0
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Scalable Intimacy:
Social Marketing 101
APRIL, 2014 • @MIKETRAP
1
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Enzo Gallucci
2
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Selling with intimacy.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Business was good.
4
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Domenic Gallucci
5
Enzo’s Italian Bread.
We’re from the neighborhood.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Selling with scale.
6
Enzo’s Italian Bread.
We’re from the neighborhood.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Business was really good.
7
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
“Va Fangool!”
8
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
where we are
•  users are in control
•  they talk to and trust each other
•  th...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
promise of social media
10
SCALABLE INTIMACY
more intimate relationships than
a...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
enabler is worthwhile content
11
1.  decide who you’re talking to.
2.  listen t...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
why it works
People are very
good at filtering
unwanted noise
…and at finding
the...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
13
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
14
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
common elements
•  valuable, objective content
•  consistent perspective / poin...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
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
...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 19
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Notch content strategy
•  “Rapport” content with beer drinkers and brewers.
•  ...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
essential functions
distribution and conversionactivation
outreach and particip...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
listening & curate
22
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
create your own simply
23
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
engage in comments
24
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
engage in communication
•  Follow craft beer bars
•  Follow everyone who follow...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
engage in real time
26
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
all about activation
27
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
social marketing is social
28
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
results
•  launched in January, 2010
•  2,000+ Twitter followers by August
•  t...
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 30
Yes we can.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Executive Summary
•  It’s about scalable intimacy.
–  more Enzo, less Domenic
•...
thank you.
@miketrap
Find more at miketrap.com
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Scalable Intimacy: Social Marketing 101

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Leveraging social media starts with an understanding of why it's important, and ends with a focus on building and leveraging the relationships that drive business.

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  • Mr David get back to me through my private email ( mohammed1ament@outlook.com ) then i can send you the proposal.
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Transcript of "Scalable Intimacy: Social Marketing 101"

  1. 1. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Scalable Intimacy: Social Marketing 101 APRIL, 2014 • @MIKETRAP 1
  2. 2. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Enzo Gallucci 2
  3. 3. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Selling with intimacy.
  4. 4. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Business was good. 4
  5. 5. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Domenic Gallucci 5 Enzo’s Italian Bread. We’re from the neighborhood.
  6. 6. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Selling with scale. 6 Enzo’s Italian Bread. We’re from the neighborhood.
  7. 7. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Business was really good. 7
  8. 8. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. “Va Fangool!” 8
  9. 9. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 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.
  10. 10. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. promise of social media 10 SCALABLE INTIMACY more intimate relationships than are possible through traditional media, at sufficient scale to impact the enterprise.
  11. 11. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 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.
  12. 12. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. why it works People are very good at filtering unwanted noise …and at finding the information they want. 12
  13. 13. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 13
  14. 14. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 14
  15. 15. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 15
  16. 16. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. common elements •  valuable, objective content •  consistent perspective / point-of-view •  available across open social networks •  dialogue-oriented •  shaped by community participation •  sustained over time
  17. 17. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. distributed model 17 80%of the attention your content gets is off-site.
  18. 18. ©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
  19. 19. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 19
  20. 20. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 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.
  21. 21. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. essential functions distribution and conversionactivation outreach and participationengagement original content developmentcreation culling third-party contentcuration monitor the conversationlistening 21
  22. 22. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. listening & curate 22
  23. 23. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. create your own simply 23
  24. 24. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. engage in comments 24
  25. 25. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 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
  26. 26. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. engage in real time 26
  27. 27. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. all about activation 27
  28. 28. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. social marketing is social 28
  29. 29. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 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
  30. 30. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 30 Yes we can.
  31. 31. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 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
  32. 32. thank you. @miketrap Find more at miketrap.com
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