Pining For Pinterest: Where Pinterest Fits in Social Media and Why It's Important
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Pining For Pinterest: Where Pinterest Fits in Social Media and Why It's Important

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Presented at SMW in NY on February 16, 2012 ...

Presented at SMW in NY on February 16, 2012

Pinterest is THE emerging platform that’s going to steal the show for 2012. It’s simple, visually compelling…and best of all: it has clear business benefits that are tangible. Well, almost tangible. Brands already taking advantage of Pinterest are seeing increased traffic to their websites as one of the many benefits from this platform. Best practices and case studies are being created now, but YOU can stay ahead of the curve by attending this event that will explore what Pinterest is, current case studies and why you should be using it if you aren’t already.

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Pining For Pinterest: Where Pinterest Fits in Social Media and Why It's Important Pining For Pinterest: Where Pinterest Fits in Social Media and Why It's Important Presentation Transcript

  • “A picture is worth tenthousand words.” –Fred Barnard
  • Pining for#SMWNYC 2012Check-in to Definition 6 on Foursquare@helenstravels @definition6#SMWPINTEREST
  • • Helen Todd – Co-founder & CEO – Sociality Squared – Social Media Agency – Founded 2010
  • Presentation is Everything!
  • Shout-Out
  • Some things have changed…
  • Some things haven’t…
  • Internet Evolved: The Social Web Photo source: Facebook
  • AOL is of the Past…Photo source: Facebook
  • It’s BIG 1.2 billion users worldwide -- 82% of the world’s internet population over the age of 15 -- now log on to a social networking site.Source: thenewage.co.za
  • It can be Powerful…
  • Visual Communication isImportantSource: 1000memories
  • A picture communicates more immediately across language barriers than any other formPhoto: of communication.http://www.buzzfeed.com/mjs538/the-most-powerful-photos-of-2011 -Adam Marelli
  • Photos: Key To FacebookEngagement
  • Interestingly… • Photos on Facebook are a success because of the social factor; users tag themselves and their friends • Photos on Pinterest are also a success, but for a much different reason…
  • Pinterest: Where It Fits • Pinterest doesn’t compete with Facebook and Twitter, it compliments them.
  • Pinterest is a virtualpinboard.
  • Similar to… • Bookmarking • Scrapbooking • To-do lists
  • You May Have Heard of Pinterest… • Pinterest is the fastest stand alone site ever to surpass 10 million monthly uniques.Source: http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/
  • • The average Pinterest user spends 98 minutes per month on the site• Coming in third to: – 2.5 hours on Tumblr – 7 hours on Facebook.Source: comScore
  • Pinterest Users • 10.4 million registered users • 18-34 year old upper income women from the American heartland.http://techcrunch.com/2012/02/11/pinterest-stats/
  • Why Is It Popular? • Easy to use – Pin vs Upload • Easy to share • Mobile device compatible
  • Pinterest is More…• Pinterest is an online representation of how we want to be perceived based on the tangible and intangible objects and desires that we possess or aspire to possess.
  • Identity
  • Future: Intent
  • Extended Relationship:Beyond “Like” • Aspirations- – Have vs Want
  • Discovery + Search • Pinterest Stream • Actively Bookmarking
  • Reward System • Comments • Likes • Repins • Recognition
  • Brands can Enter theConversation
  • Brand are seeing the benefits… • “ideeli.com attributes a 446% increase in web traffic over the last six months to Pinterest, according to Entrepreneur.”http://techland.time.com/2012/02/09/what-you-need-to-know-about-pinterest/#ixzz1mMlZ2LO3
  • Referral Traffic • Pinterest beat YouTube, Reddit, Google+, LinkedIn and MySpace for percentage of total referral traffic inShareaholic January, according to a Shareaholic study.
  • Distribution • Activity within site • Twitter • Facebook
  • Distribution: Facebook
  • Think Stream and Long-term
  • Beyond Brand Pages
  • Optimize for Website
  • Think Searchable AND Re-Pinnable
  • Keep in Mind…• Beyond Pinterest account users, people can search and consume content without having an account• As important as intent is, don’t forget about maximizing post- consumption to further propel word of mouth marketing• There’s different types of intent: seasonal vs. evergreen
  • Tip of Iceberg…
  • Should Your Brand be onPinterest?• Is your audience on Pinterest?• Do you think your audience will get onto Pinterest?• Can you visually convey your branding?• Do you have a clear goal and reason to be on Pinterest?• Do you have the bandwidth to manage Pinterest?
  • What You Can Do• Get to know the Pin Etiquette• Pin from various sources• Pin YouTube videos• Thoughtfully and strategically pin – Remember people can repin items without following you – don’t get caught up in followers – People can follow individual boards and not all – curate them all• Cross-promote pins on Facebook and Twitter• Distribute content to Pinterest (e.g. blog photos)• Categorize and add a clear description for SEO on pins• Participate in the community – don’t just publish, repin!• Create multiple boards• Reach out to your current customers first!• Use striking images
  • Pinterest Opportunities • Improve search • Insights • Brand pages • Recommended pins based on activity • Algorithm • Activity – updates to descriptions • Video and images: Not Facebook; only YouTube • Open up API
  • Other Resources• http://www.squidoo.com/how-to-use- pinterest• http://www.webpronews.com/marketing- with-pinterest-2012-02• http://monetate.com/2012/02/5-reasons- pinterest-works-and-4-weaknesses-that- may-kill-it/#axzz1mMnpR4kb• http://venturebeat.com/2012/02/13/pint erest-uk-users/• http://techland.time.com/2012/02/09/w hat-you-need-to-know-about-pinterest/
  • Questions?
  • Thank you!• socialitysquared.com• facebook.com/socialitysquared• pinterest.com/sociality2• @sociality2