Which OEM Sites are getting Pinned?

I remain very curious of Pinterest, and its increased activity from the automotive perspective.  I’ve followed a few car dealers, more than a few OEMs, and have been carefully watching the “pinning” activity that’s been going on related to vehicles, accessories and related industry topics.  Not all OEMs have set up Pinterest accounts, but every single OEM has had vehicle images posted from their websites.  People have pinned their cars, and placed them on their personal interest boards, and many have asked their social network to help them decide what is the right, next car for them.  Clearly OEMs should begin to monitor, and then figure out how to best engage these shoppers, to be a part of the conversation regarding the interest in their brands and products.

I thought it would be interesting to measure how much of this has currently taken place, and so I’ll share my findings with you.  Using the Pinterest URL:  http://pinterest.com/source/OEMSITE.com/  you can easily find for each OEM, which vehicles (and how many) are being pinned.  This data was gathered both during the first weeks in March 2012 and April 2012.

As we saw a number of OEMs bunched up at the low 300s mark, we wondered if Pinterest has an internal limit.  We searched online and couldn’t find documentation to support this.  However in looking at Etsy at 328,  Martha Stewart at 352, Lowes.com at 328, and Amazon at 344, it’s highly unlikely the best automotive brands could beat out these sites that clearly appeal to core Pinterest users.  In Pinterests recent change in “Terms & Privacy”, they state that “…Pinterest may retain your User Content for a commercially reasonable period of time…” which could mean they simply purge or archive Pins after some period of time.  I think the message is to popular brands that are below 200 images, there is room for improvement, including Kia adding non-Flash images for pinning.

We also saw some strange variances from March to April, with very large declines for BMW, Mazda and Volvo.  This could be Pinterest doing archival maintenance, users closing accounts, or Pinterest closing spammer accounts.

I’m interested in hearing your feedback, and what conclusions we might draw.

Automotive OEM Domain Name Images March 2012 Images April 2012 Variance
Jeep jeep.com/

320

335

15

Porsche porsche.com

325

330

5

Land Rover landrover.com/

335

325

(10)

Cadillac cadillac.com

330

325

(5)

Dodge dodge.com/

325

325

0

Chevrolet chevrolet.com/

330

320

(10)

Acura acura.com/

320

320

0

Mercedes Benz mbusa.com/

320

320

0

Honda automobiles.honda.com/

310

320

10

Lexus lexus.com/

330

315

(15)

Toyota toyota.com

325

315

(10)

Ford ford.com/

300

315

15

Lamborghini lamborghini.com/

290

315

25

Subaru subaru.com

320

310

(10)

Hyundai hyundaiusa.com/

270

300

30

Ferrari ferrari.com/

270

275

5

BMW bmw.com/

305

210

(95)

GMC gmc.com/

220

210

(10)

Nissan nissanusa.com

210

205

(5)

Jaguar jaguarusa.com

185

195

10

Audi audiusa.com

170

180

10

Volkswagen vw.com

175

175

0

Mini http://www.miniusa.com/

36

160

124

Infiniti http://www.infinitiusa.com/

130

155

25

Buick buick.com/

135

150

15

Lotus lotuscars.com/

75

100

25

Lincoln lincoln.com/

75

90

15

Ram ramtrucks.com/

80

75

(5)

Mazda mazdausa.com/

225

45

(180)

Volvo volvocars.com

310

40

(270)

Chrysler chrysler.com/

75

35

(40)

Mitsubishi mitsubishicars.com/

4

30

26

Fiat fiat.com/

2

30

28

Hummer hummer.com/

8

8

0

Suzuki suzukiauto.com

2

3

1

Saab saabusa.com/

1

1

0

Kia kia.com/

0

0

0

*Kia was only unpinnable OEM due to Flash images

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