pinteresting

The Real-Life Virtual Pin Board

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Wednesday, September 19, 12

Pinterest: What?Virtual pinboard, invitation only

Users organize and share any image they find on the internet and link back to the original page

Connects pinners in a social network

Allows users to browse pinboards created by other people

Third most popular social network after Facebook and Twitter (ahead of LinkedIn)


Pinterest: Who?

Source: Infographic

Labs


Pinterest: Where?

Source: Infographic Labs


Pinterest: When?

Source: Statista


Pinterest: Why?

Design

Simple, minimal effort, minimal distraction

Image take center stage

Action buttons remain hidden

Comments are minimal and stacked


Pinterest: Why?


Pinterest: Why?Critical Mass

Internet tendency to hoarding images and content

100% personalized

User-generated content e.g. Facebook

More content=more frequent users


Pinterest: Why?Refuge from Facebook/Twitter fatigue

Constant relationship statuses, check-ins, vacation photos etc.

Public preferences without worrying about truly personal content or privacy

Source: Flowtown and Column Five


Pinterest: Why?Accessible but exclusive

Mobile apps, browser plug-in

Don’t have to access website to post content

Pinterest is always there, encouraging you to pin

Easy, intuitive interface

Infinitely variable, predictably standardized


Pinterest: Why?Get Popular

Social Media famous

New pins go to front page

Mines Facebook automatically for new followers

I can do that! mentality

Desire to be more creative, do something new


Pinterest: How?

Source: MDG Advertising


Personal PinterestUsing Pinterest for your personal brand

Showcase your work

Curate and update a reading list

Flaunt your creative and innovative spirit

Pin your CV or resume - especially if they are visual

Support your favorite charity/non-profit

Just pin

Latest online trends and issues Source: Oscar Del Santopersonalbrandingblog.com


Personal Pinterest Pinterest for men

Nothing inherently feminine about Pinterest’s model

Founded by two men

Product discovery—sports cars to Super Bowl parties

Filter—choose what you follow

Engage with like-minded strangers

Find out what she wants Source: Seth Fiegerman, Mainstreet.com


Pinterest & Profit

Gain more traffic—post images that link back to your site/link in title and description

Built-in “Pin-it” buttons

Gain exposure, introduce potential customers to your brand

Free advertising to millions every day


Pinterest & Profit

Interact with customers—engage and foster loyalty

Feedback, discounts, contests

Showcase company’s personality

Pinterest is about lifestyles

Peek behind the scenes of a brand

Source: Brian Gardnerbriangardner.com


Pinterest & ProfitCostco


Pinterest & ProfitLands’ End


Pinterest & ProfitFab


Pinterest & ProfitVisit Savannah

http://pinterest.com/visitsavannah/




Pinterest & ProfitAdobe

http://pinterest.com/adobe/




Pinterest & Non-ProfitRaise awareness

Share who is affected, upcoming projects, explain cause in a picture

e.g. animal shelters

In education

Organize ideas

Collaborate with others

Source: OnlineUniversities


Pinterest & Non-ProfitKauffman Foundation

http://pinterest.com/kauffmanfdn/




Pinterest & Non-Profit


Pinterest ProblemsCopyright issues

Often sharing content created by someone else, not personal experiences like other social networks

Does not ask users to consider permissions before each pin

Places copyright responsibility on users

Difficult to defend in court-contributory infringement

“Nopin Code”

HTML snippet allows sites to block images from being pinned

Questions about compensation for image providers/third-party licensees

Source: PC World


Pinterest ProblemsPinterest’s Profits?

“Right now we are focused on growing Pinterest and making it more valuable. To fund these efforts, we have taken outside investment from entrepreneurs and venture capitalists...Even though making money isn’t our top priority right now, it is a long term goal. After all, we want Pinterest to be here to stay.”

Difference between not having a business model and waiting to build the right one?

Charging advertisers: branded campaigns, outbound links

Charging e-commerce partners: affiliate links

Charging users: virtual goods, better tools, printed collections

Selling user data/analytics Source: econsultancy.com


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