Chris Koch

AUGUST 23, 2011

Others say that G+ will rule because of its integration with Google’s other tools like Android, Gmail, Docs, and its media properties like YouTube and Google Music —in other words, the colossus effect that we’ve been waiting (for so long) to take effect. There are only two types of content in social media. Short or long.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

AUGUST 23, 2011

Others say that G+ will rule because of its integration with Google’s other tools like Android, Gmail, Docs, and its media properties like YouTube and Google Music —in other words, the colossus effect that we’ve been waiting (for so long) to take effect. There are only two types of content in social media. Short or long.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

JANUARY 8, 2010

There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. We all assume that our organizations are unique and that we must devote great sums of time and money to figuring out what our particular motivation is for social media and how we will carry it out. Now don’t get me wrong.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

JUNE 25, 2010

expresses shock that he turned out to be an extrovert on the Myers-Briggs personality test and wonders if you need to be an extrovert to be in social media. Reading these got me thinking that we probably need to rethink the concepts of introversion and extroversion in social media marketing. and, of course, came up with a theory.

Social Media 100

Social Media Peer-to-peer Media Wikipedia 100

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 the right decision—up to a point.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

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 the right decision—up to a point.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

APRIL 16, 2010

We just completed our ITSMA survey on social media. Marketing owns social media management. 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.)?” That’s where social media comes in. But one finding sticks out.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

FEBRUARY 24, 2010

I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here. As we put together the questions, we struggled with the issue of social media strategy. Social media is no silver bullet. I resisted treating it as a standalone in the survey.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 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

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 100

Organic Leads Social Media Social Marketing Organization 100

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 100

Social Media Peer-to-peer Enterprise Management Media 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

OCTOBER 14, 2011

Social media a-lister Chris Brogan, who had a policy of following back everyone who followed him, deleted everybody before finally settling on a few hundred people to follow and shifting his attention to the new social network on the block, G+. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone.

Social Media 100

Social Media Media Twitter Social Networks 100

Chris Koch

OCTOBER 14, 2011

Social media a-lister Chris Brogan, who had a policy of following back everyone who followed him, deleted everybody before finally settling on a few hundred people to follow and shifting his attention to the new social network on the block, G+. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone.

Social Media 100

Social Media Media Twitter Social Networks 100

Chris Koch

JUNE 25, 2009

To be successful with social media marketing, we are going to have to become social media guinea pigs. Social media will demand involvement that is much more personal. Here are five reasons why you need to get good at this stuff before your company does: Social media is real time. Social media is always on.

Social Media 100

Social Media Paid Search Agency Social Marketing B2B Marketing 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. Return on media impact.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

DECEMBER 10, 2012

Mitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn).

Peer-to-peer 100

Peer-to-peer B2B Social Media Mobile Marketing 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. How are you seeing this issue play out in your community? Latest Post Social Media' More needs to be done, however.

Social Media 100

Social Media Communities Education Media 100

Chris Koch

MARCH 5, 2010

We’re seeing mobile be part of an integrated approach to social media, not as a standalone. The other company has a mobile application for its private, gated online community so that mobile members can keep up with message boards and forums that change frequently (there are over 100 subject-oriented communities within the site).

Wiki 100

Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

MAY 21, 2010

Social media is beginning to teach us that long qual forms are going the way of the dodo. Especially as social media takes off, we’re finding that prospects and customers have less and less patience for giving us that information. I find much more value in Twitter than in any of the other social media networks.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

JUNE 16, 2009

Thankfully, adults have another context for developing relationships: communities of learning. The two subject areas I’m most interested in in my role at ITSMA are B2B marketing in general and social media in particular. Create your own ad hoc community. Follow to learn. Think about it. An entrée to the cocktail party.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

SEPTEMBER 24, 2010

Social media changes sales enablement. But then social media came along and it really did change everything. Salespeople are becoming heavy users of social media, and it takes less than a minute to set up an internal-only micro blogging network, wiki, or online community for them to share their own words with each other.

Peer-to-peer 100

Peer-to-peer Wiki Marketing Management Internet Marketing 100

Chris Koch

JUNE 9, 2014

Research has found that e-mail communications strip away trust, and lack of trust lights a can of Sterno under employee relationships, starting a slow burn that can lead to overheated conversations. Blogs, social media, and even videos have much more power to offend people. However, e-mail is not the only culprit here.

Distribution 100

Distribution Training Opinions Trust Marketing 100

Chris Koch

OCTOBER 8, 2009

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. Social media is one new way. Posted in Marketing Strategy Tagged: B2B marketing, ITSMA, Marketing Processes, Marketing Strategy, social media strategy.

Practices 100

Practices Best Practices Paid Search Agency Marketing & Strategy 100

Chris Koch

OCTOBER 8, 2009

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. Social media is one new way. Tags: Marketing Strategy B2B marketing ITSMA Marketing Processes social media strategy. If nothing else, do it because you feel sorry for me.

Practices 100

Practices Best Practices Paid Search Agency Marketing & Strategy 100

Chris Koch

JANUARY 29, 2010

But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. We should expect those prices to change as social media takes hold among buyers. Account history.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. We should expect those prices to change as social media takes hold among buyers. Account history.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

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. It’s a good problem to have, to be grappling with this issue as Forrester is. Testing the popularity of content.

Personalization 100

Personalization Forrester Brand Identity Branding 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. Companies have a long and pointless history of resisting new forms of communication. Social media relationships are shallow and meaningless.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

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. How strong do you think the arguments are?

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100

Chris Koch

MAY 13, 2011

I take a perverse pleasure in reading my Twitter DMs, 99% of which are of the automated variety, looking for the heartfelt sentiment that goes out to me and thousands of other close personal friends every day from people I’ve started following.

Twitter 100

Twitter Validation CAN-SPAM Facebook 100