1. Pinterest Promotions
Best Practices Webinar

2. “It’s 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 #Pinfluencer

3. What We’ll Cover Today
1. Why Pinterest?
2. Promotions Strategy
3. Creating a Great User Flow
• Real Examples
4. Top Ways to Drive Traffic (from Facebook)
5. Hosting a Promotion
6. Latest Announcement from Pinterest
7. Questions

4. Audience Poll #1 & 2

5. Why Pinterest?

6. 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

7. Pinterest is Purchase Intent & Influence
Users Users Users
 Life Ledger  Now!  Aspiration
Brands Brands Brands
 Engagement  News  Uncover
 Brand Building  Support Purchase Intent
 Feedback  Social ROI
92% trust recommendations from friends & family
above all else when making purchase decisions.
Source: Nielsen April 2012

8. Users 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 US
Consumer Spending
Source: ComScore, Fast Company

9. Drives e-Commerce Shopping
User Base 1,000M
By Network % of 11%
Socially
550M Driven
Shopping
Sessions 86%
25M
2.5X AOV
(Average Order Value)
$180 $80 $69
Source: Comscore, Rich Relevance

10. Audience Poll #3 & 4

11. Pinterest Promotions Strategy

12. Pinterest Promotions Strategy
1. Identify Biz Objectives & Define Success
2. Optimize Content
3. Promote, Promote, Promote
4. Test Best Practices. Iterate and improve!
“An ounce of planning is
worth a pound of doing!”

13. User Experience

14. Asking a bit too much
1. Create a recipe with our product
2. Create a board on Pinterest
3. Repin this image
4. Repin our product
5. Use 2 #Hashtags –
#FreshExpress #BlendRecipes
6. Visit our Website
7. Submit the URL to your board
8. Follow brand on Pinterest
All for a
$1 coupon

15. Manually Tracking Eligibility
• How much time does it take to sort
through Contest/Sweepstakes
entries to confirm eligibility?
• How much does that cost your
organization? Is it worth it?
Work Smarter, Not Harder.

16. K.I.S.S.
Require 2 of the following:
• Follow the brand
• Pin X Pins from Website
• Pin X Pins from Boards
• Create a board
• Repin this image
• Hashtags #

17. Create a Board
• 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.

18. Follow The Brand
• 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
Which of these follows the
brand and follow board brand, and which follows the
board?

19. RePin From Boards
• Pro’s
• You can pre-curate good content that you
know drive virality, clicks, and conversions
• Low barrier to entry
• Keeps pinners in Pinterest
• Con’s
• Users may just “go through the motions”
• Less creativity from pinner
• Less variety

20. Pin from Website
• 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
• Need to learn more about the
content that inspires people
• Asking for highly curated boards
• For “scavenger hunt” themes

21. Hashtags
• 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
#Pinyourwaytotheuk
• Barrier to entry
• Cannot follow or search, so it
#Pamperspinparty
doesn’t help with discovery
• Legacy practice with little purpose
#Kiehl’s
• Recommendation #levanal
• If you’re set on it, use hashtags in
product descriptions

22. User Generated Pins / Content
• 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

23. Daily Entries
• Pro’s
• High frequency of engagement
• Drives viral reach and impressions
• Con’s
• It’s a high barrier to entry
• Can be very manual to manage, even
with a technology provider
Daily Winners?

24. Drive Traffic

25. Promote!
Social Email Other Digital
Ads
Offline Website Press
Print
Broadcast
In-Store

26. Facebook “Takeover”
• Cover Photo “Takeover”
• Page/Tab Tile Image
• Sweeps Hosted on Tab

27. Effective Posting Strategy
• Pinned posts
• Milestone Posts
• Frequent, but fresh

28. FB Ad Strategy + Pinfluencer Data
• Target Pinterest Users
• Influential Pinners
• Engaged Pinners
• Followers
• Competitors Followers
• Optimize ad units
• Marketplace Ads
• Sponsored Stories

29. Optimize Pins for Feed, Test, and
Require Re-Pin of Promotion Pin

30. Hosting a Pinterest Promotion

31. How We Help
• Avoid Clunky & Long
User Experience
• T&C’s Opt-in
• Self-Serve user
Eligibility Queries
• Email collection & Opt-in
• Host via:
• FB Tab
• Landing Page
• Your Website

32. Painless Tracking and Management
• Auto-Magically
Confirm Eligibility
• Deep Content
Insights
Work Smarter,
Not Harder.

33. What We Need
To Get You Live
• Image 475px x 600px
• T&C’s
Live in 72 Hours

34. Pinfluencer – Our Technology

35. Marketing and Analytics Suite for Pinterest

36. Discovery Marketing and Analytics Suite

37. Analytics
KPI’s & Trends

38. Analytics
Boards
Pins

39. Analytics
Advocates
Influencers

40. Promotions Tools

41. Customer Support
Strategic Training Tech Support
Insights
• Pinterest Expertise • Pinfluencer • Account
• Pinterest Data Features & Administration
& Analytics Functionality • Data
• Whitepapers • Best Practices Management
• Webinars • Whitepapers • Whitepapers
• Case Studies • Webinars
300+ Clients 10 Million+ Pinners
2,000+ Brands 30 Million + Pins

42. Brands and Retailers use Pinfluencer

43. Publishers, Media, and Agencies use Pinfluencer

44. Recent Pinterest Announcement

45. Merchant Pages Announcement
Pinterest is demonstrating that they’re
serious about providing value for brands!
1. Business accounts with verified websites
2. New legal terms
3. Promotions Do’s & Don’ts
4. Website widgets – Latest Pins

46. Questions About This
1. Will my profile be affected?
2. Will I lose any Pinterest functionality?
3. Will my analytics data from Pinfluencer
be affected?
4. Can I sell directly through Pinterest now?

47. Questions?

48. THANK YOU!
Sign up for a 14-day Trial
@
www.Pinfluencer.com
For a Demo contact
Kris@Pinfluencer.com