pinterest. not just another social media platform

PinterestNot just another social media channel

Monday, May 7, 12

@ConfluenceCorp

• Good morning – I’m Karin Tracy.

• VP of Creative Services for Confluence

• Over 90% of our clients are nonprofits, member organizations and foundations.

Who Am I?

Monday, May 7, 12

@ConfluenceCorp

We are hard-wired to respond to visual stimuli

Monday, May 7, 12

@ConfluenceCorp

So, what is Pinterest?

Monday, May 7, 12

@ConfluenceCorp

Pinterest is...

• a visual bulletin board

• a shared and collaborative bookmark repository

• a community building tool

• a source of traffic for your website

Monday, May 7, 12

@ConfluenceCorp

A members-only site

• All users must request an invitation

• Fret not! Users receive invitations within a day or two

• Once invited, you can create an account with email address and password or log in using either Facebook or Twitter

Monday, May 7, 12

@ConfluenceCorp

Explosive User Growth!

• May 2011: 418,000 users

• July 2011: 1,030,000 users

• September 2011: 2,023,000 users

• November 2011: 4,855,000 users

• January 2012: 11,716,000 users – 2,802% growth in 8 months!The fastest standalone site in history to cross the 10 million mark

Source: Mashable/ComscoreMonday, May 7, 12

@ConfluenceCorp

Who is the average Pinterest user?

20%

80%

Female Male

Source: Experian Hitwise December 2011Monday, May 7, 12

@ConfluenceCorp

And, age range?

2%5%

16%

25% 30%

17%

5%

0-17 18-24 25-34 35-44 45-54 55-64 65 and older

Source: Experian Hitwise December 2011Monday, May 7, 12

@ConfluenceCorp

Annual Household IncomeSource: Experian Hitwise December 2011

5%

16%

26%31%

17%

5%

$0-$25k $25-50k $50-$75k $75-$100k $100-$150k $150k or more

Monday, May 7, 12

@ConfluenceCorp

Duration/engagementminutes per month

Source: JeffBullas.com March 2012

0%3%3%

14%

14%

65%

Facebook Pinterest Tumblr Twitter LinkedIn Google+

89405

Monday, May 7, 12

@ConfluenceCorp

“Do you trust the information and advice you get from...”

• BLOGS: Yes – 81%

• PINTEREST: Yes – 81%

• TWITTER: Yes – 73%

• FACEBOOK: Yes – 67%

Source: BlogHer/SocialMediaToday March 2012Monday, May 7, 12

@ConfluenceCorp

So what does that mean?

• Women account for 85% of all consumer purchases

• Represent a $2.4 trillion market

• Donations and gifts to charities and nonprofits are made more often by women

• Pinterest is a trusted source of information and advice for women

• Users are spending more time on Pinterest than any other social network besides Facebook

Monday, May 7, 12

@ConfluenceCorp

Let’s dive in!

Monday, May 7, 12

@ConfluenceCorp

Dashboard• View by

– Everything– Videos– Popular– Gifts

•Gray banner with price is automatically added if you enter the cost

•Friends to follow– Auto suggested

•Recent Activity– Shows new followers, repins and likes

Monday, May 7, 12

@ConfluenceCorp

Boards and Pins

• Boards are categories (category names are freeform – not a set list)

• Pins are individual photos or videos that are assigned to a board

Monday, May 7, 12

@ConfluenceCorp

Boards

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@ConfluenceCorp

Pin

• A pin is one image or video

• Clicking on the image or video opens a new browser window and redirects the user to the referring website

• The pug picture was pinned from CuteOverload.com and a click takes user to that page on CuteOverload.com

Monday, May 7, 12

@ConfluenceCorp

3 Ways to Pin

• Upload a photo from your computer

• Add Pinmarklet to your browser and pin from any webpage. If there are multiple pictures on a webpage, you will be prompted to choose one for Pinterest

• Use the Pin it sharing button on participating sites

Monday, May 7, 12

@ConfluenceCorp

Keywords and Prices

• When you pin a photo/video, choose descriptive keywords in the text area

• If you are pinning an item with a cost associated (product, donation level, registration) include the cost in the description

• Pins with cost banners automatically appear on dashboards AND within the Gifts menu

Monday, May 7, 12

@ConfluenceCorp

Repinning & Liking

• Other users repin pins of interest

• Repins are immediately loaded onto followers landing page AND the Pinterest home page

• Likes are saved to the users profile but are not loaded onto pages as described above

Monday, May 7, 12

@ConfluenceCorp

Nonprofits on Pinterest

Monday, May 7, 12

@ConfluenceCorp

Amnesty International

Monday, May 7, 12

@ConfluenceCorp

Amnesty International

• Amnesty International has 14 boards with 176 pins

• This board, Facts, has 5805 followers on only 22 pins

Monday, May 7, 12

@ConfluenceCorp

Amnesty International

• Fair Trade board offers prices and direct links back to Amnesty International’s Fair Trade shop

• Note hashtag – #fairtrade – in the board description

Monday, May 7, 12

@ConfluenceCorp

NRDC Save BioGems

Monday, May 7, 12

@ConfluenceCorp

NRDC Save BioGems

• National World Penguin Day board has only 8 pins, but is followed by 1,877 users

• Have fun with your boards – even a serious topic like conservation can be presented in a friendly and engaging manner

Monday, May 7, 12

@ConfluenceCorp

Unicef

Monday, May 7, 12

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Unicef

• Unicef TV board has 75 pinned video reports from Unicef campaigns and efforts around the world

• 6,116 followers

Monday, May 7, 12

@ConfluenceCorp

AARP

Monday, May 7, 12

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AARP

• AARP’s core audience does not fit into the main Pinterest userbase

• However, they have 686 followers of the main account

• And the Quotes to Live By board has 1671 followers

Monday, May 7, 12

@ConfluenceCorp

PETA

Monday, May 7, 12

@ConfluenceCorp

PETA

• You can allow other Pinterest users to post to your boards. Encourage collaboration amongst your staff

• The Vegan Products board allows PETA to drive traffic to companies and supporters of their mission

Monday, May 7, 12

@ConfluenceCorp

Ideas for Nonprofits

Monday, May 7, 12

@ConfluenceCorp

Environmental Organization

• Recycling or reuse projects in your city or community

• Parks and local green areas

• Outdoor activities for people of all ages

• Endangered species

• Community cleanups

• Earth Day

• Gardening, responsible watering, plants, community tree plant-a-thons

• DIY green – rain barrels, composting, small solar projects

Monday, May 7, 12

@ConfluenceCorp

Animal Shelter/Rescue

• Adoptable pets

• Rescue success stories

• Topical news about animals

• Donate now

• Wishlist

• Sponsors/supporters

• Quality pet food, pet products, toys

• Animal events occurring within the community

• Pet food recipes/treats

• Funny animal pics/videos

Monday, May 7, 12

@ConfluenceCorp

School*

• Student projects

• Art from art class

• Video of different teachers – thirty seconds each

• Activities for kids/pre-teens/teens to download

• Amazon wishlist

• Favorite books by grade/year

• Musical instruments offered by band department

• Classroom decorating ideas/contest

• Curricula/syllabi

*Be aware of your school’s regulations about including children's recognizable faces

Monday, May 7, 12

@ConfluenceCorp

Women’s Organization

• Influential women in history

• Women in politics or positions of prominence

• Local ‘Superwomen’ – collaborative community board

• Mom of the Year

• Local girl or young women’s groups/events

• Issues around discrimination in the workplace

• Women’s health

• Reproductive rights (if applicable)

• Mothering-related (if applicable)

• Healthy diet and lifestyle

Monday, May 7, 12

@ConfluenceCorp

Hospital/Health-Related

• Medical research stories related to your mission/area of expertise

• Wishlist, toys, cheer items

• Infographics about specific health issues

• Healthy lifestyle - exercise, balanced meals, stress reducers

• Positive images/video of healthy people who have benefitted from your service or care

• Fundraising

Monday, May 7, 12

@ConfluenceCorp

Veteran’s Organization

• Soldiers returning from overseas or active duty

• Armed Services historical photos

• Military awards and medals

• Uniforms from different branches

• Working animals in the military

• Important events or dates in military history

• Family support

• Acclimating to civilian life or return to the States

• Medical/mental information specific to vets

Monday, May 7, 12

@ConfluenceCorp

Member Organization

• Member pictures/stories

• Brag board for ‘above-and-beyond’ member accomplishment

• Images/videos related to organization’s mission

• Toolkits – resources, apps, websites relevant to your members

• Upcoming events

• How-to videos

• Benefits offered to members

• Bookstore, swag, ongoing education/certification

Monday, May 7, 12

@ConfluenceCorp

5 Reasons to Join

Monday, May 7, 12

@ConfluenceCorp

Reason #1 - Huge Community

• Pinterest is a rapidly growing community, composed of users who are hungry for a different kind of social media experience

Monday, May 7, 12

@ConfluenceCorp

Reason #2 - Engaged Audience

• Pinterest has an engaged audience that closely matches the target audience for many nonprofits

Monday, May 7, 12

@ConfluenceCorp

Reason #3 - Gifts

• The Gifts section is widely visited and provides exposure for your nonprofit fundraising efforts

Monday, May 7, 12

@ConfluenceCorp

Reason #4 - Analytics

• You can easily track referral traffic through Google Analyticsand ShareThis/AddThis

• See which images from your site have been pinned by going to: http://pinterest.com/source/yourdomain.org/

• Use third-party tools like Pinreach.com (analytics only), Pinerly.com (analytics, pin scheduler, management tool)

Monday, May 7, 12

@ConfluenceCorp

Reason #5 - Referral Traffic

• Pins back to your website count as referring traffic / incoming links and can help improve your search engine ranking

• Pinterest generates more referral traffic to websites than YouTube, Google+ and LinkedIn COMBINED

Source: JeffBullas.com/ShareaholicMonday, May 7, 12

@ConfluenceCorp

Questions? Comments?

Monday, May 7, 12