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Pinterest Promotions Best Practices Webinar
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Alex LittlewoodHead of Customer Success
“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.”
Facebook.com/pinfluencer
@Pinfluencer#Pinfluencer
@Pinfluencers
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What We’ll Cover Today
1. Why Pinterest?
2. Promotions Strategy
3. Creating a Great User Flow• Real Examples
4. Top Ways to Drive Traffic (from Facebook)
5. Hosting a Promotion
6. Latest Announcement from Pinterest
7. Questions
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Audience Poll #1 & 2
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Why Pinterest?
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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
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Pinterest is Purchase Intent & Influence
Users Life Ledger
Brands EngagementBrand Building
Users Now!
Brands NewsSupportFeedback
Users Aspiration
BrandsUncover
Purchase IntentSocial ROI
92% trust recommendations from friends & family above all else when making purchase decisions.
Source: Nielsen April 2012
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Users Are Big Spenders
• 79% Users are Women• Women control 80%+ of US
Consumer Spending
• Pinners are Predominantly 25-54
Source: ComScore, Fast Company
< 17 18-24 25-34 35-44 45-54 55-64 65+
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2.5X AOV (Average Order Value)
$180 $80 $69
86%
11%
25M
550M
1,000MUser BaseBy Network % of
Socially Driven
Shopping Sessions
Source: Comscore, Rich Relevance
Drives e-Commerce Shopping
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Audience Poll #3 & 4
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Pinterest Promotions Strategy
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Pinterest Promotions Strategy
1. Identify Biz Objectives & Define Success
2. Optimize Content
3. Promote, Promote, Promote
4. Test Best Practices. Iterate and improve!
“An ounce of planning is worth a pound of doing!”
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User Experience
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Asking a bit too much
1. Create a recipe with our product
2. Create a board on Pinterest
3. Repin this image
4. Repin our product
5. Use 2 #Hashtags –
#FreshExpress #BlendRecipes
6. Visit our Website
7. Submit the URL to your board
8. Follow brand on Pinterest
All for a $1 coupon
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Manually Tracking Eligibility
• How much time does it take to sort
through Contest/Sweepstakes
entries to confirm eligibility?
• How much does that cost your
organization? Is it worth it?
Work Smarter, Not Harder.
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K.I.S.S.
Require 2 of the following:
• Follow the brand
• Pin X Pins from Website
• Pin X Pins from Boards
• Create a board
• Repin this image
• Hashtags #
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Create a Board
• Pro’s• User will curate it with 5+ images
• Pinner might build on it
• Easy for brand to observe
• Con’s• It’s a barrier to entry
• Likely to be deleted after promotion
• Is a Board Necessary?• If you’re asking for a range of
complimentary pins that need to be
“curated together”
• If your theme is so unique it’s unlikely
the pinner already has a board to pin to.
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Follow The Brand
• Pro’s• Grow follower base for future reach
• Low barrier to entry
• Good for showing the bosses
• Con’s• Users may get confused between follow
brand and follow board Which of these follows the brand, and which follows the board?
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RePin From Boards
• Pro’s• You can pre-curate good content that you
know drive virality, clicks, and conversions
• Low barrier to entry
• Keeps pinners in Pinterest
• Con’s• Users may just “go through the motions”
• Less creativity from pinner
• Less variety
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Pin from Website
• Pro’s• Website Traffic
• Pinners will browse extensively
• Pinners might buy
• Con’s• People might get lost, distracted,
and forget
• Getting people in and out of social
channels can cause drop-off
• When to do this• Need to learn more about the
content that inspires people
• Asking for highly curated boards
• For “scavenger hunt” themes
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Hashtags
• Pro’s• Might grab some peoples attention
and raise awareness of promo
• If Pinterest search improves, it may
help with search
• Con’s• People always typo or simply forget
• Barrier to entry
• Cannot follow or search, so it
doesn’t help with discovery
• Legacy practice with little purpose
• Recommendation• If you’re set on it, use hashtags in
product descriptions
#Pinyourwaytotheuk
#Pamperspinparty
#Kiehl’s
#levanal
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User Generated Pins / Content
• Pro’s• Very high engagement value
• Insightful
• Crowdsourcing
• Con’s• It’s a very high barrier to entry
• Quality will be questionable
• Significantly reduces entry rate
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Daily Entries
• Pro’s• High frequency of engagement
• Drives viral reach and impressions
• Con’s• It’s a high barrier to entry
• Can be very manual to manage, even
with a technology provider
Daily Winners?
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Drive Traffic
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Promote!
Social Email Other Digital
Website
Ads
PressOffline
PrintBroadcast
In-Store
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Facebook “Takeover”
• Cover Photo “Takeover”
• Page/Tab Tile Image
• Sweeps Hosted on Tab
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Effective Posting Strategy
• Pinned posts
• Milestone Posts
• Frequent, but fresh
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FB Ad Strategy + Pinfluencer Data
• Target Pinterest Users
• Influential Pinners
• Engaged Pinners
• Followers
• Competitors Followers
• Optimize ad units
• Marketplace Ads
• Sponsored Stories
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Optimize Pins for Feed, Test, and Require Re-Pin of Promotion Pin
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Hosting a Pinterest Promotion
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How We Help
• Avoid Clunky & Long User
Experience
• T&C’s Opt-in
• Self-Serve user
Eligibility Queries
• Email collection & Opt-in
• Host via:
• FB Tab
• Landing Page
• Your Website
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Painless Tracking and Management
• Auto-Magically
Confirm Eligibility
• Deep Content
Insights
Work Smarter, Not Harder.
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What We NeedTo Get You Live
• Image 475px x 600px
• T&C’s
Live in 72 Hours
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Pinfluencer – Our Technology
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Marketing and Analytics Suite for Pinterest
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Discovery Marketing and Analytics Suite
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Analytics
KPI’s & Trends
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Analytics
Boards
Pins
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Analytics
Advocates
Influencers
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Promotions Tools
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300+ Clients 2,000+ Brands
10 Million+ Pinners30 Million + Pins
Strategic Insights
• Pinterest Expertise• Pinterest Data
& Analytics• Whitepapers• Webinars• Case Studies
Training
• Pinfluencer Features & Functionality
• Best Practices• Whitepapers• Webinars
Tech Support
• Account Administration
• Data Management
• Whitepapers
Customer Support
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Brands and Retailers use Pinfluencer
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Publishers, Media, and Agencies use Pinfluencer
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Recent Pinterest Announcement
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Merchant Pages Announcement
Pinterest is demonstrating that they’re
serious about providing value for brands!
1. Business accounts with verified websites
2. New legal terms
3. Promotions Do’s & Don’ts
4. Website widgets – Latest Pins
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Questions About This
1. Will my profile be affected?
2. Will I lose any Pinterest functionality?
3. Will my analytics data from Pinfluencer
be affected?
4. Can I sell directly through Pinterest now?
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Questions?