Wikipedia

Pinterest Inc.

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Pinterest is a pinboard-style social photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more. Users can browse other pinboards for inspiration, 're-pin' images to their own collections or 'like' photos. Pinterest's mission is to "connect everyone in the world through the 'things' they find interesting"[1] via a global platform of inspiration and idea sharing. Founded by Ben Silbermann, of West Des Moines, Iowa,[2] the site is managed by Cold Brew Labs and funded by a small group of entrepreneurs and inventors. It is one of the “fastest growing social services in the world.”[3]

History

 
Founder Ben Silbermann (left) at the South By Southwest Interactive conference in March 2012.

Pinterest is similar to earlier social, image bookmarking systems based on the same principle, such as David Galbraith's 2005 project Wists.[4] It allows users to save images and categorize them on different boards. They can follow other users' boards if they have similar tastes. Popular categories are travel, cars, film, humor, home design, sports, fashion, and art.

Development of Pinterest began in December 2009, and the site launched as a closed beta in March 2010. The site proceeded to operate in invitation-only open beta.

Silbermann said he personally wrote to the site's first 5,000 users offering his personal phone number and even meeting with some of its users.[5]

Nine months after launch the website had 10,000 users. Silbermann and a few programmers operated the site out of a small apartment until the summer of 2011.[5]

Early in 2010, the company's investors and co-founder Ben Silbermann tried to interest a New York-based magazine publishing company in buying Pinterest. The publisher declined to meet with the founders.[6]

The launch of an iPhone app in early March 2011 brought in a more than expected amount of downloads.[6]

On August 16, 2011, Time magazine listed Pinterest in its "50 Best Websites of 2011" article.[7]

The Pinterest app for iPhone was last updated in May 2012,[8] and an iPad app is currently in-development.[5] Pinterest Mobile, launched September 2011, is a version of the website for non-iPhone users.[9]

In December 2011, the site became one of the top 10 largest social network services, according to Hitwise data, with 11 million total visits per week.[10] The next month, it drove more referral traffic to retailers than LinkedIn, YouTube, and Google+.[11][12] The same month, the company was named the best new startup of 2011 by TechCrunch.[13] Noted entrepreneurs and investors include: Jack Abraham, Michael Birch, Scott Belsky, Brian Cohen, Shana Fisher, Ron Conway, FirstMark Capital, Kevin Hartz, Jeremy Stoppelman, Hank Vigil, and Fritz Lanman. [14]

In January 2012 comScore reported the site had 11.7 million unique users, making it the fastest site in history to break through the 10 million unique visitor mark.[15] Pinterest's wide reach helped it achieve an average of 11 million visits each week in December 2011. Most of the site's users are female.

At the South By Southwest Interactive conference in March 2012, Silbermann announced revamped profile pages were being developed and would be implemented soon.[5]

On March 23, 2012 Pinterest unveiled updated terms of service that eliminated the policy that gave it the right to sell its users' content.[16] The terms would go into effect April 6.[17]

According to Experian Hitwise the site became the third largest social network in the United States in March 2012, surpassing Linkedin and Tagged.[18]

Co-founder Paul Sciarra left his position at Pinterest in April 2012 for a consulting job as entrepreneur in residence at Andreessen Horowitz.[19]

On May 18, 2012 Pinterest is raising $120 million in a funding round expected to be announced Thursday or Friday morning, according to multiple sources. The investment, Pinterest’s third, places the two-year-old social bookmarking site’s valuation in the range of $1 billion to $1.5 billion. All Things Digital reports that Japanese commerce giant Rakuten is leading the round with a $50 million investment. Ben Silbermann, Pinterest’s CEO and cofounder, is reportedly still deciding what other financing offers to accept.[20]

Usage

Pinterest users can upload, save, sort and manage images, known as pins, and other media content (i.e. videos) through collections known as pinboards.[21] Pinboards are generally themed so that pins can easily be organized, categorized and discovered by other users. Pinterest acts as a personalized media platform, whereby your own content as well as anyone else's uploaded pins can be browsed on the main page. Users can then save their favourite pins to one of their own boards using the “Pin It” button. Content can also be found outside of Pinterest and similarly uploaded to a board via the “Pin It” button which can be downloaded to the bookmark bar on a web browser.[22]

There are several ways to register a new Pinterest account. Potential users can either receive an invitation from a friend already registered, or request an invitation directly from the Pinterest website. An account can also be created and accessed by linking Pinterest to a Facebook or Twitter profile. When a user re-posts or “re-pins” an image to their own board, they have the option of notifying their Facebook and Twitter followers; this feature can be managed on the settings page.[23] Users that choose to log into Pinterest via Facebook must currently be using Facebook's "Timeline" format.[24][25]

On the main Pinterest page, a "pin feed" appears, displaying the chronological activity from the pinterest boards that a user follows.[26] When browsing for new boards and relevant pins, users can visit a "Tastemakers" page that recommend pinboards with content similar to previous pins saved by a user.[21] For both guests and Pinterest users, there are currently four main sections to browse: everything, videos, popular and gifts. These subcategories provide an organized system of browsing, which helps fellow users to connect and share interests.

Quick links to Pinterest include the "pin it" button that can be added to the bookmark bar of a web browser, "Follow me" and "Pin it" buttons added to personal website or blog page,[22] and the Pinterest iPhone application available through the App Store.[27]

The website has proven especially popular among women.[28] The most popular categories on Pinterest that got the most popular pins are food & drink, DIY & crafts, and women's apparel.[29]

In March 2012, law enforcement is using Pinterest to reach new audiences beginning with the Kansas City Police Department in Missouri.[30]

Pinboards can be used by educators to plan lessons. Teachers can pin sites for later referral. Students can pin and organize sources and collaborate on projects.[31]

Pinterest has played a role in the 2012 US Presidential Election. The wives of both candidates created accounts. Ann Romney debuted her Pinterest account in March and First Lady Michele Obama announced hers in June.[32]

Commerce

Brands like fashion e-commerce website Boticca use Pinterest as a virtual storefront for driving customers to their website. Users inbound from Pinterest spent $180 compared with $85 spent from users coming from Facebook. Users spent less time on the company's Website, choosing instead to browse from the company's pinboard.[33] Many brands and small businesses are using Pinterest, following best practices to get traffic on their websites and buzz around their products.[34]

User base

Demographics

The site has been popular with American women and, in 2012, it was reported that 83% of the U.S. users were women.Vorlage:Citation needed In Britain, however, 56% of the users were male and their age profile was different too, being about 10 years younger than in the U.S., where the age range was typically 35-44.[35]

Growth

For January 2012 comScore reported the site had 11.7 million unique U.S. visitors, making it the fastest site ever to break through the 10 million unique visitor mark.[15] comScore recorded a unique users moving average growth of 85% from mid-January to mid-February and a 17% growth from mid-February to mid-March.[36]

Much of the service's early user base consisted of infrequent contributors. The site's user growth, which slowed in March 2012, could pick up as the site's user base solidifies around dedicated users according to a comScore representative.[37]

Business

Pinterest was first conceptualized in December 2009 by co-founders Ben Silbermann, Evan Sharp and Paul Sciarra. The first prototype was launched in March 2010 where it was available to a small group of colleagues and family members.[38] Since its inception three years ago, it has developed into a well-funded site financially supported by a group of successful entrepreneurs and investors including: FirstMark Capital, Jack Abraham (Milo), Michael Birch (Bebo), Scott Belsky (Behance), Shana Fisher (Highline Venture Partners), Ron Conway (SV Angel), Kevin Hartz (EventBrite), Jeremy Stoppelman (Yelp), Hank Vigil, Fritz Lanman, and Brian S. Cohen.”[39] As Pinterest continues to grow and develop, so does its business opportunity as a promising marketing platform, especially in terms of data collection for retail companies and marketing strategists.

In early 2011, the company secured a $10 million USD Series A financing led by Jeremy Levine and Sarah Tavel of Bessemer Venture Partners. In October 2011, after an introduction from Kevin Hartz and Jeremy Stoppelman, the company secured $27 million USD in funding from Andreessen Horowitz, which valued the company at $200 million USD.[40]

Retail companies have taken advantage of Pinterest for advertising and style trending. The web design provides an ideal layout for “style conscious retailers",[41] where products can easily be visualized within a consumer context. Companies like The Gap, Chobani, Nordstrom and West Elm use Pinterest as a tool for online referrals that link users with similar interests to a company.[41] The Gap has arguably taken the biggest initiative in their use of Pinterest, employing their own themed pinboards such as “Denim Icons” and “Everybody in Gap”.[41]

Baynote founder Scott Brave sees Pinterest as an ideal environment to collect affinity data; a resource that holds the potential for substantial demand and income. This data “reveals valuable relationships between consumer behaviours, products and content”, where it can be collected and sold as marketing analysis.[42]

As of March 2012, Pinterest is valued at $1.5 billion.[43]

Copyrighted content

Pinterest has a notification system which allows copyright holders to request that content be removed from the site. The Digital Millennium Copyright Act (DMCA) safe harbor status of Pinterest has been questioned given that it actively promotes its users to copy to Pinterest, for their perpetual use, any image on the internet. Pinterest users cannot claim safe harbor status and as such are exposed to possible legal action for pinning copyrighted material.[44]

A "nopin" HTML meta tag was released by Pinterest on February 20, 2012 to allow websites to opt out of their images being pinned. On February 24, 2012 Flickr implemented the code to allow users to opt out their photos.[45]

Pinterest released a statement in March 2012 saying it believed it was protected by the DMCA's safe harbor provisions.[46] No major copyright lawsuits have emerged as of March 2012.[36]

In early May 2012 the site added automatic attribution of authors on images originating from Flickr, Behance, YouTube and Vimeo. Automatic attribution was also added for Pins from sites mirroring content on Flickr. At the same time Flickr added a Pin shortcut to its share option menu to users who have not opted out of sharing their images.[47]

Reception

Terms of service

A Scientific American article criticized Pinterest's self-imposed ownership of user content stating that "Pinterest’s terms of service have been garnering a lot of criticism for stating in no uncertain terms that anything you “pin” to their site belongs to them. Completely. Wholly. Forever and for always."

Pinterest's Terms of Service stated:

"By making available any Member Content through the Site, Application or Services, you hereby grant to Cold Brew Labs a worldwide, irrevocable, perpetual, non-exclusive, transferable, royalty-free license, with the right to sublicense, to use, copy, adapt, modify, distribute, license, sell, transfer, publicly display, publicly perform, transmit, stream, broadcast, access, view, and otherwise exploit such Member Content only on, through or by means of the Site, Application or Services."[48]

Under the terms all personal, creative and intellectual property posted to the site belonged to the website and could be sold.

The fact that the content could be sold particularly unsettled another Scientific American blogger who said, "Problematically in the same paragraph, Pinterest states: 'Cold Brew Labs does not claim any ownership rights in any such Member Content'. So which is it? Do they claim ownership to the content or not? And what are they planning to sell, anyway?"[49]

In March 2012 Pinterest unveiled updated terms of service that ended the site's claims of ownership once implemented in April. "Selling content was never our intention," said the company in a blog post.[16][17]

In February 2012, photographer and lawyer Kirsten Kowalski wrote a blog post explaining how her interpretation of copyright law led her to delete all her infringing pins.[50] The post contributed to scrutiny over Pinterest's legal status.[46] The post went viral and reached founder Ben Silbermann who contacted Kowalski to discuss making the website more compliant with the law.[50]

Content creators on sites such as iStock have expressed concern over their work being reused on Pinterest without permission. Getty Images said that it was aware of Pinterest's copyright issues and was in discussion with them.

A meta tag was released by Pinterest in February 2012 to allow websites to opt out of their images being pinned.[45]

Awards

At the 2012 Webby Awards Pinterest won best social media app and people's voice award for best functioning visual design.[50]

Third party developers and content

Many third party developers have created web-apps, browser extensions, and even podcasts devoted to Pinterest. These items range from analytics, to enlarging the images on Pinterest's website.

Technical

Pinterest is written on the Django python web framework.[51]

Browser extensions

  • Pinterest Image Expander - Chrome, Firefox, Safari: enlarges Pinterest images on hover. Enlarges "recent activity" images on hover.
  • Pinzy - Chrome: Pops out larger version of Pinterest image on hover.
  • Pinterest Zoom - Chrome: Pops out larger version of Pinterest image on hover.
  • Pinterest Pro - Chrome: Pops out larger version of Pinterest image on hover, Adds a "pin it" button to your right click. adds a "popular pins" section to *Pinterest.com.
  • Pinterest Pin It Button - Chrome: Adds a "pin it" button to browser's toolbar.

Use by scammers

Social engineering of Pinterest users by scammers to propagate surveys promising free products was noted by computer security firms Symantec and Trend Micro in March 2012. Scam images, often branded with a well-known company name like Starbucks, offer incentives such as gift cards for completing a survey. Once the link in the description is clicked, users are taken to an external site and asked to re-pin the scam image. Victims are phished for their personal information and the promised free product is never delivered.[52]

Other scammers have capitalized on the lack of an official Google Play app. Low-quality Pinterest apps purporting to be official have appeared that generate ad revenue or monitor the downloader's activity.[53]

See also

References

Vorlage:Reflist

Vorlage:Online social networking de:Pinterest

  1. ↑ Our Mission. Pinterest, abgerufen am 22. März 2012.
  2. ↑ http://blogs.desmoinesregister.com/dmr/index.php/tag/pinterest/
  3. ↑ Chris Sorensen: The new kid in town. Macleans, abgerufen am 28. März 2012.
  4. ↑ You are what you curate: why Pinterest is hawt.
  5. ↑ a b c d Brandon Griggs: Pinterest: Revamped profile pages, iPad app coming soon In: CNN, 14 March 2012 
  6. ↑ a b Nicholas Carlson: Inside Pinterest: An Overnight Success Four Years In The Making, Business Insider, May 1, 2011. Abgerufen im May 7, 2011 
  7. ↑ Harry McCracken: The 50 Best Websites of 2011, Time, August 16, 2011. Abgerufen im August 21, 2011 
  8. ↑ Pinterest. In: Pinterest. iTunes App Store, abgerufen am 2. November 2011.
  9. ↑ Pinterest: Pinterest Mobile In: Pinterest Blog, 13 September 2011. Abgerufen im 31 March 2012 
  10. ↑ Paul Sloan: Pinterest: Crazy growth lands it as top 10 social site. CNET News, 22. Dezember 2011, abgerufen am 2. Februar 2012.
  11. ↑ Zoe Fox: Pinterest Drives More Traffic Than Google+, YouTube and LinkedIn. Mashable, 1. Februar 2012, abgerufen am 7. Februar 2012.
  12. ↑ Lauren Indvik: Pinterest Becomes Top Traffic Driver for Retailers. Mashable, 29. Januar 2012, abgerufen am 7. Februar 2012.
  13. ↑ Josh Constine: Congratulations Crunchies Winners! Dropbox Is The Best Overall Startup. TechCrunch, 31. Januar 2012, abgerufen am 7. Februar 2012.
  14. ↑ Pinterest finished out 2011 with $37 million raised and an unconfirmed valuation of $200 million.
  15. ↑ a b Tuesday, February 7, 2012: Pinterest Hits 10 Million U.S. Monthly Uniques Faster Than Any Standalone Site Ever -comScore. TechCrunch, 7. Februar 2012, abgerufen am 15. Februar 2012.
  16. ↑ a b Christina DesMarais: Pinterest Responds to Concerns, Changes Terms of Service In: PC World, 24 March 2012 „Among other things, Pinterest says it never intended to sell user content and has removed from its terms of service wording that granted the company the right to do so.“ 
  17. ↑ a b Pinterest: Updated Pinterest Terms In: Pinterest Blog, 23 March 2012. Abgerufen im 24 March 2012 
  18. ↑ Courteney Palis: Pinterest Popularity Soars To New Heights In: Huffington Post, 6 April 2012 
  19. ↑ Laurie Segal: Pinterest co-founder steps down In: CNN Money, 6 April 2012 
  20. ↑ Lauren Indvik: Pinterest Raises $100 Million to Fund International Expansion, 18 May 2012 
  21. ↑ a b Melanie Warner Spencer: Pinning: These are a few of my favorite things. Hearst Communications, 11. August 2011, abgerufen am 21. August 2011.
  22. ↑ a b Pinterest / goodies. Pinterest.com, abgerufen am 26. März 2012.
  23. ↑ Pinterest / Settings. Pinterest.com, abgerufen am 22. März 2012.
  24. ↑ Pinterest / Help. Pinterest.com, abgerufen am 8. Februar 2012.
  25. ↑ Hayley Tsukayama: Facebook’s Timeline has some vocal dissenters, The Washington Post, March 25, 2011. Abgerufen im February 8, 2012 
  26. ↑ Pinterest / What is Following? Pinterest.com, abgerufen am 22. März 2012.
  27. ↑ What is Pinterest? Pinterest.com, abgerufen am 7. Januar 2012.
  28. ↑ Clayton Morris: Pinterest: Facebook for women?, Fox News, February 13, 2012 
  29. ↑ Repinly.com: Pinterest Directory & Stats. Repinly, 10. April 2012, abgerufen am 10. April 2012.
  30. ↑ Lauri Stevens: Pinterest & Police. LawOfficer.com, abgerufen am 13. April 2012.
  31. ↑ Charlie Osborne: Pinterest as a learning tool: Do the two compute?, CBS Interactive, February 13, 2012. Abgerufen im May 3, 2012 
  32. ↑ Michelle Obama Debuts on Pinterest 3 Months After Ann Romney. Abgerufen im 13 June 2012 
  33. ↑ Laura Hazard Owen: Pinterest users spend way more money than Facebook users, Boticca finds In: GigOm, 9 May 2012. Abgerufen im 12 May 2012 
  34. ↑ Bryan Nagy: Best Practices for Brands Using Pinterest, 13 May 2012 
  35. ↑ Vorlage:Citation
  36. ↑ a b Julia Boorstin: Pinterest's growth comes back to earth In: USA Today, 30 March 2012. Abgerufen im 31 March 2012 
  37. ↑ Jon Swartz: Pinterest growth curve levels off In: USA Today, 25 April 2012. Abgerufen im 2 May 2012 
  38. ↑ Rachel Devine: We ♥ Pinterest.
  39. ↑ Pinterest Team. Abgerufen am 25. März 2012.
  40. ↑ Kara Swisher: Exclusive: Pinterest Set to Close a New Round with Andreessen Horowitz. AllThingsD, 7. Oktober 2011, abgerufen am 7. Januar 2012.
  41. ↑ a b c Ki Mae Heussener: Brands pinning it on Pinterest. Adweek, abgerufen am 25. März 2012.
  42. ↑ Scott Brave: Pinterest, we've got a business model for you. Gigom, abgerufen am 28. März 2012.
  43. ↑ Pui-Wing Tam: $1 Billion Club Gets Crowded In: The Wall Street Journal, May 18, 2012, S. B1 
  44. ↑ Carrie Sager: Pinterest's legal woes. Washington College of Law, abgerufen am 2. März 2012.
  45. ↑ a b Joann Pan: Flickr vs. Pinterest: Flickr Users Can Now Implement Pinterest Opt-Out In: Mashable, 24 February 2012 
  46. ↑ a b Hayley Tsukayama: Pinterest addresses copyright concerns In: The Washington Post, 15 March 2012 
  47. ↑ Courteney Palis: Pinterest Announces Attribution Tool Feature For Flickr, YouTube And More (PICTURES) In: Huffington Post, 1 May 2012. Abgerufen im 5 May 2012 
  48. ↑ Kalliopi Monoyios: Pinterest's Terms of Service, Word by Terrifying Word In: Scientific American, 19 March 2012. Abgerufen im 24 March 2012 
  49. ↑ Glendon Mellow: The Promise and Perils of Pinterest In: Scientific American, 16 March 2012. Abgerufen im 24 March 2012 
  50. ↑ a b c Therese Poletti: Is Pinterest the Next Napster? In: The Wall Street Journal, 14 March 2012. Abgerufen im 15 March 2012  Referenzfehler: Ungültiges <ref>-Tag. Der Name „kowalski“ wurde mehrere Male mit einem unterschiedlichen Inhalt definiert.
  51. ↑ Django: Meet Django. Django Software Foundation, abgerufen am 28. Juni 2012.
  52. ↑ Sara Yin: Pinterest Scams: Free Starbucks, Red Velvet Cake Photos, and More In: PC Magazine, 14 March 2012. Abgerufen im 15 March 2012 
  53. ↑ Fahmida Y. Rashid: Pinterest Plagued by More Scams, Fake Android Apps In: PC Magazine, 30 April 2012. Abgerufen im 4 April 2012 
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