Pinpointing Social Media Value: Zappos – One Tweet is Worth 45 Pins…


Is the shiny-new-toy polish of Pinterest beginning to wear off?

Zappos Labs has looked at the sales value of customers sharing orders in social media.

First, no surprises on sharing volume, customers are far more likely to share on Pinterest than on Twitter (13x) or Facebook (8x).

Great news for engagement junkies.

But, if it’s business value you’re after, the Zappos Labs team report that a shared order on Pinterest only generates .75c in new sales for Zappos.  Compare this to Facebook $2.08 – making a Facebook share nearly three times as valuable as a Pin.  But the big surprise (to some) may be that an order shared on Twitter generates massive $33.66 in sales for Zappos.

So a Tweet is worth 45x a Pin.  Now you know.

If it wasn’t for Zappos Labs teams engaging in discussions online about the finding – and not correcting this – we’d have suspected that the decimal point had a blonde moment and lurched to the right.

But if we take the results at face value, and factor in more Pinterest shares than Pins (13x) – a tweet is still 3x more valuable than a Pin…

Nevertheless Zappos has launched a groovy new web app called pinpointing that allows people to get Zappos recommendations based on a Pinterest user’s pins.

 

 

 

 

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11 Comments

  1. […] (…) But, if it’s business value you’re after, the Zappos Labs team report that a shared orde… […]

  2. […] (some more obvious than others)Here’s How Zappos’ Huge Bet on Pinterest Actually WorksZappos: One Tweet Is Worth 45 PinsTwitter’s Relationship with the Media: It’s ComplicatedMint.com Tops 10MM Registered […]

  3. […] are far more likely to share their purchases on Pinterest than they are on Twitter or Facebook, an order shared on Twitter is actually worth $30 more than an order shared on Pinterest, contrary to previous studies. Even if we take the higher volume of Pinterest shares into account, […]

  4. […] on socialcommercetoday.com Related […]

  5. […] os usuários preferirem compartilhar suas compras no Pinterest, e não no Facebook ou no Twitter, um pedido compartilhado no Twitter vale US$30 a mais do que um compartilhado no Pinterest, contrariando estudos anteriores. Mesmo se pegarmos o alto volume de compartilhamentos do Pinterest […]

  6. James
    September 5, 2012
    Reply

    Zappos is going the same thing as Pinterest. They have to find new way of social, like 99presents.com.

  7. September 6, 2012
    Reply

    now we have another battle? Pins vs. Tweets?

  8. […] en la venta por Inetrnet)  a través de Zappos Lab, (gracias Mireia por el enlace) publicaba un estudio sobre el valor que para ellos tiene una recomendación, es decir, cuantos dolares les aporta a su cuenta de resultados que un cliente suyo recomiende en […]

  9. […] poco Zappos Lab publicaba un artículo donde se hablaba del valor que tiene una recomendación, es decir, cuánto dinero aporta a su facturación como empresa una opinión sobre su marca o […]

  10. Abdallah
    September 17, 2012
    Reply

    Very interesting numbers. I also think the value of conversations and how people make decisions is critical. Here is one example of a recent survey done by Engagio about the value of commenting http://blog.engag.io/2012/06/06/engagio-survey-commenting-more-important-than-sharing-and-replying-is-more-important-than-liking-or-sharing/

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