scalable intimacy: social marketing 101

Scalable Intimacy: Social Marketing 101

APRIL, 2014 • @MIKETRAP

Enzo Gallucci

Selling with intimacy.

Business was good.

Domenic Gallucci

Enzo’s Italian Bread. We’re from the neighborhood.

Selling with scale.

Enzo’s Italian Bread. We’re from the neighborhood.

Business was really good.

“Va Fangool!” 8

where we are •  users are in control •  they talk to and trust each other •  they want something authentic •  they expect to be treated like people •  they want to be listened to

They want intimacy. You need to deliver it at scale.

promise of social media

SCALABLE INTIMACY

more intimate relationships than are possible through traditional

media, at sufficient scale to impact the enterprise.

enabler is worthwhile content

1.  decide who you’re talking to.

2.  listen to learn how you can help them.

3.  deliver content that does so.

4.  build a relationship over time.

5.  ask for what you want.

why it works

People are very good at filtering unwanted noise

…and at finding the information they want.

common elements

•  valuable, objective content

•  consistent perspective / point-of-view

•  available across open social networks

•  dialogue-oriented

•  shaped by community participation

•  sustained over time

distributed model

80% of the attention your content gets is off-site.

content strategy

what target prospects

what serves your

interests

what you need to deliver

Notch content strategy

•  “Rapport” content with beer drinkers and brewers. •  Content specific to Notch and the local beer market. •  Content that elevates Session beer as a category. •  Content related to innovative beer styles, techniques

and exceptional craft. •  Content related to responsible consumption of alcohol

appreciation and elevation of beer as a beverage.

essential functions

distribution and conversion activation

outreach and participation engagement

original content development creation

culling third-party content curation

monitor the conversation listening

listening & curate

create your own simply

engage in comments

engage in communication

•  Follow craft beer bars •  Follow everyone who follows craft beer bars •  Follow everyone well-followed people follow •  Follow back everyone who follows you •  Entertain. Inform. Promote. In that order.

engage in real time

all about activation

social marketing is social

results

•  launched in January, 2010 •  2,000+ Twitter followers by August •  taps in 15 of the hottest Boston brew pubs •  requests from NY, ME, NC, CT, FL… •  test run sold out in 4 months •  now the fastest growing brand in their

wholesaler network

Yes we can.

Executive Summary

•  It’s about scalable intimacy. –  more Enzo, less Domenic

•  Join the party. Mingle. Listen.

•  Create – and curate – worthy content.

•  Engage, and build relationships.

•  Activate to create business value.

thank you. @miketrap

Find more at miketrap.com

scalable intimacy: social marketing 101

content specic

worthwhile content

curate worthy content

elevation of beer

beer drinkers

session beer

scalable intimacy

social media

Business

intimacy with god derek...

intimacy 101 a primer[1]

wired for intimacy

the intimacy

intimacy book

intimacy keynote

community detection for emerging networks · foursquare the...

intimacy p point

chapter 10 1 intimacy. 2 what do we mean by intimacy?

intimacy vs isolation

intimacy and grief

intuition and fretboard intimacy-approaching improvisation...

intimacy relationship fidelity

networked intimacy

scalable architecture 101

intimacy with god

middleware for scalable real-time multimedia...

love & intimacy

intimacy & teens

ch3 intimacy