1. SAL FAMA, BRIDGET JOHANSON, SEONGJUN PARK, JENNIFER
PEZZOLANTI, WAI SHAN, BRANDON YIP
2. AGENDA
• About Pinterest
• How You Use It
• Pinterest Users
• SWOT Analysis
• Monetization Strategy
• Marketing Risks/Failures
• How To Improve Campaigns
3. ABOUT PINTEREST
Ben Silbermann, Evan Sharp and Paul Sciarra
Co-founded Pinterest in March 2010
Lets users share and collect images on digital pinboards
Found its most passionate users among the Midwestern scrapbooking set
Mostly female group who have turned to it to plan weddings, save recipes, and post ideas for kitchen renovations
"Pinned"- prompts followers to click on product pictures to learn more
4. “We'd been flipping through design magazines, cutting pictures
and pinning them to the wall.”
6. HOW DO YOU USE IT?
Pins? Pins are ideas people find and save from around the web. Each Pin links back
to the website it was saved from. Can learn how to make it or where to buy.
The Save
button
Saves your ideas and Pins! Can save pins to your boards by clicking on the red
Save button.
Bring your
ideas to life
Explore new ideas by searching for Pins, people, or boards. When you see a
Pin that you like, try it! Share how it went by adding a photo or note.
Send Pins to
other people
Can easily share ideas with friends, such as through their messaging option.
7. YOUR PROFILE
You can find all the Pins you save, boards you create, and Pins
you try
Find who’s following you and everyone you’re following, including
boards and topics
Anyone can see your profile, but your secret boards will stay
hidden
When you create an account, they’ll make a username for you
Personalize your profile by updating your username, adding a
photo and creating a bio
9. PINTEREST USERS
● Total 175 million active users
monthly
● 81% of total users are females
(female dominated social media
tool)
○ Great tool for marketing
products that females would
like
○ E.g. Food-related products,
clothing, and beauty supplies
● Median age of total users is 40, but
majority of active pinners are below
40
● 60% of total users are from U.S.
10. WHAT PEOPLE EXPECT FROM PINTEREST
Two-thirds of pins represent brands and products
2nd popular advertising source of all social media
Food and Technology are top 2 popular categories for male users
3 popular pin categories- Food & Drink, DIY & Decor, and Fashion
Majority of people use Pinterest as a source of inspiration or useful information for their
interests Top
11. SWOT ANALYSIS
• Copycat sites such as
Gentlemint.com, the
“Pinterest for Men”
• Some pins are scams
and spam
• Threatens its
reputation and
credibility
• Considered a site
for women
•Lack of interaction
with other users,
unlike other social
media sites
• A free platform for
businesses and users
• The trend of sharing
economy
• Increase Pinterest
exposure on other
social media sites
• New ways to shop-
Buyable Pins
•Wide range of users
•Wide variety of
interests
•The power of visual
content
•Ease of learn and use
Strength
Opportunit
y
ThreatsWeakness
12. MONETIZATION STRATEGY
●“Synergy” between advertisers and users. Organically
repinned over and over
●Historically never charged advertisers to post, enticing
many investors and companies to the site
Promoted pin is the main revenue driver
Unorthodox method is extremely attractive to investors, they’ve raised
$1.3 billion in investments, and were most recently valued at $11 billion
Generated $300 mil of promoted pins in 2015
14. MARKETING BENEFITS
● Top industries include fashion,
home and garden, furniture, and
food
○ Other industries such as
technology are quickly rising
● Top brands are Etsy, The
Container Store, Whole Foods,
and Birchbox
● Certain companies pin for a
cause, such as Lindt Chocolate
15. MARKETING RISKS
Primarily Female
Users
○Huge
demographic
that isn’t being
exposed to
marketing
campaigns
●Promotions needs
to be image-based
○Marketing
campaigns
can’t use
words since
application is
based on
images
○Can lead to
copyright & legal
issues
Competition
○Competitors
can see your
products and
services
Easier to copy
●Aesthetic of
Pinterest Application
○Doesn’t have
advertisements
on the side of
the page
●Have to
advertise
through Pins
16. MARKETING FAILURES
● Photos of products used were low quality
● Needed to make customers more engaged in making a purchase
● Created Pinterest profile and began various boards
● Abandoned using the application
○ Ignored users and left them confused
17. HOW TO IMPROVE CAMPAIGNS
●Making
sure
products or
services look
professional
and high-
●Learn from
what has and
what hasn’t
worked
●Marketing
campaigns
need to be
user-
friendly,
interactive
and
engaging
●Put time
and effort
into the
platform so
customers
think the
company
cares about
their
purchase or
Seongjun
Women are more socially inclined than men.
men generally view social media as a tool — a means to gain information or access entertainment — while women more often use it to interact with others and build a community online.
Seongjun
1.7 billions of recipe pins and 14 millon articles about DIY and fashion
Product pins 7x more purchase intent from users
Pins with prices get 36% more likes than those without
87% of pinners have purchased a product through Pinterest
Waishan Simply, visual content reaches an individual’s brain in a safer and more understandable textual information. Our brain is hardwired to recognize and make sense of visual information more efficiently.
Sal
People on Pinterest ACTUALLY want to buy stuff, unlike other socials, they’re here to see what they can buy, and then create.
Eclipsed 150+ million users in October 2016
PROMOTED PINS; paid for buy a company and looks like an organic pin, but is shown to more users.
Brandon
Brandon
both highlighting crafters and providing ideas for Pinterest users
