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.

1. “A picture is worth ten
thousand words.”
–Fred Barnard

2. Pining for
#SMWNYC 2012
Check-in to Definition 6 on Foursquare
@helenstravels @definition6
#SMWPINTEREST

3. • Helen Todd
– Co-founder & CEO
– Sociality Squared
– Social Media Agency
– Founded 2010

4. Presentation is Everything!

5. Shout-Out

6. Some things have changed…

7. Some things haven’t…

8. Internet Evolved: The Social Web
Photo source: Facebook

9. AOL is of the Past…
Photo source: Facebook

10. 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

11. It can be Powerful…

12. Visual Communication is
Important
Source: 1000memories

13. A picture
communicates more
immediately across
language barriers
than any other form
Photo:
of communication.
http://www.buzzfeed.com/mjs538/the-most-
powerful-photos-of-2011
-Adam Marelli

14. Photos: Key To Facebook
Engagement

15. 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…

16. Pinterest: Where It Fits
• Pinterest doesn’t
compete with
Facebook and
Twitter, it
compliments them.

17. Pinterest is a virtual
pinboard.

18. Similar to…
• Bookmarking
• Scrapbooking
• To-do lists

19. 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/

20. • 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

21. 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/

22. Why Is It Popular?
• Easy to use
– Pin vs Upload
• Easy to share
• Mobile device compatible

23. 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.

24. Identity

25. Future: Intent

26. Extended Relationship:
Beyond “Like”
• Aspirations-
– Have vs Want

27. Discovery + Search
• Pinterest Stream
• Actively Bookmarking

28. Reward System
• Comments
• Likes
• Repins
• Recognition

29. Brands can Enter the
Conversation

31. 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

32. Referral Traffic
• Pinterest beat
YouTube, Reddit,
Google+, LinkedIn
and MySpace for
percentage of total
referral traffic in
Shareaholic
January, according
to a Shareaholic
study.

33. Distribution
• Activity within
site
• Twitter
• Facebook

34. Distribution: Facebook

35. Think Stream and Long-
term

36. Beyond Brand Pages

37. Optimize for Website

38. Think Searchable AND Re-
Pinnable

39. 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

40. Tip of Iceberg…

44. Should Your Brand be on
Pinterest?
• 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?

45. 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

46. 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

47. 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/

48. Questions?

49. Thank you!
• socialitysquared.com
• facebook.com/socialitysquared
• pinterest.com/sociality2
• @sociality2