Exclusive: Pinterest is launching today in geolocation, the explanations of Stéphanie Tramicheck
The president of Pinterest France reveals exclusively for Frenchweb the strategy of the social network
Stéphanie Tramicheck has been president of Pinterest France since September. [Pour en savoir plus, consultez notre entretien vidéo : Qui est Stéphanie Tramicheck, la toute nouvelle country manager France de Pinterest ?]
Frenchweb: Pinterest is now launching into geolocation. More precisely, what is new functionality?
Stephanie Tramicheck : Today we are launching “geolocated pins”, a very important new feature for Pinterest’s strategy. We noticed, more than a year ago now, that more and more of our users were sharing their dream destinations, in particular by posting photos of places, and organizing their vacations on our network. This phenomenon then continued with a series of shares relating to tips or good addresses not to be missed if you are in the area.
Our reflection then focused on: “how to help our users to go from dream to action?” We therefore imagined these geolocated pins which associate magazine-type illustrations with geographic maps on which places are pointed. Each pin is thus located on a map in addition to generic information such as the exact address, opening hours or telephone numbers.
What is the strategic issue of geolocation for Pinterest, in particular in terms of traffic and user acquisitions?
Geolocation meets a need that had been latent for over a year. We had already introduced Product, Recipe, or Item Pins. All these innovations were the result of tangible needs of our users. Each time, we have seen the same results: an increase in user engagement, an increase in our traffic and a development of uses on our platform.
Geolocated pins are essential in our strategy of diversifying our targets. They will allow us to reach less feminine profiles by turning more towards men and more universal audiences. They will make Pinterest a planning and organizational tool based on their personal interests, especially with regard to vacations or travel.
How will this new functionality be integrated on mobile?
There will be a double entry: a direct entry by pins and an entry by images in order to find addresses in a geolocated way.
With geolocation, how is Pinterest different from other networks offering more or less similar solutions like Foursquare for example?
Pinterest is becoming a planning tool: cooking recipes, looks, fashion, holidays, restaurants… We are constantly looking to enrich the functionalities available around the pins to lead to something more useful and detailed.
This is what sets us apart from other map tracking networks. We do not collect addresses but identify places for very specific and clearly determined objectives. We are not a checking network like Foursquare for example.
Foursquare recently opened its location-based advertising platform to small merchants. Is geolocation also a monetization strategy for your social network?
No, we are not in that perspective. Of course, geolocated pins will allow us to learn more about the behavior of our users. We will see how they will appropriate this new functionality and make us evolve things accordingly. But we cannot speak of an audience monetization logic for the moment. We do not have any advertising offer yet, and this is not our priority at the moment. Finally, Foursquare is not a competitor. Proof of this is, we use his cards.
What are your partnerships in France?
From the start, we partnered with My Little Paris to launch this new feature. It was obvious because it is the site par excellence in terms of tips and trends.
The “Pin it” button was integrated throughout the site this morning. When an article contains an address and is shared on our network, the pin is automatically geolocated and all the information is encoded. At the same time, My Litlle Paris is now launching geolocated tables for the best winter and independent addresses.