Chris Koch

Trending Sources

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

Chris Koch

The political stir encouraged journalists and bloggers to try digging deeper into the story and that’s when McKinsey got into trouble. When a blogger for Time asked for more details on the survey methodology, she says McKinsey stonewalled. That information vacuum led some bloggers to fill it with questions about the quality of McKinsey’s research and its motives. On June 20, long after the bloggers had already moved on, McKinsey finally made the survey and its methodology transparent and issued a cranky and defensive statement about the survey that helped things not at all.

Does integrity make you a social media loser?

Chris Koch

Another popular blogger, Mitch Joel, worries that he sucks at Twitter because he doesn’t follow everyone back. In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone. Lots of people seem to be having Twitter identity crises these days. Do you? Integrity is one of my few talents and I’m afraid it’s wasted on Twitter.

How to use social media for B2B

Chris Koch

For example, the number of RSS subscribers bloggers have, the number of comments to the blog post, the number of page views, etc. Image by HubSpot via Flickr. want to do something ambitious and I’m hoping you’ll help. 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. Here they are: Monitor.

3 factors in winning the social media horse race

Chris Koch

Maybe I’m being too cynical, but when I read posts by the A-list bloggers, there are tons of people who seem to think that saying something—anything, even “So true, so true”—is good for their street cred and exposure. Seems everyone has an opinion about Google’s G+. And as usual in a situation where little data exists (yet) to support fact-based opinions, most of them are extreme. Some say G+ is dead in the water because it hasn’t generated the mad rush that Facebook did and that growth and use is already starting to slow. So much so that it takes a PhD. to explain it. Short or long.

Viral 24

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

Chris Koch

For example, being listed on the blogroll of a highly respected blogger, analyst, or journalist not only generates traffic; it also establishes you as an authority among the people who care most about the subject you’re blogging about. 10 Tips for Beginning Bloggers (edtechpower.blogspot.com). Image by LollyKnit via Flickr. wish I could say that social media leads to sales. really do.

PR 11

Eight reasons to monitor social media and a list of tools for doing it

Chris Koch

Furthermore, a vanity search cannot distinguish whether what’s being said about your brand is coming from a blogger with 2000 readers that include your most important customers or from a grad student whose RSS feed goes to his Mom. If you read this blog regularly, you know that I think that monitoring social media is one of four key aspects of a social media engagement strategy. Social media monitoring is a way to figure out what’s being said about your brand and reveals opportunities for engaging in conversations with customers and influencers. Assign a response. Trend the conversation.

Why marketers must become the new publishers

Chris Koch

Marketers need to talk to subject matter experts inside the company, influencers outside the company (analysts, academics, bloggers, journalists), and customers. One of the great trends were seeing at ITSMA is increased automation of the lead process. It’s great because the software acts as a battering ram for alignment between marketing and sales. But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). That metric is going to be critically important as we automate the lead process because nurturing is marketing’s special sauce.

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

Chris Koch

Shameless plug here: My favorite B2B blogger Paul Dunay is going to talk about how Avaya uses social media for customer support at ITSMA’s Marketing Leadership Forum on May 25-26.) 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). Now what do we mean when we say that? We mean that within the organization the leadership of social media is falling to marketing. But think about it. Research. Ideas and content.

How to get others to blog

Chris Koch

Set up an RSS feed of key news sources and bloggers and forward the good stuff to your SMEs. When blogger’s block sets in at IBM , bloggers can get inspiration through software that lets customers suggest the topics they’d like to see covered. When you check in with your bloggers, ask them to talk through their ideas before they start writing. One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. Marketing is the default head of social media management in most companies. It’s no surprise. Incite them.

Do too many cooks spoil the blog?

Chris Koch

The advantage to multi-author blogs (though not necessarily to the audience’s advantage), is that the workload can be shared, reducing the dreaded gaps in posts if bloggers get really busy in their day jobs. There is also less disruption when a blogger leaves the fold. They enjoy getting to know the blogger over time. Image via Wikipedia. What do you think?

Integrating mobile into B2B marketing

Chris Koch

Another sign of a great event is the people it attracts. I met two of my favorite B2B bloggers at the event: Christine Kerley (AKA @ cksays ) who writes CK’s Blog and Jeff Cohen (@ jeffreylcohen ) who, along with Kipp Bodnar writes the Social Media B2B blog. Great conferences have impact that lasts long after the day (or two or three) that they occur. CK kicks butt and takes names.

Does integrity make you a social media loser?

Chris Koch

Another popular blogger, Mitch Joel, worries that he sucks at Twitter because he doesn’t follow everyone back. In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone. Lots of people seem to be having Twitter identity crises these days. Do you? Integrity is one of my few talents and I’m afraid it’s wasted on Twitter.

3 factors in winning the social media horse race

Chris Koch

Maybe I’m being too cynical, but when I read posts by the A-list bloggers, there are tons of people who seem to think that saying something—anything, even “So true, so true”—is good for their street cred and exposure. Seems everyone has an opinion about Google’s G+. And as usual in a situation where little data exists (yet) to support fact-based opinions, most of them are extreme. Some say G+ is dead in the water because it hasn’t generated the mad rush that Facebook did and that growth and use is already starting to slow. So much so that it takes a PhD. to explain it. Short or long.

How to establish a voice of authority in a blog

Chris Koch

But it’s not enough just to support bloggers. It would be wonderful if your bloggers were the only experts writing about their fields. A few weeks ago, I wrote a post about how to get others to blog. For them to be successful, we need to help them establish their voices in a blog. The way that we establish trust and relationships with buyers is through authority. We want readers of our SMEs’ blogs to see them as experts. But you can’t establish that authority by putting a link to their LinkedIn profile on the blog. If that’s the case, great. Stop reading. SMEs need an angle.

SME 2

Where should your corporate blogs live?

Chris Koch

These marketers take a direct role in finding and supporting internal bloggers and in helping them develop content. Incentives for bloggers. Being on the corporate site is a good way for bloggers to raise their visibility inside the company and promote their careers. It’s also easier for marketers to justify spending their time supporting bloggers when the blogs are on the corporate site. Readers will assume that corporate bloggers will sanitize their opinions and do what they can to promote their companies. You take what you get with independent bloggers.

Top B2B marketing posts for 2009 (hint: social media)

Chris Koch

Thank you so much for your comments, links, and tweets this year. I’m happy to say that traffic to my blog has quadrupled (I’ve gone from a D-list blogger to a C-list, I think) in 2009 thanks to you. Who says B2B marketers are lagging in social media? If they are out there, they aren’t reading this blog. Of the top ten posts on my blog this year, only one did not involve social media. Though I’m supposed to be an objective researcher, I have to admit bias here. think the social media phenomenon is the most exciting and important thing to hit communications in my lifetime.

How to create B2B social media policies

Chris Koch

the Whole Foods CEO using an alias to bash competitors or the Wal-Mart bloggers who didn’t disclose that they were being paid by the company). One of the cornerstones of a social media strategy is having a clear set of corporate social media guidelines or policies. The best documents don’t just tell employees what not to do; they also tell them what they should be doing to further the marketing goals of the company. Here are some recommendations based on a cross-section of social media policies from B2B companies, including social media policy examples from some leading B2B companies.

What are your best practices for "recession marketing?"

Chris Koch

Okay, so I’m not an “A-list&# blogger. But I’ve been at it long enough that I’ve earned the right to call in a favor now and then. My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me. So I’m going to go all Chris Brogan on you (I mean that in a nice way) and talk to you directly and ask you to be part of my community and talk to me. If nothing else, do it because you feel sorry for me. And he wants me, Mr. Research, to find them. But we’re looking for something more human.

What are your best practices for “recession marketing?”

Chris Koch

Okay, so I’m not an “A-list&# blogger. But I’ve been at it long enough that I’ve earned the right to call in a favor now and then. My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me. So I’m going to go all Chris Brogan on you (I mean that in a nice way) and talk to you directly and ask you to be part of my community and talk to me. If nothing else, do it because you feel sorry for me. And he wants me, Mr. Research, to find them. But we’re looking for something more human.

Why marketers must become the new publishers

Chris Koch

Marketers need to talk to subject matter experts inside the company, influencers outside the company (analysts, academics, bloggers, journalists), and customers. One of the great trends were seeing at ITSMA is increased automation of the lead process. It’s great because the software acts as a battering ram for alignment between marketing and sales. But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). That metric is going to be critically important as we automate the lead process because nurturing is marketing’s special sauce.

Want to launch a new product or service faster? Do some research.

Chris Koch

Influencer research (analysts, journalists, bloggers, academics, etc.). I helped host an ITSMA round table this week and a near universal complaint from our B2B technology clients was how difficult it is to launch new services in a fast, efficient way. One client summed it up by saying that there are two points of resistance in the process of bringing new things to market. The first comes at the beginning of the process—the “why” battle—where everyone takes pot shots at the new idea. and complain about not having the resources or the time to make the proposed launch date.

Want to launch a new product or service faster? Do some research.

Chris Koch

Influencer research (analysts, journalists, bloggers, academics, etc.). I helped host an ITSMA round table this week and a near universal complaint from our B2B technology clients was how difficult it is to launch new services in a fast, efficient way. One client summed it up by saying that there are two points of resistance in the process of bringing new things to market. The first comes at the beginning of the process—the “why” battle—where everyone takes pot shots at the new idea. and complain about not having the resources or the time to make the proposed launch date.

Want to know which social media tool to bet on? Look at their relationship models.

Chris Koch

In B2B, there are broad caveats to investing too much in any social media marketing—the major obstacles are outlined in a good post by B2B blogger Kip Bodnar here —and anything you do should be integrated with your other marketing activities. We’ve all been reading a lot about the social media horse race. Will it be Facebook or MySpace? Or will it be Twitter by a nose? For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. that it’s hard to know where to place your bets. What is a relationship model?

Want to know which social media tool to bet on? Look at their relationship models.

Chris Koch

In B2B, there are broad caveats to investing too much in any social media marketing—the major obstacles are outlined in a good post by B2B blogger Kip Bodnar here —and anything you do should be integrated with your other marketing activities. We’ve all been reading a lot about the social media horse race. Will it be Facebook or MySpace? Or will it be Twitter by a nose? For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. that it’s hard to know where to place your bets. What is a relationship model?

Three steps for B2B marketers to build a personal social media presence

Chris Koch

mostly use it as a platform for determining the blogs I like best and then follow them through good old-fashioned e-mail (the tool that most bloggers use to do this is Feedburner ). started by following the bloggers I like, as well as friends and colleagues. 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.

The state of earned media blogger outreach

Biznology

I’ve been doing earned media blogger outreach as a profession since 2006 and a lot has changed. To be frank, there are a lot of bloggers with their hands out looking for pay to play these days that it can feel a little daunting. Blogger outreach isn’t remotely sales or marketing, either, because the entire analog of blogger outreach is the PR pitch not the cold call.

The bloggers are the victims of bad blogger outreach

Biznology

I just wrote an article , Blogger outreach is earned media PR, isn’t it? wherein I suggested that some bloggers are kinda jerks because they lead any blogger outreach with “here’s my advertising packet.” Bloggers, in fact, are the victims and we digital and PR agencies are the perps. If you’re in your mid- to late-30s — or even 40s, gah!

Trying GroupHigh for Blogger Outreach Campaigns

Biznology

I am hereby making the jump from humans to robots for all my blogger research. In And what was I comparing all of these social CRMs, influencer-identification services, and blogger databases to? I was comparing them to the cost of hiring a team of people to do all of the work by hand. For military bloggers, I need lists that are both American and also pro-military and pro-soldier.

7 Social Media Mistakes Bloggers Should Avoid

Writing on the Web

Here are Paul’s 7 Social Media Mistakes Bloggers Should Avoid. A Note from Patsi: This week’s guest post is about social media  and it’s really important. Because if you want to engage your business blog readers and grow your reader base, you need to use social media. We’ve been writing about the CAST system for effective blog content: C ontent (compelling). ssets (free).

Four (of the) Worst Practices for Pitching Bloggers

Webbiquity

Brands that are successful at pitching their news and stories to bloggers increase their online presence, gain credibility, and score those coveted “earned” backlinks that Google values as a factor in search rankings. Best practices in blogger outreach , social PR, guest blogging and related topics have been covered here previously. It’s also challenging to do well.

Blogger outreach is more PR than social media

Biznology

Back in 2006 I developed a strategy of blogger outreach that allowed my to reach out to more than just 25 top-tier bloggers by hand over time but to 2,500-5,000 bloggers. While I agree that the top-25-50 bloggers do deserve deep, long-term, and personal engagement, spending that sort of time, over time, on “everyone else” would take all the time in the universe.

The state of the blogger outreach union ten years on

Biznology

I stared my first blogger outreach agency back in 2006. Ten years on, the state of the union of blogger outreach is good for brands and agencies but great for the bloggers and online influencers. Tell anyone that you’re a blogger or a podcaster and you’ll know what I mean. Blogger Outreach is Hard. Blogging Isn’t Cool. Blogging is Hard. Groan.

The blogger’s kryptonite

grow - Practical Marketing Solutions

Is guest posting a viable strategy to gain attention or a blogger’s kryptonite? The post The blogger’s kryptonite appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}. Is guest posting a viable strategy to gain attention or a blogger''s kryptonite? When I was starting out on my social media journey, I blogged a lot. blogged for {grow} of course.

Take your bloggers and social media influencers to lunch

Biznology

And, it’s so very rare that anyone who pitches bloggers and expects them (us) to do stuff for free ever asks bloggers (us) out to do stuff IRL (in real life). But you also must remember that most bloggers have very rich lives outside of their blogging life. Both bloggers and online influencers have real relationships with their readers and fans. And tweet it.