Achieving Scalable Intimacy

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An old school approach to the new practice of social marketing. Includes a detailed description of the "Content Hub" every brand needs to take advantage of the medium, and that anyone can create with a half-hour of focused effort.

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Achieving Scalable Intimacy

  1. 1. february 4, 2010<br />achieving scalable intimacy<br />@miketrap | @hollandmark<br />
  2. 2. EnzoGallucci<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  3. 3. Selling with intimacy.<br />
  4. 4. Business was good.<br />
  5. 5. Domenic Gallucci<br />Enzo’s Italian Bread. <br />We’re from the neighborhood.<br />@miketrap | @hollandmark<br />
  6. 6. Selling with scale.<br />Enzo’s Italian Bread. <br />We’re from the neighborhood.<br />@miketrap | @hollandmark<br />
  7. 7. Business was really good.<br />
  8. 8. “VaFangool!”<br />@miketrap | @hollandmark<br />
  9. 9. where we are<br />users are in control<br />they talk to and trust each other<br />they want something authentic<br />they expect to be treated like people<br />they want to be listened to<br />They want intimacy.<br />You need to deliver it at scale.<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  10. 10. promise of social media<br />Scalable Intimacy<br />More intimate relationships than are possible through broadcast media, at sufficient scale to impact the enterprise.<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  11. 11. what it takes<br />listen to what people have to say<br />invest in relationships<br />contribute to the conversation<br />deliver something of value<br />reach out, make new friends<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  12. 12. your brand online<br />“Kudos to Zipcar! As promised, they pulled their cars from the dangerous and disgusting Geary/Shannon lot. Nice to see follow-through, guys.”<br />“It&apos;s a convenience service, people. I rented a zipcar to play a show in Waltham. In the snow. Awesome idea, and it worked perfectly.”<br />“Some 10,500 employees <br />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.” <br />Not just here.<br />“ilovvvvvvvvvvvvvvvvvvvvzipcar.”<br />©2009 holland-mark. All rights reserved.<br />
  13. 13. relative importance<br />©2009 holland-mark. All rights reserved.<br />
  14. 14. relative importance<br />©2009 holland-mark. All rights reserved.<br />
  15. 15. every web site…<br />or<br />Island<br />Hub<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  16. 16. A “content hub” is a collection of content and conversation around a topic of common interest. <br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  17. 17. Both the heart of a distributed network of information, and a destination for those that share the interest it supports. <br />©2009 holland-mark. All rights reserved.<br />
  18. 18. why it works<br /> People are very good at filtering unwanted noise<br /> People are very good at finding the information they want<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  19. 19. content marketing<br />decide which people.<br />figure out what they want.<br />give it to them...<br />where they want it.<br />ask for what you want.<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  20. 20. content strategy<br />What Target Prospects Want<br />What Serves Your Interests<br />What You Need To Deliver<br />20<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  21. 21. once it’s built…<br />everyone on team has access to a personal listening station to keep up on category news, the most influential bloggers, brand buzz, and your content<br />some people produce and distribute original content – long form, real-time, images, or video – simply by e-mailing it to a single, common address<br />one person selectively shares this content across the web, to build relationships among influential users, and deliver leads to the sales team<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  22. 22. ©2009 holland-mark. All rights reserved.<br />
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  28. 28. need to make it simple<br />©2009 holland-mark. All rights reserved.<br />
  29. 29. community manager role<br />real-time engagement<br />blog tagging & cleanup<br />blog commentary & outreach<br />internal content dev & acquisition<br />as little as half hour per day<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  30. 30. executive summary<br />focus on achieving scalable intimacy<br />more Enzo, less Domenic<br />recognize that your brand is really out there<br />create and curate content your target wants<br />start with a simple content hub<br />takes focus, but not as hard as it looks<br />©2009 holland-mark. All rights reserved.<br />@miketrap | @hollandmark<br />
  31. 31. Ten Steps to Build a Basic Content Hubhttp://tinyurl.com/contenthub<br />michaeltroiano<br />principal, holland-mark<br />http://scalableintimacy.com<br />mike@holland-mark.com | @miketrap | 805.tro.iano <br />@miketrap | @hollandmark<br />

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