This document serves as a comprehensive guide to Pinterest, detailing its origin, user demographics, and various functionalities as a content curation platform. It discusses how users can create, share, and organize content through 'boards' and 'pins', as well as highlighting impressive statistics regarding its user engagement and traffic generation. Additionally, it outlines strategies for brands and users to effectively leverage Pinterest for marketing and collaboration.

1. The ultimate guide to.…
Michael Litman
February 2012

2. Contents
What I’m going to cover….
How the idea came about
What’s the big deal?
Stats, facts and demographics
Getting started
What are people pinning?
It’s not just imagery
Some of the more unusual uses
What else can I do?
Which brands are using it?
How are they?
Pinning on the move
Extending the experience off platform
Key take-outs
Contact

3. How the idea came about
And why Pinterest now exists….
"I was always collecting images on the
web in folders on the desktop of my
computer, but it wasn’t a very good
system for remembering where things
came from or who made them.
We wanted to create a place where you
can go to upload or collect things on the
web and simply organize it the way you
want to.”
Evan Sharp, Pinterest Co-Founder and Designer

4. Sounds good. So what is it?
And what can I do on Pinterest?
Pinterest is a content curation platform
which allows users to organize and share
beautiful and interesting content they find
on the web.
Think of it as a bookmarking site, a social
network, a gift finder and a platform for
collaboration all rolled in to one.
Content is organised in “Boards” that work
as categories. Each piece of content is
called a “Pin” (see right).
People can ‘like’ your pins or they can
“repin” them on to their boards, comment
on them and share on Facebook and
Twitter.
You can follow people and they can follow
you. Or you can just follow a particular
board of theirs rather than following all back.

5. But don’t just take my word for it.…
5

6. It became the fastest website ever to hit 10m unique users
And let’s not forget, it still remains invite only….

7. Ok, I get it. But what’s the big deal?
And it’s only just starting to explode….

8. Ok, I get it. But what’s the big deal?
Some of the headlines….
17-Feb-12

9. Pinterest is driving more referral traffic than….
YouTube, Google+, LinkedIn and Reddit combined!

10. And more time is already spent on it than many of the big players
According to research from Comscore….
Source: RJ Metrics

11. Who are the industries driving the most traffic to Pinterest?
Top 5: Social, search, entertainment, shopping and lifestyle….
Source: Hitwise

12. What about user demographics?
Who use it, where are they from and what are they using it for?

13. Where are they from?
Comparing US to UK….
USA United
12,000,000 Kingdom
Unique Users 200,000
Unique Users
Source: visual.ly

14. Who is using it? Comparing the US to UK
Mostly female in the US but it’s a different story in the UK….
Source: visual.ly

15. How old are they?
An older audience than you’d think. Largely 25-44 years old….
Source: visual.ly

16. What are they interested in?
Comparing US to the UK….
Source: visual.ly

17. UK users are more business centric (and cash rich)
Significantly more so when compared to USA user data….
Source: visual.ly

18. How are people pinning?
Largely through repinning others content, followed by through the browser button….
Pins by Method
Source: RJ Metrics

19. I’ve seen enough stats, how do I get started?

20. Well, it’s still invite only
So you need someone to hook you up….

21. What does a user profile look like?
Your boards are of all the things that (P)interest you….

22. What are people pinning?
Everything from….

23. What are people pinning?
To Nathan and Mikinzie noting recipes they want to try.…

24. What are people pinning?
To places Rose wants to visit around the world….

25. What are people pinning?
To inspiration for the home by Anna.…

26. What are people pinning?
To what magazine covers Andrea likes the best….

27. What are people pinning?
To cool furniture that Rosie has found on the web….

28. What are people pinning?
To what are Ben and his friends favourite iPhone apps….

29. What are people pinning?
To the books that Justin likes the most….

30. But it’s not just imagery
You can pin video too….

31. And there’s a video section on the homepage
So you can check them all out there….

32. You could even use it for your CV
Now there’s a novel approach to getting hired….

33. Or to adopt a dog
But maybe cat’s are more your thing? Worry not….

34. Or even find out which animals are endangered
Raising awareness and knowledge about wildlife….

35. And even ‘Zuck’ just signed up
To have a harmless nose about….?
Source: visual.ly

36. Alright, alright. I get it.
What else is there? (You’re hard to please aren’t you)….

37. Create a collaborative board
Where you and others can ‘pin’ content too….
37

38. Showcase your products (and importantly, their prices)
Pinterest is establishing itself as a huge traffic driver for online retail….
17-Feb-12

39. And you can also browse for gifts too
Along with being able to filter by price….

40. Find out who has pinned your website content
Insert your website URL after /source. You might be surprised….

41. Of course, the question you’re all wondering is.…

42. What brands are using Pinterest?
Here’s just a few. Can you guess them all….?
17-Feb-12 42

43. How are they using Pinterest?
Here are a cross section from many different industries illustrating the platforms breadth

44. General Electric
Pinning things that inspire them as a business through quotes, objects and #contests

45. Etsy
One of the most followed brands, huge variety of boards conveying their personality

46. TIME Magazine
Re-inventing the magazine itself through a series of boards….

47. Travel Channel
Providing visual inspiration on where to book that all important next holiday….

48. GAP
Showcasing popular products, gift guides, new collections, icons and inspirations….

49. Unicef
Showcasing everything from posters and stamps, to how they help children….

50. Whole Foods
Everything from kitchens and edible art to food gadgets, gifts and winter fave’s….

51. Wall St Journal
Showcasing front pages, food, travel, design, sports, fashion and much more….

52. Wall Street Journal (contd.)
Using Pinterest to show a behind the scenes look at New York Fashion Week

53. Anything else?
I’m glad you asked. Here’s a few things you can do off site….

54. You can ‘pin’ wherever you are
With the iPhone app….

55. Here’s a few ways to extend your enjoyment (and content reach)
Bookmarklets and buttons for easy ‘pinning’, ‘follow’ links for easier discovery….

56. 10 key take-outs
In summary….
Pinterest is a visual content curation platform with a ton more to boot
It’s a huge traffic driver for brands, retail, travel, charities, news & more
Build your brand out of its specific sector by sharing interesting and
relevant content, creating engagement
Ensure that the visual content on your site is ‘pinnable’
Videos hosted on Vimeo currently can’t be pinned, but YouTube works
Use collaborative boards as ways of bringing people together internally
or for client projects
Add your products (with their prices) to drive awareness and social
currency
You don’t have to follow everyone, just their boards which interest you
the most
Add buttons and sharing functionality to your browser / shop / website /
blog
It can get madly addictive. Enjoy the ride

57. Thanks for reading!
I hope you enjoyed….
You can find me on Pinterest at
http://www.pinterest.com/litmanlive
I’m Head of Engagement at 9010 Group, an open
business consultancy and Editor of
SocialMediaCouncil.EU
If you want to find out more about what we do, get
in touch at mike@ninety10group.com
And of course, let me know what you think!
57