Download - What is Pinterest?
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The surprise smash-hit social networking site of 2011 wasn’t Twitter, Tumblr or Google+. Pinterest has skyrocketed into the top ten most visited social networks of the past year and continues to gain traction and popularity.
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What is Pinterest?• Pinterest is photo sharing website and app where users create and
manage theme-based image collections or “Boards”
• Users create “Boards” like Places I’d Like to Visit, Pretty Dresses, My Cookie Creations, etc. and post relevant photos on them
• A “Pin It” bookmark is necessary to grab an image and source-link from a website to add it to your board.
• Users can view and follow collections others have created.
• Users may also “Repin” items from other people’s boards.
• Like twitter, there are "followers."
• Like Facebook, users can "like" images
• http://www.wtvr.com/news/wtvr-the-sticking-interest-in-pinterest-20120122,0,7043561.story
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History• Work began in December 2009 after raising $10 million in its Series A
funding
• Achieved closed beta status in March 2010.
• Proceeded to operate in invitation-only open beta but eventually made registration possible after an email request.
• On August 16, 2011, Time Magazine published Pinterest in its "50 Best Websites of 2011" column.
• In October 2011, the company secured $27 million in funding from Andreessen Horowitz, which valued the company at $200 million.
• In December 2011, the site entered the top 10 social networks according to Hitwise data with 11 million total visits
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Pinterest Traffic Surpasses Flickr
According to Google trends, Pinterest has now surpassed other popular image-sharing sites like Flickr
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Pinterest Demographics
• Users are approximately 59% women • Typical ages range between 25 and 44 • Appeals more to educated Caucasians under the
age of 35 who have incomes between $30,000-100,000 (Alexa).
• Approximately 77% of visitors are in the United States, particularly the NE and SW
• http://mashable.com/2011/12/22/pinterest-video/
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Using Pinterest for Marketing
• Wedding themed• Technology• Sports• Healthcare• Personal Care• Home Improvement/DIY
Accessories
• Apparel – men’s, women’s and children’s
• Food/beverages, especially recipe driven
• Architecture• Interior design• Pets• Kids products/toys• Travel
Visually oriented verticals are well suited
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Best Practices for Brands
Best Practices – Pinning from various sources rather than one specific site.
– Repinning from within the site is how any user really builds his/her network of followers.
– Creating a few boards that cover a broad range of interests, rather than maintaining a single board devoted to one topic.
Top Brands– Pinterest has identified the following brands that it believes are
following the site’s “best practices” http://mashable.com/2012/01/09/the-top-brands-on-pinterest
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Case Study
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DRUGSTRE.COM- OUR PARENT COMPANY:DRUGSTORE.COM- OUR PARENT COMPANY:
Our Growth Strategy
• Largest assortment of any single retailer
• Organic growth through brand and assortment expansion.
• Leverage our knowledge of mass/clinical/spa/prestige.
.
WE HAVE CREATED A UNIQUE ONLINE BEAUTY BUSINESS.
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WE HAVE DEEP DIRECT RELATIONSHIPS WITH PRESTIGUE BRANDS.
NEW! NEW! NEW! NEW!
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WE ARE FOCUSED ON EDUCATIONAL AND EDITORIAL CONTENT
Personalized Beauty• Skin care Analysis• Hair care Consultation•Shop from Your List TM
Expert Advice:• CEW Award Winners•Latest Trends• Video library• Industry Insiders• Staff picks• Chat with a Beauty Advisor
Shop Beauty Best Buys: •Gifts with Purchase• Final Clearance• Value Sets
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Beauty.com Demographic
• Our customer is an affluent, educated, career minded woman.– 96% female – Average age is 38– Average household income $100,000+ – 82% college educated– More than 65% work full time
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Pinterest Plans for Beauty.com• 5 boards dedicated to primary categories (hair, skin-care, makeup,
accessories, nails)• 5-6 other boards with categories like
– how-to’s
– red carpet looks
– date night
– expert picks & celebrity picks
– new look Friday
– color trends
• As events like Fashion Week or Award Season comes around, create new boards for these events
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How To’s
• How to’s can include:– wedding looks– date night looks,– hair tutorials– skin care regimens,– nail looks– sunglasses with face shapes
• Publish daily/weekly
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Expert Picks
• Celebrity make-up artist Debra Macki http://pinterest.com/debramacki/
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Fashion Week Strategy• Use Picframe to put
multiple photos into one (hair look, nail look, etc) for one photo that’s easy to repin
• Use Phonto to add text to the pictures for easy repining
• Shanti to attend show and pin live
http://pinterest.com/pinmydesk/new-york-fashion-week-picks/
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Content Strategy• Repinning our followers’ images as well as brands/bloggers we
follow will be a strong part of community building
• Shanti, Sam, Andrea and Tanya in charge of finding content and posting regularly with products, blogs, press items, etc. that fit into targeted categories
• Besides posting product images to our page for commerce purposes, the following content-heavy pages are the types that we’ll also want to pin:– Trends pages– Expert picks– Staff picks– How to videos – Fashion week coverage– What’s in/what’s out
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Fan Acquisition Strategy• Target current fan bases from Facebook, Twitter & Email by posting
links to the Beauty.com Pinterest profile• “Pinning” contests
– Tarte Cosmetics http://tartecosmetics.com/blog/2012/01/17/congratulations-to-our-pinning-on-the-glitz-with-tarte-sweepstakes-winners/)
– Lands’ End Pin It to Win It contest, participants were encouraged to browse the Lands’ End site, create pins of items they liked and the most creative and stylish entries won $250 of shopping vouchers.
• Build strong relationships in the Pinterest community through repining, “liking” and following
• Add a “Pin it” button to Beauty.com pages
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Benefits
• User Engagement• Traffic to Beauty.com• SEO?
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SEO & Pinterest
• Currently, the links that are included when someone pins a page are “do-follow,”
• For each image you pin, add a description, containing key phrases in an authentic way.
• The more repins you get, the more links you will have, since a repin keeps the source link attribute with the image.
• Increased traffic
• Potentially valuable social media signals