Scalable Intimacy Branding in the Age of Social Media ©2009 Michael Troiano. All rights reserved.

“ If all of Coke’s plants were burned to the ground, if every one of its employees were to quit, if all of its retail distribution was lost to competitors, if every single remaining tangible asset was sold, the person who owned the rights to the Coke name and trademark could go to any bank in the world… and borrow money to completely rebuild the company.” Brand Aid Brad VanAuken

A “Brand” is not the stimulus … … but the collective emotional response .

Your Brand Online Not here. ©2009 Michael Troiano. All rights reserved. “ i lovvvvvvvvvvvvvvvvvvvv zipcar.” “ It's a convenience service, people. I rented a zipcar to play a show in Waltham. In the snow. Awesome idea, and it worked perfectly.” “ Some 10,500 employees of the City of Seattle will now have access to a car at the office for personal errands or business trips, thanks to a new partnership with car-sharing provider Zipcar.” “ Kudos to Zipcar! As promised, they pulled their cars from the dangerous and disgusting Geary/Shannon lot. Nice to see follow-through, guys.”

So are Marketing people stupid? ©2009 Michael Troiano. All rights reserved.

Industrial Scale Cuts Unit Cost ©2009 Michael Troiano. All rights reserved.

Uniform Demand = Profit ©2009 Michael Troiano. All rights reserved.

Products became commodities. Value shifted to relationships . ©2009 Michael Troiano. All rights reserved.

Emotional Connection = Profit ©2009 Michael Troiano. All rights reserved.

Intimacy requires dialog. ©2009 Michael Troiano. All rights reserved.

The Promise of Social Media ©2009 Michael Troiano. All rights reserved. Scalable Intimacy More intimate relationships than are possible through broadcast media, at sufficient scale to impact the enterprise

“Sufficient Scale” of What? Reach? Result.

Can You Get There? 24,000 Conversations in 5 hours Avg. 70 followers = 1,680,000 “Impressions”

Can You Get There? What’s the sales impact of 1.7 million affluent, educated, metropolitan early adopters being exposed to each other’s positive and negative views of a brand?

Remember… Brand is the response , not the stimulus Economies of scale drove mass media Relationships needed to differentiate Social networks promise intimacy … At a scale to impact the enterprise. ©2009 Michael Troiano. All rights reserved.

Brand is the response , not the stimulus

Economies of scale drove mass media

Relationships needed to differentiate

Social networks promise intimacy …

At a scale to impact the enterprise.

Thank you. http://scalableintimacy.com [email_address] twitter: @miketrap