It’s no secret that social media offers greater access to millennials, whose tendency to spend and share makes them an ideal audience. But what do you do when your product doesn’t have Gen Y kicking down your door just yet? If you’re McCormick, you rebrand, revamp, and find a new way to appeal to them.

To draw this audience to their McCormick Gourmet Collection, Jennifer LaFrance, Senior Manager of Digital Marketing and Social Media, and her team focused on listening to and learning about their ideal customer. And in the world of word of mouth, knowing and understanding your customer leads to bigger and better conversations.

In her presentation at SocialMedia.org‘s BlogWell conference in Chicago, Jennifer talks about how they took those efforts and rolled out a web contest designed to encourage their fans to do what they love: share.

In her presentation you’ll also learn:

  • How to track the word of mouth metrics that matter
  • How to amplify your fans’ word of mouth
  • What Ryan Gosling has to do with gourmet cooking

McCormick: The Gourmet Dinner Party Chain — presented by Jennifer LaFrance from SocialMedia.org on Vimeo.

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