PINTEREST, STARBUCKS AND THE MISSING STORY

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Starbucks boards are full of fantastic images that are almost entirely sourced from third-party sites, which are an important part of creating a successful Pinterest strategy; however, they are missing one key element – a great story.

While Starbucks’ Facebook page has some amazing photos that tell a story or inspire an action, this does not carry through to Pinterest. In fact, there are very few, if any, of the pins across “Starbucks Loves” – their official Pinterest Channel, that focus on storytelling. What’s more is that avid fans are telling great stories on behalf of the brand, and for some reason, the brand is not repining them.

A recent article, “5 Reasons Why Starbucks’ Pinterest Strategy is Not A Big Hit,” provided the photo to the right as example of a “great story” that Starbucks should be pinning. At the time, the photo, described as telling the story of someone that “truly” loves her Starbucks, had been shared more than 4,700 times on Facebook, and received 165,000 likes, Starbucks has since pinned the photo on their “Coffee Moments” board, perhaps indicating that they are taking note of the storytelling opportunity that exists.

Sources: NG, Vincent. 5 Reasons Why Starbucks’ Pinterest Strategy is Not A Big Hit. (September 12, 2013). Business to Community.
Starbucks presses social media onward. (April 27, 2013). Seattle Times.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros dkachiros@gmail.com dkachiros.com 214-596-8468

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