Why All the Interest in Pinterest?
You may have noticed Pinterest catching up with and even surpassing the likes of Twitter and Facebook as one of the top social-referrers to your site. It’s PINSANE! (okay, that is the first and last pin-play) Here is actual data from one online retailer:
Although Facebook still commands a hefty lead in terms of social traffic to the site. It is interesting to note that the more valuable segment in terms of conversion for this company is Pinterest:
In a report from BlogHer.com published in February of this year — They found that approximately 48% of female social network users in the US said a post/recommendation on Pinterest had in some way influenced a purchase decision. Now, don’t get me wrong here. I am not telling you to throw all of your marketing dollars into finding ways to promote your business on Pinterest. I am simply illustrating the fact that it is an emerging platform and there are ways to harness it’s growing user-base.
We have already identified the traffic and conversion rates from Pinterest. This is valuable information, but it is limited in actionability. What if we can take it to the next level and identify not just the channel, but also the individual “Pinners” that are driving traffic and conversion to your site? Once identified as ‘Pinfluencers’ (I know, I promised I wouldn’t, but I just can’t resist) for your site, these are actual individuals that you can follow, repin their content and do what it takes to motivate them continue to be brand advocates on Pinterest.
This is Doable!
In fact, we are already doing this with Twitter. The concept here is the same:
1. A visitor lands on your site with Pinterest as the referrer
2. As each referring URL is unique to the user that pinned your content, we can get the information from Pinterest on who the Pinner is
3. We make that query in real time and pass it into SiteCatalyst and SocialAnalytics
4. All down stream interactions will be attributed back to the individual Pinners
5. You can also identify what content your top Pinners are pinning by doing a subrelation with your pages report or other content/product aggregations