scalable intimacy: social marketing 101

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Scalable Intimacy: Social Marketing 101

APRIL, 2014 • @MIKETRAP

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Enzo Gallucci

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Selling with intimacy.


Business was good.

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Domenic Gallucci

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


Selling with scale.

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


Business was really good.

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“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

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


promise of social media

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SCALABLE INTIMACY

more intimate relationships than are possible through traditional

media, at sufficient scale to impact the enterprise.


enabler is worthwhile content

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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.

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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

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

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. ©2012 @MIKETRAP. ALL RIGHTS RESERVED.

content strategy

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what target prospects

want

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

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listening & curate

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create your own simply

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engage in comments

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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.

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engage in real time

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all about activation

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social marketing is social

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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

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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.

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thank you. @miketrap

Find more at miketrap.com

scalable intimacy: social marketing 101

Business

content specic

worthwhile content

curate worthy content

elevation of beer

beer drinkers

session beer

scalable intimacy

social media