Is Social Media’s Newest Sweetheart the Real Deal?@interpolate                                           @teresacaro      ...
THE SPOTLIGHT@teresacaro                   #pingauge
YOUR CONSUMERS @teresacaro                                                                  #pingaugehttp://www.prav-talks...
YOUR WEBSITE@teresacarohttp://startinbusiness.com.au/wp-content/uploads/2011/05/website-building.jpg              #pingaug...
YOUR CONTENT@teresacaro                  #pingauge
CONNECTIVE TISSUE@teresacaro                       #pingauge
AGENDA•   Definition: What is Pinterest?•   Trends: What is Driving the Pinterest Craze?•   The Data•   The Opportunity•   ...
WHAT ISPINTEREST?             #pingauge
A VIRTUAL PINBOARD@teresacaro                 #pingauge
IMAGES FROM MULTIPLE SOURCES              Upload it - “Pin-it” - Pinmarklet@teresacaro                                    ...
FOR VARIOUS NEEDS@teresacaro                #pingauge
CREATING DIY SUPER HEROS       A recent Engauge Power Panel study* showed that       90% of people said they use Pinterest...
AND A POWERFUL MARKETING TOOL@teresacaro                        #pingauge
WHAT’S DRIVINGTHE PINTEREST   CRAZE?             #pingauge
LIFE IS FLUID & NEEDS TO BE SHARED  • Volume & availability of content  • Niche communities  • Growing comfort & interest ...
CONTENT CREATION TO CURATION      “People stare into a fire hose of information every      day, and it’s having an impact. ...
THE DATA           #pingauge
METHODOLOGY           We obtained the data below by reviewing publicly accessible Pinterest           user profiles and cle...
THE AVERAGE PINTEREST USER                             #pingauge
WHERE PINS COME FROM           The top ten sources of pins by number of pins with the percentage of           total pins, ...
SOURCES OF PINS BY PERCENT OF TOTAL                 AND PERCENT OF TOP 10@engauge                                         ...
CATEGORIES           * Top categories and percent of Top10 by category.@engauge                                           ...
LOCATION. LOCATION. LOCATION.  * Top locations and percent of Top10 by location.@engauge                                  ...
TOP 10 SOURCES BY CONTRASTING CITY@engauge                            @interpolate
OPPORTUNITIES FOR BRANDS                #pingauge
SHEER MOMENTUM                                 Month;over;Month(Referral(Traffic(Growth(   50%%   40%%   30%%   20%%   10%% ...
SEARCH ENGINE OPTIMIZATION                PINS + BACKLINKS = VOTES              • http://hlcaldwell.wordpress.com/2011/10/...
CONNECTIVE TISSUE              Your website is your hub. Social is the connective tissue.@teresacaro                      ...
YOU’RE ALREADY THERE         You don’t need a brand page to have a presence. People might                         be pinni...
FEMALE BUYING POWER@teresacaro                  #pingauge
FEMALE BUYING POWER          Women control 80% of household discretionary          spending (according to the U.S. Census ...
FEMALE BUYING POWER          Women control 80% of household discretionary          spending (according to the U.S. Census ...
FEMALE BUYING POWER          Women control 80% of household discretionary          spending (according to the U.S. Census ...
“BOARD OF MAN”                                 Started on a                               lark, it now has                ...
CHOBANI GREEK YOGURT@teresacaro                   #pingauge
WHAT THEY’RE DOING RIGHT        • Humanizing their brand        • Promoting yogurt consumption through recipes        • Al...
GETTING STARTED(OTHER STUFF TO KNOW)                    #pingauge
BEWARE OF BRAND SQUATTING                                   pinterest.com/                                   zapposdotcom@...
COPYRIGHT MATTERS              Always read the fine print@teresacaro                               #pingauge
@teresacaro   #pingauge
HAVE A PLAN@teresacaro                 #pingauge
FINAL WORD       • Know your consumers.           Where they want to engage and why       • Fully optimize your website an...
LEXISNEXIS             #pingauge
INTRODUCTION                                                              http://hpccsystems.com LexisNexis® Risk Solution...
HPCC and Machine Learning                                                http://hpccsystems.com      HPCC is a massive par...
THE COMPLETE BIG DATA VALUE CHAIN                                                                          http://hpccsyst...
MACHINE LEARNING IN BIG DATA                                              http://hpccsystems.com   How do you extract val...
MACHINE LEARNING IN BIG DATA                                                    http://hpccsystems.com   How do you extra...
MACHINE LEARNING IN BIG DATA                                                    http://hpccsystems.com   How do you extra...
MACHINE LEARNING IN BIG DATA                                                    http://hpccsystems.com   How do you extra...
MACHINE LEARNING IN BIG DATA                                                    http://hpccsystems.com   How do you extra...
MACHINE LEARNING IN BIG DATA                                                    http://hpccsystems.com   How do you extra...
MACHINE LEARNING IN BIG DATA                                                    http://hpccsystems.com   How do you extra...
MACHINE LEARNING IN BIG DATA                                                    http://hpccsystems.com   How do you extra...
MACHINE LEARNING IN BIG DATA                                                       http://hpccsystems.com   How do you ex...
MACHINE LEARNING IN BIG DATA                                                       http://hpccsystems.com   How do you ex...
ECL-ML: HPCC SYSTEMS MACHINE LEARNING                                                                 http://hpccsystems.c...
TAKE AWAYS                                                      http://hpccsystems.com  A fully parallel set of Machine L...
Conclusion                                                                  http://hpccsystems.com                        ...
THANK YOU.Engauge is a full-service marketing agency for thedigital and social age. We help grow our clientsbusinesses by ...
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Pinterest: Is Social Media's Newest Sweetheart the Real Deal?

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It seems you can’t go a day without reading or hearing about social’s newest sweetheart – Pinterest. The social network has exploded in the last few months. To get a handle on the opportunities, we needed to sift through the buzz, explore the usage patterns and analyze the data. So we worked with HPCC Systems from LexisNexis® Risk Solutions – an open source, enterprise-proven Big Data analytics provider.

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  • Transcript of "Pinterest: Is Social Media's Newest Sweetheart the Real Deal?"

    1. 1. Is Social Media’s Newest Sweetheart the Real Deal?@interpolate @teresacaro DOWNLOAD THE PAPER www.engauge.com/insights/pinterest #pingauge #pingauge
    2. 2. THE SPOTLIGHT@teresacaro #pingauge
    3. 3. YOUR CONSUMERS @teresacaro #pingaugehttp://www.prav-talks.com/wp-content/uploads/2011/10/facebook-marketing.jpg
    4. 4. YOUR WEBSITE@teresacarohttp://startinbusiness.com.au/wp-content/uploads/2011/05/website-building.jpg #pingauge http://www.123rf.com/photo_7053272_a-vintage-theater-spotlight-on-a-white-background.html
    5. 5. YOUR CONTENT@teresacaro #pingauge
    6. 6. CONNECTIVE TISSUE@teresacaro #pingauge
    7. 7. AGENDA• Definition: What is Pinterest?• Trends: What is Driving the Pinterest Craze?• The Data• The Opportunity• HPCC Systems for LexisNexis® Risk Solutions #pingauge
    8. 8. WHAT ISPINTEREST? #pingauge
    9. 9. A VIRTUAL PINBOARD@teresacaro #pingauge
    10. 10. IMAGES FROM MULTIPLE SOURCES Upload it - “Pin-it” - Pinmarklet@teresacaro #pingauge
    11. 11. FOR VARIOUS NEEDS@teresacaro #pingauge
    12. 12. CREATING DIY SUPER HEROS A recent Engauge Power Panel study* showed that 90% of people said they use Pinterest to get ideas. Some even said that it makes them “feel like they can do anything.” *External and internal polling group@teresacaro #pingauge
    13. 13. AND A POWERFUL MARKETING TOOL@teresacaro #pingauge
    14. 14. WHAT’S DRIVINGTHE PINTEREST CRAZE? #pingauge
    15. 15. LIFE IS FLUID & NEEDS TO BE SHARED • Volume & availability of content • Niche communities • Growing comfort & interest in curating and sharing content Planning Experiencing Recapping@teresacaro #pingauge
    16. 16. CONTENT CREATION TO CURATION “People stare into a fire hose of information every day, and it’s having an impact. They’re actively seeking ways to not only filter and organize what they find, but also to less stressfully consume more content.”@teresacaro #pingauge
    17. 17. THE DATA #pingauge
    18. 18. METHODOLOGY We obtained the data below by reviewing publicly accessible Pinterest user profiles and cleaned, processed and analyzed the data using the HPCC Systems Big Data platform. The bulk of the data discussed in this paper was obtained from spidering through Pinterest user profiles obtained from Google search results and scraping the relevant HTML. We also used frequency lists of gender and forename provided by the U.S. Census to help determine the gender of Pinterest users. The scraping method was chosen because Pinterest did not have an API at the time analysis began. After this project had started Pinterest briefly announced an API, then pulled all information about it, but left certain parts of the API publicly accessible.@engauge @interpolate
    19. 19. THE AVERAGE PINTEREST USER #pingauge
    20. 20. WHERE PINS COME FROM The top ten sources of pins by number of pins with the percentage of total pins, and percentage of the top 10.@engauge @interpolate
    21. 21. SOURCES OF PINS BY PERCENT OF TOTAL AND PERCENT OF TOP 10@engauge @interpolate
    22. 22. CATEGORIES * Top categories and percent of Top10 by category.@engauge @interpolate
    23. 23. LOCATION. LOCATION. LOCATION. * Top locations and percent of Top10 by location.@engauge @interpolate
    24. 24. TOP 10 SOURCES BY CONTRASTING CITY@engauge @interpolate
    25. 25. OPPORTUNITIES FOR BRANDS #pingauge
    26. 26. SHEER MOMENTUM Month;over;Month(Referral(Traffic(Growth( 50%% 40%% 30%% 20%% 10%% 0%% PINTEREST( LINKEDIN( YOUTUBE( FACEBOOK( TWITTER( GOOGLE( GOOGLE+( !10%% !20%%@interpolate * January 2012 study by Shareholic #pingauge
    27. 27. SEARCH ENGINE OPTIMIZATION PINS + BACKLINKS = VOTES • http://hlcaldwell.wordpress.com/2011/10/22/an-interest-in-pinterest/ • http://www.can2010angola.com/wp-content/uploads/2011/10/backlinks.jpg@teresacaro #pingauge
    28. 28. CONNECTIVE TISSUE Your website is your hub. Social is the connective tissue.@teresacaro #pingauge
    29. 29. YOU’RE ALREADY THERE You don’t need a brand page to have a presence. People might be pinning your stuff already. Even if you don’t have a page, you might be there anyway.@interpolate Exchange your URL: http://pinterest.com/search/?q=coca cola #pingauge
    30. 30. FEMALE BUYING POWER@teresacaro #pingauge
    31. 31. FEMALE BUYING POWER Women control 80% of household discretionary spending (according to the U.S. Census Bureau). Clearly, if women are important to your brand, then you want to reach them here.@teresacaro #pingauge
    32. 32. FEMALE BUYING POWER Women control 80% of household discretionary spending (according to the U.S. Census Bureau). Clearly, if women are important to your brand, then you want to reach them here. Yet, women aren’t the only ones@teresacaro #pingauge
    33. 33. FEMALE BUYING POWER Women control 80% of household discretionary spending (according to the U.S. Census Bureau). Clearly, if women are important to your brand, then you want to reach them here. Yet, women aren’t the only ones on Pinterest...@teresacaro #pingauge
    34. 34. “BOARD OF MAN” Started on a lark, it now has 211,000 followers.@interpolate #pingauge #pingauge
    35. 35. CHOBANI GREEK YOGURT@teresacaro #pingauge
    36. 36. WHAT THEY’RE DOING RIGHT • Humanizing their brand • Promoting yogurt consumption through recipes • Allowing users to self-select content • Limiting the number of pinboards and pins@teresacaro #pingauge
    37. 37. GETTING STARTED(OTHER STUFF TO KNOW) #pingauge
    38. 38. BEWARE OF BRAND SQUATTING pinterest.com/ zapposdotcom@teresacaro #pingauge
    39. 39. COPYRIGHT MATTERS Always read the fine print@teresacaro #pingauge
    40. 40. @teresacaro #pingauge
    41. 41. HAVE A PLAN@teresacaro #pingauge
    42. 42. FINAL WORD • Know your consumers. Where they want to engage and why • Fully optimize your website and its content. Your pictures are revenue drivers • Leverage social to connect it all together. An integrated effort drives powerful results #pingauge@engauge
    43. 43. LEXISNEXIS #pingauge
    44. 44. INTRODUCTION http://hpccsystems.com LexisNexis® Risk Solutions  More than 15 years of Big Data experience  Provides information solutions to enterprise customers  Generates $1.4 billion in revenue (2010) HPCC Systems  Launched in June 2011  Open source, and enterprise-proven Big Data analytics platform  Helps enterprises manage Big Data at every step in the Complete Big Data Value Chain Risk Solutions 40
    45. 45. HPCC and Machine Learning http://hpccsystems.com HPCC is a massive parallel-processing computing platform Truly Parallel Machine Learning Algorithm Execution E S P Risk Solutions
    46. 46. THE COMPLETE BIG DATA VALUE CHAIN http://hpccsystems.com Discovery & Collection Ingestion Integration Analysis Delivery CleansingCollection – collecting structured, unstructured and semi-structured dataIngestion – consuming vast amounts of data including extraction, transforming and loadingDiscovery & Cleansing - clean up, formatting and statistical analysis of the dataIntegration – linking, indexing and data fusionAnalysis – statistics and machine learningDelivery – querying, visualization, and redundancy, enterprise-class availability Risk Solutions 42
    47. 47. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data? Risk Solutions 43
    48. 48. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data?  You surely can’t glance over every record; Risk Solutions 43
    49. 49. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data?  You surely can’t glance over every record;  And it may not even have records… Risk Solutions 43
    50. 50. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data?  You surely can’t glance over every record;  And it may not even have records…  What if you wanted to learn from it? Risk Solutions 43
    51. 51. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data?  You surely can’t glance over every record;  And it may not even have records…  What if you wanted to learn from it?  Understand trends Risk Solutions 43
    52. 52. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data?  You surely can’t glance over every record;  And it may not even have records…  What if you wanted to learn from it?  Understand trends  Classify into categories Risk Solutions 43
    53. 53. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data?  You surely can’t glance over every record;  And it may not even have records…  What if you wanted to learn from it?  Understand trends  Classify into categories  Detect similarities Risk Solutions 43
    54. 54. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data?  You surely can’t glance over every record;  And it may not even have records…  What if you wanted to learn from it?  Understand trends  Classify into categories  Detect similarities  Predict the future based on the past… (No, not like Nostradamus!) Risk Solutions 43
    55. 55. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data?  You surely can’t glance over every record;  And it may not even have records…  What if you wanted to learn from it?  Understand trends  Classify into categories  Detect similarities  Predict the future based on the past… (No, not like Nostradamus!)  Machine learning is quickly establishing as an emerging discipline.  But there are challenges with ML in big data:  Thousands of features  Billions of records Risk Solutions 43
    56. 56. MACHINE LEARNING IN BIG DATA http://hpccsystems.com  How do you extract value from big data?  You surely can’t glance over every record;  And it may not even have records…  What if you wanted to learn from it?  Understand trends  Classify into categories  Detect similarities  Predict the future based on the past… (No, not like Nostradamus!)  Machine learning is quickly establishing as an emerging discipline.  But there are challenges with ML in big data:  Thousands of features  Billions of records  The largest machine that you can get, may not be large enough…  Get the picture? Risk Solutions 43
    57. 57. ECL-ML: HPCC SYSTEMS MACHINE LEARNING http://hpccsystems.com  A fully distributed and extensible set of Machine Learning techniques for Big Data  State of the art algorithms in each of the Machine Learning domains, including supervised and unsupervised learning:  Correlation  Classifiers  Clustering  Statistics  Document manipulation  N-gram extraction  Histogram computation  Natural Language Processing  Distributed and parallel underlying linear algebra library Risk Solutions 44
    58. 58. TAKE AWAYS http://hpccsystems.com  A fully parallel set of Machine Learning algorithms on Big Data gives you full insight  Outliers matter, especially when those outliers are the exact reason for the discovery effort (for example, in anomaly detection)  Dimensionality reduction can conduce to information loss: why risk losing valuable information when you can have it all?  Leveraging a fully parallel machine learning solution on Big Data will help you find fraud, bring products to market faster, and become more competitive  Organizations that continue to do machine learning on summarized data risk losing ground to their competitors Risk Solutions 45
    59. 59. Conclusion http://hpccsystems.com Q&A Thank You Web: http://hpccsystems.com Email : info@hpccsystems.com Contact us: 877.316.9669 LexisNexis and the Knowledge Burst logo are registered trademarks of Reed ElsevierProperties Inc., used under license.  Other products and services may be trademarks orregistered trademarks of their respective companies.  © 2012 HPCC Systems. All rights reserved. Risk Solutions
    60. 60. THANK YOU.Engauge is a full-service marketing agency for thedigital and social age. We help grow our clientsbusinesses by leveraging creativity and technology toconnect brands and consumers through the mostrelevant content and channels. WWW.ENGAUGE.COM ATLANTA, COLUMBUS, ORLANDO, PITTSBURGH #pingauge

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