Chris Koch

MAY 20, 2011

Many marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. Create an idea network as the basis for social media. Here are some examples of how this can work: Internal. When ideas are an expectation, social media participation is easier.

Social Media 100

Social Media B2B Thought Leadership Media 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

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

MARCH 25, 2011

But then this got me to thinking, without a commitment to ideas throughout the organization, all these dollars we’re starting to spend on social media will be wasted. In other words, unless we become idea organizations, we’re not going to have much to say to customers, prospects, and influencers in social media.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

FEBRUARY 12, 2010

Social media experts often chide marketers about control. The experts say that in the new era of social media, marketers need to stop delivering tightly-scripted, one-way messages and start engaging in uncontrolled, transparent conversations with customers and prospects wherever those conversations happen. Transparency?

Social Media 100

Social Media Forrester Media Transparency 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

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 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. That was the why of social media. I’m going to attempt to explain it by humbly offering my own initiation into social media as a guide. Social Media B2B. Conversations.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 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 23, 2009

If you read this blog regularly, you know that I think that monitoring social media is one of four key aspects of a social media engagement strategy. Social media monitoring is a way to figure out what’s being said about your brand and reveals opportunities for engaging in conversations with customers and influencers.

Social Media 100

Social Media Tools Media 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 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

FEBRUARY 11, 2014

The example I’m about to give focuses on the fact that if you think of sports fans as business customers, they are the most loyal in the world. The first is rising costs: The steady increase of player salaries (average Major League Baseball salaries, for example, rose 5.4% But every once in awhile, sports analogies work.

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 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' We got saddled with this problem and I don’t think we’ve done a very good job addressing it.”.

Social Media 100

Social Media Communities Education Media 100

Chris Koch

APRIL 22, 2011

Social media management and innovation. ITSMA’s social media research (free excerpt available) shows that marketing is responsible for monitoring social media and for training, governing, and supporting the organization in using social media. Examples of the mandate for innovation.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Social Media 100

Chris Koch

SEPTEMBER 24, 2010

Knowledge management systems, for example, were difficult to use and difficult to keep up to date. Social media changes sales enablement. But then social media came along and it really did change everything. Yet as more salespeople start using social media, the link will become more obvious.

Peer-to-peer 100

Peer-to-peer Wiki Marketing Management Internet Marketing 100

Chris Koch

MAY 27, 2010

For example, the Twitter stream from this thing (#MPB2B) is still going strong weeks later. I met two of my favorite B2B bloggers at the event: Christine Kerley (AKA @ cksays ) who writes CK’s Blog and Jeff Cohen (@ jeffreylcohen ) who, along with Kipp Bodnar writes the Social Media B2B blog. CK kicks butt and takes names.

Mobile Marketing 100

Mobile Marketing B2B Marketing Mobile Advertising B2B 100

Chris Koch

JULY 10, 2009

As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. We’re starting to see social media have a positive impact on driving traffic to websites and on lead generation. Social media and lead generation go together. In our recent Web 2.0 for at least that long.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. For example, many assume that a higher level of buying intent will get them more goodies, so they say they are ready to buy when they aren’t.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. For example, many assume that a higher level of buying intent will get them more goodies, so they say they are ready to buy when they aren’t.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JULY 28, 2010

individual employees can blog as long as they adhere to the company’s social media policy. And the brand or the issue that the brand wants to promote (say cloud computing, for example) remains the focal point of the blog rather than a particular personality. In part, this is an issue of control. What do you think?

Blogger 100

Blogger Wikipedia Work Management Social Media 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

NOVEMBER 12, 2010

Most journalists have discovered social media as an important research tool. Those people may receive media training, presentation and speaking training, etc. Examples of how you do this are: Make them visible on social networks. Thanks for the great comments on last week’s post, “Is the Era of PR Over.&# Tweet This Post.

PR 100

PR Peer-to-peer Press Public Relations 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

APRIL 9, 2010

If they are focused on developing new offerings, for example, this is a natural voice for them. Tags: Blogging B2B marketing Blog LinkedIn marketing Social Media social media management Subject matter expert. Some SMEs are always looking to see what happens next. Iconoclast. Let’s get a conversation going. Tweet This Post.

SME 100

SME Aggregators Blogger Social Media 100

Chris Koch

MARCH 26, 2010

One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. Marketing is the default head of social media management in most companies. Have you noticed what’s been happening to the media lately? How to use social media for B2B (christopherakoch.com).

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

SEPTEMBER 17, 2010

Lately, as traditional media fall away, marketers are getting the message and creating content that looks just like the stuff that readers love from traditional media: news, advice, and new thinking that is not meant to manipulate them into buying something. And they’re linking this content to their social media management strategies.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

JUNE 16, 2009

The two subject areas I’m most interested in in my role at ITSMA are B2B marketing in general and social media in particular. Indeed, I was surprised to see that some well-known social media and marketing experts who I think have interesting things to say followed me back after I followed them. An entrée to the cocktail party.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

OCTOBER 16, 2009

For example, visitors may not feel that an executive from a computer networking company should be writing about tangential topics, even if he or she is qualified to do so. Meanwhile, social media technology is changing constantly. Technology inflexibility. What do you think? How are you handling your corporate blogging strategy?

B2B Thought Leadership 100

B2B Thought Leadership Blogger Thought Leadership Word of Mouth 100

Chris Koch

APRIL 28, 2014

For example, we figure out how to get a free WordPress blog ourselves online or through word of mouth and then we learn how to collaborate with others through social media. Pretend the Industrial Revolution Never Happened.

Disintermediation 100

Disintermediation Word of Mouth Internet Marketing Cross-Selling 100

Chris Koch

JULY 22, 2011

Here’s the kind of pressure that social media puts on us: After not posting anything to my blog in nearly six weeks, I feel compelled to offer an explanation. Social media are like a school of sharks; keep moving forward or sink lifelessly to the bottom. Here are some examples: Educate the customer—or don’t. Isn’t that sad?

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

AUGUST 16, 2011

It may seem facile, but social media are the answer. For example, if we have a web page that is designed to get visitors to click deeper into our site, the presence of IBM experts on the page improves both the performance and the overall feedback we get about the page. So how to stave off this impending crisis of buyer information?

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

It may seem facile, but social media are the answer. For example, if we have a web page that is designed to get visitors to click deeper into our site, the presence of IBM experts on the page improves both the performance and the overall feedback we get about the page. So how to stave off this impending crisis of buyer information?

B2B 100

B2B Privacy Click Rate Internet Marketing 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 Branding Brand Identity 100

Chris Koch

JUNE 5, 2009

For example, when certain models of Ford’s Explorer experienced tire blowouts, Ford delayed taking action with customers, blaming the tire supplier for the problems. Marketers should focus on getting that message out, not directly but through the media in as controlled a way as they can. Speed of response.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

NOVEMBER 5, 2010

As the media melts away, companies can’t link to or highlight objective sources on the website. Most had no media training, and many spoke to me without PR people on the line. Today, the few remaining journalists don’t even have time to read the releases anymore. They do their research on the web. And customers never read the releases.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

DECEMBER 16, 2010

A neighborhood might get really angry and stage a rally protesting development, for example. How to use social media to create thought leadership. This week, we released my ITSMA Special Report: “How to Fit Social Media into your Overall Marketing Strategy and Make it Stick.”. The predatory strike of summation. Create new IP.

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Media 100