Title of Post: Weber is Always Cookin’ Up Something New to Engage With Their Community
Organization Name: Weber-Stephen Products LLC & Weber-Stephen Canada Co.
Industry: Sports & Recreation
Web references: Weber on Facebook, CNW, Weber Grill Academy
Weber-Stephen Products LLC started in 1952 when the company’s founder, George Stephen, invented the Weber® Kettle in his backyard. Since then, Weber-Stephen Products LLC, has become a world leader in the manufacturing of charcoal, gas and electric grills as well as cookbooks and accessories.
But for Weber, the grill should not just be a part of life, rather, it should be a way of life. In the 63 years since the company began, they have built a world-wide reputation, not only as as a leading manufacturer, but as a resource for all things BBQ.
The Weber Grill Academy
The Weber Grill Academy offers individuals an opportunity to get up close and personal with a Weber Grill Expert. Available 18 countries around the world, the academy offers public and private courses in everything from beginning “Backyard Basics” to more advanced techniques including “Smokin’ low and slow”.
The Community – Weber Nation
Whether you’re a veteran grill master or new to the fine art of barbecuing, there is something for everyone in Weber Nation, a dedicated community portal for everything BBQ. Members can share stories, post their favourite recipes, enter contests and be a part of the grilling community.
The App – Weber’s on the Grill™
Weber has an app for both Apple® and Android™ devices. The apps provide users with access to over 280 classic recipes as well as 40 recipes for rubs, marinades and sauces.
Users can create shopping lists as well as share their favourite recipes with friends and family.
The Opening of a Canadian Office
In 2014, the company opened their first Canadian headquarters in Vaughan, Ontario and with the opening, came the beginning of a Canada focused social strategy.
The team at Weber Canada has measured their social media success through reach and engagement. By looking at the analytics on their Facebook page, the team can decide which posts are performing better than others and use that information to improve their strategy and that strategy includes running contests, or boosting posts.
Lindsay Ireland – Marketing Associate at Weber-Stephen Canada
Lessons for others
It seems that Weber has quite the recipe to build a strong ROI when it comes to social media and their key ingredient is community engagement. Although they are a world-renowned manufacturer of high quality BBQ products and accessories, Weber, has built a strong community around their brand by focusing in the how’s and why’s of the way customers use your products. Weber has an understanding of their community and that its members want more than a BBQ, they want the tools that will help them to create memories – warm summer nights and time with friends and family over a memorable meal.
The key take away from this case study is that if you want a good ROI on your social media efforts, you must engage with your customers as a community individuals with similar interests, offering valuable content that keeps them connected and engaged.
Submitted By: Danielle Bozzo
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