Chris Koch

JANUARY 8, 2010

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.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

DECEMBER 18, 2009

What’s really different with social media? The biggest difference between social media marketing and other forms of marketing is control. Social media is different. It’s also about addressing the very real concern that in a time of stretched budgets and lean staffs, social media becomes yet another channel to manage.

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 100

Chris Koch

MAY 30, 2014

consumers are seeing fewer differences between telecommunications and entertainment,” says Jack Plunkett, CEO of Plunkett Research. As you might imagine, stories like these are starting to throw a scare into the cable companies and the entertainment industry as a whole. “In In the U.S., It’s all the same thing.

Cable 100

Cable Television marketing Broadcasting Copyright 100

Chris Koch

SEPTEMBER 18, 2009

Analysis that looks at the concept of the different social media tools as “technology platforms” adds a little more clarity—as in, Facebook could win because it has the largest number of users and therefore, like Microsoft Windows, it could emerge as the de facto monopoly in social media. that it’s hard to know where to place your bets.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

Analysis that looks at the concept of the different social media tools as “technology platforms” adds a little more clarity—as in, Facebook could win because it has the largest number of users and therefore, like Microsoft Windows, it could emerge as the de facto monopoly in social media. that it’s hard to know where to place your bets.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 24, 2014

The boxes were filled with medical supplies that had been rejected for a bunch of different reasons, none of which included damage to the actual supplies themselves. A few years ago, I was given the day off from work and walked with about two dozen colleagues into a huge warehouse that was filled with broken boxes.

Peer-to-peer 100

Peer-to-peer Work Management Marketing Management Loyalty 100

Chris Koch

FEBRUARY 24, 2010

The only way we can do that is by providing a range of different content—thought leadership, news, education, training, support—in a range of different channels—events, white papers, communities, private meetings—at all phases of the buying cycle.

Social Media 100

Social Media Marketing & Strategy Marketing Strategy B2B Thought Leadership 100

Chris Koch

FEBRUARY 4, 2012

The term has come to mean so many different things that it has become a throwaway. We add a new twist to an existing idea or we do a deeper analysis of a well-known issue than others. That’s not really leadership. It’s bastardized. I’ve seen the term applied to anything that carries a marketing message.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Social Media Twitter 100

Chris Koch

AUGUST 13, 2010

They may have come on board at a time when your products and services offered more than they do now or worked differently. Like Slater, their expectations may be born of an entirely different era that they think was “better” than today. Longtime customers look especially like Slater.

Social Media 100

Social Media Media B2B SME 100

Chris Koch

MARCH 19, 2010

I wanted to focus the discussion on things that we differently in social media. The next step is to categorize how we use social media in these different areas and how our actions hook back into the rest of marketing. I started trying to do this a year or so ago by talking about the four components of social media management.

Social Media 100

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

Chris Koch

JUNE 9, 2014

There are at least 16 different ways in Japanese to use the word “I” to describe the relationship between speaker and listener. One of the most important institutions in Japanese culture is the concept of honne and tatemae, which translate roughly to public face and private face.

Distribution 100

Distribution Training Opinions Trust Marketing 100

Chris Koch

JUNE 5, 2009

Geoff Dodds, Julie Schwartz and I brainstormed the different responses customers can have to a crisis and the steps you can take to address the problems. The company took a different approach with customers and prospects, saying, “We’re a new Oracle.”. Breaking the promise. Use research to understand the context.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

SEPTEMBER 17, 2010

They think up all the different things that magazines offer to readers and then make a list: Surveys? They duplicate the content they used to see in trade magazines without providing the context that magazines provide for why that content is there in the first place. Idea marketing as checklist. Interviews with industry luminaries?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

JANUARY 15, 2010

We need to look at how to do things differently. But developing and disseminating content that builds relationships—think publishers and subscribers—takes different skills. Marketing has to do things differently.”. Here are some of the key aspects of that transformation: Marketing is becoming data. Buyers become approachable.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

APRIL 10, 2009

How was it different from branding/other marketing initiatives that were carried out earlier? Thought leadership is different because it focuses on educating rather than selling.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

NOVEMBER 11, 2011

Building a world of difference. I mean, some of them are just plain incomprehensible, communicating to buyers that we live in “A Certain World of Connected Freedom for Caring People to Passionately Inspire the Valuable Impact of More Enterprise Silliness”: A world of communications. Agility made possible. Applying thought. Freedom to care.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

NOVEMBER 11, 2011

Building a world of difference. I mean, some of them are just plain incomprehensible, communicating to buyers that we live in “A Certain World of Connected Freedom for Caring People to Passionately Inspire the Valuable Impact of More Enterprise Silliness”: A world of communications. Agility made possible. Applying thought. Freedom to care.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

APRIL 8, 2011

But even the how was different. In other words, I didn’t have to spend any time defending the honor of social media and explaining why they should be doing it. This was all about the how. This company has established a highly visible presence in social media—indeed, it has won an award for it.

Social Media 100

Social Media Media Paid Search Agency PR 100

Chris Koch

JUNE 15, 2011

Those “theme” martinis offered during open bar receptions at marketing conferences are also reportedly on the way out—but it’s taking the FDA some time to catalogue all the different varieties.). Bargaining. Look, we’ll redesign the newsletter. We’ll make the events more targeted to the C-level.

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 100

Chris Koch

JUNE 18, 2010

But Chris Zane thinks of this simple business model differently. Clear, simple product that everyone understands, right? Everyone knows what a bike shop does. They sell and fix bikes and they offer accessories. The bowl of quarters. He sees it entirely as a service business.

Wikipedia 100

Wikipedia Marketing Management Training Conference 100

Chris Koch

NOVEMBER 5, 2010

For example, if the agency-managed interview leads to bad press, the guard dogs can show that they are managing risk for the company by blaming and firing the agency (agencies are used to this and work with many different companies in order to manage the ever-present risk of getting fired).

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

SEPTEMBER 25, 2009

We need to make sure that we gather the opinions of all the different constituencies that will be affected by the decision. Using the competitive and influencer research as a base, develop a survey that asks about the market need and a few different versions of the offering. Concurrent) Customer research and employee/partner research.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

SEPTEMBER 25, 2009

We need to make sure that we gather the opinions of all the different constituencies that will be affected by the decision. Using the competitive and influencer research as a base, develop a survey that asks about the market need and a few different versions of the offering. Concurrent) Customer research and employee/partner research.

Research 100

Research Service Product Paid Search Agency 100

Chris Koch

MAY 6, 2011

The only difference between us and the monkeys is that we usually remember to eat while we watch the Oscars or check our Twitter follower counts. 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.

Social Media 100

Social Media Social Marketing Work Management Media 100

Chris Koch

FEBRUARY 18, 2011

Thought leaders (like successful presidents), can meet all sorts of different people at their own level without pandering or patronizing. This is beyond just good people skills; it is the ability to adjust to other others’ individual pace. Thought leaders are endlessly curious, not just intellectually but also about people.

Peer-to-peer 100

Peer-to-peer Thought Leadership Social Media Storytelling 100

Chris Koch

JULY 10, 2009

That’s why it’s important to sync your content to the different phases of the buying process and let that drive the kind of data you try to gather. and offers a handy summary of all of them so you don’t have to visit a bunch of different sites to see what’s going on. Stop collecting this data.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

MAY 15, 2009

Yesterday was different. I’ve always counseled them to not take it personally, and to try to reach out to business people and let them vent their anger and get past it. But it’s hard. I get pissed when the venting starts, though I don’t think I show it.

Web 2.0 100

Web 2.0 Peer-to-peer Paid Search Agency Stats 100

Chris Koch

OCTOBER 30, 2009

Another surprise was that the big shots use all of the different social media tools pretty evenly. It means that social media is taking hold within your biggest, most valuable accounts at the highest levels. Sounds like a business case for investment to me.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

JULY 31, 2009

Create content that is tied to (and signals) the different stages of the buying process. In working with companies to develop lead management programs, Brian has found that the most successful companies have a CEO who does not try to parse marketing from sales and assign credit/blame to each.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

APRIL 16, 2010

Social media consultant Jeremiah Owyang has a good post about different ways that he sees companies organizing for social media that you should check out. So the question for marketing becomes, how do we integrate social media? That was the number one goal of respondents in our survey for the coming year. It will jog your thinking.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

OCTOBER 8, 2009

And there’s something positive in the idea that we can view this as a clean slate to do things differently. We can shake off the sense of limbo that comes with the expectation of regaining past losses. We can stop waiting now. And there’s some comfort in that. Social media is one new way.

Practices 100

Practices Best Practices Paid Search Agency Marketing & Strategy 100

Chris Koch

MAY 22, 2009

If the provider’s offerings are not substantively different from those of competitors, brand loyalty may be slim and customers will be vulnerable to aggressive poaching by competitors. Level of commoditization. Length of the crisis.

Branding 100

Branding Brand Identity Tagging Transparency 100

Chris Koch

JULY 31, 2009

Create content that is tied to (and signals) the different stages of the buying process. In working with companies to develop lead management programs, Brian has found that the most successful companies have a CEO who does not try to parse marketing from sales and assign credit/blame to each.

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

MAY 1, 2009

Marketing needs this information to create thought leadership and marketing materials designed to reach many different clients at once. Marketers can use those contacts to start building a larger context—the business issues that cross functional, corporate, and vertical boundaries.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

DECEMBER 23, 2009

Most of the tools let you segment the different types of social media to determine where conversations are happening—such as blogs vs. Facebook. Some of the tools let you define the types of comments or conversations that deserve a response, flag them, and route them to a designated person for action. See the distribution of conversation.

Social Media 100

Social Media Tools Media RSS 100

Chris Koch

NOVEMBER 12, 2010

Make sure they have business profiles on the different networks (LinkedIn, Facebook, etc.). Beyond discovering and prepping spokespeople for the company, PR becomes responsible for making them nodes on the online network that can be easily found by influencers and customers.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

MAY 7, 2010

And the experience of finding and adding applications is almost always different from application to application. Though the threat is much less than it was, installing new applications on PCs has always meant the possibility of taking down other applications or the computer itself. You can’t have fun when you’re anxious.

Mobile Marketing 100

Mobile Marketing Wikipedia Communities B2B Marketing 100