Pinterest Goes All In on New Ad Messaging

Pinterest’s opportunity for paid media has been apparent ever since numbers of sales originating from pins on the site started to circulate.

Why is Pinterest so good at conversion compared to the more mature, larger networks like Twitter, Facebook, and Instagram?

Pinterest’s head of operations, Don Faul, gives his two cents to the WSJ (and they’re good ones):

“Pinterest is not a traditional user-generated content platform, it’s a place where people are coming to discover new businesses, new brands and new products… Our users are expressing their future intent. It’s not the shoes they bought last week, or where they went on vacation six months ago.”

It’s that last part that really shows you the “why” in the explanation of Pinterest’s paid media opportunity – relevancy not just to users’ interests, but actually being at the right point in a user’s purchase journey.

Think about it – how often do you go to Twitter with the intent to buy something? You might be thinking about buying something and head to Twitter to ask friends (and complete strangers) for their input. Likewise with Facebook, you’re not going on Facebook to buy something – or to make a final decision.

However, with Pinterest, users are often collecting and narrowing choices between products (via their pins or those of others) they actually intend to buy (or want to at least).

Additionally, the fact that you can actually see an pin, click it, and be adding that item to your shopping card within seconds puts Pinterest ahead of the other image-laden social network out there vying for ad dollars – Instagram.

Measure What Matters: Conversation Starters for Measuring Digital



Got it out of your system? Great. Now, don’t say those words again – unless you sincerely mean them.

In today’s marketing/business world, the idea that he who has the most data makes the best decisions is actually doing more harm than good. Granted, there are many companies out there wading through the data flood that are doing it with ease (and surprise, they’re usually based in the technology sector), but that’s not the case for most brands. I’m not a data scientist – I’m a marketer. I know enough about query strings, pivot tables, and APIs to get myself in trouble (and I usually do). What I do know, though, is that marketing/advertising/PR/customer service/[insert business group function here] have an obligation to report metrics that matter – not just to their group, but to the business and the business’ goals. Here are four ideas to spark your thinking about creating a meaningful digital measurement and reporting program. Note: If you were expecting to read this and get a list of KPIs to throw in a dashboard and call it a day – you’re sadly not going to get that. Each opportunity is different, thanks to different goals, data availability, and structure. Sadly, there is no one-size-fit-all solution.

Know Your Business Goals

Fans are a great stat, if you’re a baseball team and you’re looking at how successful you are. Likewise, if you’re running a Broadway show, you want to make sure you have as many people in the theatre every night as is humanly possible. It’s not the same for brands. Brands’ business goals can range from the incredibly tactical “Sell 5,000,000 laptops this Christmas,” to the fluffy “be the most-loved mobile device maker in the world.” Each of those are great in their own right, but there aren’t really marketing metrics that directly tie to them – and there shouldn’t be.

If your business goal is to sell 5,000,000 laptops at Christmas, you’re probably going to look at measuring clicks on links, site traffic, and conversions – but you’re not going to be too concerned with buzz or sentiment, as long as those laptops are getting from the assembly line to under someone’s Christmas tree.

If you’re aiming for the slightly more fluffy “be the most loved mobile device maker in the world,” you’re probably more concerned with measuring sentiment online, positive buzz, number of complaints, and scores from your customer service team. The point here is, you have to know and agree on business goals before you go collecting digital metrics, as trying to make them fit when going the other way can be messy.

Measureable Should Equal Actionable

If you can’t do something based off the insights your teams create around reporting, what’s the point? I use the words “Actionable Insights” with my teams and clients. Yes, that campaign got a bazillion and three impressions, but what did we learn? The learning wasn’t that we got a bazillion and three impressions, but that people reacted positively to ads that contained a blue background 3x better than images with an orange background – so we should create more images with blue backgrounds. That’s something that our creative/content team can immediately start doing once they read the report.

I like to end reports with a “Three Things to Do by Tomorrow” slide that gives people very clear marching orders – whether those are optimizations or net-new tactics. Doing this gets people thinking in terms of “what did we learn that we can action right away to save money and be more effective.”

Automate What You Can

APIs and automated downloads are your friend. They’re also the friend of your reporting and measurement teams. If they can spend less time clicking download, that means they have more time to analyse the data, working toward that idea of Actionable Insights.

While we’d all like to have custom-built tools plugged into APIs-a-plenty, that’s simply not possible for many marketers. What is possible, though, is creating regular reporting using automatic downloads – and using tools to help where networks don’t have the options.

The time you save will most likely outweigh the costs associated with automated data and report delivery, but more importantly, it frees your teams up to focus on objectives.

Forget Everything Else

This is probably the hardest bit, quite honestly. Once you set your framework, you need to let it run for a while so you can see what’s working and what isn’t. When you start bolding things on, taking things off, and augmenting existing pieces you eventually end up right back where you started – with a jumble of numbers and insights that don’t match up, don’t show change over time (because you keep changing), and don’t necessarily level up to business goals.

Making a concerted effort to measure and report on the pieces that matter not only to your specific area of the business, but wider business goals means less time and effort on your part and savings for the company in the way of data licensing/storage/tools/etc.

I once had a client that paid a company to essentially search the internet for mentions of their brand and hand score (because things like Crimson Hexagon didn’t exist yet) posts to let them know the mix of positive, negative, and neutral comments. So, every month the client got their numbers, read verbatim examples… and then continued doing exactly what they were doing. What was the point? The number had become nothing more than a check box on a review sheet – not actionable.

Note: I don’t mean to just go heads-down, but you do need to actually start measuring/reporting at some point – and that takes turning off the big data info flow for a bit.

At The End of the Day…

CEOs of large companies don’t keep track (or at least I hope not) of how many Facebook fans they have. If marketers can start thinking in terms of overarching goals and how what they’re doing contributes to those goals, that’s a good first step. The amount of data out there won’t get smaller anytime soon, so it’s up to us to fight for streamlined processes where possible and to help push for better understanding about metrics that really matter.


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Location: The Last Piece of Twitter’s Success Puzzle


Twitter has been eating Facebook’s lunch recently – and I’m loving it. They’re moving quicker and breaking more things than the Facebook crew… and those things they’re breaking are barriers and ad revenue goals.

One thing, though, stands in the way of Twitter and true success in the ad space – Location.

They’ve Been Thinking About Location Before
It’s something the Twitter team dealt with even before Twitter was Twttr – back when it was a Jack/Noah/Ev concept. At that time, Dodgeball was buzzing in NYC, letting people drop notes to their friends, via SMS telling them where they were. Odeo was dying and Apple was gobbling up any podcasting goodness out there as the “status” idea started to morph into something.

Dodgeball, as we all know (or maybe not because I’m learning not everyone is a nerd like me) was eventually bought by Google – which them shut it down. However, it was resurrected as another playground game-named service as (you guessed it) Foursquare!

Location. Location. Location.
Since early on, Twitter’s mobile applications (and indeed its API) have let users share location data with Tweets. How much that actually is used varies depending on which report/study you read (and how they’re done). A USC study and resulting app says one in five tweets carry identifiable location data – either actively shared or in metadata. That number seems much higher than the previously assumed 1-3% that’s been discussed around the net for years.

That low number starts to provide a hurdle when looking to have an active part in that all-important proximity to point of purchase for Twitter.

The Mobile Holy Trinity
They’re already pushing hard in the mobile game with their MoPub buy (which will bring rich content experiences to the mobile Twitter feed soon – and holy crap it’s going to be awesome) and their opening up the ability to created Tailored Audiences, essentially bringing actual retargeting to mobile devices via data partners.

If Twitter could (and it’s going to take more than tech – a change in user behaviour) connect the three: rich ad units, retargeting, and location… you might as well just give them the advertising prize for a social network right then and there.

So, how do they do this?
That’s a tough question, and one that teams at Twitter are no doubt toiling with. Content that’s being targeted to users based on location now is only taking into account location data entered by users in their profiles – an imperfect targeting solution, but effective enough for brand campaigns aimed at increasing recognition and other “softer” metrics.

If Twitter wants to build confidence among traditional retailers and businesses, they’ll need to get closer to the register.

Change The Rules
While not ideal, changing the terms of service to allow Twitter to use real-time mobile device GPS coordinates to serve content is a way forward. The company is already testing a “Nearby” function that lets users see content being published in their vicinity. It’s only a short step from that to using the same location info for ads.

Likelihood: Medium

Buy ’em. Foursquare has been struggling the past few years. The app is great – don’t get me wrong. They’re just not proving a great platform for brands to bet on. Crawley is trying his ass off and I think they’ll get it right eventually, but will it be too late?

If Twitter could buy Foursquare and get some of the “here I am” goodness from that platform to rub off on Twitter (not to mention all the local business recommendations, etc.) it could offer a whole new dimension to their platform.

Likelihood: Low/Medium

Get Physical, Physical

I probably talk about these at least once a day, but iBeacons! iBeacons! iBeacons! If Twitter invested in this technology and linking it with their platform, push messages could be sent to users when they were browsing near products.

Likelihood: Medium

The Full-on Dream Sequence Scenario
This is how it’d go down in a perfect world, a literal combo punch of everything above.

It’s June 2014. Twitter, having just bought Foursquare in February is rolling out the latest version of their app – complete with Foursquare’s location-aware push notifications. John is walking near Regent St. and gets a push notification from Twitter: it’s a rich ad unit showing the nearest Gap stores to him (there are 3) and advertising their 30% off sale. John clicks he location that’s also right next to an Itsu because he is craving some sushi.

When John enters the Gap store, his phone vibrates, welcoming him to the store and reminds him that he was looking at some of the new 1969 Original Skinny Jeans and a cardi on the website earlier – then it points him to where they are in the store.

When John wanders over to the denim section, the iBeacon near the Original Skinny Jeans beams info on the jeans to his phone along with a special, Email subscriber only deal for an additional 10% off denim (because Gap knows John loves denim).

John goes to the register, pays with his phone (because I’m pretending we’ll all be doing that next year), and leaves the store. Since his digital wallet is linked with his email and store accounts for brands like Gap, H&M, JCrew and more, John gets a Tweet after he’s a block away telling him to drop them a Tweet about how the new jeans fit and linking him to a customer satisfaction survey.

At the End of the Day
We may be a little further off from that than I’d like, but right now Twitter is flying toward that reality at full speed. If they can crack the location issue, I think they make an incredibly strong case for being one of the most-important marketing tools of our time (even more so than they already have).

#hashtagging the Grand Daddy of Them All? #NoWay


When you wake up on Jan. 1, Whatever year it is you can expect to see the Rose Bowl (yes, except when the 1st falls on a Sunday). I remember watching the game with my dad just about every year – except for the two times we’ve been there with WSU.

This year, as I watched the game, I saw a couple ads from lead sponsor VIZIO. They were great ads, but the thing that rubbed me wrong was the hashtag shown at the end – #VIZIORoseBowl. Yes, we know you’re the sponsor… but did you really think you’d generate a ton of conversation around a hashtag that is tied to one of the most-nostalgic games in sport?

This is a prime example of how, to no one’s fault, simply pushing a hashtag out into the wild can flop. Granted, nothing is probably hurt from this (assuming they didn’t go buy a sponsored hashtag, etc.), but they’re losing out just by trying to divert conversation.

Take a look at the search brought back and decide for yourself.