Overview of Pinterest as a social networking tool for health care social media. My presentation from the Mayo Clinic Center for Social Media Social Media Residency, Rochester, April 2013
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Pinterest and Health Care Social Media
1. Pinterest the “Next” New Thing
Farris Timimi, MD
Medical Director, Mayo Clinic Center for Social Media
April, 2013
2. Agenda
• What is Pinterest
• Why is it an important health care social media
tool
• Discussion
3. What is Pinterest?
• Pinterest is a “pinboard” style social photo sharing
website
• It allows users to create and manage themed image
collections that focus on anything that might catch
their eye
4. How is a bulletin board social?
• Users can browse other pinboards for ideas
• The social interactions focus on “re-pinning” or
“liking” images
• Pins can be shared on Twitter and Facebook
• Over 80% of pins are re-pins
5. Development
• Pinterest started December 2009
• Initially launched as closed beta in March 2010
• Co-founder Ben Silbermann personally wrote
the first 5,000 users, offering them his personal
phone number to trouble shoot any problems
6. Growth
• December 2010-10,000 users.
• January 2012-11.7 million unique U.S. visitors,
making it the fastest site ever to break the 10
million unique visitor ceiling
• That month, Pinterest drove more retail referral
traffic than LinkedIn, YouTube, and Google+
• March 2012, it passed LinkedIn to become the 3rd
largest social network in the US.
7. Growth
• No PR
• No marketing
• Initially invitation only, open to all August 2012
8. All of this new!
• 2001: Wikipedia
• 2003: MySpace
• 2004: Facebook, flickr
• 2005: YouTube
• 2006: Twitter
• 2007: tumblr.
• 2009: foursquare
• 2011: Pinterest
9. Social Media Greats at the age of 2
• Facebook: 6 million members
• Twitter: 3 million members
• Pinterest: 10.4 million members
10. New Account
• You can open a new account by e-mail, or with a
Facebook or Twitter profile
• When you pin or re-pin an image to your board,
you have the option of sharing the pin with your
Facebook and Twitter followers
11. Structure
• On the main page, pin feed appears, displaying
activity from boards you follow.
• Currently main sections to browse: everything,
popular and gifts.
• The most popular pins are food & drink, DIY &
crafts, and women's apparel.
• When you browse new boards and pins, you can
visit a "Tastemakers" page that recommend
pinboards with content similar to your pins.
12. How do they make money?
• Pinterest replaces affiliate tracking code with their
code; payment is passed to Pinterest instead of
the original affiliate
• In other words, Pinterest gets a portion of the sale
when you buy an item as it links you to
commercial sites
• This may not not add up to a lot of money, as the
majority of posts originate from Tumblr and
Facebook, and are not commercial products
13. How do they make money?
• The real profit may be in affinity data, highlighting
the relationships between consumer behavior and
products, which could be collected and sold as
marketing analysis.
14. Who is on Pinterest?
• Nearly a third of users have an annual household
income of $100,000 or more
• 80% are female
• The largest age demographic represented on the
site are people between 25-34
• 50% have kids
• This is the demographic most valuable to mobile
advertisers -- young, upper-middle class and
female
15. Who is on Pinterest?
• This is also our target demographic-the health
care decision makers in families
17. Terminology
• Pin: An image added to your Pinterest
board
• It can be a link to a site, or an uploaded
image
• You can add captions or hashtags
• Adding a hashtag makes it easier to Tweet
and optimizes search
18. Terminology
• Repin: Once someone has pinned
something, other users can repin it
• Most pins are repins
• Board: Where your pins live-you can have
different pin boards for different topics
• Pinmarklet: “Once installed in your
browser, the “Pin It” button lets you grab an
image from any website and add it to one of
your pinboards.”
19. How to repin
• If you see something you want to share, hover
your mouse over the content-you can…..
• Comment, Like or Repin it
20. How to repin
• When you click repin, a window will open with
your background still visible
21. How to repin
• Select from the drop down menu which board
you want to pin to. Add a description and
check the box if you want to share the pin on
Facebook/Twitter
• Click repin and done!
25. Remember the 80s
• 80% of pins are repins-1.4% of tweets are
retweets
• Pinterest 80% female, Twitter-55%, Facebook
55%
• 80% of female general population trust Pinterest,
67% Facebook, 73% Twitter
• Women account for 80% of all household
purchase
26. To start..
• Open a Pinterest account
• Install the Pinmarklet on your browser
• Set up your boards, with brief descriptions
• Pin, repin and explore!
• Be wary of Pinsanity!