Diane harris social media research - 2012
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A Presenta*on from the NewMR “Social Media Research” Event
9 October, 2012
All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit newmr.org
Pinterest: Why You Should Be Interested! Diane Harris, D. M. Harris Associates
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Presented by Diane M. Harris D. M. Harris Associates
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* What is Pinterest?
* Why does Pinterest Captivate?
* Ways to more fully understand customers & brands * Secondary Research
* Custom Research
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
* “Pinterest is a God-send to Qualitative Researchers”
Matthew Carlson
Principal, experience strategy & designot Studio Inc., San Francisco
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* Sign up, no longer by invitation only * Decide who to follow (and who not to
follow) * Decide on what categories of boards
are important to you * Download a “Pin It” button * Start Pinning!
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* Favorite Places and Spaces
* For the Home
* Products I Love
* My Style
* Books Worth Reading
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* It’s free * It’s open to everyone, there are no
closed boards, yet. * You have to have text in the
comment box. * As long as you attribute the pin’s
original source, copyright shouldn’t be an issue.
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* 75% of cerebral cortex is wired for visual thinking
* Largest system in the human brain
* We think in pictures & metaphors
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
* Speaker: Diane Harris, D. M. Harris Associates
NewMR Social Media Research Event, 9 October 2012, Session 2
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Beauty Speaks
Beauty Invites
Beauty Nourishes
Beauty Comforts
Beauty Inspires
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* Pinterest has grown from 700K to almost 20M unique visitors in the last year
* About 1 in 4 consumers report that they are spending less time on other social media sites in favor of Pinterest.
* Females average 73% of users in the USA
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
* Source: Double Click
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* Pinterest is the 15th most popular website in the U.S. and nearly half of all Pinterest users are Americans.
* Pinterest is spreading around the world
* In the UK more male users than female
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
* Speaker: Diane Harris, D. M. Harris Associates
NewMR Social Media Research Event, 9 October 2012, Session 2
* Speaker: Diane Harris, D. M. Harris Associates
NewMR Social Media Research Event, 9 October 2012, Session 2
* Speaker: Diane Harris, D. M. Harris Associates
NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* Qualitative researchers are continually capturing story
* Pinterest helps you better understand the story by adding dimension and going deeper
* by Brand
* by Individual
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* Can help find brand loyalists
* Opportunity to follow a conversation
* Opportunity to engage a brand advocate in conversation
* Gain product feedback
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* Collages
* Use as fodder for photo ideas to choose from for paper collage
* Create online pin board individually
* Collaborative collage
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* Use Pinterest when researching:
* Brand imagery
* Ideal product for product development or strategic positioning
* Concept enrichment by understanding ethereal concepts, e.g. softness, sweet, relaxation, delicious, fun, fresh
* Show ideas or concepts?
* Learn what people really want; unmet needs
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* http://sat.collegeboard.org/home * http://www.actstudent.org/ * http://www.collegexpress.com/ * http://www.college-path.com/ * http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias
%3Dstripbooks&field-keywords=getting+into+college * http://www.gocollege.com/ * http://www.education.com/reference/article/apply-college-well-
student-athlete/ * http://blogs.edweek.org/edweek/college_bound/2012/07/
high_school_students_encouraged_to_dream_big_in_medical_fields.html * http://www.quintcareers.com/college_application_timeline.html * http://youngadults.about.com/od/finances/a/Commonmyth.htm
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* All the men participated fully
* All the no shows and non participants or partial participants were women
* Perhaps men were drawn to the technology aspect
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* “It added a creative element with the Pinterest...I had never used it before. I liked creating the board and it allowed me to express my creativity and explore options as to what may help.” * “I really liked all of the activities, especially
the Pinterest pictures activity, I found that it best helped me create ideas and figure out what would really help me during the college process.”
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* “The groups have been super! I really like the way Pinterest adds to the methodology.”
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* With Pinerly you are able to graphically measure:
* real-time click-throughs,
* likes and re-pins for "campaigns" created through Pinerly.
* These valuable metrics help you understand what works
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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* Visual beauty and organization drives the power of Pinterest
* Pinterest gives us a look into the ♥ of the respondent like nothing else
* We now have a treasure trove of visual on-line tools to help respondents communicate their mind and more importantly, their heart.
* We can share new ways for clients to engage consumers.
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
Ray Poynter VCU, Vision Critical
Diane Harris D.M. Harris Associates
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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Diane M. Harris D. M. Harris Associates
Butler, PA dmharris@zoominternet.net
Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2
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