Social Media Analysis: Pinterest
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The document summarizes the past, present, and future of Pinterest. In the past, Pinterest's big idea was to allow users to organize and share things they find on the web using boards. It grew rapidly, becoming one of the top 10 largest social media sites within a year. Currently, Pinterest is most popular among 25-34 year old women and is used for planning, organizing, and curating interests like crafts, fashion, and food. Brands that are successful on Pinterest take a human approach by sharing ideas for how products can be used rather than directly selling. In the future, Pinterest may expand into e-commerce by allowing direct product sales or promotions to drive users to other sites.
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Social Media Analysis: Pinterest
- 1. New KID on the Block hi we’re cool.
- 2. How many of you are FAMILIAR with how Pinterest Works?
- 5. Big Idea “To me boards are a very human way of looking at the world,” said Silbermann, who admitted he sees the world as a series of people’s collections. He even referred to his wife’s closet as a collection of shoes and clothes. “Move fast and break things. Except for data. And hearts. Breakdancing OK” “Pinterest lets you organize and share all the beautiful things you find on the web.” New KID on the Block New KID on the Block New KID on the Block
- 6. Early Success New KID on the Block New KID on the Block New KID on the Block Lots of buzz & curiosity The fastest site to reach 11 million users Dec ’11, just one year ago, it was in the top 10 largest social media sites Today, its in the top 3 behind FB and Twitter, with Linkedin right behind From Q2 2011 to now, Pinterest has grown from representing 1.2% of social media revenue for e-com- merce sites to 17.4%.
- 7. Present Brand Pinners: Lovely Brand Pinners: Awful What for? Who’s using it? Pin It
- 8. Who’s using it? 25-34 women make up the largest age demographic 60% female 40% male 50% of users have kids North Central/South East States = high usage Purchasing power: 81% of women surveyed trust Pinterest more than FB andTwitter. 60%40% 50%
- 9. What for? Planning, Organizing, Curating Top PinboardTopics: Crafts, Gifts/Special Events, Hobbies, Interior Design, Fashion, Blog- ging Resources, Food/Receipes Keeping up with trend
- 10. What for? 66% of users regularly follow and repin retailers. 59% of Pinterest users purchased an item they saw on the site Online U.S. consumers follow retail companies: Pinterest = 9.3 Twitter = 8.5 Facebook = 6.9
- 11. “Those who will succeed in Pinterest, from a brand perspective, will take that attitude because if you go up there and start just pinning your own stuff, without having the mood and the spirit of the community, you’re going to turn people off.”—Johanna Murphy, VP/eCommerce, Kate Spade. Brand Pinners Lovely
- 13. Brand Pinners Lovely “This is great content marketing at work: sharing ideas in which your products can be used, but making it more about education than selling.”— Renee Decoskey, a writer and the managing editor for Business 2 Community.
- 17. Pin It
- 18. 1. Increase brand referral traffic + sales 2. Create brand experience 3. Visually tell story 4. Connect on a human level 1. Not all brands are visual (might have to get creative or not use it) 2. Unbalanced demographic (mostly female) 3. Copyright Issues 4. Link can be easily broken 5. Content can be lost through repinning (over time)
- 19. But does it pay off ROI/Metrics Slide Referral Traffic
- 21. Future PinPointing eCommerce Channel Pinterest Promotions Men using Pinterest Design Influence
- 22. Men using Pinterest Eye CANDY for Men Male-focused businesses would be wise to be early-adopters They may also use it to find out more about what SHE wants--brands should take this into consideration More and more men are looking to discover products, and Pinterest isn’t exclusively for women In the UK, men are actually the ones doing more pinning, 56% vs. 44% female
- 23. The idea is for brands to use the platform to set up contests and sweepstakes on Facebook or the brands’ own sites that tie in the social scrapbooking site Convert their Facebook fans into Pinterest followers, cross-pollinating the bases. Could have time-sensitive sales/promotions exclusively for Pinterest followers Pinterest Promotion
- 24. Zappo’s separate site that aggregates pins and makes suggestions on products offered by Zappo’s like shoes, accessories, etc. PinPointing
- 25. eCommerce For smaller retailers and boutiques, Pinterest could integrate, acquire or build their own version of Shopify and let merchants sell directly on the Pinterest platform.
- 26. Design Influence Ebay, basically has the same pinfeed format that they’ve just begun using
- 27. Design Influence Myspace redesign, VERY image-oriented not dissimilar from Pinterest.
- 28. Key Takeaways for Pinterest Success Have a personality. Focus on lifestyle, taste, and interests. Social shopping is more about discovery, conversations and relationship building. The trick to succeeding on Pinterest isn’t necessarily about showing off your products or services directly. 1. 2. 3. 4.