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. Image via Wikipedia.

Social Media 100

Social Media Social Marketing Work Management Media 100

Chris Koch

APRIL 24, 2014

Ines Mergel, in her book, Social Media in the Public Sector, describes this phenomenon in the United States as the “Town Hall Divide,” according to research by my colleague Regina Maruca. Latest Post Social Media' The good news is that even small steps taken to address the problem can make a difference. More needs to be done, however.

Social Media 100

Social Media Communities Education Media 100

Chris Koch

MARCH 12, 2010

Social media is raising the bar on customer intimacy. Social media is making that fact plain. We’re all struggling to move from the traditional arm’s-length, temporary campaigns to the always-on, direct relationships inherent in social media management. Social media reduces the incremental cost of content.

Social Media 100

Social Media Media Thought Leadership Work Management 100

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 100

Twitter Broadcasting Social Media Advertising Mediums 100

Chris Koch

AUGUST 5, 2011

Recently, I was preparing a workshop on social media for an ITSMA client. The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay? We don’t see the value of it for B2B and we want it off the table. But let’s put this all in context. What do you think?

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

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 100

Twitter Broadcasting Social Media B2B Marketing 100

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. Find and track the relevant conversations in social media and online.

Social Media 100

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

Chris Koch

APRIL 3, 2014

Research by my colleague Rob O’Regan has found that hanging onto the kind of global popularity enjoyed by Man U requires focusing on four key channels: Social media. As part of its sponsorship of UK soccer team Tottenham Hotspur, Under Armour ran a social media contest that attracted entries from fans in more than 50 countries.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

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. But I think we lose sight of the revolution by looking at social media in isolation.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

DECEMBER 29, 2009

Even if we believe deeply in the power of social media, we all have that gnawing feeling deep in our guts that says that there’s little reason for a busy, intelligent person to want to receive frequent updates about our brands when those brands produce complex services and products with two-year sales cycles. The answer is we don’t.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

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.

Peer-to-peer 100

Peer-to-peer Thought Leadership Social Media Storytelling 100

Chris Koch

NOVEMBER 12, 2010

Most journalists have discovered social media as an important research tool. PR tries to influence the placement of subject matter experts, content, and interviews in third-party channels (articles, conference and trade show speaking engagements, etc.). Examples of how you do this are: Make them visible on social networks.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

FEBRUARY 11, 2014

Capturing this opportunity requires stoking fans’ passion not just during game days, but 365 days a year, through every conceivable channel – in person, on the web and through mobile and social media. Some teams have set up “war rooms” that monitor social media to engage with fans.

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 100

Chris Koch

SEPTEMBER 11, 2009

Marketers need to be able to capture that information by monitoring the channels that salespeople use to communicate with each other, whether it is through e-mail or CRM systems. Make it social. Take advantage of social media platforms to create information sharing groups for salespeople. Make it a joint pipeline.

Marketing Automation Services 100

Marketing Automation Services Consulting B2B Sales Paid Search Agency 100

Chris Koch

SEPTEMBER 11, 2009

Marketers need to be able to capture that information by monitoring the channels that salespeople use to communicate with each other, whether it is through e-mail or CRM systems. Make it social. Take advantage of social media platforms to create information sharing groups for salespeople. Make it a joint pipeline.

Marketing Automation Services 100

Marketing Automation Services B2B Sales Consulting Marketing Automation 100

Chris Koch

NOVEMBER 24, 2009

One of the cornerstones of a social media strategy is having a clear set of corporate social media guidelines or policies. 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. This [Choose. Blog, Space.]

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

SEPTEMBER 18, 2009

We’ve all been reading a lot about the social media horse race. For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. That’s because unlike Microsoft Windows, all the different social media tools are based on universal technology standards—i.e.,

Social Media 100

Social Media Viral Marketing Tools Media 100

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. I really do.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

SEPTEMBER 18, 2009

We’ve all been reading a lot about the social media horse race. For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. That’s because unlike Microsoft Windows, all the different social media tools are based on universal technology standards—i.e.,

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 17, 2010

And they’re linking this content to their social media management strategies. Tags: Brand, Reputation, and Positioning Thought Leadership Advertising B2B marketing Brand Management Business BusinessWeek IBM Idea Marketing marketing Marketing and Advertising Publishing Smarter Planet Social Media Website.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

NOVEMBER 5, 2010

The process of getting subject matter experts placed in publications or other third-party content channels is awful for everyone involved. But the death of the media and the rise of the web and social media mean that the traditional model for PR, already creaky and inefficient, is becoming indefensible. What do you think?

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

DECEMBER 28, 2010

Here’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work. Stop wasting money on pointless, ineffective efforts to block this stuff and start finding ways to make these channels pay. Social media relationships are shallow and meaningless.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

OCTOBER 1, 2010

It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. All the top social media pros will be there and the focus will be all B2B. What are some qualities of a good social media voice?

Thought Leadership 100

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

Chris Koch

FEBRUARY 5, 2010

It is a process for developing and disseminating ideas through various channels that build a relationship with prospects and customers. What types of vehicles (councils, conferences, white papers, social media, etc.) There is only one objective in social media: create learning networks (christopherakoch.com). Create a calendar.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100