Social Fulcrum

Pinterest

As 1 of 4 boutique agencies partnered with Pinterest on Promoted Pins, Social Fulcrum possesses both the ability to grant our clients immediate, unlimited access to the platform, and to get those clients to succeed on this unusual platform.

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Pla$orm  Overview

Pinterest 101 •  You can “pin” anything you find interesting to your

own “board” •  Pins always contain images •  Pins can also contain text in the form of descriptions,

calls to action, hashtags, etc.!•  Boards are organized into themes, categories, topics,

etc. (i.e. Women’s Fashion, Travel, Holidays & Events) •  Pins are populated based on the categories/boards a

user follows, as well as her behavior on the platform (including the pins she repins)

What is Pinterest?

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Pla$orm  Overview Why Promoted Pins?

1.  Very low CPMs 2.  Largely untapped, evergreen audiences 3.  Intent-Based Targeting: based on search, not “fans”

so that we know customers are in market 4.  Pins never expire and repins are free. COCA can

continue to decrease over time as repins live on. 5.  Tons of real estate to show beautiful graphics 6.  Very little competition

Promoted Pins represent a very exciting opportunity for early advertisers on the platform Why?

Cost per Thousand

Impressions

Click-Through Rate Cost per Click

Facebook $9 1.11% $0.79

Pinterest $2 0.30% $0.65A comparison of campaign performance on both platforms for one of our clients (a loan refinancing company)

Pla$orm  Overview How do Promoted Pins work?

•  Promoted Pins are displayed for 3 specific user actions: 1.  As a result related to a user’s search term 2.  On users’ homefeeds according to search history 3.  According to the categories a user views

•  Audiences are built based on user search terms and certain demographic information

•  Unlike Facebook, promoted pins draw from a user’s recent behavior and thus have greater urgency

•  For example, we can focus on people who we know are in market for something like party planning, not people who will be in market some time in the next year

Promoted Pins have more in common with Google AdWords than with Facebook advertising

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Pla$orm  Overview What do Promoted Pins look like?

Desktop Mobile

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Social Fulcrum Process

Our process is systematic, comprehensive, and tested on over 100 clients over 5 years.

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Here’s what it looks like.

Care for a tour?

S e t u p C r e a t i v e A u d i e n c e O p t i m i z a t i o n

A u d i e n c e V i a b i l i t y

Soc ia l Fu lc rum Process

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Setup is essential for tracking who your customers are and what they do at every stage of the purchase process. Here we build landing pages and set up tracking.

We use redundant conversion tracking mechanisms to accurately attribute and track conversions, creative, and audiences.

Benefit:

Learn who does what, when and where,

with accuracy.

Setup

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Unlike Facebook, Pinterest places a much higher premium on tailored creative, which translates into faster, more consistent approvals and down-funnel

conversion. Consequently, we run an initial viability test for best-guess audiences to determine which ones deserve custom creative.

Benefit:

Learn which audiences perform best on

Pinterest and build/test creative with those

audiences in mind.

Aud ience Viab i l i t y

The size and relevance of potential audiences

Broadly relevant, but large in search volume

Highly relevant, but small in search volume

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Creative testing and statistical analysis ensure you are running ads that resonate with your audience and convert them to action.

Crea t i ve Benefit:

Learn the messaging that drives action

KPI:

Cost-per-click

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Our software and testing process synchronize to explore, identify, and optimize audience segments with the highest likelihood of conversion. For Pinterest, that means in-depth

search terms analysis and subsequent segmentation.

Aud ience Opt im iza t ion Benefits:

Lower acquisition costs dramatically

Learn more about your customers

KPI:

COCA

Stages of the customer purchase process Payment

Receipt

Product

Add to Cart

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A Pilot project involves Setup through Audience Optimization. Our recommendation after that point will depend on results.

S e t u p C r e a t i v e A u d i e n c e O p t i m i z a t i o n

A u d i e n c e V i a b i l i t y

4-Phase P in te res t P i lo t P rocess

Soc ia l Fu lc rum

Let’s Do This Send questions to:

ben@socialfulcrum.com

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You’ll be in good company! We are honored to work with some of the most innovative companies in the world.

Quotes from Clients

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“Great team, analytical powerhouse, love the results we’re getting!”

“The insights Social Fulcrum gave us puts them in the highest tier of online marketing savvy. They cut months off our learning curve.”

“Super smart and savvy team and flexible enough to work with emerging startups.”

Eugene Mann Founder, PPL-Labs

Michael Sattler President, Splitzee

Dan Scudder VP, Privy

“Social Fulcrum is effective and sharp. They understand this process and use analytics to make smart decisions and lower acquisition costs.”

Yoel Kelman COO/Co-Founder, ecoVent

“Proven methods that are data driven!”

Ryan Kelly Dir. Of Mktg., Bridj

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Still Scrolling? Meet some of our A-Players and learn where they came from.

C h e m i s t r y

M a n a g e m e n t C o n s u l t i n g O p e r a t i o n s

A d v e r t i s i n g M B A

Here are some more team members! You can stop scrolling now.

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