Chris Koch

NOVEMBER 13, 2009

Listen for conversation about your company or about relevant issues for you and your customers. Develop a strategy for responding to customers and influencers who talk about your company or relevant business issues. I divide participation strategy into three pieces (I go into each in more detail in this post ): Monitor.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

MARCH 19, 2010

Find and track the relevant conversations in social media and online. Monitoring can be used to discover customers and prospects that are most relevant for your offerings by observing the patterns and topics of their conversations. You want to have someone knowledgeable get involved in the most important and relevant conversations.

Social Media 100

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

Chris Koch

SEPTEMBER 23, 2011

that they think is relevant. I try to check it every day to see what people are sharing. 99% of the time, they’re sharing links to content—blogs, research papers, news stories, etc.—that I browse through the tweets and look for things that interest me.

Twitter 100

Twitter Broadcasting Social Media Opinions 100

Chris Koch

OCTOBER 12, 2010

For marketers, this diminished relevance of certain CIOs means two things, I think. With speeds and feeds no longer relevant, marketers must get the attention of customers through ideas about how to improve business services rather than technology comparisons. Those pundits have always been wrong.

Marketing Management 100

Marketing Management B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

SEPTEMBER 23, 2011

that they think is relevant. I try to check it every day to see what people are sharing. 99% of the time, they’re sharing links to content—blogs, research papers, news stories, etc.—that I browse through the tweets and look for things that interest me.

Twitter 100

Twitter Broadcasting Social Media B2B Marketing 100

Chris Koch

DECEMBER 2, 2011

They planned for it and tried to stanch the bleeding with a steady stream of relevant content to try to hang onto the minority who came for the contest but also had some level of interest in and need for marketing automation. This is your funnel on Facebook.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

They planned for it and tried to stanch the bleeding with a steady stream of relevant content to try to hang onto the minority who came for the contest but also had some level of interest in and need for marketing automation. This is your funnel on Facebook.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 23, 2009

Through one of the popular search engines, you set up a recurring search on key terms that will alert you to relevant online discussions of your brand, your competitors, and influencers. At its most basic, social media monitoring starts with what is known as the “vanity search.” But things can quickly get complicated from there.

Social Media 100

Social Media Tools Media RSS 100

Chris Koch

NOVEMBER 12, 2010

Also push them to join relevant groups and contribute to those groups. Make sure they have business profiles on the different networks (LinkedIn, Facebook, etc.). Push them to get lots of peer and customer recommendations and connections. Encourage them to blog.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

NOVEMBER 6, 2009

Like most marketers, I spend most of my time desperately seeking to understand my target audience (B2B marketers) and delivering content that they find relevant and engaging. It’s a struggle. But once a year around June, my life gets a little easier.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Budget Programs Business 100

Chris Koch

JANUARY 8, 2010

By creating content that offers relevant, timely, and useful ideas and education for buyers at all stages of the buying process, we create the incentives for buyers to engage with us in conversation and community. The purpose of social media is to create learning networks that buyers want to join. The enticements are ideas and education.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

SEPTEMBER 17, 2010

A new way to make idea marketing relevant. Interviews with industry luminaries? But readers are left to wonder, what’s the point? Why are you giving me all this stuff? What does it mean? Marketers need to invent their own version of subtle association. The publishing model of ads next to content won’t work, of course.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

MARCH 12, 2010

Consistency, relevance, and quality create a very intimate relationship with readers. We tend to think of intimacy as being personal—something for the salespeople. But we can do it by reliably delivering valuable content. Magazines have been doing it for years.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

NOVEMBER 24, 2009

Employees should be encouraged to become part of the community by doing research and linking to other relevant content—not just their own. Encourage community through sharing and attribution. Social media is not just a place for broadcasting opinions. Separate opinion from fact.

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

JANUARY 28, 2011

It’s relevant but still a step removed from the truly personal connection. I think we need to let the personal brand win—especially in B2B. Featuring big pictures and bios of your subject matter experts on your website is a good start, but it is the equivalent of paid search.

Personalization 100

Personalization Forrester Branding Brand Identity 100

Chris Koch

OCTOBER 12, 2009

We all like to share relevant, credible content through social media, and until now, most of that content has come through traditional media sources—mostly print publications that are pretending to have a viable business model online.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

JULY 10, 2009

In keeping with my recent post about being part of the B2B online marketers guild, I wanted to point you to the B2B Marketing Zone, where Tony Karrer has done a nice job of building a list of relevant B2B marketing blogs (including mine—thanks, Tony!) Another great example of the aggregation blog strategy that I was talking about.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

MARCH 12, 2012

The challenge to create a single source of the truth is no less relevant today than it was 20 years ago—except that now many more people could make advantage of that integration through their mobile devices. Make mobility “fit the purpose.” Many employees have mobile devices who shouldn’t, said Kachroo.

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 100

Chris Koch

AUGUST 3, 2010

Lack of relevance is a ticket to deletionville. 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. The smartest blog comment sounds dumb if the point has already been debated in the comments section.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

Lack of relevance is a ticket to deletionville. 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. In social media, obfuscation only brings a swift, often large-scale, backlash. Empathetic. Everybody loves a scoop.

Social Media 100

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

Chris Koch

JULY 29, 2011

Such a bold and relevant piece of thought leadership was bound to capture mainstream media interest, and this one certainly did —another coup in McKinsey’s long string of thought leadership marketing successes. Among employers with the higher level of knowledge about the law, the percentage that would drop coverage rises to 50%.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100