THE PINTERESTING REPORT

Common Sense MediaCamilla M. Dalisay

Summer 2015

TABLE OF CONTENTS

Pintroduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Where Are We Now

Our basic numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 List of current Pinterest boards and their number of pins

and followers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Baseline Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Understanding Our Pinterest Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Research on Pinterest and Proposed Application to Our Profile

Pinterest Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 How do Pins get discovered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 How to Help Your Content to Be More Likely to Show Up in Pinterest

Searches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 How to Boost Followers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 How to Create the Most Engaging Content . . . . . . . . . . . . . . . . . . . . . 14 How to Reach the Right Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Pinsight into Similar Organizations A Mighty Girl . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Amy Poehler’s Smart Girls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Pew Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

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PINTRODUCTION

Common Sense Media is doing great as a whole. We are reaching out and expanding our audiences, our content is fresh, and our team is growing. This is evident in the support we get from our audiences on social media. We have an outstanding almost 112k followers on Facebook and 51.4k followers on Twitter! Although we are doing an excellent job in gaining exposure for the company and providing available help and guidance for parents on these two sites, there is one social media platform we aren’t utilizing as well as we should be. Pinterest. On here, Common Sense Media has a following of 1,646. Though Pinterest isn’t among the top three social networking sites, it is ranked as number four in the Top 15 most popular social networking sites. Pinterest has a 250 million estimated monthly visitors, making it a powerful platform to share ideas. According to the 2014 Pinterest Media Consumption Study by Ahalogy, 79% of active female Pinterest users are female, and 36 % of daily active Pinterest users have kids aged 17 years or younger living with them. The most prominent Pinterest audience is moms. Common Sense Media’s target audience is parents. That being said, I hope to revamp our Pinterest profile and increase our number of followers in hopes of increasing traffic to our site, therefore making our brand, resources and available help even more known and inviting to our audience.

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WHERE WE ARE NOW Our basic numbers (as of July 7, 2015)

1,646 followers 40 boards 1036 pins Number of pins per posting session

TIME PINNED

# OF PINS

1 DAY 22 15 17 38 19 3

2 WEEKS 23 44 10

List of current Pinterest boards and their number of pins and followers (as of July 7, 2015)

BOARD # OF PINS

# OF FOLLOWERS

NOTES

ALCOHOL, DRUGS, AND SMOKING 25 1357SEX, GENDER, AND BODY IMAGE 45 1372READING AND BOOK RECOMMENDATIONS FOR KIDS AND TEENS

69 1382

MARKETING TO KIDS 18 1366SOCIAL MEDIA 24 1373MOVIES IN THEATRES 1 1365 Only one post. Need to pin actual reviews.COMMON SENSE SEAL 16 1376LEARNING WITH TECHNOLOGY 27 1382BEST FOR LEARNING 27 1391VIOLENCE IN THE MEDIA 39 1363PRIVACY AND INTERNET SAFETY 18 1384SCREEN TIME TIPS 27 1387BACK TO SCHOOL 138 1422CYBERBULLYING 25 1408SPECIAL NEEDS AND LEARNING 34 1369

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DIFFICULTIESFAMILY MOVIE NIGHT 22 1394IN THE CLASSROOM 13 1436DIGITAL CITIZENSHIP 111 34889 Shared w/ edutopia and Common Sense EduGAMING FOR KIDS 30 1377GREAT MOVIE RECOMMENDATIONS 22 1406GREAT TV RECOMMENDATIONS FOR KIDS 9 1385AND THE 2014 OSCAR NOMINEES ARE… 54 1367THE CIVIL RIGHTS MOVEMENT AND MARTIN LUTHER KING JR.

24 1376

HOLLIDAY MOVIE CLASSICS FOR THE WHOLE FAMILY TO ENJOY

16 1380

ADVICE FOR PARENTS 65 1441NEW IN THE WORLD OF KIDS + MEDIA 11 140325 GREAT MEDIA PICKS FROM THE EDITORS OF COMMON SENSE

27 1409

SUMMER FUN AND LEARNING! 41 1405LOL 8 1395HELP YOUR KIDS GIVE BACK THIS HOLIDAY SEASON

10 1387

OLYMPIC MOVIES - GET IN THE SOCHI SPIRIT!

14 1365

IN THE NEWS 15 1373NATIONAL POETRY MONTH 25 1382WHAT'S NEW ON NETFLIX IN MAY 31 1379OUR ALL-TIME FAVORITE MOVIES 25 1386MOBILE LEARNING 121 2051 Shared w/ Teachers on Pinterest & Remind COMMON SENSE MEDIA KIDS ACTION 18 1366SUPPORT CLASSROOM LEARNING AT HOME

2 1370

MORE ABOUT COMMON SENSE 1 1369BEST APPS FOR KIDS 3 1369

*boards with the highest number of followers are highlighted.

Baseline Analytics (as of 7/13/2015 at 10am)5

Profile: Our account profile (6/24 - 7/7) Avg. Daily Impressions: 1,045 Avg. Daily Viewers: 592 Avg. Daily Repins: 10 Avg. Daily Repinners: 8 Avg. Daily Clicks (to website from Pinterest): 4 Avg. Daily Visitors: 3

Audience: People who have seen at least one of our pins (6/24 - 7/7) Avg. Monthly Viewers: 176, 540 Avg. Monthly Engaged: 3,382 Country (based on country settings the Pinner chose)

COUNTRY # OF AUDIENCE MEMBERS

UNITED STATES

127216

CANADA 9731UNITED

KINGDOM6966

AUSTRALIA 4906MEXICO 3204

Language (based on account language settings)LANGUAGE # OF AUDIENCE

MEMBERSENGLISH 166,680SPANISH 9088FRENCH 3456

PORTUGUESE

2357

DUTCH 2071

Metro (based on DMA data provided by Digital Envoy)METRO # OF AUDIENCE

MEMBERSLOS ANGELES 15CHICAGO 11

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BOSTON (MANCHESTER)

11

NEW YORK 10MINNEAPOLIS-ST. PAUL

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Gender (based on Facebook settings and what the Pinner chose when they signed up for Pinterest)

GENDER # OF AUDIENCE MEMBERS

FEMALE 136,384MALE 30974

UNSPECIFIED 13,975

Interests (what your audience is into)

DIY Home Décor Recipes HairstylesInspirational

QuotesDIY and Home Improvement

Art

Travel Books FashionEducation Funny Quotes MakeupDesserts Photography Technology

Healthy Snacks Parenting Dresses

Boards (from your audience that contain many of your pins)o Movies by Amy Roberts o Apps for kids by Rose Offnero Family TV and Movies by Shannon Godden o Counseling Parent Resources by Randi Brattino Books for Judah by Aaron

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Businesses our audience is interested in

BuzzFeed Life Etsy YouTubeWordPress.com Flickr BloglovineBay TeachersPayTeachers Amazon.comTheMetaPicture Huffington Post POPSUGARTwitter Inc. DumpaDay.com HubPagesPolyvore Babble theBERRY

Website: Pins we and other people have pinned from our website

(6/24 – 7/7) Avg. Daily Impressions: 12,806 Avg. Daily Viewers: 8,216 Avg. Daily Repins: 61 Avg. Daily Repinners: 55 Avg. Daily Clicks: 57 Avg. Daily Visitors: 48 Avg. Daily Pin Creates: 38 Avg. Daily Pinners: 26

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UNDERSTANDING OUR PINTEREST ANALYTICS:A guide to reading our analytics

Definitions:o Impressions : the number of times a Pin showed up in the home feed,

search results and category feeds of users.o Repins: the number of times someone saved your Pin to one of their

boards. Repins are now Pins shared across Pinterest (repins by others will show up on the newsfeeds of their followers, in category feeds, and are more likely to show up in search feeds when people search for related content).

o Clicks : the number of clicks to your website from Pins on your profile.o Viewers and Audience : anyone who has seen at least one of your pinso Engaged People : anyone who has liked, repinned, sent or clicked one of

your Pinso Category Feeds : when people want to search for things in a specific

category, they can access the category feeds in the drop down menu at the end of the search bar. Category feeds get their pins from all boards. Some examples of categories you can explore are: Popular, Everything, Art, Hair & Beauty, History, Technology, Kids & Parenting, etc.

All- Apps Drop Down Menu (in the upper right-hand corner) allows you to see data based on what device is used to access Pinterest (iPad, Android phone, etc.)

o Ex: Average daily impressions on our Pinterest profile (as of July 16, 2015)

Avg. Daily Impressions Device Used

158 Android phone

34 Android tablet

109 iPad227 iPhone

5 Mobile web484 Web

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1,017 All Applications

Export Data (in upper right corner) allows you to save data as a csv file (opens into an Excel spreadsheet)

Staying active on Pinterest – when you Pin or follow new Pinners and Boards, your followers get notified. This can help bring them back to your content.

Profile Analytics-- look at how Pins from your profile are doing (including all pins you've Pinned to your profile, things you've repinned from your site or from others.

o pins can be discovered long after they're added to Pinterest so you may not see the full impact of recently added content for several months

o Pins with high impressions = people are actively looking for that contento Pins with high repins = people find that content interesting enough to

save and shareo Pins with high clicks = people want to learn more about, take action on

or purchase that content.o Best in search: Pins that rank higher in search

Pins that rank highly in search quality may not be the Pins that show up most often in search results. Instead, this gives you an idea of which of your Pins score well in search when somebody searches for something relevant. Many factors go into search ranking, like whether or not the Pin has high Pinner engagement. You can improve the search quality rankings of your Pins by writing quality descriptions, using Rich Pins and making sure all of your Pins link somewhere meaningful.

o Power Pins = pins with all-time high engagement (a combination of likes, comments, sends, and more)

Website Analytics-- see how content from your website is doing on Pinterest. Shows data for all Pins that link back to your website, not just the Pins you've added to your own profile. This includes website pins and repins.

o Use the “Boards with top Pin Impressions” list to understand how people are organizing your content. On this list are boards that contain a lot of pins that link to your website. They can be boards that you’ve created or boards that others have created.

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o Original Pins -- how many unique Pins are created from your website on a daily basis. You can also see the most recent unique Pins that have been created. Helps you to understand how much unique content is being added to Pinterest from your site, as well as the latest trends in Pinning from your site.

o Official Pin It Button if using it on your site, you'll get a snapshot of how it's driving

traffic back to you: Top graph shows you info on a single day (how many

impressions, clicks and Pins were created by the Pin It button on your site that day.

2nd graph (activity that happened in the 7 days after the top graph)

These graphs only give a 7 day snapshot. Pins often continue to gain impressions, repins and clicks for months after the original Pin was created.

Audience Analytics-- find out more about the people (use the All audiences menu to limit your view to just your followers) who interact with your Pins.

o Demographics (all this data is based on the past 30 days) Country -- based on the country settings Pinner chose Language -- based on account language settings Metro -- based on DMA Data provided by Digital Envoy Gender -- based on Facebook settings and what the Pinner chose

when they signed up for Pinteresto Interests -- a look at the most popular categories (in no particular order)

that your followers are into, so you can get more ideas about what kind of content your audience may like)

o Boards -- a collection of boards from your audience that contain many of your Pins.

o Businesses -- learn who else your audience is interested in hearing from

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RESEARCH ON PINTEREST AND PROPOSED APPLICATION TO OUR PROFILE

Pinterest Traffic More than 75% of all Pinterest's traffic comes from mobile applications

(Pinterest hasn't clarified between the traffic from Android and iOS specifically).

Overall, active pinners indicate they use smart phones to access Pinterest most often.

Our followers access Pinterest mainly through mobile and computer devices.

How do Pins get discovered? Home feeds of our followers Repins (shown to others’ followers) Pin It button on your website Search results and category feeds

How to Help Your Content to Be More Likely to Show Up in Pinterest Searches Things we already do:

Place key words in the description of pin Make sure the file name of image saved in our databases/computers

always contains targeted key phrase (this is important because Pinterest Search sometimes takes key words from URLS and image names)

Write short descriptions (which are more likely to show up)

Things we can improve on: Accurately and thoroughly explain the details on the pin in description.

Many of our pins don’t say much about what the pin is about. We need to make sure our pins are helpful, like a short summary, and update older pins.

Make sure all of our boards are assigned to a category (Kids & Parenting; Education; Film, Music, and Books; etc). Most of our boards are assigned to

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appropriate categories, however, we have quite a few boards that are under the “Other” category and be more appropriately placed.

How to Boost Followers What we already do

Make available a Follow on Pinterest button in newsletters, emails, website, etc.

What we can improve on We can place a Pin it! hover button on top of images in articles on our

website (for Buzzfeed, this increased pinning by 10 times). This will subtly remind Pinterest users to save our articles and reviews. We currently have Pin buttons to pin a whole page to Pinterest on our website. This might also work, however on certain pages the image pulled for the pin image is the Common Sense logo. This might be because there aren’t any other images to pull from on that page. We can discuss if this is something we want to work on with the web team or not.

Post more frequently to our popular boards o And the 2014 Oscar nominees are…o Digital Citizenshipo Book Recommendations for Kids and Teenso Back-to-Schoolo Family Movie Nighto Best Apps for Kidso Privacy and Internet Safetyo The Civil Rights Movement and Dr. Martin Luther King Jr.

Follow and get similar non-profit organizations, parenting sites, and parenting magazines to follow us and share our posts. We can exchange pins (message them and have them pin some of our pins in exchange for us pinning some of them pins). We can also collaborate on boards and invite them to be hosts on ours.

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How to Create the Most Engaging Content What we already do

Specific topics for each board Post pins related to trending topics (look at Twitter trends, trends on kids

and social media, ride off those) Pin our own quality photos with great visual appeal. Keep it simple and

visual. Logos on images should be large enough to be visible in mobile, yet tasteful

and not distracting.

What we can improve on Place our most popular boards in the top rows Create more Holiday-related and season-related boards (i.e. Summer) Add logos on older images/pins that circulate and get a lot of impressions.

Pinterest takes images for pins from the website being pinned from. We aren’t able to change the picture of a pin without deleting the pin, recreating an image for the article/ web page, and pinning it anew again. The benefit of this is we have a lot of content to pin, catching the eyes of audience members we didn’t have in previous months. However, this could

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Popular Parenting Resources and Similar Non-ProfitsPinterest Profile # of Followers

Parents Magazine 166,805Parenting.com 41,783Babble 238,526Scholastic 35,640The Today Show 194,939Jacquie @ Edventures with Kids 125,335Lora, Kids Creative Chaos @playconnection

184,143

Smart Apps For Kids 15,630PBS Kids 1,124HuffPost Parents 18,324Today's Parent 13,677

burden the design team with the task of creating new images for Pinterest and having people put these images up on the web page.

Showcase what inspires us (don't just show off your product. Pin ideas, places, people, moods behind the brand, etc. Show your values. Have a variety of pins, not just your own)o Ex: Cute Kids, Fun Activities to do with your kid, Good Child Celebrity

Role Models, Quotes (quotes inspirational and/ or related to our mission on an image of someone famous has worked well on Facebook)

Create Rich Pins when we have pins for our apps, articles, and when we recommend movies. They are pins with more detail on them.https://business.pinterest.com/en/rich-pinso App Pins include an install buttono Article Pins include headline, author, and story descriptiono Movie Pins include ratings, cast members, and reviews

How to Reach the Right Audience Things we already do

Use key words in pin descriptions

Things we can improve on Best times to post to Pinterest (within your own time zone) in general:

o 2-4pmo 8pm-1am o W, Th, Sat

A lot of articles refer to moms using Pinterest at night (like my mom). Parents also use Pinterest Friday afternoons and Saturday mornings. However, figuring out the best time for us will take trial and error on our part, once we get into the rhythm of posting frequently. We can use a Pinterest analytics tool like Tailwind App to find out what days and times are generating the most repins and likes for our pins, as well as to schedule and publish pins. Curalate and Viral Tag are also tools we can use. All three of these will give us a free trial.

Put pinners first (What do they care about? Look at web analytics. Taylor pins to people)

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o Our pinners like our movie reviews and apps, parenting articles, and advice (according to the list of Pinner boards with lots of our pins, in the Audience tab of analytics)

Target popular moms and either collaborate with them, invite them to view your Pinterest boards and your sites, etc. The way to contact other Pinterest users through Pinterest is by sending them a message. You can contact other Pinterest users by sending them a message – a business can contact a person only if that person is following them. If a person is not following your account, you cannot message them.o A sample of popular Pinterest parents

Modern Parents Messy Kids (145,322 followers) My Life and Kids (51,688 followers)

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PINSIGHT INTO SIMILAR ORGANIZATIONS

A Mighty Girl 23,682 followers 36 boards 2311 pins Number of pins per posting session

TIME PINNED (WEEKS AGO)

# OF PINS

3 46 47 1

11 113 421 124 126 129 1

Amy Poehler’s Smart Girls 10,797 followers 21 boards 1838 pins Number of pins per posting session

TIME PINNED # OF PINS9 DAYS AGO 9

3 WEEKS AGO 19 4

10 411 512 813 715 716 1

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Pew Research INACTIVE

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MAIN REFERENCES "A Guide to Pinterest Analytics." Business.pinterest.com. Pinterest for Business.

Web. 20 July 2015. "Help Center." Help Center. Pinterest for Business, 2015. Web. 23 July 2015. Jackson, Susan. "People of Pinterest." IBlog 1 July 2015: 12-13. Print. Lucich, Malorie. "Pinterest Best Practices for Bloggers." Scribd. Malorie Lucich, 19

July 2015. Web. 20 July 2015. Perez, Sarah. "Now With 75% Of All Traffic Coming From Apps, Pinterest Revamps

Its Mobile Website." TechCrunch. 6 Feb. 2014. Web. 23 July 2015. "Top 15 Most Popular Social Networking Sites | July 2015." Top 15 Most Popular

Social Networking Sites | July 2015. Ebizmba. Web. 23 July 2015. "2014 Pinterest Media Consumption Study." Ahalogy.com. Ahalogy, 2014. Web.

20 July 2015.

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