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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Scalable Intimacy:
Social Marketing 101
APRIL, 2014 • @MIKETRAP
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Enzo Gallucci
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Selling with intimacy.

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Business was good.
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Domenic Gallucci
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Enzo’s Italian Bread.
We’re from the neighborhood.

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

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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.

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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.

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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.

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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

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

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content strategy
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what target
prospects
want
what serves
your
interests
what you
need to
deliver

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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.

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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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Yes we can.

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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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32. thank you.
@miketrap
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