This document provides an overview of Pinterest, how it can be used for marketing, and tips to improve campaigns on the platform. It notes that Pinterest is mostly used by females to plan events and find home and fashion ideas. A SWOT analysis finds strengths in its large user base and visual format, but weaknesses in lack of interaction. Promoted pins are the main revenue source. Successful marketing uses high quality pins that are engaging and spreadable among users. Risks include targeting mostly females and not being able to use words. Improving campaigns involves professional, interactive pins and engagement with users.

1. SAL FAMA, BRIDGET JOHANSON, SEONGJUN PARK, JENNIFER
PEZZOLANTI, WAI SHAN, BRANDON YIP

2. AGENDA
• About Pinterest
• How You Use It
• Pinterest Users
• SWOT Analysis
• Monetization Strategy
• Marketing Risks/Failures
• How To Improve Campaigns

3. ABOUT PINTEREST
Ben Silbermann, Evan Sharp and Paul Sciarra
Co-founded Pinterest in March 2010
Lets users share and collect images on digital pinboards
Found its most passionate users among the Midwestern scrapbooking set
Mostly female group who have turned to it to plan weddings, save recipes, and post ideas for kitchen renovations
"Pinned"- prompts followers to click on product pictures to learn more

4. “We'd been flipping through design magazines, cutting pictures
and pinning them to the wall.”

5. https://www.youtube.com/watch?v=vuW8qwE40_s
How do you use it?

6. HOW DO YOU USE IT?
Pins? Pins are ideas people find and save from around the web. Each Pin links back
to the website it was saved from. Can learn how to make it or where to buy.
The Save
button
Saves your ideas and Pins! Can save pins to your boards by clicking on the red
Save button.
Bring your
ideas to life
Explore new ideas by searching for Pins, people, or boards. When you see a
Pin that you like, try it! Share how it went by adding a photo or note.
Send Pins to
other people
Can easily share ideas with friends, such as through their messaging option.

7. YOUR PROFILE
You can find all the Pins you save, boards you create, and Pins
you try
Find who’s following you and everyone you’re following, including
boards and topics
Anyone can see your profile, but your secret boards will stay
hidden
When you create an account, they’ll make a username for you
Personalize your profile by updating your username, adding a
photo and creating a bio

8. PROFILE EXAMPLE

9. PINTEREST USERS
● Total 175 million active users
monthly
● 81% of total users are females
(female dominated social media
tool)
○ Great tool for marketing
products that females would
like
○ E.g. Food-related products,
clothing, and beauty supplies
● Median age of total users is 40, but
majority of active pinners are below
40
● 60% of total users are from U.S.

10. WHAT PEOPLE EXPECT FROM PINTEREST
Two-thirds of pins represent brands and products
2nd popular advertising source of all social media
Food and Technology are top 2 popular categories for male users
3 popular pin categories- Food & Drink, DIY & Decor, and Fashion
Majority of people use Pinterest as a source of inspiration or useful information for their
interests Top

11. SWOT ANALYSIS
• Copycat sites such as
Gentlemint.com, the
“Pinterest for Men”
• Some pins are scams
and spam
• Threatens its
reputation and
credibility
• Considered a site
for women
•Lack of interaction
with other users,
unlike other social
media sites
• A free platform for
businesses and users
• The trend of sharing
economy
• Increase Pinterest
exposure on other
social media sites
• New ways to shop-
Buyable Pins
•Wide range of users
•Wide variety of
interests
•The power of visual
content
•Ease of learn and use
Strength
Opportunit
y
ThreatsWeakness

12. MONETIZATION STRATEGY
●“Synergy” between advertisers and users. Organically
repinned over and over
●Historically never charged advertisers to post, enticing
many investors and companies to the site
Promoted pin is the main revenue driver
Unorthodox method is extremely attractive to investors, they’ve raised
$1.3 billion in investments, and were most recently valued at $11 billion
Generated $300 mil of promoted pins in 2015

13. MARKETING BENEFITS
●27%
increase of
Pinterest
accounts
from
Fortune
500
companies
●Busines
s
accounts
have
useful
integrate
d
features
to
promote
companie
●Pinterest
pins are 100
times more
spreadable
than a tweet,
and the half-
life of a pin is
1,600x longer
than a
Facebook post

14. MARKETING BENEFITS
● Top industries include fashion,
home and garden, furniture, and
food
○ Other industries such as
technology are quickly rising
● Top brands are Etsy, The
Container Store, Whole Foods,
and Birchbox
● Certain companies pin for a
cause, such as Lindt Chocolate

15. MARKETING RISKS
Primarily Female
Users
○Huge
demographic
that isn’t being
exposed to
marketing
campaigns
●Promotions needs
to be image-based
○Marketing
campaigns
can’t use
words since
application is
based on
images
○Can lead to
copyright & legal
issues
Competition
○Competitors
can see your
products and
services
Easier to copy
●Aesthetic of
Pinterest Application
○Doesn’t have
advertisements
on the side of
the page
●Have to
advertise
through Pins

16. MARKETING FAILURES
● Photos of products used were low quality
● Needed to make customers more engaged in making a purchase
● Created Pinterest profile and began various boards
● Abandoned using the application
○ Ignored users and left them confused

17. HOW TO IMPROVE CAMPAIGNS
●Making
sure
products or
services look
professional
and high-
●Learn from
what has and
what hasn’t
worked
●Marketing
campaigns
need to be
user-
friendly,
interactive
and
engaging
●Put time
and effort
into the
platform so
customers
think the
company
cares about
their
purchase or

18. QUESTIONS?