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Pinterest

Comm 410
by

Jessica Feller

on 7 July 2014

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Transcript of Pinterest

Background

launched in March 2010 by Ben Silbermann, Paul Sciarra, Evan Sharp
virtual pin board
allows users to pin, repin,like and share images
included in top three popular social networking sites
retains users two to three times more than Twitter
Pinterest & Business Organizations
Social Media's "It Girl"
Pinterest Drives More Traffic Than Google+, YouTube and LinkedIn Combined
Business Organizations
Great way to drive traffic, leads and sales to your site
According to Shareaholic’s January 2012 Referral Traffic Report
Average time spent on social media site daily
Pinterest 1 hour 17 minutes
Facebook 12.1 minutes
Twitter 36 minutes
Image based as oppose to message based content
Strategy is key
By Fierarchy, LLC
Examples of Organizations that use Pinterest
Pinterest & Whole Foods
Goal is not to promote products but to promote a healthy lifestyle
virality
80 % of pins are repinned
11.7 million users (Facebook 901 M, Twitter 555 M, Google + 170 M, LinkedIn 150 M)
104.4 million users monthly
405 minutes spent on Pinterest monthly
Converts more browsers into buyers
By cutting out many steps of discovery, it's the quickest way for people to find your product
95% of traffic has been repinned from the web
Original source or website is attributed
Integrates to other social networks and websites so that it can be seen instantly by friends and other customers that see your activity on Pinterest
Aids in cultural analysis
Symbols, trends and values are represented
Used as a marketing tool useful for coding and research
AMC Theaters
Mongolian BBQ
Global Online Community Manager, Michael Bepko
It allows us to curate images from across the web that really speak to who we are as a company, images that reflect our core values and essentially communicate the essence of who we are.

Caring about the community and the environment

Promoting healthy eating and education to our stakeholders

Selling the highest quality organic and natural foods available

Creating ongoing win-win partnerships with our suppliers
Niche board topics allow for a target audience
(upcycling, repurposing materials, Christmas, etc.)

Users can follow individual boards associated to their interest
Goals:
Created niche boards to target audiences
1 Don't post someone else's picture without citing it
copyright infringement

2 Don't create unorganized boards
stresses followers

3 Don't forget about spammers,
usually high pins with irrelevant topic relation

4 Don't repost images from Google directly
gives credit to the original owner of the picture

5 Don't pin 40 images an hour
we need to know your true inspirations

6 Don't ignore the descriptions
people want to know the back story and Pinterest picks up on key phrases

7 You don't have to follow everyone that follows you,
this is out of inspiration
this isn't Facebook

8 Don't post pics too big or too small
hard to see
can't be enjoyed
unlikely to be repinned

9 Don't repost screen shots from Twitter or Facebook
each network has a purpose
picture quality becomes grainy
Huffington Post's 9 things a pinner should
never do
Supplemental resources for users (videos, infographics)

Pushing out content for new products

Gathering ideas for product concepts or inspiration

Simple and user friendly design
Strengths
Virtual Social Pinboard
Key demographic
(over 50% age 25-45)
*of women*
Academic, Trade or Popular Press Sources:
Video:
Infographic:

http://www.forbes.com/sites/ericaswallow/2012/03/20/pinterest-infographic/

http://brandwarepr.com/2012/the-pros-cons-of-pintrest-brands-demographics/

http://mashable.com/2012/02/27/pinterest-marketing/

http://www.jobstock.com/blog/social-media-statistics-2013/

http://mashable.com/2012/02/23/pinterest-whole-foods/

http://www.socialmediaexaminer.com/pinterest-contest/

http://www.huffingtonpost.com/2012/08/03/pinterest-etiquette-tips-what-not-to-do_n_1720258.html

http://pinterest.com/about/

http://en.wikipedia.org/wiki/Pinterest
Sources
Youtube.com
Infographic designed by Column Five Media and published by Intuit
Wall Street Journal
PBS
Full transcript