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JMU LIBRARIES
How to Build a Pinterest Promotion.
Source: Multichannel Merchant Exclusive Insight; 7/ 3/2012, p2-2, 1p, 1 Chart
Document Type: Article
Subject Terms: *MERCHANTS
*WEBSITES
*INTERNET marketing
PHOTOGRAPHIC images
Reviews & PINTEREST (Web resource)
Products:
NAICS/Industry 519130 Internet Publishing and Broadcasting and Web Search Portals
Codes :
Abstract: The article offers a guide to building a Pinterest promotion. Factors that must be considered when uploading photos
on Pinterest include attractiveness, variation and updated photos. On average, a merchant can expect a 17% clickthru rate from Pinterest to their site. Ways to determine the value of a pin and pinner are noted.
Full Text Word 541
Count:
Accession 78400735
Number:
Database: Business Source Complete
How to Build a Pinterest Promotion
HOW TO BUILD A Pinterest Promotion
STUDY FIRST, THEN SET YOUR GOALS.
A little research of your brand's context will help you understand how to measure success.
CREATE A PINNING HQ.
You'll need a place full of pinnable content that's…
ATTRACTIVE
Ugly doesn't get pinned. (Usually.) Professional photography is key.
VARIED
Go beyond product shots to landscapes, mood boards, tips, tutorials, etc. D.I.Y!
UPDATED
Add new stuff throughout the campaign to keep pinners coming back.
TRACK PINNING BEHAVIORS.
You'll discover some fascinating things about your pinners' habits, such as:
Each original pin gets repinned twice and 'liked' once.
Pinners are 75% more likely to repin an image without pre-populated text.
COMPARE YOUR RESULTS
With Pinterest being so new, it helps to use competitors as benchmarks. Remember, you don't have to outpin the competition to make
a huge splash for your brand.
PINTEREST ISN'T TWITTER OR FACEBOOK
Pinterest has a beauty all its own. Because pins quickly get pushed down and off the page, traffic back to the original site will be slow
and steady, not exponential like on Facebook. And, because content is linkable, shareable and so on, it's no Twitter either.
On average, you can expect a …
17% CLICK-THRU RATE FROM PINTEREST TO YOUR SITE.
MEASURE THE VALUE
There's more than one way to determine the value of a pin & pinner.
AD VALUE OF A PIN & REPIN
A pin is a lot like a Facebook ad. The same "cost per like" formula commonly used for Facebook, can be applied to a pin & repin.
EARNED MEDIA VALUE OF A PIN
The average person has 100 followers. Knowing about, multiply your number of followers by 100. This will give you the number of
impressions. Multiply your impressions by the average cost per impression (CPM) of an online ad.
Voila! There's your average value of a pin.
AMOUNT OF FOLLOWERS X THEIR 100 FOLLOWERS = NUMBER OF IMPRESSIONS
A Pinfographic by redpepper
redpepperland.com @redpepper pinterest.com/redpepper
SOURCE:
Custom PHP script periodically read and gathered information about pins for brands in the home goods category. It parses the results
for Pin IDs. Likes, and Repins and then stores the information in a local database to keep track of everything. When the script
encounters a new Pin, its information is added to the local database. If a Pin has already been seen, the script updates the Like and
Repin counts accordingly. Data collection started on February 2nd 2012.
Additional data was gleaned through a customised "Pin it" button by hooking into the "pinned" state callback to trigger the entry logger.
This enabled a prompt to users for sweepstakes registration or confirm additional entries programmatically. This method also enabled
tracking of the most pinned items across all brands in the home goods category. All of the "Pin it" buttons were provided custom URLs
containing unique Google Analytics Campaign information which allowed trackability from items back to their source sites.
STARTING PIN COUNT
PRIOR TO APRIL 13, 2012
Pottery Barn
World Market
Hobby Lobby
West Elm
Kirklands
20,592
9,249
252
16,733
81
EXHIBIT A: THE PINNER THE AVERAGE VISITOR PINS 4 THINGS EACH VISIT.
FINAL PIN COUNT AS OF MAY 13, 2012
~~~~~~~~
By Multichannel Merchant Staff
© 2012 Penton Media, Inc. All rights reserved.
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