Chris Koch

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Is “social media campaign” an oxymoron?

Chris Koch

Fly-by-night opportunists hoping to win your Facebook sweepstakes. If all you do is run contests and campaigns on Facebook, how can you expect to hold onto prospects over the long term? The campaigns used two methods that play well to Facebook users: Let them play games. Facebook is the fun social network. HP questioned Facebookers about their work styles and matched them to an “IT personality.” Contests, giveaways, and sweepstakes do really well on Facebook. This is your funnel on Facebook. You can read synopses of the programs here and here.)

4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

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? Seemed a bit harsh, but I had to admit that I had been harboring my own doubts about the value of Facebook for B2B for a long time. I’m not saying that B2B companies shouldn’t be on Facebook. think every company should be on Facebook. So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. The B2B pages I’ve seen on Facebook are broadcast focused. Why not?

The prerequisite to effective social media: the idea organization

Chris Koch

Latest Post Social Media Thought Leadership B2B marketing Boston Business Facebook Idea Marketing Idea Organization ITSMA marketing Marketing and Advertising New York Silicon Valley Subject matter expertAt the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. What do I mean by an idea organization?

15 things marketers should stop doing and thinking in 2011

Chris Koch

From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity. Guess what companies, people wasted time at work long before Facebook came along. Latest Post Marketing Strategy Mobile Marketing Social Media B2B marketing Business Facebook ITSMA Research LinkedIn Marketing ROI Rate of return Smartphones Social network TwitterSocial media cause people to waste time at work. Social media has ROI. Mobile.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

distribution channel, while Facebook was the most. First, Facebook and email were clearly the. topped Facebook as the most effective organic. channel, and Facebook nudged email for the top. Facebook’s paid distribution dominance shouldn’t. effectiveness is a bit more interesting, since Facebook. Facebook fans will see an organic post.) Marketing.

How to use social media for B2B

Chris Koch

Some monitoring tools let you segment the different types of social media to determine where conversations are happening—such as blogs vs. Facebook. Taking a poll in a LinkedIn or Facebook group, asking for input from Twitter followers, or asking for information through comments on blogs are some of the ways to gather information. Image by HubSpot via Flickr. Here they are: Monitor.

The crisis of buyer information in B2B and how to fix it

Chris Koch

Latest Post Lead Management Social Media B2B marketing Business Business-to-business Facebook IBM iPhone marketing Marketing Strategy social media strategy Wall StreetImage by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Never left a voice mail, (which my gut was telling me should have been a signal), but the number was local. Don’t ask.

Stop doing PR. Start doing visibility.

Chris Koch

Make sure they have business profiles on the different networks (LinkedIn, Facebook, etc.). Tags: Latest Post Marketing Strategy B2B marketing Facebook LinkedIn PR PR Strategy Press release Public relations Social Media Social network Subject matter expert Twitter Thanks for the great comments on last week’s post, “Is the Era of PR Over.&# Okay, so if the traditional model for PR is failing, what do we do instead? Most journalists have discovered social media as an important research tool. Every company needs a guard dog or two to be around in case of a PR disaster.

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3 factors in winning the social media horse race

Chris Koch

Some say G+ is dead in the water because it hasn’t generated the mad rush that Facebook did and that growth and use is already starting to slow. The argument is essentially that we’ve screwed up everything in Facebook and G+ is our social media morning after pill. For example, just when I was lamenting having to do over all the work I’ve done to build up a Twitter community with some true interaction and conversation in G+, along comes a browser extension called SGPlus that lets you post on G+ and share it across Twitter and Facebook at the same time. to explain it.

Viral 22

Content Methodology: A Best Practices Report

Twitter, Facebook, Snapchat, LinkedIn, etc.) • Combination of link. content (Instagram, Facebook video, photos, etc.) • Optimized for impres- sions, clicks, shares, referral traffic, lead. Outbrain, Facebook, LinkedIn, etc.) • Paid promotion of. distribution through channels like Outbrain or Facebook to ensure statistically. Content. Methodology: A Best. Definition II.

Is Twitter “social?”

Chris Koch

Share and Enjoy: Latest Post Social Media B2B marketing Business-to-business Content (media) Facebook ITSMA ITSMA Research marketing social media management social media strategy Social network TweetDeck Twitter YahooMajority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. 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 isn’t for conversation, it’s for learning.

Eight reasons to monitor social media and a list of tools for doing it

Chris Koch

Most of the tools let you segment the different types of social media to determine where conversations are happening—such as blogs vs. Facebook. 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. At its most basic, social media monitoring starts with what is known as the “vanity search.” Assign a response. Attentio. Biz360.

How Facebook’s privacy disasters will change B2B marketing

Chris Koch

Have you ever noticed that your Facebook profile page looks like one of those horrible qualification forms that we make our customers fill out? If you go to Facebook and look at your profile, your immediate reaction is going to be that it’s asking for too much information. The question that we’re asking Facebook is the question that we should be asking ourselves in our marketing: Do we really need all this information? Facebook has built its business model around gathering as much personal information about us as possible. come at a price.

Is “social media campaign” an oxymoron?

Chris Koch

Fly-by-night opportunists hoping to win your Facebook sweepstakes. If all you do is run contests and campaigns on Facebook, how can you expect to hold onto prospects over the long term? The campaigns used two methods that play well to Facebook users: Let them play games. Facebook is the fun social network. HP questioned Facebookers about their work styles and matched them to an “IT personality.” Contests, giveaways, and sweepstakes do really well on Facebook. This is your funnel on Facebook. You can read synopses of the programs here and here.)

Is Twitter “social?”

Chris Koch

Latest Post Social Media B2B marketing Business-to-business Content (media) Facebook ITSMA ITSMA Research marketing social media management social media strategy Social network TweetDeck Twitter YahooMajority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. 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 isn’t for conversation, it’s for learning. What am I doing wrong?

Evangelizing a Content Marketing Program

than ever—from recommendation widgets like Out- brain and Taboola to hyper-targeting on Facebook, LinkedIn, and Twitter to emerging experimental options. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Marriott, then 76.

3 factors in winning the social media horse race

Chris Koch

Some say G+ is dead in the water because it hasn’t generated the mad rush that Facebook did and that growth and use is already starting to slow. The argument is essentially that we’ve screwed up everything in Facebook and G+ is our social media morning after pill. For example, just when I was lamenting having to do over all the work I’ve done to build up a Twitter community with some true interaction and conversation in G+, along comes a browser extension called SGPlus that lets you post on G+ and share it across Twitter and Facebook at the same time. to explain it.

The crisis of buyer information in B2B and how to fix it

Chris Koch

Latest Post Lead Management Social Media B2B marketing Business Business-to-business Facebook IBM iPhone marketing Marketing Strategy social media strategy Wall StreetImage by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Never left a voice mail, (which my gut was telling me should have been a signal), but the number was local. Could it really be that someone I knew was trying to get hold of me? So, like a fool, I finally called back (the iPhone makes it so easy to do!). If you would like us to stop calling you press…”. Don’t ask.

B2C 2

Why the volume and quality of interactions with customers has to pass for social media ROI

Chris Koch

LinkedIn and Facebook have groups where you can post elements of your blog post as a question, or post the entire thing as a news item. Image by LollyKnit via Flickr. wish I could say that social media leads to sales. really do. But I can’t. And I haven’t encountered anyone else who can either, have you? So when we think about social media ROI, we need to make a leap of faith. startups.com).

13 qualities of a good social media voice

Chris Koch

When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. Tags: Social Media B2B marketing Business Facebook Internet Marketing LinkedIn marketing Marketing and Advertising social media management Twitter After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. Grammatical. Communal. Dialectal. Original.

Content Marketing Playbook: Strategy and Roadmap

stalwarts like Facebook, Twitter, and LinkedIn to emerg- ing platforms such as Instagram, Pinterest, and Tumblr. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. years prior.

15 qualities of a good social media voice

Chris Koch

When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. Tags: Social Media B2B marketing Business Facebook Internet Marketing LinkedIn marketing Marketing and Advertising social media management Twitter After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. Relevant. Empathetic. Generous. Responsive.

Why B2B marketers need to embrace deal marketing

Chris Koch

Honestly, why do we think that sophisticated B2B buyers are going to follow our brands on Twitter or become our fans on Facebook? The answer is we don’t. 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. Once again, the answer is they don’t. The research confirms it. We don’t follow brands, we follow deals. Deals. Tweet This Post.

Six factors driving B2B social media marketing adoption

Chris Koch

We’ve seen a dramatic rise in the percentage of B2B marketers that say they’ve built online communities themselves or through third parties such as LinkedIn and Facebook. In ITSMA’s social media survey in April, 43% said they had built their own communities and 54% had built group pages on Facebook or LinkedIn. 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. Your competitors are adopting social in their marketing strategies, so if you don’t do it, they will. Customer factors.

Want proof that the C-suite is into social media? Here it is.

Chris Koch

However, CEOs did show a specific preference for the range of social networking sites—LinkedIn, Facebook, and Plaxo—over Twitter or blogs. There are two rivers of content at conferences. One is the river of planned content—the conference theme, the presentations, etc.; the other is the river of conversation that flows through the event at breaks, meals and receptions. This is where you get the dope on the shared challenges of the attendees. We just wrapped up our ITSMA Annual Marketing Conference this week and the strongest current driving the river of conversation was social media.

Staffing and Launching Your Content Marketing Program

on each of our primary distribution channels (email, Facebook, Twitter, LinkedIn, and Google+). ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. 200,000 readers.

We’re missing the real social media revolution

Chris Koch

Lots of statistical analysis about the relative growth rates of Facebook and Twitter and the slowing of uptake for both. This idea of viral relationship building (following followers of others) is what Facebook and MySpace look at and get really jealous about. In this sense, I think the comparisons between Twitter and Facebook are less valid than those between Twitter and another phenomenon that changed the way we relate to each other: eBay. We’ve all heard a lot of debate lately about whether social media is an evolution or a revolution. This is no evolution.

Want to know which social media tool to bet on? Look at their relationship models.

Chris Koch

Will it be Facebook or MySpace? 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. Just look at how quickly MySpace has become uncool vs. a nearly identical competitor, Facebook. This is the model of most relationship-based social media tools today, such as Facebook, MySpace, LinkedIn, and Plaxo. Or will it be Twitter by a nose?

Want to know which social media tool to bet on? Look at their relationship models.

Chris Koch

Will it be Facebook or MySpace? 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. Just look at how quickly MySpace has become uncool vs. a nearly identical competitor, Facebook. This is the model of most relationship-based social media tools today, such as Facebook, MySpace, LinkedIn, and Plaxo. Or will it be Twitter by a nose?

Three steps for B2B marketers to build a personal social media presence

Chris Koch

To me, it’s the missing link between monitoring blogs and connecting with people through social networking sites like LinkedIn and Facebook. I’d like to be able to connect with more B2B colleagues through LinkedIn and Facebook, but sending invites to people who I only know through their blog posts or their professional credentials seems incredibly presumptuous. I won’t do it. Transfer Twitter relationships to LinkedIn and Facebook. There are all sorts of opinions about whether LinkedIn or Facebook is better for business contacts. That was the why of social media.

B2B Marketing Trends for 2016

little data to having too much, leading to the rise of reporting "vanity metrics" such as Facebook "Likes". B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Everything is now measurable.

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

Chris Koch

Now that may be due in part to the fact that most B2B marketers have only recently begun using Web 2.0 in their marketing—fewer than 35% of marketers in our survey have been using blogs or podcasts for more than one year, and just 3% have been using social media (LinkedIn, Twitter, Facebook, etc.) 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. In our recent Web 2.0 for at least that long. That’s it.

Five reasons why B2B marketers should be in social media even if their companies are not

Chris Koch

Mark Zuckerberg has made more progress in socializing the web in the last two years with Facebook than Ray Ozzie has in 20 years (anybody remember Lotus Notes and groupware?). To be successful with social media marketing, we are going to have to become social media guinea pigs. We are accustomed to creating programs and campaigns and then standing back and observing them. 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.

Coming clean on Facebook reach

grow - Practical Marketing Solutions

Is there any greater source of emotional debate and mis-information on the web today than Facebook reach? recently had a little debate on this subject with a person who wrote a glowing article on the promise of Facebook reach — despite what appears to be pretty bad news in this corner of the web. “I’m tired of so much negativity about Facebook,” he said.

21 Fantastic Facebook Marketing Guides

Webbiquity

marketers have a love-hate relationship with Facebook. On one hand, not only is it an easy-to-use, low-cost platform with more than a billion members, but 77% of B2C companies and 43% of B2B vendors have acquired customers from Facebook, and the world’s largest social network drives 20% of all internet page views. What are the best page apps for Facebook today? Hell Yes!

B2B Marketing Trends for 2016

little data to having too much, leading to the rise of reporting "vanity metrics" such as Facebook "Likes". B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Everything is now measurable.

Should Facebook be regulated?

grow - Practical Marketing Solutions

Should children be exposed to graphic violence on Facebook without your knowledge and consent? Facebook’s “terror policy” is pretty weak. So, for example, if a hostage is live-streaming a beheading, that’s deemed appropriate content for a Facebook live stream. Kind of a weird line, but that’s the Facebook guideline right now. Or, is it?

Four ways Facebook Instant Articles will dramatically impact marketing

grow - Practical Marketing Solutions

Facebook announced it would open up Instant Articles -– formatted and optimized to load almost immediately -– to any publisher  without a special approval process. To make it effortless for even small bloggers, Facebook announced in a post this week that it is teaming up with WordPress for a plugin that allows us to publish from our blog directly to Facebook. Time will tell. 3.

What will replace Facebook? Six considerations

grow - Practical Marketing Solutions

A question I often receive in my classes and talks is “What will replace Facebook?” We look to history to see the progression of upstarts replacing established companies — didn’t Facebook replace MySpace? — and of course assume there is a new idea out there somewhere waiting to unseat Facebook as the leading social network. Facebook.

Has a Facebook Rebellion begun?

grow - Practical Marketing Solutions

I am amazed at how much Facebook can get away with. often get asked,  ”What competitor will unseat Facebook,” and my answer is “Facebook.” Facebook is the most pervasive social networking platform , with a whopping 80 percent of the U.S. But are there cracks forming in the Facebook master plan? What can “defeat” Facebook?

B2B Marketing Trends for 2016

little data to having too much, leading to the rise of reporting "vanity metrics" such as Facebook "Likes". B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Everything is now measurable.