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| Page 1 of 1 | Previous | Next | CHRIS KOCH JULY 29, 2011 How social media muteness endangers your company: The crisis at McKinsey McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. The trouble started when the McKinsey Quarterly published an article in early June entitled How US health care reform will affect employee benefits, based on a survey the firm did about what will happen to employer-sponsored health care insurance coverage when the President’s health care law goes into effect in 2014. textbook example of pragmatic thought leadership. And so it did. | CHRIS KOCH OCTOBER 7, 2011 7 reasons why social media success has nothing to do with social media This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements. But when the panel was over, I realized something scary: Most of the success factors we wound up talking about had nothing to do with social media. Social doesn’t happen in B2B without a culture change. 30% said yes. | | | | | |
| CHRIS KOCH FEBRUARY 18, 2011 Eight attributes of a thought leader Social media are growing up. The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Meanwhile, trust in “credentialed experts” and “company technical specialists” is rising—we’re getting so desperate we even want to hear from the CEO. Clearly, there’s a growing hunger for thought leadership in social media. Relevant experience. Presence. Rapport. Curiosity. Synthesis. | CHRIS KOCH MAY 6, 2011  How to measure influence in social media marketing Image via Wikipedia. Measuring influence is the new obsession in the social media world—adding another layer of anxiety to the dark cloud of existential dread that is marketing ROI. Social media present us as individuals seeking status within a community, which is something that humans have been working at since our days as monkeys. But we need validation that it is happening. The monitors. | CHRIS KOCH MAY 13, 2011 Social media’s Hallmark Moment: the Twitter Auto DM I take a perverse pleasure in reading my Twitter DMs, 99% of which are of the automated variety, looking for the heartfelt sentiment that goes out to me and thousands of other close personal friends every day from people I’ve started following. try to imagine the impulses that motivate the writers behind these parsimonious hanging chads of fake individualized attention. Technology is wonderful isn’t it? It allows us to divide the equivalent of a single “Have a nice day” into thousands of infinitesimally smaller investments of effort and goodwill. hope you enjoy that.”. What do you do?” | CHRIS KOCH SEPTEMBER 29, 2011 9 attributes of the best thought leadership content Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. The best thought leadership pieces are bold and attack conventional wisdom. Differentiated. No “me too” ideas allowed. Relevant. Timely. Has a narrative. Demonstrates mastery. | | | | | | | |
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CHRIS KOCH | FRIDAY, MARCH 4, 2011  What the slow death of B2B publishing means for marketers
This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Marketers always struggle with what to do next. There so many channels out there and so little time. But if you step back and think about where the real opportunity is for B2B marketers, it is idea marketing. Start with a good idea and the channel questions will resolve themselves. B2B buyers are tired of marketing, but they’re not tired of ideas. The business model is broken. Half your ad dollars wasted? MORE >> -
CHRIS KOCH | FRIDAY, MARCH 18, 2011 3 ways to link marketing to revenue without metrics
I’m looking forward to our annual ITSMA spring road trip. This time, I’ll be speaking about how to tie thought leadership to revenue, starting in Santa Clara, CA next Wednesday, and in New York and Newton, MA the following week. Hope you can join us. Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. Alas, no such magic metric exists. We’re focusing on the wrong things. MORE >> -
CHRIS KOCH | FRIDAY, AUGUST 5, 2011 4 Reasons Why Facebook Stinks for B2B Marketing
Recently, I was preparing a workshop on social media for an ITSMA client. The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay? We don’t see the value of it for B2B and we want it off the table. Every time we talk about it, we have an endless argument that leads nowhere.”. Seemed a bit harsh, but I had to admit that I had been harboring my own doubts about the value of Facebook for B2B for a long time. m not saying that B2B companies shouldn’t be on Facebook. think every company should be on Facebook. Why not? MORE >> -
CHRIS KOCH | FRIDAY, NOVEMBER 11, 2011 The last of the anti-social marketing tactics
Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV. In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds. Not that the defenses were much more than Maginot Lines to begin with. Agility made possible. Applying thought. MORE >> -
CHRIS KOCH | FRIDAY, MARCH 25, 2011 The prerequisite to effective social media: the idea organization
At the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. Eric Wittlake makes this point in a blog post this week and I heartily agree. But then this got me to thinking, without a commitment to ideas throughout the organization, all these dollars we’re starting to spend on social media will be wasted. MORE >>
- Does integrity make you a social media loser? CHRIS KOCH | FRIDAY, OCTOBER 14, 2011
- How to get employees involved in social media: focus on ideas CHRIS KOCH | FRIDAY, MAY 20, 2011
- The five stages of social media grief—have you passed through them yet? CHRIS KOCH | WEDNESDAY, JUNE 15, 2011
- 6 lessons on how NOT to market to customers CHRIS KOCH | FRIDAY, JULY 22, 2011
- Marketing’s golden opportunity in innovation CHRIS KOCH | FRIDAY, APRIL 22, 2011
- Why you need to turn your customers into stalkers CHRIS KOCH | FRIDAY, JANUARY 21, 2011
- 2011: The year of personal brands CHRIS KOCH | FRIDAY, JANUARY 28, 2011
- Is Twitter “social?” CHRIS KOCH | FRIDAY, SEPTEMBER 23, 2011
- The 2 questions on every buyer’s mind CHRIS KOCH | FRIDAY, SEPTEMBER 9, 2011
- How do you know when you’ve reached the next level in social media? CHRIS KOCH | FRIDAY, APRIL 8, 2011
- We need a chief marketing analytics officer CHRIS KOCH | FRIDAY, FEBRUARY 11, 2011
- Is “social media campaign” an oxymoron? CHRIS KOCH | FRIDAY, DECEMBER 2, 2011
- Koch to S(blank)0s: Drop Dead CHRIS KOCH | FRIDAY, DECEMBER 16, 2011
- 3 factors in winning the social media horse race CHRIS KOCH | TUESDAY, AUGUST 23, 2011
- The crisis of buyer information in B2B and how to fix it CHRIS KOCH | TUESDAY, AUGUST 16, 2011
- Koch to S(blank)0s: Drop Dead CHRIS KOCH | FRIDAY, DECEMBER 16, 2011
- Is “social media campaign” an oxymoron? CHRIS KOCH | FRIDAY, DECEMBER 2, 2011
- 9 attributes of the best thought leadership content CHRIS KOCH | THURSDAY, SEPTEMBER 29, 2011
- The crisis of buyer information in B2B and how to fix it CHRIS KOCH | TUESDAY, AUGUST 16, 2011
- 3 factors in winning the social media horse race CHRIS KOCH | TUESDAY, AUGUST 23, 2011
- The 2 questions on every buyer’s mind CHRIS KOCH | FRIDAY, SEPTEMBER 9, 2011
- Is Twitter “social?” CHRIS KOCH | FRIDAY, SEPTEMBER 23, 2011
- 7 reasons why social media success has nothing to do with social media CHRIS KOCH | FRIDAY, OCTOBER 7, 2011
- Does integrity make you a social media loser? CHRIS KOCH | FRIDAY, OCTOBER 14, 2011
- The last of the anti-social marketing tactics CHRIS KOCH | FRIDAY, NOVEMBER 11, 2011
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