© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Pinterest Insights: Tapping Into Consumer Intent Carmen Sutter & Kevin Knight| Adobe & Pinterest

#AdobeSummit

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Kevin Knight Head of Agency & Brand Strategy, Pinterest @kevinjknight

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

Carmen Sutter Product Manager, Adobe Social @c_sutter

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Pinterest is a visual discovery tool that helps people find ideas for all their projects and interests

Pinterest helps with questions

where the answers may differ from person to person

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50 Incredible Travel Destinations to Consider for 2014 | Viator www.huffingtonpost.com/.../50-incredible-travel-de... The Huffington Post Jan 27, 2014 - Where will you go in 2014? We can't plan your vacations for you, but we can certainly help you narrow your wish list of destinations with our ... Vacation Ideas - Travel Destination Ideas - TripAdvisor www.tripadvisor.com/Inspiration TripAdvisor Find great vacation ideas and inspiration from TripAdvisor, your source for the web's best reviews and travel articles. Travel ideas for beach, family, casino… Travel Destinations - Home www.traveldest.com/ Direct Travel is developing a new website, stay tuned for the launch in the near ... :Travel Destinations rated best corporate travel agency in Baltimore for the past ... 10 Most Disappointing Destinations in the World ... www.smartertravel.com › ... › Editorial Galleries SmarterTravel.com Apr 14, 2014 - These popular but disappointing destinations are more letdown than must-see. Like this ... It's full of our best tips, trip ideas, and travel deals.

Travel destinations

represent an opportunity much bigger than search These personal questions

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GENERAL SPECIFIC “Maybe I need a vacation”

“A beach sounds nice”

“Thailand has great beaches”

“This June I’m going to Phuket”

Search engines

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with ideas that are curated, not computed Plan your future

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People use Pinterest to…

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Find Pins in feeds, through search and on boards

Collect Pins on boards with the Pin It button

Try, buy or learn more from your Pins

Discover Save Do

Here’s How It Works

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They organize Pins on boards

Recipes to try

They discover Pins through feeds 1 2 3

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People Pin your content from Pinterest or the web

Click back to your site

Finding ideas and bringing them to life The Pinner Journey

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Discover

I Know What I Want

Just Looking

Maybe I Could

Narrowing it Down

Do

Finding ideas and bringing them to life The Pinner Journey

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Discover Do

I Know What I Want

Purchase

Just Looking

Awareness

Maybe I Could

Consideration

Narrowing it Down

Preference

Who’s on Pinterest?

13 Source: *comScore (September 2014, desktop and mobile, U.S. users); **Internal data

of women in the U.S. are on Pinterest*

40% of usage is on a mobile

device**

75% monthly users in

the U.S.*

70M+ of Millennials

are on Pinterest**

1/3

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What are Pinners into?

A hobby, vocation, preference, project or passion An interest is

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30+ Billion Pins categorized by people into more than

750 Million Boards

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See how people think about your brand

Businesses are at the heart of Pinterest

2/3 of what people Pin comes from businesses. People on Pinterest need businesses to make their ideas a reality.

Source: Internal data 18 Confidential

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People are already Pinning your content

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“I use it for me, for what I want to see.” Lindsey, age 25

Interests are highly personal

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“So many wonderful decorating ideas, crafts and foods. It is like all of my favorite magazines in one place!”

Jolene, age 24

People can have lots of different interests

Interests evolve over time

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Julie Atkinson

What makes a great Pin?

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The Pin: A simple canvas

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Image

Rich Pin Data

Description

• 3 econometric studies

• +100K Pins

• Billions of impressions

• Dozens of subjective and objective factors

• Vertical-level analysis

What makes a Pin successful?

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What matters most?

More helpful

Offer tips, advice or instructions in addition to showcasing a product

Pins should be helpful

• Detailed descriptions

• Step-by-step instructions and how-tos

• Lists

• Text overlays

• Tasteful branding

• Colors and settings that convey your brand

How to make Pins more helpful

Detailed descriptions

Instructions and how-tos

Lists

Text overlays

that doesn’t distract Tasteful branding

that convey your brand Colors and settings

Use vertical Pins

Don’t use amateur or user-generated content

Make sure your Pins don’t look like banner ads – avoid borders and blocks of logos or distracting text

Don’t use hashtags

Don’t overdo the in-description branding

A few more tactical things…

Confidential 38

A visual bookmarking tool, not a photo-sharing site or social network

About self-discovery, not self-promotion

For everyone’s inner creative, not only for “creatives,” artists and makers

For all your interests, not just for weddings or crafts

Enriching, not just for killing time

Curated by people, not computed by algorithms

About your future, not your past

Pinterest is…

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