A quick guide for marketeers on the key trends Pinterest taps into, the benefits of using Pinterest and the brands who are on the platform.

1. A Quick Guide for
Marketeers
from @sarachapman

2. What is Pinterest?
A new social network that let‟s you „pin‟ images you
like from across the web onto a virtual board that
you can share with the Pinterest community

3. What is Pinterest?
Users can:
 Create boards around a
theme or topic that
interests them
 Follow other people‟s
boards
 Like items pinned by other
people
 Re-pin an item you like
onto your board
http://pinterest.com/wholefoods/

4. Why is Pinterest
hot now?

5. People want simplicity
80% of activity on Facebook are simple likes
50% of people feel overwhelmed by brand
messaging on social media
 With one click
Pinterest users can
pin, images they
love.
 As users only follow
boards that interest
them, they only
receive relevant
content that‟s

6. It allows people to curate rather than
create content
Not everyone is a content creator, but trends
such as the explosion in blogs and the growth of
Twitter have relied on people‟s abilities to create
or provide an opinion on content.
Pinterest allows users to quickly and easily curate
content about subjects that they are passionate
about meaning that people quickly build up a
reflection of their own personal brand.

7. Pinterest takes advantage of
changing browsing behaviour
“A big shift underway is that the act of discovery could
come online, could impact how we search, and could
help drive transactions.... Learning about a new
product from the right person at the right time within
the right context, ...could bring the entire decision-
making process online,.”
Semil Shah, Techcrunch

8. Pinterest takes advantage of
changing browsing behaviour
Traditionally people are
influenced to consider
purchase by offline factors
such as word of mouth,
advertising and tastes
among peers.
They would then come
online to search for items
once they have an intent to
purchase.

9. Pinterest takes advantage of
changing browsing behaviour
Pinterest allows people to
discover new content and
items from people with
similar tastes, bringing the
process of discovery
online.

10. Who is on it?

11. Women in the US, but men in the UK
USA UK
Google DoubleClick and AdPlanner

12. USA UK
 27.4% of pinners globally are 25 – 34 and 22.1% fall
into the 35-44 YO group
 In UK, 42% of users are 24-34, while in the US
pinners are older, with the largest group falling in 35-
44 YO group Google DoubleClick and AdPlanner

13. Earners of £16-30K in the US but
£60K and up in the UK
Google DoubleClick and AdPlanner

14. What’s the
opportunity for
brands?

15. Showcasing products
 Product images can be
placed into boards to raise
awareness amongst target
audience
 Pinterest user experience
allows you to add description
and price tag
 Image text can be linked to
your online retail store,
driving traffic and purchase
 Pinning products in this way
will get you targeted referrals
who already know about your
product and so are likely to
have a higher intent to

16. Bring to life the brand values or a
campaign feeling
 Mix product images
content that relates to
the product use, style or
inspiration e.g. Gap
mixed it‟s winter clothes
with images of snowy
hillsides
 This gives a more „real‟
or personal feel to the
board allowing your
brand to demonstrate a
rounded persona users

17. Build relationships with
influencers
 Follow people who
encapsulate the lifestyle
or values of your brand
and comment and re-pin
their content
 This will not only build
relationships but will also
enable your brand board
to become owned by
your customers rather
than being a one way
expression of the brand.

18. Drive Traffic
“Pinterest users are very source hungry. They want to
know where that picture’s from, they want to know
where they can get that workout, or where they can
get that recipe.”
Tahndi Cambell, Digital and content Manager
Lionsgate

19. Drive Traffic
As a result of this behaviour
Pinterest drives more
traffic than YouTube,
Google plus and LinkedIn
combined; harnessing that
targeted traffic source is a
massive opportunity for
marketeers
comScore data via Shareaholic

20. Launch content series
 Within five days of
introducing video content
to its Pinterest profile,
Lionsgate BeFit‟s YouTube
activity doubled, from
200,000 to 400,000 views.
 “If we post a video on
Facebook and it gets a
certain amount of shares,
then chances are if we
post it on Pinterest, its
going to get the same
http://pinterest.com/lionsgatebefit/
amount of pins. We‟ve

21. SEO
• As Pinterest is such a big referrer, there is a large SEO
opportunity
• Pinterest recently made all image links no follow so as not
to overwhelm search results with pinned images
• But if a text link is added as part of the image description
then this will count as a link google follow
• Content that
is highly pinned in
this way will rank
more highly as
a result

22. So is Pinterest
• Inspirational mums for your
right –
Always on
brand?
• Unusual kids activities
and PWP films – Always
on
• Top musicians board –
promote unleashing
potential through music
• Dirt is Good - ???

23. So is it right for you?
• Marketeers need to assess whether the audience for their
product is currently on Pinterest – whilst the US audience
is very female dominated there are different trends
emerging in different markets
• If you do go ahead, define your goal before you start – is it
a learning exercise, reach or promoting a your brand
values that is motivating you? (If it‟s learning only and you
may abandon this later, consider using a personal
Pinterest account to learn more)
• How will Pinterest fit into your strategy for digital as a
whole? What content will users get here that they don‟t
get anywhere else?
• What content do you have that you can feed your Pinterest
fans in order to build a loyal and engaged following – there
needs to be a hook for them to go to Pinterest rather than

24. Happy Pinning!
• Inspirational mums –
Always on you have questions come
If
• Unusual kids activities
chat to me @sarachapman
and PWP films – Always
on Or take a look at my blog for
• Top musicians board –digital and
more on other
promote unleashing trends:
social
sarachapman.co.uk
potential through music
• Dirt is Good - ???