Chris Koch

JUNE 26, 2009

In my last post, I hope I convinced you why you should establish a personal presence in social media even if your company hasn’t done so yet. That was the why of social media. This time, I’d like to concentrate on the how. I’m going to attempt to explain it by humbly offering my own initiation into social media as a guide. When I despair at ever mastering all the social media tools that exist out there, I remind myself (as I hope you will) that at its core social media is all about communication

Social Media 156

Social Media Social Marketing B2B Marketing Personalization 156

Chris Koch

JUNE 25, 2009

To be successful with social media marketing, we are going to have to become social media guinea pigs. We are accustomed to creating programs and campaigns and then standing back and observing them. Social media will demand involvement that is much more personal. That’s why it’s important for us to start building our expertise in social media today, even if social media isn’t yet at the top of our marketing agenda (and our research shows that among B2B marketers, it is not).

Social Media 100

Social Media Paid Search Agency Social Marketing B2B Marketing 100

Chris Koch

JUNE 17, 2009

It’s marketing 101: don’t hold your needs above those of your customers—and don’t defy the expectations that you set with them. Apple has violated both of those rules this week, and I’m sure they could care less—Apple long ago concluded that their products are so much better that customers will overlook the arrogance with which they treat customers.

Marketing & Strategy 100

Marketing & Strategy Paid Search Agency Tagging Positioning 100

Chris Koch

JUNE 16, 2009

Like many, I’m a late convert to Twitter. I avoided it for defensive reasons. I’m one of those boring people that eats the same thing for lunch almost every day. So I figured I wouldn’t have much to twitter about. I also figured that Twitter would appeal mostly to young people interested in flirting with one another in 140 characters or less.

Twitter 126

Twitter Web 2.0 Social Media Communities 126

Chris Koch

JUNE 5, 2009

I’m continuing the discussion I began in my last post about when a crisis hits a brand. Geoff Dodds, Julie Schwartz and I brainstormed the different responses customers can have to a crisis and the steps you can take to address the problems. Breaking the promise. When a crisis hits, customers make a decision about whether the promise of a brand has been broken and whether the relationship can be repaired.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100