This Tillamook Cheese Social Media Strategy Makes Me Hungry
Just returned from a terrific meeting in Seattle with our Pinnacle Worldwide agency partners where there was a lot of interesting sharing about social media and how agencies are using it for clients.
Allison McCormick, a partner at Conkling Fiskum & McCormick (CFM), presented an overview of their social media program for Tillamook cheese and it just goes to show that anything can find social love, even cheese.
The basis of the CFM strategy was to use social media to grow a Fan Club and integrate customer engagement with PR, social media and events. Currently, every point of marketing points to the website and its working.
Turns out, a lot of people have a connection with Tillamook cheese. People have memories of factory tours as a child, favorite family recipes, special picnics, football games, you name it! Fans had already started their own social love online with Facebook fan pages, and talking about it on blogs and Twitter.
CFM created an official Tillamook Facebook page and in just over a year have collected more than 23,000 fans. Unlike many companies that want to drive fans to their Facebook page, Tillamook has never offered a FB incentive. It has all been fan driven. Online manager Jake is the personality for the page and he uses humor and authenticity to inspire people to sign up and/or respond to his posts. The profile of the fans is pretty perfect too – primarily women aged 35-44, their target demo.
Go to the @TillamookCheese Twitter page to see a well-branded Twitter profile page. They share recipes, news about contests, answer questions and, as with the Facebook page, link people back to the Tillamook Fan Club site.
At the Fan Club site there are a dizzying number of cheddar-inspired ways to get your cheese on. CFM is focused on relationship development and providing relevant content at this site where more than 4,000 cheese lovers have signed up. Check out the ways fans can engage:
- Post your Tillamook story and you might win a year’s worth of cheese
- Share your cheeesy photos and video
- Pick up some new recipes or submit your own
- Check out the latest Loaf Love ads
- Track the Tillamook Mac & Cheese Recipe Contest and Cook-Off
- Search for restaurants that serve Tillamook
- Take a survey
- Sign up for the monthly newsletter
You really could get lost in cheesy goodness on this site. Kudos to CFM for creating and implementing a social media strategy that fits the brand and gives its fans what they want, a cheddarific experience.
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Thumbs up! We partner with CFM on Tillamook Cheese and they have done fantastic work for our client.