Scalable Intimacy: Social Marketing 101

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Scalable Intimacy:
Social Marketing 101
APRIL, 2014 • @MIKETRAP
1

Enzo Gallucci
2

Selling with intimacy.

Business was good.
4

Domenic Gallucci
5
Enzo’s Italian Bread.
We’re from the neighborhood.

Selling with scale.
6
Enzo’s Italian Bread.
We’re from the neighborhood.

Business was really good.
7

“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
9
They want intimacy.
You need to deliver it at scale.

promise of social media
10
SCALABLE INTIMACY
more intimate relationships than
are possible through traditional
media, at suﬃcient scale to
impact the enterprise.

enabler is worthwhile content
11
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.
12

13

14

15

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
17
80%of the attention your content gets is oﬀ-site.

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
content strategy
18
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 conversionactivation
outreach and participationengagement
original content developmentcreation
culling third-party contentcuration
monitor the conversationlistening
21

listening & curate
22

create your own simply
23

engage in comments
24

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.
25

engage in real time
26

all about activation
27

social marketing is social
28

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
29

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.
31

thank you.
@miketrap
Find more at miketrap.com

Scalable Intimacy: Social Marketing 101

Recommended

More Related Content

Viewers also liked

Viewers also liked (11)

Similar to Scalable Intimacy: Social Marketing 101

Similar to Scalable Intimacy: Social Marketing 101 (20)

Recently uploaded

Recently uploaded (20)

Scalable Intimacy: Social Marketing 101