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.