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Pinterest

  1. 1. Pinterest A Catalogue of Ideas Presented by Aditi Shah – 136 Amit Singh - 160 Bhavya Roy – 134 Girish Gupta – 145 Jayesh Warade – 165 Pratik Mhatre - 150
  2. 2. Flow of Presentation • Evolution • What is Pinterest • Pinterest statistics and demographics • Revenue model of pinterest • Pinterest for business • Pinterest vs. Instagram • SWOT analysis of Pinterest
  3. 3. Evolution of Pinterest • Founded by : Ben Silbermann , Paul Sciarra and Evan Sharp • Type of site - Visual discovery, collection, and storage tool • Headquarters - San Francisco (USA) • Launched - March 2010 • Current status – Active • URL: https://www.pinterest.com/
  4. 4. What is Pinterest • Pinterest is a photo sharing site which allows users to organize and share content. • Users can follow topics (Ideas) they like and share ,for example : Travel, Cuisine, Art, Humor etc. • Content is organized in boards that work as categories • Each piece of board is called pin. • People can like your pin or they can repin them on their boards, comment on them and share them.
  5. 5. What is Pinterest (contd…) Terminology : 1. Boards 2. Secret Boards 3. Group Boards 4. Pin 5. RePin 6. Comments & Likes 7. Pin It Button
  6. 6. Pinterest statistics (as of JAN. 2017) • Total Number of Monthly Active Pinterest Users: 150 million+ • Number of Pinterest Users from the US: 70 million • Number of Pinterest Users from Outside US: 80 million • Total Number of Pinterest Pins: 70 billion+ • Total Number of Pinterest Boards: 1 billion+ • Pinterest Market Value: $11 Billion+ • Average time spent on Pinterest per visit is 14.2 minutes. • Source : https://www.omnicoreagency.com/pinterest-statistics/
  7. 7. Demographics • 70% of Pinterest users are Females. • 40% of New Signups are Men; 60% New Signups are Women. • Men account for only 7% of total pins on Pinterest. • 75% users access pinterest from mobile handsets. • Median age of a Pinterest user is 40, however majority of active pinners are below 40. • 60% of Pinterest users are from US.
  8. 8. Usage in India • Pinterest is 5th most popular social network in India. • Pinterest has 80% female users and 20% male users in india. • The site generates more than 400% revenue per click as Twitter and 20% more than Facebook. • The most browsed categories on Pinterest include- Fitness, Home Décor, Food & Drink. • 92% of overall Pinterest posts are photos.
  9. 9. Revenue Model of Pinterest • Advertising / Promoting Boards • Two campaign models- 1. Engagement model 2. Click model
  10. 10. Revenue Campaign Model Engagement Campaign: • Cost Per Engagement (CPE): $0.27 • Effective CPE : $0.26 • CPM: $5.30 • Click Through Rate: 1.99% • Effective CTR: 2.03%
  11. 11. Revenue Campaign Model (contd…) Website Click Campaign: Cost Per Click : $1.52 eCPC: $1.52 CTR: 0.04% ARPU of $0.6
  12. 12. Cost Model of Pinterest • Website Hosting/ Server • Website / App development cost • Legal/ Copyright • Database • Human Resource Cost • The Pin Factory
  13. 13. Marketing on Pinterest
  14. 14. Best Pinterest Campaigns • Uniqlo Campaign • The goal: To introduce UNIQLO, a Japanese clothing brand to the American market paid media. https://www.youtube.com/watch?v=- cM414xbVEk • 100+ Shell accounts • Played on the pin image lengths
  15. 15. Best Pinterest Campaigns • Kotex's Women's Inspiration Day https://www.youtube.com/watch?v=UVCoM4ao2Tw • Kotex looked to 50 women pinners that inspire others through self- expression. • 50 media kits led to over 690,000 impressions.
  16. 16. Marketers and Pinterest - Present • Rich Pins: • Recipe • Product • App • Movie • Article • Place
  17. 17. Marketers and Pinterest - Present Buyable Pins: Blue means buyable. Buyable Pins still let you control the shopping experience seamlessly across mobile and the web
  18. 18. Marketers and Pinterest - Present • Campaigns: Engagement campaign and Traffic campaign.
  19. 19. Marketers and Pinterest - Present • Pinterest Analytics
  20. 20. Marketers and Pinterest – The Future • Lens • Shop the Look • Instant Ideas
  21. 21. Pinterest vs Instagram Pinterest • Usage –Focuses on curation and discovery of images of other users. • Links – Every pin is a link to external site which leads to generation of traffic. • Audience- 70% of users are women. • Engagement – less when compared to instagram. • Storytelling –Allows for better storytelling through themed boards which keeps users engaged. Instagram • Usage- Focuses on creating personal experiences and photo sharing. • Links – Directs users to bio so not much useful for traffic generation • Audience- Both the genders are equally represented. • Engagement – Instagram promotes comments and feedbacks • Storytelling – Encourages creating campaigns with the help of innovative images and small videos.
  22. 22. Pinterest vs Instagram( contd…) • Goal • Audience • Content
  23. 23. Swot analysis Strengths 1. Reaches wide range of users 2. Custom “Boards” 3. Offers unique Products and connects users to seller 4. Has a loyal fanbase 5. Referral rate of 30% Weaknesses 1. Considered to be a women centric website 2. Is very easy to spam due to its viral content model Opportunities 1. Growing user base globally (80 million+) 2. Very easy for businesses to tap target audience 3. Linked with facebook and twitter ,thus enables businesses to expand on these platforms as well Threats 1. Many pins are spams 2. Less personalized for users SWOT
  24. 24. Webliography • https://www.pinterest.com/ • https://blog.pinterest.com/en • https://www.omnicoreagency.com/pinterest-statistics/ • http://cpm.wiki/ • http://eyeflow.com/swot-pinterest/
  25. 25. Thank You

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