Pinning for Profit SFIMA Summit, 2012
Presented by
Maria A. Harrison Partner and Owner
Today you’ll learn… ! What is Pinterest
! Who’s Pinning
! How Users are Engaging with Pinterest
! How Companies are Using It To: ü Drive Direct Traffic ü Extend the Shelf Life Of Content ü Drive Brand Engagement & Loyalty ü Drive Revenue
!
About Bullseye Strategy
! Experienced interactive marketing and business development firm
! Deep roots in interactive and partnership marketing
What We Do
Who Are YOU? • B2B Marketer?
• B2C Marketer?
• Personal Pinterest account?
• Business Pinterest account?
• Been to Pinterest.com?
! Hit 10 million unique visitors faster than ANY site in US history
! Over 100 top brands use it
! 31 employees; was only 16 in Feb.
! Backed by some seriously successful folks
! Daily users have increased over 145% since beginning of 2012
! Genera6ng more referral traffic to web sites than Google+,
YouTube, and LinkedIn, COMBINED!
✖ LINKS = NO SEO VALUE!
What’s All the Fuss About?
What is Pinterest? ! Pinterest is a virtual pinboard; collect links to things you love, and pin their images on Pinterest.
! When you “pin” something you share an image and link to the
original content you found online.
! You can also create related collecSons of things called “Pinboards” or “Boards”.
! Visitors to the site, and of course, followers of your pinning acSvity, can discover new things grouped into a variety of
categories.
Who’s Pinning?
68% of Users are WOMEN
50% Have Kids
Who’s Pinning?
28% AHHI of $100,000+
27% 25-‐34
22% 35-‐44
Who liked biology class?
! Create a buzz/feels exclusive ! Aaempt to have only humans and not bots registering
! P sends you a liale email to acknowledge you signed up
! Send you an invite in 2-‐3 days anyway ! Personal invites seem to get fulfilled faster
Elements of
Twiaer of
Pinterest Buttons
Why Use Pinterest?
! Pinterest’s Push Mentality -‐ brands are able to push out
content on their own Sme without a brand page to
constantly update.
! Niche Value -‐ Leverage Pinterest’s “pin what you know and love” mentality by creaSng industry-‐specific boards and
using specific keyword searches to find like-‐minded pins,
boards and users.
!
Why Use Pinterest?
! Expert Posi6oning -‐ USlize Pinterest’s ‘open boards’, which allow mulSple users to pin to one board, to collaborate.
! Real 6me trending -‐ Keep tabs on what’s about to get hot.
Anyone designing anything would be wise to dig in and search
Pinterest for related elements and cues.
Pinterest Revenue ! Started to do it quietly but the word is out ! Unheard of for a social media company at such an early stage ! Adding affiliate links to user pins (through a sofware service provider)
Pinterest and Google Analytics
! Find out what the real value of Pinterest is to your company ! Using Google AnalyScs? ! From there, if you don’t see pinterest.com (or m.pinterest.com) in your top 10 referrals, search “pinterest” using the inline filter at the top of the table.
Pinterest and Google Analytics
More advanced reporSng via segments and
custom filters: hap://mashable.com/2012/03/13/pinterest-‐track-‐traffic/
Blogger Success Story
www.erikathomas.com
Blogger Success Story ! Blogging for 2 Years ! Started Pinning in end of Jan/February ! Pinterest is Has Surpassed Facebook and Twitter!
ü Tweets go dead in minutes ü Facebook posts get pushed down in the news feed ü People less likely to RT or Share (anecdotal)
Blogger Success Story ! Example Pin:
ü 20 Hours ü 81 Repins ü 26 Likes
! Constant Repinning of Her Pins ! Constantly Showing Up in People’s Feeds ! Followed Other Fashionistas and Fashion Brands; Reciprocal Following
Blogger Success Story ! The Proof Is In Her Numbers
ü 92% of Pinterest visitors are first-time visitors ü Started pinning Jan/Feb Timeframe but not from her blog ü Started pinning from her blog in April ü Traffic Has Grown:
Ø January: 1% Ø February: 3% Ø March: 8% Ø April: 12% Ø May: 21% (already)-
Facebook traffic is only 7%, Twitter is less than 1%. ü Projects 25% of Her Traffic to be from P by end of May
!
Blogger Success Story ! P has brought her recognition from a national brand, JC Penney ! Pinterest Promotion:
! A Select Few Were Chosen ! Shop for Tribal/Tropical Themed Apparel and Accessories ! $100 Gift Card ! Bloggers are required to create a Tropical & Tribal
pinboard with at least 2 pins from JC Penney items and anything else inspiring—sunsets, island photos, etc. to promote JCPenney for summer.
! Opportunity for JC Penney to leverage the popularity of an already successful blogger with a following, forcing their images into people’s feeds who might not otherwise follow JC Penney/see their fashion
Blogger Success Story ! P is also making her cash register ring ! BP (Before Pinterest):
ü Successful affiliate marketers needed Ø Web sites Ø Great SEO Ø PPC budgets Ø Great email lists
! After Pinterest: ! Strong P Account with a good following, and she’s making
money every day ! Affiliate links on her pins
B2C Retailer Success Stories
! One of the earliest brands on P, started in 2011 ! Curators of “content” ! Few links to their own products ! Looking for exposure to new markets, new customers ! Paying tribute to sustainability bloggers ! Driving traffic to wholefoods.com
B2C Retailer Success Stories
! In contrast to WF ! Show crafs that can be done with their products ! Links to their site where you can learn more about the products ! Follows other crafers ! Exposure to new audiences ! Keeps them top of mind
Other Success Stories ! MLB using it for each team ! Fashion retailers such as Nordstrom and JC Penney ! Food publishers such as cookinglight.com
Notably missing from this list is the travel industry IMHO!
Where are the cruise lines, hotels, and visitor bureaus? If you’re here, I have ideas for you!
B2B Success Story
! B2B is another sleeper area for P ! Tips for success:
ü Original infographics ü Sample work product – e.g. campaigns, products, screenshots of sofware
products ü “Birds of a Feather” rules applies to P also ü “Listening” or in this case “Looking” applies to P also
Recap – Did I Deliver? ! What is Pinterest
! Who’s Pinning
! How Users are Engaging with Pinterest
! How Companies are Using It To: ü Drive Direct Traffic ü Extend the Shelf Life Of Content ü Drive Brand Engagement & Loyalty ü Drive Revenue
!
THANK YOU Maria Harrison
Partner and Owner [email protected] www.bullseyestrategy.com
h]p://www.linkedin.com/in/mharrison h]p://twi]er.com/#!/bullseyestrat
h]p://www.facebook.com/BullseyeStrategy
