Why Intel Investments in SEO Paid Dividends on Pinterest By Scott Jaworski and Laura Mitchell
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"Why Intel Investments in SEO Paid Dividends on Pinterest." Scott Jaworski Laura Mitchell
#SMX #23A2 @ scott_ jaworski
100M Monthly Active Users
Source: New York Times September 16, 2015 http://mobile.nytimes.com/blogs/bits/2015/09/17/pinterest-crosses-user-milestone-of-100-million/
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27% Use Pinterest Daily
Source: The Pew Research Center – Mobile Messaging and Social Media 2015
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93% of Pinners shopped online in the
past 6 months
Source: Nielsen Data reported by Pinterest November 2014
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Our Vision Drive brand awareness and affinity by telling a visual story of technology, innovation, and inspiration.
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Research Methodology
The Dataset • Top 25 Pins per Keyword for more than 4,500
Keywords submitted to Pinterest Search
Highlights • 110,000+ Pins • 19,000+ Pinners • 9,000+ Domains • 4M+ RePins • 800k Likes • 15k+ Comments
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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Research ? Pinner Factors
Do Pins from Pinners with: • More Pins • More Followers • That are Following Other Pinners • That Pin Content from Many Domains • With Many Boards
Perform Better?
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Research ? Pinner Factors
Pins from Pinners … • With More Pins • With More Followers • That are Following Other Pinners • That Pin Content from Many Domains • With Many Boards
Perform Better • 80% of Pins Ranking in the first row come
from Pinners with more than 1,400 Total Pins
• Pinners with first row ranking Pins have an Avg of 229k followers (36% higher than Pinners with Pins in rows 2-4)
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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Do Pins … • With More RePins • With More Likes • With More Comments • That Use Rich Pins
Perform Better?
Research ? Pin Factors
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Research ? Pin Factors
Pins … • With More RePins • With More Likes • With More Comments • That Use Rich Pins
Perform Better • Pins Ranking in the first row have
dramatically higher RePins, Likes and Comments than Pins in rows 2-4 • 87% higher RePins • 93% higher Likes • 220% higher Comments
• 50% of the #1 Ranking Pins were Rich Pins
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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1. Use Rich Pins
2. Optimize the Source URL
3. Avoid Pinning Duplicate Content
Pin Recommendations
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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Research ? Board Factors
Do … • Boards With More Pins • Group Boards • Some Board Names
Perform Better?
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Research ? Board Factors
• Boards With More Pins • Group Boards • Some Board Names
Perform Better • The Pinterest algorithm for Search for Boards
appears to be heavily weighted for Exact Match of the Keyword in the Board Name
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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1. Align with Pinterest Categories
2. Create Boards that align with specific events and/or holidays
3. Inspirational boards
Board Recommendations
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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Research ? Domain Factors
Which Domains … • Are Pinned Most Often • Are RePinned Most Often • Are Pinned by the Most Pinners
?
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Research ? Domain Factors
Domains … • That Are Pinned Most Often
• That Are RePinned Most Often • That Are Pinned by the Most Pinners
Include • YouTube • Etsy • Amazon • Engadget • Mashable • BuzzFeed • cNet • Flickr Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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Board Strategy
Create Boards … • Aligned with Pinterest
Categories • Aligned with Search
Opportunity • Aligned with Events/Holidays • Aligned with the Aspirational
Nature of Pinterest
Technology
Women’s Fashion
Men’s Fashion
Health & Fitness
DIY & Crafts
Cars & Motorcycles
Photography
Art
Gifts
Home Décor
Geek
Quotes
History
Holidays & Events
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Board Strategy
Create Boards … • Aligned with Pinterest
Categories • Aligned with Search
Opportunity • Aligned with Events/Holidays • Aligned with the Aspirational
Nature of Pinterest
Intel Laptops and Ultrabooks
Intel Tablets
2 in 1 Laptops & Tablets
Future Cars
Smartphones with Intel Inside
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Board Strategy
Create Boards … • Aligned with Pinterest
Categories • Aligned with Search
Opportunity • Aligned with Events/Holidays • Aligned with the Aspirational
Nature of Pinterest Consumer Electronics Show
Tech for Holidays
The Creators Project
Intel Developers Forum
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Board Strategy
Create Boards … • Aligned with Pinterest
Categories • Aligned with Search
Opportunity • Aligned with Events/Holidays • Aligned with the Aspirational
Nature of Pinterest
Our Favorite Quotes
Our History
Innovation for Good
Blogger’s Days
Diversity and Social Responsibility
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Board Playbooks
• Insights • Target Keywords • Best Practices
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
Fashion/Clothing
Wristworn Device
Jewelry
Headsets/Headphones
Implants and Ingestibles
0 500,000 1,000,000 1,500,000
Top Wearable Device Types RePins/Likes
RePins Likes
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Board Playbooks
• Insights • Target Keywords • Best Practices
Topic SubTopic keyword RePins Likes
Fashion/Clothing Shoes/Socks smart shoes 165,121 19,838
smart socks 49,607 6,884 Fashion/Clothing-‐General smart clothing 94,016 17,339
color changing clothes 64,518 8,237
Fashion future of fashion 79,766 14,766
smart fashion 63,046 12,331
Jewelry Jewelry smart jewelry 44,596 6,042
safety jewelry 35,806 6,325
Necklaces smart necklace 53,305 7,032
smart pendant 25,068 3,517
Rings/Earrings smart earrings 41,230 5,578
smart rings 32,236 3,912
Wristworn Device AcFvity Tracking Band fitness bands 42,890 4,658
fitness arm band 38,045 4,052 Wristworn Device-‐General sleep watch 33,771 5,144
health monitor watch 10,467 1,004
Camera/Spy Watch camera watch 21,045 3,571
watch camera 20,904 3,553 Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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Board Playbooks
• Insights • Target Keywords • Best Practices
Source: Original Research conducted 2015 by Global Strategies | an Ogilvy Company
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Our Results
Source: Pinterest Analytics
• Our Pins are sparking new Board themes…
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Our Results
• 48% Increase in Avg Monthly Engaged Viewers
• 364% Increase in Avg Monthly Viewers
0
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60,000
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Pre Post
Pinterest Pre/Post
Average of Monthly viewers
Average of Monthly engaged
Source: Pinterest Analytics
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Key Takeaways…
• Insights from Search drive value well beyond the boundaries of the traditional search engine results page
• A marketing org structure that facilitates the sharing of insights across disciplines enables rapid innovation
• Focusing on the user reveals new ways to meet our audience where they are
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