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The Future is now! How Pinterest helps marketeers to tap into user intent #AFBMC

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The Future is now! How Pinterest helps marketeers to tap into user intent #AFBMC

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Beschreibung

Vortrag von Jan Honsel und Jana Würfel auf der AllFacebook Marketing Conference 2016 in München.

Mehr Informationen:
http://conference.allfacebook.de/

Transkript

  1. 1. Confidential The Future is now! Tap into future user intent with Pinterest March 2016
  2. 2. Agenda 2 WHAT IS PINTEREST? WHAT’S IMPORTANT? WHAT’S NEXT? 1 2 3
  3. 3. Agenda 3 WHAT IS PINTEREST? WHAT’S IMPORTANT? WHAT’S NEXT? 1 2 3 1
  4. 4. Pinterest is not a social network
  5. 5. 5 Source: Millennials & Digital Experiences | Fall 2104 Connection • Social Networking • Photo Sharing Expression • Humor • Educational • Discover Action • Search • Shopping Why do we use ___?
  6. 6. 69% 131% 154% 123% 213% Define Pinterest in relation to other digital experiences People on Pinterest are discovering and doing 6 -5% -25% Connection Expression Action Humor Educational Discovery Social Photosharing Search Shopping Source: Millennials & Digital Experiences | Fall 2014 Scores represent Pinterest Indexed to the overall Social Category Average
  7. 7. 7 Pinterest is a visual search, discovery and bookmarking tool!
 
 Pinterest helps people 
 discover things they 
 love, and inspires them
 to do those things 
 in life.
 

  8. 8. How to get to our venue? 8
  9. 9. Imagine you search for travel inspiration… 9
  10. 10. Here’s your travel inspiration on Pinterest 10
  11. 11. 11
  12. 12. Personal questions for discovery represent 
 an opportunity much bigger than search 12 GENERAL SPECIFIC “I think I need some vaca1on” “Sunny beaches or scenic mountains?” “Spain, Florida, Greece or Thailand? ” “I am going to Phuket this year” Specific search General Discover Decide
  13. 13. Pinner Journey matches the marketing funnel! Discover Do Just looking Maybe I could Narrowing it down I know what I want Awareness Considera9on Preference Purchase 13
  14. 14. Confidential Discover
 Inspiring Pins in Feeds,
 Search & Boards Do Things like click on Pins to buy, try or learn more Save Pins into collections called Boards
  15. 15. shows you what people did shows you what people want right now shows you what people want in the future 15 Pinterest is about future intent Source: h:p://www.forbes.com/sites/jeAercovici/2014/10/15/inside-pinterest-the-coming-ad-colossus-that-could-dwarf-twi:er-and-facebook/#4783d333d2d9
  16. 16. 50 billion Pins 1 billion boards organized by people into more than Source: Internal dataConfidential
  17. 17. of users are outside the US** >45% of usage is on a mobile device** 80% Who’s on Pinterest? 17 monthly users* >100M Annual international growth** >150% Source: *comScore (September 2015, desktop and mobile, U.S. users); **Internal data
  18. 18. Strongest Pinterest categories 18 Fashion Home Decor Food Beauty Travel Parenting DIY 50M Repins 40M Repins 65M Repins 25M Repins 13M Repins 10M Repins 60M Repins EACH MONTH: Source: Internal data, comScore, Nielsen Adplan, Piquora
  19. 19. From Pinterest Here’s how it works 19 From the web People Pin your content 1 They organize
 Pins on boards 2 They discover Pins through feeds 3 They click back to your site 4 Recipes to try
  20. 20. Pinning happens from publishers, shops and brands 20 1.
  21. 21. 21 Pinterest connects users with brands not “friends”
  22. 22. Half-life of a pin is much longer 2. Source: Why the half-life of a Pinterest pin is thousands of times longer than a tweet or Facebook post. Venture Beat, 6-17-13 Tweet is a matter of minutes Post is a few hours Pin is lasting 22
  23. 23. 23 ... H-75 ... H-45 ... Halloween H+1ff. Start of user interaction on Pinterest, Search, Social Pinterest Inspiration, Planning Search Search, Get things Social Show-off preparation, Share your moments
  24. 24. 3. Pinterest is inherently viral Each pin is repinned on average 11 times The average 
 Pin is repinned
 11x Running Makinde Adeagbo Health & fitness Lauren Michaels Bucket list Kevin Knight Marathons Shahrnaz ShiSeh A beTer me Sadia La9fi Read this Tracy Chou Resolu9ons Ben Chiaramonte My first marathon Greg Hoy Adventures Yuka Yamaguchi Training Tiffani Jones Brown When I’m 40 Gabe Trionfi 24
  25. 25. We drive traffic and sales back to content, brand & commerce sites 4. 25
  26. 26. 26 Pinterest is about discovery % of Pinners have used Pinterest to research and gather information1 96 Source: Millward Brown 2015 Pinning is about purchase decisions % of Pinners use Pinterest to plan purchases1 93 % have purchased something because of Pinterest1 87 Pinterest is about (purchase) intent
  27. 27. Agenda 27 WHAT IS PINTEREST? WHAT’S IMPORTANT? WHAT’S NEXT? 1 2 3 2
  28. 28. Confidential A Best Case:
 MAGGI Kochstudio Confidential
  29. 29. Confidential 29 Profile & pinning strategy
  30. 30. Confidential Rich Pin information 30 “Pinnability” of their digital properties Pin it Button across devices
  31. 31. Confidential MAGGI promoted their profile 31 On their website… …in their newsletters… …and on social channels.
  32. 32. Confidential 32 ROI: a times 16 growth in branded impressions ≈1,500 % increase* of monthly impressions ≈1,000 % increase* of monthly repins ≈1,000 % increase* of monthly clicks *First 6 months since start of core coop end of 2014
  33. 33. 33 Want to take it one step further?
  34. 34. Pin is more helpful
  35. 35. Make your Pins more helpful Text overlays Listicals Step-by-step
  36. 36. Confidential 38 Use Pinterest to endorse your content
  37. 37. Confidential 39 …or your products
  38. 38. Top Pins pulled via API
  39. 39. Confiden tial
  40. 40. Agenda 42 WHAT IS PINTEREST? WHAT’S IMPORTANT? WHAT’S NEXT? 1 2 2 3
  41. 41. Pins by recency Sort Options Select Keyword
  42. 42. 45
  43. 43. 46 Contain content that’s welcome and useful Increase reach to 
 relevant audiences A natural part of the experience look just like regular Pins, but are amplified through targeted placement Promoted Pins
  44. 44. Various Promoted Pin formats 47 Standard Pins Bring your existing content to Pinterest Rich Pins Add extra details to your Pins to make them more useful Cinematic Pins A made-for-mobile motion format
  45. 45. Recently launched: Pinterest „Buy-Button“
  46. 46. Pinterest API Case: 
 
 Topshop 
 Pinterest Palettes 49
  47. 47. 50
  48. 48. 51
  49. 49. Summing it up 52
  50. 50. 53 Have a site with visual content Start pinning on a business profile Install the Pin it Button Advertise your profile + activate your audience! In a nutshell Pinterest is for you, if you …
  51. 51. Jan Honsel, Country Manager DACH, jan.honsel@pinterest.com Jana Würfel, Partner Manager DACH, jana.wuerfel@pinterest.com 54

Beschreibung

Vortrag von Jan Honsel und Jana Würfel auf der AllFacebook Marketing Conference 2016 in München.

Mehr Informationen:
http://conference.allfacebook.de/

Transkript

  1. 1. Confidential The Future is now! Tap into future user intent with Pinterest March 2016
  2. 2. Agenda 2 WHAT IS PINTEREST? WHAT’S IMPORTANT? WHAT’S NEXT? 1 2 3
  3. 3. Agenda 3 WHAT IS PINTEREST? WHAT’S IMPORTANT? WHAT’S NEXT? 1 2 3 1
  4. 4. Pinterest is not a social network
  5. 5. 5 Source: Millennials & Digital Experiences | Fall 2104 Connection • Social Networking • Photo Sharing Expression • Humor • Educational • Discover Action • Search • Shopping Why do we use ___?
  6. 6. 69% 131% 154% 123% 213% Define Pinterest in relation to other digital experiences People on Pinterest are discovering and doing 6 -5% -25% Connection Expression Action Humor Educational Discovery Social Photosharing Search Shopping Source: Millennials & Digital Experiences | Fall 2014 Scores represent Pinterest Indexed to the overall Social Category Average
  7. 7. 7 Pinterest is a visual search, discovery and bookmarking tool!
 
 Pinterest helps people 
 discover things they 
 love, and inspires them
 to do those things 
 in life.
 

  8. 8. How to get to our venue? 8
  9. 9. Imagine you search for travel inspiration… 9
  10. 10. Here’s your travel inspiration on Pinterest 10
  11. 11. 11
  12. 12. Personal questions for discovery represent 
 an opportunity much bigger than search 12 GENERAL SPECIFIC “I think I need some vaca1on” “Sunny beaches or scenic mountains?” “Spain, Florida, Greece or Thailand? ” “I am going to Phuket this year” Specific search General Discover Decide
  13. 13. Pinner Journey matches the marketing funnel! Discover Do Just looking Maybe I could Narrowing it down I know what I want Awareness Considera9on Preference Purchase 13
  14. 14. Confidential Discover
 Inspiring Pins in Feeds,
 Search & Boards Do Things like click on Pins to buy, try or learn more Save Pins into collections called Boards
  15. 15. shows you what people did shows you what people want right now shows you what people want in the future 15 Pinterest is about future intent Source: h:p://www.forbes.com/sites/jeAercovici/2014/10/15/inside-pinterest-the-coming-ad-colossus-that-could-dwarf-twi:er-and-facebook/#4783d333d2d9
  16. 16. 50 billion Pins 1 billion boards organized by people into more than Source: Internal dataConfidential
  17. 17. of users are outside the US** >45% of usage is on a mobile device** 80% Who’s on Pinterest? 17 monthly users* >100M Annual international growth** >150% Source: *comScore (September 2015, desktop and mobile, U.S. users); **Internal data
  18. 18. Strongest Pinterest categories 18 Fashion Home Decor Food Beauty Travel Parenting DIY 50M Repins 40M Repins 65M Repins 25M Repins 13M Repins 10M Repins 60M Repins EACH MONTH: Source: Internal data, comScore, Nielsen Adplan, Piquora
  19. 19. From Pinterest Here’s how it works 19 From the web People Pin your content 1 They organize
 Pins on boards 2 They discover Pins through feeds 3 They click back to your site 4 Recipes to try
  20. 20. Pinning happens from publishers, shops and brands 20 1.
  21. 21. 21 Pinterest connects users with brands not “friends”
  22. 22. Half-life of a pin is much longer 2. Source: Why the half-life of a Pinterest pin is thousands of times longer than a tweet or Facebook post. Venture Beat, 6-17-13 Tweet is a matter of minutes Post is a few hours Pin is lasting 22
  23. 23. 23 ... H-75 ... H-45 ... Halloween H+1ff. Start of user interaction on Pinterest, Search, Social Pinterest Inspiration, Planning Search Search, Get things Social Show-off preparation, Share your moments
  24. 24. 3. Pinterest is inherently viral Each pin is repinned on average 11 times The average 
 Pin is repinned
 11x Running Makinde Adeagbo Health & fitness Lauren Michaels Bucket list Kevin Knight Marathons Shahrnaz ShiSeh A beTer me Sadia La9fi Read this Tracy Chou Resolu9ons Ben Chiaramonte My first marathon Greg Hoy Adventures Yuka Yamaguchi Training Tiffani Jones Brown When I’m 40 Gabe Trionfi 24
  25. 25. We drive traffic and sales back to content, brand & commerce sites 4. 25
  26. 26. 26 Pinterest is about discovery % of Pinners have used Pinterest to research and gather information1 96 Source: Millward Brown 2015 Pinning is about purchase decisions % of Pinners use Pinterest to plan purchases1 93 % have purchased something because of Pinterest1 87 Pinterest is about (purchase) intent
  27. 27. Agenda 27 WHAT IS PINTEREST? WHAT’S IMPORTANT? WHAT’S NEXT? 1 2 3 2
  28. 28. Confidential A Best Case:
 MAGGI Kochstudio Confidential
  29. 29. Confidential 29 Profile & pinning strategy
  30. 30. Confidential Rich Pin information 30 “Pinnability” of their digital properties Pin it Button across devices
  31. 31. Confidential MAGGI promoted their profile 31 On their website… …in their newsletters… …and on social channels.
  32. 32. Confidential 32 ROI: a times 16 growth in branded impressions ≈1,500 % increase* of monthly impressions ≈1,000 % increase* of monthly repins ≈1,000 % increase* of monthly clicks *First 6 months since start of core coop end of 2014
  33. 33. 33 Want to take it one step further?
  34. 34. Pin is more helpful
  35. 35. Make your Pins more helpful Text overlays Listicals Step-by-step
  36. 36. Confidential 38 Use Pinterest to endorse your content
  37. 37. Confidential 39 …or your products
  38. 38. Top Pins pulled via API
  39. 39. Confiden tial
  40. 40. Agenda 42 WHAT IS PINTEREST? WHAT’S IMPORTANT? WHAT’S NEXT? 1 2 2 3
  41. 41. Pins by recency Sort Options Select Keyword
  42. 42. 45
  43. 43. 46 Contain content that’s welcome and useful Increase reach to 
 relevant audiences A natural part of the experience look just like regular Pins, but are amplified through targeted placement Promoted Pins
  44. 44. Various Promoted Pin formats 47 Standard Pins Bring your existing content to Pinterest Rich Pins Add extra details to your Pins to make them more useful Cinematic Pins A made-for-mobile motion format
  45. 45. Recently launched: Pinterest „Buy-Button“
  46. 46. Pinterest API Case: 
 
 Topshop 
 Pinterest Palettes 49
  47. 47. 50
  48. 48. 51
  49. 49. Summing it up 52
  50. 50. 53 Have a site with visual content Start pinning on a business profile Install the Pin it Button Advertise your profile + activate your audience! In a nutshell Pinterest is for you, if you …
  51. 51. Jan Honsel, Country Manager DACH, jan.honsel@pinterest.com Jana Würfel, Partner Manager DACH, jana.wuerfel@pinterest.com 54

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