This document was used during a webinar by Pinfluencer. We covered Best Practices for Contests and Sweepstakes in Pinterest, as well as some important data about Pinterest itself. To view a video recording of the webinar, visit:

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 #PFWebinar

3. What We’ll Cover Today
1. Pinterest. Who Cares?
2. Common Mistakes & Challenges
3. Developing Strategy
4. Pinterest Promotions Best Practices
5. Pinfluencer – Our Technology
6. Questions

4. Audience Poll #1 & 2

5. Pinterest. Who Cares?

6. Social is Constantly Evolving
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

7. Some Important Data About
• 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

8. Some Important Data About
These 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. Some Important Data About
Click traffic from Pinterest
Average Page views / visit
7.0 4.1 2.7
AOV
(Average Order Value)
$169 $95 $71
1,000M
User Base % of 11%
By Network Socially
550M Driven
Shopping
Sessions 86%
25M
Source: Rich Relevance

10. Audience Poll #3 & 4

11. Common Mistakes & Challenges

12. Common Mistakes & Challenges
1. Lack of defined goals and objectives
2. Poor user experience and weak prizing

13. Common Mistakes & Challenges
1. Lack of defined goals and objectives
2. Poor user experience and weak prizing
• Content irrelevance
3. Using one image to pin/promote
4. Inadequate promotion to drive traffic
5. Treating like other social channels

14. Common Mistakes & Challenges
6. Too few campaigns
• Time consuming and resource constrained
7. Lack of executive buy-in & support
• Education and ROI case-making
8. Resource intensive
• Analytics
• Content Management

15. Developing a Promotions Strategy

16. Pinterest Promotions Strategy
1. Identify Biz Objectives & Define Success
2. Optimize Content
3. Promote, Promote, Promote
4. Test Best Practices. Iterate and improve!

17. Identify Biz Objectives & Define Success
Retailers Publishers & Brands
Media
• Website Traffic • Website Traffic • Awareness
• Conversion • Pin/Re-pin rates • Engagement
• + Transaction Value • Viral Reach • Viral Reach
• Store Traffic • Trial
Grow Followers • Retail sales
& Engagement

18. Optimize Content and Messaging
People are on Pinterest to:
Top Categories
 Discover on Pinterest:
 Share  Home
 Arts & Crafts
 Remember  Fashion & Style
 Food
 Inspiration & Educ.
Think like your audience.  Holiday & Seasonal
 Humor
 Products
 Travel
 Kids

19. Optimize Content and Messaging
 Weddings
 Great Prize
 Clear CTA’s
 Good UI

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

21. Promote!

22. Pinterest Promotions Best Practices

23. Best Practices
1. Combine Contest & Sweeps elements
Contests Sweepstakes
• Entries judged • Winners awarded at random
• Winners awarded on merit • Entry rates ~ 25%
• High quality submissions • Lower avg submission quality
• Ability to leverage “celebrity • Can provide many chances for
judges” participants to win
• Entry rates ~ 1-5% • Must provide alternate form
• Some chance of self-defeating of entry
thought preventing entry
• Time consuming to manage

24. Best Practices
2. More chances to win = higher entry rate

25. Best Practices
3. Picking the right promotion type
Board Creation

26. Best Practices
3. Picking the right promotion type
Re-pin from Board(s)

27. Best Practices
3. Picking the right promotion type
Pin from Website

28. Best Practices
3. Picking the right promotion type
Scavenger Hunt

29. Best Practices
3. Picking the right promotion type
Re-Pin Pin to Win

30. Best Practices
3. Picking the right promotion type
Follow Us &
Follower Goal

31. Best Practices
3. Picking the right promotion type
Ongoing
Pinner of the week

32. Best Practices
4. Simple UX & Clear Creative


33. Best Practices
4. Simple UX & Clear Creative


34. Best Practices
4. Simple UX & Clear Creative


35. Best Practices
5. Legal/T&C’s only enforceable with “opt-in”

36. Best Practices
6. Test and Optimize different contest Pins

37. Best Practices
7. Comment/Like on participants pins during event

38. Best Practices
8. Best Ways to Cross Promote with FB
Host on
Custom
Page (Tab)
Facebook
Ads
Frequent
Posts

39. Best Practices
1. Combine Contest & Sweeps elements
2. More chances to win = higher entry rate
3. Picking the right promotion type
4. Simple user experience & clear creative
5. Legal/T&C’s only enforceable with “opt-in”
6. Test and optimize different contest Pins
7. Comment/Like on participants pins during event
8. Best Ways to Cross Promote with FB

40. Pinfluencer – Our Technology

41. Discovery Marketing and Analytics Suite

42. Discovery Marketing and Analytics Suite

43. Analytics
KPI’s & Trends

44. Analytics
Boards
Pins

45. Analytics
Advocates
Influencers

46. Promotions Tools

47. 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

48. Brands and Retailers use Pinfluencer

49. Publishers, Media, and Agencies use Pinfluencer

50. Questions?

51. THANK YOU!
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@
www.Pinfluencer.com
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Kris@Pinfluencer.com