how to maximize your visibility on visual social media networks

Sharad Verma

CEO/Co-founder, Piqora

@heysharad on Twitter

Fancy

Wanelo

Houzz

Vs.

• Interest Graph

• Public

• Highly Viral

• Organic

• Evergreen Content

• Inter-Connected

• Social Graph

• Closed

• Not-Viral

• Brand Driven

• Ephemeral Content

• Personal Relationships

70M+ Users

30M+ MAUs

$0.78 Rev/Pin

$169 AOV

90% Organic pinning

150M+ Users

16B+ Photos

1B+ Likes

257+ mins/month

225M Monthly visits

118M+ Blogs

53B+ Posts

80M+ Posts per day

91%+ Of

Reblogged/Blogs

18 Mins/visit

On average a

Pinterest Pin

generated more than

10 Repins

On average a Pinterest Pin

generated more than 78

cents in sales. This is up by

25% from Q4 ‘12¢

On average a pin

drove 2 Visits & 6

Pageviews

*Study of sample

customers since Feb, 2012

-50%

0%

50%

100%

150%

200%

250%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Study of a sample of retailers – 3 months before and after rich pins

launch in May, 2013

INCREASE IN REPIN/PIN

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

0 100 200 300 400 500 600 700

Pe

rce

nta

ge

# of days since original post

% visits % pageviews

Visit Half life = 3.5 months

CUMULATIVE VISITS/PAGEVIEWS FROM SITE’S OLDEST

PINS

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

0 100 200 300 400 500 600 700

Pe

rce

nta

ge

# of days since original post

% orders % revenue

Order Half life = 2.5

months

CUMULATIVE REVENUE/ORDERS FROM SITE’S OLDEST

PINS

Implement Pin-It button on your

website

On-hover Pin-it Button

Merchandize Trending Pins

Pin-it Above the Fold

Ask visitors to follow you on Pinterest

Implement Rich Pins

Handle out-of-stock gracefully

Pin-it button on

your mobile site

How did they do it?

Kept their boards fresh with in-stock products

Added a healthy mix of product pins that lead to their product pages

Used good pin descriptions to drive SEO

Pin often through out the day

Keep your boards fresh with

new pins

Full Pin Descriptions

Create new Boards

Convert Site Pinners into Followers by engaging with their content

Pin your most clicked Pins

Make sure pins point to the product page

Use keywords

from GA to select Board Topics

Immersive, Discovery Experience

Provide a visual discovery experience

around highly relevant and socially

trending products

Pins Higher CTR Higher Open

Rate

0

100000

200000

300000

400000

500000

600000

Pinners and Repinners engaged in different time intervals for Home Decor

# of Repinners

# of Pinners

Participants Pins Per

participant

Pins

& Repins

Potential

Reach

Potential

Impressions

Per Promotion Average Stats

What is the role of hashtags

in post discoverability?

How do likes

correlate with

hashtags?

How are brands

hashtagging the posts?

What opportunities

exist?

How many posts are

brands doing daily?

# of Hashtags

% o

f Li

ke

s

0%

5%

10%

15%

20%

25%

30%

35%

0 1 2 3 4 5 6-10 10-30

Hashtags amplify context, discoverability

& social engagement

% LIKES PER 100 POSTS

Lower confidence

due to sparse data

after 8 hashtags

of posts have

no hashtags

of posts have

<3 hashtags

# of Hashtags

% o

f Po

sts

HASHTAG USAGE FREQUENCY

0%

5%

10%

15%

20%

25%

30%

35%

0 1 2 3 4 5 6-10 10-20 20-30

% Frequency

0%

5%

10%

15%

20%

25%

0 1 2 3 4 5 6 7 8 9

Lower confidence

due to sparse data

after 8 hashtags

% LIKES PER 100 POSTS IN DIFF NUM_HASTAGS

# of Hashtags

% o

f Li

ke

s

>100% jump in # of likes even from

just 2 to 3 Hashtags

0%

20%

40%

60%

80%

100%

120%

0 to 1 1 to 2 2 to 3 3 to 4 4 to 5

% o

f In

cre

ase

in

Li

ke

s

# of Hashtags

% INCREASE IN LIKES WITH EACH NEW HASHTAG

Post often

Use Hashtags

Identify your

Influencers

Run Contests & Sweepstakes

Run email marketingcampaigns

Re-publish UGC content

Measure ROI

Turn your Advocates

into Followers

www.piqora.com/resourcesblog.piqora.combusinessblog.pinterest.com@piqora on twitterKelly @Tribe2point0 (Pinterest Expert)