Chris Koch

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How Manchester United Revolutionized Sports Marketing

Chris Koch

The NBA’s website, which houses player and team statistics from the league’s 67-year history, has helped double time spent on while generating more than 9.5 Ask me which English soccer, uh, football team I would support and I would say Liverpool. According to a controversial poll commissioned by the team, 650 million people worldwide say they support the team.

How social media muteness endangers your company: The crisis at McKinsey

Chris Koch

On June 20, long after the bloggers had already moved on, McKinsey finally made the survey and its methodology transparent and issued a cranky and defensive statement about the survey that helped things not at all. McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. textbook example of pragmatic thought leadership. The article itself is one of the best examples of thought leadership I have ever read. That picture is stark and scary.

6 Freaky, Funny, and Scary Abilities of Computer Organisms

Chris Koch

I intended to write this blog about some of the amazing, helpful, and scary things that robots can do today, but even a quick look at the information out there demonstrates that robot is already an archaic term, like calling a car a horseless carriage. They are as dependent on the computing environment that surrounds them as living organisms are on their ecosystems. Make humans shed tears.

What the slow death of B2B publishing means for marketers

Chris Koch

But if providers go farther and use thought leadership to help companies clarify their business needs and suggest solutions, 30% of respondents said they are more likely to choose those providers. Does that help clarify what to do next? Marketers always struggle with what to do next. There so many channels out there and so little time. The business model is broken. Try all of them.

Content Marketing Playbook: Strategy and Roadmap

cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.

6 ideas for sifting the mobility chaos

Chris Koch

who is a veteran of corporate networking (he helped develop the first devices for connecting PCs on the corporate network). Now companies can show off their brands and their wares in demos that are immersive, and repair people can find their way around a ship to a broken part (and a 3-D rendering of how to repair it) without help from anyone on board. Hire us.]“ “ But now the ubiquitous opening sentence seems to be: “Businesses are awash [drowned, buried, you get the idea] in data. Hire us.]“ My destination? New Jersey. Far from it. What do you think?

Four reasons to hate thought leadership

Chris Koch

First, because I’ve left ITSMA and joined SAP , where I will focus on marketing the good ideas of the many subject matter experts there. I’m going to share my experiences in helping to build an engine for developing and disseminating good ideas for SAP (with names changed to protect the innocent and guilty alike). I won’t be focusing on B2B marketing in the broadest sense anymore; I’ll be narrowing things to idea marketing (and the role that social media play in it). know because I have a column in my Twitter dashboard that searches the term. It’s bastardized.

Does integrity make you a social media loser?

Chris Koch

helping my followers learn and discover new people who have smart things to say about marketing. In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone. Lots of people seem to be having Twitter identity crises these days. Do you? Integrity is one of my few talents and I’m afraid it’s wasted on Twitter. That’s my list.

15 things marketers should stop doing and thinking in 2011

Chris Koch

But influence in social media isn’t purely a numbers game (though numbers can certainly help). 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. 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. Social media has ROI. Mobile.

Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?

How to use social media for B2B

Chris Koch

want to do something ambitious and I’m hoping you’ll help. 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. Monitoring tools help determine how much impact these smart things are having on our target audiences. Search tools can help you mine that data. Image by HubSpot via Flickr.

The prerequisite to effective social media: the idea organization

Chris Koch

Collaboration—both internally and externally—will help embed idea development into the culture. At 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. Eric Wittlake makes this point in a blog post this week and I heartily agree. What do I mean by an idea organization? Appeal to their egos.

I have seen the future of B2B marketing. It’s on Forbes.

Chris Koch

More importantly, they see smart people from SAP featured in it and that helps everybody. But the Forbes platform is an important step in helping companies understand that there is a time for selling but there is also a time (generally much earlier in the sales process) when customers and prospects are simply looking to be informed, educated and entertained. Proving that this kind of engagement helps make customers more likely to consider the company is the next big hurdle that marketers (myself included) have to cross. Reinforcing the no-pitch rule. Can’t Do Without.

6 lessons on how NOT to market to customers

Chris Koch

Many of us in B2B can be proud of how we educate our customers and prospects on the business issues they face—from current regulatory changes to future “sea changes.” We help ease them into the idea that they need our services and solutions to solve these problems so that the experience of spending all that money feels a little less like stepping off a cliff. But healthcare sure could use some help on the marketing front. 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.

Staffing and Launching Your Content Marketing Program

to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.

Why Can’t Companies Be More Like the Iroquois?

Chris Koch

Women hold a strong place in Iroquois society, leading individual clans within tribes, helping determine chiefs, and holding veto power over treaties and declarations of war (the Iroquois declared war on Germany in both world wars). English: Flag of the Iroquois Confederacy, Hiawatha Belt Français : Drapeau de la Confédération Iroquoise (Photo credit: Wikipedia). Caught on the Wrong Side.

Sales 23

Why salespeople should sell ideas: an FAQ

Chris Koch

They assume that salespeople can’t help them at that point. Sales and marketing need to work together to develop an idea network —a group of internal and external SMEs that can help develop and vet new ideas and put them into the hands of salespeople. We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. For the program to be successful, those ideas must find their way into the hands of salespeople. And I’m not sure that salespeople share the same passion for ideas as we do. That was in 2009.

FAQ 32

How do you know when you’ve reached the next level in social media?

Chris Koch

Here’s my take (I hope you will help me with your thoughts). I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). The great thing about the experience was that this company is already doing social media. 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. But even the how was different. This company has established a highly visible presence in social media—indeed, it has won an award for it. That got me thinking.

How to make social media add up to thought leadership

Chris Koch

Having this goal in the back of my mind helped push me to continue to blog about social media even though so many others were doing the same thing. Back in the eighties, when newspapers were only beginning to disappear, I worked for a local paper in a very competitive (journalistically, anyway) part of the world: the moneyed, New York City suburban area of Fairfield County, CT (Greenwich, Stamford, etc.). Among the five different newspapers that covered the same turf as I did was the New York Times, which had a section called “Connecticut Weekly” on Sundays. Motivate yourself to write.

B2B 37

Study: How Much of Your Content Marketing Is Effective?

on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?

Jobs Don’t Give Us Purpose and Meaning, Helping Does

Chris Koch

Companies Must Make Room for Helping. When you boil purpose and meaning down to their essences, you get helping. We become desperate to do something to help. Helping Beyond the Job Builds Engagement with the Job. But I did do something to help that I will never forget and got to bond with some colleagues that I had never met before. Helping Can Happen on the Job.

Social media’s Hallmark Moment: the Twitter Auto DM

Chris Koch

Perhaps you can add some yourself. (No doubt I’ll have fewer readers after this post—“Gosh, what’s his problem?! I’m just trying to spread a little good cheer!”—so I can use all the help I can get.). The “I’m genuinely interested in knowing you more—no really I am” category: “Let me know if I can help you in any way.” But now I’m on Twitter and I’ve just met you, so what kind of help are we talking about here? And yours, and yours, and yours… The “I’m totally desperate to get some freakin’ cash out of you or anybody else—can you help with that?” What do you do?”

How to get employees involved in social media: focus on ideas

Chris Koch

Creating an idea network helps demonstrate the importance of ideas to the organization. Marketers need to help create that culture in the company by facilitating the idea process. Many marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. But focusing solely on engagement is the wrong goal. What we should be talking about instead is getting those experts involved in creating ideas. Create an idea network as the basis for social media. Here are some examples of how this can work: Internal.

B2B 30

Sports Analogies Suck, Right?

Chris Koch

Sports teams are looking to change this dynamic by embracing metrics that help them quantify the value of loyal customers beyond ticket purchases – and reward those customers for their loyalty. How many times have you rolled your eyes at CEOs who use tired sports analogies like “getting to the goal line” or “our numbers show that we’re punching below our weight,” or “somebody dropped the ball on this one”? There are tons more like these. Please tweet your “favorite” or put it in a comment below.). No more. Convenience. Recognition.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Would spending more money help? tools can help companies maximize their efficiency. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. But brands.

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

Chris Koch

Cookies help us learn more about our website visitors, but you won’t learn nearly as much about the spending patterns of B2B executives through web cookies as you do with B2C buyers. Image 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.

Lead 23

Thought leadership is still dead; long live idea marketing

Chris Koch

And in Gartner’s defense, sometimes IT can be so complex and confusing that it really does help to have an acronym for talking about things. So I’d like to try, with your help, to nip TLM in the bud before it gains the power to make us all miserable. We need help from subject matter experts and salespeople with their ears to the ground in the market. Marketing is potentially great at the latter, but it needs help with the former. calendar helps marketing plan the frequency and focus of its output. This week, Gartner proved why we need to make the change.

B2B 24

Is the era of PR over?

Chris Koch

First, it focuses the agency on some clear goals—cranking out press releases and getting press mentions—and gives the guard dogs a degree of separation that helps with risk management. This means that metrics are based on merely making contact and shoveling crap out the door rather than helping influencers meet their goals. The emphasis is on contacting rather than helping. at the expense of helping. Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. Guard dog PR.

PR 20

What Pisses off the Man Who is the Face of 3D Printing

Chris Koch

Basically it’s the things we tamp down with Ritalin today: “We don’t let kids be playful, explore, or help them understand who they are,” he said. A CEO Who Lived the Crisis in Education. MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society. That background is why he was so pissed off at the recent Front End of Innovation conference, where he gave a speech about his approach to innovation.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

13 qualities of a good social media voice

Chris Koch

Writing style guides can also help, but who has time to plow through them? Gaining a reputation as the first with the latest news in your chosen subject area increases your relevance among others in your network and helps attract new followers. However, it helps to do a little research before sharing to make sure that the tidbit hasn’t been re-tweeted a million times already, or that there hasn’t been some change in the issue since you discovered it. Helpful. After all, the tools themselves are dead simple. But these policies are more like guardrails than signposts.

13 questions about social media and thought leadership

Chris Koch

Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling. Q. Another way is by picking themes to help guide your TL development. Smarter Planet helps SMEs at IBM focus. Marketing is helping develop offerings. Q. Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). If you’re in B2B marketing, you gotta go to this thing. So they are all here for your enjoyment.) Please add your thoughts! Q. link]. Q.

Koch to S(blank)0s: Drop Dead

Chris Koch

Add the “s” on the end, and you describe the crapmeisters who try to convince you that you need their help. In 1975, New York City was a real s—thole (I should know, I was a teenager growing up in the area at the time—yes, I’m that old). Dangerous, dirty, rundown, corrupt, without a trace of its current chicness and style, and, most significantly, broke. Image via Wikipedia. Now, this isn’t a political blog so I’m not going to take sides, but the rap on the city down in Washington, D.C. at the time was that the pain was all self-inflicted (a raging recession notwithstanding).

Is Twitter “social?”

Chris Koch

These days, my audience is B2B marketers and my goal is to help you learn. Majority 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. For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers. Twitter isn’t for conversation, it’s for learning. that they think is relevant. Learning is social, isn’t it?

Evangelizing a Content Marketing Program

how content marketing helps generate. strengths, and where do you need outside help? “ The entire ecosysystem is competing. 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. Why This Guide 6 III. Marriott, then 76.

There is only one objective in social media: create learning networks

Chris Koch

You need to build an internal network that focuses on identifying internal thought leaders and building alliances with external academics and customers who can help develop and test ideas. Internal knowledge share sessions and reward and recognition programs provide the motivation for thought leaders to emerge inside the organization and help imbue a thought leadership mindset into the culture. calendar helps marketing plan out the frequency and focus of its output. And yes, we are all unique. little. But in most things, we’re the same and we can usually acknowledge that.