webinar v day promotions 1-28-13
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TRANSCRIPT
- Webinar - Valentines Day Pinterest Promotions
Welcome
Alex Littlewood Head of Customer Success
“It’s my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.”
#Pinfluencer
Todays Webinar
• Why Pinterest? • 3 Keys to Successful Promotions
• Launching a Promotion this V-day – 3 days • Pinfluencer: The Pinterest Marketing Suite
• Questions from Registration • Live Q&A
Why Pinterest?
Pinterest’s Role in a Social Strategy
People use it to:
Connect with the people and brands they care about.
Engage immediately with the people and brands they need to.
Discover products and be inspired. To curate their aspira;ons.
Brands use it for:
-‐ Engagement -‐ Brand Building
-‐ News -‐ Support -‐ Feedback
-‐ Uncover purchase intent
-‐ Drive web traffic -‐ Social ROI
92% trust recommendations from friends & family
above all else when making purchase decisions.
Source: Nielsen April 2012
Big, and Getting Bigger 3rd most popular Social Network in the US Fastest Growing in History 4th largest Website traffic driver in the world, more than: ü Yahoo ü Bing ü TwiMer ü Google ads
Pinterest Drives E-commerce
2.5X AOV (Average Order Value)
$180 $80 $69
86%
11%
25M
550M
1,000M User Base By Network % of
Socially Driven
Shopping Sessions
Source: Comscore, Rich Relevance
Valen;ne’s Day drove an es;mated $17.6 Billion in 2012.
#3 Spending holiday in the U.S.
Valen;ne’s Day
Source: Na;onal Retail Federa;on
Pinterest Promotions for Valentines Day
3 Keys to Successful Promotions
1. Define Your Objectives 2. Create a Great User Experience 3. Promote, Promote, Promote!
1 - De!ne Objectives
ID Biz Objectives & De!ne Success
Retailers Brands Publishers & Media
• Website Traffic • Conversion • + Transaction Value • Store Traffic
• Website Traffic • Pin/Re-pin rates • Viral Reach
• Awareness • Engagement • Viral Reach • Trial • Retail sales Grow Followers
& Engagement
Objectives and Success Metrics
Objec:ve Measurement(s) Recommended Promo Type(s)
Grow Followers Follower count/growth Follow-‐only
Viral Reach / Reco’s Pin & Repin volume Reach & Impressions
Repin from Board
Awareness Reach Impressions
RePin a Pin
Drive Site Traffic Visits Page Views
RePin from Board
Drive Sales
Sales Conversion RePin from Board RePin a Pin
Engagement Pin/Repins per Par;cipant Create a Board
2 - Create a Great User Experience
Create a Great User Experience
Ac:on Descrip:on Recommended Best Prac:ces
Follow Follows on Pinterest Yes • Ask for this as first ac;on
Re-‐Pin from Board
User directed to re-‐Pin from pre-‐curated board
Yes • Leverage Top Pins • 40-‐60 pins in board • Clearly name board for promo
Pin from Website
User directed to website to Pin
Not usually • Narrow category • Op;mize descrip;ons for Pinning, including $’s & #’s
Re-‐Pin this Pin User directed to re-‐Pin a specific Pin
Yes • Op;mize for maximum visibilty/readability in feed
Create a board User creates board for the promo;on
Depends upon theme. Not usually
• Only use if it makes sense (i.e. Cura;on of things that wouldn’t fit in a pinners pre-‐exis;ng boards)
Hashtags #
User adds a hashtag to Pins
No • Align #’s with common search terms, like #Wedding, #Kitchen, or #Recipe
• Pro’s • Grow follower base for future reach • Low barrier to entry
• Good for showing the bosses
• Con’s • Users may get confused between follow
brand and follow board
• Users seem to be a bit more selective about who/how many they follow.
Tip: If asking for multiple actions, ask for the follow, but don’t “require” it for eligibility.
Follow the Brand
• Pro’s • You can pre-curate good content that you
know drive virality, clicks, and conversions
• Low barrier to entry • Keeps pinners in Pinterest
• Pinners will Pin to their own boards, which is more meaningful in context
• Con’s • Possibly less creativity from pinner
• Less variety/options for Pinner
Repin from Boards
• Pro’s • User will curate it with 5+ images • Pinner might build on it
• Easy for brand to observe • Con’s
• It’s a barrier to entry • Likely to be deleted after promotion
• Is a Board Necessary? • If you’re asking for a range of
complimentary pins that need to be “curated together”
• If your theme is so unique it’s unlikely the pinner already has a board to pin to.
Create a Board
• Pro’s • Website Traffic • Pinners will browse extensively
• Pinners might buy • Con’s
• People might get lost, distracted, and forget
• Getting people in and out of social channels can cause drop-off
• When to do this • Don’t have a Profile • Need to learn more about the
content that inspires people • Asking for highly curated boards
• For “scavenger hunt” themes
Pin From Website
• Pro’s • Might grab some peoples attention
and raise awareness of promo
• If Pinterest search improves, it may help with search
• Con’s • People always typo or simply forget
• Barrier to entry • Cannot follow, and search is weak, so
it doesn’t help with discovery • Legacy practice with little purpose
• Recommendation • If you’re set on it, Pre-populate
hashtags in product descriptions
Hashtags
Don’t Do
#MacysVday #KayValen;nes
#Vday #V-‐day #Valen;ne #Valen;nes #Valen;nesDay #Jewelery
• Pro’s • Very high engagement value • Insightful
• Crowdsourcing
• Con’s • It’s a very high barrier to entry • Quality will be questionable
• Significantly reduces entry rate
• How? • Leverage Pinfluencer Promotions
platform, and ask user to pin their image with a #Hashtag so we can track it.
User Generated Content
3 - Promote!
Promote
Social Email Other Digital
Website
Ads
Press Offline
Print Broadcast
In-Store
Promote – Consistency
Launching a Promotion in 3-days
• Strategy Consultation • Design/Advise on User
Experience • Configure and Deploy
Our Platform • T&C’s Opt-in for risk
mitigation • Email collection & Optin
• Host via: • FB Tab • Landing Page
• Your Website
How We Help
1. Landing Page Image 475px x 600px
2. Official Rules
Live in <72 Hours
What We Need
• Automatically Calculate Eligibility
• Deep Content Insights
Work Smarter, Not Harder.
Painless Tracking & Management
e Marketing And Analytics Suite - for -
Pin#uencer
e Marketing and Analytics Suite for Pinterest
Promotions Contests, Sweepstakes, Coupons, Giveaways, Instant Win, and more.
Analytics Pins, Repins, site traffic, sales conversion, competitors and more.
Content Management Schedule Pins, manage Pins across multiple Pinterest accounts.
Audience Data ID Pinners that are Advocates, Engaged, and/or Influential
Promotions Sweeps
Contests
Giveaways
Promotions Eligibility Tracker
Content Analysis
Analytics
Site and Profile Ac;vity
Downstream Conversion • Google Analy;cs • Coremetrics • Adobe Site Catalyst
(Omniture)
Analytics
• Engaged Pinners • Influen;al
Pinners • Advocates
Analytics
Popular and Influen;al Pins
Engaging, Viral, and Influen;al Boards
Content Management Pin Scheduler
Run a V-Day Promotion!
Visit Pinfluencer.com Chat with us Or Contact
[email protected] To learn more and get started running promotions
Questions from Webinar Signups Promotion related: 1. How to do Product Deals and Sales?
2. Which Promotions get the most engagement? 3. Which promotions drive the most web traffic?
4. Are there any rules for promotions in Pinterest? 5. When running a Promotion, what info should we gather?
6. Should we create promotion specific boards?
General Pinterest: 1. What’s the best way to be proactive on Pinterest: liking, following, repinning, etc?
2. How can we get around our strict legal team, which only lets us pin our images? 3. What’s the best way to get people interested in my Pinterest profile?
4. Do I need to start a Pinterest account? 5. How can non-profits leverage Pinterest?
6. How do we drive Pinterest traffic to FB?
Questions?
Q&A