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Noah Mallin - Piquing Marketers' P-Interests

Noah Mallin - Piquing Marketers' P-Interests

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Digitas' Noah Mallin, VP/Group Director of Social Marketing, explains what marketers need to know about Pinterest.
Digitas' Noah Mallin, VP/Group Director of Social Marketing, explains what marketers need to know about Pinterest.

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Published by: DigitasLBiPerspectives on Feb 21, 2012
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07/17/2012

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DIGITAS PERSPECTIVE
February
 
2012
 
Piquing Marketers’ P-Interests
Pinterest Emerges as the Hot New Social Network
 
 What is it?
 
describes
 
itself 
 
as
 
a
 
place
 
that
 
“lets
 
you
 
organize
 
and
 
share
 
all
 
the
 
beautiful
 
things
 
you
 
find
 
on
 
the
 
web.
 
People
 
use
 
pinboards
 
to
 
plan
 
their
 
weddings,
 
decorate
 
their
 
homes,
 
and
 
organize
 
their
 
favorite
 
recipes.
 
Best
 
of 
 
all,
 
you
 
can
 
browse
 
pinboards
 
created
 
by
 
other
 
people.
 
Browsing
 
pinboards
 
is
 
a
 
fun
 
way
 
to
 
discover
 
new
 
things
 
and
 
get
 
inspiration
 
from
 
people
 
who
 
share
 
your
 
interests.”
 
This
 
is
 
a
 
highly
 
visual,
 
invitation
only
 
(through
 
a
 
current
 
user
 
or
 
through
 
the
 
Pinterest
 
site)
 
network
 
that
 
resembles
 
other
 
content
 
curation
 
sites
 
like
 
Tumblr,
 
Digg
 
and
 
even
 
apps
 
like
 
Flipboard
 
and
 
Instagram
 
(although
 
Instagram
 
puts
 
the
 
emphasis
 
on
 
content
 
creation
 
rather
 
than
 
curation).
 
Users
 
can
 
“pin”
 
content
 
(primarily
 
images)
 
to
 
thematic
 
“boards”
 
either
 
based
 
on
 
Pinterest’s
 
suggested
 
topics
 
or
 
their
 
own
 
whims.
 
Like
 
Digg
 
and
 
Delicious,
 
Pinterest
 
can
 
be
 
integrated
 
into
 
the
 
browser
 
with
 
a
 
“Pin
 
This”
 
button
 
or
 
a
 
“Bookmarklet”
 
to
 
allow
 
for
 
easy
 
content
 
pinning
 
while
 
browsing.
 
Users
 
can
 
also
 
“re
pin”
 
content
 
from
 
people
 
they
 
follow,
 
or
 
from
 
pre
set
 
category
 
streams
 
(see
 
below)
 
that
 
Pinterest
 
has
 
identified.
 
There
 
is
 
no
 
advertising
 
on
 
Pinterest
 
and
 
the
 
company
 
is
 
currently
 
not
 
interested
 
in
 
working
 
directly
 
with
 
marketers
 
as
 
they
 
are
 
focused
 
on
 
the
 
user
 
experience
 
exclusively
 
and
 
see
 
the
 
site
 
as
 
still
 
being
 
in
 
beta.
 
 
 
DIGITAS PERSPECTIVE
February
 
2012
 
However,
 
Digitas
 
continues
 
to
 
be
 
in
 
close
 
contact
 
with
 
Pinterest
 
and
 
will
 
keep
 
clients
 
up
 
to
 
date
 
as
 
the
 
platform
 
evolves.
 
Pinterest
 
also
 
has
 
a
 
mobile
 
app
 
but
 
the
 
optimal
 
user
 
experience
 
currently
 
is
 
on
 
the
 
desktop,
 
as
 
mobile
 
has
 
no
 
equivalent
 
to
 
the
 
“Pin
 
This”
 
button
 
and
 
is
 
not
 
tablet
 
optimized.
 
 Why Do Marketers Need To Know About Pinterest?
Should
 
marketers
 
reciprocate
 
the
 
lack
 
of 
 
interest
 
the
 
platform
 
has
 
shown
 
them?
 
Not
 
necessarily.
 
Twitter
 
and
 
Facebook
 
also
 
launched
 
without
 
any
 
developed
 
outreach
 
to
 
marketers.
 
Marketers
 
do
 
need
 
to
 
tread
 
carefully
 
as
 
emerging
 
platforms
 
are
 
tricky
 
and
 
often
 
less
 
forgiving
 
of 
 
missteps.
 
Here
 
are
 
key
 
reasons
 
to
 
look
 
at
 
the
 
platform:
 
 
Rapid
 
Growth
 
 –
 
Pinterest
 
is
 
growing
 
incredibly
 
quickly.
 
Unique
 
visitors
 
increased
 
429%
 
from
 
September
 
’11
 
 –
 
December
 
’11
 
according
 
to
 
Compete
 
and
 
Pinterest
 
has
 
said
 
that
 
daily
 
users
 
have
 
grown
 
145%
 
since
 
the
 
beginning
 
of 
 
2012,
 
bringing
 
it
 
into
 
the
 
Top
 
10
 
of 
 
Social
 
Networks.
 
Pinterest
 
is
 
the
 
fastest
 
site
 
to
 
reach
 
10
 
million
 
users
 
ever,
 
according
 
to
 
Compete.
 
 
Traffic
 
Referral
 
 –
 
Pinterest
 
is
 
already
 
becoming
 
a
 
key
 
traffic
 
driver
 
for
 
certain
 
brands,
 
though
 
still
 
eclipsed
 
by
 
Facebook
 
and
 
search
 
traffic.
 
There
 
have
 
been
 
claims
 
that
 
Pinterest
 
is
 
nearly
 
as
 
big
 
a
 
referrer
 
as
 
Twitter
 
but
 
many
 
sites
 
have
 
a
 
very
 
difficult
 
time
 
attributing
 
traffic
 
to
 
both
 
Twitter
 
and
 
Facebook,
 
so
 
this
 
may
 
not
 
reflect
 
a
 
true
 
picture.
 
 
User
 
Friendly
 
 –
 
Pinterest’s
 
intuitive
 
user
 
interface
 
and
 
clean
 
design
 
allow
 
for
 
a
 
quick
 
learning
 
curve,
 
making
 
it
 
as
 
easy
 
to
 
consume
 
content
 
as
 
it
 
is
 
to
 
create.
 
 Why Might Marketers Want To Wait and See or Take a Pass Altogether?
1.
 
Pinterest
 
thrives
 
on
 
content
 
 –
 
the
 
brands
 
that
 
have
 
done
 
well
 
there
 
are
 
able
 
to
 
generate
 
dozens
 
of 
 
new
 
and
 
compelling
 
images
 
weekly.
 
If 
 
you
 
do
 
not
 
have
 
a
 
source
 
for
 
this
 
content
 
(such
 
as
 
quarterly
 
catalogs
 
or
 
other
 
in
house
 
publications
 
or
 
a
 
rich
 
and
 
constantly
 
refreshed
 
website),
 
Pinterest
 
is
 
not
 
for
 
your
 
brand.
 
2.
 
Brands
 
with
 
limited
 
resources
 
should
 
ask
 
whether
 
this
 
channel
 
is
 
flexible
 
enough
 
to
 
warrant
 
time
 
and
 
attention
 
compared
 
to
 
channels
 
with
 
bigger
 
and
 
broader
 
scale
 
such
 
as
 
Facebook,
 
Twitter
 
and
 
YouTube.
 
3.
 
Pinterest
 
has
 
very
 
limited
 
functionality
 
and
 
does
 
not
 
include
 
distinct
 
brand
 
channels
 
or
 
any
 
advertising
 
options.
 
4.
 
Outside
 
of 
 
travel,
 
fashion,
 
food
 
and
 
home
 
décor,
 
most
 
verticals
 
have
 
limited
 
ongoing
 
interest
 
among
 
Pinterest
 
users.
 
 
 
DIGITAS PERSPECTIVE
February
 
2012
 
 Who is Using Pinterest and Why?
As
 
the
 
earlier
 
quote
 
from
 
Pinterest
 
suggests,
 
there
 
are
 
two
 
main
 
types
 
of 
 
related
 
but
 
distinct
 
Pinterest
 
users:
 
1.
 
Vision
 
Boarders:
 
These
 
users
 
pin
 
stuff 
 
they
 
actually
 
aspire
 
to
 
own
 
or
 
make,
 
often
 
tied
 
to
 
life
 
events
 
such
 
as
 
weddings,
 
new
 
homes,
 
etc.
 
2.
 
Pin
esthetes:
 
These
 
users
 
pin
 
things
 
because
 
they
 
express
 
a
 
personal
 
esthetic
 
they
 
want
 
to
 
share
 
with
 
others
 
(i.e.
 
Most
 
Beautiful
 
Steampunk
 
Furniture,
 
Rivers
 
Seen
 
From
 
Space,
 
Things
 
That
 
Make
 
Me
 
Giggle)
 
but
 
they
 
aren’t
 
necessarily
 
thinking
 
of 
 
these
 
as
 
things
 
to
 
buy.
 
Non-Tech Elites
Perhaps
 
the
 
most
 
intriguing
 
nugget
 
about
 
Pintresters
 
is
 
that
 
they
 
are
 
not
 
typical
 
coastal
 
tech
 
geeks
 
 –
 
the
 
crowd
 
that
 
usually
 
anoints
 
the
 
next
 
hot
 
social
 
network.
 
Instead
 
according
 
to
 
ComScore,
 
the
 
typical
 
Pinterester
 
is
 
an
 
18
34
 
year
 
old
 
woman
 
from
 
the
 
Midwest.
 
Is Pinterest Making Money?
Pinterest
 
is
 
making
 
some
 
revenue
 
but
 
it’s
 
unknown
 
whether
 
this
 
is
 
offsetting
 
the
 
costs
 
of 
 
development,
 
servers
 
and
 
implementation
 
of 
 
the
 
site.
 
In
 
essence,
 
any
 
content
 
pinned
 
by
 
a
 
user
 
that
 
links
 
back
 
to
 
a
 
site
 
that
 
has
 
an
 
affiliate
 
program
 
in
 
place
 
is
 
detected
 
through
 
Pinterest’s
 
partnership
 
with
 
Skimlinks.
 
The
 
links
 
are
 
automatically
 
(and
 
invisibly
 
to
 
the
 
user)
 
augmented
 
with
 
a
 
tracking
 
code
 
that
 
allows
 
them
 
to
 
share
 
in
 
the
 
affiliate
 
revenue
 
that’s
 
generated
 
from
 
e
commerce
 
driven
 
by
 
that
 
link.
 
Pinterest
 
does
 
have
 
low
 
hanging
 
fruit
 
that
 
could
 
be
 
monetized,
 
namely
 
the
 
“Everyone”
 
tab
 
for
 
new
 
content
 
that
 
users
 
can
 
see
 
and
 
the
 
category
 
streams
 
that
 
Pinterest
 
has
 
set
 
up
 
around
 
different
 
topics.
 
It’s
 
easy
 
to
 
imagines
 
“promoted
 
pins”
 
being
 
used
 
in
 
either
 
space,
 
one
 
very
 
general
 
and
 
the
 
other
 
targeted
 
by
 
vertical.
 
Does Pinterest Have An API?
Pinterest
 
has
 
an
 
API
 
that
 
allows
 
access
 
to
 
authenticated
 
users’
 
profile
 
information,
 
pins
 
and
 
pinboards.
 
It
 
also
 
includes
 
a
 
number
 
of 
 
methods
 
to
 
create
 
boards,
 
pin,
 
repin
 
and
 
add
 
comments
 
to
 
pins.
 
These
 
API
 
endpoints
 
will
 
likely
 
be
 
integrated
 
into
 
social
 
media
 
management
 
tools
 
to
 
allow
 
community
 
managers
 
to
 
manage
 
their
 
social
 
presence
 
on
 
Pinterest
 
in
 
much
 
the
 
same
 
way
 
as
 
they
 
do
 
on
 
Twitter
 
or
 
Facebook.
 
Source:
 
Tech
 
Crunch
 

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