What is Pinterest, why should I care and how can I use it for my brand?

1. Pinterest 101
Pinterest.com/Deepend
Date: 8 June 2012

2. Contents
1. What Is Pinterest?
2. The Stats
3. Pinterest & Ecommerce
4. Brands on Pinterest

3. What Is Pinterest?
• Pinterest is a social network where users can
‘Pin’ images and organise their Pins on
themed Boards eg ‘For My Home’ or ‘My
Style.’
• Pinterest is used to visually express
individuality, as an inspirational visual
reference for projects, as a wishlist of items
for potential purchase, and for sharing ideas
best expressed in images.
• Pinners can follow their Facebook friends and
Gmail contacts, search users to follow, and
search Pins and Boards by keyword.
• Images can be pinned from the web using the
Pinterest Bookmarklet browser plugin, re-
Pinned from another user, or uploaded from a
user’s computer or phone.

4. Where Is Pinterest?
• Pinterest.com is accessible as a website and
mobile site, and there is a Pinterest iPhone
App which has been downloaded ~250,000
times.
• Pinterest is integrated with Facebook and
Twitter to enable users to easily share Pins on
other social networks.
• Pinterest has a Facebook Timeline App which
automatically shares recent Pins and Followed
Boards on users’ Facebook profiles.
• Website owners can add a “Pin It” button to
their webpage to allow users to add the
content to Pinterest.

5. Pinterest By Numbers – Growth & Time Spent
• Pinterest launched just over 2 years ago and has experienced a dramatic
uptake.
• In January 2012 it became the fastest site in history to break through the
10 million unique visitor mark.
• In Australia, 470,000 unique users visited the site in April 2012, up
120,000 from March 2012.
• Average time per visit is over 14 minutes.
• Food and Drink is the most popular topic on Pinterest, making up 1/3 of
all Pins.

6. Pinterest By Numbers – Australian Users
• Pinterest globally tends to skew female – roughly 70/30
split. In Australia the genders are almost evenly distributed,
with slightly more men using it than women.
• 35-54 is the most populous age bracket, accounting for
62% of Australian users.
• Users are far more likely to be tertiary educated than not.
• Australian Pinners appear to be stylish, tech-savvy, and
interested in design. The top audience interests (based on
web browsing habits – Google Ad Planner, March 2012)
are:
• Fashion design & collections
• Web stats and analytics
• SEO & SEM
• Graphic design
• Blogging

7. The Ecommerce Opportunity
• Pinterest is projected to account for 40% of
all social media driven purchases by end Q2
2012.
• Pinterest outdoes YouTube and Google+ and
is on par with Twitter in directing referral
traffic, accounting for 3.6% of all referrals.
• Amazon & eBay have added ‘Pin It’ buttons to
their share options.
• Shoppers referred by Pinterest are 10% more
likely to make a purchase than users referred
from other social networks and spend 10%
more on average.
• Pinterest allows Pinners to add price tags to
Pins and includes a Gifts stream, searchable by
price.

8. Brands on Pinterest
• Peujeot Panama Jigsaw – arranged Boards
onto ads that could be read left to right and
created a jigsaw puzzle where users had to
find missing Pins and create their own board
to complete the puzzle.
• Honda Pintermission – rewarded active Pinners
for taking the day off and doing the activities
they had planned. Prizes awarded if they
shared the results on Pinterest.
• Sephora Colour Wash – users asked to create
Boards and pin 5 images featuring their
favourite colour.

9. Brands on Pinterest
• Kleenex Pin To Make A Difference – capture,
compile and share sustainable household tips
and wisdom about sustainable domestic
practices.
• Harrods Diamond Jubilee Street Party –
Pinners invited to create mood boards and the
winner’s will be used as inspiration for a store
window display.
• Kotex Personalised Gifts – Inspiration Day
campaign where 50 personalised gifts were
sent to 50 users based on their Pins.