Social Marketing 101

social marketing 101
SUFFOLK ALUMNI • OCTOBER 25, 2012

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 1

Enzo Gallucci


Selling with intimacy.

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Business was good.


Domenic Gallucci

Enzo’s Italian Bread.
We’re from the neighborhood.


Selling with scale.

Enzo’s Italian Bread.
We’re from the neighborhood.


Business was really good.


“Va Fangool!”

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.


promise of social media

SCALABLE INTIMACY

more intimate relationships than
are possible through traditional
media, at suﬃcient scale to
impact the enterprise.


enabler is worthwhile content

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.


13

14

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


distributed model

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


content strategy

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

©2012 @MIKETRAP. 18

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

activation distribution and conversion

engagement outreach and participation

creation original content development

curation culling third-party content

listening monitor the conversation


listening station


engage in real-time


create your own simply


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.


engage in real time


activate your social equity


social marketing is social


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


@notchbrewing


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.


Social Marketing 101

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