Pinterest 2014 Update by Augustine Fou

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Pinterest continues to grow; now we have more data on the effectiveness of its social commerce platform.

Pinterest continues to grow; now we have more data on the effectiveness of its social commerce platform.

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  • 1. Augustine Fou- 1 - Investment Thesis Pinterest (2014) Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com May 2014
  • 2. Augustine Fou- 2 - Executive Summary THESIS Pinterest has settled into a more mature pattern of driving social commerce for retailers. However with the continued decline of user engagement metrics, we remain cautious in our outlook as competitive alternatives (e.g. Facebook Collections) may further accelerate their declines.
  • 3. Augustine Fou- 3 - Bear Case Summary Augustine Fou- 3 - 1. While overall traffic continues to rise, key user metrics like visits per user and pageviews per visit continue to decline (trend is established) 2. News volume previously supporting awareness and traffic has waned (approx half of peak) 3. As a percentage of overall traffic, Pinterest is a small referrer (2%) compared with search (38%), even though compared with other referrers it can be equal or higher for certain sites 4. The “dumping” of large quantities of visual content onto Pinterest has spoiled the value of curation when it was smaller 5. Even if Pinterest could monetize the referrals they drive, using affiliate revenue sharing, the total revenues are likely to remain small.
  • 4. Augustine Fou- 4 - 2014 Update More Data on Social Commerce Effectiveness
  • 5. Augustine Fou- 5 - Social Revenue-per-Visit Source: Adobe via Marketing Charts Jan 2014
  • 6. Augustine Fou- 6 - Social Sharing Destination Source: Gigya via Marketing Charts Dec 2013
  • 7. Augustine Fou- 7 - Polyvore Drives Most Sales
  • 8. Augustine Fou- 8 - http://www.marketingcharts.com/wp/on line/user-demographic-highlights-from- 5-major-and-growing-social-networks- 38939/ Social Network Demographics
  • 9. Augustine Fou- 9 - Pinterest Has Lasting Effect
  • 10. Augustine Fou- 10 - Pinterest Mobile Working Too
  • 11. Augustine Fou- 11 - Pinterest vs Facebook Referral
  • 12. Augustine Fou- 12 - Search Trends - 12 - Web Search: Users are still looking for Pinterest News Search: News for Pinterest is half of the peak in mid-2012
  • 13. Augustine Fou- 13 - User Engagement Declining Source: https://app.compete.com/website/pinterest.com/ User engagement metrics continue slow decline, despite greater number of users.
  • 14. Augustine Fou- 14 - Facebook Collections
  • 15. Augustine Fou- 15 - 2013 Perspective Dispelling the Myth
  • 16. Augustine Fou- 16 - Reasons for the Myth
  • 17. Augustine Fou- 17 - Pinterest Traffic Exploded 911M Pageviews /mo 18M Unique Users /mo
  • 18. Augustine Fou- 18 - Media coverage as “Top Referrer” misleading Source: Mashable, Feb 26, 2012 “Beginning this summer, Pinterest became the top social referrer for marthastewartweddings.com and marthastewart.com, sending more traffic to both properties than Facebook and Twitter combined.” The darling network of brides-to-be, fashionistas and budding bakers now beats YouTube, Reddit, Google+, LinkedIn and MySpace for percentage of total referral traffic in January, according to a Shareaholic study. Source: Mashable, Feb 1, 2012 “Pinterest is the fourth largest source of traffic for Country Living, up 150% from August to the end of January, and accounts for 3% of all referrals.” Source: Mashable, Feb 26, 2012
  • 19. Augustine Fou- 19 - Dispelling the Myth
  • 20. Augustine Fou- 20 - Pinterest compared to referrers only, ranks in top 5, but still small 3.6% Google 3.6% Twitter 3.6% Pinterest 26.4% Facebook 7x Pinterest
  • 21. Augustine Fou- 21 - Pinterest compared to all traffic sources, is piddly 1% Pinterest 49% Google (search) 1% Twitter
  • 22. Augustine Fou- 22 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. When users are moving away from traditional TV viewing, advertisers need to find new ways of reaching them and attracting their attention – and then converting them into paying customers.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou
  • 23. Augustine Fou- 23 - Related Articles Augustine Fou- 23 - https://www.slideshare.net/augustinefou/pinterest-2014-update-by-augustine-fou http://www.slideshare.net/augustinefou/listen-for-the-pinterest-pop-by-augustine-fou http://www.slideshare.net/augustinefou/the-pinterest-myth-by-augustine-fou-and-tugce-esener http://www.slideshare.net/augustinefou/pinterest-is-steady-but-looking-for-business-model-by- augustine-fou http://www.slideshare.net/augustinefou/curation-is-king-by-augustine-fou-digital-consigliere- 25516570 http://www.slideshare.net/augustinefou/pinterest-brand-porn-by-nicole-luthman-melisa-lopez- augustine-fou http://www.slideshare.net/augustinefou/top-10-fashion-brands-pinterest-vs-google-by- augustine-fou-images