Remove build differences

Chris Koch

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Social media raises the bar for customer intimacy

Chris Koch

These are companies that go out of their way to build close customer relationships. They are focused on lifetime customer value and are willing to incur short-term costs in order to build long-term loyalty and satisfaction—Nordstrom and Amex are a couple of B2C examples. Product leadership. Operational excellence.

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There is only one objective in social media: create learning networks

Chris Koch

We’re wired as humans to believe that we are each unique and different—indeed, this perception shoulders the bulk of our self-esteem. In the course of hundreds of interviews with companies over my career, the “yes but we’re different” mantra was a familiar refrain. And yes, we are all unique. Not in our businesses, though.

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Why bother with thought leadership? Five questions and answers.

Chris Koch

This depends on whether the products and services themselves are knowledge intensive. In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., How was it different from branding/other marketing initiatives that were carried out earlier?

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B2B social media lessons from Steven Slater and Mark Hurd

Chris Koch

Rather than trying to craft an objective view of what HP employees thought of Hurd based on a handful of interviews with a few (possibly disgruntled) ex-employees, the reporter is able to build a credible case for the fact that, as it says on the headline, “Few HP workers shed a tear for Hurd.”. Longtime customers look especially like Slater.

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It’s official: Marketing owns social media management. Now what?

Chris Koch

In our survey, we asked, “In your company, is marketing the catalyst for social media being used by others in the company (product development, HR, etc.)?” And we have to use other tactics that, in and of themselves, build trust and relationships with buyers. Marketing owns social media management. That’s right. It’s our job.

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How old-school data capture is poisoning marketing and what to do about it

Chris Koch

Since the vbook explains the need for reliable connectivity (Level 3’s product), if the user browsed through several sections, we could reliably consider them a warm lead. If prospects downloaded it, we can assume they were checking if their building or business is within Level 3’s fiber network. Stop collecting this data.

Web 2.0 100
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The five components of a successful thought leadership program

Chris Koch

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. It forced me to think about all the components necessary to build and sustain a thought leadership strategy. Build a thought leadership network.