King Arthur Flour Company, Inc. is a 220-year-old, 100% employee owned, flour company in Norwich, Vermont that has found the recipe for social media success. While the company has only 300+employees, their online marketing team has been reaching, engaging and converting people via the web, Twitter, Facebook and YouTube for over three years.
Only this summer did they start an online community where King Arthur Flour afficionados can communicate around their passion of baking and cooking. A sample posting looks like this:
http://marketingaccelerator.files.wordpress.com/2010/12/discussion-on-kaf.png
I learned about King Arthur Flour's competency in the social media space at SAP's 2010 Influencer Summit, where I happened to meet SAP Business ByDesign panelist and customer Steve Cochran (who works in IT for King Arthur Flour). I was at the summit to help social media enable the event and when I saw Steve in the hallway during a break I approached him to get his Twitter handle.
After talking to him for only a few minutes, I was so taken by his passionate account of his company's social media success that I ran to get my Flip camera to record the following video (2:43 minutes):
Here a summary of what I extracted as the key ingredients of King Arthur Flour's (KAF) social media success:
At the end, Steve could not have summed up better what is at the core of social media marketing success: "Think about what's important to your customers".
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