Our Work
Mixing Bowl Public Profile
Go to the public profile on Facebook
Background
MixingBowl.com, a Better Homes and Garden web property, is an online community dedicated to the sharing of recipes and cooking advice for amateur chefs across America. The website offers a wealth of multimedia content and regular contests for its registered members. Buddy Media worked with MixingBowl.com to develop a strategy for the organic spread of recipes and culinary information through the social functionality of a Facebook Public Profile.
Buddy Media was tasked with creating a Facebook Public Profile that would house a variety of interactive content designed to get Facebook users talking about MixingBowl.com brand and ultimately drive qualified traffic to the brand’s website.
Objectives
- Design and optimize MixingBowl.com Facebook Public Profile with the Buddy Media Social Page Management System
- Provide a gateway to MixingBowl.com to catalyze organic growth of an online community of amateur chefs
- Increase awareness of MixingBowl.com through organic distribution of multimedia content
- Increase MixingBowl.com community by offering users a way to inform friends about the latest recipes available at MixingBowl.com
Solution
The Buddy Media development team leveraged the robust capabilities of the Buddy Media Social Page Management System to create a dynamic, interactive experience for cooking enthusiast and fans of MixingBowl.com brand on the Facebook social network. Once the user interface was optimized for simple and intuitive navigation, the design template was implemented on a custom Public Profile Tab filled with interactive and engaging content.
A variety of social modules were added to the page to give MixingBowl.com advocates the opportunity to spread positive word of mouth about the website to their friends. The “Send a Sweet” module encouraged users to send a variety of baked ‘virtual’ goods to friends, along with the recipes used to prepare the featured cakes and pastries. Graphical polls allowed users to weigh in on the recipes and cooking techniques. To increase awareness and grow user base, each module included Facebook Publisher capabilities, so users could post content to their profiles or a friend’s Wall – with stories about the activity posted to the Facebook Newsfeed. In addition, MixingBowl.com’s ‘Latest Scoop’ Newsfeed kept users updated on the latest recipes and blogposts featured on the website, while allowing users to share the content via Facebook publishing and Twitter posts.
While the primary goal of the campaign was to raise awareness for MixingBowl.com brand, the Public Profile had a secondary goal of driving qualified traffic to the brand’s website for contest entries and MixingBowl community registration. A graphic promotional module was given prominent real estate on the page to incent the flow of traffic to MixingBowl.com website. The Facebook Public Profile is just the first phase in the MixingBowl.com social media campaign. A customized Facebook application, to be launched before the summer ends, will further engage the social community with interactive content targeted amateur chefs around the U.S.
