1. LiveWorld POV
Pinterest
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2. Pinterest Overview
• Virtual cork board that
allows users to “pin”
content they like or want
to sort and keep
• Social component allows
users to see each other’s
pins and “re-pin” ones
you like
• Creates collections of images based on subjects
• Simple to browse pins both by subject and from those
you know
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3. Why Now?
Estimated unique visitors to
Pinterest.com increased by
429% from Sept to Dec 2011
Pinterest is referring almost
Source: Compete.com & as much traffic as Twitter.
BrianSolis.com
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4. Pros Cons
• Visual display instantly • Requires images
appealing • Communication limited
• Simple to use to visual only
• Very viral; easy to see • Low use by men
others’ pins and collect • Limited uses for non-
them as your own visual products
• Strong organizational • Relatively low audience
tool (but growing fast)
• Fast growing model • Most have small groups
• Sticky content model of followers (vs. Twitter)
• Strong ties with
Facebook
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5. The return of the
impulse buy!
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6. Why Pinterest is Different
• Instant audience: Leverages existing social contacts by using
Facebook and Twitter for account creation
• Elite membership: Teases with limited browsing, but to become
a member, you have to either be invited by a member or submit
a request for an invitation
• Personal content recommendations: Shows you content and
people to follow based on interests you declare during
registration
• Designed from the best: Borrows successful design elements
including feed updates, followers, sharing, tagging, and likes
• Continuing evolution: Launches Facebook Timeline
App, search components, and APIs are coming soon
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7. Different Usage Pattern
• Very engaging browse, join, collect, and share usage
pattern
• Highlights topically organized pictures, which are more
visually appealing, and easier to digest than text
• Connects with people beyond your personal network to
those with similar interests
• High appeal for women topics like
food, cooking, apparel, interior design, DIY /crafts and
shopping
• Leverages Facebook Timeline App as a significant
return and sharing tool
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8. Business Value
• Site referrals: Pins lead customers directly back to you.
• Discovery and Purchase: Browsing lends to product discovery
and purchases both directly and through affiliates.
• SEO: Links in from a new source.
• High value for some businesses: Businesses in
design, DIY, event planning, food, apparel, retail and high end
consumer goods have high potential value. Lifestyle images work
well.
• Research and insights: Customer images teach the brand
about use cases, trends, interests, and sharing patterns.
• Local opportunity: High potential for local value (best of
city, my store, community outreach and activities).
• Videos allow for deeper explanation of yourhow-to-guides.
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9. Case Study:
Chicago Tribune’s Redeye.com
• Started with their Facebook page
 Inviting their fans to submit
photos to be included on their
Pinterest page
• This clever approach
 Leveraged their existing followers
 Gave them an instant content supply
 Provided research into the type of content they should post to Pinterest
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10. Business Take-Aways
• Ready yourself
 Images: To become a pin, first there has to be an image. The stronger
the image, the better the viral spread
 Add Pinterest button to sites to encourage sharing
• Join the fun!
 Create a company Pinterest page; show products and personality
 Cross-invite other Social Media groups to see your pins (Facebook
and Twitter)
 Identify Pinterest influencers in your space and create relationships
 Consider linking your affiliate program
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11. Brands to watch
• Whole Foods (http://pinterest.com/wholefoods/)
• Martha Stewart (http://pinterest.com/marthastewart/)
• Better Homes and Garden (http://pinterest.com/bhg/)
• Real Simple (http://pinterest.com/realsimple/)
• West Elm (http://pinterest.com/westelm/)
• HGTV (http://pinterest.com/hgtv/)
• Nordstrom (http://pinterest.com/nordstrom/)
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