media • Website Traffic • Website Traffic • Awareness • Conversion • Pin/Re-pin rates • Engagement • + Transaction Value • Viral Reach • Viral Reach • Store Traffic • Trial Grow Followers • Retail sales & Engagement
  • 18. Optimize Content and Messaging People are on Pinterest to: Top Categories  Discover on Pinterest:  Share  Home  Arts & Crafts  Remember  Fashion & Style  Food  Inspiration & Educ. Think like your audience.  Holiday & Seasonal  Humor  Products  Travel  Kids
  • 19. Optimize Content and Messaging  Weddings  Great Prize  Clear CTA’s  Good UI
  • 20. Promote! Social Email Other Digital Ads Offline Website Press Print Broadcast In-Store
  • 23. Best Practices 1. Combine Contest & Sweeps elements Contests Sweepstakes • Entries judged • Winners awarded at random • Winners awarded on merit • Entry rates ~ 25% • High quality submissions • Lower avg submission quality • Ability to leverage “celebrity • Can provide many chances for judges” participants to win • Entry rates ~ 1-5% • Must provide alternate form • Some chance of self-defeating of entry thought preventing entry • Time consuming to manage
  • 24. Best Practices 2. More chances to win = higher entry rate
  • 25. Best Practices 3. Picking the right promotion type Board Creation
  • 26. Best Practices 3. Picking the right promotion type Re-pin from Board(s)
  • 27. Best Practices 3. Picking the right promotion type Pin from Website
  • 28. Best Practices 3. Picking the right promotion type Scavenger Hunt
  • 29. Best Practices 3. Picking the right promotion type Re-Pin Pin to Win
  • 30. Best Practices 3. Picking the right promotion type Follow Us & Follower Goal
  • 31. Best Practices 3. Picking the right promotion type Ongoing Pinner of the week
  • 32. Best Practices 4. Simple UX & Clear Creative 
  • 33. Best Practices 4. Simple UX & Clear Creative 
  • 34. Best Practices 4. Simple UX & Clear Creative 
  • 35. Best Practices 5. Legal/T&C’s only enforceable with “opt-in”
  • 36. Best Practices 6. Test and Optimize different contest Pins
  • 37. Best Practices 7. Comment/Like on participants pins during event
  • 38. Best Practices 8. Best Ways to Cross Promote with FB Host on Custom Page (Tab) Facebook Ads Frequent Posts
  • 39. 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
  • 40. Pinfluencer – Our Technology
  • 41. Discovery Marketing and Analytics Suite
  • 42. Discovery Marketing and Analytics Suite
  • 43. Analytics KPI’s & Trends
  • 44. Analytics Boards Pins
  • 45. Analytics Advocates Influencers
  • 47. Customer Support Strategic Training Tech Support Insights • Pinterest Expertise • Pinfluencer • Account • Pinterest Data Features & Administration & Analytics Functionality • Data • Whitepapers • Best Practices Management • Webinars • Whitepapers • Whitepapers • Case Studies • Webinars 300+ Clients 10 Million+ Pinners 2,000+ Brands 30 Million + Pins
  • 48. Brands and Retailers use Pinfluencer
  • 49. Publishers, Media, and Agencies use Pinfluencer
  • 51. THANK YOU! Sign up for a 60-day Trial @ www.Pinfluencer.com For a Demo contact Kris@Pinfluencer.com

Hinweis der Redaktion

  1. Alex Littlewood – Head of Customer SuccessI’ve been a marketing strategist in many capacities, going on 10 yearsMy #1 priority is clients finding success with Pinterest as a part of their larger Social Media, Marketing, and general business strategies.Please keep in touch with us by fanning and following, and for todays webinar use #PFwebinar, which will be monitored during the webinar by our CEO SharadVerma
  2. Questions about “What should I do, and what helps increase participation”
  3. “Questions like How do I boost enrty rates”5 chances to win $1,000… $5k in prizesEven better…. 1x $5k, and 40x $100
  4. Great for high engagement and long tail
  5. Great for lots of pins and viral reach
  6. Great for generating web traffic
  7. Great for web traffic and high quality engagement and boards
  8. Great for quick easy, high participation and viral reach for a targeted product, easy to get a “like” from this
  9. Great for follower growth
  10. Great for follower growth
  11. 3 steps…. With pinfluencer9 steps without
  12. 3 steps…. With pinfluencer9 steps without
  13. 3 steps…. With pinfluencer9 steps without
  14. Only answer to legal question we can give
  15. Stand out in the Feed
  16. Great engagement, show followers you care, and boost entry rates
  17. Things to post about: - Regular reminders, new pins, daily winners