Chris Koch

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Is ghost writing in social media right or wrong?

Chris Koch

The posts won’t be controversial so much for the content itself (although I hope that that happens eventually) as for the way I’m presenting it. I wanted to present the core arguments here to see what you think. I’m going to channel other people’s ideas, not my own. You can read the entire post here.

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

Chris Koch

Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Using ideas from the learning network, marketing needs to develop content. If learning is the objective, the rest falls into place.

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16 best practices for creating customer councils

Chris Koch

Use the Chatham House rule: “When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.”. Limit the number of members—no more than 25 at each meeting.

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16 best practices for creating customer councils

Chris Koch

Use the Chatham House rule: “When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.”. Limit the number of members—no more than 25 at each meeting.

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Why you need to turn your customers into stalkers

Chris Koch

It has made those little pictures and bios at the end of white papers seem inadequate when compared to the wealth of information we can see about people on such social media channels as LinkedIn and Twitter. Buyers have higher expectations for intimacy. And this is how we address the issue of scaling intimacy.

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Why B2B marketers hate social media

Chris Koch

When buyers engage their most important sources of information—their peers—most of those conversations (90%, according to a study by Walter J. The first hurdle for B2B marketers in developing a social media strategy is presenting a case for why their companies should be involved in social media at all.

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Bring marketing into the account planning process

Chris Koch

Marketing can reuse the information it discovers about a strategic account with other customers in that vertical. Using that information, the marketers worked with the sales team to develop an account plan. But the research investment has a useful life beyond one specific account.

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