The Social Media MBA in Practice: An Essential Collection of Inspirational Case Studies to Influence your Social Media Strategy by Christer Holloman

Author:Christer Holloman [Holloman, Christer]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2013-10-08T14:00:00+00:00

14

Hobart – B2B Community Building

Uniting a Community of Bakers from Scratch

This case will discuss “Get Back to Scratch”, Hobart's aggressive venture to unite a professional community through social media. The Get Back to Scratch movement harnessed the passion of professional bakers and chefs by creating an online outlet for peer-to-peer sharing and education, while ultimately positioning Hobart as the brand of choice.

Executive summary

Overview

The Get Back to Scratch movement tapped into the growing passion for, and presence of, scratch-made goods in restaurants, bakeries, schools and grocery stores. To grow the movement organically, Hobart turned to social media.

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