© 2012 adobe systems incorporated. all rights reserved. adobe confidential. michaela strand |...
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Michaela Strand | 11/13/12 Channel Report: Pinterest
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Overview
What is it? Why does it matter?
How Brands should use Pinterest
Examples
New Features
Looking ahead
Future of e-commerce?
Legal Concerns
2
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pinterest | An Overview
Virtual Pinboard
Highly Visual
Users are 79% female
Content categories: food & drink recipes, arts & crafts, home décor, visual art and design, fashion etc.
Android, iOS and iPad apps
What’s the opportunity for brands?
Drive deeper brand connections and evangelism
Draw traffic to brand-building content
Increase site traffic & sales
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why it matters | Pinterest by the numbers
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Growing Fast
20MM Users today
Pinterest debuted on ComScore’s 50 most visited sites in September 2012 with 25.3MM monthly visitors
Huge driver of referral traffic
Fourth largest driver of traffic to other websites, beating out Yahoo, Bing and Twitter
E-commerce Opportunity
Users spend an average of $169 per order on a referral from Pinterest
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How do you make $$ on Pinterest?
Pinterest has not defined a revenue generating model yet
No ads
No API
Pinbooster, first ad platform to pay users to re-pin brand content
Similar to a pay-per-tweet model
Pinfluencer, a new Pinterest ROI and Pin-to-Purchase tracking system
Integrates with Omniture, Coremetrics and Google Analytics
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How should brands use Pinterest?
Whole Foods uses Pinterest just like any other user...
Pins relate to Whole Foods’ core values:
Natural, sustainable, organic etc.
Content does not necessarily point back to the grocer’s website
A large portion of the content is culled from blogs or third-party websites
Bloggers serve as ‘Contributors’ on certain boards
Examples: #WhyAustin board, Go Go Gadgets
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Do’s & Don’ts
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Be overly promotional Re-create your entire
product catalog Affix price tags to your
pins* Forget your website
Be aspirational and inspirational Create subtle and creative
boards that cover a wide range of topics
Be visual Use high quality images
DO DON’T
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
*Price Tags | The jury is still out…
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When you affix a price tag to a pin, it gets automatically added to a feed called ‘Gifts’, which allows users to browse pins based on price-range
Considering that 70% of users come to Pinterest to “get inspiration on what to buy”, this may not be a bad idea after all
More follow-up studies are needed to dive into this question further
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Just because you aren’t a retailer….
…doesn’t’ mean you shouldn’t be on Pinterest too!
Content is still king
GE
The Wall Street Journal
Major League Baseball
Random House Books
Mashable
Southwest Airlines
IBM
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Common Marketing Tactics
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Re-Pin to Win
Submit board URL via email or Comments
Ask users to name board or use specific hashtags
Examples:
Sephora Color Wash Sweepstakes
Better Homes & Gardens
Woobox Facebook tab applications
Free
Duplicative
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What we can do | Run a Sweepstakes
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Capabilities Feature one board or an entire account Feature most popular pins or most recent Re-Pin buttons
Customer Examples Hyatt ‘Win Free Time’ Sweepstakes Kohl’s Narciso Rodriguez Sweepstakes
Lackluster performance Too many steps Directing users off Facebook
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Kotex | Personalized Gifts
What:
Kotex selected 50 influential Pinterest users and sent them customized gift baskets filled with goodies and new Kotex designs based on their unique style and taste on Pinterest. To redeem their gifts, the women had to pin a photo of their gift basket.
Result:
2,284 Interactions and nearly 700,000 impressions. Women also posted to Twitter & Instagram
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Honda | Pintermission
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What:
Honda gave $500 to 5 active Pinners, asking them to take a day off from the site and treat themselves to the things they’d been pinning about. In return, Honda asked that they share images from their short break on the Honda Pinterest Page.
Result:
Mixed. Earned Honda some positive brand impressions on #PinChat and received lots of media coverage & PR.
Gained 531 new Followers, 300 Re-Pins
Why?
Playful, inventive use of the platform
No ties to ROI
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Grey Goose | Hotel Noir Cross-Channel Campaign
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What:
Told seductive six-chapter story promoting their latest brand of vodka, Cherry Noir, through Pinterest and Instagram. Targeted 25-34 year old ‘early adopters’ of new technology.
Commissioned four popular smartphone photographers to take shots for each chapter’s Instagram stream and share the photos with their(250,000 collective) personal followers.
TV and online commercial, heavy usage of hashtags.
Result:
High engagement, increased website traffic
No formal numbers released
Why?
Cross-channel, kept fans coming back for more, highly visual, interactive…..(the list goes on)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Features | Pinterest Introduces Secret Boards….Finally!
This is great news for brands
Collaboration
Getting approvals
Testing
Facebook tab applications
Things to note:
Can only have 3 Secret Boards at any given time
Invite others to collaborate
If you publish the board, comments will be visible
Once the board is published, it cannot be unpublished
Creator holds all the cards, choose wisely
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Features | Business Pages
Enter your company name, instead of first & last name
Website verification – appears with a red checkbox next to it
Still possible for impersonators to verify a similar URL, but a good first step towards eliminating ‘fake’ brand pages
New microsite with business case studies & best practices
Terms of service moving towards a more commercial usage of Pinterest
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Is Pinterest the future of e-commerce?
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Pin-it Buttons are everywhere Articles, products,
videos
Gucci recently unveiled a ‘Pinnable’ banner ad
Spring Metrics launches Pinterest module for e-commerce Pin a product image in
exchange for an online coupon
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pinterest & e-commerce | Zappos PinPointing
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What: Zappos introduced a service called
‘PinPointing’, which recommends Zappos products based on Pinterest pins
Note: Don’t necessarily feature Zappos products Recommendations are not always
accurate or helpful No formal partnership between Zappos
and Pinterest
Implications: So far, has not significantly impacted
sales Signals one way Pinterest might try to
monetize in the future
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Legal Concerns | What you need to know
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Brands should only pin content their own or have license to use Best Practices
Pin from the original source or permalink Give credit to the content owner Include a thoughtful pin description
Content owners can block ‘Pinning’ from their website (ex. Flickr)
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Thank you, Happy Pinning!
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.