Webinar promotions best practices 2 - 11-15-12
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This document summarizes a webinar about best practices for Pinterest promotions. The webinar covers why Pinterest is a good platform for promotions due to its large female user base and ability to drive online shopping. It discusses strategy for Pinterest promotions, including identifying objectives and testing. It also provides tips for creating a good user experience and engagement for promotions. The webinar reviews tools for driving traffic to promotions from Facebook and managing the promotion process. It concludes with an announcement from Pinterest about new merchant pages and questions from the audience.
Webinar promotions best practices 2 - 11-15-12
- 1. Pinterest Promotions Best Practices Webinar
- 2. Its my top priority to ensure you drive real business results from your Pinterest Marketing initiatives. Alex Littlewood Head of Customer Success Facebook.com/pinfluencer @Pinfluencers @Pinfluencer #Pinfluencer
- 3. What Well Cover Today 1. Why Pinterest? 2. Promotions Strategy 3. Creating a Great User Flow Real Examples 4. Top Ways to Drive Traffic (from Facebook) 5. Hosting a Promotion 6. Latest Announcement from Pinterest 7. Questions
- 4. Audience Poll #1 & 2
- 6. 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
- 7. Pinterest is Purchase Intent & Influence Users Users Users Life Ledger Now! Aspiration Brands Brands Brands Engagement News Uncover Brand Building Support Purchase Intent Feedback Social ROI 92% trust recommendations from friends & family above all else when making purchase decisions. Source: Nielsen April 2012
- 8. Users Are Big Spenders < 17 18-24 25-34 35-44 45-54 55-64 65+ 79% Users are Women Pinners are Predominantly 25-54 Women control 80%+ of US Consumer Spending Source: ComScore, Fast Company
- 9. Drives e-Commerce Shopping User Base 1,000M By Network % of 11% Socially 550M Driven Shopping Sessions 86% 25M 2.5X AOV (Average Order Value) $180 $80 $69 Source: Comscore, Rich Relevance
- 10. Audience Poll #3 & 4
- 12. Pinterest Promotions Strategy 1. Identify Biz Objectives & Define Success 2. Optimize Content 3. Promote, Promote, Promote 4. Test Best Practices. Iterate and improve! An ounce of planning is worth a pound of doing!
- 13. User Experience
- 14. Asking a bit too much 1. Create a recipe with our product 2. Create a board on Pinterest 3. Repin this image 4. Repin our product 5. Use 2 #Hashtags #FreshExpress #BlendRecipes 6. Visit our Website 7. Submit the URL to your board 8. Follow brand on Pinterest All for a $1 coupon
- 15. Manually Tracking Eligibility How much time does it take to sort through Contest/Sweepstakes entries to confirm eligibility? How much does that cost your organization? Is it worth it? Work Smarter, Not Harder.
- 16. K.I.S.S. Require 2 of the following: Follow the brand Pin X Pins from Website Pin X Pins from Boards Create a board Repin this image Hashtags #
- 17. Create a Board Pros User will curate it with 5+ images Pinner might build on it Easy for brand to observe Cons Its a barrier to entry Likely to be deleted after promotion Is a Board Necessary? If youre asking for a range of complimentary pins that need to be curated together If your theme is so unique its unlikely the pinner already has a board to pin to.
- 18. Follow The Brand Pros Grow follower base for future reach Low barrier to entry Good for showing the bosses Cons Users may get confused between follow Which of these follows the brand and follow board brand, and which follows the board?
- 19. RePin From Boards Pros You can pre-curate good content that you know drive virality, clicks, and conversions Low barrier to entry Keeps pinners in Pinterest Cons Users may just go through the motions Less creativity from pinner Less variety
- 20. Pin from Website Pros Website Traffic Pinners will browse extensively Pinners might buy Cons People might get lost, distracted, and forget Getting people in and out of social channels can cause drop-off When to do this Need to learn more about the content that inspires people Asking for highly curated boards For scavenger hunt themes
- 21. Hashtags Pros Might grab some peoples attention and raise awareness of promo If Pinterest search improves, it may help with search Cons People always typo or simply forget #Pinyourwaytotheuk Barrier to entry Cannot follow or search, so it #Pamperspinparty doesnt help with discovery Legacy practice with little purpose #Kiehls Recommendation #levanal If youre set on it, use hashtags in product descriptions
- 22. User Generated Pins / Content Pros Very high engagement value Insightful Crowdsourcing Cons Its a very high barrier to entry Quality will be questionable Significantly reduces entry rate
- 23. Daily Entries Pros High frequency of engagement Drives viral reach and impressions Cons Its a high barrier to entry Can be very manual to manage, even with a technology provider Daily Winners?
- 24. Drive Traffic
- 25. Promote! Social Email Other Digital Ads Offline Website Press Print Broadcast In-Store
- 26. Facebook Takeover Cover Photo Takeover Page/Tab Tile Image Sweeps Hosted on Tab
- 27. Effective Posting Strategy Pinned posts Milestone Posts Frequent, but fresh
- 28. FB Ad Strategy + Pinfluencer Data Target Pinterest Users Influential Pinners Engaged Pinners Followers Competitors Followers Optimize ad units Marketplace Ads Sponsored Stories
- 29. Optimize Pins for Feed, Test, and Require Re-Pin of Promotion Pin
- 30. Hosting a Pinterest Promotion
- 31. How We Help Avoid Clunky & Long User Experience T&Cs Opt-in Self-Serve user Eligibility Queries Email collection & Opt-in Host via: FB Tab Landing Page Your Website
- 32. Painless Tracking and Management Auto-Magically Confirm Eligibility Deep Content Insights Work Smarter, Not Harder.
- 33. What We Need To Get You Live Image 475px x 600px T&Cs Live in 72 Hours
- 34. Pinfluencer Our Technology
- 35. Marketing and Analytics Suite for Pinterest
- 36. Discovery Marketing and Analytics Suite
- 37. Analytics KPIs & Trends
- 38. Analytics Boards Pins
- 39. Analytics Advocates Influencers
- 40. Promotions Tools
- 41. Customer Support Strategic Training Tech Support Insights Pinterest Expertise Pinfluencer Account Pinterest Data Features & Administration & Analytics Functionality Data Whitepapers Best Practices Management Webinars Whitepapers Whitepapers Case Studies Webinars 300+ Clients 10 Million+ Pinners 2,000+ Brands 30 Million + Pins
- 42. Brands and Retailers use Pinfluencer
- 43. Publishers, Media, and Agencies use Pinfluencer
- 45. Merchant Pages Announcement Pinterest is demonstrating that theyre serious about providing value for brands! 1. Business accounts with verified websites 2. New legal terms 3. Promotions Dos & Donts 4. Website widgets Latest Pins
- 46. Questions About This 1. Will my profile be affected? 2. Will I lose any Pinterest functionality? 3. Will my analytics data from Pinfluencer be affected? 4. Can I sell directly through Pinterest now?
- 47. Questions?
- 48. THANK YOU! Sign up for a 14-day Trial @ www.Pinfluencer.com For a Demo contact Kris@Pinfluencer.com
Editor's Notes
- Alex Littlewood Head of Customer SuccessIve been a marketing strategist in many capacities, going on 10 yearsMy #1 priority is clients finding success with Pinterest as a part of their larger Social Media, Marketing, and general business strategies.Please keep in touch with us by fanning and following, and for todays webinar use #PFwebinar, which will be monitored during the webinar by our CEO SharadVerma
- Questions about What should I do, and what helps increase participation
- Questions about What should I do, and what helps increase participation
- Questions about What should I do, and what helps increase participation