Chris Koch

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Is ghost writing in social media right or wrong?

Chris Koch

Transparency is the “hidden” problem. As I interview SMEs around SAP and external influencers like analysts and customers, I want to be able to share the raw ideas in their earliest stages so that I can inform people and get their feedback.

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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. Not that the defenses were much more than Maginot Lines to begin with.

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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. Not that the defenses were much more than Maginot Lines to begin with.

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How to squander your leadership in social media

Chris Koch

The experts say that in the new era of social media, marketers need to stop delivering tightly-scripted, one-way messages and start engaging in uncontrolled, transparent conversations with customers and prospects wherever those conversations happen. Transparency? Social media experts often chide marketers about control.

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

Chris Koch

It’s kind of no surprise—when we are transparent, people trust us and feel better about the experience. For example, if we have a web page that is designed to get visitors to click deeper into our site, the presence of IBM experts on the page improves both the performance and the overall feedback we get about the page.

B2B 100
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The crisis of buyer information in B2B and how to fix it

Chris Koch

It’s kind of no surprise—when we are transparent, people trust us and feel better about the experience. For example, if we have a web page that is designed to get visitors to click deeper into our site, the presence of IBM experts on the page improves both the performance and the overall feedback we get about the page.

B2B 100
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The first steps to take when your brand is in crisis

Chris Koch

Be transparent. Before making any drastic brand decisions, it’s important to clarify what will be done to rectify the crisis and to understand the impact of the crisis on the business. As soon as you have an action plan in place for the business, communicate it. Assess the pace and depth of customer losses.

Branding 100