Webinar v day promotions 1-28-13

- Webinar - Valentines Day Pinterest Promotions

Welcome

Alex Littlewood Head of Customer Success

“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.”

#Pinfluencer

Todays Webinar

•  Why Pinterest? •  3 Keys to Successful Promotions

•  Launching a Promotion this V-day – 3 days •  Pinfluencer: The Pinterest Marketing Suite

•  Questions from Registration •  Live Q&A

Why Pinterest?

Pinterest’s Role in a Social Strategy

People  use  it  to:  

Connect  with  the  people  and  brands  they  care  about.    

Engage  immediately  with  the  people  and  brands  they  need  to.    

Discover  products  and  be  inspired.  To  curate  their  aspira;ons.  

Brands  use  it  for:  

-­‐  Engagement  -­‐  Brand  Building  

-­‐  News  -­‐  Support  -­‐  Feedback  

-­‐  Uncover  purchase  intent  

-­‐  Drive  web  traffic  -­‐  Social  ROI  

92% trust recommendations from friends & family

above all else when making purchase decisions.

Source: Nielsen April 2012

Big, and Getting Bigger 3rd  most  popular  Social  Network  in  the  US    Fastest  Growing    in  History    4th  largest  Website  traffic  driver  in  the  world,  more  than:  ü  Yahoo  ü  Bing  ü  TwiMer  ü  Google  ads  

Pinterest Drives E-commerce

2.5X AOV (Average Order Value)

$180 $80 $69

86%  

11%  

25M

550M

1,000M User Base By Network % of

Socially Driven

Shopping Sessions

Source:  Comscore,  Rich  Relevance    

Valen;ne’s  Day  drove  an  es;mated  $17.6  Billion  in  2012.  

 #3  Spending  holiday  in  the  U.S.  

Valen;ne’s    Day  

Source:  Na;onal  Retail  Federa;on  

Pinterest Promotions for Valentines Day

3 Keys to Successful Promotions

1.  Define Your Objectives 2.  Create a Great User Experience 3.  Promote, Promote, Promote!

1 - De!ne Objectives

ID Biz Objectives & De!ne Success

Retailers Brands Publishers & Media

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

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

•  Awareness •  Engagement •  Viral Reach •  Trial •  Retail sales Grow  Followers    

&  Engagement  

Objectives and Success Metrics

Objec:ve   Measurement(s)   Recommended  Promo  Type(s)  

Grow  Followers   Follower  count/growth   Follow-­‐only  

Viral  Reach  /  Reco’s   Pin  &  Repin  volume  Reach  &  Impressions  

Repin  from  Board  

Awareness   Reach  Impressions  

RePin  a  Pin    

Drive  Site  Traffic   Visits  Page  Views  

RePin  from  Board  

Drive  Sales    

Sales  Conversion   RePin  from  Board  RePin  a  Pin  

Engagement   Pin/Repins  per  Par;cipant   Create  a  Board  

2 - Create a Great User Experience

Create a Great User Experience

Ac:on   Descrip:on   Recommended   Best  Prac:ces  

Follow   Follows  on  Pinterest   Yes   •  Ask  for  this  as  first  ac;on  

Re-­‐Pin  from  Board  

User  directed  to    re-­‐Pin  from    pre-­‐curated  board  

Yes   •  Leverage  Top  Pins  •  40-­‐60  pins  in  board  •  Clearly  name  board  for  promo  

Pin  from  Website  

User  directed  to  website  to  Pin  

Not  usually   •  Narrow  category  •  Op;mize  descrip;ons  for  Pinning,  including  $’s  &  #’s  

Re-­‐Pin  this  Pin   User  directed  to    re-­‐Pin  a  specific  Pin  

Yes   •  Op;mize  for  maximum  visibilty/readability  in  feed  

Create  a  board   User  creates  board  for  the  promo;on  

Depends  upon  theme.  Not  usually  

•  Only  use  if  it  makes  sense  (i.e.  Cura;on  of  things  that  wouldn’t  fit  in  a  pinners  pre-­‐exis;ng  boards)  

Hashtags  #    

User  adds  a  hashtag  to  Pins  

No   •  Align  #’s  with  common  search  terms,  like  #Wedding,  #Kitchen,  or  #Recipe  

•  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

•  Users seem to be a bit more selective about who/how many they follow.

Tip: If asking for multiple actions, ask for the follow, but don’t “require” it for eligibility.

Follow the Brand

•  Pro’s •  You can pre-curate good content that you

know drive virality, clicks, and conversions

•  Low barrier to entry •  Keeps pinners in Pinterest

•  Pinners will Pin to their own boards, which is more meaningful in context

•  Con’s •  Possibly less creativity from pinner

•  Less variety/options for Pinner

Repin from Boards

•  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.

Create a Board

•  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 •  Don’t have a Profile •  Need to learn more about the

content that inspires people •  Asking for highly curated boards

•  For “scavenger hunt” themes

Pin From Website

•  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, and search is weak, so

it doesn’t help with discovery •  Legacy practice with little purpose

•  Recommendation •  If you’re set on it, Pre-populate

hashtags in product descriptions

Hashtags

Don’t   Do  

#MacysVday  #KayValen;nes    

#Vday  #V-­‐day  #Valen;ne  #Valen;nes  #Valen;nesDay  #Jewelery  

•  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

•  How? •  Leverage Pinfluencer Promotions

platform, and ask user to pin their image with a #Hashtag so we can track it.

User Generated Content

3 - Promote!

Promote

Social   Email   Other Digital  

Website

Ads

Press Offline  

Print Broadcast

In-Store

Promote – Consistency

Launching a Promotion in 3-days

•  Strategy Consultation •  Design/Advise on User

Experience •  Configure and Deploy

Our Platform •  T&C’s Opt-in for risk

mitigation •  Email collection & Optin

•  Host via: •  FB Tab •  Landing Page

•  Your Website

How We Help

1.  Landing Page Image 475px x 600px

2.  Official Rules

Live in <72 Hours

What We Need

•  Automatically Calculate Eligibility

•  Deep Content Insights

Work Smarter, Not Harder.

Painless Tracking & Management

e Marketing And Analytics Suite - for -

Pin#uencer

e Marketing and Analytics Suite for Pinterest

Promotions Contests, Sweepstakes, Coupons, Giveaways, Instant Win, and more.

Analytics Pins, Repins, site traffic, sales conversion, competitors and more.

Content Management Schedule Pins, manage Pins across multiple Pinterest accounts.

Audience Data ID Pinners that are Advocates, Engaged, and/or Influential

Promotions Sweeps  

Contests  

Giveaways  

Promotions Eligibility  Tracker  

Content  Analysis  

Analytics

Site  and  Profile  Ac;vity  

Downstream  Conversion  •  Google  Analy;cs  •  Coremetrics  •  Adobe  Site  Catalyst  

(Omniture)  

Analytics

•  Engaged  Pinners  •  Influen;al  

Pinners  •  Advocates  

Analytics

Popular  and  Influen;al  Pins  

Engaging,  Viral,  and  Influen;al  Boards  

Content Management Pin  Scheduler    

Run a V-Day Promotion!

Visit Pinfluencer.com Chat with us Or Contact

Sales@Pinfluencer.com To learn more and get started running promotions

Questions from Webinar Signups Promotion related: 1.  How to do Product Deals and Sales?

2.  Which Promotions get the most engagement? 3.  Which promotions drive the most web traffic?

4.  Are there any rules for promotions in Pinterest? 5.  When running a Promotion, what info should we gather?

6.  Should we create promotion specific boards?

General Pinterest: 1.  What’s the best way to be proactive on Pinterest: liking, following, repinning, etc?

2.  How can we get around our strict legal team, which only lets us pin our images? 3.  What’s the best way to get people interested in my Pinterest profile?

4.  Do I need to start a Pinterest account? 5.  How can non-profits leverage Pinterest?

6.  How do we drive Pinterest traffic to FB?

Questions?

Q&A