Chris Koch

NOVEMBER 24, 2009

One of the cornerstones of a social media strategy is having a clear set of corporate social media guidelines or policies. Here are some recommendations based on a cross-section of social media policies from B2B companies, including social media policy examples from some leading B2B companies. This [Choose. Blog, Space.]

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

AUGUST 13, 2010

But we’re in the era of social media now, so there are breadcrumbs in the forest that lead us to a fuller explanation of who Slater is and why he did what he did. Social media fills in the background to the blowup. You can do that on a social media site called Glassdoor. And until Hurd was fired, his picture went next to that 2.4

Social Media 100

Social Media Media SME B2B 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

OCTOBER 14, 2011

Social media a-lister Chris Brogan, who had a policy of following back everyone who followed him, deleted everybody before finally settling on a few hundred people to follow and shifting his attention to the new social network on the block, G+. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone.

Social Media 100

Social Media Media Twitter Social Networks 100

Chris Koch

OCTOBER 14, 2011

Social media a-lister Chris Brogan, who had a policy of following back everyone who followed him, deleted everybody before finally settling on a few hundred people to follow and shifting his attention to the new social network on the block, G+. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone.

Social Media 100

Social Media Media Twitter Social Networks 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

JANUARY 15, 2010

He swung his expanded briefcase up onto the table, pulled out a media kit bulging with press releases about speeds and feeds and plunked it down on the table in front of me. Pledging to do more with social media isn’t the answer. Getting into social media really means getting into publishing. That’s for you,” he said.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 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

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. In Boston, meanwhile, the city is trying to use its own technology as a way to fill the online access gap. Latest Post Social Media'

Social Media 100

Social Media Communities Education Media 100

Chris Koch

SEPTEMBER 23, 2011

A 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. Am I wrong to believe that B2B audiences will gradually come to social media channels like Twitter to learn?

Twitter 100

Twitter Broadcasting Social Media Advertising Mediums 100

Chris Koch

SEPTEMBER 23, 2011

A 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. Am I wrong to believe that B2B audiences will gradually come to social media channels like Twitter to learn?

Twitter 100

Twitter Broadcasting Social Media B2B Marketing 100

Chris Koch

DECEMBER 10, 2012

Mitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn).

Peer-to-peer 100

Peer-to-peer B2B Social Media Mobile Marketing 100

Chris Koch

SEPTEMBER 24, 2010

From what I can tell, the internet didn’t disrupt the basic model for the sales enablement process; it just moved much of it online. Social media changes sales enablement. But then social media came along and it really did change everything. But then social media came along and it really did change everything.

Peer-to-peer 100

Peer-to-peer Wiki Marketing Management Internet Marketing 100

Chris Koch

MARCH 5, 2010

We’re seeing mobile be part of an integrated approach to social media, not as a standalone. The other company has a mobile application for its private, gated online community so that mobile members can keep up with message boards and forums that change frequently (there are over 100 subject-oriented communities within the site).

Wiki 100

Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

MAY 21, 2010

Social media is beginning to teach us that long qual forms are going the way of the dodo. Especially as social media takes off, we’re finding that prospects and customers have less and less patience for giving us that information. I find much more value in Twitter than in any of the other social media networks.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

JANUARY 21, 2011

Social media have created so much noise that it’s becoming more difficult for the good old white paper to stand out. The social media noise is personal. But let’s look at the social media noise more carefully. All through 2010, marketers have been telling us that they are having a harder time getting their content noticed.

Social Media 100

Social Media Budget Programs Paper Stats 100

Chris Koch

FEBRUARY 18, 2011

Social media are growing up. Clearly, there’s a growing hunger for thought leadership in social media. Our prospects and customers want us to cut through the noise of social media just as they’ve wanted us to cut through the noise of every other communications channel that came before.

Peer-to-peer 100

Peer-to-peer Thought Leadership Social Media Storytelling 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. If your subject matter experts don’t want to write, use other types of media to populate the blog such as videos and podcasts. Visibility. Just don’t MSE (Make S**t Up).

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

JUNE 9, 2014

Blogs, social media, and even videos have much more power to offend people. In social media the conflict can become exponentially worse because it can be crowd sourced. However, e-mail is not the only culprit here. Slices the workday into impenetrable chunks. So if all these technologies are so dehumanizing how do we fix them?

Distribution 100

Distribution Training Opinions Trust Marketing 100

Chris Koch

AUGUST 16, 2011

It got me thinking, what if a similar easy button comes along for online marketing? The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

It got me thinking, what if a similar easy button comes along for online marketing? The “voluntary policing” being done by the ad industry today online is at best an uneasy truce with an internet public not yet bothered enough, too lazy, or too uniformed to do anything about shutting off the cookie oven for good.

B2B 100

B2B Privacy Click Rate Internet Marketing 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

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

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

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

MAY 15, 2012

Buyers are spending much more time online than they used to. No doubt that number has continued to go up—especially with the rise of mobile and social media. What does online search have to do with selling? A (fairly old) study by Forbes and Google found that 80% of C-level executives perform at least three web searches per day.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

JANUARY 29, 2010

But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. We should expect those prices to change as social media takes hold among buyers. Account history.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. We should expect those prices to change as social media takes hold among buyers. Account history.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

SEPTEMBER 11, 2009

With customers able to do so much research online, the way to get in the door these days is to have information that isn’t readily available elsewhere. Take advantage of social media platforms to create information sharing groups for salespeople. This is the one that’s actually within marketers’ control. Make it social.

Marketing Automation Services 100

Marketing Automation Services Consulting B2B Sales Paid Search Agency 100

Chris Koch

SEPTEMBER 11, 2009

With customers able to do so much research online, the way to get in the door these days is to have information that isn’t readily available elsewhere. Take advantage of social media platforms to create information sharing groups for salespeople. This is the one that’s actually within marketers’ control. Make it social.

Marketing Automation Services 100

Marketing Automation Services B2B Sales Consulting Marketing Automation 100

Chris Koch

OCTOBER 1, 2010

It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. All the top social media pros will be there and the focus will be all B2B. traditional media companies. I can’t wait. IBM does that.

Thought Leadership 100

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

Chris Koch

DECEMBER 28, 2010

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. Social media relationships are shallow and meaningless. Soon, we’ll be able to automate our social media relationships through bots that can judge sentiment.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

NOVEMBER 20, 2009

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. Two main threads underpin the logic behind these urgings: Your customers are becoming more active in social media, so you’d better get with it. How strong do you think the arguments are?

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100

Chris Koch

MAY 13, 2011

I take a perverse pleasure in reading my Twitter DMs, 99% of which are of the automated variety, looking for the heartfelt sentiment that goes out to me and thousands of other close personal friends every day from people I’ve started following.

Twitter 100

Twitter Validation CAN-SPAM Facebook 100

Chris Koch

JULY 29, 2011

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. Despite its prowess in thought leadership—McKinsey is simply the best—the firm is falling dangerously behind in social media.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100

Chris Koch

JULY 9, 2010

An example of what I’m talking about is IBM’s Innov8 online game. Tags: Mobile Marketing Thought Leadership B2B marketing Marketing Strategy Social Media Video game. Ask anyone forced to sit out a video game session while his (gamers are mostly guys) friends play and they’ll tell you that experience trumps observation every time.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Marketing Management Cross-Selling 100