Pinterest and Instagram- Thoughts from the 2014 Social Media Insider Summit

By , On August 25th, 2014. In Industry Insights, Instagram Marketing, Pinterest, Pinterest Best Practices, Pinterest Marketing.

With more than 270 million active users between them, Pinterest and Instagram are two of the largest visual social networks on the planet.  And while they both offer rich visual experiences, the question brands continue to ask is: how are they similar, and what are the differences between them? That’s the question I explored at this year’s Social Media Insider Summit in Tahoe, CA.

Social Media Insider Summit

The Similarities: Positive Interactions, Rich Audience Interest Data

Pinterest and Instagram are happy networks, and interactions on these platforms are generally positive (especially when compared to Twitter or Facebook), mood-elevating, aspirational and inspirational.

Both are image and interest-based public networks, accessed primarily through mobile devices (75% for Pinterest and nearly 100% for Instagram,) and are unique in that users follow others primarily because of similar content interests, not personal relationships. This willingness to share and consume content outside of personal circles is remarkably high; more than 50% of Instagram profiles are public, and 50% of re-pinning on Pinterest happens outside of the feed.

From a marketer’s standpoint this makes for incredibly fertile ground. Users leave “trails” about their interests (such as hiking, prenatal yoga, barbeque recipes, or chaise lounges) on these networks, allowing marketers to segment audiences and create a targeted content marketing strategy. These “trails” also help brands identify and engage with specific influencers for different categories, gather insights into trending photos, and apply those insights to marketing on other channels.

The Difference: Instagram and Pinterest Occupy Opposite Ends of the Purchase Funnel

There are some fundamental differences between Pinterest and Instagram, especially as far as content types, content discoverability, and user intent are concerned.

1) Instagram is a visual moment sharing platform, where people take, post and share original photos. Pinterest is an inspiration collection network, where users Pin existing products, recipes and photos from the web. Bottom line: Pinterest is not for UGC, and Instagram is not for curation.

2) Content discovery on Instagram is driven by hashtags, not virality. There is no re-gramming, as the emphasis is on original content creation and sharing. Content discovery on Pinterest is driven by re-pinning and organic pinning directly from a website, as more than 90% of Pins originate from a website and 80% are repins.

To get noticed on Instagram, create and promote a compelling hashtag that reflects both your brand and the lifestyle it represents, for example #lifeinlevis. Great hashtags will get adopted by your audience, and more hashtags (up to 7) drive more likes.

To enhance your content’s discoverability on Pinterest, you should optimize your website for pinning, and Pin regularly across all your boards, as more Pins leads to more repins and clicks.

3) Instagram is a channel to build strong emotional bonds with your audience and engage in powerful visual storytelling. It’s a very “human” network, and brands have to act like humans when it comes to posting on Instagram. This starts with following general etiquette, such as not posting more than a few times a day. Another important factor is consistency; pick a theme, and stick to it for a period of time. Doing so builds recognition and helps followers learn what to expect from your brand, while bouncing from theme to theme can confuse users and cause un-follows.

Finally, for content to succeed on Instagram, it needs to be ‘relatable,’ and should feel like a human took that photo in the moment. Photos should have a person in it, or look like they were taken from a person’s perspective.

4) Pinterest fuels mid-to-bottom funnel types of interaction, and e-commerce, retailers, publishers and travel brands can use it to drive social engagement as well as direct response metrics such as clicks and sales. To maximize returns from Pinterest, brands should consider distributing the best content from their website and catalog consistently on Pinterest, as it lives for a very long time! 50% of clicks come from Pins that are more than 2.5 months old, and 50% of revenue from Pinterest is generated by Pins that are older than 3.5 months.

What About Ads?

Pinterest and Instagram are both in their second phase of rolling out an advertising program. They have completed initial testing with select partners,and are now scaling those programs to Long Tail advertisers. Pinterest recently extended their Promoted Pins product to CPC ads that are available to any advertiser, while Instagram is hinting at a broader advertiser program with the launch of their campaign tracking dashboard.

Summing Up: Use the Right Tool for the Right Job!

Brand marketers looking to drive metrics such as awareness and brand recall should seriously consider experimenting with Instagram, and success will come as you tweak your creative to find the vein that resonates with your community. Direct Response marketers interested in clicks, sales and conversions can harness the massive potential of Pinterest to promote their products, turbocharge referral traffic, increase average order value, and drive sales.

 

Live Promotions from Expedia, New Amsterdam, Pet Supplies Plus and Joe’s Jeans

By , On August 25th, 2014. In Pinterest Promotios.

Here are 4 of the best Pinterest and Instagram campaigns that Piqora customers have recently launched.

Expedia #throwmeback Promotion

Expedia #ThrowMeBack Instagram Promotion
Expedia ​is taking advantage of the #TBT trend on Instagram. By asking followers to share a #ThrowMeBack photo of their favorite summer memory, they are tapping into the power of nostalgia to drive participation. This is a great example of best practices for Instagram promotions.

 

New Amsterdam It's Your Town Promotion

New Amsterdam #ItsYourTown Instagram Contest
New Amsterdam offers to throw a cool New York party in a lucky winner’s hometown with their #ItsYourTown photo contest. ​ This promotion looks to leverage local pride, and the heavy use of location hashtags on Instagram.

 

 

 

Pet Supplies Plus Pinterest and Instagram Promotion

Pet Supplies Plus Be Our Neighbor Instagram and Pinterest Promotion

Adorable pet photos on social media have been driving traffic since at least 2007. Pet Supplies Plus invites their audience to share a photo alongside their furry friend on Instagram and Pinterest to take advantage of a fundamental force on the web. The promotion is simple and makes use of people’s natural tendency to celebrate their pets.​

 

 

 

 

Joe's Jeans #JustAPerfectDay

Joe’s Jeans #JustAPerfectDay Instagram Contest
What does a perfect day look like to you? The beach? A picnic? A trip to the mall? Joe’s Jeans asks Instagram followers to submit photos of #JustaPerfectDay for a chance to win gift cards, tapping into the universal love of weekends with a great hashtag strategy for this campaign.

Instagram Photo Contests: You Don’t Need a Big Prize to Enjoy Huge Success

By , On August 22nd, 2014. In Industry Insights, Instagram Analytics, Instagram Marketing, Piqora Features.

 

#ThePoshLife Contest Page

It turns out that for Instagram photo contests, a huge prize doesn’t necessarily guarantee massive participation. In our recently completed study of 100 Instagram photo contests, the largest prize offered was valued at several thousand dollars, which generated fewer than 100 participants. In fact, of the top 10 performing contests (ranked by participation), only three offered a prize valued at $1000 or more, and the rest were significantly less than that.  This might sound counterintuitive, especially for brands with experience running promotions on Pinterest, where prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000, and 5x more than prizes worth less than $500. On Instagram, however, the landscape is much different.

Great prizes don’t have to cost an arm and a leg. Gaiam rewarded weekly winners with yoga products from their line as part of their highly successful #YogaForEveryone contest

Great prizes don’t have to cost an arm and a leg. Gaiam rewarded weekly winners with yoga products from their line as part of their highly successful #YogaForEveryone contest

We aren’t saying that the prize isn’t a factor for a successful promotion. The average value of a contest reward on Instagram is about $850, and sometimes going above that benchmark can pay off big. Brilliant Earth gave away a $1000 gift card as part of their #BrilliantLove contest,  generating 13X the number of participants, 6X the Likes, and more than 8X the number of user submitted photos as the next-highest performing contest.  However the other contest was no slouch, with more than 3,000 participants submitting over 6,000 photos which generated nearly a quarter of a million likes and nearly 20,000 comments. And the cost of the prize for this phenomenal level of engagement? About $100. The key takeaway here is that there are other elements that will play a much bigger role in the success of your promotions, such as:

Having Clear Objectives and Designing Your Contest to Reach Them

The results of your contest are dictated to a huge degree by how you design it, and what you want it to achieve. For example, if your goal is maximum participants, choose an appealing, brand appropriate theme with a catchy hashtag, ask entrants to take a selfie anytime, anywhere, and tell them that the winner of the contest will be selected at random. Why? Because all of these factors create a low barrier for entry.

By selecting a brand appropriate theme and a unique, memorable hashtag, entrants will clearly understand the style of images your brand wants for your contest and will remember how to submit them. Selfies are the easiest type of of picture to take, especially if you don’t require them to be taken at a particular time of day, location, or with anyone else. And a randomly selected winner signals to participants that simply entering the contest ensures they have just as good of a chance of winning as anyone else.   On the other hand, if your goal is to utilize your contest to source great quality UGC, your approach should be different. For example, having a judged contest is a great way to nudge up the quality of photo entries, as participants know that in order to win, they will have to come up with more creative pictures than anyone else.  A few other things to bear in mind that can make a major difference in designing your contests include:

- The vast majority of Instagrammers are Millennials (more than 90% of Instagram’s user base is under the age of 35), so if you are targeting them make sure your creative is edgy and interesting.

- “Selfies” have the lowest barrier to entry, as they are the easiest to take, while photos that involve other people, are time-of-day or location dependent (i.e. sunsets, moons, landmarks) are naturally more difficult.

- Sweepstakes are best for maximum participation numbers, but if you’re after great quality UGC, judged contests are the way to go. – Long-running contests should have a place in your overall contest and community strategy but should not be overdone, as they can lead to fatigue.

Your Audience, and How You Promote Your Contest

Cross-promoting your Instagram contests across all of your social channels is one of the most powerful tools for fostering success. Doing so at the beginning of your contest and several times throughout aids performance and is a great way to encourage your fans on other networks to follow your brand on Instagram. And while having a big existing audience is a distinct advantage, the power of cross promotion is universal, as evidenced by the fact that a contest ran by a brand with roughly 1300 Instagram followers and 500,000 Facebook fans was able to generate more participation than a one with more than 1,000,000 Instagram followers and 21,000,000 Facebook fans. Here are some other great ways to create buzz around your Instagram contest:

- On the first day of your contest, post an image with your contest’s official rules and entry requirements.

- While Instagram is mobile dominated, you should design your contest creative in such a way that it can be used on web landing pages and as a post on Instagram and Twitter

- Post a high quality photo of your contest prize with a caption explaining the rules and other contest details; this is a great resource for entrants to refer back to if they have questions about your contest.

- Temporarily update your Instagram bio during your contest to include a call to action, your contest hashtag, and any links that are relevant to your contest. Doing so notifies anyone who visits your Instagram profile of your contest, and can help drive more entries.

A Great Hashtag   Hashtags are critical for successful instagram contests. They help people find your contest and build conversations around it, and they are the vehicle by which your fans submit their entries. While you can’t “own” a hashtag on Instagram (or any other social network for that matter), it pays to take time to select a hashtag that isn’t likely to be used by anyone else. If your hashtag isn’t unique and distinctive, your contest can fade into the background noise of larger conversations. Additionally, you run the risk of picking a winner who just happened to use that hashtag for some other purpose, and wasn’t really a contest participant.   Choosing the right hashtag doesn’t have to be complicated. Just remember that you’re asking fans to type it into their mobile devices each time they snap a photo to participate. Making your hashtags catchy and easy to remember will help you maximize the number of entries your contest receives. Some key learnings from our hashtag research include:

- Incorporate your brand’s slogan, or if appropriate, abbreviate your brand name (i.e Lululemon becomes #Lulu)

- Incorporate the name of your contest, i.e What Are Your Habits? becomes #thisismyhabit

- Use dates and places for campaigns at live events (i.e., #SFGiantsGame6)

- Investing in a hashtag tracking tool can greatly enhance effective contest management

- For more data about hashtags, download Piqora’s Instagram Hashtag Report

Photo contests are an awesome tool for building audiences, increasing brand visibility, and tapping into original, highly creative user-generated content on Instagram. The data and techniques discussed here are just a small portion of what will be available in Piqora’s upcoming, in-depth guide to best practices for Instagram contests, so stay tuned!

Thoughts from eTail East on Marketing, Eating and Philadelphia

By , On August 19th, 2014. In Industry Insights, Instagram Marketing, Pinterest Best Practices, Pinterest Marketing, Piqora Features.

2014-08-12 12.19.11 One of the great things about working in marketing is having the opportunity to travel to conferences and symposiums. Last week I had the pleasure of speaking at the eTail East Conference in Philadelphia. eTail is a medium sized, focused event aimed at helping eTailers develop their skills, evaluate their process and learn about new channels and technologies. In addition to the delicious food that I’ll flood the end of this post with, Philadelphia was truly a great host for the event, and I’m left with a really positive impression.

Nick Mueller and I kicked off the week with a brand new presentation on Pinterest and Instagram: Marketing on Where Your Audience Looks. It’s a really fun, quick talk that really hits a couple key notes about just how much value there is for brands on these two visual networks. This turned out to be a big theme for conversation for the whole week. It seemed like every other marketer that I talked to mentioned how Pinterest was now one of their biggest traffic (and revenue!) drivers and how great a fit it was for their audience. It was great to hear about how marketers are finding success in different ways.

[slideshare id=37857546&doc=etailpreso-140810231329-phpapp01]

Jill Renslow from Mall of America gave a great presentation on how MoA is using mobile to help their customers find parking, book reservations for dinner and generally engage with the Mall in a way that creates real affinity. How cool is it to go shopping, tweet about it, then run into an iPad-toting mall employee who hands you a $100 gift card?

I also spoke with a couple of women from Steven Singer Jewelers, and wow, what a message. Their brand screams “I HATE STEVEN SINGER” on billboards, their website and even their business cards. It’s a clever message that puts the psuedo pain that their customers feel when spending more than they might otherwise want to on necklace or gold dipped rose for the special person in their life.

These events are always a great way to pull your head out of the day to day of your daily role and learn a little bit. I find that they also humanize many of the relationships that I have with people. Too large a percentage of our interactions these days take place through a keyboard and a screen and the opportunity to meet face to face, shake hands and share a laugh is not to be discounted. Add to that the chance to sample the local cuisine and you’ve got what can only be qualified as a great week. If we met at eTail, let’s stay in touch! You can find me on Linkedin, Twitter, or shoot me an email. And if you’re interested in Piqora let me know and we’ll set you up with a demo.

More from the trip:

We had great seafood all week, especially this great Hot + Cold Seafood Platter at R2L:

2014-08-11 19.45.26

Philly is a great city for any architecture buff:

2014-08-10 17.53.29-2

Philly sports fans are as passionate (and angry) as they come. But they have a beautiful stadium, as shown here:

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And what would a trip to Philly be without a pilgrimage to the Rocky statue?

2014-08-10 17.25.14

Thanks for reading!

Pinterest Marketing: Pinterest Unveils Messages. What Does This Mean for Your Brand?

By , On August 12th, 2014. In Pinterest, Pinterest Best Practices, Pinterest Marketing, Pinterest Promotios.

Pinterest recently debuted their message feature, which allows Pinners to have one-on-one or group conversations about specific pins. This enhances their “Send a Pin” feature, which is wildly popular (with more than 2 million pins sent via the service every day) but was heretofore limited in the sense that users couldn’t really continue the conversation around pins once they had sent or received them. Now, users and brands can keep conversations around their favorite products going without having to leave Pinterest’s site.

Pinterest’s messenger comes with some pretty awesome features. Pinners can interact with pins directly in the message feed, save pins from messages to their own boards, click on pins to see their source, and send entire boards or user profiles to their friends. The platform supports group chats of up to 10 people, and Pinterest incorporated its Guided Search feature directly into the messages field, so users can discover and share content in real time that is relevant to the conversation they are having.

What Pinterest Messages Are, and What They Aren’t

For brands hoping that Pinterest messages will be a megaphone to reach a huge audience of Pinners, prepare to be disappointed; they are, by design, intimate. In order to participate in direct messaging, the user must be following the brand, and vice versa. This was done to preserve the Pinterest experience, and protect users from the potentially spammy applications of messaging. That said, on Pinterest a whisper can be much more powerful than a shout, and this new feature goes a long way towards transforming Pinterest into a commerce-enabled collaboration tool where people can get together to discuss (and buy) their favorite things.

What Pinterest Messages Mean for Brands

The implications that Pinterest messages have for marketers are huge. Imagine the power of being able to have intimate conversations with your brand’s key influencers directly on Pinterest, fostering deeper relationships with them and quickly building a network of brand advocates. Messages also have the potential to be a huge audience builder, as a non-user who gets a message from a friend will receive a link to check it out on Pinterest. You might consider running a Pinterest promotion to capitalize on this new feature and its potential for viral growth, as you can now message individual participants to thank them and encourage them to share the promotion with their friends, drawing those friends to your Pinterest profile.

Instagram Marketing: Brand Activity on Instagram is Closing in on Facebook

By , On August 8th, 2014. In Industry Insights, Instagram Marketing.

Facebook Vs. Instagram

It turns out that most marketers can’t run ads on Instagram isn’t slowing down brand activity on the network. According to a new study released by Adweek, the gap between brand activity on Instagram and Facebook is getting narrower.

This may come as a surprise, since Facebook generates more than half of its revenue from mobile advertising ($1.37 billion in Q4 2013.) And yet the study (which focused on U.S. based brands in Q2) reveals some incredible stats:

  • Brands posted to Instagram 493,000 times, a 49% jump over last year
  • Facebook generated 2.5 million brand posts, a growth of 22%
  • Brand pages on Facebook accrued 6 billion actions (likes, comments or shares), while Instagram totaled 3.4 billion actions (likes, comments)
  • Facebook had 2,396 actions per post, while Instagram racked up 6,932 actions per post

There are several key takeaways here. It’s hardly surprising that the total number of posts and actions are higher on Facebook, given the huge gap in user base (1.37 billion monthly active users vs. 200 million on Instagram.) What is amazing is that despite having fewer than 15% of the monthly active users that Facebook does, brands on Instagram got more than 56% as many total actions on their posts. In other words, Instagram is tripling Facebook’s engagement per post.

What this Means for Your Instagram Strategy (or, How to Bring Your Audience FROM Facebook TO Instagram)

Consumers are shifting to Instagram and other visual social platforms in ever-increasing numbers, and marketers are following them; a 2014 survey of 249 top fashion brands found that 93% of them had Instagram accounts, up from just 63% in 2013. Harnessing this shift and encouraging your Facebook fan base to also become active on your Instagram profile should be a top priority!

Photo contests are a great way to jumpstart audience building on Instagram. A well executed photo contest on Instagram that’s promoted on Facebook, sharing the best Instagram contest photo of the day for example, is the best way to migrate latent fans over to the more engaged network.

While cross-promotion on Facebook drives awareness among your fans on that platform, it’s also important to engage with your Instagram audience directly by liking and commenting on their submissions and even following some users back. That’s the beauty of marketing on Instagram; it’s all about being a conversation leader, and engaging with your fans personally. You can individually tailor your comments on fan’s submissions, building and fostering powerful relationships with your audience.

For more information on how to grow your success on Instagram, check out our Definitive Guide to Instagram Photo Contests.

Pinterest Marketing: Why You Shouldn’t Bother Tracking Keywords

By , On August 1st, 2014. In Pinterest Analytics, Pinterest Best Practices.

For brands beginning to market on Pinterest, it may be tempting to follow prior experience with other platforms and rely on keywords to track performance. And that would be a mistake.

Keywords on Pinterest come from two sources: your pin’s description, and the comments that users leave on your pins. If your pin comes from a website (as more than 90% of pins do), your Pinterest keywords will automatically populate from the existing product description. This makes keyword optimization largely redundant, as the product description will remain exactly the same no matter how many times that image is pinned. And if you’re planning to adjust your content strategy based on tracking keywords in customer’s comments on your pins, don’t bother; less than .1% of all pins ever receive even a single comment.

Where Keywords Appear on Pinterest

So while keywords play a role in search on Pinterest (as opposed to Twitter or Instagram, which build conversations around hashtags), if you focus too much on them, you risk ignoring key elements that will have a much greater impact on your brand’s success on Pinterest. Here’s why.

Content Discovery is Fundamentally Different on the Visual Web

Keyword based search is designed for a text-centric internet, not the visual web. Pinterest is about being inspired by what you see, not what you read. The content that rises to the top will be beautiful images that consumers see, love, are inspired by, and share with their friends.

This is corroborated by the recent updates to Google’s Panda, Penguin, and Hummingbird search algorithms. These changes shift away from keyword stuffing, instead rewarding quality, original content that real users are interacting with. This is great news for Pinterest marketers, as Pinterest allows Google’s search to crawl their site, and as a result many boards are showing up in Google search results.

The bottom line is that content trumps keywords, so focus on producing and optimizing fantastic, quality creatives! Good creatives inspire action, and action is what you really want on Pinterest.

Fans love to engage and interact with quality, beautiful photos of products that they love.

Fans love to engage and interact with quality, beautiful photos of products that they love.

What Pinners Do is Even More Important than What They See

Pinterest can be a marketer’s best buddy, driving four times more money per click than Twitter and 27% more than Facebook, reflecting the extraordinary level of engagement of consumers on the platform. So rather than spending your time focusing on keyword research for Pinterest, dig down and see who is really interacting with your content. As we’ve talked about before, your brand has legions of people who love you. These are real people, with real friends, and they are talking to those friends about your products. Focus on engaging with these “Brand Advocates,” harvesting their invaluable feedback, and using it towards optimizing your brand’s Pinterest content strategy.

Great content connects to passions. These beautiful wedding pins inspire consumers to engage with products that they love.

Great content connects to passions. These beautiful wedding pins inspire consumers to engage with products that they love.

A final takeaway for marketers is that on Pinterest, keywords are like movie tickets. They get you in the theatre, and make sure you’re in the right seat. But when the lights go down, the big show isn’t the stub in your pocket, it’s what you’re looking at on the screen.

About the data:
This data is based on original research from Piqora’s data science team. 

Pinterest Marketing Study Revenue-per-Pin Up 67%

By , On July 31st, 2014. In Pinterest Analytics, Pinterest Marketing.

Revenue Per Pin

According to data pulled from more than 400 Piqora customers, the average Revenue-per-Pin grew 67% from January to June 2014. Pinterest is driving more revenue than ever before. In addition to increased revenue, we’ve seen that the average value of e-commerce orders grew 8.3% and the conversion rate grew 4%. For large e-commerce brands that are active on Pinterest, these increases represent hundreds of thousands of dollars in incremental revenue.

What is Revenue-per-Pin?

Revenue-per-Pin is a metric that is a part of the Piqora Pinterest marketing dashboard. The metric is calculated by using the number of pins that a brand publishes on Pinterest divided by the total revenue from Pinterest referral traffic. Data from this study is based on brands who have connected their Google Analytics, Omniture or Coremetrics account to Piqora.

In addition to discovering new products and brands on Pinterest, consumers are increasingly buying the products they find.

What Revenue-per-Pin metric helps answer is the frequently asked question, “What is the ROI of social?”

Yep, Pinterest Referral Traffic is Growing Too.

Overall referral traffic from Pinterest has grown significantly. The average Visit-per-Pin increased 172% and the average Pageviews-per-Pin jumped 304% over the same time period.

This shows each pin is driving more traffic back to brands’ websites and each visitor is viewing significantly more products than ever before. Yeah, that’s pretty exciting.

“Brands are looking for real ROI from their marketing efforts and Pinterest delivers just that. Not only are marketers achieving a tremendous branding footprint via pins and repins, but they are also able to drive traffic with purchase intent. Brands will continue to prioritize and rigorously track business metrics like revenue and traffic, not only follower counts – which is exactly what Piqora helps brands accomplish,” said Piqora CEO Sharad Verma.

If you’re interested in learning more about the value Piqora can bring to your business or to request a demo, please visit here. If you have any questions, feel free to give me a shout on Twitter at @luckyandi or @piqora.

About the data:
This study is based on original research from Piqora’s data science team. The data comes from Piqora customers who’ve connected their e-commerce data from Google Analytics, Omniture, or Coremetrics. The sample included 45% apparel brands, 25% home decor brands, 20% retail brands and other categories.

Follower Count is Bullshit

By , On June 23rd, 2014. In Industry Insights.

Like most marketers (myself included), I’d guess that you’ve invested significant time and money in social media over the last few years, in search of “social media success.” But what is social media success? Lots of retweets? A legion of followers? A viral dance video? It was with this challenge in mind that I quickly favorited a tweet from one of my favorite marketing follows, DJ Waldow, that pointed to a presentation created by a social media expert named Mackenzie (Mack) Fogelson, Founder and CEO of Mack Web. The presentation, startlingly titled, “Why Follower Count is Bullshit,” pulled me right in. In it, Mack details her journey on social media and what she’s learned about measuring the impact of the resource investment on the different platforms.

I was inspired to learn more:

I enjoyed it so much that I reached out to Mack directly. It turns out this presentation had taken on a life of its own, having been viewed nearly 20,000 times as of this posting. It’s clear that this is something many marketers are dealing with, and I was thrilled when she agreed to share the presentation, along with her stories and experiences behind it, with our audience (you!) in a webinar format.

How to take part:

So join us! We’ve put an hour on the calendar on July 24th at 11am PT/2pm ET for Mack to walk us through her story and to take questions.  If proving the value of social to your team is something you’re interested in, you won’t want to miss it!

Pinterest Trends Webinar Q+A

By , On June 18th, 2014. In Pinterest, Pinterest Analytics, Pinterest Best Practices, Piqora Features, Piqora How To.

Screen Shot 2014-06-18 at 3.27.43 PM

It was my pleasure last week to deliver a webinar on our new Pinterest Trends product with our Head of Customer Success, Tom Logan. We received a great deal of questions, many of which we answered on the call, but others that we weren’t able to get to. Below you’ll find a full response to the questions that followed the presentation. Thanks again to those who attended, and if you didn’t, it isn’t too late!

Pinterest

Q: What is the male/female breakdown of users on Pinterest?
A: 86% Women, 14% Men logging in on a monthly basis.

Q: Do you have info on the average number of followers for the average american Pinterest user?
A: A recent study showed that the average user had 67 followers.

Q: Do you know what percentage of Pinterest users utilize the app?
A: According to Sarah Perez of TechCrunch, Pinterest “is seeing more than 75% of its usage come through mobile applications.” Pinterest has declined to comment on this statistic, however.

Q: How are companies tracking sales conversions from Pinterest? Google Analytics?
A: You can connect your GA or other analytics solution to Piqora to link up revenue with your Pinterest data.

Q: You say that Pinterest is somewhat of an extension of a brand’s product page…is that really beneficial for the brand if the traffic isn’t being led back to their website?
A: Traffic is typically driven back to the website, which brings the obvious value, but it also functions as an online catalog for potential customers.

Q: Question: Can you recommend a good ratio of brand pins on a brand board, to repins from others/influencers/etc.?
A: Each case is unique, but in general it’s smart to do A/B testing to determine what works best for your audience. Feel free to contact our CSM team to discuss specifics.

Q: Can I use Piqora to manage multiple brands?
A: Absolutely! You can add separate brand domains and toggle between each brand at the top of the page. It’s a very easy process.

Q: What’s the rule of thumb regarding the number of boards you have – less is more or the sky’s the limit?
A: Test, test, test! It’s a good practice to create new boards when you have new lines or categories, but the key is to pin consistently.

Q: Will the new API allow us to analyze our followers demo, geo, and time on the site similar to FB Insights?
A: Much still remains to be seen but more data should be available as we go forward.

Piqora

Q: Can you explain the differences between Piqora and Curalate?
Q: What are the general prices to have access to analytics?
Q: How does your pricing work for this new platform?
Q: what are the price options for your services?
Q: Can you give us a live demo of the dashboard that editors and content providers would see?
Q: Can you talk about differences in pricing based on which networks we’d want to use piqora for? We don’t use Tumblr. If we only wanted Pinterest insights, is that available as a stand-alone? Thanks!
A: Please contact our sales team to discuss pricing, product comparisons and other subscription information.

Q: Can you speak to the success your clients have had with rich pins vs. traditional pins?
A: I can’t speak directly to this, but in general I’d encourage individuals pinning on behalf of a brand to include lots of details in the description. One fun fact about rich pins that include pricing information is that individuals who’ve pinned a particular item in the past are alerted when that pinned item goes on sale. This essentially acts as a mass announcement for your sale items.

Q: Does Piqora have an editorial scheduling tool?
A: Yes! Our Smart Scheduler automatically posts for you at the times that your audience is most engaged.

Q: is there more tailored advice available for Piqora customers? Are you our marketing partner?
A: Absolutely! Our CSM team is dedicated specifically for this purpose. They’re available as your social media strategists and are focused on helping you maximize your investment on your social channels.

Q: Does Piqora provide insights on specific “Pinfluencers” a brand should be engaging vs. just data on which posts are optimal?
A: Yes, there is a great deal of insight on “Pinfluencers” in the tool.

Q: Did you say this product also has pinterest analytics like how many repins per pin, pins from website, etc.?
A: Yes! Feel free to reach out to our team directly for more info about these metrics.

Pinterest Trends

Q: How do I create a bucket?
Q: How do you create these buckets?
Q: How do I access buckets?
A: Click add bucket in the Piqora dashboard, add applicable profiles (it will map automatically) and continue to add them until you have a fully populated bucket.

Q: When you create a “new” bucket, will it mine historical data, or just data available from the time it’s created and forward?
A: The data starts being collected when you create the bucket.

Q: To what extent does this integrate with Google Analytics?

A: The Pinterest Trends product itself is designed to enable brands to benchmark their Pinterest presences vs. a bucket designed specifically by that brand. We can’t track website traffic comparatively because we’d need to connect the actual GA ID’s in order to do this, and this is private information. Our dashboard, however, enables you to connect your brand’s GA account to closely monitor website traffic from Pinterest along with last-click attributed revenue from the site.

Q: How do you see Piqora trends benefiting brands that don’t have a consumer product to offer. I know you used examples such as GE and Sharpie, but do you see this also being helpful for travel and tourism brands such as destinations.
A: Absolutely, travel and tourism is a great fit for Pinterest as the visual aspect of travel plays extremely well on the platform.

Q: Does the list of companies that I want to add to the bucket need to be a customer with Piqora?
A: No, you can measure any company with a Pinterest account.

Q: Can this tool provide demographic information on users that have pinned?
A: Nope, it cannot. This is not information that Pinterest has opened up access to as of now.

Best Practices

Q: Can Bluetooth Technology companies utilize Pinterest effectively?
Q: What are some of the top publishers on Pinterest?  Any similarities between the leaders in that industry?
Q: Who within the food marketing space is utilizing pinterest well?
Q: How can businesses that are service based utilize Pinterest for Marketing?
Q: Is there a key to difference in successfully utilizing Pinterest as B2B as opposed to B2C?
A: When it comes to nontraditional Pinterest usage, companies can expose the people within your organization to your users, find uses for their products or services that are visually appealing or simply share interesting facts. Test!

Q: When you talk about key influencers, do you value activity over audience size? what’s the best way to know who to get behind your brand?
A: We value both. It’s going to be different for every brand but you can’t go wrong targeting users that are both highly active and have large audiences.

Q: Do you suggest including price on the pin image of a product?
A: We’ve seen brands who’ve had great success with this but have also seen some users put off by it. Test it with your audience and compare the metrics!

Q: Do you typically recommend adding the majority of your product catalog to pinterest, or is that considered spammy? That is, what’s a good ratio to aim for in terms of how much a company adds itself vs. how much users pin from our site themselves?
A: Good question. I wouldn’t say it’s considered spammy at all if you’re pinning these items over a certain duration of time. Everything on your website in one day? Very spammy. Lots of product pins mixed with complimentary content that’s interesting to your demographic over time? Not spammy at all! Don’t worry about duplicate pins from users vs. a brand. There’s no downside, and we dedupe these images within Piqora’s dashboard for ease of tracking.

Q: Our brand has several different businesses within it; there isn’t a direct competitor to us. several of our individual units have a couple competitors, but nothing like coke vs. pepsi. any suggestions for filling a bucket?

A: Sure! How about brands within your extended vertical that you’d like insights on? What about top performing brands on Pinterest…what’s their approach?

Q: What’s the best way to get your pins to show up on searches? How do you know which words people are using for searches?
A: The best way to up your “searchability” is to include more details in the descriptions of your pins. I’d recommend staying away from hashtags on Pinterest as they don’t function smoothly. We don’t identify trending searches, but I’d recommend not trying to include search terms that aren’t a natural fit with your brand.

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