Chris Koch

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

Chris Koch

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. This crisis unfolded online and in social media. Companies that lack a human face and hide behind their brands—no matter how good those brands are—will suffer in the era of social media. textbook example of pragmatic thought leadership.

How Manchester United Revolutionized Sports Marketing

Chris Koch

Research by my colleague Rob O’Regan has found that hanging onto the kind of global popularity enjoyed by Man U requires focusing on four key channels: Social media. As part of its sponsorship of UK soccer team Tottenham Hotspur, Under Armour ran a social media contest that attracted entries from fans in more than 50 countries. Have a Backstory. What Happens When You Start to Lose?

7 reasons why social media success has nothing to do with social media

Chris Koch

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. But when the panel was over, I realized something scary: Most of the success factors we wound up talking about had nothing to do with social media. They had to do with other things that companies have to do before they can successfully engage in social media. Here are some examples: Most C-level executives are not in social media—they’re in search. Social doesn’t happen in B2B without a culture change. Is Twitter “social?”

Is “social media campaign” an oxymoron?

Chris Koch

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. After all, “engaging” is one of the four components of social media management. But then I see something like HP Technology Services (HPTS)’ “Where’s the Humanity in Your Technology” campaign, or Hitachi Data Services ( HDS )’ Social Media Buzz campaign. Facebook is the fun social network. But my monism was shaken not just by our social media award winners but by something else I saw this week. You’ve heard of Farmville, right?

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. Look for.

The last of the anti-social marketing tactics

Chris Koch

And yet we keep spending hard-earned shareholders’ dollars creating these shallow soundbites that are supposed to protect our brands, even though the transparency of the internet, and now social media, have rendered such defenses useless. Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV.

Does integrity make you a social media loser?

Chris Koch

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+. Share and Enjoy: Latest Post Social Media B2B marketing Chris Brogan Google marketing Mitch Joel Online Communities social media management social media strategy Social network Triberr TwitterLots of people seem to be having Twitter identity crises these days. Do you? That’s my list. What’s yours?

6 ideas for sifting the mobility chaos

Chris Koch

In this increasingly global and interconnected world [hey, we can't deny the past, right?] of data overload from social media and mobile phones, businesses are looking for a way out. 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.]“ Hire us.]“ “ Last week, I went looking for some good ideas on mobility. My destination?

Four reasons to hate thought leadership

Chris Koch

First, because I’ve left ITSMA and joined SAP , where I will focus on marketing the good ideas of the many subject matter experts there. I’m going to share my experiences in helping to build an engine for developing and disseminating good ideas for SAP (with names changed to protect the innocent and guilty alike). I won’t be focusing on B2B marketing in the broadest sense anymore; I’ll be narrowing things to idea marketing (and the role that social media play in it). It disregards social media. It’s a set up for failure. Truly great ideas are rare.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. Look for.

The prerequisite to effective social media: the idea organization

Chris Koch

But then this got me to thinking, without a commitment to ideas throughout the organization, all these dollars we’re starting to spend on social media will be wasted. In other words, unless we become idea organizations, we’re not going to have much to say to customers, prospects, and influencers in social media. Think about it: if employees aren’t comfortable sharing their ideas with each other, how will they ever be comfortable talking about them in social media? Eric Wittlake makes this point in a blog post this week and I heartily agree. Appeal to their egos.

3 ways to link marketing to revenue without metrics

Chris Koch

Latest Post Marketing Metrics and Analytics B2B marketing Business IBM ITSMA ITSMA Research marketing New York Sales Social Media Thought leaderI’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. Alas, no such magic metric exists. We’re focusing on the wrong things. If you have the ability to measure those two things, then great. Here are three ways to do it: Connect ideas to offerings.

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4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

Recently, I was preparing a workshop on social media for an ITSMA client. The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay? Again, I’m not saying Facebook shouldn’t be part of a B2B social media strategy, but its utility as a platform for building a deeper relationship with B2B buyers still seems limited. Latest Post Social Media B2B marketing Business-to-business Cisco Company EMC Corporation Facebook Intel LinkedIn marketing social media management social media strategy Twitter

Eight attributes of a thought leader

Chris Koch

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. Latest Post Thought Leadership B2B marketing Business Edelman Internet Marketing ITSMA ITSMA Research leadership Management Social Media Thought leader TwitterInteresting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.”

How do you know when you’ve reached the next level in social media?

Chris Koch

I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). The great thing about the experience was that this company is already doing social media. In other words, I didn’t have to spend any time defending the honor of social media and explaining why they should be doing it. This company has established a highly visible presence in social media—indeed, it has won an award for it. What is the next level of social media in B2B and how do you know when you’ve gotten there? That got me thinking.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. Look for.

2011: The year of personal brands

Chris Koch

If you follow social media, you probably know most of the story already. wish I had the numbers to prove it, but my sense based on my own experience in social media is that Owyang’s personal brand won that battle. But as social media raises the ante for putting a personal face to the corporate brand, we are going to have to work through the issues that Forrester is grappling with right now. 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. Testing the popularity of content.

6 lessons on how NOT to market to customers

Chris Koch

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. Social media are like a school of sharks; keep moving forward or sink lifelessly to the bottom. Latest Post Marketing Strategy B2B marketing Business Business-to-business Health care Internet Marketing marketing Marketing and Advertising Social MediaIsn’t that sad? Hey, but that’s how it is. Well, I have an explanation, or an excuse, and a damned good one at that. The answer is: nothing. He’s a colleague. Thanks, Doc.

15 things marketers should stop doing and thinking in 2011

Chris Koch

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. We all know twitter can’t start revolutions or substitute for gazing meaningfully into someone’s eyes over dinner, but what I don’t understand is why the critics can’t see a link between the bonds that we form on social media and the deeper links that we forge offline. The theory is that social media powered by humans doesn’t scale well. Mobile.

Marketing’s golden opportunity in innovation

Chris Koch

Innovation is becoming more external to companies and more social. Even funding for innovation is becoming more external and social. Social media management and innovation. ITSMA’s social media research (free excerpt available) shows that marketing is responsible for monitoring social media and for training, governing, and supporting the organization in using social media. Marketing is essentially in charge of collaboration both inside and outside the company through its leading role in social media. CMOs can succeed where CIOs struggled.

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. It’s an important part of social media management. Blogging Idea Marketing Latest Post B2B marketing Blog Business Business-to-business ITSMA Research marketing Paper Social Media social media management White paperEeewww!). ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there.

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Social media’s Hallmark Moment: the Twitter Auto DM

Chris Koch

Social Media Facebook Online Communities Social network TwitterI 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. Technology is wonderful isn’t it? hope you enjoy that.”. See if you agree with mine. Yes, I’ll look into that right away. What do you do?” Will try?

How to make social media add up to thought leadership

Chris Koch

How to use social media to create thought leadership. In the nearly three years I’ve been writing this blog, I’ve been relentlessly chronicling my pursuit of the developing story of social media for B2B marketers and absorbing your comments and real-world stories. This week, we released my ITSMA Special Report: “How to Fit Social Media into your Overall Marketing Strategy and Make it Stick.”. In the process, I discovered five important steps that B2B companies must take to integrate social media into the overall marketing strategy. The predatory strike of summation.

How to get employees involved in social media: focus on ideas

Chris Koch

Many marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. Create an idea network as the basis for social media. When ideas are an expectation, social media participation is easier. When employees know that they are expected to be thinking—and getting that thinking out into the market—engagement in social media participation becomes easier. Social media becomes a great test bed for testing ideas and getting feedback. But focusing solely on engagement is the wrong goal.

How to use social media for B2B

Chris Koch

want to do something ambitious and I’m hoping you’ll help. I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line. think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. Create social media policies for engagement—and support them.

Why salespeople should sell ideas: an FAQ

Chris Koch

No doubt that number has continued to go up—especially with the rise of mobile and social media. We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. For the program to be successful, those ideas must find their way into the hands of salespeople. And I’m not sure that salespeople share the same passion for ideas as we do. think they need to be convinced. Please tell me if you think the following does the job: Relationships are what matter in selling. Why should I start selling ideas instead?

FAQ 36

Where is the utility in mobile apps for B2B?

Chris Koch

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). Mobile Marketing B2B social media Business Business-to-business Facebook LinkedIn Mobile apps Second Life Social Media Twitter UtilityFor customers in this realm, I think utility has long meant access to their peers and to expert advice during the purchasing and post-sales processes. Are you?

Why you need to turn your customers into stalkers

Chris Koch

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. In social media, we announce, as Tom Waits does in my favorite song of his, “Goin’ Out West,” that “I’m gonna make myself available to you.”. 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.

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

Chris Koch

It may seem facile, but social media are the answer. They really do. I saw a terrific interview recently with Ethan McCarty of IBM, who talked about how IBM is working to get its employees involved in internal knowledge sharing through social mechanisms. Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Pushing the easy button.

Stop doing PR. Start doing visibility.

Chris Koch

Most journalists have discovered social media as an important research tool. Examples of how you do this are: Make them visible on social networks. Don’t require them to come to you before scheduling interviews or responding to customers and influencers through social media. Tags: Latest Post Marketing Strategy B2B marketing Facebook LinkedIn PR PR Strategy Press release Public relations Social Media Social network Subject matter expert Twitter Thanks for the great comments on last week’s post, “Is the Era of PR Over.&# Outreach. Gatekeeper. Placement.

PR 30

3 factors in winning the social media horse race

Chris Koch

It’s way too early to make a call, so I’m not going to presume to know G+’s prospects for success (especially when it hasn’t even been officially launched), but there are a few things that the rise of a possible new giant in social networking points out: Social networks are porous. One writer claims that the attraction of G+ is the opportunity to start over in social networking. The argument is essentially that we’ve screwed up everything in Facebook and G+ is our social media morning after pill. There are only two types of content in social media. That’s it.

Thought leadership is still dead; long live idea marketing

Chris Koch

What types of vehicles (councils, conferences, white papers, social media, etc.) Marketers must become publishers, with a process for refining and presenting content through various vehicles (such as conference presentations, white papers, social media, etc.). There is only one objective in social media: create learning networks (christopherakoch.com). So much of what passes for thought leadership these days is little more than warmed over brochures. Last year, I wrote a piece that talked about why thought leadership is dead and why we needed a new term to describe it.

Is Twitter “social?”

Chris Koch

Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. 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. And in many years of interviewing this audience and blogging to it, they all tell me that they get online to learn, not socialize (even the older ones use online search like crazy. Learning is social, isn’t it? that they think is relevant.

The Worst Source of Work Conflict

Chris Koch

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. From infancy, we are trained to respond to social cues. They give off social cues that viewers automatically pick up, which can lead to a negative bias, which can lead to conflict. I have two attributes that set me up for conflict with my current colleagues at SAP. But after two-and-a-half years working here, I’ve decided that both of those assumptions are completely wrong. Culturally clueless.

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. Some teams have set up “war rooms” that monitor social media to engage with fans. How many times have you rolled your eyes at CEOs who use tired sports analogies like “getting to the goal line” or “our numbers show that we’re punching below our weight,” or “somebody dropped the ball on this one”? There are tons more like these. No more.

13 questions about social media and thought leadership

Chris Koch

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. I can’t wait. MarketingProfs’ Megan Leap came up with some excellent questions for me about thought leadership and social media for this week’s TechChat. Especially in social media, their subject matter experts need to take center stage. What are some qualities of a good social media voice?

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

Chris Koch

There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. We all assume that our organizations are unique and that we must devote great sums of time and money to figuring out what our particular motivation is for social media and how we will carry it out. find that we’re applying the same logic to social media. Now don’t get me wrong. I’m not saying we shouldn’t have objectives and strategies for social media. I’m just saying that we shouldn’t assume, as we do by default, that ours are much different from anyone else’s.

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

Chris Koch

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.” Most of the tools let you segment the different types of social media to determine where conversations are happening—such as blogs vs. Facebook. Biz360.

Is the era of PR over?

Chris Koch

But the death of the media and the rise of the web and social media mean that the traditional model for PR, already creaky and inefficient, is becoming indefensible. Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e., a journalist) and the customer’s customer (i.e., the readers of the journalists’ publications). Looked at this way, there are only two types of PR: Guard dog PR and placement PR. Guard dog PR.

How Technology Keeps Us from Being Citizens

Chris Koch

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. Latest Post Social Media 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.