pinterest and instagram - data driven actionable insights

THE COMPLETE MARKETING SUITE FOR VISUAL NETWORKS

SMX Social Media Las Vegas, Nov 21, 2013

Sharad Verma CEO/Co-founder, Piqora @heysharad on Twitter

Self Selected

not Social-Visual Streams

Web Pages

Consumer Shift: Text Web Visual Web

The Visual Web

Social Networks

E-Commerce Networks Fancy

Wanelo Houzz

Niche Visual Networks

Mobile Photo Networks

Vs.  

•  Interest Graph

•  Public

•  Highly Viral

•  Organic

•  Evergreen Content

•  Inter-Connected

•  Social Graph

•  Closed

•  Not-Viral

•  Brand Driven

•  Ephemeral Content

•  Personal Relationships

VISUAL NETWORKS VS. FACEBOOK

70M+ Users

30M+ MAUs

$0.78 Rev/Pin

$169 AOV

90% Organic pinning

150M+ Users

16B+ Photos

1B+ Likes

257+ mins/month

225M Monthly visits

118M+ Blogs

53B+ Posts

80M+ Posts per day

91%+ Of Reblogged/Blogs

18 Mins/visit

VISUAL NETWORKS: SIZE & ENGAGEMENT

PINTEREST IS THE GOOGLE OF VISUAL WEB

10 Repins

On average a Pinterest Pin generated more than 10 Repins

On average a Pinterest Pin generated more than 78 cents in sales. This is up by 25% from Q4 ‘12

78 ¢ in Sales

On average a pin drove 2 Visits & 6 Pageviews 2 Visits

& 6 Pageviews *Study of sample customers since Feb, 2012

-50%

0%

50%

100%

150%

200%

250%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Study of a sample of retailers – 3 months before and after rich pins launch in May, 2013

82% JUMP IN REPINS FOR RICH PIN BRANDS

INCREASE IN REPIN/PIN

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

0 100 200 300 400 500 600 700

Perc

en

tag

e

# of days since original post

%  visits   %  pageviews  

50% OF VISITS HAPPEN AFTER 3.5 MONTHS OF FIRST PINNING

Visit Half life = 3.5 months

CUMULATIVE VISITS/PAGEVIEWS FROM SITE’S OLDEST PINS

50% OF THE ORDERS HAPPEN AFTER 2.5 MONTHS OF PINNING

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

0 100 200 300 400 500 600 700

Perc

en

tag

e

# of days since original post

%  orders   %  revenue  

Order Half life = 2.5 months

CUMULATIVE REVENUE/ORDERS FROM SITE’S OLDEST PINS

HOW TO OPTIMIZE YOUR WEBSITE FOR PINTEREST?

Implement Pin-It button on your

website

On-hover Pin-it Button

Merchandize Trending Pins

Pin-it Above the Fold

Ask visitors to follow you on Pinterest

Implement Rich Pins

Handle out-of-stock gracefully

Pin-it button on

your mobile site

A LARGE JEWELRY BRAND GENERATED 34% OF ORDERS THROUGH BOARD PINS

How did they do it?

Kept their boards fresh with in-stock products

Added a healthy mix of product pins that lead to their product pages

Used good pin descriptions to drive SEO

HOW TO OPTIMIZE YOUR PROFILE ON PINTEREST?

Pin often through out the day

Keep your boards fresh with

new pins

Full Pin Descriptions

Create new Boards

Convert Site Pinners into Followers by engaging with their content

Pin your most clicked Pins

Make sure pins point to the product page

Use keywords

from GA to select Board Topics

TOP 5 Recommendations

VISUALLY MERCHANDIZE YOUR

WEBSITE WITH TRENDING PINS

Immersive, Discovery Experience

Provide a visual discovery experience around highly relevant and socially

trending products

01

CONNECT WITH PINNERS VIA EMAIL

02

3000 Pins

16% Higher CTR

67% Higher Open

Rate

PICK THE BEST TIME TO PIN

03

0  

100000  

200000  

300000  

400000  

500000  

600000  

Pinners  and  Repinners  engaged  in  different  /me  intervals  for  Home  Decor  

#  of  Repinners  

#  of  Pinners  

BUILD YOUR COMMUNITY VIA

SELECTIVE, SEASONAL AND AUTHENTIC

CONTESTS

04

1,400 Participants

3.34 Pins Per

participant

6,000+ Pins

& Repins

475K Potential

Reach

2 Million Potential

Impressions

Per Promotion Average Stats

PRODUCT PINS TURN PINNERS INTO

SHOPPERS

05

Higher CTR

Higher Visitbility

Search Visibility

Price Alerts

A STUDY OF 150,000 INSTAGRAM POSTS FROM 200 BRANDS

What is the role of hashtags in post discoverability?

How do likes correlate with hashtags?

How are brands hashtagging the posts?

What opportunities exist?

How many posts are brands doing daily?

# of Hashtags

% o

f Lik

es

0%

5%

10%

15%

20%

25%

30%

35%

0 1 2 3 4 5 6-10 10-30

LIKES SEEM TO INCREASE WITH # OF HASHTAGS

Hashtags amplify context, discoverability & social engagement

% LIKES PER 100 POSTS

Lower confidence due to sparse data after 8 hashtags

HASHTAG USAGE IS UPSIDE DOWN: MISSED OPPORTUNITIES

of posts have no hashtags

of posts have <3 hashtags

~30% ~65%

# of Hashtags

% o

f Po

sts

HASHTAG USAGE FREQUENCY

0%

5%

10%

15%

20%

25%

30%

35%

0 1 2 3 4 5 6-10 10-20 20-30

% Frequency

>7 HASHTAGS MIGHT SEEM SPAMMY AND DIMINISH LIKES

0%

5%

10%

15%

20%

25%

0 1 2 3 4 5 6 7 8 9

Lower confidence due to sparse data after 8 hashtags

% LIKES PER 100 POSTS IN DIFF NUM_HASTAGS

# of Hashtags

% o

f Lik

es

>100% jump in # of likes even from just 2 to 3 Hashtags

ROI OF INCREMENTAL HASHTAGS

0%

20%

40%

60%

80%

100%

120%

0 to 1 1 to 2 2 to 3 3 to 4 4 to 5

% o

f Inc

rea

se in

Lik

es

# of Hashtags

% INCREASE IN LIKES WITH EACH NEW HASHTAG

MASTERY ON VISUAL NETWORKS

Post often

Use Hashtags

Identify your

Influencers

Run Contests & Sweepstakes

Run email marketing campaigns

Re-publish UGC content

Measure ROI

Turn your Advocates

into Followers

RESOURCES

www.piqora.com/resources  blog.piqora.com  businessblog.pinterest.com  @piqora  on  twiCer  Kelly  @Tribe2point0  (Pinterest  Expert)  

sharad@piqora.com

Thank You