pinterest: tapping into customer intent
TRANSCRIPT
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pinterest Insights: Tapping Into Consumer Intent Carmen Sutter & Kevin Knight| Adobe & Pinterest
#AdobeSummit
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Kevin Knight Head of Agency & Brand Strategy, Pinterest @kevinjknight
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Carmen Sutter Product Manager, Adobe Social @c_sutter
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Pinterest is a visual discovery tool that helps people find ideas for all their projects and interests
Pinterest helps with questions
where the answers may differ from person to person
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Travel destinations
represent an opportunity much bigger than search These personal questions
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GENERAL SPECIFIC “Maybe I need a vacation”
“A beach sounds nice”
“Thailand has great beaches”
“This June I’m going to Phuket”
Search engines
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People use Pinterest to…
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Find Pins in feeds, through search and on boards
Collect Pins on boards with the Pin It button
Try, buy or learn more from your Pins
Discover Save Do
Here’s How It Works
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They organize Pins on boards
Recipes to try
They discover Pins through feeds 1 2 3
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People Pin your content from Pinterest or the web
Click back to your site
Finding ideas and bringing them to life The Pinner Journey
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Discover
I Know What I Want
Just Looking
Maybe I Could
Narrowing it Down
Do
Finding ideas and bringing them to life The Pinner Journey
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Discover Do
I Know What I Want
Purchase
Just Looking
Awareness
Maybe I Could
Consideration
Narrowing it Down
Preference
Who’s on Pinterest?
13 Source: *comScore (September 2014, desktop and mobile, U.S. users); **Internal data
of women in the U.S. are on Pinterest*
40% of usage is on a mobile
device**
75% monthly users in
the U.S.*
70M+ of Millennials
are on Pinterest**
1/3
Businesses are at the heart of Pinterest
2/3 of what people Pin comes from businesses. People on Pinterest need businesses to make their ideas a reality.
Source: Internal data 18 Confidential
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“So many wonderful decorating ideas, crafts and foods. It is like all of my favorite magazines in one place!”
Jolene, age 24
People can have lots of different interests
• 3 econometric studies
• +100K Pins
• Billions of impressions
• Dozens of subjective and objective factors
• Vertical-level analysis
What makes a Pin successful?
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• Detailed descriptions
• Step-by-step instructions and how-tos
• Lists
• Text overlays
• Tasteful branding
• Colors and settings that convey your brand
How to make Pins more helpful
Use vertical Pins
Don’t use amateur or user-generated content
Make sure your Pins don’t look like banner ads – avoid borders and blocks of logos or distracting text
Don’t use hashtags
Don’t overdo the in-description branding
A few more tactical things…
Confidential 38
A visual bookmarking tool, not a photo-sharing site or social network
About self-discovery, not self-promotion
For everyone’s inner creative, not only for “creatives,” artists and makers
For all your interests, not just for weddings or crafts
Enriching, not just for killing time
Curated by people, not computed by algorithms
About your future, not your past
Pinterest is…
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