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The Pinterest
Myth    Dr. Augustine Fou
        http://www.linkedin.com/in/augustinefou
        Tugce Esener
        http://tr.linkedin.com/in/tugceesener
        April 30, 2012.
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
Reasons for
 the Myth
April 30, 2012   3
Pinterest Traffic Exploded

                     18M
                     Unique Users /mo




                     911M
                     Pageviews /mo



April 30, 2012                          4
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
Dispelling
 the Myth
April 30, 2012   6
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
Pinterest compared to all
 traffic sources, is piddly
                     49% Google
                        (search)



                     1% Pinterest

                     1% Twitter

April 30, 2012                      8
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
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
Pinterest provide NO SEO
benefit – rel=“nofollow”




April 30, 2012.        11
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
Users losing (p)interest
                   Google Trends
                   search volume on “pinterest”




                   AppData
                   monthly active users


April 30, 2012                                    13
Users losing (p)interest – April update
                     Visits plateaued




                     Pageviews declining fast



                                        Declining for 6
                                        straight months
                     11 mins
                     Average stay

April 30, 2012                                            14
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
Kotex Pinterest Campaign, con’t
                      No change in
                      search volume
                      for “kotex”



                      No change in
                      traffic to Kotex
                      website

April 30, 2012                           16
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
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
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
Brilliant
 Pinterest
 Examples
April 30, 2012   20
Etsy

                 Followers:
                 79,845

                 Pins:
                 1,425




April 30, 2012                21
Martha Stewart

                  Followers:
                  35,749

                  Pins:
                  132




April 30, 2012                 22
Country Living

                  Followers:
                  18,129

                  Pins:
                  1,365




April 30, 2012                 23
Birchbox

                 Followers:
                 10,641

                 Pins:
                 3,003




April 30, 2012                24
Whole Foods

                 Followers:
                 26,574

                 Pins:
                 737




April 30, 2012                25
Michael’s (Arts & Crafts)

                     Followers:
                     13,335

                     Pins:
                     919




April 30, 2012                    26
BAD Example: Oreos
                 Followers:
                 302
                 Likes:
                 48

                 • Nothing unique
                 • No strategy evident
                   (no clear path to
                   business impact)


April 30, 2012                           27
Top Categories of Interest:
 Food & Drink


                      Source:
                      SharedMost.com




April 30, 2012                         28
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
Alternatives
   to Pinterest
   for Marketing
April 30, 2012     30
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
Victoria’s Secret
                  Google Images   Pinterest




April 30, 2012.                               32
Burberry
                  Google Images   Pinterest




April 30, 2012.                               33
Versace
                  Google Images   Pinterest




April 30, 2012.                               34
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
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
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

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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
  • 3. Reasons for the Myth April 30, 2012 3
  • 4. Pinterest Traffic Exploded 18M Unique Users /mo 911M Pageviews /mo April 30, 2012 4
  • 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
  • 11. Pinterest provide NO SEO benefit – rel=“nofollow” April 30, 2012. 11
  • 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
  • 21. Etsy Followers: 79,845 Pins: 1,425 April 30, 2012 21
  • 22. Martha Stewart Followers: 35,749 Pins: 132 April 30, 2012 22
  • 23. Country Living Followers: 18,129 Pins: 1,365 April 30, 2012 23
  • 24. Birchbox Followers: 10,641 Pins: 3,003 April 30, 2012 24
  • 25. Whole Foods Followers: 26,574 Pins: 737 April 30, 2012 25
  • 26. Michael’s (Arts & Crafts) Followers: 13,335 Pins: 919 April 30, 2012 26
  • 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
  • 32. Victoria’s Secret Google Images Pinterest April 30, 2012. 32
  • 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