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Scalable Intimacy: Social Marketing 101
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Transcript of 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.
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Business was good.
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Domenic Gallucci
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Enzo’s Italian Bread. We’re from the neighborhood.
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Selling with scale.
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Enzo’s Italian Bread. We’re from the neighborhood.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Business was really good.
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“Va Fangool!” 8
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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.
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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.
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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.
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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
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distributed model
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80% of the attention your content gets is off-site.
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content strategy
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what target prospects
want
what serves your
interests
what you need to deliver
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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.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
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.
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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