The Power of Pinterest: Jess Bahr, October 2015 Social Media Breakfast Madison

1. The power of

2. @JessaBahr
@SocialFlow
Jess@SocialFlow.com
Pinterest.com/JessBahr
4
Post-Breakfast Resources
@JessaBahr • #SMBMad

3. 1B
boards
70M
users
50B
Pins
Pinterest is home to…
@JessaBahr • #SMBMad

4. Organic Publishing Promoted Pins
@JessaBahr • #SMBMad

5. SocialFlow works with many of the largest publishers in the world
@JessaBahr • #SMBMad

6. SocialFlow works with some of the most well-known brands
@JessaBahr • #SMBMad

7. Who am I?
Lead Sr. Strategist, Ad
Operations
Oregon, WI native
New York City resident
UW – Platteville graduate
100 State alumna
Digital Robin Hood

8. Let’s talk about:
Find everything in this deck and more on my Pinterest page
Pinterest.com/JessBahr
• Why you should be on Pinterest
• The ONE requirement for a great pin
• How organic strategies can elevate
your paid pin performance
• How promoted pins work
• Pinterest quirks to know
@JessaBahr • #SMBMad

9. Pinning is a prelude to an action
Pinterest is about the future
Intent
@JessaBahr • #SMBMad

10. Be the answer to
what users are
searching for
@JessaBahr • #SMBMad

11. Golden Rule of Pinterest
@JessaBahr • #SMBMad
Golden Rule of Pinterest
@JessaBahr • #SMBMad

12. @JessaBahr • #SMBMad

13. @JessaBahr • #SMBMad

14. Golden Rule of Pinterest
@JessaBahr • #SMBMad
Golden Rule of Pinterest
Pins should be helpful
@JessaBahr • #SMBMad

15. Detailed
descriptions
@JessaBahr • #SMBMad

16. Instructions
& how-to
@JessaBahr • #SMBMad

17. Lists
@JessaBahr • #SMBMad

18. T
ext
overlays
@JessaBahr • #SMBMad

19. Truth: The better your
content performs
organically the better
it will perform when
promoted
@JessaBahr • #SMBMad

20. T
asteful
branding
@JessaBahr • #SMBMad

21. • CPM – Reserved for select brands
• CPC
• CPE
• CPA – API only bidding option
• CPI – API only bidding option
• T
erms
• Location (DMA)
• Language
• iOS device
• Gender
Promoted Pin Objectives
Targeting Capabilities
@JessaBahr • #SMBMad

22. Make it easy for
users to find
your content
@JessaBahr • #SMBMad

23. Keyword Targeting
Product
Related
Chairs
Sofas
Desks
CoffeeTables
Ottomans
Beds
Style
Related
Rustic
Modern
Industrial Chic
Mid-century
modern
Contemporary
Rooms
Bedroom
Living room
Bathroom
Kitchen
Dining room
General
Decorating
ideas
Interior design
Furniture
Kids Furniture
• 30+ relevant keywords per pin
• Leverage PPC and Google
Adwords keywords
• Branded keywords, including
misspellings
@JessaBahr • #SMBMad

24. Earned Performance
Not charged for Earned Actions
• Average pin lifespan is 3.5 months
• 1,600x longer than a FB post
Repin
Repin of Repin
Repin of Repin of Repin
@JessaBahr • #SMBMad

25. Action-Driven Campaign - Case Study
Drive Clicks with Promoted Pins (CPC)
Objective:
• Birchbox wanted to drive purchases of their beauty
subscription service
Strategy:
• Create compelling beauty-related content with helpful
messages
• Drive conversions with CPC campaign
Success:
• By leveraging optimized targeting and strong creative,
SocialFlow achieved an overall Return on Investment of
9x
• Generated nearly 34k clicks, and
• Reached 5.8M people in 5 weeks @JessaBahr • #SMBMad

26. Intent-Driven Campaign - Case Study
Capture Future Intent with Promoted Pins (CPE)
Objective:
• Bank of America created Better Money Habits, an online
resource to help people better manage their month. They
wanted to drive engagement with their content.
Strategy:
• Provide useful content for people with a variety of financial
interests – preparing for a baby, retirement, savings, marriage
• Build engagement and intent with CPE campaign
Success:
• Drove significant intent with 2x greater engagement
• Generated nearly 29k repins
• Reached nearly 6M people in 5 months

27. • Everything is in UTC
• If built native, campaigns start at midnight UTC (7 PM CST)
• Campaign budgets are not paced to last the entire day
• It is not possible to edit targeting or pins selected within a campaign
• Redirects are flagged with a suspicious link modal
• It is not possible to promote rich pins
• Leverage 30+ keywords
• Pins live forever, so make pins evergreen
Pinterest Quirks!
@JessaBahr • #SMBMad

28. @JessaBahr
Jess@SocialFlow.com
Pinterest.com/JessBahr
4
Post-Breakfast Resources