Social Marketing 101
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Social Marketing 101

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The basic concepts of social / content / inbound marketing.

The basic concepts of social / content / inbound marketing.

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Social Marketing 101 Social Marketing 101 Presentation Transcript

  • social marketing 101 SUFFOLK ALUMNI • OCTOBER 25, 2012 ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 1
  • Enzo Gallucci ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 2
  • Selling with intimacy. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
  • Business was good. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 4
  • Domenic Gallucci Enzo’s Italian Bread. We’re from the neighborhood. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 5
  • Selling with scale. Enzo’s Italian Bread.We’re from the neighborhood. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 6
  • Business was really good. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 7
  • “Va Fangool!” ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 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 They want intimacy. You need to deliver it at scale. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 9
  • promise of social media SCALABLE INTIMACYmore intimate relationships thanare possible through traditional media, at sufficient scale to impact the enterprise. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 10
  • enabler is worthwhile content1.  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. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 11
  • why it worksPeople are verygood at filteringunwanted noise …and at finding the information they want. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 12
  • ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 13
  • ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 14
  • ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 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 ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
  • distributed model80%of the attention your content gets is off-site. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 17
  • content strategywhat target what you what servesprospects need to your want deliver interests ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. ©2012 @MIKETRAP. 18
  • ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 19
  • 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 activation distribution and conversionengagement outreach and participation creation original content development curation culling third-party content listening monitor the conversation ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 21
  • listening station ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 22
  • engage in real-time ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 23
  • create your own simply ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 24
  • engage in real time•  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. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 25
  • engage in real time ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 26
  • activate your social equity ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 27
  • social marketing is social ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 28
  • results•  launched in January•  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•  bottles now in >1,600 retail locations ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 29
  • @notchbrewing ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 30
  • Executive Summary•  It’s about scalable intimacy. –  more Enzo, less Domenic•  Join the party. Mingle. Listen.•  Create – or just curate – worthy content.•  Engage, and build relationships.•  Activate to create business value. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 31
  • thank you. @miketrap