BlogWell Chicago Social Media Case Study: McCormick, presented by Jennifer LaFrance

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In her BlogWell Chicago presentation, McCormick's Senior Manager of Digital Marketing and Social Media, Jennifer LaFrance, shares how they differentiated their Gourmet brand in the social space through a mix of content, utility, and an awesome contest.

She goes into detail about how they are using Facebook as the brand's central hub with an tool that creates community amongst their fans around hosting dinner parties.

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BlogWell Chicago Social Media Case Study: McCormick, presented by Jennifer LaFrance

  1. 1. SocialMedia.org Video Case Studies Jennifer LaFrance 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
  2. 2. “Our mission is to save your world from boring food.” Alan Wilson, Chairman, President and CEO
  3. 3. The Incredible Relationship Between Food and Social Media
  4. 4. Recipes Are Social
  5. 5. Recipes are Our “Currency”
  6. 6. The Challenge Reach a younger target audience with the McCormick Gourmet brand and increase exposure of our content.
  7. 7. We converted interest and intention into action
  8. 8. Ashley’s Speakeasy
  9. 9. 13K Dinner Parties 98% Unique Menu Combinations 32% Increase in site recipe views
  10. 10. How did we build on our success?
  11. 11. We learned a lot from the content our fans created.
  12. 12. Declared Interest: Gourmet Food Facebook “Auction”Target
  13. 13. We discovered an undervalued route to the audience Declared Interest: Gourmet Food Adjacent Interests: Celebrity News/Popular Music Target
  14. 14. We strengthened our POV beyond just recipes
  15. 15. We discovered an undervalued route to the audience We elevated our top fans to co-curate content with us
  16. 16. …and continuously test & learn
  17. 17. Results • Highest ever campaign recipe views in 2012 • Built the community to +400k strong in a year’s time • Generated double-digit engagement rates
  18. 18. Looking Forward… Spicy Pasta Provencal
  19. 19. Thank You Jennifer LaFrance @jlafrance529 jennifer_lafrance@ mccormick.com Spicy Pasta Provencal
  20. 20. Learn more about past 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

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