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Pinterest Not just another social media channel Monday, May 7, 12

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Originally presented at NCTech4Good conference, June 2012.

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Page 1: Pinterest. Not just another social media platform

PinterestNot just another social media channel

Monday, May 7, 12

Page 2: Pinterest. Not just another social media platform

@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

Page 3: Pinterest. Not just another social media platform

@ConfluenceCorp

We are hard-wired to respond to visual stimuli

Monday, May 7, 12

Page 4: Pinterest. Not just another social media platform

@ConfluenceCorp

So, what is Pinterest?

Monday, May 7, 12

Page 5: Pinterest. Not just another social media platform

@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

Page 6: Pinterest. Not just another social media platform

@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

Page 7: Pinterest. Not just another social media platform

@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

Page 8: Pinterest. Not just another social media platform

@ConfluenceCorp

Who is the average Pinterest user?

20%

80%

Female Male

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

Page 9: Pinterest. Not just another social media platform

@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

Page 10: Pinterest. Not just another social media platform

@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

Page 11: Pinterest. Not just another social media platform

@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

Page 12: Pinterest. Not just another social media platform

@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

Page 13: Pinterest. Not just another social media platform

@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

Page 14: Pinterest. Not just another social media platform

@ConfluenceCorp

Let’s dive in!

Monday, May 7, 12

Page 15: Pinterest. Not just another social media platform

@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

Page 16: Pinterest. Not just another social media platform

@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

Page 17: Pinterest. Not just another social media platform

@ConfluenceCorp

Boards

Monday, May 7, 12

Page 18: Pinterest. Not just another social media platform

@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

Page 19: Pinterest. Not just another social media platform

@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

Page 20: Pinterest. Not just another social media platform

@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

Page 21: Pinterest. Not just another social media platform

@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

Page 22: Pinterest. Not just another social media platform

@ConfluenceCorp

Nonprofits on Pinterest

Monday, May 7, 12

Page 23: Pinterest. Not just another social media platform

@ConfluenceCorp

Amnesty International

Monday, May 7, 12

Page 24: Pinterest. Not just another social media platform

@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

Page 25: Pinterest. Not just another social media platform

@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

Page 26: Pinterest. Not just another social media platform

@ConfluenceCorp

NRDC Save BioGems

Monday, May 7, 12

Page 27: Pinterest. Not just another social media platform

@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

Page 28: Pinterest. Not just another social media platform

@ConfluenceCorp

Unicef

Monday, May 7, 12

Page 29: Pinterest. Not just another social media platform

@ConfluenceCorp

Unicef

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

• 6,116 followers

Monday, May 7, 12

Page 30: Pinterest. Not just another social media platform

@ConfluenceCorp

AARP

Monday, May 7, 12

Page 31: Pinterest. Not just another social media platform

@ConfluenceCorp

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

Page 32: Pinterest. Not just another social media platform

@ConfluenceCorp

PETA

Monday, May 7, 12

Page 33: Pinterest. Not just another social media platform

@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

Page 34: Pinterest. Not just another social media platform

@ConfluenceCorp

Ideas for Nonprofits

Monday, May 7, 12

Page 35: Pinterest. Not just another social media platform

@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

Page 36: Pinterest. Not just another social media platform

@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

Page 37: Pinterest. Not just another social media platform

@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

Page 38: Pinterest. Not just another social media platform

@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

Page 39: Pinterest. Not just another social media platform

@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

Page 40: Pinterest. Not just another social media platform

@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

Page 41: Pinterest. Not just another social media platform

@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

Page 42: Pinterest. Not just another social media platform

@ConfluenceCorp

5 Reasons to Join

Monday, May 7, 12

Page 43: Pinterest. Not just another social media platform

@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

Page 44: Pinterest. Not just another social media platform

@ConfluenceCorp

Reason #2 - Engaged Audience

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

Monday, May 7, 12

Page 45: Pinterest. Not just another social media platform

@ConfluenceCorp

Reason #3 - Gifts

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

Monday, May 7, 12

Page 46: Pinterest. Not just another social media platform

@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

Page 47: Pinterest. Not just another social media platform

@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

Page 48: Pinterest. Not just another social media platform

@ConfluenceCorp

Questions? Comments?

Monday, May 7, 12