Pinterest is a social network where users can create boards to visually organize and share images they find inspiring on various topics. It has experienced rapid growth since launching in 2010, now with over 10 million unique visitors per month. Pinterest drives significant ecommerce traffic, with users referred from Pinterest 10% more likely to purchase and spend more on average. Many brands have created engaging campaigns on Pinterest to encourage sharing and community among users.

1. Pinterest 101
Pinterest.com/Deepend
Date: 8 June 2012

2. Contents
1. What Is Pinterest?
2. The Stats
3. Pinterest & Ecommerce
4. Brands on Pinterest

3. What Is Pinterest?
• Pinterest is a social network where users can
‘Pin’ images and organise their Pins on
themed Boards eg ‘For My Home’ or ‘My
Style.’
• Pinterest is used to visually express
individuality, as an inspirational visual
reference for projects, as a wishlist of items
for potential purchase, and for sharing ideas
best expressed in images.
• Pinners can follow their Facebook friends and
Gmail contacts, search users to follow, and
search Pins and Boards by keyword.
• Images can be pinned from the web using the
Pinterest Bookmarklet browser plugin, re-
Pinned from another user, or uploaded from a
user’s computer or phone.

4. Where Is Pinterest?
• Pinterest.com is accessible as a website and
mobile site, and there is a Pinterest iPhone
App which has been downloaded ~250,000
times.
• Pinterest is integrated with Facebook and
Twitter to enable users to easily share Pins on
other social networks.
• Pinterest has a Facebook Timeline App which
automatically shares recent Pins and Followed
Boards on users’ Facebook profiles.
• Website owners can add a “Pin It” button to
their webpage to allow users to add the
content to Pinterest.

5. Pinterest By Numbers – Growth & Time Spent
• Pinterest launched just over 2 years ago and has experienced a dramatic
uptake.
• In January 2012 it became the fastest site in history to break through the
10 million unique visitor mark.
• In Australia, 470,000 unique users visited the site in April 2012, up
120,000 from March 2012.
• Average time per visit is over 14 minutes.
• Food and Drink is the most popular topic on Pinterest, making up 1/3 of
all Pins.

6. Pinterest By Numbers – Australian Users
• Pinterest globally tends to skew female – roughly 70/30
split. In Australia the genders are almost evenly distributed,
with slightly more men using it than women.
• 35-54 is the most populous age bracket, accounting for
62% of Australian users.
• Users are far more likely to be tertiary educated than not.
• Australian Pinners appear to be stylish, tech-savvy, and
interested in design. The top audience interests (based on
web browsing habits – Google Ad Planner, March 2012)
are:
• Fashion design & collections
• Web stats and analytics
• SEO & SEM
• Graphic design
• Blogging

7. The Ecommerce Opportunity
• Pinterest is projected to account for 40% of
all social media driven purchases by end Q2
2012.
• Pinterest outdoes YouTube and Google+ and
is on par with Twitter in directing referral
traffic, accounting for 3.6% of all referrals.
• Amazon & eBay have added ‘Pin It’ buttons to
their share options.
• Shoppers referred by Pinterest are 10% more
likely to make a purchase than users referred
from other social networks and spend 10%
more on average.
• Pinterest allows Pinners to add price tags to
Pins and includes a Gifts stream, searchable by
price.

8. Brands on Pinterest
• Peujeot Panama Jigsaw – arranged Boards
onto ads that could be read left to right and
created a jigsaw puzzle where users had to
find missing Pins and create their own board
to complete the puzzle.
• Honda Pintermission – rewarded active Pinners
for taking the day off and doing the activities
they had planned. Prizes awarded if they
shared the results on Pinterest.
• Sephora Colour Wash – users asked to create
Boards and pin 5 images featuring their
favourite colour.

9. Brands on Pinterest
• Kleenex Pin To Make A Difference – capture,
compile and share sustainable household tips
and wisdom about sustainable domestic
practices.
• Harrods Diamond Jubilee Street Party –
Pinners invited to create mood boards and the
winner’s will be used as inspiration for a store
window display.
• Kotex Personalised Gifts – Inspiration Day
campaign where 50 personalised gifts were
sent to 50 users based on their Pins.