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Originally presented at NCTech4Good conference, June 2012.
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PinterestNot just another social media channel
Monday, May 7, 12
@ConfluenceCorp
• Good morning – I’m Karin Tracy.
• VP of Creative Services for Confluence
• Over 90% of our clients are nonprofits, member organizations and foundations.
Who Am I?
Monday, May 7, 12
@ConfluenceCorp
We are hard-wired to respond to visual stimuli
Monday, May 7, 12
@ConfluenceCorp
So, what is Pinterest?
Monday, May 7, 12
@ConfluenceCorp
Pinterest is...
• a visual bulletin board
• a shared and collaborative bookmark repository
• a community building tool
• a source of traffic for your website
Monday, May 7, 12
@ConfluenceCorp
A members-only site
• All users must request an invitation
• Fret not! Users receive invitations within a day or two
• Once invited, you can create an account with email address and password or log in using either Facebook or Twitter
Monday, May 7, 12
@ConfluenceCorp
Explosive User Growth!
• May 2011: 418,000 users
• July 2011: 1,030,000 users
• September 2011: 2,023,000 users
• November 2011: 4,855,000 users
• January 2012: 11,716,000 users – 2,802% growth in 8 months!The fastest standalone site in history to cross the 10 million mark
Source: Mashable/ComscoreMonday, May 7, 12
@ConfluenceCorp
Who is the average Pinterest user?
20%
80%
Female Male
Source: Experian Hitwise December 2011Monday, May 7, 12
@ConfluenceCorp
And, age range?
2%5%
16%
25% 30%
17%
5%
0-17 18-24 25-34 35-44 45-54 55-64 65 and older
Source: Experian Hitwise December 2011Monday, May 7, 12
@ConfluenceCorp
Annual Household IncomeSource: Experian Hitwise December 2011
5%
16%
26%31%
17%
5%
$0-$25k $25-50k $50-$75k $75-$100k $100-$150k $150k or more
Monday, May 7, 12
@ConfluenceCorp
Duration/engagementminutes per month
Source: JeffBullas.com March 2012
0%3%3%
14%
14%
65%
Facebook Pinterest Tumblr Twitter LinkedIn Google+
89405
Monday, May 7, 12
@ConfluenceCorp
“Do you trust the information and advice you get from...”
• BLOGS: Yes – 81%
• PINTEREST: Yes – 81%
• TWITTER: Yes – 73%
• FACEBOOK: Yes – 67%
Source: BlogHer/SocialMediaToday March 2012Monday, May 7, 12
@ConfluenceCorp
So what does that mean?
• Women account for 85% of all consumer purchases
• Represent a $2.4 trillion market
• Donations and gifts to charities and nonprofits are made more often by women
• Pinterest is a trusted source of information and advice for women
• Users are spending more time on Pinterest than any other social network besides Facebook
Monday, May 7, 12
@ConfluenceCorp
Let’s dive in!
Monday, May 7, 12
@ConfluenceCorp
Dashboard• View by
– Everything– Videos– Popular– Gifts
•Gray banner with price is automatically added if you enter the cost
•Friends to follow– Auto suggested
•Recent Activity– Shows new followers, repins and likes
Monday, May 7, 12
@ConfluenceCorp
Boards and Pins
• Boards are categories (category names are freeform – not a set list)
• Pins are individual photos or videos that are assigned to a board
Monday, May 7, 12
@ConfluenceCorp
Boards
Monday, May 7, 12
@ConfluenceCorp
Pin
• A pin is one image or video
• Clicking on the image or video opens a new browser window and redirects the user to the referring website
• The pug picture was pinned from CuteOverload.com and a click takes user to that page on CuteOverload.com
Monday, May 7, 12
@ConfluenceCorp
3 Ways to Pin
• Upload a photo from your computer
• Add Pinmarklet to your browser and pin from any webpage. If there are multiple pictures on a webpage, you will be prompted to choose one for Pinterest
• Use the Pin it sharing button on participating sites
Monday, May 7, 12
@ConfluenceCorp
Keywords and Prices
• When you pin a photo/video, choose descriptive keywords in the text area
• If you are pinning an item with a cost associated (product, donation level, registration) include the cost in the description
• Pins with cost banners automatically appear on dashboards AND within the Gifts menu
Monday, May 7, 12
@ConfluenceCorp
Repinning & Liking
• Other users repin pins of interest
• Repins are immediately loaded onto followers landing page AND the Pinterest home page
• Likes are saved to the users profile but are not loaded onto pages as described above
Monday, May 7, 12
@ConfluenceCorp
Nonprofits on Pinterest
Monday, May 7, 12
@ConfluenceCorp
Amnesty International
Monday, May 7, 12
@ConfluenceCorp
Amnesty International
• Amnesty International has 14 boards with 176 pins
• This board, Facts, has 5805 followers on only 22 pins
Monday, May 7, 12
@ConfluenceCorp
Amnesty International
• Fair Trade board offers prices and direct links back to Amnesty International’s Fair Trade shop
• Note hashtag – #fairtrade – in the board description
Monday, May 7, 12
@ConfluenceCorp
NRDC Save BioGems
Monday, May 7, 12
@ConfluenceCorp
NRDC Save BioGems
• National World Penguin Day board has only 8 pins, but is followed by 1,877 users
• Have fun with your boards – even a serious topic like conservation can be presented in a friendly and engaging manner
Monday, May 7, 12
@ConfluenceCorp
Unicef
Monday, May 7, 12
@ConfluenceCorp
Unicef
• Unicef TV board has 75 pinned video reports from Unicef campaigns and efforts around the world
• 6,116 followers
Monday, May 7, 12
@ConfluenceCorp
AARP
Monday, May 7, 12
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AARP
• AARP’s core audience does not fit into the main Pinterest userbase
• However, they have 686 followers of the main account
• And the Quotes to Live By board has 1671 followers
Monday, May 7, 12
@ConfluenceCorp
PETA
Monday, May 7, 12
@ConfluenceCorp
PETA
• You can allow other Pinterest users to post to your boards. Encourage collaboration amongst your staff
• The Vegan Products board allows PETA to drive traffic to companies and supporters of their mission
Monday, May 7, 12
@ConfluenceCorp
Ideas for Nonprofits
Monday, May 7, 12
@ConfluenceCorp
Environmental Organization
• Recycling or reuse projects in your city or community
• Parks and local green areas
• Outdoor activities for people of all ages
• Endangered species
• Community cleanups
• Earth Day
• Gardening, responsible watering, plants, community tree plant-a-thons
• DIY green – rain barrels, composting, small solar projects
Monday, May 7, 12
@ConfluenceCorp
Animal Shelter/Rescue
• Adoptable pets
• Rescue success stories
• Topical news about animals
• Donate now
• Wishlist
• Sponsors/supporters
• Quality pet food, pet products, toys
• Animal events occurring within the community
• Pet food recipes/treats
• Funny animal pics/videos
Monday, May 7, 12
@ConfluenceCorp
School*
• Student projects
• Art from art class
• Video of different teachers – thirty seconds each
• Activities for kids/pre-teens/teens to download
• Amazon wishlist
• Favorite books by grade/year
• Musical instruments offered by band department
• Classroom decorating ideas/contest
• Curricula/syllabi
*Be aware of your school’s regulations about including children's recognizable faces
Monday, May 7, 12
@ConfluenceCorp
Women’s Organization
• Influential women in history
• Women in politics or positions of prominence
• Local ‘Superwomen’ – collaborative community board
• Mom of the Year
• Local girl or young women’s groups/events
• Issues around discrimination in the workplace
• Women’s health
• Reproductive rights (if applicable)
• Mothering-related (if applicable)
• Healthy diet and lifestyle
Monday, May 7, 12
@ConfluenceCorp
Hospital/Health-Related
• Medical research stories related to your mission/area of expertise
• Wishlist, toys, cheer items
• Infographics about specific health issues
• Healthy lifestyle - exercise, balanced meals, stress reducers
• Positive images/video of healthy people who have benefitted from your service or care
• Fundraising
Monday, May 7, 12
@ConfluenceCorp
Veteran’s Organization
• Soldiers returning from overseas or active duty
• Armed Services historical photos
• Military awards and medals
• Uniforms from different branches
• Working animals in the military
• Important events or dates in military history
• Family support
• Acclimating to civilian life or return to the States
• Medical/mental information specific to vets
Monday, May 7, 12
@ConfluenceCorp
Member Organization
• Member pictures/stories
• Brag board for ‘above-and-beyond’ member accomplishment
• Images/videos related to organization’s mission
• Toolkits – resources, apps, websites relevant to your members
• Upcoming events
• How-to videos
• Benefits offered to members
• Bookstore, swag, ongoing education/certification
Monday, May 7, 12
@ConfluenceCorp
5 Reasons to Join
Monday, May 7, 12
@ConfluenceCorp
Reason #1 - Huge Community
• Pinterest is a rapidly growing community, composed of users who are hungry for a different kind of social media experience
Monday, May 7, 12
@ConfluenceCorp
Reason #2 - Engaged Audience
• Pinterest has an engaged audience that closely matches the target audience for many nonprofits
Monday, May 7, 12
@ConfluenceCorp
Reason #3 - Gifts
• The Gifts section is widely visited and provides exposure for your nonprofit fundraising efforts
Monday, May 7, 12
@ConfluenceCorp
Reason #4 - Analytics
• You can easily track referral traffic through Google Analyticsand ShareThis/AddThis
• See which images from your site have been pinned by going to: http://pinterest.com/source/yourdomain.org/
• Use third-party tools like Pinreach.com (analytics only), Pinerly.com (analytics, pin scheduler, management tool)
Monday, May 7, 12
@ConfluenceCorp
Reason #5 - Referral Traffic
• Pins back to your website count as referring traffic / incoming links and can help improve your search engine ranking
• Pinterest generates more referral traffic to websites than YouTube, Google+ and LinkedIn COMBINED
Source: JeffBullas.com/ShareaholicMonday, May 7, 12
@ConfluenceCorp
Questions? Comments?
Monday, May 7, 12
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