pinterest cipr presentation final 6th sept

A guide to Pinterest. What’s all the fuss about and why should I care?

Social Summer #13.

Michael Litman (@mlitman)

September 2012

Who am I?

• Hello! I’m Michael Litman and I’m a Sr Social Strategist at AnalogFolk where we make and market interactive experiences globally.

Who am I?

• Hello! I’m Michael Litman and I’m a Sr Social Strategist at AnalogFolk where we make and market interactive experiences globally.

• Some of you might be very nice people and read my blog at litmanlive.co.uk/blog.

Who am I?

• Hello! I’m Michael Litman and I’m a Sr Social Strategist at AnalogFolk where we make and market interactive experiences globally.

• Some of you might be very nice people and read my blog at litmanlive.co.uk/blog.

• Others might follow me on Twitter as @mlitman.

Who am I?

• Hello! I’m Michael Litman and I’m a Sr Social Strategist at AnalogFolk where we make and market interactive experiences globally.

• Some of you might be very nice people and read my blog at litmanlive.co.uk/blog.

• Others might follow me on Twitter as @mlitman.

• The extra special ones may even be following me on Pinterest at pinterest.com/litmanlive

Who am I?

• Hello! I’m Michael Litman and I’m a Sr Social Strategist at AnalogFolk where we make and market interactive experiences globally.

• Some of you might be very nice people and read my blog at litmanlive.co.uk/blog.

• Others might follow me on Twitter as @mlitman.

• The extra special ones may even be following me on Pinterest at pinterest.com/litmanlive

• Regardless of your social media affiliations, you’re all looking great today by the way.

Why am I here today?

Why am I here today? It’s probably because of

this...

Which went a

little crazy…

Or maybe it was this:

An anthropological

take on the

furore around Pinterest

A Primer:

In current foraging and horticultural cultures, a large portion of daily activity revolves around finding and preparing food (e.g, Hill & Hurtado, 1996).

In modern societies, much less time is spent on food acquisition and preparation.

Modern humans still devote considerable time and effort to foraging, although the foraging context is now in the settings of shopping malls, grocery stores, and Internet sites (Hantula, 2003).

But anyway, before we get stuck in...

What I’m going to cover today:

What is it? Why are people talking about it? Who is using it? How are they using it? How are brands using it? Anything Else? Key Learnings and Actions

What is it?

How the idea came about…

"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 Designer and Co-Founder

Put Simply…

”Imagine getting to do window shopping of all the best and most creative things in the world without having to go to the mall? That’s what Pinterest is.”

Tuhin Kumar, Designer, Pulse (A personalised newspaper app)

Pinterest is a content curation platform which allows users to organize and share beautiful and interesting content they find on the web.

Think of 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).

In more detail…

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 them which automatically follows all their boards.

But there’s a social element too…

Why are people talking about it?

It became the fastest website ever to hit 10m unique users…

Traditional search engines are being hit hard by an increasingly visual online experience elsewhere…

And more time is already being spent on Pinterest than some of the key social networks...

And more time is already being spent on Pinterest than some of the key social networks...

Only Tumblr

and Facebook

beat it in terms

of minutes

spent by users

Here’s what a few of the larger sites are saying…

“Weekly visits to Pinterest from North American users alone hit 29 million in July, up from 1.27 million a year earlier which represents a Y-O-Y increase of 2,183% in site visits.”

Experian, July 2012

What a difference a year makes…

Who is using it?

It’s now open to the public, just register up on site…

Who are they?

Hugely popular

in the US with a

largely female audience

Whereas it’s

more heavily

weighted with

males in the UK

Source: visual.ly

Where are they from?

USA 12,000,000

Unique Users

United Kingdom200,000 Unique Users

How old are they?

Older than you’d think.

Largely 25-44

years old.

What are they interested in? US vs. UK…

Design

relatedBusiness related

Source: visual.ly

UK users are more business centric and cash rich

Source: visual.ly

Significantly more so when

compared to US data

30% of UK users in highest income bracket

compared to 5% (US)

How are they using it?

To convey your own individual personality and interests through pins and boards…

To convey your own individual personality and interests through pins and boards…

Yes, that really is my Dad. He’s addicted to it.

How are people pinning?

Over 80% of pins are

‘repins’. ‘Other’ assumed to

be via mobile.

What are people pinning? Everything from infographics

and charts…

What are people pinning? To food…

What are people pinning? Travel destinations…

What are people pinning? Inspirational Quotes…

What are people pinning? Fashion...

What are people pinning? Cool Houses...

What are people pinning? To Cars and

Motorbikes…

What do Pinterest themselves pin? News, employees,

pets, parties,

their office…

How are brands using it?

Here’s just a few, illustrating the platforms breadth:

Travel ChannelVisual

inspiration of

where to take your next

holiday…

BurberryA powerful

illustration of

what premium

imagery can do

on a visual platform

General ElectricPinning things

that inspire

them to build,

move and cure

the world

TIME Magazine

Re-inventing

the magazine

itself through visual

representations

of past and present

Anything Else?

Let’s not forget, it’s not just imagery!You can pin

videos from

YouTube and

Vimeo too…

And there’s a video section on site… So you can see

what’s popular.

You could even use it for your CV… Now there’s a novel

approach….

Or adopt a dog (or cat!) By the Humane

Society of New York…

But seriously…Go create a collaborative board.

Where you and

others can also

pin content to

the same board

Showcase your products (and prices)Pinterest is

proving to be a

huge traffic driver for

online retail…

You can even use it as a gift finder… And filter those

gift choices by

price too…

Find out who has pinned your contentInsert your or

indeed any URL

after/source.

You might be

surprised…

Pin on the go, wherever you are… (iPhone app) With the

iPhone, Android

and iPad apps…

With the

iPhone, Android

and Pad apps…

Pin on the go, wherever you are… (iPad app)

Add to your browser

Add to your blog

Show what’s being pinned from your site

Is there any Pinterest functionality I can add to my browser / site / blog / shop?

Add to your shop / news site

Key Learnings And Actions

5 key learnings…

Pinterest is a visual content curation platform and is a symptom of us moving progressively towards the era of the visual web.

It’s a huge traffic driver for brands, retail, travel, charities, news & more.

You don’t have to follow everyone, just the boards which interest you the most. Remember, this is all about the interest graph.

Add buttons and sharing functionality to your browser / shop / website / blog.

Now the site is open to the public, expect to see an even greater take-up by brands and individuals alike.

5 key actions…

Build your brand out of its specific sector by sharing interesting, topical, relevant content, creating engagement.

Ensure that the visual content on your site is ‘pinnable’.

Don’t forget about video, they can be pinned too.

Use collaborative boards as ways of bringing your team together.

Add your products (with their prices) to drive awareness and social currency along with adding buttons and sharing functionality to your browser / shop / website / blog.

Thanks for joining me today…

Follow me on Pinterest at pinterest.com/litmanlive

You should also check out allaboutpinterest.co.uk

I’m a Senior Social Strategist at AnalogFolk, a digital creative agency.

If you want to get in touch, then its michael.litman@analogfolk.com

Thanks for joining me today…

Questions? Questions?