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.

Business was good.
4

Domenic Gallucci
5
Enzo’s Italian Bread.
We’re from the neighborhood.

Selling with scale.
6
Enzo’s Italian Bread.
We’re from the neighborhood.

Business was really good.
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“Va Fangool!”
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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.

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.

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.

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

distributed model
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80%of the attention your content gets is oﬀ-site.

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
content strategy
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what target
prospects
want
what serves
your
interests
what you
need to
deliver

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.

essential functions
distribution and conversionactivation
outreach and participationengagement
original content developmentcreation
culling third-party contentcuration
monitor the conversationlistening
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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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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

Scalable Intimacy: Social Marketing 101

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