Making Your Brand Pinteresting to Youth

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Presentation at ESOMAR 3D Digital Dimensions 2013 in Boston, MA. Examines results from a two-part national survey on youth's usage, habits, and attitudes toward social media. Connects why youth 18 to 24 use Pinterest and best practices in Pinterest marketing strategy to show the best ways to reach this important consumer group.

Published in: Social Media, Business, Education
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Making Your Brand Pinteresting to Youth

  1. 1. Making Your Brand interesting to Youth: Examining Youth Usage and Adoption Rates of Pinterest Caitlin Krulikowski, Jennifer Romano Bergstrom & Megan Fischer
  2. 2. We are Social beings social. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  3. 3. And we want to communicate clearly and quickly. So a blog… @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  4. 4. Became a status update: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  5. 5. Which became a tweet: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  6. 6. And is now just a photo: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  7. 7. The Rise of the Visual Web Source: comScore, 2013 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  8. 8. So…what is Pinterest? = @ForsMarshGroup @caitlinkru @romanocog @meganpfischer “Tool for collecting and organizing things you love”
  9. 9. Pinterest 101 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  10. 10. Growth of Pinterest Source: inQbation, 2012; Reuters, 2013 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 48.7
  11. 11. Why would marketers care? – 69% find item they purchase or want to purchase – 70% use for buying inspiration – 67% use to track/collect things they like Source: comScore, 2013 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  12. 12. Your average – – – – White Female Under 30 Some college education Source: Pew, 2013 inner
  13. 13. Making Your Brand interesting 1. U.S. young adult market & Pinterest 2. How does young adult usage behavior affect marketing decisions? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  14. 14. Research Methods – Participants: US residents ages 16-24 – Two-part survey: – Spring 2012 │ paper-and-pencil │ n=3,743 – Summer 2012 follow-up │ online │ n=1,686 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  15. 15. What We Will Examine – Who is using? – What are they viewing? – Why do they use Pinterest? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  16. 16. Who @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  17. 17. Where *The Pacific Division includes Alaska and Hawaii, which are not displayed @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  18. 18. #1 Top Board Popular boards @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  19. 19. #2 Popular boards @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  20. 20. #3 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  21. 21. #4 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  22. 22. #5 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  23. 23. #6 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  24. 24. #7 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  25. 25. #8 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  26. 26. #9 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  27. 27. #10 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  28. 28. Why: To Have Fun @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  29. 29. Why: To See/Hear Something Entertaining @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  30. 30. Why: To Get Better at Doing Something @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  31. 31. Why: To Laugh @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  32. 32. 1. Have fun 2. See/hear something entertaining 3. Get better at doing something 90 4. Laugh 80 5. Find out more about % of Respondents Power Users 70 someone/something 60 6. 50 Share ideas/info with peers to advance topic 40 7. 30 Teach others something you have learned. 20 8. 9. all users power users 10 0 0 1 2 3 Post about fun things you are doing Find places to eat or services to use 10. Work together toward a shared goal 4 5 6 7 8 9 10
  33. 33. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  34. 34. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  35. 35. Making Your Brand interesting 1. U.S. young adult market & Pinterest 2. How does young adult usage behavior affect marketing decisions? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  36. 36. Brands should use Pinterest to engage with young adults @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  37. 37. What is the spend power of US teens ages 12 to 19? $117.8 billion Source: Sommer, 2012 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  38. 38. Young Adults Follow… – For entertainment – To stay informed – To show their support @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  39. 39. Young adults are seeing brands’ pins: – 59% consume + pin – 38% consume @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  40. 40. Where’s the sales pitch? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  41. 41. Where’s the sales pitch? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  42. 42. Where’s the sales pitch? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  43. 43. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  44. 44. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  45. 45. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  46. 46. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
  47. 47. Conclusions – Great potential for brands to engage young adults on Pinterest. – Further research needed: – Young adults’ purchase behavior & Pinterest
  48. 48. Thank you! ckrulikowski@forsmarshgroup.com jbergstrom@forsmarshgroup.com @ForsMarshGroup @caitlinkru @romanocog @meganpfischer Boston, MA │ June

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