Learn about Neal Schaffer's Pinterest experiment - and the data which backs up why you shouldn't be ignoring Pinterest anymore.
speaker 0: 0:00
welcome to another edition of social business unplugged. Practical advice on how to best leverage social media for your business. Now the host of Social Business Unplugged, author of the forthcoming book Maximize Your Social, published by Wiley and founder of Maximize Social Business. Neal Shaper Greens Everybody, This is Neil Schaefer and welcome to another edition of social business. Some plug. My sincere apologies. By the time you hear this podcast, you have noticed that there was a few weeks blank there and I was hoping to record this one in Japan. But as circumstances have it, I'm back now in Southern California, actually presenting tomorrow in San Diego, California But today I'm coming at you from beautiful Orange County. And today I want to talk about the subject of Pinterest. Pinterest is a fascinating social network because it is a relatively small social network. I've yet to see any statistic or any data that shows that there are more than 100 million users on the site, yet it is generating enough referral traffic. The other websites that right now, according to a few reports, it is second only to Facebook. Now, for those of you that have been involved in social media marketing for a few years. You'll remember that stumble upon was very, very similar. In fact, stumble upon used to be number one in referral website traffic from social media, other websites until it was over, taken by Facebook some time ago. I still think stumble upon and in fact, I think the statistics stumble upon right now is number three behind Pinterest, and you'll notice that on maximize social business, all of our blockbuster do have stumble upon buttons. We welcome your stumble, and it can also be a great source of website traffic. But Pinterest is something that demands our attention. And it's not just the website traffic that it generates. It's also a demographic that we know has been documented, is primarily female. Now, assuming that you have a product or a service that has targeted females, you obviously want to be on Pinterest. But even if you don't, I mean, let's face it woman or 50% of our populations out, even though I am not selling any product or service that is specifically targeted towards females, I have been trying to experiment myself with finding ways to make the site work better to generate Maur and more relevant website traffic to maximize social business. And I sort of wanna share that experiment with you all to get you thinking outside of the box about Pinterest because we all know. And I've talked about this many times, that social networks evolved and the people who use them and how we use them is always changing and the same as with Pinterest. But what fascinates me about Pinterest is whenever I speak on social media nationally and I say nationally because Pinterest is still very much a domestic phenomenon. Yes, there are users in the U. K and Australia. You know what have you but looking at the data on Alexa dot com, which is not perfect, but it's still my source when I go looking for website traffic data, Pinchers is still primarily an American phenomenon. It's not like Facebook, which is truly a global phenomenon. Twitter of global phenomenon, even linked in is a bigger global phenomenon. At this point on, Pinterest is but talking him up interest. It's funny because when I present nationally, you know, and I'm sure if you've been to other social media events, you always hear the speakers say, Put your hand up. If you're on Facebook, put your hand up if you're on Twitter. LinkedIn. So the funny thing is, most people raise their hand. When I talk about Facebook, the number definitely goes down. When I talk about linked in, the number goes down. Even Maur. When I ask about Twitter, despite the fact that I know there's data from Pew Internet Research, what have you that you know, 20% of Americans are on Twitter questionable just based on the average feel that I get when I present. But they want to ask about Pinterest. There's always an emphatic group of women that raised their hands, smiles on their face like This is our network. This is our community. We love it. We can't get enough of it. It's that look on their face. And it's a number that's used a greater than Twitter, believe it or not. So there is a community on Pinterest and they use it. Those that are active users on it obviously are using a heck of a lot, and they're generating a lot of referral traffic. The other fascinating thing, and I'm just throwing out some data about Pinterest, which is why I'm so interested in why I think you should be interested in it. And by the way, I recently did my first Pinterest for business webinar a 90 minute Webinar covering all of this which I hope to do again in the near future. So I did a lot of homework and really organized all my ideas which is going into this podcast that you're hearing right now. One of the other interesting things is that 80% of pins This is according to one study, one piece of data, one data point. But 80% of pins are re pins. It's almost like ST 80% of tweets or retweets. 80% of Facebook posts are shares. It is probably the most viral platform where you two is also extremely viral that we all know. But in terms of just that re pin number that is extremely viral, that 80% number I've seen a figure that Twitter retweets were like 32%. I think the number right now is a lot lower. But anyone is used Pinterest and who knows how things get displayed ver very prominently and how you tend to see something that inspires you and you reap in its and then you see the same thing over and over. You get the feeling as to why that number is the way it is. It's just the way the Pinterest was created, the way that pins air shown visually on the screen. And if you have the mobile version of Pinterest, then I use it on my Samsung galaxy s foreign, an android device. You see only two columns instead of the maybe five columns you see in the website, which means that things seem to get repent even more because you're seeing fewer images of the time. And thus the images that you see are much more prominent. So Pinterest, very viral platform. But the other thing is, it's generating a lot of website traffic. But it's the quality of the traffic that people that are going from Pinter's to another site. Specifically, e commerce sites are spending Maur per purchase than they do when they come from Facebook, Twitter, LinkedIn or even Google Plus, and that is another fascinating piece of data. So pinchers is a fascinating sight, and at this point, I'd say, regardless of what you do? Even B to B companies are trying to figure out Pinterest. And to be honest with you, my pinchers experiments started a long time ago when I was just sharing block post on Pinterest. And guess what? When you share block post on Pinterest, you're displaying images that are pulled in from blogged posts and a lot of the images that I use and maximize social business or sort of stock photo wish. And they're not very engaging in all honesty. And I know there's other people that do it. They feel the need to share on Pinterest like they share on Facebook toward what have you. I just don't feel comfortable doing it, and I stopped doing it for several months. But what I ended up doing with Pinterest. And if you go to my Pinterest boards pinchers dot coms last meal Shaffer, you'll see them activities picked up over the last few weeks, and when I started doing was after the Pinterest for business Webinar. I do not give out copies of my presentations. It's, you know, as a social media consultant and speaker, it's sort of part of my I p right, but what I do like to do is I'd like to give out a checklist after my webinars of this is like the main data, especially those data points that you are l's for like, that 80% reap in. A lot of people want to get that background data for their own internal use, and I want to help support them. So for the pinchers for business weapon after it was done, I said, You know what? I'm gonna create a board called pinchers for business, and it's accessible by anyone to public board right there on Pinterest that you should go check out and follow. And every time that I source data for any time I speak, I am going to put it on that board, Right? So Pinterest originally, and one of the reasons why stumble upon, I believe has sort of decreased in popularity. Is that Pinterest at the heart of it, It's a social bookmarking site. It's a social bookmarking site for visuals. That's you know what Pinterest is. It's that pin board visuals that you see on the Internet that you wanna pin to a virtual board. It is a type of social bookmarking that is generated around visuals, but with every visual, unless you're uploaded a pin from picture you took, it's attached to a link. So I'm using Pinterest as a social bookmarking side. And guess what? I love it. I love using in that way I've created. In addition to the pinches for business board, I've created some other similar types of boards social media tools, Facebook for business. I'm putting together a Google plus for business. I have a Social Media stats Board and just a great way to organize my bookmarks in a visual way that makes it engaging for others. It makes it public for others. I could share that knowledge with others. It also makes it easy for me to remember because guess what? I have a visual memory. I actually was an art history major. Originally in college, I went to a liberal arts college name Amherst College, have a very visual memory. So for me, Pinterest works very well. So you begin to see that there are different ways of using, and at a minimum, if you as an experiment, if you're not a Pinterest user, I recommend you take a look at some of those boards. Have created and consider. You need to use it yourself to get it right, so consider using it as a social bookmarking site to begin with to get a feel for it. But then when I realized as wow one of things, that does very, very well on Pinterest, we all know infographics and infographics get featured very prominently because they are long, vertically right. And if you've been on pins, just you'll see that the's stock photos that are 300 wide, 200 height they get the minimal visual display videos get minimal visual display, but when you have an infographic or a long image, they get featured prominently. Just like you. Feature photos on Facebook posts on Google plus posts. Infographics are like magnets for eyes on Pinterest. Now not everybody is on Pinterest to check out infographics. I know that we all know that, but people do want to be inspired, and there's enough people out there enough Pinterest users that also our social media users and some of them use it for their business. There's a lot of people that are selling their goods and etc. What have you that also are using? Pinterest is part of the social media marketing so intrinsically there is a crowd out there that is potentially interested in what I have to say, what my block has to say. So one thing that I started doing is after I set up those boards. The pinchers for business for social bookmarking is I started curating infographics, and there were some infographics that I had from previous social media presentations. And what have you that I pin so that I can access the river using in the future? But the other thing that I did waas I started engaging. And just like on Twitter, I prefer to share content from those that support me and support maximize social business. Were M social business on Twitter, by the way, and those that retweet and you know, favor my content, I prefer to curate content from them and support those that support me. It's sort of a central philosophy I have, and if you listen to my last podcast on becoming your own social media influence or you'll, you'll see the common thread here. So I started basically curating infographics from people that I follow an increasing engagement, and in fact, not only was I curating those infographics. But I was also sending them traffic because I was buffering those pins which were infographics and sharing them on the Neil Shaffer and the M social business Twitter account. So it helped me curate content from social media I could have shared in the other sites as well. It helped me curate content for my own board. It also served as a way of engaging with other users on Pinterest, so it it serves a lot of different forms. But it also once again gives you a feel because once you engage with others and social media, it opens up these magical doors and a lot of special things start to happen. But I didn't stop there. And at the end of the day, for businesses that want to generate traffic from Pinterest, you need to have pinnacle images on your own website. Now one of the first posts on maximize social business. Remember, it was windmill networking dot com when I moved it over to maximize social business. One of the first post was my first infographic. Now, for those of you that know a lot about infographics and this was my top 25 Twitter clients as chosen by the top 50 social media Power influence was based on some data that I called in analyzed. For those of you that know Inter infographics, it was not a true infographic and sort of the traditional definition of the word. But it was a visual and it was a graph. And it was made vertical because I tried to tell the story about what the data was about as best as I could. So it was more than just a graph. It was presented as if it wasn't Infographic, and it created a pitiable image. It created an image that, when shown on Pinterest, would attract others, right. And therefore, whenever they clicked on it, they're gonna come back to my website. It's also an embed herbal piece of content, like a slide share presentation, like a YouTube video that no others can pin to their sites. Right. And I am the source of that. So when they pinned to the site, it's ideally creating a back Linc. Unless they save that image, which I hope they didn't do, which would sort of be a violation of copyright. But anyway, I'm going somewhere else. with that. But also when people are re pinning on Pinterest, it's just spreading the love of my contents. Two other Pinterest users. So I'm leveraging that vier ality the Pinterest has now I'm looking at creating Maur infographics, but then I'm thinking, Well, whenever I create a block potions, I have a pen herbal image in it. Instead of using these boring stock photo images, why can't I do something else? So one of the things that you'll notice on Pinterest and it's the same on Instagram is that quotes these images with quotes. These means they're very, very popular. So I created something that was really targeting my target audience and Pinterest on my most recent block post, which I just published today. When you hear this podcast, obviously that will have transpired by a week or so, but it was about a new free Facebook page analytics tool called calm Foe. And if you look at the policy, look at the image I basically created a text quote similar, like what you create for Pinterest. It was actually using a Pinterest tool, and you'll see the name of the pinchers to on the bottom right hand side but was basically, is your content viral on Facebook? How viral is your content and sort of trying to make it in a way so that if it shows up on Pinterest, it'll really catch the eye. And once again it's an experiment. I don't know how well it's gonna d'oh or have you and I need to create more these images, in fact, almost thinking. And if any of you have her if see me speak about blogging or hear me speak about blogging, I say, Really, if you can embed a YouTube video in every block post, why not? It creates more. Stick your content, your body more resource. People ideally, stand your sight longer. Google will see that and, you know, see that you're content is offering more value. Well, you could do the same with Infographics Custer's tons of infographics out there, and these people would love if you shared them on your block post providing a back link. But then you're creating a pitiable image which will lead people back to your blawg or your website, right? And that's something that I look at doing in the future in clear transparency, everybody listening. So the net net. It's experiment now. It's still early. I've only been doing it for the last month, but I will say compared to the previous month, that's in terms of the rank of Petrus is being to refer to my website. It's gone up from number 17 and number 15. I've definitely increased my Pinterest following by, I don't know, 30 40% of used some other tools to help me in that. And that goes beyond the scope of this podcast. The people, though coming from Pinterest, it's not just the numbers that have grown. I'm seeing a bounce rate, which is, I don't know, 5 to 10% lower than my overall average balance. Right. And people are spending longer on average on the site than my global average that I saw from the previous one month. So not only am I getting more traffic, and by the way, the traffic's gone up about 50%. Number 17 on number 15 it's still not in top 10 but then again, I really don't have a lot of pain. Hubble images to get into the top 10. So this has been my experiment. I hope you find it of interest. There's a lot of buzz, and everybody likes to look at the new shiny thing and what have you. But I think at this point, with that data showing just that the incredible referral traffic that Pinterest is generating it. Ba Who's me if you're not thinking about how to use Pinterest is part of your social media marketing. If you haven't been already, I'm hoping that this podcast spark some ideas. If it doesn't or if you have other ideas or questions, please contact me. In fact, if there's something you want me to cover in the podcast, you want me to go into more details. Contact me, let me know. I always appreciate the feedback. Always appreciate the love that you're giving social business. Unplug it. ITunes. With the five star ratings, the comments really appreciate that Everyone means a lot to me. That's it for today. I really hope you enjoyed listening to this podcast as much as I enjoyed talking about Pinterest. Guess it is really my passion right now in social media, in which changes week to week. But right now it's it's been pinched for the last few weeks, and that's it for today. Make it a great day wherever you are in the world. Hope to be speaking with you again. Bye bye, everybody. Thanks for listening to another edition of social business unplugged. We appreciate your subscribing to our podcast and adding your rating and comments in iTunes. If you would like to appear on this podcast or of content that you would like covered, please contact Neil Schaefer. Kneel at Maximize social business dot com for additional social media For business advice, please make sure to check out your new social media for business resource at maximized social business dot com. Thanks again and make it a great day.