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

It sounds easy right?  Well, actu­ally it is.  The Social Media con­sult­ing team at Adobe has cre­ated a Javascript plu­gin that han­dles all of this for you.  This plu­gin is cur­rently in Beta and we are look­ing to have it pro­duc­tion ready soon.  Let me know what you think.  What would you do with this data?

 

 

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