Chris Koch

OCTOBER 8, 2009

Okay, so I’m not an “A-list&# blogger. Worse, the fat that existed in 1999 did not exist last Fall when companies made more big cuts on top of all the incremental cuts we’ve seen over the years. But I’ve been at it long enough that I’ve earned the right to call in a favor now and then.

Practices 100

Practices Best Practices Paid Search Agency Marketing & Strategy 100

Chris Koch

NOVEMBER 24, 2009

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.

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

JANUARY 22, 2010

We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. 10 Tips for Beginning Bloggers (edtechpower.blogspot.com). Volume and quality of interactions. startups.com).

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

OCTOBER 6, 2009

The ad revenues that once funded coverage of every arcane niche of technology have dried up, and so has the content that could have mentioned our companies. Demand for that content hasn’t gone away however, and companies that can provide an adequate alternative will grow their businesses more than those that can’t. Audit content.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

The ad revenues that once funded coverage of every arcane niche of technology have dried up, and so has the content that could have mentioned our companies. Demand for that content hasn’t gone away however, and companies that can provide an adequate alternative will grow their businesses more than those that can’t. Audit content.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

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. Paul has been a B2B marketer for years for companies like BearingPoint and Avaya and has accomplished quite a bit with social media in those jobs. That was the why of social media.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

SEPTEMBER 25, 2009

Our client said that in the past he has devoted most of his energies to the “how” battle because his company prides itself on seamless delivery. Influencer research (analysts, journalists, bloggers, academics, etc.). However, this week he said he was going to shift his strategy. Here’s a typical progression: Competitive intelligence.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

SEPTEMBER 25, 2009

Our client said that in the past he has devoted most of his energies to the “how” battle because his company prides itself on seamless delivery. Influencer research (analysts, journalists, bloggers, academics, etc.). However, this week he said he was going to shift his strategy. Here’s a typical progression: Competitive intelligence.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

MARCH 19, 2010

First, here’s what we do as part of monitoring: Track conversations about your company. You need to know what’s being said about your company online. Trouble is, we’re finding in our research that most companies stop here. Pretty obvious, right? There’s much more that we should and could be doing with monitoring.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

It’s okay to split an infinitive now and then, but the really obvious stuff—misspellings, misunderstood words, crappy punctuation, and internet shorthand (unless you are really short on space)—reflects poorly on the reputations of the communicators and their companies. In social media, it isn’t just what you say; it’s the company you keep.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

Obfuscation used to be a way to buy time in an era when buyers had to write letters to the company president to get their complaints heard (and they had few ways to determine whether others were having the same problems). In social media, it isn’t just what you say; it’s the company you keep.

Social Media 100

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

Chris Koch

JULY 29, 2011

It is a textbook example of what we at ITSMA call pragmatic thought leadership: it takes a current issue of concern to the company’s target audience and evaluates what may happen in the near term without any mention of company methodologies or offerings. Companies without a human face will suffer. That’s the height of arrogance.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100