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The power of recipes as content

As smartphones continue to dominate as the go-to tool for millennials, it’s no surprise that smartphones are changing the way we cook.

As smartphones continue to dominate as the go-to tool for millennials, it’s no surprise that smartphones are changing the way we cook.

Millennials are more likely (59 per cent) to cook with a smartphone or tablet and 68 per cent of millennial moms are watching videos while cooking.

For brands, there is huge opportunity to provide content. One third of millennials say they don’t enjoy choosing what to cook and 75 per cent of millennials are interested in more recipes.

How should you leverage recipes for your social media channels? Check out how industry-leading brands are using recipes:

Buzzfeed has tapped into this opportunity with their Tasty channel, which has over 30 million followers with its videos receiving over tens of millions of views. These videos have resonated with audiences as they’re tailored for the Facebook platform as short, no sound required and easy-to follow recipes. My favourite has to be the Tasty video on how-to make Churro Ice Cream bowls! Yum!

Brands like Kraft have been producing recipes and sharing them with customers for decades. Customers actually seek out their website at KraftRecipes.com, which features a huge range of recipes and ideas related to its products. Kraft also adapts its content per platform. On YouTube, Kraft produces longer form video cooking content, like this How to Make Mini Cheesecake. On Twitter, they take advantage of timely events for recipes and beautiful imagery to drive links to their corporate site like with this Zucchini Spaghetti Alfredo for Passover.

I also have to give a shout to Goldfish Canada, which have been posting how-to images and recipes on Facebook. Our client Walmart Canada has also been getting great engagement posting recipes across channels for holidays like Valentine’s Day and Easter.

How can your brand teach millennials how to cook? Drop us a line if you need inspiration.

Posted by
Katie Boland
on 11/04/2016

Who wants to be our biggest fan?

ruckus is about working with great companies that have the guts to create truly amazing stories. Do you have what it takes to be part of our team?

ruckus is about working with great companies that have the guts to create truly amazing stories. We help brands unlock their inner editorial voice and share it with the world in meaningful ways. We are looking for a Manager, Content & Client Development, who thrives in a creative environment where exceptional execution is valued as much as great strategy.  You work collaboratively, think globally and firmly believe that you can advance and transform your client’s businesses.  And you make it happen every day.

Some brands and clients still need, for strategic reasons, a traditional transactional public relations approach focused on mainstream media and direct-to-target audience engagement. Others require a more content oriented approach that engages target audiences, often simultaneously, via social, web, influencers, experiential and paid.  This is the rationale behind ruckus: to strategize, innovate and execute content-oriented storytelling across owned and paid channels. 

What’s the gig:

ruckus is looking for a Manager, Content & Client Development to join our growing entrepreneurial team.  Reporting to the Director of Content Strategy, this position will focus on the art of storytelling and getting our thought leadership into the hands of our target audience.  You will develop content marketing strategies by design, not happenstance.  The role collaborates closely with the firm’s lines of business and practices.

How you can help us grow:

  • You are a magnet and your colleagues/clients will love collaborating with you. You are able to work across a diverse group of peers, practitioners and executive leaders to capture and translate ideas into thought leadership that fuels the demand generation engine.
  • You can take your readers on a journey through creative narratives that explain business value in a simple way. You have killer instincts when it comes to integrating both digital and tangible assets to unfold these stories. Whether you are crafting for a client, business or creative audience, your stories engage and dazzle.
  • You understand the pace, tools, venues, conferences and platforms available to develop and share our points of view, creating engagement and relationships with our target audience.
  • Developing content for the right industry is part of your DNA – you know how to construct and share stories in a way that grabs industry influencer’s attention.  Keeping your fingers on the pulse of the marketplace energizes you as you think about how to syndicate the firm’s thought leadership.
  • You’re excited to grow a business from the ground up.
  • You will work seamlessly with our PR partner APEX to coordinate communications and extend reach.

What you bring to the table:

  • Can translate the expertise of multiple disciplines (e.g. human factors, brand, product, service design, business strategy, engineering, etc.) into client and marketplace relevance.
  • Strong writing and copy editing skills, grounded in a marketing context. When applying, please include examples of work that showcase your creative and business writing and digital portfolio.
  • Fluency in digital, web and emerging technology.
  • Well versed in the language and needs of a robust marketing organization (agency experience an asset).
  • Understand the mechanics of communication and public relations.
  • Strong creative mind-set with a passion for design, innovation and technology; share original and new ideas.
  • Communicate exceptionally through words, pictures and stories and sell an idea/concept into a client
  • Bachelor’s degree and 5 + years of experience in a marketing, publishing and writing function.
  • Ability to thrive in and manage ambiguity; curious, emphatic and energetic.

Not required but really helpful:

  • Intimate knowledge and use of social channels (all of them)
  • Google Ad Words and SEO/SEM
  • Analytics and Metrics (Google, Sysomos, etc.)
  • Knowledge of Photoshop, In Design, Adobe suite of products
  • HTML and CSS
  • Video production skills

We want to meet great people who are interested in working in a start-up environment where culture matters and curiosity is valued. 

Send your resume/info on your ruckus making habits to: gary@wemadearuckus.com

Make engagement your own

Guest blogger,Lauren Chin-You, provides her insights on Dx3 x FITC Community Management Conference (CM1) here in Toronto. CM1 provided lively discussion and reflection on the challenges and successes faced in the growing field.


Engagement. Do you really know what that means? Or is it just an overused buzzword we throw around? Experts gave nine ways to make engagement work for you at the second annual Community Management Conference #CM1TO on May 22 at CBC’s Glenn Gould Studio.

  1. Define it.Clarke de Pastino, VP of Engagement, Ipsos SMX challenged us to define it before sharing his golden rules for keeping communities active, meaningful and most importantly, engaged. Too often we get caught up in managing a community and forget what it’s like to truly be a part of one.

People want to see the impact of their contribution within a community, and be recognized for it. The community relationship works both ways, and putting in some extra time to establish personal connections with followers builds invested interest.

  1. Make the investment. Having thousands of followers on a brand page doesn’t equate engagement. Fans are virtually useless if they aren’t invested in the brand or its content.

As Destin Haynes from HooteSuite mentioned, you want vibrant online communities to inspire and empower audience members. Creating a lasting bond with customers encourages them to become brand ambassadors, which in turn helps you expand into new markets and get in touch on a local level.

Localization goes beyond translating products, it’s about creating the right content to build partnerships—and that starts with listening to your audiences.

  1. Be the link. As the VP of Social Media at Rogers Communications, Keith McArthur knows the most important skill a community manager must have is the ability to listen. Community managers act as the bridge between customers and the corporation and as an advocate for both sides, listening can help them determine what to say and what not to say.

McArthur shared key learnings from Rogers and profiled the importance of knowing your audience’s issues, and being transparent about managing and resolving them to become a better ambassador of customer needs.

  1. Take it to the next level. And customer needs are constantly evolving as Tessa Sproule, Director of Digital Content, CBC noted from a broadcast perspective, the medium is the message but our audience is often the message too

Gone are the days where producers could focus on the show or the brand, today it’s about the fans and how they’ve immersed themselves into the story. To build a passionate community you have to stoke fans’ enthusiasm and follow their lead.

  1. Give it some personality. Engaging with those fans doesn’t mean simply replying either. Responding in a timely and cheeky fashion also helps according to Gregg Tilston, Global Social Media Leader, from Flight Centre Travel Group. Tilston noted within every issue is an opportunity; an opportunity to improve, grow or provide value.
  1. Make the campaign support their content. For YouTube, Bob Cornwall from Google explained building a community means putting the content first and campaign second. Brands have to win moments that matter for their fans, and Cornwall encourages the hero, hub and hygiene formula.
  • Hero. To grab attention, brands release their hero content, also known as the “go big or go home” moment where the goal is to get as many views as possible.
  • Hub. From those views, brands target customers they want to incorporate on another level by creating moments that intersect with their passions and interests –the hub– so they form a connection to the community.
  • Hygiene. And to retain those loyal fans, brands push their hygiene content which focuses on the brand and its products.
  1. Create a pleasant surprise. There are other ways to retain loyal fans (or customers) as well. Mitchell Fawcett, Founder & Agency Director, Motive Communications shared the art of surprising and delighting your customers and the impact it has on your relationship. 

Businesses and brands should always consider what their customers value and what they can offer in relation to this. Going that extra mile to personalize a message or treat helps put you in the forefront of their mind.

These little rewards don’t have to come with an expensive price tag either, Fawcett shared his simple tricks like framing a photo stolen from Instagram or sending a virtual card to celebrate someone’s birthday.

  1. Go the extra mile. When selecting who to surprise and delight, new and loyal customers may top your list but consider influential media as well. A pleasant surprise can open doors and spark a conversation between influencers and brands—if the brand keeps the relationship going.

Blogger Casie Stewart made it clear that when it comes to brands, she’s in it for the long haul. Stewart doesn’t just want a gift in the mail, what she wants is the follow through to show this is a relationship.

Establishing this connection and communicating with an influencer can work wonders for your community. If there ever comes a time when your brand needs support, you know who to leverage, which is exactly what Tangerine did.

  1. Ask them for support.Andrew Zimakas, CMO, Tangerine Bank pinpointed how you can tap into your community for support. During the transition from ING DIRECT to Tangerine, Zimakas and his team turned to their community and brand ambassadors for support.


From cm1.ca: Andrew Zumakis presents on Tangerine’s Re-Brand Strategy

Change can spark uncertainty and Tangerine leveraged these relationships to help the company reassure clients and Canadians that they still uphold the essence of ING DIRECT, just with a different name.

Tangerine also recognized and rewarded their offline community, its employees, for their continued support. Employees are a brand’s biggest advocates, reward them for embodying the brand values and share their voices through your channels. 

We’d love to hear from you if want to jump-start your brand’s social communities and engagement.

Lauren Chin-You is an Account Coordinator at APEX PR where she supports multiple client events and campaigns. You can also find her on Twitter @lchinyou.

Posted by
on 29/05/2014

Snapchat murders Facebook

Video producer and social disrupter Casey Neistat makes a compelling case for why Snapchat should be taken seriously. Very seriously indeed.

Snapchat has had its fair share of doubters and naysayers since emerging on the scene. But when you look at how younger audiences are flocking to it (at the expense of other, larger social channels) it’s tough to argue its importance and value to the larger social ecosystem. What do you think – is it worth a second look?