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Sept. 9, 2014

77: Debunking the Pinterest Myth

77: Debunking the Pinterest Myth

How can a B2B company find success in a social network like Pinterest? Find out how and learn some new tips, tricks, and concepts to help you Maximize Your Social in this episode.

 

Transcript

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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media author, speaker, consultant and founder of Maximize Social Business Meals. Schaefer, Everybody, this is Neil Schaefer and welcome to another episode of Maximize Your Social. I hope that you've all been keeping up with the latest updates on analytics that are being provided by Twitter, which is now open to everybody. Used to only be open to those who advertised on Twitter, and we also have instagram analytics that are coming very soon. They just release them for their big brand and advertising partners, which don't know how many of you would be in that group. But it may be a little bit longer for all of us to get access to it, but it is an exciting move nevertheless, And then we have the enhancement of Pinterest analytics, which is really excited me and that's really what I want to talk about today and sort of debunking the pinchers myth and, well, what is the Pinterest myth? I'll go on it out in a second, but it's been interesting that with the new analytics. It's really exposed, Ah, lot of detail about Pinterest users who are following you. That can lead to a lot of interesting surprises. So let's get started with wipe interest. And if you read my block post on maximize social business, which you should all be subscribing to. Obviously I wrote about six social productivity tips and 23 tools to help you on one of the sections or one of the tools I talk about. I share a lot of tools that I use for different social networks. And really, what it comes down to is you know, I'm gonna be talking about this the Social Media Success Summit, which I hope you'll be as well as where to find your target audience. What social network is your target audience on? How do you figure that out? So, you know, when we talk about social media, one of the things is yes. We want to engage with people we want to engage with influencers. We want to engage with brand advocates with potential customers and social media, but we also want to bring them back to our website. So this notion of using social media to generate traffic back to our website is an important one. It's why I have Lilac bullock, someone who I have immense respect for blogging every month on maximize social business on the topic of using social media for website traffic generation and hopefully, once they get to your website, if the relevant you will convert them. You know, soft or hard, convert them in whatever, whatever way you're trying to. So I always go to my analytics on a regular basis. I have this weekly task set up where I look at my analytics and I get a sense as to I'm spending all this time in the various social networks. What is delivering time. What isn't. There are certain tasks that I can pre schedule their certain tests like engagement that involve real time. So at the end of all that, what is the time I'm spending? What is the result? You know, the interesting thing is, if I look at my Google analytics for maximize social business for the last month, I'm finding for the first time in a long time that Facebook is actually the number one provider of traffic to my site, which is probably surprising to a lot of people, including myself. You know, this podcast is gonna be about Pinterest. But before I get to Pinterest, I just I'd like to share the data with you all. I'm all about best practices, and I enjoy sharing my findings and hope that it may help you. This is why maybe some of you have seen I embark on a Facebook ad campaign on a regular basis to try to increase the user base of my maxim, my social business Fan page. I know a lot of people are saying, Well, Facebook organic reach has gone down and you know, Facebook is still where we all have our profiles. It's been a weakness of maximize social business has not been a traditional source of referral traffic, even though I've seen other similar social media bloggers where it's generated a ton of traffic. So for that reason, I use a little bit of paid social just a little bit at a time. I'm trying to reach a target number, and if you've read, maximize your social, you'll understand. I talk about these targets and to use paid social to help augment your organic growth. So that's sort of the first ah ha moment of this week's podcast. So after Facebook, Twitter comes in at number two, Twitter has really always been number one. Twitter has been the social network that after I wrote my first book on Linked in I finished the Rough Draft in March of 2009 I said, I mean, I want to spend more time on another network. Sort of got bored of LinkedIn, and it was either Twitter, Facebook, and I just fell in love with Twitter, and it really is the site where I spend most of my time on a daily basis. Ever since then, And maybe that's partly why it's become a number two site. It's also where people search for news and information, right, But coming in at Number three is Pinterest, and when I look at the bounce rates, the average paid sessions Pinterest is actually performing better than my other social networks, and you'll be interested to hear that linked in comes in after that, and Google Plus is actually pretty close to link him, believe it or not, so we have different social networks that generate different traffic that require different investments of time on a weekly basis on a daily, real time engagement basis and ANA paid social basis. And it's really bringing all this together in your mind or on a dashboard, thinking holistically as to where am I gonna invest my time And I do this on a weekly basis? Right? So, you know, today I want to talk about Pinterest because to a lot of people, that's a big surprise. This is traffic being generated from Pinterest, which we all tend to believe is 70 to 80% female, according to the data. And it's mainly, you know, if you look at the popular categories business, social media definitely ain't up there, right? Why is this happening? And I got my first clue with this new Pinterest analytics because what the Pinterest analytics it's always shown about your you know, your pinchers profile. You know, generally growth of people following you and, you know, re pins you got on a certain day. What have you and then we've always had activity from maximize social business dot com because I have a business account now, I also, if you read that block post about social media tools, I also used Tailwind and in fact, the founder and CEO of telling Daniel Maloney is a contributor to maximize social business as well. And he's he's contributed a lot of great content. Tailwind is the definitive and local platform for Pinterest. So even though Pinterest augmented the analytics, there's still a need in a use for tailing. And indeed, I used tailing on a weekly basis to tweak my own engagement and content strategy for Pinterest. And, well, that's gonna have to be a a subject of another podcast. Someday someone's gonna have to write a block post on Neil. You promised me all these podcast topics and you haven't podcast ID on them yet? Yes, there is that much to learn in social. So what I like about this new analytics have Pinterest provides us now is that now we have this your audience tab. Your audience top includes demographics and interest. So we get a feel for the average monthly viewers that have come to my profile and seeing a peon aboard. What have you and how many of them are actually engaged And well, you know, the average engagement rate is about 2%. And if you look at your Twitter analytics because now everybody can. And if you're looking your Facebook analytics, 2% is almost average. In fact, if you think of email marketing or if you think a paper click two percent's not bad, actually, once you think about it, obviously you already have people that have opted in that haven't interesting you, which is why that number should be higher than a lot of paper clip campaigns that I've seen. But nevertheless, you know, that's sort of a number to compare. You know yourself to how I've been doing, and I'll report back in that number on a regular basis. But then it gives me and Facebook has always had this. What countries are driving people, what cities are driving people, what genders are driving people and then, you know, languages. So yes, the gender if I look at the audience and I'm just gonna do a very, very rough calculation, But 75% of my audience is female, but when I go over to the interest happened, this is what I tell people right when I talk about Pinterest when I speak in everything and I'm excited to be speaking in San Diego, this next week at Comerica Bank event. I know one of my Lincoln connections already reached out means that neo I'm gonna be there. So I don't know how many of you listening to this from San Diego, and I'll be speaking with Comb Arabic again in Los Angeles the following week. So if you do business with them, make sure you contact them and let them know you want to hear Neal Schaefer speak. It's private invitation on the event, but getting back to the demographics is so I tell people, Look, there's an interesting conversation and Lincoln Group about Does Facebook work for B two B? If I only had one hour a day and I was B to B, I'd be spending it on linked in, you know, and our Twitter and or content creation for Blawg. However, the same people that are on LinkedIn also have profiles on Facebook. So even for B two B, as Paul Guillen, who is a noted author on B to be socially marketing, said in this conversation that be to be on Facebook, it's not good necessarily for customer acquisition, but it's great for customer retention because those same people you know B to B. People do business with people inside businesses. Right? Businesses do business without their businesses, but it's really people inside those businesses doing business with people inside the other business, right? So at the end of the day, it's people of people you know. Brian Kramer H two h I could go on and on about the concept, but it's the same thing with interest, you know? Sure, you have all sorts of people on Pinterest, but the same female demographic that's on Pinterest. They're also female executive screaming business owners. Maybe female V P is a marketing females that are decision makers that can influence the decision after whether or not they want to buy your product or service. So if you think about it that way, interest regardless of the demographic or what people post a lot of is very, very relevant to, I think every business out there now, if you're a consumer brand, it's pretty easy as to how you can engage on Pinterest if you're be to be brand like maximize social business. In many ways, we provide information that that is useful for businesses as well as professionals. You know, it begins to be a little bit harder, not been spending the last three months really trying to crack the code. And I think I think I have and I think I've been very successful, and I'm looking forward to sharing what I've learned with everybody in the future. But until then, getting back to Pinterest, I'm sorry from if I'm going around the boat here because there's just so much information sharing. I I wanted to throw out that linked in Nugget because one of the other things I've found as I write my free eBook Arlington coming up very soon and as I've been investing a little bit more effort in linked in recently, is that there's still tremendous potential and Lincoln groups. And just that one comment that one conversation on B. Two B I. You know, I found that the CMO of people links who who co wrote the employer advocacy book with me is on there. I found Paul get another social media author on. There truly is a magical place that a lot of people have forgotten about because of the spam. I urge you to re invest time in it, and I'm gonna talk about that on a future podcast as well. Hope you're taking notes and you'll remind me if I don't if I don't come through. But what pinchers has now given us with the analytics. With this, your audience is the interest. The demographics are great. 75% female. I'm not surprised, but the interests are interesting of the people that are following me, right? What are they into? And if I look at the top six, makeup is number one. Hair is number two. Healthy eating is number three. Well, guess what life quotes is Number four. Now I have a thing about quote. I have a pet peeve about quotes. I know that quotes are vory engaging, and I will sometimes throughout a quote on a business page. But I do not do much of this on Pinterest. I do do social media quotes and I have a board and I'll be writing a block post on my favorite social media quotes for every soon but number five. Just in front of fall outfits, which is number six D I Y home decor, which is number seven Nails number eight hair colors. Number nine D. I Y ideas number 10 love quotes. Number 11 is Social Media marketing at number five, and in fact, social media comes in again at number 12 all. It takes the same people that, like makeup and hair, also interested in social media marketing. And you don't have to conquer Pinterest. You know I have 7000 followers on Pinterest is not a large fan base, but it's enough to generate a heck of a lot of traffic once you understand how Pinterest work. So that was really an ah ha moment that there are enough people interested in social media for what I d'oh to be able to generate interest. The other thing that Pinterest analytics the your audience interest tab gives me which is similar to that site. Kind of content you get from tail wind is the audience boards with lots of my pins. So it's It's like saying these the people that are pinning ah, heck of a lot of your stuff. Not only should I want to follow them and engage with him, but I can also get incredible insight as to what are some of the other things that they're pinning. If I wanted to create an Infographic. What should I create it on? What sort of content should be blogging on? So we get incredible amount of insight and then for a lot of brands out there, these are the brands, the businesses that your audience follows, which was really, really interesting as well. I see at sea, which I'm not surprised. I see. We're press dot com, which was surprised. I see Twitter and YouTube. So now I know that those are very, very relevant topics. I see. Hello society, which is a big time Pinterest blawg. I see Digital Information World, which is a big provider of infographic. So right here I can start to analyze. What is it that is interesting about these brands? What are they posting that now I can utilize for my own Pinterest marketing strategy. Wow, I went pretty long in this when I try to keep these under 10 minutes, but I was so excited to see this insight and every social network provides their own analytics for business pages, and I've never really been happy with most of what they provide. I think up until now, Twitter probably provided the deepest stats on Facebook and linked in have somewhat provided stats or analytics. I should say Pinterest has provided some that pinches has really raised the bar here. I think it's exciting development for those of you that are already on pinches to hope that you're going to start looking at the analytics. And really, we need to take more time and unplug from our daily editorial, our engagement, and really go deep into the analytics and use the data to further increase the effectiveness of all that we do in social. You know, I try to do it on a weekly basis. Sometimes it can take up an entire day, and not just the analytics, but also the my weekly task. And I'm trying to find a way to become more effective away to hand off more to my employees and really use the 80 20 rule and decide You know what you know in the top 10 Stumble upon did not come through well. Should I be? And I don't spend a lot of time on stumble upon, but maybe I should be, you know, not spending as much time on there or what have you and spending more time on other side. So that's really what I wanted to talk about today. I hope you found the information as I reveal sort of my own, my own stats, my own data and my own way of thinking and dealing with, you know, making sense of all the data and really putting that toe work for me help make my social media more effective. I hope that all makes sense to you. It sounds like a lot of work. It doesn't have to be. You need to come down. You need to create a routine out of all this and pick and choose the data that you're going to use and pick and choose how you use it and make a process out of it. I'm really excited to announce that I've already accepted the opportunity to speak with Social Media marketing world in March, and it's all gonna be about how to create processes around your social media. It's something that I've been very passionate about building my own, and I think that's really the magic or I should say, the magical missing ingredient that a lot of businesses have. Unless you outsource to an agency and then your process is just working with your agency. But if you're doing it in house, it's the need for a process, a rational process that is aligned with the social media strategy with tools of best practices. You'll be hearing me talk a lot more about that over the last months. Wow, this has been an exciting podcast. I hope you'll share in my excitement that I have for the subject and how I just think a lot more businesses and professionals can be maximizing your social. That's it for today. If any of these topics resonated with you, hey, reach out to me. I want to know, and I want to talk more about that in future podcasts. But until then, everybody, wherever you are in the world, make it a great social day and wishing you a strong close to your third quarter by everybody. Thanks for listening to maximize your social, we appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact meal Schaffer at Neil at Maximize your social dot com. Make it a social day