Thursday, October 25, 2012

Pinterest stats: does it really drive more sales than Facebook?

Pinterest is no longer the hot new thing that it was for much of 2012, it still has too much potential to be ignored.
Social marketers tend to default to Facebook and Twitter for obvious reasons, but the stats around engagement and referral traffic on Pinterest are compelling to say the least.
We’ve already looked at six brands making good use of Pinterest and blogged nine awesome Pinterest infographics, and now here is a round up of some of the most interesting case studies we’ve seen along with a roundup of useful traffic and user stats.

Most of the case studies suggest that Pinterest is the most effective social network for driving traffic and sales to e-commerce sites, though we did find one dissenting voice...

Pinterest drives more traffic than Twitter for Sony

Back in June Sony gave us an insight into its Pinterest strategy, which began with research into what brand content was already being shared.

By knowing what fans wanted, this allowed the Sony team to plan its potential boards and analyse the assets they already had in its Flickr community, in house and in its archives.

At launch, Sony utilised other channels to promote its Pinterest account. The team also increased pin frequency to four pins a day and created additional boards as needed to keep momentum going.
By June it had more than 2,300 brand followers, 1,200 likes on Sony pins and more than 2,500 pins from the Sony website.

More importantly, Sony’s Pinterest boards have driven:
  • an 800% increase in traffic from Pinterest to the Sony store website.
  • 2.5 times the traffic driven by Twitter (which has 80,000 followers) to the website.
  • 10 times more clicks of the Pin-it button than the Tweet This one.

Study finds that revenue per click from Pinterest beats Facebook and Twitter

According to marketing technology company Convertro Pinterest represented 17.4% of social media revenue for e-commerce sites in April, up from just 1.2% in Q2 2011.

The data was taken from 40 of its clients, most of which are top 500 internet retailers.
Convertro predicted that it would grow to 40% of social e-commerce transactions by the end of Q2 2012 reducing Facebook’s share to slightly under 60% from 86% in 2011.

Furthermore, if you measure the big three social media sites on a 'first touch' revenue per click basis, Pinterest is the clear winner beating Twitter by more than 400% and Facebook by 27%.

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