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THE PINTERESTING REPORT
Common Sense Media
Camilla M. Dalisay
Summer 2015

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TABLE OF CONTENTS
 Pintroduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
 Where Are We Now
 Our basic numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
 List of current Pinterest boards and their number of pins
and followers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
 Baseline Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
 Understanding Our Pinterest Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
 Research on Pinterest and Proposed Application to Our Profile
 Pinterest Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
 How do Pins get discovered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
 How to Help Your Content to Be More Likely to Show Up in Pinterest
Searches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
 How to Boost Followers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
 How to Create the Most Engaging Content . . . . . . . . . . . . . . . . . . . . . 14
 How to Reach the Right Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
 Pinsight into Similar Organizations
 A Mighty Girl . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
 Amy Poehler’s Smart Girls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
 Pew Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
 References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

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PINTRODUCTION
Common SenseMedia is doing great as a whole. We are reaching out and expanding
our audiences, our content is fresh, and our team is growing. This is evident in the
supportweget fromour audiences on social media. We have an outstanding almost
112k followers on Facebook and 51.4k followers on Twitter! Although we are doing
an excellent job in gaining exposure for the company and providing available help
and guidance for parents on these two sites, there is one socialmedia platformwe
aren’t utilizing as well as we should be. Pinterest. On here, Common SenseMedia has
a following of 1,646. Though Pinterestisn’t among the top three social networking
sites, it is ranked as number four in the Top 15 most popular social networking sites.
Pinterest has a 250 million estimated monthly visitors, making it a powerfulplatform
to shareideas. According to the 2014 PinterestMedia Consumption Study by
Ahalogy, 79% of active female Pinterest users arefemale, and 36 % of daily active
Pinterest users havekids aged 17 years or younger living with them. The most
prominent Pinterest audience is moms. Common Sense Media’s target audience is
parents. That being said, I hope to revamp our Pinterest profile and increase our
number of followers in hopes of increasing traffic to our site, thereforemaking our
brand, resources and available help even more known and inviting to our audience.

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WHERE WE ARE NOW
 Our basic numbers (as of July 7, 2015)
 1,646 followers
 40 boards
 1036 pins
 Number of pins per posting session
TIME
PINNED
# OF
PINS
1 DAY 2
2 1
5 1
7 3
8 1
9 3
2 WEEKS 2
3 4
4 10
 List of current Pinterest boards and their number of pins and followers
(as of July 7, 2015)
BOARD # OF
PINS
# OF
FOLLOWERS
NOTES
ALCOHOL, DRUGS, AND SMOKING 25 1357
SEX, GENDER, AND BODY IMAGE 45 1372
READING AND BOOK RECOMMENDATIONS
FOR KIDS AND TEENS
69 1382
MARKETING TO KIDS 18 1366
SOCIAL MEDIA 24 1373
MOVIES IN THEATRES 1 1365 Onlyone post.Needtopinactual reviews.
COMMONSENSE SEAL 16 1376
LEARNING WITH TECHNOLOGY 27 1382
BEST FOR LEARNING 27 1391
VIOLENCE IN THE MEDIA 39 1363
PRIVACYAND INTERNET SAFETY 18 1384
SCREEN TIME TIPS 27 1387
BACK TO SCHOOL 138 1422
CYBERBULLYING 25 1408

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SPECIAL NEEDS AND LEARNING
DIFFICULTIES
34 1369
FAMILY MOVIENIGHT 22 1394
IN THE CLASSROOM 13 1436
DIGITAL CITIZENSHIP 111 34889 Sharedw/edutopiaandCommonSense Edu
GAMING FOR KIDS 30 1377
GREAT MOVIE RECOMMENDATIONS 22 1406
GREAT TV RECOMMENDATIONSFOR KIDS 9 1385
AND THE 2014 OSCAR NOMINEES ARE… 54 1367
THE CIVIL RIGHTS MOVEMENT AND
MARTIN LUTHER KING JR.
24 1376
HOLLIDAY MOVIECLASSICS FOR THE
WHOLE FAMILY TO ENJOY
16 1380
ADVICE FOR PARENTS 65 1441
NEW IN THE WORLD OF KIDS + MEDIA 11 1403
25 GREAT MEDIA PICKS FROM THE
EDITORS OF COMMONSENSE
27 1409
SUMMER FUNAND LEARNING! 41 1405
LOL 8 1395
HELP YOURKIDS GIVEBACK THIS HOLIDAY
SEASON
10 1387
OLYMPICMOVIES - GET IN THE SOCHI
SPIRIT!
14 1365
IN THE NEWS 15 1373
NATIONAL POETRY MONTH 25 1382
WHAT'SNEW ON NETFLIX IN MAY 31 1379
OUR ALL-TIME FAVORITE MOVIES 25 1386
MOBILE LEARNING 121 2051 Sharedw/Teacherson Pinterest&Remind
COMMONSENSE MEDIA KIDS ACTION 18 1366
SUPPORT CLASSROOM LEARNING AT
HOME
2 1370
MORE ABOUT COMMONSENSE 1 1369
BEST APPS FOR KIDS 3 1369
*boards with the highest number of followers are highlighted.

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 Baseline Analytics (as of 7/13/2015 at 10am)
 Profile: Our account profile (6/24 - 7/7)
 Avg. Daily Impressions: 1,045
 Avg. Daily Viewers: 592
 Avg. Daily Repins: 10
 Avg. Daily Repinners: 8
 Avg. Daily Clicks (to website fromPinterest): 4
 Avg. Daily Visitors: 3
 Audience: People who have seen at least one of our pins (6/24 - 7/7)
 Avg. Monthly Viewers: 176, 540
 Avg. Monthly Engaged: 3,382
 Country (based on country settings the Pinner chose)
COUNTRY # OF AUDIENCE
MEMBERS
UNITED
STATES
127216
CANADA 9731
UNITED
KINGDOM
6966
AUSTRALIA 4906
MEXICO 3204
 Language (based on account language settings)
LANGUAGE # OF AUDIENCE
MEMBERS
ENGLISH 166,680
SPANISH 9088
FRENCH 3456
PORTUGUESE 2357
DUTCH 2071
 Metro (based on DMA data provided by Digital Envoy)
METRO # OF AUDIENCE
MEMBERS
LOS ANGELES 15

7
CHICAGO 11
BOSTON
(MANCHESTER)
11
NEW YORK 10
MINNEAPOLIS-ST.
PAUL
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 Gender (based on Facebook settings and what the Pinner chose
when they signed up for Pinterest)
GENDER # OF AUDIENCE
MEMBERS
FEMALE 136,384
MALE 30974
UNSPECIFIED 13,975
 Interests (what your audience is into)
DIY Home Décor Recipes Hairstyles
Inspirational
Quotes
DIY and Home
Improvement
Art
Travel Books Fashion
Education Funny Quotes Makeup
Desserts Photography Technology
Healthy Snacks Parenting Dresses
 Boards (from your audience that contain many of your pins)
o Movies by Amy Roberts
o Apps for kids by Rose Offner
o Family TV and Movies by Shannon Godden
o Counseling Parent Resources by Randi Brattin
o Books for Judah by Aaron

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 Businesses our audience is interested in
BuzzFeed Life Etsy YouTube
WordPress.com Flickr Bloglovin
eBay TeachersPayTeachers Amazon.com
TheMetaPicture Huffington Post POPSUGAR
Twitter Inc. DumpaDay.com HubPages
Polyvore Babble theBERRY
 Website: Pins we and other people have pinned from our website
(6/24 – 7/7)
 Avg. Daily Impressions: 12,806
 Avg. Daily Viewers: 8,216
 Avg. Daily Repins: 61
 Avg. Daily Repinners: 55
 Avg. Daily Clicks: 57
 Avg. Daily Visitors: 48
 Avg. Daily Pin Creates: 38
 Avg. Daily Pinners: 26

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UNDERSTANDINGOUR PINTEREST ANALYTICS:
A guide to reading our analytics
 Definitions:
o Impressions: the number of times a Pin showed up in the home feed,
search results and category feeds of users.
o Repins: the number of times someone saved your Pin to one of their
boards. Repins are now Pins shared across Pinterest(repins by others
will show up on the newsfeeds of their followers, in category feeds, and
are more likely to show up in search feeds when people search for
related content).
o Clicks: the number of clicks to your website fromPins on your profile.
o Viewersand Audience: anyone who has seen at least one of your pins
o Engaged People: anyonewho has liked, repinned, sent or clicked one of
your Pins
o Category Feeds: when people want to search for things in a specific
category, they can access the category feeds in the drop down menu at
the end of the search bar. Category feeds get their pins fromall boards.
Some examples of categories you can explore are: Popular, Everything,
Art, Hair & Beauty, History, Technology, Kids & Parenting, etc.
 All- Apps DropDown Menu (in the upper right-hand corner) allows you to see
data based on what device is used to access Pinterest (iPad, Android phone,
etc.)
o Ex: Average daily impressions onour Pinterestprofile (as of July 16,
2015)
Avg. Daily
Impressions Device Used
158
Android
phone
34
Android
tablet
109 iPad
227 iPhone
5 Mobile web
484 Web

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1,017
All
Applications
 Export Data (in upper right corner) allows you to savedata as a csv file (opens
into an Excel spreadsheet)
 Staying active on Pinterest – when you Pin or follow new Pinners and Boards,
your followers get notified. This can help bring them back to your content.
 Profile Analytics
-- look at how Pins fromyour profile are doing (including all pins you'vePinned
to your profile, things you'verepinned from your site or fromothers.
o pins can be discovered long after they're added to Pinterest so you may
not see the full impact of recently added content for severalmonths
o Pins with high impressions = people are actively looking for that content
o Pins with high repins = people find that content interesting enough to
saveand share
o Pins with high clicks = people want to learn more about, take action on
or purchasethat content.
o Best in search:Pins that rank higher in search
 Pins that rank highly in search quality may not be the Pins that
show up most often in search results. Instead, this gives you an
idea of which of your Pins scorewell in search when somebody
searches for something relevant. Many factors go into search
ranking, like whether or not the Pin has high Pinner engagement.
You can improvethe search quality rankings of your Pins by
writing quality descriptions, using Rich Pins and making sureall of
your Pins link somewheremeaningful.
o Power Pins = pins with all-time high engagement (a combination of likes,
comments, sends, and more)
 Website Analytics
-- see how content from your websiteis doing on Pinterest. Shows data for all
Pins that link back to your website, not justthe Pins you'veadded to your own
profile. This includes website pins and repins.
o Use the “Boards with top Pin Impressions” listto understand how
people are organizing your content. On this list are boards that contain a
lot of pins that link to your website. They can be boards that you’ve
created or boards that others have created.

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o Original Pins -- how many unique Pins are created from your websiteon
a daily basis. You can also see the mostrecent unique Pins that have
been created. Helps you to understand how much unique content is
being added to Pinterest from your site, as well as the latest trends in
Pinning fromyour site.
o Official PinIt Button
 if using it on your site, you'll get a snapshotof how it's driving
traffic back to you:
 Top graph shows you info on a single day (how many
impressions, clicks and Pins were created by the Pin It
button on your site that day.
 2nd graph (activity that happened in the 7 days after the
top graph)
 These graphs only give a 7 day snapshot. Pins often continue to
gain impressions, repins and clicks for months after the original
Pin was created.
 Audience Analytics
-- find out moreabout the people (use the All audiences menu to limit your
view to justyour followers) who interact with your Pins.
o Demographics (all this data is based on the past 30 days)
 Country -- based on the country settings Pinner chose
 Language-- based on account language settings
 Metro -- based on DMA Data provided by Digital Envoy
 Gender -- based on Facebook settings and whatthe Pinner chose
when they signed up for Pinterest
o Interests -- a look at the most popular categories (in no particular order)
that your followers are into, so you can get more ideas about whatkind
of content your audience may like)
o Boards -- a collection of boards fromyour audiencethat contain many
of your Pins.
o Businesses -- learn who else your audience is interested in hearing from

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RESEARCH ON PINTEREST AND PROPOSED APPLICATION TO OUR
PROFILE
 Pinterest Traffic
 More than 75% of all Pinterest's traffic comes frommobile applications
(Pinterest hasn'tclarified between the traffic fromAndroid and iOS
specifically).
 Overall, active pinners indicate they use smartphones to access Pinterest most
often.
 Our followers access Pinterestmainly through mobile and computer devices.
 How do Pins get discovered?
 Home feeds of our followers
 Repins (shown to others’ followers)
 Pin Itbutton on your website
 Search results and category feeds
 How to Help Your Content to Be More Likely to Show Up in Pinterest
Searches
 Things we already do:
 Place key words in the description of pin
 Make surethe file name of image saved in our databases/computers
always contains targeted key phrase(this is important becausePinterest
Search sometimes takes key words fromURLS and image names)
 Write shortdescriptions (which are more likely to show up)
 Things we can improve on:
 Accurately and thoroughly explain the details on the pin in description.
Many of our pins don’t say much about what the pin is about. We need to
make sureour pins are helpful, like a shortsummary, and update older
pins.
 Make sureall of our boards areassigned to a category (Kids & Parenting;
Education; Film, Music, and Books; etc). Mostof our boards areassigned to

13
appropriatecategories, however, wehave quite a few boards that are
under the “Other” category and be more appropriately placed.
 How to Boost Followers
 What we already do
 Make available a Follow on Pinterest button in newsletters, emails,
website, etc.
 What we can improveon
 We can place a Pin it! hover button on top of images in articles on our
website (for Buzzfeed, this increased pinning by 10 times). This will subtly
remind Pinterest users to saveour articles and reviews. Wecurrently have
Pin buttons to pin a whole page to Pinterest on our website. This might also
work, however on certain pages the image pulled for the pin image is the
Common Senselogo. This might be because there aren’t any other images
to pull fromon that page. We can discuss if this is something we want to
work on with the web team or not.
 Postmore frequently to our popular boards
o And the 2014 Oscar nominees are…
o Digital Citizenship
o Book Recommendations for Kids and Teens
o Back-to-School
o Family Movie Night
o Best Apps for Kids
o Privacy and Internet Safety
o The Civil Rights Movement and Dr. Martin Luther King Jr.
 Follow and get similar non-profitorganizations, parenting sites, and
parenting magazines to follow us and shareour posts. We can exchange
pins (messagethem and have them pin someof our pins in exchange for us
pinning someof them pins). We can also collaborate on boards and invite
them to be hosts on ours.
Popular Parenting Resources and Similar Non-Profits
Pinterest Profile # of Followers

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 How
to
Create the Most Engaging Content
 What we already do
 Specific topics for each board
 Postpins related to trending topics (look at Twitter trends, trends on kids
and social media, ride off those)
 Pin our own quality photos with great visual appeal. Keep it simple and
visual.
 Logos on images should be large enough to be visible in mobile, yet tasteful
and not distracting.
 What we can improveon
 Place our mostpopular boards in the top rows
 Create more Holiday-related and season-related boards (i.e. Summer)
 Add logos on older images/pins that circulate and get a lot of impressions.
Pinterest takes images for pins fromthe websitebeing pinned from. We
aren’t able to changethe picture of a pin without deleting the pin,
recreating an image for the article/ web page, and pinning it anew again.
The benefit of this is wehave a lot of content to pin, catching the eyes of
audience members we didn’thave in previous months. However, this could
burden the design team with the task of creating new images for Pinterest
and having people put these images up on the web page.
Parents Magazine 166,805
Parenting.com 41,783
Babble 238,526
Scholastic 35,640
The Today Show 194,939
Jacquie @ Edventures with Kids 125,335
Lora, Kids Creative Chaos
@playconnection
184,143
SmartApps For Kids 15,630
PBS Kids 1,124
HuffPostParents 18,324
Today's Parent 13,677

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 Showcasewhatinspires us (don't justshow off your product. Pin ideas,
places, people, moods behind the brand, etc. Show your values. Have a
variety of pins, not justyour own)
o Ex: Cute Kids, Fun Activities to do with your kid, Good Child Celebrity
Role Models, Quotes (quotes inspirationaland/ or related to our mission
on an image of someone famous has worked well on Facebook)
 Create Rich Pins when wehave pins for our apps, articles, and when we
recommend movies. They are pins with more detail on them.
https://business.pinterest.com/en/rich-pins
o App Pins include an install button
o Article Pins include headline, author, and story description
o Movie Pins include ratings, castmembers, and reviews
 How to Reach the Right Audience
 Things we already do
 Use key words in pin descriptions
 Things we can improveon
 Best times to postto Pinterest(within your own time zone) in general:
o 2-4pm
o 8pm-1am
o W, Th, Sat
 A lot of articles refer to moms using Pinterest at night (like my mom).
Parents also usePinterest Friday afternoons and Saturday mornings.
However, figuring out the best time for us will take trial and error on our
part, once we get into the rhythmof posting frequently. We can use a
Pinterest analytics tool like Tailwind App to find out what days and times
are generating the mostrepins and likes for our pins, as well as to schedule
and publish pins. Curalate and Viral Tag are also tools wecan use. All three
of these will give us a free trial.
 Put pinners first (What do they care about? Look at web analytics. Taylor
pins to people)

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o Our pinners like our movie reviews and apps, parenting articles, and
advice (according to the list of Pinner boards with lots of our pins, in the
Audience tab of analytics)
 Target popular moms and either collaborate with them, invite them to view
your Pinterest boards and your sites, etc. The way to contact other
Pinterest users through Pinterestis by sending them a message. You can
contact other Pinterest users by sending them a message – a business can
contact a person only if that person is following them. If a person is not
following your account, you cannot messagethem.
o A sample of popular Pinterest parents
 Modern Parents Messy Kids (145,322 followers)
 My Life and Kids (51,688 followers)

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PINSIGHT INTO SIMILAR ORGANIZATIONS
 A Mighty Girl
 23,682 followers
 36 boards
 2311 pins
TIME PINNED
(WEEKS AGO)
# OF
PINS
3 4
6 4
7 1
11 1
13 4
21 1
24 1
26 1
29 1
 Amy Poehler’s Smart Girls
 10,797 followers
 21 boards
 1838 pins
TIME PINNED # OF PINS
9 DAYS AGO 9
3 WEEKS AGO 1
9 4
10 4
11 5
12 8
13 7
15 7
16 1

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 Pew Research
 INACTIVE

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MAIN REFERENCES
 "A Guide to Pinterest Analytics." Business.pinterest.com. Pinterestfor Business.
Web. 20 July 2015.
 "Help Center." Help Center. Pinterest for Business, 2015. Web. 23 July 2015.
 Jackson, Susan. "Peopleof Pinterest." IBlog 1 July 2015: 12-13. Print.
 Lucich, Malorie. "PinterestBest Practices for Bloggers." Scribd. MalorieLucich, 19
July 2015. Web. 20 July 2015.
 Perez, Sarah. "Now With 75% Of All Traffic Coming From Apps, PinterestRevamps
Its Mobile Website." TechCrunch. 6 Feb. 2014. Web. 23 July 2015.
 "Top 15 MostPopular Social Networking Sites | July 2015." Top 15 MostPopular
SocialNetworking Sites| July 2015. Ebizmba. Web. 23 July 2015.
 "2014 PinterestMedia Consumption Study." Ahalogy.com. Ahalogy, 2014.Web.
20 July 2015.

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