Chris Koch

JULY 16, 2009

Use the customer council to feed an executive education program/forum whereby the content developed within the customer council is presented to a larger audience. Consider pairing one of your top executives with a top executive from a customer to build relationship and shepherd participation in various customer programs.

Peer-to-peer 100

Peer-to-peer Thought Leadership Practices Best Practices 100

Chris Koch

JUNE 18, 2010

In this video of a conference presentation Zane did (don’t bother with the whole thing, just scroll down in the box marked “Chapters” to “Zane’s Cycles”—it’s short and sweet), he offers the bowl to people in the audience and asks them to take from the bowl. To bring this across, he uses a simple metaphor: a bowl full of quarters.

Wikipedia 100

Wikipedia Marketing Management Training Conference 100

Chris Koch

OCTOBER 30, 2009

One is the river of planned content—the conference theme, the presentations, etc.; Right now, I have to believe that the biggest potential for social media within this elite audience is as a tool for expanding the circle of trusted peers that they can call upon when they’re about to make a big purchasing decision. What do you think?

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

DECEMBER 18, 2009

Most marketing channels are focused on broadcasting tightly controlled messages to audiences that have little opportunity to talk back. The first hurdle for B2B marketers in developing a social media strategy is presenting a case for why their companies should be involved in social media at all. Social media is different.

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 100

Chris Koch

NOVEMBER 5, 2010

For example, if the agency-managed interview leads to bad press, the guard dogs can show that they are managing risk for the company by blaming and firing the agency (agencies are used to this and work with many different companies in order to manage the ever-present risk of getting fired). Metrics that favor activity over results.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

FEBRUARY 5, 2010

It is about selling a point of view that educates the audience. Marketers must become publishers, with a process for refining and presenting content through various vehicles (such as conference presentations, white papers, social media, etc.). It is not about positioning your offerings at all. Create a calendar.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

AUGUST 3, 2010

It’s worth our time to develop a brief guide to social media voice for employees that takes into account the unique attributes of your target audience. The best social media voices have a clear understanding of what it feels like to stand in their audiences’ shoes. I’d love to hear your additions, comments, rants. Empathetic.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

AUGUST 3, 2010

It’s worth our time to develop a brief guide to social media voice for employees that takes into account the unique attributes of your target audience. On the other hand, if you’re only trying to reach the techies, jargon may be expected, as marketer Jed Sundwall points out in this excellent presentation, Finding Your Social Media Voice.

Social Media 100

Social Media Media B2B Thought Leadership Peer-to-peer 100