Pinterest: A Game Changer?

IS PINTEREST THE NEXT SOCIAL COMMERCE GAME CHANGER? Social networking websites continue to drive a growing share of referral traffic. Although Google+ has garnered a lot of attention recently, another new player has entered the game and could be appearing in your website referral traffic reports. Here's how Pinterest is reshaping social commerce for online retailers. Estimated unique visitors to Pinterest.com increased by 429 percent from September to December 2011: Total same-store referral traffic from Pinterest to five specialty apparel retailers rose 389 percent from July to December 2011: WHAT IS PINTEREST? 8 (In Millions) (2011) JUL 0.98% 7.21 M.a... Pinterest AUG - 1.28% 6 SEP 187% 4.46 M 4 OCT - 217% Pinterest is a virtual bulletin board that allows * 2.97 M users to share images/links they find interesting or inspiring. Once shared, these images become "Pins" that can be placed on thematic "Boards" that users can customize for NOV - 3.06% 1.68 M DEC - 383% any topic. Once something is pinned, it can then be "Repinned" by other Pinterest users. Source: Monetate Platform-wide Analytics SEP OCT NOV DEC (2011) Source: Compete.com Social Networking and Forum Websites Driving the Most Referral Traffic PINTEREST DRIVING MORE TRAFFIC (week ending 11/26/11) THAN GOOGLE+ O Ranking Pinterest has quickly become one of the most popular social media portals for consumers to visit prior to visiting retailers' websites. f You Tube Source: Experian Hitwise US Tips for Using Pinterest WHO'S USING PINTEREST? HGTV START AT HOME 8,248 followers NORDSTROM 6,730 followers west elm 6,414 followers Getting started on Pinterest is quick and easy. Once you create an account, you can drive traffic back to specific product detail pages on your website and allow customers to share Pins on Facebook and Twitter. ModClothl 1. Promote a lifestyle 3. Crowdsource 2. Use it like a focus group 4. Run contests 4,801 followers 5. Inspire your team Source: Pinterest (as of 1/19/2012) Source: American Express Open Forum Traffic Referrals to Retailer IS SOCIAL REFERRING Search Engine Referral Traffic to Leading Retailer Websites Websites MORE VISITORS Search Engines THAN SEARCH? REFERRAL TRAFFIC FROM SEARCH ENGINES to leading retailer websites (December 2011) 2 Other Retailers 29% Not quite. While retailers are increasingly turning to social networking websites like Pinterest to communicate with current and Social Networking & Forums 100% potential customers, search engines still remain the biggest driver of referral traffic. 4 Email 80% 62% 60% 5 Rewards & Directories 40% 14% 10% 20% Source: Experian Hitwise US Google Yahoo! Bing Source: Monetate Platform-wide Analytics & Experian Hitwise US Whether using social or search, consumers continue to have more say about how they want to interact with a retail brand and, ultimately, have a personalized customer experience. As shoppers use new social networking websites like Pinterest, you'll want to consider how social and search influence your customers and impact your business. monetate Follow @Monetate on twitter