What the Future of Computing in Food / Home Entertaining Looks Like for AllRecipes.com

Esmee Williams is the VP of Brand Strategy for AllRecipes.com, the largest online community for food and home entertainment.  How they achieved that position, what they’re doing in social media, how they measure their ROI and what they see coming up is what we’ve had the pleasure to discuss with Esmee in this series of podcast episodes, all part of the ROI of Social Media series.  In our last episode, Esmee shared how they work with the brands from various Consumer Packaged Goods (CPG) companies to support efforts to connect with the AllRecipes community on their site.

In this episode, Esmee tells us that in the food world people tend to use traditional media because the format (print) is ideal for use in the kitchen and for casual reading – the typical consumption pattern for food and entertainment content.  Esmee and the team are keeping an eye on devices like the iPad and how they impact that model.  What Esmee sees is that there are two modes of use the device bridges – one mode of usage is the casual reading we just covered and the other is when a user makes a search on specific ingredients, usually indicating they are looking to prepare a meal for those ingredients.  Both are common with their member / user base and they want to make sure they address the different user models regardless of platform.