The document discusses social marketing and how to achieve scalable intimacy. It advises engaging with customers in real time by listening, curating valuable content, and building relationships over time. The goal is to activate social equity and create business value through worthwhile content and interactions that elevate the brand while serving customer interests. Case studies demonstrate how Notch Brewing successfully launched and grew its business using these social media strategies.

1. social marketing 101
SUFFOLK ALUMNI • OCTOBER 25, 2012
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2. Enzo Gallucci
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3. Selling with intimacy.
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4. Business was good.
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5. Domenic Gallucci
Enzo’s Italian Bread.
We’re from the neighborhood.
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6. Selling with scale.
Enzo’s Italian Bread.
We’re from the neighborhood.
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7. Business was really good.
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8. “Va Fangool!”
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9. 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.
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10. promise of social media
SCALABLE INTIMACY
more intimate relationships than
are possible through traditional
media, at sufficient scale to
impact the enterprise.
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11. 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.
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12. why it works
People are very
good at filtering
unwanted noise
…and at finding
the information
they want.
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16. 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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17. distributed model
80%
of the attention your content gets is off-site.
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18. content strategy
what target what you what serves
prospects need to your
want deliver interests
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20. 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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21. essential functions
activation distribution and conversion
engagement outreach and participation
creation original content development
curation culling third-party content
listening monitor the conversation
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22. listening station
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23. engage in real-time
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24. create your own simply
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25. 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.
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26. engage in real time
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27. activate your social equity
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28. social marketing is social
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29. 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
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30. @notchbrewing
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31. 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.
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32. thank you.
@miketrap