Pinterest the “Next” New ThingFarris Timimi, MDMedical Director, Mayo Clinic Center for Social MediaApril, 2013
Agenda• What is Pinterest• Why is it an important health care social media tool• Discussion
What is Pinterest?• Pinterest is a “pinboard” style social photo sharing website• It allows users to create and manage themed image collections that focus on anything that might catch their eye
How is a bulletin board social?• Users can browse other pinboards for ideas• The social interactions focus on “re-pinning” or “liking” images• Pins can be shared on Twitter and Facebook• Over 80% of pins are re-pins
Development• Pinterest started December 2009• Initially launched as closed beta in March 2010• Co-founder Ben Silbermann personally wrote the first 5,000 users, offering them his personal phone number to trouble shoot any problems
Growth• December 2010-10,000 users.• January 2012-11.7 million unique U.S. visitors, making it the fastest site ever to break the 10 million unique visitor ceiling• That month, Pinterest drove more retail referral traffic than LinkedIn, YouTube, and Google+• March 2012, it passed LinkedIn to become the 3rd largest social network in the US.
Growth• No PR• No marketing• Initially invitation only, open to all August 2012
All of this new!• 2001: Wikipedia• 2003: MySpace• 2004: Facebook, flickr• 2005: YouTube• 2006: Twitter• 2007: tumblr.• 2009: foursquare• 2011: Pinterest
Social Media Greats at the age of 2• Facebook: 6 million members• Twitter: 3 million members• Pinterest: 10.4 million members
New Account• You can open a new account by e-mail, or with a Facebook or Twitter profile• When you pin or re-pin an image to your board, you have the option of sharing the pin with your Facebook and Twitter followers
Structure• On the main page, pin feed appears, displaying activity from boards you follow.• Currently main sections to browse: everything, popular and gifts.• The most popular pins are food & drink, DIY & crafts, and womens apparel.• When you browse new boards and pins, you can visit a "Tastemakers" page that recommend pinboards with content similar to your pins.
How do they make money?• Pinterest replaces affiliate tracking code with their code; payment is passed to Pinterest instead of the original affiliate• In other words, Pinterest gets a portion of the sale when you buy an item as it links you to commercial sites• This may not not add up to a lot of money, as the majority of posts originate from Tumblr and Facebook, and are not commercial products
How do they make money?• The real profit may be in affinity data, highlighting the relationships between consumer behavior and products, which could be collected and sold as marketing analysis.
Who is on Pinterest?• Nearly a third of users have an annual household income of $100,000 or more• 80% are female• The largest age demographic represented on the site are people between 25-34• 50% have kids• This is the demographic most valuable to mobile advertisers -- young, upper-middle class and female
Who is on Pinterest?• This is also our target demographic-the health care decision makers in families
Terminology• Pin: An image added to your Pinterest board • It can be a link to a site, or an uploaded image • You can add captions or hashtags• Adding a hashtag makes it easier to Tweet and optimizes search
Terminology• Repin: Once someone has pinned something, other users can repin it • Most pins are repins• Board: Where your pins live-you can have different pin boards for different topics• Pinmarklet: “Once installed in your browser, the “Pin It” button lets you grab an image from any website and add it to one of your pinboards.”
How to repin• If you see something you want to share, hover your mouse over the content-you can….. • Comment, Like or Repin it
How to repin• When you click repin, a window will open with your background still visible
How to repin• Select from the drop down menu which board you want to pin to. Add a description and check the box if you want to share the pin on Facebook/Twitter• Click repin and done!
Remember the 80s• 80% of pins are repins-1.4% of tweets are retweets• Pinterest 80% female, Twitter-55%, Facebook 55%• 80% of female general population trust Pinterest, 67% Facebook, 73% Twitter• Women account for 80% of all household purchase
To start..• Open a Pinterest account• Install the Pinmarklet on your browser• Set up your boards, with brief descriptions• Pin, repin and explore!• Be wary of Pinsanity!
For Further Interaction:• http://pinterest.com/farristimimi/