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This document was used during a webinar by Pinfluencer. We covered Best Practices for Contests and Sweepstakes in Pinterest, as well as some important data about Pinterest itself. To view a video recording of the webinar, visit:
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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?