Invite everyone (fans, partners, and even competitors) to your word of mouth conversation and something amazing happens: The conversation becomes much more interesting, robust, and buzzworthy.

That’s what Social Media Director Kate Gold and Online Editor Sarah De Heer of Food Network learned from their word of mouth campaign called “The Communal Table.” They brought together an enormous conversation about Thanksgiving by asking everyone to #pullupachair and talk about what they would bring to the Thanksgiving table for a huge recipe swap.

In their presentation, Kate and Sarah share what they learned from this campaign and how they have kept the word of mouth going. They also cover:

  • Why they weren’t afraid to invite their competition
  • How they set this up potluck-style
  • Why they gave partners little to no guidelines

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