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The new science of Pinterest PR: Trailblazer tactics to win massive pins, sales and traffic Melissa Cech University of Colorado Boulder @MelissaColo
The new science of Pinterest PR:Trailblazer tactics to win massive pins, sales and traffic
Melissa Cech
University of Colorado Boulder
@MelissaColo
The new science of Pinterest PR
• Understanding Pinterest
• Capitalizing on Moments
• Search
• Pins to sales
• Case Studies
By the numbers
• Over 100 million users (September 2015)
• Over 50 billion pins, more than 60 million of those are buyable from 10,000 retailers
• 2/3 of content pinned on Pinterest is from the website of a business
• Searches in 2015 grew by more than 85% from 2014
• For average active organizations 5% of web traffic comes from Pinterest
• 62% of users are female, 38% male
http://fortune.com/2015/09/17/pinterest-hits-100-million-users/
Lifespan of a pin
Consistent pinning is more important than what time of day you pin.
• 40% of the clicks happen within the first day.• 70% of the clicks happen within first 2 days.• 30% of clicks happen all the way through 30 days and beyond.
Source: https://blog.bufferapp.com/pinterest-learnings
https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf
Guided Search
What are we searching for?
MEN• Paleo ideas• Pocket squares• Nutri Ninja smoothies• Snackadiums• Luxe watches• Backpacking meals• Outdoor hacks
WOMEN• Budget travel• New Zealand• Glamping• Food in mugs• Going minimalist• Cozy PJs• DIY beauty tips
ALL• Valentine’s Day• Cold Weather Soup• Soup• Spice storage• Bar cart essentials• Home gym• Kids art display ideas
Source: https://blog.pinterest.com/en/battle-sexes-pinterest-style. January 2016
http://www.warrenknight.co.uk/2015/11/19/its-true-pinterest-does-drive-sales-infographic/
It’s not just about crafts.
Buyable Pins
Promoted Pins
Analytics
Our Community:
30,000+ students
300,000 alumni
10,000 faculty/staff
1 live buffalo
Know your audience
Prospective Student
Admitted Student
Current Student
Alumni
Prospective Student
Admitted Student
Current Student
Alumni
Have a little fun
One pin to rule them all
• 161,298 followers (up ~48k in 2015)• 82,589,644 total impressions• 503,829 avg. weekly reach (229,057 in 2013)• 46,199 avg. weekly engaged • 625,945 video views
• 27,175 followers• 11,048,793 impressions• 2,273 tweets+replies• 43,128 URL clicks
• 26,192 followers (6,037 in 2014)• 290,922 likes to 253 posts
• 183,729 followers• 9,584,663 impressions• 48,164 avg. impressions per post
• 1700 views per post• No Presence in 2014
• 419,444 minutes watched• 307,514 views
• 185,524 avg. monthly viewers• 3,406 avg. monthly engaged• 3,697 avg. daily impressions
The Results: 2015
Things you can do today
• Know your audience
• Search for your organization on Pinterest
• Keep your descriptions concise but consider SEO
• Mix it up! Photo, video, infographic
• Engage with users on Pinterest
