Chris Koch

APRIL 24, 2014

For every person who tweeted during the Arab Spring, there were many others who could not. 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. That’s particularly true when it comes to being a citizen.

Social Media 100

Social Media Communities Education Media 100

Chris Koch

MARCH 26, 2010

Filter research. Customer research can provide tons of fodder for content, but you can’t just dump it on SMEs unfiltered. And target that content to all of the stages of the buying process so that anyone encountering your content will find something that speaks to them personally. Incite them. Hire a content director.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

SEPTEMBER 9, 2011

Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. Among those who parse ideas, most split the pie in half between two types of ideas: Aspirational. These are the ideas that prompt buyers to think about change.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. Among those who parse ideas, most split the pie in half between two types of ideas: Aspirational. These are the ideas that prompt buyers to think about change.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

OCTOBER 30, 2009

And yet our latest annual survey of 355 buyers of complex IT solutions, How Customers Choose Solution Providers, 2009: The Importance of Personalization, Epiphanies, and Social Media, shows that the door to the C-suite is opening up. Tags: ITSMA Research Social Media ITSMA social media strategy social media technology. Tweet This Post.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

FEBRUARY 28, 2014

My colleague Elana Varon recently dug up research from temporary labor company Manpower that said that when asked to choose among a variety of hiring and training practices they used to address skills shortages, only 23 percent said they provided additional training and development to existing staff.

Paid Search Agency 100

Paid Search Agency Companies Training Education 100

Chris Koch

AUGUST 13, 2010

Following the trail of bread crumbs leads us to a caring, thoughtful person. As a researcher, I know that that is a pretty respectable survey sample. Tags: Customer Relationships Social Media Airliners.net B2B marketing Customer Research Flight attendant Hewlett-Packard JetBlue JetBlue Airways Mark Hurd Steven Slater.

Social Media 100

Social Media Media B2B SME 100

Chris Koch

FEBRUARY 18, 2011

Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” 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. Relevant experience.

Peer-to-peer 100

Peer-to-peer Thought Leadership Social Media Storytelling 100

Chris Koch

JUNE 5, 2009

If the crisis is seen as being morally averse, or causes harm in ways that seem ethically and morally averse to the average person, it will affect the pace and depth of losses. Customers have a tendency to “forgive” brands that take more steps to resolve a crisis than the average person can envision or may even think necessary.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

FEBRUARY 12, 2010

Recently, an analyst relations consultancy, SageCircle, broke the story that Forrester management will require its analysts to take down their personally-branded blogs or redirect readers to a Forrester-branded blog. IBM has as much IP to protect as Forrester, if not tons more —and it allows employees to have personal blogs.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

DECEMBER 29, 2009

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. The research confirms it.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

Chris Koch

SEPTEMBER 15, 2014

Research by my colleague Rob O’Regan has revealed a few ways to develop cross-channel cooperation: Put someone in charge. 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. How Do We Stop the Infighting?

De-duplication 100

De-duplication Paid Search Agency Companies Wikipedia 100

Chris Koch

JULY 28, 2010

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. There is also less disruption when a blogger leaves the fold. They enjoy getting to know the blogger over time. What do you think? Tweet This Post.

Blogger 100

Blogger Wikipedia Work Management Social Media 100

Chris Koch

JUNE 25, 2009

Social media will demand involvement that is much more personal. That’s why it’s important for us to start building our expertise in social media today, even if social media isn’t yet at the top of our marketing agenda (and our research shows that among B2B marketers, it is not). Social media is a social—not a business—phenomenon.

Social Media 100

Social Media Paid Search Agency Social Marketing B2B Marketing 100

Chris Koch

NOVEMBER 24, 2009

is the personal [Blog, Space …] of [Name] and only contains my personal views, thoughts and opinions. It should be clear that this is a personal effort, not a corporate one. People need to know that taking personal responsibility for their actions is the best guideline of all. This [Choose. Blog, Space.]

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

APRIL 30, 2010

According to a recent survey by ABI Research, 28% of respondents said that they access web sites from their phones at least once per day —up 75% in a year. Tags: Mobile Marketing B2B marketing Foursquare Google Google Maps iPhone 3G Mapquest Mobile phone Personal computer Smartphones Twitter. Tweet This Post.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

MAY 15, 2009

taking off generally, and ITSMA research showing increased uptake by their peers in B2B. I’ve always counseled them to not take it personally, and to try to reach out to business people and let them vent their anger and get past it. Most of my web 2.0 has any value for marketing. I present the usual stats showing web 2.0

Web 2.0 100

Web 2.0 Peer-to-peer Paid Search Agency Stats 100

Chris Koch

NOVEMBER 7, 2012

Our group’s mandate is to research the business issues that SAP’s customers and prospects care about and write exclusively about those issues—not our products and services. This Is Making Me Think – Hard… The melding of business, IT, and personal life. As a practitioner of idea marketing at SAP, that’s music to my ears.

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100

Chris Koch

JANUARY 15, 2010

He wasn’t a marketer, but he had been sent by a marketer, who hadn’t bothered to accompany him or even send an agency PR person for translation and kind supplication. Big, stony-faced and intimidating, with a lapsed football player’s gut and a big school ring buried into one of his fingers. This guy was a salesman. If so, how would you do it?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

JUNE 16, 2009

To someone her age, the concept of following immediately conjures up the issue of personal relationships—who you hate and who you like—and status—who is popular and who isn’t. It’s the first step to creating a personal social media platform. I think blogs are for thinking, not linking. Create your own ad hoc community.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

DECEMBER 2, 2011

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.” Facebook is the fun social network. Then HP did something cool.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

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.” Facebook is the fun social network. Then HP did something cool.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

MARCH 12, 2010

We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches. We tend to think of intimacy as being personal—something for the salespeople. I think so because social media is starting to give us a way to scale intimacy. We can do it with content. Unspoken intimacy.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

MARCH 18, 2011

Hope to meet you live, in-person soon! We need to create talking points for salespeople to use when communicating to customers and prospects, and we need to find ways to integrate salespeople into the content development and dissemination processes from the start. How do you link content to revenue? Please give me your thoughts.

Work Management 100

Work Management Thought Leadership Marketing Management Paper 100

Chris Koch

JUNE 18, 2014

Traditionally, that hasn’t been an issue because EEGs have been the exclusive domain of research labs and hospitals. But when it comes to knowing whom to shoot first, researchers are highly divided as to whether robots can ever be trusted not to act like mass killers or terrorists. Hack your thoughts, beliefs, and your bank PIN.

Organization 100

Organization Spyware Domain Opinions 100

Chris Koch

MAY 12, 2014

And he lets humans invade his personal space whenever they want to manipulate his arms to teach him new things to do. This is a big issue that MIT researchers Erik Brynjolfsson and Andrew McAfee tackle head on in their fascinating book The Second Machine Age. And he just lets them do it! What a wimp. Victor Has Got Some CPUs on Him.

Startups 100

Startups Distribution Internet Marketing Education 100

Chris Koch

DECEMBER 28, 2010

Creating a temporary virtual community in the run up to an event to inform and liven up in-person meetings at the event. What they don’t realize is that buyers have removed salespeople from the earliest stages of the buying process by doing their own research with colleagues, peers, on the web, and in social media.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

AUGUST 3, 2010

Indeed, the more personal nature of the communications makes good skills even more important because all the misdeeds can be easily tracked back to their source. On the other hand, if it sounds like you aren’t old enough to have a driver’s license, put more thought into it. Grammatical. Persistent. Sharing is the currency of social media.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

For example, Twitter updates that come with a link to something deeper to read (such as news, opinion, tips, research, and thought leadership) are more likely to be passed on, or retweeted, to others. We need to understand their experiences and offer content that fits their needs. Sharing is the currency of social media. Persistent.

Social Media 100

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

Chris Koch

NOVEMBER 20, 2009

So I’ve assembled some research, from both ITSMA and other sources that examines the case for social media. Our latest annual survey of 355 buyers of complex IT solutions, How Customers Choose Solution Providers, 2009: The Importance of Personalization, Epiphanies, and Social Media, shows that the door to the C-suite is opening up.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100

Chris Koch

JULY 29, 2011

It is bold, clear, authoritative, and based on solid research. That information vacuum led some bloggers to fill it with questions about the quality of McKinsey’s research and its motives. We understand how the language in the article could lead the reader to think the research was a prediction, but it is not.”. Oh, I get it.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100