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BlogWell Chicago Social Media Case Study: McCormick, presented by Jennifer LaFrance
The document discusses the successful integration of social media and gourmet food marketing by McCormick's Gourmet brand, focusing on engaging a younger audience. Key strategies included utilizing user-generated content, targeting related interests, and enhancing community engagement, resulting in significant increases in recipe views and community growth. The campaign highlighted the importance of leveraging social media to transform consumer interest into actionable engagement.
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BlogWell Chicago Social Media Case Study: McCormick, presented by Jennifer LaFrance
- 1. SocialMedia.org Video Case Studies JenniferLaFrance The Gourmet Dinner Party Chain This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell
- 3. “Our mission isto save your world from boring food.” Alan Wilson, Chairman, President and CEO
- 4. The Incredible Relationship BetweenFood and Social Media
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- 6. Recipes are Our“Currency”
- 8. The Challenge Reach ayounger target audience with the McCormick Gourmet brand and increase exposure of our content.
- 9. We converted interestand intention into action
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- 22. 13K Dinner Parties 98% Unique Menu Combinations 32% Increasein site recipe views
- 23. How did webuild on our success?
- 24. We learned alot from the content our fans created.
- 25. Declared Interest: Gourmet Food Facebook“Auction”Target
- 26. We discovered an undervaluedroute to the audience Declared Interest: Gourmet Food Adjacent Interests: Celebrity News/Popular Music Target
- 27. We strengthened our POVbeyond just recipes
- 28. We discovered an undervaluedroute to the audience We elevated our top fans to co-curate content with us
- 29. …and continuously test& learn
- 30. Results • Highest evercampaign recipe views in 2012 • Built the community to +400k strong in a year’s time • Generated double-digit engagement rates
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- 33. Learn more aboutpast and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell