Pinterest Promotions Best Practices Webinar

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#PFWebinar

@Pinfluencers

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 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

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

• 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+

Some Important Data About

Click traffic from PinterestAverage Page views / visit

4.17.0 2.7

AOV (Average Order Value)

$169 $95 $71

86%

11%

25M

550M

1,000M

User BaseBy Network

% of Socially Driven

Shopping Sessions

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 BrandsPublishers & Media

• Website Traffic• Conversion• + Transaction Value• Store Traffic

• Website Traffic• Pin/Re-pin rates• Viral Reach

• Awareness• Engagement• Viral Reach• Trial• Retail salesGrow Followers

& Engagement

Optimize Content and Messaging

People are on Pinterest to: Discover

Share

Remember

Think like your audience.

Top Categories on Pinterest:

Home Arts & Crafts Fashion & Style Food Inspiration & Educ. Holiday & Seasonal Humor Products Travel Kids

Optimize Content and Messaging

Weddings Great Prize Clear CTA’s Good UI

Promote!

Social Email Other Digital

Website

Ads

PressOffline

PrintBroadcast

In-Store

Promote!

Pinterest Promotions Best Practices

Best Practices

1. Combine Contest & Sweeps elements

Contests

• Entries judged• Winners awarded on merit• High quality submissions• Ability to leverage “celebrity

judges”• Entry rates ~ 1-5%• Some chance of self-defeating

thought preventing entry• Time consuming to manage

Sweepstakes

• Winners awarded at random• Entry rates ~ 25%• Lower avg submission quality• Can provide many chances for

participants to win• Must provide alternate form

of entry

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

OngoingPinner 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

Frequent Posts

Host on Custom

Page (Tab)

Facebook Ads

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

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

Brands and Retailers use Pinfluencer

Publishers, Media, and Agencies use Pinfluencer

Questions?

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