Pinterest has become a prime destination for sharing pictures & creating albums out of them. The Social Media Marketing team at Convonix has come up with a detailed analysis of Pinterest’s efficacy for varied businesses. It also outlines certain social media strategies that can be executed, so as to gain maximum traction on that platform. Our social media consultants, through this Presentation, have aimed to guide brands through the process of leveraging Pinterest’s potential to its maximum effect. Additional points & feedback are most welcome!

1. Are you interest-ED
Social Media Marketing @Convonix

2. What Wikipedia thinks it is
Pinterest is a pinboard-
style social photo
sharing website that allows
users to create and manage
theme-based image collections
such as events, interests,
hobbies and more

3. What bloggers think it is
It‟s a social networking and publishing site based on photos

4. What WE think it is

5. What Pinterest thinks it is
Pinterest lets you
organize and share all
the beautiful things you
find on the web

6. What it actually is

7. It’s an addictive online
scrapbook

8. What is Pinterest all about?
• It‟s About Discovery, Not Search
• The Content is the Navigation
• It‟s About Interests, Not Friends
• It Creates Persistent Content
• It Doesn‟t Seem Commercial (Yet!)

9. The origin of Pinterest
• The Pinterest project began in December 2009 with former Google
display advertising designer Ben Silbermann at the head, supported by
Paul Sciarra of Radius Ventures and Evan Sharp, former Facebook product
designer
• Pinterest started operation under closed beta status in March 2010
• Although the ability to expand Pinterest's membership was somewhat
limited with the invite-only clause, its growth was alarmingly exponential
• While in its beta stage, Pinterest accumulated over 1.5 million users with
approximately 3.8 million views per day

10. How to use it
Invitation request
Use Facebook Use individual login details
Create boards
Your own Or choose from available
Pinning
Upload a new pin/linking/comment Follow people/boards and re-pin

11. What is a pin?
A pin is added to Pinterest. A pin can be added from a website using the
„Pin it‟ button or you can upload images from your computer. Each pin
added using „Pin it‟ button links back to the site it came from.

12. What is a board?
A board is a set of pins. A board can be created on any topic, such as
Cool Posters, Recipes For Dinner, or Wishlist. You can add as many pins
to a board as you want

13. Pricing Function

14. Linking Back
Add URL in
Pin directly description
from
website
Link the
board to
the website
TRAFFIC

15. Why all the Interest in Pinterest?
• January 2012, Pinterest had 11.7 million
unique users
• It‟s the fastest site in history to reach 10
million unique visitors per month
• 3rd most visited social media site in the US
• Average time spent on website by a
visitor from Pinterest is higher in
comparison to other social platforms

17. Why did this happen?
• Visual appeal
• Invite-only
• Strong word of mouth
• Something new is exciting
• Design
• Action buttons are hidden
• Limited comments
• Images are center stage
• It's easy & it‟s a fun experience
• It‟s like shopping

18. industries that should use Pinterest
• E-commerce
• Beauty
• Apparel
• Tourism
• Education
• Wedding planning
• Interior decoration
• Designing
• Photographers
• Hotels and Food Chains

19. • Drive traffic
• Index boards
• Build links and back-links
• Searching Images
• Analyzing Traffic
• Buttons to Pin

21. • Make sure to repin and follow other pins and
users from the same industry
• Infographs are big on Pinterest
• Fill out the “About You” section that appears
under your photo so that your followers know
about you
• Link the pinned photo back to your site
• If you‟re selling something, add the price to your
pin
• Get creative with the board names
• Feel free to pin videos!
• Always add a description to your pins
• Make sure to change the descriptions written by
others to make your pins unique

22. • Repin everything to your Twitter and Facebook
profiles by default
• Create boards strictly for your own business
• Use your brand‟s Pinterest account for personal
pinning
• Use Pinterest if it can‟t be a part of your over-
all social media strategy

23. related: http://pinterest.com/

24. Lover.ly
• Completely visual inspiration engine and cloud scrapbook for all your
wedding favorites
• Plan a wedding, create your dream wedding, collect ideas for your wedding,
etc.
• Have various color schemes to help you narrow down searches or to find
what your looking for

25. pinspire
• Same layout as
Pinterest
• The top search
query is “Pinterest
clone”

26. gentlemint
• “Manly website”
• Still invite based
• The core of Gentlemint
was actually built in a day

27. What to measure?
Social Media Marketing @Convonix

28. How to measure the Metrics
Pinterest lets Google Pinpuff lets Provides
you monitor Analytics lets you measure analytics and
the pins and you measure Pinfluence - graphs
repins that are referral traffic popularity,
done from your coming from influence,
website Pinterest activity, reach You can
on a scale of measure
100 profile, board
Adding, You can also and pin level
„source/yourwe measure insights
bsite‟ after conversions, You can
pinterest.com/ last interaction measure the
will let you see conversions, value of pins & Lets you
the total assisted referral traffic measure the
number of pins conversions popularity and
from your reach of your
website boards and
pins

29. A FEW SUCCESSFUL CASE
STUDIES

30. CONNECT WITH YOUR
TARGET AUDIENCE
• Etsy‟s pinboards really take to heart what its brand stands for
• The company is humanizing its brand and forming deeper
connections with its target audience.
• Etsy representative Adam Brown said that "Pinterest is a growing
source of traffic for Etsy" and that they consider it "terrific for our
members because it's another way for shoppers to discover all of the
amazing things that Etsy sellers create."

33. • In 2011, Perpetual Kid began to gain
organic exposure on Pinterest as
customers pinned pictures of Perpetual
Kid‟s products, as well as pictures that
DRIVE WEB TRAFFIC had been drawn on shipping boxes by
the staff
• In the summer of 2011, Pinterest was
GENERATE LEADS
driving only 0.20% of Perpetual Kid‟s
total traffic; by January 2012, it was up
to 2.63%
CONVERT SALES
• For Perpetual Kid, Pinterest traffic
converts to a sale at more than twice
the rate of Facebook traffic

34. Social media traffic: perpetual kid

35. Indian Brands

38. • Niraj Shah, CEO Wayfair (the 2nd largest home goods retailer by
revenue) says that shoppers referred by Pinterest are 10% more
likely to make a purchase than visitors who arrive from other social
networks, including Facebook and Twitter
• "Pinterest is a huge source from a referral standpoint, even beating
out referrals from Facebook in the month of October," said Shannon
King, GM of digital for Real Simple magazine
• When Lionsgate introduced video content to its Pinterest profile,
Lionsgate BeFit‟s YouTube activity doubled, from 200,000 to
400,000 views

39. what’s behind the Pinterest
phenomenon?
Critical
mass
Lower barriers to
building reach
Pinterest is reportedly monetizing the
site by making money as an affiliate