Pinterest might be a social media channel you're asking yourself: How can I use it to achieve my marketing objectives? Social media expert Carmen Sutter and Head of Agency & Brand Strategy, Pinterest Kevin Knight explain how Pinterest can be used to reach your customers and deliver value to your brand.

1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pinterest Insights: Tapping Into Consumer Intent
Carmen Sutter & Kevin Knight| Adobe & Pinterest
#AdobeSummit

2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Kevin Knight
Head of Agency & Brand Strategy, Pinterest
@kevinjknight

3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Carmen Sutter
Product Manager, Adobe Social
@c_sutter

5. 5
Pinterest is a visual
discovery tool that helps
people find ideas for all
their projects and interests

6. Pinterest helps
with questions
where the answers may differ
from person to person
6
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7. represent an opportunity much bigger than search
These personal questions
7
GENERAL SPECIFIC
“Maybe I need
a vacation”
“A beach
sounds nice”
“Thailand has
great beaches”
“This June I’m
going to Phuket”
Search engines
7

8. with ideas that are curated, not computed
Plan your future
8

9. People use Pinterest to…
9
Find Pins in feeds,
through search and on boards
Collect Pins on boards
with the Pin It button
Try, buy or learn
more from your Pins
Discover Save Do

10. Here’s How It Works
10
They organize
Pins on boards
Recipes to try
They discover
Pins through feeds1 2 3
4
People Pin your content
from Pinterest or the web
Click back to your site

11. Finding ideas and bringing them to life
The Pinner Journey
12
Discover
I Know
What I Want
Just
Looking
Maybe
I Could
Narrowing
it Down
Do

12. Finding ideas and bringing them to life
The Pinner Journey
12
Discover Do
I Know
What I Want
Purchase
Just
Looking
Awareness
Maybe
I Could
Consideration
Narrowing
it Down
Preference

13. Who’s on Pinterest?
13Source: *comScore (September 2014, desktop and mobile, U.S. users); **Internal data
of women in the U.S.
are on Pinterest*
40%
of usage is on a mobile
device**
75%
monthly users in
the U.S.*
70M+
of Millennials
are on Pinterest**
1/3

14. 14
What are
Pinners into?

15. A hobby, vocation, preference, project or passion
An interest is
15

16. 16
30+ Billion Pins
categorized by people into more than
750 Million Boards

17. 17
See how people think about your brand

18. Businesses are at the heart of
Pinterest
2/3 of what people Pin comes from businesses.
People on Pinterest need businesses to make their ideas a reality.
Source: Internal data18Confidential

19. 19
People are already Pinning your content

20. 20
“I use it for me, for what I want to see.”
Lindsey, age 25
Interests are
highly personal

21. 21
“So many wonderful decorating ideas,
crafts and foods. It is like all of my
favorite magazines in one place!”
Jolene, age 24
People can have lots
of different interests

22. Interests evolve
over time
22

23. 23
Julie Atkinson

24. What makes a great Pin?
24

25. The Pin: A simple canvas
25
Image
Rich Pin Data
Description

26. • 3 econometric studies
• +100K Pins
• Billions of impressions
• Dozens of subjective and objective
factors
• Vertical-level analysis
What makes a Pin
successful?
26

27. What matters most?

29. More helpful

30. Offer tips, advice or instructions in
addition to showcasing a product
Pins should be helpful

31. • Detailed descriptions
• Step-by-step instructions and how-tos
• Lists
• Text overlays
• Tasteful branding
• Colors and settings that convey your
brand
How to make Pins
more helpful

32. Detailed descriptions

33. Instructions and how-tos

34. Lists

35. Text overlays

36. that doesn’t distract
Tasteful branding

37. that convey your brand
Colors and settings

38. Use vertical Pins
Don’t use amateur or user-generated
content
Make sure your Pins don’t look like
banner ads – avoid borders and blocks of
logos or distracting text
Don’t use hashtags
Don’t overdo the in-description branding
A few more
tactical things…
Confidential 38

39. A visual bookmarking tool, not a photo-sharing site or
social network
About self-discovery, not self-promotion
For everyone’s inner creative, not only for “creatives,”
artists and makers
For all your interests, not just for weddings or crafts
Enriching, not just for killing time
Curated by people, not computed by algorithms
About your future, not your past
Pinterest is…
3
9

40. 40

41. Want to learn more?
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