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The first marketing platform for social curation August 2012 Thursday, September 6, 2012
| Date post: | 21-Jun-2015 |
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Technology |
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The first marketing platform for social
curationAugust 2012
Thursday, September 6, 2012
Understanding brand engagement can’t be based on reading text. Instead, we have to “read” images.
@brand#product
I love this@brand
This#car
is cool
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Thursday, September 6, 2012
Traditional social media tools are optimized for text. As a result, brands can’t make use of the potential of
Pinterest.
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Thursday, September 6, 2012
Networks are moving from text to imageBlogs = words Now: sharp rise in images and infographics
FB Status Updates = 10 words Now: Cover Photo + timeline
Twitter = 140 characters Now: added photo uploading
Instagram = photos everywhere Now: photos are everywhere
Pinterest = curation of visual webNow: visual is becoming center of social
Thursday, September 6, 2012
PinterestDrives more website traffic than Google+, Twitter, Youtube combined
73% women, men gaining, 25 - 49, high HH income
Drives more rev per click than Twitter and FB combined
Ave Time on site 16 mins (FB 12.4 mins)
Product-centric, not brand-centric
July 2012: 20 million users
Welcome to the curated visual web
Thursday, September 6, 2012
Pinterest represents a significant shift in how consumers engage with brands socially
• Creates demand for a new generation of social media tools• Creates significant opportunities for optimizing ecommerce
sites • Creates new ways to think about advertising
Text drivenPage centric
Brand focused
Image drivenWebsite & brand page
Product focused
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Thursday, September 6, 2012
Our Secret Sauce
• Machine learning algorithms which consume and process vast amounts of data to get a comprehensive view of Pinterest
• Computer vision: image processing to identify duplicate images regardless of where they were pinned from
• The only platform utilizing image recognition - enables pins and repins to be related to a single image
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Thursday, September 6, 2012
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Pinterest PromotionsExample of entry form served in an iFrame on the client’s website.
Form is highly simplified and is in keeping with the information needed for most web based contests. Includes one customizable data entry field, in this case it is used for date of birth.
This form can either have a single image or multiple images from which a user can select.
Thursday, September 6, 2012
Optimizing eCommerce
• Use Curalate to identify popular and trending products for a brand
• Manage dead links with product suggestions
• Provide social proof on ecommerce site
• Reposition / merchandise content
• Shared: 1,500 times
• Drove: 300 site visitors
• Sold out, suggested products - blank page
14,000 Shares 1,900 Shares
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Thursday, September 6, 2012
Engagement Initiatives• Curalate Contests: Streamline Pinterest based contests to increase
entrants, grow earned media, enhance product awareness, and easily track results.
• Super Pin: A replacement for the standard “Pin It” button, the Curalate version will enable brands to get richer analytics including social attribution data and influencer data. Additionally, the Super Pin will grow earned media by suggesting additional pins to pin and will also enhance a brand’s ability to build focused retargeting campaigns.
• Publisher: The ability to push highly engaged content on Pinterest to broader social networks, as well as the ability to use Curalate to publish and track content to Pinterest and related visual sites with one click.
• Campaign tools: Providing tracking tools to make existing web based social engagement campaigns pinnable
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Thursday, September 6, 2012
Thank youGarth Holsinger
Strategic Alliances
@garthworking
Thursday, September 6, 2012
