Pinterest promotions best practices webinar

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    25-Jan-2015

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This document was used during a webinar by Pinfluencer. We covered Best Practices for Contests and Sweepstakes in Pinterest, as well as some important data about Pinterest itself. To view a video recording of the webinar, visit:

Transcript

1. Pinterest PromotionsBest Practices Webinar 2. Its my top priority to ensure you drive real business results from your Pinterest Marketing initiatives.Alex Littlewood Head of Customer Success Facebook.com/pinfluencer @Pinfluencers @Pinfluencer#PFWebinar 3. What Well Cover Today1. Pinterest. Who Cares?2. Common Mistakes & Challenges3. Developing Strategy4. Pinterest Promotions Best Practices5. Pinfluencer Our Technology6. Questions 4. Audience Poll #1 & 2 5. Pinterest. Who Cares? 6. Social is Constantly Evolving Users UsersUsers Life Ledger Now! Aspiration BrandsBrands Brands Engagement News Uncover Brand Building SupportPurchase Intent Feedback Social ROI 92% trust recommendations from friends & familyabove all else when making purchase decisions.Source: Nielsen April 2012 7. Some Important Data About 3rd largest Social Network in the World Fastest Growing in History 4th largest Website traffic driver in the world, more than: Yahoo Bing Twitter Google ads 8. Some Important Data AboutThese are BIG spenders< 17 18-24 25-34 35-44 45-54 55-64 65+ 79% Users are Women Pinners are Predominantly 25-54 Women control 80%+ of USConsumer Spending Source: ComScore, Fast Company 9. Some Important Data AboutClick traffic from PinterestAverage Page views / visit 7.04.1 2.7AOV(Average Order Value) $169 $95 $71 1,000M User Base% of11%By Network Socially 550MDrivenShoppingSessions86% 25MSource: Rich Relevance 10. Audience Poll #3 & 4 11. Common Mistakes & Challenges 12. Common Mistakes & Challenges1. Lack of defined goals and objectives2. Poor user experience and weak prizing 13. Common Mistakes & Challenges1. Lack of defined goals and objectives2. Poor user experience and weak prizing Content irrelevance3. Using one image to pin/promote4. Inadequate promotion to drive traffic5. Treating like other social channels 14. Common Mistakes & Challenges6. Too few campaigns Time consuming and resource constrained7. Lack of executive buy-in & support Education and ROI case-making8. Resource intensive Analytics Content Management 15. Developing a Promotions Strategy 16. Pinterest Promotions Strategy1. Identify Biz Objectives & Define Success2. Optimize Content3. Promote, Promote, Promote4. Test Best Practices. Iterate and improve! 17. Identify Biz Objectives & Define SuccessRetailers Publishers & Brands Media Website Traffic Website Traffic Awareness Conversion Pin/Re-pin rates Engagement + Transaction Value Viral Reach Viral Reach Store Traffic TrialGrow Followers Retail sales& Engagement 18. Optimize Content and MessagingPeople are on Pinterest to:Top Categories Discover on Pinterest: Share Home Arts & Crafts Remember Fashion & Style Food Inspiration & Educ.Think like your audience. Holiday & Seasonal Humor Products Travel Kids 19. Optimize Content and Messaging Weddings Great Prize Clear CTAs Good UI 20. Promote! SocialEmailOther DigitalAds Offline WebsitePress Print BroadcastIn-Store 21. Promote! 22. Pinterest Promotions Best Practices 23. Best Practices1. Combine Contest & Sweeps elementsContests Sweepstakes Entries judged Winners awarded at random Winners awarded on merit Entry rates ~ 25% High quality submissions Lower avg submission quality Ability to leverage celebrity Can provide many chances for judgesparticipants to win Entry rates ~ 1-5% Must provide alternate form Some chance of self-defeatingof entry thought preventing entry Time consuming to manage 24. Best Practices2. More chances to win = higher entry rate 25. Best Practices3. Picking the right promotion type Board Creation 26. Best Practices3. Picking the right promotion type Re-pin from Board(s) 27. Best Practices3. Picking the right promotion typePin from Website 28. Best Practices3. Picking the right promotion typeScavenger Hunt 29. Best Practices3. Picking the right promotion typeRe-Pin Pin to Win 30. Best Practices3. Picking the right promotion typeFollow Us & Follower Goal 31. Best Practices3. Picking the right promotion typeOngoing Pinner of the week 32. Best Practices4. Simple UX & Clear Creative 33. Best Practices4. Simple UX & Clear Creative 34. Best Practices4. Simple UX & Clear Creative 35. Best Practices5. Legal/T&Cs only enforceable with opt-in 36. Best Practices6. Test and Optimize different contest Pins 37. Best Practices7. Comment/Like on participants pins during event 38. Best Practices8. Best Ways to Cross Promote with FB Host on Custom Page (Tab) Facebook Ads Frequent Posts 39. Best Practices1. Combine Contest & Sweeps elements2. More chances to win = higher entry rate3. Picking the right promotion type4. Simple user experience & clear creative5. Legal/T&Cs only enforceable with opt-in6. Test and optimize different contest Pins7. Comment/Like on participants pins during event8. Best Ways to Cross Promote with FB 40. Pinfluencer Our Technology 41. Discovery Marketing and Analytics Suite 42. Discovery Marketing and Analytics Suite 43. AnalyticsKPIs & Trends 44. AnalyticsBoards Pins 45. AnalyticsAdvocates Influencers 46. Promotions Tools 47. Customer SupportStrategic TrainingTech SupportInsights Pinterest Expertise Pinfluencer Account Pinterest DataFeatures &Administration& Analytics Functionality Data Whitepapers Best PracticesManagement Webinars Whitepapers Whitepapers Case Studies Webinars300+ Clients10 Million+ Pinners2,000+ Brands 30 Million + Pins 48. Brands and Retailers use Pinfluencer 49. Publishers, Media, and Agencies use Pinfluencer 50. Questions? 51. THANK YOU!Sign up for a 60-day Trial@www.Pinfluencer.com For a Demo contactKris@Pinfluencer.com