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

Pinterest

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 Penlandjoe.saracino@erwinpenland.com

Erwin Penlanderwinpenland.com@erwinpenland on Twitter, Instagram and Vinefacebook.com/erwinpenland

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