Instead of chasing the next shiny object in social media marketing by posting tons of images to Pinterest, marketers should use Pinterest as part of a digital ecosystem, and only if it is relevant.
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The Pinterest Myth by Augustine Fou and Tugce Esener
1. The Pinterest
Myth Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
Tugce Esener
http://tr.linkedin.com/in/tugceesener
April 30, 2012.
2. Executive Summary
• Pinterest is the “media darling” of the moment; but
that doesn’t mean all marketers should chase this
current “shiny object” and waste dollars on it.
• For certain brands and types of products, Pinterest is
a great marketing tool; for others, not so much.
• Let’s first dispel the myths, then talk about best
practices, and identify ideal scenarios for brands to
use Pinterest to drive marketing and business impact.
April 30, 2012 2
5. Media coverage as “Top
Referrer” misleading
The darling network of brides-to-be, fashionistas and
budding bakers now beats YouTube, Reddit,
Google+, LinkedIn and MySpace for percentage of
total referral traffic in January, according to a
Shareaholic study. Source: Mashable, Feb 1, 2012
“Pinterest is the fourth largest
“Beginning this summer, Pinterest became source of traffic for Country
the top social referrer for Living, up 150% from August to
marthastewartweddings.com and the end of January, and accounts
marthastewart.com, sending more traffic for 3% of all referrals.”
Source: Mashable, Feb 26, 2012
to both properties than Facebook and
Twitter combined.” Source: Mashable, Feb 26, 2012
April 30, 2012 5
7. Pinterest compared to referrers
only, ranks in top 5, but still small
26.4% Facebook
7x Pinterest
3.6% Google
3.6% Twitter
3.6% Pinterest
April 30, 2012 7
8. Pinterest compared to all
traffic sources, is piddly
49% Google
(search)
1% Pinterest
1% Twitter
April 30, 2012 8
9. Pinterest is EVIL (unscrupulous)
Auto-followed 274 friends upon Auto-followed strangers and
sign up without first asking me posted to my Facebook timeline
April 30, 2012 9
10. Pinterest siphons traffic
LouisVuitton.com
Versace.com
Ferragamo.com
When users end up on Pinterest
instead of the brand’s website:
Source: Google Image Search
lower traffic and no analytics.
April 30, 2012. 10
12. Users already losing (p)interest
4.5
Visits per user /mo
11
Pages per visit /mo
Declining for 4
straight months
10
Average stay
April 30, 2012 12
13. Users losing (p)interest
Google Trends
search volume on “pinterest”
AppData
monthly active users
April 30, 2012 13
14. Users losing (p)interest – April update
Visits plateaued
Pageviews declining fast
Declining for 6
straight months
11 mins
Average stay
April 30, 2012 14
15. Kotex Pinterest Campaign
Claimed:
• “first Pinterest campaign in the world”
• 50 kits sent to influential pinners
• 2,284 interactions
• 694k impressions
Let’s take a closer look,
shall we?
April 30, 2012 15
16. Kotex Pinterest Campaign, con’t
No change in
search volume
for “kotex”
No change in
traffic to Kotex
website
April 30, 2012 16
17. Kotex Pinterest Campaign, con’t
0 Likes
72 Followers
Only 62 “kotex” pins
found, of which 4 pins
were related to the
campaign (8% of the
50 women contacted)
April 30, 2012 17
18. Kotex Pinterest Campaign, con’t
Turns out others found the
claims to be wildly
exaggerated too.
Source: Gavin Advertising
April 2, 2012
What worked was free
PR for Smoyz (agency)
16,000 google results
April 30, 2012 18
19. Takeaways
• Beware the agency(ies) that try to sell you
Pinterest campaigns.
• Question everything, especially the wild claims of
success by the very agency that made the campaign
• Look for suspicious things like the agency pitching
bloggers and media outlets to write about them
• Be sure to ask how the campaign will drive business
impact for you, instead of free PR for them (agency)
April 30, 2012 19
27. BAD Example: Oreos
Followers:
302
Likes:
48
• Nothing unique
• No strategy evident
(no clear path to
business impact)
April 30, 2012 27
28. Top Categories of Interest:
Food & Drink
Source:
SharedMost.com
April 30, 2012 28
29. Takeaways
• If your brand is content and visually driven (e.g.
magazine) Pinterest is a great, additional free
resource for promoting your content
• You still have to add value and provide something
unique; otherwise no one will follow you or “repin”
(help spread)
• Use Pinterest as just one part of a digital ecosystem
to drive users to your website where you have far
more detailed analytics.
April 30, 2012 29
30. Alternatives
to Pinterest
for Marketing
April 30, 2012 30
31. Google Images is just as
important for traffic (image SEO)
Google
(images, maps)
Delivers traffic
directly to your
site instead of to
Pinterest.com
April 30, 2012 31
33. Burberry
Google Images Pinterest
April 30, 2012. 33
34. Versace
Google Images Pinterest
April 30, 2012. 34
35. So What?
Instead of chasing the next shiny object in
social media marketing by posting tons of
images to Pinterest, marketers should use
Pinterest as part of a digital ecosystem, and
only if it is relevant.
- Dr. Augustine Fou
April 30, 2012 35
36. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an industry-recognized thought
leader in digital strategy, search and social media
marketing and former Group Chief Digital Officer of
Omnicom's Healthcare Consultancy Group. Dr. Fou has
over 16 years of management consulting and digital
strategy consulting experience, advising CMOs,
marketing executives, and global brands. He pioneered
the application of the Unified Marketing™ framework
to optimize marketing and advertising across traditional
and digital channels.
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
April 30, 2012 36
acfou@mktsci.com
37. Tugce Esener – System Buster Strategist
Tuğçe Esener is a system buster strategist for
communication strategies in digital ecosystems.
After working in the advertising industry in both
traditional network agencies and several digital
shops for 10 years as a copywriter/strategist/
account executive decided to start her own
agency.
SuperBeta is currently servicing several alcoholic
beverage brands and beverages.
Company: www.superbeta.me
Twitter: @tesener
Linkedin: http://tr.linkedin.com/in/tugceesener
April 30, 2012 37