Chris Koch

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

Chris Koch

It’s ironic, but there is a person who could have responded to this controversy in a very interesting way. 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. It is bold, clear, authoritative, and based on solid research. That picture is stark and scary. The chattering classes intrude. And so it did.

6 Freaky, Funny, and Scary Abilities of Computer Organisms

Chris Koch

Recently, researchers successfully launched a mock spyware attack through an EEG game in which they were able to reveal information about the user’s ”month of birth, area of living, knowledge of persons known to the user, PIN numbers, name of the user’s bank, and the user’s preferred bank card.”. Robots can’t do anything better than a computer except move. Make humans shed tears.

2011: The year of personal brands

Chris Koch

This is the year that the personal brand begins to do battle with the corporate brand. think we need to let the personal brand win—especially in B2B. It’s relevant but still a step removed from the truly personal connection. Then as marketers, we create a virtuous cycle that links these personal brands to the corporate brand. Pitting the corporate brand against the personal brand. Now, awhile back I wrote a post criticizing Forrester’s decision to prevent its analysts from hosting their own personal blogs. What happens when your personal brand quits?

6 ideas for sifting the mobility chaos

Chris Koch

Mobility should be corporate owned, personally enabled. For about 20 years (sad to say I was a journalist for even longer than that) it seemed that every white paper that crossed my desk began with some variant of this sentence: “As the world becomes more global and interconnected, businesses need a way to see through the complexity. Hire us.]“ “ But now the ubiquitous opening sentence seems to be: “Businesses are awash [drowned, buried, you get the idea] in data. Hire us.]“ “ Last week, I went looking for some good ideas on mobility. My destination?

Staffing and Launching Your Content Marketing Program

The funda- mentals of voice comes down to a personality—priori- tizing a set of traits that comprise an identity, and then. personality of, well, an actual person (the Supreme Court. The logical question now is, “So what personality traits. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY10 Another way to think of it is this: If your brand was the person at the dinner.

Why Companies Must Hire for Potential, Not Skills

Chris Koch

Nearly two-thirds (65 percent) of respondents to the PwC survey said they choose their jobs based on opportunities for personal development. One of my former bosses said she literally fished my cover letter and resume out of the trash. Frustrated that HR wasn’t sending her the right people for a writing job, she demanded that they turn over the submissions that they had already discarded.

3 ways to link marketing to revenue without metrics

Chris Koch

Hope to meet you live, in-person soon! I’m looking forward to our annual ITSMA spring road trip. This time, I’ll be speaking about how to tie thought leadership to revenue, starting in Santa Clara, CA next Wednesday, and in New York and Newton, MA the following week. Hope you can join us. Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. But hold the beverages.

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Eight attributes of a thought leader

Chris Koch

Based on these interviews and on my own experience working with thought leaders, I’ve started a list of key characteristics (please add your own attributes to this list): What are the personal attributes of a thought leader? Social media are growing up. The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Relevant experience. Presence. Rapport. Curiosity. Courage.

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6 lessons on how NOT to market to customers

Chris Koch

Then the interns show up again together later on in a big group trailing behind an older, more confident surgeon (surgeons seem to have no shortage of confidence and gain more as they age), making it clear that the interns are still being educated by this person and/or institution, thereby calling into question any of their assessments of the awesomeness of the surgeon. 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. Isn’t that sad? Hey, but that’s how it is. He’s a colleague.

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Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. short film series, “Year of Surprises”; a personalized. have a personal plane or a flying car.” “ We are a science, tech, innovation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. That’s why.

15 things marketers should stop doing and thinking in 2011

Chris Koch

Creating a temporary virtual community in the run up to an event to inform and liven up in-person meetings at the event. 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.

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How to write blog posts from a white paper

Chris Koch

If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. This person responded with a good question: How would you like it to read and sound? Need to poke fun at ourselves and our readers (without getting personal). It’s an important part of social media management. Eeewww!). ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there. New point of view.

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We need a chief marketing analytics officer

Chris Koch

Or if this person is going to be a technologist, he or she must have a serious grounding in analytics. There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Paul Dunay makes the case for one in this post, and Scott Brinker has been beating the drum for this for some time. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist. In the short term, I think marketing has a lot of catching up to do in terms of technology. So we need some important systems installed in the short-term.

Social media’s Hallmark Moment: the Twitter Auto DM

Chris Koch

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. I try to imagine the impulses that motivate the writers behind these parsimonious hanging chads of fake individualized attention. Why do I think this person has won an “excellent attendance” award in the past? Technology is wonderful isn’t it? hope you enjoy that.”. See if you agree with mine. Yes, I’ll look into that right away. Will try?

Why Can’t Companies Be More Like the Iroquois?

Chris Koch

This person must be relatively senior in stature and visible across all functions, serving as an internal partner to connect disparate groups around a customer-centric strategy. English: Flag of the Iroquois Confederacy, Hiawatha Belt Français : Drapeau de la Confédération Iroquoise (Photo credit: Wikipedia). Each tribe had its own language, customs, and culture. Caught on the Wrong Side.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

of only hiring one person to run an entire operation. to be set up for success: one person focused on strategy, another to handle execution, and a third to deal with. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

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

Chris Koch

This Is Making Me Think – Hard… The melding of business, IT, and personal life. I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice). The guy who manages the platform at Forbes, Lewis Dvorkin, (if he also created the platform he’s a freakin’ genius) recently wrote about its power to disrupt traditional journalism , citing my new employer, SAP, as one of the companies that sometimes get more hits for the stuff it posts than Forbes’ own journalism. Reinforcing the no-pitch rule. But hey, I’m a known crank. This Makes My Teeth Itch.

The 2 questions on every buyer’s mind

Chris Koch

Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Here’s why: Marketers who do this are more successful. These are the ideas that prompt buyers to think about change. Practical.

Why you need to turn your customers into stalkers

Chris Koch

The social media noise is personal. The characteristic that stands out is that these channels are all more personal than more traditional content. We marketers have to start thinking of ourselves as paparazzi, complicit in making our subject matter experts’ personalities and accomplishments as visible online as Britney Spears ’ stretch marks are in the trashy celebrity magazines. All of the best blogs are personal. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. Buyers have higher expectations for intimacy.

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

Chris Koch

Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? Marketers who let their subject matter experts get more personal with buyers will win in the end. Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number.

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Content Marketing Playbook: Strategy and Roadmap

person who is in no way connected to GE, interested in GE, or [who]. they’ll get smaller, and everybody will have a person- al plane or a flying car. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. years prior.

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

Chris Koch

They retained the information better when they watched the videos than they did when I taught in person,” he recalls. Pettis pledged personally to supply every high school in Brooklyn with a printer, and has enlisted hackers on the company’s 3D print-plan community sharing Web site, Thingiverse, to develop a curriculum for teachers to download and plans for printing objects in the classroom. “I want to put a 3D printer in every school in the US so kids can feel empowered to create,” he said. What Caused the F-Bomb. Viral How-Tos. Not that Pettis was a bad teacher.

Sports Analogies Suck, Right?

Chris Koch

Capturing this opportunity requires stoking fans’ passion not just during game days, but 365 days a year, through every conceivable channel – in person, on the web and through mobile and social media. Membership and loyalty programs extend the relationship beyond game day and provide a more personalized connection between a brand and its fans. Despite all these advances, few teams have all the information they need to get truly personal with their fans. There are tons more like these. Please tweet your “favorite” or put it in a comment below.). No more.

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

Chris Koch

Some of the tools let you define the types of comments or conversations that deserve a response, flag them, and route them to a designated person for action. 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.

How Jimmy Fallon Redefined the Celebrity Biography

Chris Koch

Jimmy’s Fallon’s career – and much of who he is as a person – can be summed up in eight minutes. Whether it’s all a put on ( Vanity Fair strongly suggests that it isn’t) Fallon comes across in 1998 just like he does now, as the kind of charming, funny person we would all like to be and, uniquely, the only one we can imagine being. Look, I don’t mean that as an insult.

Content Methodology: A Best Practices Report

stories per person • Total attention time • Total people • Total social actions • Avg. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. 12 21 28 Table of.

The Robot I’d Have a Beer with – After He Takes My Job

Chris Koch

And he lets humans invade his personal space whenever they want to manipulate his arms to teach him new things to do. The robots are taking over. know, sounds like a teaser for a 1950s sci-fi movie. But it’s happening. It’s really happening. Actually, it’s starting with just two robots. One is named Baxter. If you haven’t heard of Baxter, he is to our traditional perception of robots as a salt lick is to a gourmet meal. Most robots are single-function creatures, welding roofs to cars or drilling holes or some other basic operation. But Baxter is a robot of refinement. He multitasks.

How Technology Keeps Us from Being Citizens

Chris Koch

For every person who tweeted during the Arab Spring, there were many others who could not. Repurposing this from my recent post for SAP because I think it’s really important: Every now and then we have to remind ourselves that not having access to a computer or a smartphone has more serious consequences than missing out on playing Candy Crush whenever we feel like it. That’s particularly true when it comes to being a citizen. This isn’t easy to do. Take Small Steps. The good news is that even small steps taken to address the problem can make a difference. Latest Post Social Media

In social media, no one knows you’re an introvert

Chris Koch

Two interesting posts this week on how our personalities affect our online behavior. expresses shock that he turned out to be an extrovert on the Myers-Briggs personality test and wonders if you need to be an extrovert to be in social media. think social media turns most things we think about innate personality on its ear. Image via Wikipedia. Doubtful. What do you think?

Where is your mobile marketing center of gravity?

Chris Koch

Tags: Mobile Marketing B2B marketing Foursquare Google Google Maps iPhone 3G Mapquest Mobile phone Personal computer Smartphones Twitter

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B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Do too many cooks spoil the blog?

Chris Koch

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. Yet there’s no question that blog readers are looking to connect with a person, much as people follow their favorite columnists in a newspaper or a favorite character on a TV show. Image via Wikipedia.

Have you created a waking dream for your customers?

Chris Koch

Awaken personal aspirations. Most of us say we want to have dinner with Abe Lincoln because when we see his unmistakable face it creates a waking dream in us about the kind of person we’d like to be (and how far we still have to go). Another company is using automated algorithms to seek out and deliver targeted customer and competitive intelligence to salespeople—on a daily basis!

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How to build emotional engagement in B2B marketing

Chris Koch

Even making a cat more like a person works.) I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology? This may be the ultimate question in B2B, especially as we struggle to integrate social media into the overall marketing mix. Most of the things we sell are about as emotive as army ants. Respect.

There is no social media strategy, only marketing strategy

Chris Koch

It’s hard to imagine that kind of a complex, long-term, multi-person relationship ever happening entirely or even mostly in social media. The trust leads to a more personal relationship and hopefully, a purchase. Image via Wikipedia. I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here. Tweet This Post.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Is “social media campaign” an oxymoron?

Chris Koch

HP questioned Facebookers about their work styles and matched them to an “IT personality.” It drove them to a microsite featuring a hand-picked group of HP experts (such as these HP cloud experts) with the same “personality.” If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. would have had only slightly less disdain for the audience for these campaigns. You can read synopses of the programs here and here.)

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

Chris Koch

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. In pursuing a personal presence in social media, I had it easier than you will. You may have to adopt a more split business personality (and do more work). But his personal presence in social media is based on sharing best practices in B2B and social media generally—there’s nary a mention of his company or his day job. Monitoring is the foundation of your personal presence. That was the why of social media. Monitor.

The 2 questions on every buyer’s mind

Chris Koch

Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Here’s why: Marketers who do this are more successful. These are the ideas that prompt buyers to think about change. Practical.

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

Chris Koch

Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? You should read the whole thing, but one bit jumped out at me as great data for proving why we need to get more personal with buyers: “Through A/B testing we have found that pages with IBMers on them perform significantly better than those that do not have IBMers on them. Marketers who let their subject matter experts get more personal with buyers will win in the end. Pushing the easy button.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.