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.

1. february 4, 2010 achieving scalable intimacy @miketrap | @hollandmark

2. EnzoGallucci ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

3. Selling with intimacy.

4. Business was good.

5. Domenic Gallucci Enzo’s Italian Bread. We’re from the neighborhood. @miketrap | @hollandmark

6. Selling with scale. Enzo’s Italian Bread. We’re from the neighborhood. @miketrap | @hollandmark

7. Business was really good.

8. “VaFangool!” @miketrap | @hollandmark

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. ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

10. promise of social media Scalable Intimacy More intimate relationships than are possible through broadcast media, at sufficient scale to impact the enterprise. ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

11. what it takes listen to what people have to say invest in relationships contribute to the conversation deliver something of value reach out, make new friends ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

12. your brand online “Kudos to Zipcar! As promised, they pulled their cars from the dangerous and disgusting Geary/Shannon lot. Nice to see follow-through, guys.” “It's a convenience service, people. I rented a zipcar to play a show in Waltham. In the snow. Awesome idea, and it worked perfectly.” “Some 10,500 employees 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.” Not just here. “ilovvvvvvvvvvvvvvvvvvvvzipcar.” ©2009 holland-mark. All rights reserved.

13. relative importance ©2009 holland-mark. All rights reserved.

14. relative importance ©2009 holland-mark. All rights reserved.

15. every web site… or Island Hub ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

16. A “content hub” is a collection of content and conversation around a topic of common interest. ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

17. Both the heart of a distributed network of information, and a destination for those that share the interest it supports. ©2009 holland-mark. All rights reserved.

18. why it works People are very good at filtering unwanted noise People are very good at finding the information they want ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

19. content marketing decide which people. figure out what they want. give it to them... where they want it. ask for what you want. ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

20. content strategy What Target Prospects Want What Serves Your Interests What You Need To Deliver 20 ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

21. once it’s built… 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 some people produce and distribute original content – long form, real-time, images, or video – simply by e-mailing it to a single, common address one person selectively shares this content across the web, to build relationships among influential users, and deliver leads to the sales team ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

22. ©2009 holland-mark. All rights reserved.

28. need to make it simple ©2009 holland-mark. All rights reserved.

29. community manager role real-time engagement blog tagging & cleanup blog commentary & outreach internal content dev & acquisition as little as half hour per day ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

30. executive summary focus on achieving scalable intimacy more Enzo, less Domenic recognize that your brand is really out there create and curate content your target wants start with a simple content hub takes focus, but not as hard as it looks ©2009 holland-mark. All rights reserved. @miketrap | @hollandmark

31. Ten Steps to Build a Basic Content Hubhttp://tinyurl.com/contenthub michaeltroiano principal, holland-mark http://scalableintimacy.com mike@holland-mark.com | @miketrap | 805.tro.iano @miketrap | @hollandmark