webinar analytics & social roi
TRANSCRIPT
Pinterest Analytics& Social ROI Webinar
Alex LittlewoodHead of Customer Success
“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.”
Facebook.com/pinfluencer
@Pinfluencer #Pinfluencer
@Pinfluencers
What We’ll Cover Today
1. Pinterest. Who Cares?
2. What Can We Measure?• Pinners, Advocates, and Influencers
• Pins & Boards
• Competitors
• Traffic, conversion, sales, and ROI
3. Pinterest Promotions
4. Questions
Audience Poll #1 & 2
Pinterest. Who Cares?
Pins from the website
Re-Pins in Pinterest
• Visits• Page Views• Conversion
Viral ReachImpressions
Clicks
80%
Social is Constantly Evolving
Users Life Ledger
Brands EngagementBrand Building
Users Now!
Brands NewsSupport Feedback
Users Aspiration
BrandsUncover
Purchase IntentSocial ROI
92% trust recommendations from friends & familyabove all else when making purchase decisions.
Source: Nielsen April 2012
Some Important Data About
• 3rd Most Popular Social Network in the US
• Fastest Growing in History
• 4th largest Website traffic driver in the world, more than: Yahoo Bing Twitter Google ads
Some Important Data About
These are BIG spenders
• 79% Users are Women• Women control 80%+ of US
Consumer Spending
• Pinners are Predominantly 25-54
Source: ComScore, Fast Company
< 17 18-24 25-34 35-44 45-54 55-64 65+
Some Important Data About
Click traffic from PinterestAverage Page views / visit
4.17.0 2.7
AOV (Average Order Value)
$180 $80 $69
86%
11%
25M
550M
1,000M
User BaseBy Network
% of Socially Driven
Shopping Sessions
Source: Comscore, Rich Relevance
Audience Poll #3 & 4
What Can We Measure?
Top Level KPI’s
What can you do with it?
• Understand the “pinworthiness” of your website• Track the virality of your content with Re-Pin Rates• Monitor Follower growth• Discover new Pinners that haven’t pinned before• Graph all your data to visualize trends
Pinners, Advocates, and Influencers
Influencers Few to Many
AdvocatesMany to Many ManyWhat can you do with it?
• Identify Pinners most engaged time of day, then schedule Pins• Follow, Like, and Comment to establish contact and relationship• Analyze their pinning activity• Build campaigns in other channels: FB, Twitter, email• Organize “follower appreciation” events/campaigns
Content Optimization: Pins & Boards
Pins• By Revenue• By Clicks• By Site Visits• By Page Views• By Engagement Score• By Likes/Comments
Boards• By Virality• By Pins / Re-Pins• By Followers• By Engagement Score• By Likes/Comments
What can you do with it?
• Build a promotion around most popular pins (i.e Top 5 Dresses)• Pin / Re-Pin• Learn what content is popular in Pinterest to inform inventory
and future merchandising decisions• A/B Test board curation strategies• Pin most popular content from within the app
Competitors
• Competitors Activity• Engaged and Influential Pinners
• Top Pins from Website• Most Engaged Boards
What can you do with it?
• Identify competitors engaged and influential pinners and connect to attract them to your brand
• Monitor their activity and learn from their mistakes, or react to their wins.
• Understand competitor content strategies • Monitor and benchmark against performance
Pinfluencer is the first Social Media Management technology to integrate with all these web analytics providers:
Traffic, Conversion, Sales & ROI
What can you do with it?
• Benchmark sales performance WoW & MoM• Drive up Revenue and/or Visits per pin• Optimize Pinterest content strategy and web “Pinworthiness” to
drive desired results
• Fast and hard proof of True Social ROI!
Pinterest Promotions
Pinterest Promotions Strategy
1. Identify Biz Objectives & Define Success
2. Optimize Content
3. Promote, Promote, Promote
4. Test Best Practices. Iterate and improve!
Drive Engagement & Viral Reach!
Powered by
• Contests• Sweepstakes• Coupons• Giveaways• And more!
Visit the Pinfluencer Blog to Watch Our Promotions Best Practices Webinar
Pinfluencer – Our Technology
The Marketing and Analytics Suitefor
300+ Clients2,000+ Brands
10 Million+ Pinners30 Million + Pins
Strategic Insights
• Pinterest Expertise• Pinterest Data
& Analytics• Whitepapers• Webinars• Case Studies
Training
• Pinfluencer Features & Functionality
• Best Practices• Whitepapers• Webinars
Tech Support
• Account Administration
• Data Management
• Whitepapers
Customer Support
Brands and Retailers use Pinfluencer
Publishers, Media, and Agencies use Pinfluencer
Questions?
