Social Media Marketing @Convonix

Are you interest-ED

Pinterest is a pinboard-style social photo

sharing website that allows users to create and manage

theme-based image collections such as events, interests, hobbies and more

What Wikipedia thinks it is

It’s a social networking and publishing site based on photos

What bloggers think it is

What WE think it is

Pinterest lets you organize and share all the beautiful things you

find on the web

What Pinterest thinks it is

What it actually is

It’s an addictive online scrapbook

• It’s About Discovery, Not Search

• The Content is the Navigation

• It’s About Interests, Not Friends

• It Creates Persistent Content

• It Doesn’t Seem Commercial (Yet!)

What is Pinterest all about?

The origin of Pinterest

• The Pinterest project began in December 2009 with former Google

display advertising designer Ben Silbermann at the head, supported by

Paul Sciarra of Radius Ventures and Evan Sharp, former Facebook

product designer

• Pinterest started operation under closed beta status in March 2010

• Although the ability to expand Pinterest's membership was somewhat

limited with the invite-only clause, its growth was alarmingly

exponential

• While in its beta stage, Pinterest accumulated over 1.5 million users

with approximately 3.8 million views per day

How to use it

Pinning

Upload a new pin/linking/comment

Follow people/boards and re-pin

Create boardsYour own Or choose from available

Invitation requestUse Facebook Use individual login details

What is a pin?

A pin is added to Pinterest. A pin can be added from a website using the ‘Pin it’ button or you can upload images from your computer. Each pin added using ‘Pin it’ button links back to the site it came from.

What is a board?A board is a set of pins. A board can be created on any topic, such as Cool Posters, Recipes For Dinner, or Wishlist. You can add as many pins to a board as you want

Pricing Function

TRAFFIC

Link the board to the web-

site

Pin directly from

website

Add URL in description

Linking Back

Why all the Interest in Pinterest?• January 2012, Pinterest had 11.7 million

unique users

• It’s the fastest site in history to reach 10

million unique visitors per month

• 3rd most visited social media site in the

US

• Average time spent on website by a

visitor from Pinterest is higher in

comparison to other social platforms

• Visual appeal

• Invite-only

• Strong word of mouth

• Something new is exciting

• Design

• Action buttons are hidden

• Limited comments

• Images are center stage

• It's easy & it’s a fun

experience

• It’s like shopping

Why did this happen?

industries that should use Pinterest• E-commerce

• Beauty

• Apparel

• Tourism

• Education

• Wedding planning

• Interior decoration

• Designing

• Photographers

• Hotels and Food Chains

• Drive traffic

• Index boards

• Build links and back-links

• Searching Images

• Analyzing Traffic

• Buttons to Pin

• Make sure to repin and follow other pins and

users from the same industry

• Infographs are big on Pinterest

• Fill out the “About You” section that appears

under your photo so that your followers know

about you

• Link the pinned photo back to your site

• If you’re selling something, add the price to

your pin

• Get creative with the board names

• Feel free to pin videos!

• Always add a description to your pins

• Make sure to change the descriptions written by

others to make your pins unique

• Repin everything to your Twitter and

Facebook profiles by default

• Create boards strictly for your own business

• Use your brand’s Pinterest account for

personal pinning

• Use Pinterest if it can’t be a part of your over-

all social media strategy

related: http://pinterest.com/

• Completely visual inspiration engine and cloud scrapbook for all your

wedding favorites

• Plan a wedding, create your dream wedding, collect ideas for your

wedding, etc.

• Have various color schemes to help you narrow down searches or to find

what your looking for

Lover.ly

• Same layout as

Pinterest

• The top search

query is

“Pinterest

clone”

pinspire

• “Manly website”

• Still invite based

• The core of Gentlemint

was actually built in a day

gentlemint

Social Media Marketing @Convonix

What to measure?

Pinpuff lets you measure Pinfluence - popularity, influence,

activity, reach on a scale of

100

You can measure the value of pins

& referral traffic

Provides analytics and

graphs

You can measure

profile, board and pin level

insights

Lets you measure the popularity

and reach of your boards

and pins

Pinterest lets you monitor the pins and repins that

are done from your website

Adding, ‘source/yourwebsite’ after

pinterest.com/ will let you

see the total number of pins from

your website

Google Analytics lets you measure referral traffic coming from

Pinterest

You can also measure

conversions, last

interaction conversions,

assisted conversions

How to measure the Metrics

A FEW SUCCESSFUL CASE STUDIES

• Etsy’s pinboards really take to heart what its brand stands for

• The company is humanizing its brand and forming deeper

connections with its target audience.

• Etsy representative Adam Brown said that "Pinterest is a growing

source of traffic for Etsy" and that they consider it "terrific for our

members because it's another way for shoppers to discover all of

the amazing things that Etsy sellers create."

CONNECT WITH YOUR TARGET AUDIENCE

• In 2011, Perpetual Kid began to gain

organic exposure on Pinterest as

customers pinned pictures of

Perpetual Kid’s products, as well as

pictures that had been drawn on

shipping boxes by the staff

• In the summer of 2011, Pinterest was

driving only 0.20% of Perpetual Kid’s

total traffic; by January 2012, it was up

to 2.63%

• For Perpetual Kid, Pinterest traffic

converts to a sale at more than

twice the rate of Facebook traffic

DRIVE WEB TRAFFIC

GENERATE LEADS

CONVERT SALES

Social media traffic: perpetual kid

Indian Brands

• Niraj Shah, CEO Wayfair (the 2nd largest home goods retailer by

revenue) says that shoppers referred by Pinterest are 10% more

likely to make a purchase than visitors who arrive from other

social networks, including Facebook and Twitter

• "Pinterest is a huge source from a referral standpoint, even

beating out referrals from Facebook in the month of October," said

Shannon King, GM of digital for Real Simple magazine

• When Lionsgate introduced video content to its Pinterest profile,

Lionsgate BeFit’s YouTube activity doubled, from 200,000 to

400,000 views

what’s behind the Pinterest phenomenon?

Lower barriers to building reach

Pinterest is reportedly monetizing the site by making money as an affiliate