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Chris Koch

Social Media

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Is “social media campaign” an oxymoron?

Chris Koch

DECEMBER 2, 2011

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. I would have had only slightly less disdain for the audience for these campaigns. After all, “engaging” is one of the four components of social media management. I’m more of a snob.

Social Media Campaigns B2B Thought Leadership Media

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Is “social media campaign” an oxymoron?

Chris Koch

DECEMBER 2, 2011

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. I would have had only slightly less disdain for the audience for these campaigns. After all, “engaging” is one of the four components of social media management. I’m more of a snob.

Social Media Campaigns B2B Thought Leadership Media

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How to measure influence in social media marketing

Chris Koch

MAY 6, 2011

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.

Social Media Social Marketing Work Management Media

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Sales & Marketing Alignment: How to Synergize for Success

How to Leverage Behavioral Science Insights for Direct Mail Success

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How to use social media for B2B

Chris Koch

MARCH 19, 2010

I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line. I think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. Develop a target audience. Here they are: Monitor.

Social Media B2B Thought Leadership Peer-to-peer Media

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Why B2B marketers hate social media

Chris Koch

DECEMBER 18, 2009

In a recent post, I offered some hard research data to support the growing importance of social media to B2B. But this time I want to address the legitimate concerns that ITSMA clients give us when we talk about the wonders of social media. What’s really different with social media? The End of Control.

Social Media Peer-to-peer Social Marketing B2B Marketing

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We’re missing the real social media revolution

Chris Koch

OCTOBER 12, 2009

We’ve all heard a lot of debate lately about whether social media is an evolution or a revolution. Look at it this way and social media inevitably becomes evolution, as social media researcher Josh Chasin convincingly argues here. How does social media fill that void?

Social Media Media Paid Search Agency Viral Marketing

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Social media strategy for B2B: what’s required and what’s optional

Chris Koch

NOVEMBER 13, 2009

Despite all the breathless hype about social media these days, what I hear most from B2B marketers is frustration. For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether. I think that’s short sighted.

Social Media Allocation Media Marketing & Strategy

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Social media strategy for B2B: what’s required and what’s optional

Chris Koch

NOVEMBER 13, 2009

Despite all the breathless hype about social media these days, what I hear most from B2B marketers is frustration. For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether. I think that’s short sighted.

Social Media Allocation Media Marketing & Strategy

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Six ways that marketing needs to lead the organization in social media

Chris Koch

MAY 14, 2010

Social media creates the need for marketing to lead within the organization. At least that’s the conclusion we reached at ITSMA recently when we did our social media survey (there’s a free summary if you’re interested). We mean that within the organization the leadership of social media is falling to marketing.

Organic Leads Social Media Social Marketing Organization

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B2B social media lessons from Steven Slater and Mark Hurd

Chris Koch

AUGUST 13, 2010

But we’re in the era of social media now, so there are breadcrumbs in the forest that lead us to a fuller explanation of who Slater is and why he did what he did. Social media fills in the background to the blowup. You can do that on a social media site called Glassdoor. What do you think? Tweet This Post.

Social Media Media B2B SME

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Want proof that the C-suite is into social media? Here it is.

Chris Koch

OCTOBER 30, 2009

We just wrapped up our ITSMA Annual Marketing Conference this week and the strongest current driving the river of conversation was social media. Specifically, frustration over how to use social media to reach the C-suite. In fact, it’s hard for most of us to imagine these people using social media at all.

Social Media Peer-to-peer Enterprise Management Media

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Why the volume and quality of interactions with customers has to pass for social media ROI

Chris Koch

JANUARY 22, 2010

I wish I could say that social media leads to sales. So when we think about social media ROI, we need to make a leap of faith. To make ourselves feel a little more comfortable with this idea, we may need to categorize social media with something whose hazy ROI we’re more familiar and comfortable with: PR.

Social Media ROI Lead Ranking RSS

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Is Twitter “social?”

Chris Koch

SEPTEMBER 23, 2011

Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. A study by Yahoo Research found that 50% of tweets are generated by an “elite” group of 20k users and that those users tend to follow one another rather than branching out—what many refer to as the social media echo chamber.

Twitter

Twitter Broadcasting Social Media Advertising Mediums

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Is Twitter “social?”

Chris Koch

SEPTEMBER 23, 2011

Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. A study by Yahoo Research found that 50% of tweets are generated by an “elite” group of 20k users and that those users tend to follow one another rather than branching out—what many refer to as the social media echo chamber.

Twitter

Twitter Broadcasting Social Media B2B Marketing

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Eight attributes of a thought leader

Chris Koch

FEBRUARY 18, 2011

Social media are growing up. Clearly, there’s a growing hunger for thought leadership in social media. Our prospects and customers want us to cut through the noise of social media just as they’ve wanted us to cut through the noise of every other communications channel that came before. Relevant experience.

Peer-to-peer Thought Leadership Social Media Storytelling

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Do too many cooks spoil the blog?

Chris Koch

JULY 28, 2010

individual employees can blog as long as they adhere to the company’s social media policy. Multi-author blog are easier for companies—but what about the audience? Individuals can afford to play it safe if they want to build and keep their audiences. Some companies have decided to let a thousand flowers bloom—i.e.,

Blogger

Blogger Wikipedia Work Management Social Media

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Where should your corporate blogs live?

Chris Koch

OCTOBER 16, 2009

It can takes years to build enough word-of-mouth to build a marketing worthy audience for a blog. Meanwhile, social media technology is changing constantly. Corporate-hosted blogs won’t be able to take advantage of the latest social tools that complement blogs without going to IT and getting some custom coding.

B2B Thought Leadership

B2B Thought Leadership Blogger Thought Leadership Word of Mouth

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6 lessons on how NOT to market to customers

Chris Koch

JULY 22, 2011

Here’s the kind of pressure that social media puts on us: After not posting anything to my blog in nearly six weeks, I feel compelled to offer an explanation. Social media are like a school of sharks; keep moving forward or sink lifelessly to the bottom. Segment your audience. Isn’t that sad?

Work Management

Work Management Marketing Management Social Media B2B Marketing

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Why our thought leadership is broken

Chris Koch

SEPTEMBER 17, 2010

Lately, as traditional media fall away, marketers are getting the message and creating content that looks just like the stuff that readers love from traditional media: news, advice, and new thinking that is not meant to manipulate them into buying something. And they’re linking this content to their social media management strategies.

Thought Leadership

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency

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2011: The year of personal brands

Chris Koch

JANUARY 28, 2011

If you follow social media, you probably know most of the story already. I wish I had the numbers to prove it, but my sense based on my own experience in social media is that Owyang’s personal brand won that battle. Testing the popularity of content. First you found Forrester, and then you found Owyang.

Personalization

Personalization Forrester Brand Identity Branding

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16 best practices for creating customer councils

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. Integrate the council into other activities, such as conferences, social media, and reference programs.

Peer-to-peer Practices Thought Leadership Best Practices

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16 best practices for creating customer councils

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. Integrate the council into other activities, such as conferences, social media, and reference programs.

Peer-to-peer Thought Leadership Practices Best Practices

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Is the era of PR over?

Chris Koch

NOVEMBER 5, 2010

This usually means an avalanche of poorly written, completely untargeted press releases, and interview pitches that show no understanding of the target influencer’s publication or audience. They understood my publication, my audience, and my needs. Metrics that favor activity over results. What do you think? Tweet This Post.

PR

PR Press Paid Search Agency Lead Ranking

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15 qualities of a good social media voice

Chris Koch

AUGUST 3, 2010

When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. But developing a social media voice is a more complicated proposition. A good starting point is to create a social media policy for the organization.

Social Media Media B2B Thought Leadership Peer-to-peer

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13 qualities of a good social media voice

Chris Koch

AUGUST 3, 2010

When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. But developing a social media voice is a more complicated proposition. A good starting point is to create a social media policy for the organization.

Social Media Media B2B Thought Leadership Peer-to-peer

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Thought leadership is still dead; long live idea marketing

Chris Koch

FEBRUARY 5, 2010

It is about selling a point of view that educates the audience. What types of vehicles (councils, conferences, white papers, social media, etc.) Marketers must become publishers, with a process for refining and presenting content through various vehicles (such as conference presentations, white papers, social media, etc.).

Thought Leadership

Thought Leadership B2B Thought Leadership Gartner Planning

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Six factors driving B2B social media marketing adoption

Chris Koch

NOVEMBER 20, 2009

We’re all getting constant advice—hectoring, even—about how we need to make social media a key part of our B2B marketing strategies right now. Two main threads underpin the logic behind these urgings: Your customers are becoming more active in social media, so you’d better get with it. Customer factors.

Social Media Social Marketing B2B Marketing Work Management

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How social media muteness endangers your company: The crisis at McKinsey

Chris Koch

JULY 29, 2011

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. Despite its prowess in thought leadership—McKinsey is simply the best—the firm is falling dangerously behind in social media.

Social Media Thought Leadership Paid Search Agency Companies