What's All the Fuss About Pinterest & Why Should I Care? #SMM12
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What's All the Fuss About Pinterest & Why Should I Care? #SMM12

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Presentation made at Social Media Marketing 2012 on October 25th. ...

Presentation made at Social Media Marketing 2012 on October 25th.

Dispelling the myth that Pinterest is solely the preserve of middle aged American women pinning about cupcakes.... with a couple of cupcakes.

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  • Full Name Full Name Comment goes here.
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  • nice
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  • Thanks Michael for a great talk - it has inspired me to create a pinterest style leaderboarded theme called Scorecard. :)
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  • Hi there, Thanks for the feedback and glad you enjoyed. I think to compare it to Twitter isn't comparing like for like. They serve completely different roles and purposes. Flickr had every opportunity to be filling the gap that Pinterest is doing, years before Pinterest even existed. But it seems to have lost its way massively over the last few years. It was there before everyone else, but that doesn't always work in a sites favour. Pinterest is on the other hand a beautiful image curation platform with social elements baked in. I think we've barely scratched the surface in my presentation as to the potential. This is without there being an API available, or indeed further more business focused features being added. In time these will surely come, just look how long the iPad app took to arrive! Hope that helps.
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  • Fun and interesting slidedeck - thx for sharing.
    However (!), I have to be honest and say that I'm still not convinced of the mass participation role for Pinterest. It still feels like a solution looking for a problem to me.
    It lacks the brevity and punch of well-managed Twitter.
    Integrating Flickr into your existing social media tools does a similar job ? Doesn't it? What am I still missing?
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  • Quick show of hands who is brand side?Agency side? Not familiar at all with Pinterest?
  • So today I want to dispel the myth that Pinterest is just for middle aged women in America who only pin cupcakes……But before I do that, have you SEEN some of them? They’re amazing!
  • My personal favourite. BRILLIANT.
  • This is really all about one thing. The interest graph. Whereas the social graph is all about how many friends you have, how you are connected to them and what you post, the interest graph isn’t about any of that. It’s about you as an individual. What are you really in to? Pinterest taps in to that like a big magnifying glass on your interests. If you search for me on Facebook, you won’t see a thing, my profile is private. Facebook is the social graph. It’s for my me and my friends. Whereas if you go on my Pinterest page you’ll really see the kinds of things I’m interested in because of what I pin.
  • In ancient history, we went out and foraged for our food. We went out to discover, to catch and to feed ourselves. Now, less time is spent on foraging for food but instead we’re foraging for other things. We’re foraging on the Internet, creating virtual versions of ourselves through what we find.
  • •1/7 What is it? •2/7 Why is everyone gorging on it•3/7 Who is eating the most of it?•4/7 Brands finding the right mix•5/7 Established sites now grabbing a slice•6/7 The icing •7/7 Let them eat cake
  • •1/7 What is it? •2/7 Why is everyone gorging on it•3/7 Who is eating the most of it?•4/7 Brands finding the right mix•5/7 Established sites now grabbing a slice•6/7 The icing •7/7 Let them eat cake
  • •1/7 What is it? •2/7 Why is everyone gorging on it•3/7 Who is eating the most of it?•4/7 Brands finding the right mix•5/7 Established sites now grabbing a slice•6/7 The icing •7/7 Let them eat cake
  • •1/7 What is it? •2/7 Why is everyone gorging on it•3/7 Who is eating the most of it?•4/7 Brands finding the right mix•5/7 Established sites now grabbing a slice•6/7 The icing •7/7 Let them eat cake
  • •1/7 What is it? •2/7 Why is everyone gorging on it•3/7 Who is eating the most of it?•4/7 Brands finding the right mix•5/7 Established sites now grabbing a slice•6/7 The icing •7/7 Let them eat cake
  • •1/7 What is it? •2/7 Why is everyone gorging on it•3/7 Who is eating the most of it?•4/7 Brands finding the right mix•5/7 Established sites now grabbing a slice•6/7 The icing •7/7 Let them eat cake
  • •1/7 What is it? •2/7 Why is everyone gorging on it•3/7 Who is eating the most of it?•4/7 Brands finding the right mix•5/7 Established sites now grabbing a slice•6/7 The icing •7/7 Let them eat cake
  • •1/7 What is it? •2/7 Why is everyone gorging on it•3/7 Who is eating the most of it?•4/7 Brands finding the right mix•5/7 Established sites now grabbing a slice•6/7 The icing •7/7 Let them eat cake
  • •1/7 What is it? •2/7 Why is everyone gorging on it•3/7 Who is eating the most of it?•4/7 Brands finding the right mix•5/7 Established sites now grabbing a slice•6/7 The icing •7/7 Let them eat cake
  • Why is everyone talking about it?
  • I’m not saying that this is the future of print but TIME have got around the fact that they can’t easily post articles by posting related content and taking the magazine to the next level online. Talking of taking things to the next level, here’s a couple I like in particular.
  • Using more than 100 shell accounts, a team of more than a dozen simultaneously pinned rows of long graphics in a five-category takeover. As users scrolled, the graphics appeared animated in the style of an old film strip.LaCivita said he and his team came up with the idea after realizing there was no limitation on the length of images users could post to Pinterest. “Once we found out we could post images that were thousands of pixels of long, we decided to set up a series of shell accounts so we could post six images in a row simultaneously.”YouTube Videohttp://www.youtube.com/watch?feature=player_embedded&v=e5FM-VcE7UA#!
  • First there were “save-able” banner ads — now there are pinnable onesGucci unveiled this week a banner ad with a small “Pin it” button on the bottom left-hand corner. The ad is part of Gucci’s Fall/Winter 2012 digital campaign, and will run on five sites: WSJ.com, Polyvore, Style.com, Lifestyle Mirror and New York Magazine‘s fashion blog The Cut.Clicking “Pin it” will bring up two images to share onPinterest: A full-size image of the ad, and a product shot of the shoes it features . On Pinterest, both pins link directly to it..
  • In Panama, Peugeot is running a Pinterest-based competition to encourage followers on the site. The company has pinned various puzzles depicting different car models, with pieces missing.People can search for and find pieces, pin them on their own boards and share it with Peugeot. The first five people to complete their boards win prizes.
  • smoyz, a creative advertising agency in Israel have put together a video about what they did for Kotex. It’s the first I’ve seen who have produced a case study video about a campaign on the platform. They ran an a campaign for Kotex dubbed ‘Women’s Inspiration Day’. This involved targeting 50 influential Pinterest users, taking the time to understand what they pinned and therefore what interested them. Then for each of the influencers they created a customised gift box based on their pins. Nothing groundbreaking here but there’s cleverness in its simplicity, harnessing the new platform.
  • Is there any Pinterest functionality I can add to my browser / site / blog / shop?
  • Hopefully now, I’ve shown that you really can have your cake…. and eat it.

What's All the Fuss About Pinterest & Why Should I Care? #SMM12 What's All the Fuss About Pinterest & Why Should I Care? #SMM12 Presentation Transcript

  • Michael Litman (@mlitman) Pinterest: What is it and why should you care? #SMM12 25th October 2012
  • Hello!
  • Who am I?• Hello! I’m Michael Litman and I’m a Senior Social Strategist at AnalogFolk where we make and market interactive experiences globally.• Some of you might be nice people and read my blog at litmanlive.co.uk/blog.• Others might follow me on Twitter as @mlitman.• The extra special ones may even be following me on Pinterest at pinterest.com/litmanlive• The hashtag for this talk is #SMM12. Hi mum!
  • Chicken Wing Cupcake!
  • Beer Cupcake!
  • Peacock Cupcake
  • Bacon and Egg Cupcake
  • Halloween Cupcake
  • Jabba The…. Cupcake
  • Corn-on-the-cupcake
  • But in all seriousness, there reallyis more to it..
  • In current foraging and horticulturalcultures, a large portion of daily activityrevolves around finding and preparing food(e.g, Hill & Hurtado, 1996).In modern societies, much less time is spenton food acquisition and preparation.Modern humans still devote considerabletime and effort to foraging, although theforaging context is now in the settingsof shopping malls, grocery stores, andInternet sites (Hantula, 2003).
  • What I’m going to cover today:
  • What I’m going to cover today:• What is it?
  • What I’m going to cover today:• What is it?• Why is everyone eating it?
  • What I’m going to cover today:• What is it?• Why is everyone eating it?• Who is eating the most of it?
  • What I’m going to cover today:• What is it?• Why is everyone eating it?• Who is eating the most of it?• Which brands are finding the right mix?
  • What I’m going to cover today:• What is it?• Why is everyone eating it?• Who is eating the most of it?• Which brands are finding the right mix?• Established sites now grabbing a slice
  • What I’m going to cover today:• What is it?• Why is everyone eating it?• Who is eating the most of it?• Which brands are finding the right mix?• Established sites now grabbing a slice• The icing
  • What I’m going to cover today:• What is it?• Why is everyone eating it?• Who is eating the most of it?• Which brands are finding the right mix?• Established sites now grabbing a slice• The icing• Key cake-aways
  • What I’m going to cover today:• What is it?• Why is everyone eating it?• Who is eating the most of it?• Which brands are finding the right mix?• Established sites now grabbing a slice• The icing• Key cake-aways (sorry)
  • 1/7.What Is It?
  • How the idea came about…"I was always collecting images on the web infolders on the desktop of my computer, but itwasn‟t a very good system for rememberingwhere things came from or who made them.We wanted to create a place where you cango to upload or collect things on the web andsimply organize it the way you want to.”Evan Sharp, Pinterest Designer and Co-Founder
  • Put simply…”Imagine getting to do window shoppingof all the best and most creative things inthe world without having to go to themall? That‟s what Pinterest is.”Tuhin Kumar, Designer, Pulse (Apersonalised newspaper app)
  • In more detail…• Pinterest is a content curation platform which allows users to organize and share beautiful and interesting content they find on the web.• Think of a bookmarking site, a social network, a gift finder and a platform for collaboration all rolled in to one.• Content is organised in “Boards” that work as categories. Each piece of content is called a “Pin” (see right).
  • But there’s a social element too…• People can „like‟ your pins or they can “repin” them on to their boards, comment on them and share on Facebook and Twitter.• You can follow people and they can follow you.• Or you can just follow a particular board of theirs rather than following them which automatically follows all their boards.
  • 2/7.Why Is Everyone Eating It?
  • The fastest website ever to hit10m unique users…
  • It’s got search engines worried…Source: Shareaholic
  • More time is already being spent on Pinterest than others…Source: Comscore
  • 51% of Interbrand Top 100Brands have a presence on it.Source: Simply Measured
  • 3/7.Who Is Eating The Most Of It?
  • Well, apart from my Dad
  • Gender split AgeSource: visual.ly
  • What are they interested in?Source: visual.ly
  • UK users are more business centricSource: visual.ly
  • 4/7.Which Brands Are Finding The Right Mix?
  • Here’s just a few, illustrating theplatforms breadth…
  • Travel Channel
  • Burberry
  • General Electric
  • TIME Magazine
  • UNIQLO Scrolling Campaign
  • Gucci PinnableBanner Ad #pinnablead
  • Peugeot Panama Puzzle
  • Kotex Personalised Gifts for Pinners #pinneroutreach
  • 5/7.Established Sites Now Grabbing A Slice
  • eBay Redesign
  • Facebook Introduce Collections
  • AOL - “Alto” Email Service
  • MySpace Is Even Coming Back
  • 6/7. The Icing?
  • Showcase your products (and £)
  • It’s not just imagery!
  • And there’s a video section on site:
  • Go create collaborative boards…
  • Find out who has pinned yourcontent…
  • Is there any Pinterest functionality I canadd to my browser / site / blog / shop?
  • 7/7.Key cake-aways
  • Key cake-aways (sorry) •Identify your position on the interest graph and start creating and sharing relevant content •Don‟t forget about video and audio •Add prices to your products to create your own beautiful shopfront •Ensure your site content is pinnable •Add social technologies to enable users to share your content to Pinterest for others to discover •Use collaborative boards as ways of bringing your team or community together •Be creative with the platform (eg Uniqlo, Gucci, Kotex)
  • See, it’s a piece of cake!
  • Thanks for joining me today… Questions? Questions?
  • How To Get In Touch• Follow me on Pinterest at http://www.pinterest.com/litmanlive• You should also check out http://allaboutpinterest.co.uk• I‟m a Senior Social Strategist at AnalogFolk, a digital creativeagency.• If you want to get in touch, then itsmichael.litman@analogfolk.com or @mlitman on Twitter.