marketing kit: pinterest

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Marketing Kit


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ContentsIntroduction 1

Social Media for Beautiful Things: Pinterest Soars 2

Whats Driving Pinterests Amazing Growth 3

Should Marketers Be Pinterested? [Infographic] 6

Three Excuses B2B Marketers Should Stop Making for

Why They Arent on Pinterest 7

What Pinterest Teaches Us About Innovation 9

4 Reasons Marketers Should Pay Attention to Pinterest 11

Additional Resources 12

12012 MarketingProfs LLC All rights reserved.


In just one glimpse, a picture speaks to our hearts, minds, and imaginations.

Harnessing our fascination with images, Pinterest, a relatively new social network, allows users to display their favorite pictures and videos for the whole digital world to see and share.

Users create online pinboards on Pinterest and collect images and videos to pin on their boardsmuch like old-school bulletin boards. Pinterest makes the process easy for users: A Pin It button can be added to users Web browsers, allowing them to add to their image collections as they traverse the Internet.

Now, businesses are also using Pinterest to tell their stories via pictures and extend their reach. By pinning product images, infographics, how-to information, designs, bits of inspiration, and more, businesses are ap-pealing to our proclivity to look when theres something to see.

Want to know how you can use Pinterest for your business? Check out the articles in this kit. Among the things youll learn:

Stats about Pinterests meteoric rise and whats driving its growth Why marketers should care about Pinterest and its users The top three excuses for not using Pinterestand why theyre wrong The top five reasons to use Pinterest as a marketer

Youll also find links to additional resources, including online seminars, articles, and a panel discussion.

By the time you reach the end of this collection, youll have pinned down the reasons for participating in Pinterestand picked up invaluable how-to advice and tips for making Pinterest part of your marketing mix.

22012 MarketingProfs LLC All rights reserved.

Social Media for Beautiful Things: Pinterest Soars by By Lenna Garibian, MarketingProfs

Visits to the invitation-only social networking site Pinterest skyrocketed in the second half of 2011, reaching 11.0 million as of December 17, up nearly 40 times the level recorded six months earlier, according to data from Experian Hitwise.

As the name suggests, Pinterest is an online pin board that al-lows you to organize and share all the beautiful things you find on the Web, according to the company. Such things include images of food, home dcor, clothing, and furniture, which users pin onto their pages.

The site was recently added to the Top 10 in Hitwises Social Networking & Forums category.

Below, other findings from Experian Hitwise.

Site DemographicsNot surprisingly, visitors to the site in the 12 rolling weeks ended December 17 skewed female (58%) and between the age 25 and 44 (59%).

However, Pinterest visitors do have a different geographic profile compared with their counterparts visiting other social networking sites, such as Facebook and YouTube.

Pinterest and the Social Networking & Forums category both attract the greatest share of their visits from California

and Texas. But the Social Networking category as a whole over-indexes on share of visits from Northeastern states whereas Pinterest over-indexes on visits from the states in the Northwest and Southeast.

Moreover, nine of the top 10 over-indexed states for Pinterest visitors also over-index for the Hobbies and Crafts category (versus the online population), which is understandable consid-ering the abundance of crafts content on the website.

Celebs, Brands on Pinterest?Pinterest is gaining popularity in the media and among some brands. The site was recently named to Time Magazines Top 50 websites of 2011, alongside Google+, Klout, Quora, and Storify, in the social media category.

Although personalities such as Kim Kardashian and Lady Gaga dont appear to have a presence on Pinterest (there is currently a waiting list), Paula Deen does have one, with more than 25,000 followers, 20 bulletin boards (e.g., Game-day Party Pleasers, Paulas Picks, and Cupcake Cravings), and more than 440 pins.

Martha Stewart has more than 11,000 followers on Pinterest, while the department store Nordstom has roughly 6,000 followers.

32012 MarketingProfs LLC All rights reserved.

Whats Driving Pinterests Amazing Growth by Lenna Garibian, MarketingProfs

Pinterestis arguably the hottest social media site on the Internetuser traffic to the online social catalog has skyrock-eted since mid-2011but the website also boasts strong audience engagement, retention, and virality among its core demographic,according to a report by RJMetrics.

The following are some of the key findings of the analysis of the data collected by RJMetrics:

Pinterest is retaining and engaging its users 2-3 times more efficiently, on average, than Twitter was at a similar time in its life cycle.

Pins link to a huge array of websites. For example, Etsy is the most popular source of pin content, but it accounts for only 3% of pins.

80% of pins are re-pins, attesting to the viral nature of the Pinterest community. By contrast, at a similar point in Twitters life cycle, roughly 1.4% of all tweets were re-tweets, according to a 2009 study by HubSpot.

The quality of the typical new Pinterest user (quality is defined by a users level of engagement and likeli-hood to remain active) is high, albeit declining. Users who have joined Pinterest in recent months are 2-3 times less active during their first month than users who joined before them.

Below, detailed findings from the RJMetrics report titled Pinterest Data Analysis: An Inside Look.

Pins Connect to a Vast Array of Web SourcesOn Pinterest, every pin (or linked image) ties back to an external link. Among a sample of roughly 1 million pins, more than 100,000 distinct source domains were found.

Among those 100,000 domains, the following chart shows the top 20 sources. The most popular domain was Etsy, which powered just over 3% of pins. Google was a close second,

though almost all Google links point to Google Image Search, which is technically misattributed content from other domains, RJMetrics points out.

Flickr (2.5%), Tumblr (1.1%), and weheartit (1.0%) round out the top 5, after which no domain accounts for more than 1% of pins.

The Viral Nature of Re-PinsThe analysis also broke out the population of pins by how those pins were posted to Pinterest. Remarkably, over 80% of pins are re-pins, demonstrating the impressive level of virality at work in the Pinterest community.

42012 MarketingProfs LLC All rights reserved.

Whats Driving Pinterests Amazing Growth

By contrast, a study conducted by HubSpot at a similar point in Twitters history found roughly 1.4% of tweets were retweets.

Surprisingly, a relatively low proportion of pins originate from pinmarklet, a browser bookmarklet that allows users to pin content from any website via one click.

User Engagement: Cohort AnalysisCohort Analysis is a tool that allows marketers to study different groups of users at identical points in time in their lifecycles, regardless of when they actually joined the site.

In the following chart, each line represents a cohort, or a segment of users who made their first pin in a specific month. For example, the June 2011 cohort consists of users who made their first pin in June 2011. The line itself shows the average cumulative pins made per cohort member. So, the Month 1 data-point for the June 2011 cohort shows us how many items were pinned in June 2011 among users who joined in June 2011. The Month 2 data-point on that same line shows how many pins were made by the typical user in that cohort by the end of July 2011, and so forth.

Among most companies, even highly successful ones, similar cohort analyses show lines that steadily decay toward a more horizontal slope over time, RJMetrics points out. The effect occurs because there is some natural attrition, causing the incremental engagement of the typical user to drop off.

But that doesnt appear to be the case with Pinterest. Instead, the lines show little to no decay. Their slopes remain consistent, indicating a net attrition rate of close to 0%.

Why no decay in engagement? The reason, according to the study, is possibly one of two factors: (1) no one who starts using Pinterest ever stops; or, more likely (2) users who continue to use Pinterest become so much more engaged over time that their activities fully make up for those users who quit the site.

To explore the issue further, RJMetrics broke out the data on a weekly basis for the eight weeks ended December 18, 2011. The analysis found that between 40% and 60% of unique users were still actively returning back to the site to pin again in each of the first eight weeks of their life cycle. Although that may seem like a steep drop-off, the results are exceptionally strong, particularly for a consumer Internet business, RJMetrics notes.

52012 MarketingProfs LLC All rights reserved.

Whats Driving Pinterests Amazing Growth

By contrast, when Twitter was at a similar point in its life cycle (late 2009), Twitters decay rate was twice that of Pinterest, with user activity (measured by tweets) rapidly plummeting to roughly 20% before stabilizing, according to a 2009 analysis of Twitter b