facebook and pinterest marketing for merchants

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MonCon EAST | May 18–20, 2012 #MonCon #MonCon

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Timelines, ads, pin boards! How does a merchant make sense of all this social media stuff and what works? This session will walk through the fundamentals and examples of the two most important social media outposts for merchants.

TRANSCRIPT

Page 1: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

Page 2: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

Facebook and Pinterest Marketing for Merchants

Casey Carey, VP Marketing @caseycarey Dorothy Davis, Marketing Manager @dorothyd

Monsoon Commerce

Page 3: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s

AGENDA

Social Media Explained

Facebook

Ads

Pages

Pinterest

Q & A

Page 4: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon The journey begins…

Me Boss

Our social media drives tons of

customer engagement!

That’s great.

Me Boss

I need more budget make it

even better!

What do we get in return?

Me Boss

More customer engagement and

satisfaction!

How much is that worth?

Me Boss

Well, we don’t really know,

that’s really hard to measure.

Have you considered a

career change?

Page 5: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Social Media Can be a Little Complicated

Page 6: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Social Media Explained

I’m hungry, I want a donut #food

I like donuts

This is where I eat donuts

Here is a vintage picture of my donut

How are donuts made?

Here is a video of me eating donuts

Here is a donut recipe

My experience in cooking and eating donuts

I’m a Google employee that eats donuts

Page 7: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s

AGENDA

Social Media Explained

Facebook

Ads

Pages

Pinterest

Q & A

Page 8: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon

Rank Brand Facebook Likes (MM)

1 Coke 41.85

2 Disney 35.54

3 MTV 34.18

4 Converse 30.21

5 Starbucks 30.02

6 Red Bull 28.11

7 McDonald’s 19.59

8 Victoria’s Secret 18.52

9 Monster Energy 16.10

10 Wal-Mart 15.59

11 Zara 13.35

12 NBA 13.1

13 Subway 13.08

14 Burberry 12.83

15 Target 12.16

A few stats: 900MM users 27.9% of the U.S. display

advertising market, up from 21% in 2010

Mark Zuckerberg is now worth 21BN

Page 9: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s

AGENDA

Social Media Explained

Facebook

Ads

Pages

Pinterest

Q & A

Page 10: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Ads

Sponsored stories – show up in the stream

Ads – down the right-hand side

Log-off ad – large ad unit

Reach generator – post in the stream

Page 11: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Ads - Targeting

Location Country, city, state, radius, ZIP

Age and Birthday

Interests Activities, education and job titles,

pages they like or groups

Education Targeting Schools, majors, and status

Connections Targeting Page, Group, Event or App Friends of “Likers”

Page 12: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Ads – Key Uses and Stats

Q1 2012

Metric Change

CTR -8%

CPM 41%

CPC 23%

Page 13: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s

AGENDA

Social Media Explained

Facebook

Ads

Pages

Pinterest

Q & A

Page 14: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Welcome to the New Facebook Page

Cover Image

Profile Picture

Business Info

Views and Apps

Fans or Likers

Posts

Timeline

Page 15: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Cover Photo

Size – 851 X 315px

Showcase a unique image relevant to your brand

May not contain: Price or purchase

information Contact information References to

elements, such as Like or Share

Calls to action, such as "Get it now" or “Download"

Page 16: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Cover Photo

Page 17: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Cover Photo

Page 18: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Profile Picture

Size – now

180 X 180px

Shows up in your

fans' news feeds

Keep design

clean, iconic, and

easily

recognizable

Page 19: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Views and Apps Section

Size – 111 X 74px

Top 4 are shown, up to 12 total

Photos are always first

Creates navigation to other content from Timeline

Page 20: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Pin Content

Pin a Post to the top of the Timeline

Expires in 7 days Feature new

products, seasonal offers, sweepstakes, apps, etc.

Page 21: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Highlight Key Content

Highlight a Post Extends across

the timeline Feature new blog

posts, look books, events, and other news

Page 22: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Integrate Apps to Drive Timeline Engagement

Width – Narrow 520px Wide 810px

Default Apps are based on your Page category

You can create/add custom Apps

Each App has a unique URL – i.e. landing page

Page 23: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Integrate Apps to Drive Timeline Engagement

Page 24: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Integrate Apps to Drive Timeline Engagement

Page 25: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Facebook Pages – Make Creative Use of Your Milestones

A special kind of post

Automatically expanded to widescreen

Key moments in your brand's history

Page 26: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s

AGENDA

Social Media Explained

Facebook

Ads

Pages

Pinterest

Q & A

Page 27: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s AGENDA:

What’s All the Interest in Pinterest?

How Pinterest Works

Why Pinterest Matters

Best Practices & Brands Doing It Right

Key take aways

Q & A

Page 28: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Massive, Growing Audience

Source: ComScore

20 million unique U.S. monthly users

Page 29: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Investing for Growth

Pinterest raised $100M at $1.5 billion valuation

Page 30: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon The Buzz

"It was one of the most hotly contested and sought-after financing events in Silicon Valley in quite some time”

- Mike Jaconi, Rakuten

Page 31: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s

AGENDA

What’s All the Interest in Pinterest?

How Pinterest Works

Why Pinterest Matters

Best Practices & Brands Doing It Right

Key take aways

Q & A

Page 32: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Pin Your Images…

Page 33: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon …to Create a Pinboard

Page 34: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s

AGENDA

What’s All the Interest in Pinterest?

How Pinterest Works

Why Pinterest Matters

Best Practices & Brands Doing It Right

Key take aways

Q & A

Page 35: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Significant Referral Traffic

More referral traffic

than YouTube, Google+,

and LinkedIn combined.

Source: Modea

Page 36: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Key Benefits to Merchants

Drives Traffic

Links

Brand Discovery & Evangelism

Industry Thought Leader

Information About Your Buyers

Page 37: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s

AGENDA

What’s All the Interest in Pinterest?

How Pinterest Works

Why Pinterest Matters

Best Practices & Brands Doing It Right

Key take aways

Q & A

Page 38: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Best Practices

1. Get creative: Create boards with great content 2. Encourage pinning: Add share button to images 3. Get out there: Add button to site 4. Engage: Follow others, “Repin,” “Like” & comment 5. Use Keywords: SEO value 6. Cross-promote: Facebook Integration

Page 39: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Brands Doing It Right: Oreck

Page 40: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Brands Doing It Right: Home Depot

Page 41: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

today’s

AGENDA

What’s All the Interest in Pinterest?

How Pinterest Works

Why Pinterest Matters

Best Practices & Brands Doing It Right

Key take aways

Q & A

Page 42: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon Three Key Takeaways

20 Million Users Great Source of Referral Traffic Keep it Pinteresting

Page 43: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

Page 44: Facebook and Pinterest Marketing for Merchants

MonCon EAST | May 18–20, 2012

#MonCon #MonCon

Casey Carey (e) [email protected] (p) 971-255-5856 (t) @caseycarey Dorothy Davis (e) [email protected] (p) 971-255-5830 (t) @dorothyd

Please visit www.monsooncommerce.com/moncon to download a copy of this presentation, see pictures and videos, and tell us what you think about the conference.

thank you!