Pinterest and Instagram for 2013 REALTOR Conference and Expo
Pinterest and Instagram - Data Driven Actionable Insights
description
Transcript of Pinterest and Instagram - Data Driven Actionable Insights
THE COMPLETE MARKETING SUITE FOR VISUAL NETWORKS
SMX Social Media Las Vegas, Nov 21, 2013
Sharad Verma CEO/Co-founder, Piqora @heysharad on Twitter
Self Selected
not Social-Visual Streams
Web Pages
Consumer Shift: Text Web Visual Web
The Visual Web
Social Networks
E-Commerce Networks Fancy
Wanelo Houzz
Niche Visual Networks
Mobile Photo Networks
Vs.
• Interest Graph
• Public
• Highly Viral
• Organic
• Evergreen Content
• Inter-Connected
• Social Graph
• Closed
• Not-Viral
• Brand Driven
• Ephemeral Content
• Personal Relationships
VISUAL NETWORKS VS. FACEBOOK
70M+ Users
30M+ MAUs
$0.78 Rev/Pin
$169 AOV
90% Organic pinning
150M+ Users
16B+ Photos
1B+ Likes
257+ mins/month
225M Monthly visits
118M+ Blogs
53B+ Posts
80M+ Posts per day
91%+ Of Reblogged/Blogs
18 Mins/visit
VISUAL NETWORKS: SIZE & ENGAGEMENT
PINTEREST IS THE GOOGLE OF VISUAL WEB
10 Repins
On average a Pinterest Pin generated more than 10 Repins
On average a Pinterest Pin generated more than 78 cents in sales. This is up by 25% from Q4 ‘12
78 ¢ in Sales
On average a pin drove 2 Visits & 6 Pageviews 2 Visits
& 6 Pageviews *Study of sample customers since Feb, 2012
-50%
0%
50%
100%
150%
200%
250%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Study of a sample of retailers – 3 months before and after rich pins launch in May, 2013
82% JUMP IN REPINS FOR RICH PIN BRANDS
INCREASE IN REPIN/PIN
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
0 100 200 300 400 500 600 700
Perc
en
tag
e
# of days since original post
% visits % pageviews
50% OF VISITS HAPPEN AFTER 3.5 MONTHS OF FIRST PINNING
Visit Half life = 3.5 months
CUMULATIVE VISITS/PAGEVIEWS FROM SITE’S OLDEST PINS
50% OF THE ORDERS HAPPEN AFTER 2.5 MONTHS OF PINNING
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
0 100 200 300 400 500 600 700
Perc
en
tag
e
# of days since original post
% orders % revenue
Order Half life = 2.5 months
CUMULATIVE REVENUE/ORDERS FROM SITE’S OLDEST PINS
HOW TO OPTIMIZE YOUR WEBSITE FOR PINTEREST?
Implement Pin-It button on your
website
On-hover Pin-it Button
Merchandize Trending Pins
Pin-it Above the Fold
Ask visitors to follow you on Pinterest
Implement Rich Pins
Handle out-of-stock gracefully
Pin-it button on
your mobile site
A LARGE JEWELRY BRAND GENERATED 34% OF ORDERS THROUGH BOARD PINS
How did they do it?
Kept their boards fresh with in-stock products
Added a healthy mix of product pins that lead to their product pages
Used good pin descriptions to drive SEO
HOW TO OPTIMIZE YOUR PROFILE ON PINTEREST?
Pin often through out the day
Keep your boards fresh with
new pins
Full Pin Descriptions
Create new Boards
Convert Site Pinners into Followers by engaging with their content
Pin your most clicked Pins
Make sure pins point to the product page
Use keywords
from GA to select Board Topics
TOP 5 Recommendations
VISUALLY MERCHANDIZE YOUR
WEBSITE WITH TRENDING PINS
Immersive, Discovery Experience
Provide a visual discovery experience around highly relevant and socially
trending products
01
CONNECT WITH PINNERS VIA EMAIL
02
3000 Pins
16% Higher CTR
67% Higher Open
Rate
PICK THE BEST TIME TO PIN
03
0
100000
200000
300000
400000
500000
600000
Pinners and Repinners engaged in different /me intervals for Home Decor
# of Repinners
# of Pinners
BUILD YOUR COMMUNITY VIA
SELECTIVE, SEASONAL AND AUTHENTIC
CONTESTS
04
1,400 Participants
3.34 Pins Per
participant
6,000+ Pins
& Repins
475K Potential
Reach
2 Million Potential
Impressions
Per Promotion Average Stats
PRODUCT PINS TURN PINNERS INTO
SHOPPERS
05
Higher CTR
Higher Visitbility
Search Visibility
Price Alerts
A STUDY OF 150,000 INSTAGRAM POSTS FROM 200 BRANDS
What is the role of hashtags in post discoverability?
How do likes correlate with hashtags?
How are brands hashtagging the posts?
What opportunities exist?
How many posts are brands doing daily?
# of Hashtags
% o
f Lik
es
0%
5%
10%
15%
20%
25%
30%
35%
0 1 2 3 4 5 6-10 10-30
LIKES SEEM TO INCREASE WITH # OF HASHTAGS
Hashtags amplify context, discoverability & social engagement
% LIKES PER 100 POSTS
Lower confidence due to sparse data after 8 hashtags
HASHTAG USAGE IS UPSIDE DOWN: MISSED OPPORTUNITIES
of posts have no hashtags
of posts have <3 hashtags
~30% ~65%
# of Hashtags
% o
f Po
sts
HASHTAG USAGE FREQUENCY
0%
5%
10%
15%
20%
25%
30%
35%
0 1 2 3 4 5 6-10 10-20 20-30
% Frequency
>7 HASHTAGS MIGHT SEEM SPAMMY AND DIMINISH LIKES
0%
5%
10%
15%
20%
25%
0 1 2 3 4 5 6 7 8 9
Lower confidence due to sparse data after 8 hashtags
% LIKES PER 100 POSTS IN DIFF NUM_HASTAGS
# of Hashtags
% o
f Lik
es
>100% jump in # of likes even from just 2 to 3 Hashtags
ROI OF INCREMENTAL HASHTAGS
0%
20%
40%
60%
80%
100%
120%
0 to 1 1 to 2 2 to 3 3 to 4 4 to 5
% o
f Inc
rea
se in
Lik
es
# of Hashtags
% INCREASE IN LIKES WITH EACH NEW HASHTAG
MASTERY ON VISUAL NETWORKS
Post often
Use Hashtags
Identify your
Influencers
Run Contests & Sweepstakes
Run email marketing campaigns
Re-publish UGC content
Measure ROI
Turn your Advocates
into Followers
RESOURCES
www.piqora.com/resources blog.piqora.com businessblog.pinterest.com @piqora on twiCer Kelly @Tribe2point0 (Pinterest Expert)
Thank You