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Do you like the idea of an online community devoted to cooking? You must -- you're reading Slashfood. There's a new site you may want to add to your bookmarks: Mixing Bowl.
Mixing Bowl has just been launched by Meredith, the same corporation that owns Better Homes and Gardens. Mixing Bowl is a community hub devoted to cooking. All skill levels, interests and needs are welcomed and seem to be encouraged. Cruising the site, I noted heavy populations of "dinner in a hurry" working folk, healthy eaters and those who are trying to be, and baking enthusiasts bent on destroying the efforts of the healthy eaters (the most active group when I was on the site was "I Only Eat Sweets," which won my heart instantly). Cooks are organized into groups, which once you log in (free, and your Better Homes and Gardens log-in doesn't work, or at least mine didn't) you can join. Two categories I liked were cooking for beginners and cooking for two; both areas that can be underserved for individuals looking for that content.
But you don't have to join a group to benefit from joining the site. The primary activity is the posting of recipes, all of which are offered in the save/share/print format that pleases recipe hoarders such as myself. When I visited, the most popular were a Mediterranean "salsa" and a ratatouille-inspired roasted vegetable dish. Both recipes reflect how Americans cook and eat, and this is Mixing Bowl's strength. A tour through the other areas of the site reinforces this -- the first contest, which is going on now in case you want to register -- is a Comfort Food Cook Off. Stranded as I am in the northeast during a cold snap, the only idea that sounds better to me than eating lasagna is reading about it.
As I've often stated, cooks are generous people, and Mixing Bowl offers a forum for all kinds of cooks to benefit from this generosity. Until we are able to e-deliver actual pans of brownies to each other to determine whose are the best (mine are, and don't let anyone tell you otherwise :) ), online communities such as Mixing Bowl are a great way for cooks to meet each other outside of a checkout line.
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1-15-2009 @12:46PM ruralurbanite said... This should be interesting to see how they integrate the print media with new media ventures, especially considering that Meredith has had to lay off a lot of workers and close at least one publication (and probably more to come.) Sounds like this is a good start, but unfortunately they seem to have server issues, as I'm having trouble getting Mixing Bowl to load.
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1-15-2009 @2:57PM Toni said... @ruralurbanite - you hit the nail on the head. This is run by a major media player. But what's even more frightening is that the company that built this platform is owned by Gannett... an even LARGER media player. You have to ask yourself.. why would they build a site like this that's non-branded?
AD - SALES
I attended a breakfast sponsored by ripple6 (the company that built and powers this site) this morning and their backend analytics really scares me. It's clear that the site was solely created so brands can come in and track conversations (seriously, they weed out the most active members by tracking who shares recipes on the site and who doesn't), "quick and much cheaper" product testing and to save Meredith's advertising sales.
It's clear, this site was created and ONLY created to help brands reach consumers.. it's unfortunate that with such media players behind the site, a consumer will never even know what hit them or who's watching. This is a sign.. the web is changing.
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1-16-2009 @10:52AM Chris Kieff said... Toni,
I spoke on behalf of Ripple6 at the Social Media Breakfast yesterday and I’d like to clarify your takeaway from the comments.
The Ripple6 technology is designed to put consumers in control of the conversations that happen in our communities. In each instance, they’re empowered to connect with brands if, when and how they want, and in their social networks if they choose. It does not allow brands to invade their inbox.
Our Social Insights and Brand Cloud Communities create opportunities for marketers to connect with consumers on these terms – those determined by consumers. In the programs we’ve done to date, the brands – and especially the consumers involved – have been very pleased and excited to be involved in these two way conversations, rather than a one-way bombardment.
Our Ripple Analytics provides measures on social activity so that Community Managers can get a better understanding of their audience and how to serve them. Things like “What do they find important?” and “How do they Communicate?” All of these measures allow the CM to create a more vibrant and successful community, where they can create connections between members to their mutual benefit, and at their mutual choice.
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1-17-2009 @1:06PM Brandy said... As a foodie and an internet recipe enthusiast, I couldn't wait for Mixing Bowl to launch. Anything that Meredith puts out is top-notch, and the site didn’t disappoint. Many of the groups are truly unique (Hello? "Midwestern Fish & Game" and "Cooking for Dads?" Impressive!) and isn't that what worthwhile media represents -- direct benefit to the user? I love that the site lets you be so specific yet offers so many options. Better Homes and Gardens connection or not, it just may be my new home for recipes.
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1-18-2009 @2:40PM Scrumptious said... This looks like a http://www.grouprecipes.com/ knock-off, only with pastel colors and a brain-piercingly bad layout.
What is this site adding to the social networking/cooking scene?
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2-08-2009 @10:09PM Heather said... Many thanks for your interest in Mixing Bowl, Scrumptious. Once you register on Mixing Bowl, every piece of information that is displayed is relevant to your cooking interests and needs -- so you enjoy a totally customized experience, versus having to wade through tons of information that is completely irrelevant to your lifestyle. Furthermore, we go beyond a typical recipe swap with groups tailored to specific interests (cooking for kids, food and wine pairing, healthy eating, Cajun cooking, gluten-free diets, and much more). In these groups you can meet others with similar interests, exchange recipes, share photos, get tips, post videos, and more.
--Heather Morgan Shott, Senior Editor, MixingBowl.com
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