Putting Pinterest into Perspective
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Transcript of Putting Pinterest into Perspective
Erwin Penland - Proprietary and Confidential
Putting Pinterest in Perspective
ERWIN PENLAND PRESENTS
FOOD FOR THOUGHTNovember 2013
Erwin Penland - Proprietary and Confidential
PinterestPinterest currently boasts 70 million users. Approximately 80% of those users are women, who skew slightly older and have a higher average salary than users on some other platforms.
This makes Pinterest a prime platform for reaching women with children and disposable income.
Pinterest users are more likely to discover past pins through search. So unlike tweets, which are often soon-forgotten blips in people’s feeds, Pinterest content actually gains relevance over time.
Pinterest claims almost 50% of all social activity on iPads, making it the top social sharing activity on the device.
Source:http://readwrite.com/2013/07/25/mindboggling-facts-that-will-make-you-care-about-pinterest#awesm=~omVy1NA1Qg8MY7
the statsAge Group
< 50
Ethnicity
Location
urban
Education
college
femaleGender
White
Population
70million
Income
$50k+
Erwin Penland - Proprietary and Confidential
me (eventually)Pinterest is by far the most future-oriented platform. When you look at the content that gets pinned, it’s often something people are bookmarking for later, such as a recipe or a beauty tip, or it’s something they one day aspire to achieve, such as a dream house or a certain body type.
Pinterest has also established itself as a great platform for commerce:
• 70% of users indicated that they get inspiration on what to buy via Pinterest
• Pinterest referrals spend over 2x more money than buyers referred from Facebook and Twitter
Sources: http://www.bizrateinsights.com/blog/2012/10/15/online-consumer-pulse-pinterest-vs-facebook-which-social-sharing-site-wins-at-shopping-engagement/
http://www.fastcodesign.com/1670681/ben-silbermann-pinterest
Erwin Penland - Proprietary and Confidential
The other thing that makes Pinterest a little bit different is that while many other platforms are about sharing stuff with others, Pinterest is more about curating content about users’ own interests. When you look at the content that gets curated, there are four main types that tend to get consumed most often.
Motivational: Includes motivational sayings, philosophies & mantras that motivate & inspire
Informational: Includes recipes, infographics & other informative content
Inspirational: Includes anything curated when ideating or planning a specific craft, event or DIY project
Collectible: Includes anything curated around a very specific topic to create a visual collection
Erwin Penland - Proprietary and Confidential
L.L. Bean leverages this curation approach by distributing pins for their outdoor clothing products alongside pins about things people love about and look forward to experiencing in the great outdoors.
Where the entire L.L. Bean page has over 5.5m followers, they also have a board dedicated completely to Woodland Creatures which boasts over 4.5 million followers on its own.
Brands Winning:L.L.Bean
Erwin Penland - Proprietary and Confidential
With almost 1.5 million followers, Mashable has found success pinning informational content on tech-related subjects, ranging from creating a more high-tech home to tips for crafting a good password. Their success points to the importance of understanding user behavior on social platforms and capitalizing on it in relevant ways.
While Mashable’s direct audience may not be moms with disposable income, they do produce great content within the informational category. And because informational content is a content type that is highly consumed by Pinterest users, they’ve been able to find their audience.
Brands Winning:Mashable
Erwin Penland - Proprietary and Confidential
Food for ThoughtFood For Thought is Erwin Penland's thought leadership platform.
It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.
The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country—showcasing how creativity is paramount to success in every organization, and in fact, in life.
The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations.
For more information:Joe SaracinoChief Marketing OfficerErwin [email protected]
Erwin Penlanderwinpenland.com@erwinpenland on Twitter, Instagram and Vinefacebook.com/erwinpenland
Food for Thought Conferencefoodforthoughtconference.com@fftconference on Twitterfacebook.com/fftconference