Chris Koch

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How Manchester United Revolutionized Sports Marketing

Chris Koch

Liverpool FC maintains 17 local language Twitter accounts. Ask me which English soccer, uh, football team I would support and I would say Liverpool. Not for any defensible reason; it’s just because that’s where the Beatles are from and because I know next to nothing about that kind of football (I think they made us play it once in gym class when I was in 7 th grade). Have a Backstory.

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

Chris Koch

Businesspeople don’t care how many Twitter followers you have. Is Twitter “social?” Share and Enjoy: ITSMA Research Social Media Thought Leadership B2B marketing Business Business-to-business ITSMA marketing Marketing and Advertising social media management Social media marketing social media strategy TwitterThis week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. Social doesn’t happen in B2B without a culture change. 30% said yes.

Is “social media campaign” an oxymoron?

Chris Koch

Indeed, HDS initially started publicizing its contest across Twitter, LinkedIn , Google AdWords , and with media partners as well as Facebook, but soon shifted most of the budget to Facebook because response was so much better there. ITSMA Research Latest Post Social Media B2B marketing Business-to-business Eloqua Facebook ITSMA LinkedIn marketing Marketing Automation SlideShare Thought Leadership TwitterIf you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. You’ve heard of Farmville, right?

How to measure influence in social media marketing

Chris Koch

The only difference between us and the monkeys is that we usually remember to eat while we watch the Oscars or check our Twitter follower counts. Others include Klout and Twitter Grader, which focus on the social networks. Image via Wikipedia. Indeed, science tells us that monkeys would rather look at pictures of high-ranking members of their troop than eat. The monitors.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Organic Paid 1 2 3 4 5 6 7 FACEBOOK INSTAGRAM PINTEREST SNAPCHAT EMAIL EMAIL FACEBOOK TWITTER LINKEDIN OUTBRAIN/PINTEREST INSTAGRAM TABOOLA PAID AND ORGANIC CONTENT. In a bit of an upset, Twitter conquered LinkedIn in. Twitter’s average CPC hovers around. $1, while LinkedIn is a more premium service, offering. brands to be on Instagram than Twitter by 2017. Marketing.

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. But now I’m on Twitter and I’ve just met you, so what kind of help are we talking about here? category: “I’m using this to make money on Twitter, I hope you find it useful.” hope you enjoy that.”.

Eight attributes of a thought leader

Chris Koch

Latest Post Thought Leadership B2B marketing Business Edelman Internet Marketing ITSMA ITSMA Research leadership Management Social Media Thought leader TwitterSocial 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.” Clearly, there’s a growing hunger for thought leadership in social media. Relevant experience. Presence. Rapport. Curiosity.

4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

keep waiting for Facebook to buy LinkedIn or Twitter and just put an end to the business vs. consumer distinction. Latest Post Social Media B2B marketing Business-to-business Cisco Company EMC Corporation Facebook Intel LinkedIn marketing social media management social media strategy TwitterRecently, 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? We don’t see the value of it for B2B and we want it off the table. Why not?

15 things marketers should stop doing and thinking in 2011

Chris Koch

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. For example, the viral relationship model of Twitter adds a new dimension to relationships, it doesn’t subtract. Now, are a handful of real relationships a good return considering that I have 1400 followers on Twitter? Social media cause people to waste time at work. Dude, this stuff isn’t heroin, okay?

Evangelizing a Content Marketing Program

than ever—from recommendation widgets like Out- brain and Taboola to hyper-targeting on Facebook, LinkedIn, and Twitter to emerging experimental options. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Marriott, then 76.

Where is the utility in mobile apps for B2B?

Chris Koch

Mobile Marketing B2B social media Business Business-to-business Facebook LinkedIn Mobile apps Second Life Social Media Twitter UtilityMitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. As is often the case, his advice pertains more to B2C than B2B, as I point out in a comment: “Utility” is a clear, succinct way of putting it. I am concerned about the B2B side of things, though, for complex technology solutions in particular. Perhaps we need to wait for the second coming of Second Life for that. Are you?

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

Chris Koch

Latest Post Social Media Thought Leadership B2B marketing Business Facebook Idea marketing Marketing and Advertising social media management social media strategy Subject matter expert TwitterMany marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. But focusing solely on engagement is the wrong goal. What we should be talking about instead is getting those experts involved in creating ideas. Create an idea network as the basis for social media. Here are some examples of how this can work: Internal.

How to use social media for B2B

Chris Koch

Taking a poll in a LinkedIn or Facebook group, asking for input from Twitter followers, or asking for information through comments on blogs are some of the ways to gather information. Tags: Blogging Social Media B2B marketing Blog Business Facebook ITSMA ITSMA Research LinkedIn marketing Marketing and Advertising social media strategy Thought Leadership Twitter Here they are: Monitor.

Why you need to turn your customers into stalkers

Chris Koch

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. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey. So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do.

Stop doing PR. Start doing visibility.

Chris Koch

Get them twittering. Twitter’s viral relationship model means that your subject matter experts can build up their networks of influence much faster than through a press release. 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.&# Okay, so if the traditional model for PR is failing, what do we do instead? to prepare them to be public representatives of the company. Outreach.

PR 30

Content Methodology: A Best Practices Report

Twitter, Facebook, Snapchat, LinkedIn, etc.) • Combination of link. 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. for Content Methodology IV. the stories.

Is Twitter “social?”

Chris Koch

Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers. But I treasure this “eliteness,” and while older, high-level executive technology buyers are not on Twitter, the younger ones (and those that wannabe C-level executives) are. Twitter isn’t for conversation, it’s for learning. So I treat Twitter like a reporter rather than a cocktail party host. These days, my audience is B2B marketers and my goal is to help you learn.

B2B 16

3 factors in winning the social media horse race

Chris Koch

For example, just when I was lamenting having to do over all the work I’ve done to build up a Twitter community with some true interaction and conversation in G+, along comes a browser extension called SGPlus that lets you post on G+ and share it across Twitter and Facebook at the same time. One of the reasons that Twitter is compelling is because its content is so short. Twitter kills the long-winded entry about nothing. Twitter killed them all. G+ tries to split the difference. Seems everyone has an opinion about Google’s G+. So much so that it takes a PhD.

Koch to S(blank)0s: Drop Dead

Chris Koch

If so, do you know how boring it makes it? I’ve stopped following anyone on Twitter who puts S(blank)0 in their bio. In 1975, New York City was a real s—thole (I should know, I was a teenager growing up in the area at the time—yes, I’m that old). Dangerous, dirty, rundown, corrupt, without a trace of its current chicness and style, and, most significantly, broke. Image via Wikipedia. Now, this isn’t a political blog so I’m not going to take sides, but the rap on the city down in Washington, D.C. The (blank) in this case is “E” for “engine.” So why not just spell it out?

Koch to S(blank)0s: Drop Dead

Chris Koch

If so, do you know how boring it makes it? I’ve stopped following anyone on Twitter who puts S(blank)0 in their bio. In 1975, New York City was a real s—thole (I should know, I was a teenager growing up in the area at the time—yes, I’m that old). Dangerous, dirty, rundown, corrupt, without a trace of its current chicness and style, and, most significantly, broke. Image via Wikipedia. Now, this isn’t a political blog so I’m not going to take sides, but the rap on the city down in Washington, D.C. The (blank) in this case is “E” for “engine.” So why not just spell it out?

Content Marketing Playbook: Strategy and Roadmap

stalwarts like Facebook, Twitter, and LinkedIn to emerg- ing platforms such as Instagram, Pinterest, and Tumblr. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. years prior.

13 questions about social media and thought leadership

Chris Koch

Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). My answers sparked a lot of debate, so I’ve put them together for you here to see if they will spark the same kind of discussion here. (As an extra added bonus, due to Twitter’s typical evening queasiness, we weren’t able to post all the questions during the appointed hour. Video, blogs, Twitter? A. If you’re in B2B marketing, you gotta go to this thing. So they are all here for your enjoyment.) Please add your thoughts! Q. link]. Q.

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

Chris Koch

Whether it’s blogs, Twitter, LinkedIn, or private communities that we build ourselves, the common thread is that by focusing on learning we build and retain buyers’ interest. 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. And yes, we are all unique. little. But in most things, we’re the same and we can usually acknowledge that.

Is Twitter “social?”

Chris Koch

Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers. But I treasure this “eliteness,” and while older, high-level executive technology buyers are not on Twitter, the younger ones (and those that wannabe C-level executives) are. Twitter isn’t for conversation, it’s for learning. So I treat Twitter like a reporter rather than a cocktail party host. These days, my audience is B2B marketers and my goal is to help you learn.

Integrating mobile into B2B marketing

Chris Koch

For example, the Twitter stream from this thing (#MPB2B) is still going strong weeks later. Tags: Mobile Marketing B2B marketing Business Kipp Bodnar marketing Marketing and Advertising MarketingProfs Social Media Social network Twitter Great conferences have impact that lasts long after the day (or two or three) that they occur. CK kicks butt and takes names. Cohen on Vimeo.

Staffing and Launching Your Content Marketing Program

on each of our primary distribution channels (email, Facebook, Twitter, LinkedIn, and Google+). ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. 200,000 readers.

Where is your mobile marketing center of gravity?

Chris Koch

Right now Foursquare is the Twitter of location. But Twitter and Foursquare already do that, so again, you need something more behind the app than just the location feature. Tags: Mobile Marketing B2B marketing Foursquare Google Google Maps iPhone 3G Mapquest Mobile phone Personal computer Smartphones Twitter Image by TahoeSunsets via Flickr. From phones to computers. Location.

How to build emotional engagement in B2B marketing

Chris Koch

Twitter , LinkedIn, etc. Tags: Blogging Customer Relationships Social Media B2B marketing Business LinkedIn marketing Subject matter expert Technology Thought Leadership Twitter I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology? Most of the things we sell are about as emotive as army ants.

Why Twitter is for old people

Chris Koch

Like many, I’m a late convert to Twitter. So I figured I wouldn’t have much to twitter about. also figured that Twitter would appeal mostly to young people interested in flirting with one another in 140 characters or less. But then I tried it and I realized that the hidden power of Twitter is in another kind of human appetite: learning. Twitter doesn’t just add another one of those annoying Web 2.0 Viewed in that context, my reaction to Twitter is the same as her’s: “Yuck.&#. Have you tried Twitter yet? Very cool.

There is no social media strategy, only marketing strategy

Chris Koch

If you look at social media in isolation, you’re not going to see the larger strategic issues until they slap you in the face—blogs with nothing to write about; LinkedIn groups with no substantive conversation; Twitter streams that link to nothing but brochures and press releases. As we put together the questions, we struggled with the issue of social media strategy. What do you think?

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

Why the volume and quality of interactions with customers has to pass for social media ROI

Chris Koch

Use Twitter for blog PR. If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly. Twitter is the logical front end to a blog post. Regardless, blogs and Twitter accounts should be joined at the hip, because Twitter is a powerful traffic builder to blogs. Image by LollyKnit via Flickr. really do. But I can’t. Value of earned media.

Is “social media campaign” an oxymoron?

Chris Koch

Indeed, HDS initially started publicizing its contest across Twitter, LinkedIn , Google AdWords , and with media partners as well as Facebook, but soon shifted most of the budget to Facebook because response was so much better there. ITSMA Research Latest Post Social Media B2B marketing Business-to-business Eloqua Facebook ITSMA LinkedIn marketing Marketing Automation SlideShare Thought Leadership TwitterIf you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. You’ve heard of Farmville, right?

Does integrity make you a social media loser?

Chris Koch

In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone. Lots of people seem to be having Twitter identity crises these days. Another popular blogger, Mitch Joel, worries that he sucks at Twitter because he doesn’t follow everyone back. Integrity is one of my few talents and I’m afraid it’s wasted on Twitter.

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

Chris Koch

Twitter is like a virtual table in the bar that everyone is dancing on. Image via Wikipedia. Two interesting posts this week on how our personalities affect our online behavior. First, Paul Dunay (did I mention that Paul is my favorite B2B blogger yet today?) Since I’m a completely unqualified to comment on matters of psychology, I immediately came to certainty on Paul’s query (no!)

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

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

Chris Koch

Businesspeople don’t care how many Twitter followers you have. Is Twitter “social?” ITSMA Research Latest Post Social Media Thought Leadership B2B marketing Business Business-to-business ITSMA marketing Marketing and Advertising social media management Social media marketing social media strategy TwitterThis week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. Social doesn’t happen in B2B without a culture change. 30% said yes.

3 factors in winning the social media horse race

Chris Koch

For example, just when I was lamenting having to do over all the work I’ve done to build up a Twitter community with some true interaction and conversation in G+, along comes a browser extension called SGPlus that lets you post on G+ and share it across Twitter and Facebook at the same time. One of the reasons that Twitter is compelling is because its content is so short. Twitter kills the long-winded entry about nothing. Twitter killed them all. G+ tries to split the difference. Seems everyone has an opinion about Google’s G+. So much so that it takes a PhD.

How much do you “charge” for your content?

Chris Koch

For example, 99.9% of the links I click on in Twitter take me directly to the content advertised in the tweets. And when there is a gate, most Twitterers take the precious real estate needed to say that registration is necessary. Image via Wikipedia. Yet while generally we can’t put a price tag on our content, we do charge for it. That has to change. Privacy. Intention. Hierarchy.

13 qualities of a good social media voice

Chris Koch

When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. In social media, buyers can connect synchronously with you and with their peers, they can react instantly, and they can do so through easily accessible tools like Twitter. After all, the tools themselves are dead simple. But developing a social media voice is a more complicated proposition. Communal.

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.