Vortrag von Jan Honsel und Jana Würfel auf der AllFacebook Marketing Conference 2016 in München. Mehr Informationen: http://conference.allfacebook.de/

1. Confidential
The Future is now!
Tap into future user intent with Pinterest
March 2016

2. Agenda
2
WHAT IS PINTEREST?
WHAT’S IMPORTANT?
WHAT’S NEXT?
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3. Agenda
3
WHAT IS PINTEREST?
WHAT’S IMPORTANT?
WHAT’S NEXT?
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4. Pinterest is not a social network

5. 5
Source: Millennials & Digital Experiences | Fall 2104
Connection
• Social Networking
• Photo Sharing
Expression
• Humor
• Educational
• Discover
Action
• Search
• Shopping
Why do we use ___?

6. 69%
131%
154%
123%
213%
Define Pinterest in relation to other digital experiences
People on Pinterest are discovering and doing
6
-5%
-25%
Connection
Expression
Action
Humor
Educational
Discovery
Social
Photosharing
Search
Shopping
Source: Millennials & Digital Experiences | Fall 2014
Scores represent Pinterest Indexed to the overall Social Category Average

7. 7
Pinterest is a visual search,
discovery and bookmarking
tool!
Pinterest helps people
discover things they
love, and inspires them
to do those things
in life.

8. How to get to our venue?
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9. Imagine you search for travel inspiration…
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10. Here’s your travel inspiration on Pinterest
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11. 11

12. Personal questions for discovery represent
an opportunity much bigger than search
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GENERAL SPECIFIC
“I think I need
some vaca1on”
“Sunny beaches or
scenic mountains?”
“Spain, Florida,
Greece or
Thailand? ”
“I am going to
Phuket this year”
Specific search General
Discover Decide

13. Pinner Journey matches the marketing funnel!
Discover Do
Just looking Maybe I could Narrowing it down I know what I want
Awareness Considera9on Preference Purchase
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14. Confidential
Discover
Inspiring Pins in Feeds,
Search & Boards
Do
Things like click on
Pins to buy, try or
learn more
Save
Pins into collections
called Boards

15. shows you what people did
shows you what people want right now
shows you what people want in the future
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Pinterest is about future intent
Source: h:p://www.forbes.com/sites/jeAercovici/2014/10/15/inside-pinterest-the-coming-ad-colossus-that-could-dwarf-twi:er-and-facebook/#4783d333d2d9

16. 50 billion Pins
1 billion boards
organized by people into more than
Source: Internal dataConfidential

17. of users are
outside the US**
>45%
of usage is on a
mobile device**
80%
Who’s on Pinterest?
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monthly users*
>100M
Annual international
growth**
>150%
Source: *comScore (September 2015, desktop and mobile, U.S. users); **Internal data

18. Strongest Pinterest categories
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Fashion
Home Decor
Food
Beauty
Travel
Parenting
DIY
50M Repins
40M Repins
65M Repins
25M Repins
13M Repins
10M Repins
60M Repins
EACH MONTH:
Source: Internal data, comScore, Nielsen Adplan, Piquora

19. From Pinterest
Here’s how it works
19
From the web
People Pin
your content
1 They organize
Pins on boards
2 They discover
Pins through feeds
3
They click back to your site
4
Recipes to try

20. Pinning
happens from
publishers,
shops and
brands
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1.

21. 21
Pinterest connects users with brands not “friends”

22. Half-life of a pin
is much longer
2.
Source: Why the half-life of a Pinterest pin is
thousands of times longer than a tweet or Facebook
post. Venture Beat, 6-17-13
Tweet is a matter of minutes
Post is a few hours
Pin is lasting
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23. 23
... H-75 ... H-45 ... Halloween H+1ff.
Start of user interaction on Pinterest, Search, Social
Pinterest
Inspiration, Planning
Search
Search, Get things
Social
Show-off preparation, Share your moments

24. 3.
Pinterest is
inherently viral
Each pin is repinned on average 11 times
The average
Pin is
repinned
11x
Running
Makinde Adeagbo
Health & fitness
Lauren Michaels
Bucket list
Kevin Knight
Marathons
Shahrnaz ShiSeh
A beTer me
Sadia La9fi
Read this
Tracy Chou
Resolu9ons
Ben Chiaramonte
My first marathon
Greg Hoy
Adventures
Yuka Yamaguchi
Training
Tiffani Jones Brown
When I’m 40
Gabe Trionfi
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25. We drive
traffic and sales
back to
content, brand &
commerce sites
4.
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26. 26
Pinterest is about discovery
% of Pinners have used Pinterest to research
and gather information1
96
Source: Millward Brown 2015
Pinning is about purchase
decisions
% of Pinners use Pinterest to plan purchases1
93
% have purchased something because of Pinterest1
87
Pinterest is about (purchase) intent

27. Agenda
27
WHAT IS PINTEREST?
WHAT’S IMPORTANT?
WHAT’S NEXT?
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2
3
2

28. Confidential
A Best Case:
MAGGI Kochstudio
Confidential

29. Confidential
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Profile & pinning strategy

30. Confidential
Rich Pin information
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“Pinnability” of their digital properties
Pin it Button across devices

31. Confidential
MAGGI promoted their profile
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On their website… …in their newsletters… …and on social channels.

32. Confidential
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ROI: a times 16 growth in branded impressions
≈1,500 % increase* of
monthly impressions
≈1,000 % increase* of
monthly repins
≈1,000 % increase*
of monthly clicks
*First 6 months since start of core coop end of 2014

33. 33
Want to take it
one step further?

36. Pin is more helpful

37. Make your Pins more helpful
Text overlays
Listicals
Step-by-step

38. Confidential
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Use Pinterest to endorse your content

39. Confidential
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…or your products

40. Top Pins pulled via API

41. Confiden
tial

42. Agenda
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WHAT IS PINTEREST?
WHAT’S IMPORTANT?
WHAT’S NEXT?
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2
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3

43. Pins by recency
Sort Options
Select Keyword

45. 45

46. 46
Contain content that’s
welcome and useful
Increase reach to
relevant audiences
A natural part of the
experience
look just like regular Pins,
but are amplified through
targeted placement
Promoted Pins

47. Various Promoted Pin formats
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Standard Pins
Bring your existing
content to Pinterest
Rich Pins
Add extra details to your Pins to
make them more useful
Cinematic Pins
A made-for-mobile motion
format

48. Recently launched: Pinterest „Buy-Button“

49. Pinterest API Case:
Topshop
Pinterest Palettes
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52. Summing it up
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53. 53
Have a site with visual content
Start pinning on a business profile
Install the Pin it Button
Advertise your profile + activate your audience!
In a nutshell Pinterest is for you, if you …

54. Jan Honsel, Country Manager DACH, jan.honsel@pinterest.com
Jana Würfel, Partner Manager DACH, jana.wuerfel@pinterest.com
54