Brand Name: Recipezaar
Agency/Site Creator: Amy Rosenthal and Associates (design work) on behalf of Scripps Networks
URL: www.recipezaar.com

What is unusual and effective about this website?
Recipezaar is a massive, community-generated recipe resource; more than 300,000 recipes make it the largest database of its kind on the web. Because of its size and constant flow of UGC, almost every recipe type and topic is covered (or can be covered as quickly as a need is unearthed). What differentiates RZ from other UGC recipe sites is not only its size and ease of use (try the Recipe Sifter for a targeted recipe search), but its community -- the relationships and conversations and real people that create a welcoming, branded home and that keep users coming back long after a search engine directed them here.

How does the website fit into and complement the overall brand strategy for the company?
Recipezaar plays a key role in Scripps Networks Digital's "total category dominance" strategy. SND plans to diversify and continue in-category growth with the goal of capturing the majority of traffic and dollars within the online food space. RZ is an excellent long tail and community complement to our site FoodNetwork.com, the largest in the category, which has a greater focus on our on-air shows, personalities, professional expertise, events, and -- of course -- recipes.

How would you improve this website?
Ongoing site enhancements include continual back-end and consumer-facing enhancements. Our focus is always on search engine relevance and ranking increase, as well as -- on the consumer front -- making it easier to upload content and more fun to collaborate with friend and other cooks. Expect to see more innovation for our premium members as well.
 
Brand Name: Map My Run
Agency: Unknown
URL: www.mapmyrun.com

What is unusual and effective about this website? 
This is my new most-used, favorite site. As a runner in training for the New York Marathon, I had a basic, practical need: to map long-mileage routes in a surprisingly small borough (Manhattan), as precisely as possible. The site helps me map routes from my home, save/share/publish them, find routes others have created and track my runs and training, including pace and calories burned. I can also find and join running groups with similar routes and engage in other community activities (which, admittedly, I haven't done yet). The maps are great (3D/satellite); the site is easy to use and straightforward without being simplistic.

How does the website fit into and complement the overall brand strategy for the company?
This company targets fitness and training (biking, hiking, walking, triathlons, etc.), blending functionality -- particularly mapping -- and community. Running information and tools, including the targeted advertisers that come with this niche audience, are clearly in the sweet spot.
 
How would you improve this website?
Some of the functionality is still a bit wonky (I've gotten stuck trying to end a route). I'd like more ability to "undo" actions and parts of routes. Design could be streamlined. Overall, though, a very usable and helpful site. 

Jody Jones is senior vice president of programming for SN digital at Scripps Networks.