The ultimate guide to.… Michael Litman February 2012
ContentsWhat I’m going to cover…. How the idea came about What’s the big deal? Stats, facts and demographics Getting started What are people pinning? It’s not just imagery Some of the more unusual uses What else can I do? Which brands are using it? How are they? Pinning on the move Extending the experience off platform Key take-outs Contact
How the idea came aboutAnd why Pinterest now exists…."I was always collecting images on theweb in folders on the desktop of mycomputer, but it wasn’t a very goodsystem for remembering where thingscame from or who made them.We wanted to create a place where youcan go to upload or collect things on theweb and simply organize it the way youwant to.”Evan Sharp, Pinterest Co-Founder and Designer
Sounds good. So what is it?And what can I do on Pinterest? Pinterest is a content curation platform which allows users to organize and share beautiful and interesting content they find on the web. Think of it as 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). 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 all back.
But don’t just take my word for it.… 5
It became the fastest website ever to hit 10m unique usersAnd let’s not forget, it still remains invite only….
Ok, I get it. But what’s the big deal?And it’s only just starting to explode….
Ok, I get it. But what’s the big deal?Some of the headlines….17-Feb-12
Pinterest is driving more referral traffic than….YouTube, Google+, LinkedIn and Reddit combined!
And more time is already spent on it than many of the big playersAccording to research from Comscore…. Source: RJ Metrics
Who are the industries driving the most traffic to Pinterest?Top 5: Social, search, entertainment, shopping and lifestyle…. Source: Hitwise
What about user demographics?Who use it, where are they from and what are they using it for?
Where are they from?Comparing US to UK…. USA United 12,000,000 Kingdom Unique Users 200,000 Unique Users Source: visual.ly
Who is using it? Comparing the US to UKMostly female in the US but it’s a different story in the UK…. Source: visual.ly
How old are they?An older audience than you’d think. Largely 25-44 years old…. Source: visual.ly
What are they interested in?Comparing US to the UK…. Source: visual.ly
UK users are more business centric (and cash rich)Significantly more so when compared to USA user data…. Source: visual.ly
How are people pinning?Largely through repinning others content, followed by through the browser button…. Pins by Method Source: RJ Metrics
I’ve seen enough stats, how do I get started?
Well, it’s still invite onlySo you need someone to hook you up….
What does a user profile look like?Your boards are of all the things that (P)interest you….
What are people pinning?Everything from….
What are people pinning?To Nathan and Mikinzie noting recipes they want to try.…
What are people pinning?To places Rose wants to visit around the world….
What are people pinning?To inspiration for the home by Anna.…
What are people pinning?To what magazine covers Andrea likes the best….
What are people pinning?To cool furniture that Rosie has found on the web….
What are people pinning?To what are Ben and his friends favourite iPhone apps….
What are people pinning?To the books that Justin likes the most….
But it’s not just imageryYou can pin video too….
And there’s a video section on the homepageSo you can check them all out there….
You could even use it for your CVNow there’s a novel approach to getting hired….
Or to adopt a dogBut maybe cat’s are more your thing? Worry not….
Or even find out which animals are endangeredRaising awareness and knowledge about wildlife….
And even ‘Zuck’ just signed upTo have a harmless nose about….?Source: visual.ly
Alright, alright. I get it.What else is there? (You’re hard to please aren’t you)….
Create a collaborative boardWhere you and others can ‘pin’ content too…. 37
Showcase your products (and importantly, their prices)Pinterest is establishing itself as a huge traffic driver for online retail…. 17-Feb-12
And you can also browse for gifts tooAlong with being able to filter by price….
Find out who has pinned your website contentInsert your website URL after /source. You might be surprised….
Of course, the question you’re all wondering is.…
What brands are using Pinterest?Here’s just a few. Can you guess them all….?17-Feb-12 42
How are they using Pinterest?Here are a cross section from many different industries illustrating the platforms breadth
General ElectricPinning things that inspire them as a business through quotes, objects and #contests
EtsyOne of the most followed brands, huge variety of boards conveying their personality
TIME MagazineRe-inventing the magazine itself through a series of boards….
Travel ChannelProviding visual inspiration on where to book that all important next holiday….
GAPShowcasing popular products, gift guides, new collections, icons and inspirations….
UnicefShowcasing everything from posters and stamps, to how they help children….
Whole FoodsEverything from kitchens and edible art to food gadgets, gifts and winter fave’s….
Wall St JournalShowcasing front pages, food, travel, design, sports, fashion and much more….
Wall Street Journal (contd.)Using Pinterest to show a behind the scenes look at New York Fashion Week
Anything else?I’m glad you asked. Here’s a few things you can do off site….
You can ‘pin’ wherever you areWith the iPhone app….
Here’s a few ways to extend your enjoyment (and content reach)Bookmarklets and buttons for easy ‘pinning’, ‘follow’ links for easier discovery….
10 key take-outsIn summary…. Pinterest is a visual content curation platform with a ton more to boot It’s a huge traffic driver for brands, retail, travel, charities, news & more Build your brand out of its specific sector by sharing interesting and relevant content, creating engagement Ensure that the visual content on your site is ‘pinnable’ Videos hosted on Vimeo currently can’t be pinned, but YouTube works Use collaborative boards as ways of bringing people together internally or for client projects Add your products (with their prices) to drive awareness and social currency You don’t have to follow everyone, just their boards which interest you the most Add buttons and sharing functionality to your browser / shop / website / blog It can get madly addictive. Enjoy the ride
Thanks for reading!I hope you enjoyed…. You can find me on Pinterest at http://www.pinterest.com/litmanlive I’m Head of Engagement at 9010 Group, an open business consultancy and Editor of SocialMediaCouncil.EU If you want to find out more about what we do, get in touch at firstname.lastname@example.org And of course, let me know what you think! 57