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.
3. 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!
11. But in all seriousness, there really
is more to it..
12.
13. In current foraging and horticultural
cultures, a large portion of daily activity
revolves around finding and preparing food
(e.g, Hill & Hurtado, 1996).
In modern societies, much less time is spent
on food acquisition and preparation.
Modern humans still devote considerable
time and effort to foraging, although the
foraging context is now in the settings
of shopping malls, grocery stores, and
Internet sites (Hantula, 2003).
16. What I’m going to cover today:
• What is it?
• Why is everyone eating it?
17. What I’m going to cover today:
• What is it?
• Why is everyone eating it?
• Who is eating the most of it?
18. 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?
19. 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
20. 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
21. 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
22. 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)
24. How the idea came about…
"I was always collecting images on the web in
folders on the desktop of my computer, but it
wasn‟t a very good system for remembering
where things came from or who made them.
We wanted to create a place where you can
go to upload or collect things on the web and
simply organize it the way you want to.”
Evan Sharp, Pinterest Designer and Co-
Founder
25. Put simply…
”Imagine getting to do window shopping
of all the best and most creative things in
the world without having to go to the
mall? That‟s what Pinterest is.”
Tuhin Kumar, Designer, Pulse (A
personalised newspaper app)
26. 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).
27. 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.
61. 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)
64. 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 creative
agency.
• If you want to get in touch, then its
michael.litman@analogfolk.com or @mlitman on Twitter.
Editor's Notes
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.