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Channel Report: Pinterest. Michaela Strand | 11/13/12 . Agenda . Overview What is it? Why does it matter? How Brands should use Pinterest Examples New Features Looking ahead Future of e-commerce? Legal Concerns . Pinterest | An Overview . Virtual Pinboard Highly Visual

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channel report pinterest

Channel Report: Pinterest

Michaela Strand | 11/13/12

agenda
Agenda
  • Overview
    • What is it? Why does it matter?
  • How Brands should use Pinterest
    • Examples
  • New Features
  • Looking ahead
    • Future of e-commerce?
  • Legal Concerns
pinterest an overview
Pinterest | An Overview
  • Virtual Pinboard
    • Highly Visual
    • Users are 79% female
    • Content categories: food & drink recipes, arts & crafts, home décor, visual art and design, fashion etc.
    • Android, iOS and iPad apps
  • What’s the opportunity for brands?
    • Drive deeper brand connections and evangelism
    • Draw traffic to brand-building content
    • Increase site traffic & sales
why it matters pinterest by the numbers
Why it matters | Pinterest by the numbers
  • Growing Fast
    • 20MM Users today
    • Pinterest debuted on ComScore’s 50 most visited sites in September 2012 with 25.3MM monthly visitors
  • Huge driver of referral traffic
    • Fourth largest driver of traffic to other websites, beating out Yahoo, Bing and Twitter
  • E-commerce Opportunity
    • Users spend an average of $169 per order on a referral from Pinterest
how do you make on pinterest
How do you make $$ on Pinterest?
  • Pinterest has not defined a revenue generating model yet
    • No ads
    • No API
  • Pinbooster, first ad platform to pay users to re-pin brand content
    • Similar to a pay-per-tweet model
  • Pinfluencer, a new Pinterest ROI and Pin-to-Purchase tracking system
    • Integrates with Omniture, Coremetrics and Google Analytics
how should brands use pinterest
How should brands use Pinterest?
  • Whole Foods uses Pinterest just like any other user...
  • Pins relate to Whole Foods’ core values:
    • Natural, sustainable, organic etc.
  • Content does not necessarily point back to the grocer’s website
  • A large portion of the content is culled from blogs or third-party websites
    • Bloggers serve as ‘Contributors’ on certain boards
    • Examples: #WhyAustin board, Go Go Gadgets
do s don ts
Do’s & Don’ts

DON’T

DO

  • Be aspirational and inspirational
  • Create subtle and creative boards that cover a wide range of topics
  • Be visual
  • Use high quality images
  • Be overly promotional
  • Re-create your entire product catalog
  • Affix price tags to your pins*
  • Forget your website
price tags the jury is still out
*Price Tags | The jury is still out…
  • When you affix a price tag to a pin, it gets automatically added to a feed called ‘Gifts’, which allows users to browse pins based on price-range
  • Considering that 70% of users come to Pinterestto “get inspiration on what to buy”, this may not be a bad idea after all
  • More follow-up studies are needed to dive into this question further
just because you aren t a retailer
Just because you aren’t a retailer….

…doesn’t’ mean you shouldn’t be on Pinterest too!

  • Content is still king
    • GE
    • The Wall Street Journal
    • Major League Baseball
    • Random House Books
    • Mashable
    • Southwest Airlines
    • IBM
common marketing tactics
Common Marketing Tactics
  • Re-Pin to Win
    • Submit board URL via email or Comments
    • Ask users to name board or use specific hashtags
    • Examples:
      • Sephora Color Wash Sweepstakes
      • Better Homes & Gardens
  • Woobox Facebook tab applications
    • Free
    • Duplicative
what we can do run a sweepstakes
What we can do | Run a Sweepstakes
  • Capabilities
    • Feature one board or an entire account
    • Feature most popular pins or most recent
    • Re-Pin buttons
  • Customer Examples
    • Hyatt ‘Win Free Time’ Sweepstakes
    • Kohl’s Narciso Rodriguez Sweepstakes
  • Lackluster performance
    • Too many steps
    • Directing users off Facebook
kotex personalized gifts
Kotex | Personalized Gifts
  • What:
    • Kotex selected 50 influential Pinterest users and sent them customized gift baskets filled with goodies and new Kotex designs based on their unique style and taste on Pinterest. To redeem their gifts, the women had to pin a photo of their gift basket.
  • Result:
    • 2,284 Interactions and nearly 700,000 impressions. Women also posted to Twitter & Instagram
honda pintermission
Honda | Pintermission
  • What:
    • Honda gave $500 to 5 active Pinners, asking them to take a day off from the site and treat themselves to the things they’d been pinning about. In return, Honda asked that they share images from their short break on the Honda Pinterest Page.
  • Result:
    • Mixed. Earned Honda some positive brand impressions on #PinChat and received lots of media coverage & PR.
    • Gained 531 new Followers, 300 Re-Pins
  • Why?
    • Playful, inventive use of the platform
    • No ties to ROI
grey goose hotel noir cross channel campaign
Grey Goose | Hotel Noir Cross-Channel Campaign
  • What:
    • Told seductive six-chapter story promoting their latest brand of vodka, Cherry Noir, through Pinterest and Instagram. Targeted 25-34 year old ‘early adopters’ of new technology.
    • Commissioned four popular smartphone photographers to take shots for each chapter’s Instagram stream and share the photos with their(250,000 collective) personal followers.
    • TV and online commercial, heavy usage of hashtags.
  • Result:
    • High engagement, increased website traffic
    • No formal numbers released
  • Why?
    • Cross-channel, kept fans coming back for more, highly visual, interactive…..(the list goes on)
new features pinterest introduces secret boards finally
New Features | Pinterest Introduces Secret Boards….Finally!
  • This is great news for brands
    • Collaboration
    • Getting approvals
    • Testing
    • Facebook tab applications
  • Things to note:
    • Can only have 3 Secret Boards at any given time
    • Invite others to collaborate
    • If you publish the board, comments will be visible
    • Once the board is published, it cannot be unpublished
    • Creator holds all the cards, choose wisely
new features business pages
New Features | Business Pages
  • Enter your company name, instead of first & last name
  • Website verification – appears with a red checkbox next to it
    • Still possible for impersonators to verify a similar URL, but a good first step towards eliminating ‘fake’ brand pages
  • New microsite with business case studies & best practices
  • Terms of service moving towards a more commercial usage of Pinterest
is pinterest the future of e commerce
Is Pinterest the future of e-commerce?
  • Pin-it Buttons are everywhere
    • Articles, products, videos
  • Gucci recently unveiled a ‘Pinnable’ banner ad
  • Spring Metrics launches Pinterest module for e-commerce
    • Pin a product image in exchange for an online coupon
pinterest e commerce zappos pinpointing
Pinterest & e-commerce | ZapposPinPointing
  • What:
    • Zappos introduced a service called ‘PinPointing’, which recommends Zappos products based on Pinterest pins
  • Note:
    • Don’t necessarily feature Zappos products
    • Recommendations are not always accurate or helpful
    • No formal partnership between Zappos and Pinterest
  • Implications:
    • So far, has not significantly impacted sales
    • Signals one way Pinterest might try to monetize in the future
legal concerns what you need to know
Legal Concerns | What you need to know
  • Brands should only pin content their own or have license to use
  • Best Practices
    • Pin from the original source or permalink
    • Give credit to the content owner
    • Include a thoughtful pin description
  • Content owners can block ‘Pinning’ from their website (ex. Flickr)
slide20

Thank you,

Happy Pinning!