Pinterest literally exploded onto the scene this year, with interest from all quarters of the net with users, brands and marketers recognizing the visual pinboards potential for discovery. It was inevitable that a dashboard to take pinning to the next level would be on its way once media attention caught hold.
In late March, an analytics and campaign tool called Pinerly launched in closed private beta, inviting one or two individuals at a time. The founders talk about having learnt their lesson on an earlier venture when they opened up beta to a mass audience before the site was ready. This time around, they are determined to go slowly, iron out bugs, listen to feedback and implement new features before swinging the doors wide open.
What is Pinerly?
The Pinerly dashboard aims to help brands, bloggers or savvy users to better analyse the content they pin (which Pinerly call a campaign). Through the dashboard you can see real-time click-throughs, likes and re-pins – allowing you to measure activity as it unfolds, tweak if necessary, identify what works and doesn’t work for your content and take that learning forward.
By adding all of your pins via the Pinerly dashboard or bookmarklet, you will be able to gain valuable insight into how Pinterest is working for you. Every social network is unique, they have their own written and unwritten rules of engagement. At the same, different brands perform better or worse than others on individual social networks; from what type of content works, to what time of day you get the most engagement and so on. On the subject of what time of day works best, Pinerly is soon to implement a schedule functionality, so you can time your pins.
The analytics Pinerly offers are good. On the overview page, you see a snapshot of the number of followers, how many pins and boards you have etc. You then have the ability to drill down and see a monthly, weekly or daily overview from all the campaigns (as above, each time you pin something via Pinerly it’s called a campaign). You also have the ability to define what period of time you want to see results from, ideal for gathering insight before, during and after any social media campaign you might run.
Pinerly tells you the number of click-throughs, likes, repins and how many people you reached during a defined period of time, as well as showing you which are your best performing boards and underneath is a breakdown of the top five best performing campaigns for the specified time. Also present on the overview page is tips box to help you make the most of Pinterest, such as, “Pin from an individual post not from the homepage of your site. This will target a specific idea or product, giving you more direct traffic.”
Not without its flaws
Pinerly isn’t perfect, there are a few kinks to iron out, such as the amount of click-throughs it takes to pin something, it sometimes doesn’t pin content via the bookmarklet that Pinterest’s own does, new functionality to introduce and so on. At this stage, Pinerly offers a pretty nice but simplistic overview to how your content performs on Pinterest but as a marketer I want to know more detail. In addition to seeing the overall engagement for a particular period of time, I want to be able to drill down and select the pins (or boards) and view their individual performance over a set period, and even cross compare a board or pin against another.
It would be helpful to also see a breakdown of the location and demographics followers and clickthroughs as well as being able to identify if and when people follow or unfollow coincides with particular content being pinned. But it’s just getting started and the founders appear to be super keen to listen to feedback (something they love getting they say!), and deliver a site that evolves as the needs of its users and indeed how Pinterest does.
A good dashboard is worth its salt
There will undoubtedly be other dashboards for Pinterest popping up shortly, and with the growing attention on Pinerly it might also be something Pinterest are looking to introduce themselves – if they aren’t already. But for now if you can get access to Pinerly, it can potentially help you really learn how to best maximize your marketing efforts across Pinterest. A clever dashboard can make using a social platform much more efficient for brands and agencies, think of Hootsuite and Tweetdeck for Twitter – the latter which was bought by Twitter for £25 million.
So, if you use Pinterest, then perhaps consider adding your email address to the growing list of people waiting for Pinerly beta invitation. If you recommend people who also sign-up, then it boosts you up the waiting list and will give you sneak-peaks to the service and potentially even bonus features – a nice viral touch, better than your bog standard beta invite.
Update 6pm on 14/05/12:
Since this was published Pinerly are allowing beta users to invite up to 20 other people
Here’s a sneak-peak of insights from my personal Pinterest profile to share with you, including the Pinerly tour:
Rachel Hawkes, is an account director at communications consultancy Elemental @elementalcomms.