Chris Koch

How Manchester United Revolutionized Sports Marketing

Chris Koch

The NBA’s stats.NBA.com website, which houses player and team statistics from the league’s 67-year history, has helped double time spent on NBA.com while generating more than 9.5 Ask me which English soccer, uh, football team I would support and I would say Liverpool.

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

Chris Koch

On June 20, long after the bloggers had already moved on, McKinsey finally made the survey and its methodology transparent and issued a cranky and defensive statement about the survey that helped things not at all. 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.

Trending Sources

6 Freaky, Funny, and Scary Abilities of Computer Organisms

Chris Koch

I intended to write this blog about some of the amazing, helpful, and scary things that robots can do today, but even a quick look at the information out there demonstrates that robot is already an archaic term, like calling a car a horseless carriage.

6 ideas for sifting the mobility chaos

Chris Koch

who is a veteran of corporate networking (he helped develop the first devices for connecting PCs on the corporate network). Now companies can show off their brands and their wares in demos that are immersive, and repair people can find their way around a ship to a broken part (and a 3-D rendering of how to repair it) without help from anyone on board.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Four reasons to hate thought leadership

Chris Koch

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). You may have noticed that I’ve changed the name of my blog. I’ve changed it for two reasons. 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.

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Why Companies Must Hire for Potential, Not Skills

Chris Koch

My former boss helped me learn about the technology industry, yet few companies are addressing such skill shortages with a strategy that makes mentoring, corporate training, or development a core piece of the solution. ” Workers will walk if you don’t help them learn.

The prerequisite to effective social media: the idea organization

Chris Koch

Collaboration—both internally and externally—will help embed idea development into the culture. At the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization.

6 lessons on how NOT to market to customers

Chris Koch

We help ease them into the idea that they need our services and solutions to solve these problems so that the experience of spending all that money feels a little less like stepping off a cliff. But healthcare sure could use some help on the marketing front. 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. Isn’t that sad? Hey, but that’s how it is.

15 things marketers should stop doing and thinking in 2011

Chris Koch

But influence in social media isn’t purely a numbers game (though numbers can certainly help). 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. Companies have a long and pointless history of resisting new forms of communication.

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

Chris Koch

Here’s my take (I hope you will help me with your thoughts). 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 was all about the how. But even the how was different.

Why salespeople should sell ideas: an FAQ

Chris Koch

They assume that salespeople can’t help them at that point. Sales and marketing need to work together to develop an idea network —a group of internal and external SMEs that can help develop and vet new ideas and put them into the hands of salespeople. 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.

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Social media’s Hallmark Moment: the Twitter Auto DM

Chris Koch

so I can use all the help I can get.). The “I’m genuinely interested in knowing you more—no really I am” category: “Let me know if I can help you in any way.” But now I’m on Twitter and I’ve just met you, so what kind of help are we talking about here? And yours, and yours, and yours… The “I’m totally desperate to get some freakin’ cash out of you or anybody else—can you help with that?”

How to make social media add up to thought leadership

Chris Koch

Having this goal in the back of my mind helped push me to continue to blog about social media even though so many others were doing the same thing. Back in the eighties, when newspapers were only beginning to disappear, I worked for a local paper in a very competitive (journalistically, anyway) part of the world: the moneyed, New York City suburban area of Fairfield County, CT (Greenwich, Stamford, etc.).

Why Can’t Companies Be More Like the Iroquois?

Chris Koch

Women hold a strong place in Iroquois society, leading individual clans within tribes, helping determine chiefs, and holding veto power over treaties and declarations of war (the Iroquois declared war on Germany in both world wars).

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

Chris Koch

Creating an idea network helps demonstrate the importance of ideas to the organization. Marketers need to help create that culture in the company by facilitating the idea process. Many 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.

I have seen the future of B2B marketing. It’s on Forbes.

Chris Koch

More importantly, they see smart people from SAP featured in it and that helps everybody. But the Forbes platform is an important step in helping companies understand that there is a time for selling but there is also a time (generally much earlier in the sales process) when customers and prospects are simply looking to be informed, educated and entertained. I’m Watching For… Great ideas to help businesses and IT.

How to use social media for B2B

Chris Koch

I want to do something ambitious and I’m hoping you’ll help. Monitoring tools help determine how much impact these smart things are having on our target audiences. Search tools can help you mine that data. Asking for information helps deepen social media relationships.

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

Chris Koch

Cookies help us learn more about our website visitors, but you won’t learn nearly as much about the spending patterns of B2B executives through web cookies as you do with B2C buyers. Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number.

Jobs Don’t Give Us Purpose and Meaning, Helping Does

Chris Koch

Companies Must Make Room for Helping. When you boil purpose and meaning down to their essences, you get helping. We become desperate to do something to help. Helping Beyond the Job Builds Engagement with the Job. Helping Can Happen on the Job.

Thought leadership is still dead; long live idea marketing

Chris Koch

And in Gartner’s defense, sometimes IT can be so complex and confusing that it really does help to have an acronym for talking about things. So I’d like to try, with your help, to nip TLM in the bud before it gains the power to make us all miserable. We need help from subject matter experts and salespeople with their ears to the ground in the market. Marketing is potentially great at the latter, but it needs help with the former.

Koch to S(blank)0s: Drop Dead

Chris Koch

Add the “s” on the end, and you describe the crapmeisters who try to convince you that you need their help. 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.

Is Twitter “social?”

Chris Koch

These days, my audience is B2B marketers and my goal is to help you learn. Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. A 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. For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers.

What Pisses off the Man Who is the Face of 3D Printing

Chris Koch

Basically it’s the things we tamp down with Ritalin today: “We don’t let kids be playful, explore, or help them understand who they are,” he said. MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society.

Sports Analogies Suck, Right?

Chris Koch

Sports teams are looking to change this dynamic by embracing metrics that help them quantify the value of loyal customers beyond ticket purchases – and reward those customers for their loyalty. 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.

Koch to S(blank)0s: Drop Dead

Chris Koch

Add the “s” on the end, and you describe the crapmeisters who try to convince you that you need their help. 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.

Is the era of PR over?

Chris Koch

First, it focuses the agency on some clear goals—cranking out press releases and getting press mentions—and gives the guard dogs a degree of separation that helps with risk management. This means that metrics are based on merely making contact and shoveling crap out the door rather than helping influencers meet their goals. The emphasis is on contacting rather than helping. at the expense of helping.

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13 questions about social media and thought leadership

Chris Koch

Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling. Another way is by picking themes to help guide your TL development. Smarter Planet helps SMEs at IBM focus. Marketing is helping develop offerings. Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue).

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

Chris Koch

You need to build an internal network that focuses on identifying internal thought leaders and building alliances with external academics and customers who can help develop and test ideas. Internal knowledge share sessions and reward and recognition programs provide the motivation for thought leaders to emerge inside the organization and help imbue a thought leadership mindset into the culture. A calendar helps marketing plan out the frequency and focus of its output.

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

Chris Koch

This is helpful during important periods like new offering launches or in the aftermath of a crisis. This helps you decide which blogs you’d like to do outreach with, for example. 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.

Why marketers must become the new publishers

Chris Koch

Marketers can replace offers with survey questions once in awhile to help build an understanding of timely issues to drive future content. One of the great trends were seeing at ITSMA is increased automation of the lead process. It’s great because the software acts as a battering ram for alignment between marketing and sales. But this trend has an unintended side effect: it exposes our content development processes (or lack thereof).

The Robot I’d Have a Beer with – After He Takes My Job

Chris Koch

He can find stuff if he needs to, though if he drops a tool out of reach (proof of his amazing dexterity, not his klutziness) his expression (he has a simple, kindly monitor face) turns to one of confusion and he throws up his arms (well, actually he puts them down and shuts off and waits for a human to help him). The robots are taking over. I know, sounds like a teaser for a 1950s sci-fi movie. But it’s happening. It’s really happening. Actually, it’s starting with just two robots.

Patents Are Dead

Chris Koch

What has kept musicians and inventors in the basement for all those years wasn’t the promise of financial reward (though that certainly helped), it was that the costs of producing and distributing the thing they wanted to do were just too high for them to bear on their own. I have always associated innovation with patents.

Do too many cooks spoil the blog?

Chris Koch

Another problem is that they may move on to another company, perhaps taking their audience and any brand cred they’ve helped you build with them (most people pick on Robert Scoble as an example of this). Image via Wikipedia.

Have you created a waking dream for your customers?

Chris Koch

Because you are helping them create a waking dream to play with. Image via Wikipedia.

Why serious games are a serious form of thought leadership marketing

Chris Koch

Finally, as you play with the business rules and see the impact they have on revenues, you get a visual, visceral demonstration of the role that IT automation plays in business performance—which helps IBM sell its Websphere SOA software (the stuff that enables the automation).

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

Chris Koch

How can we help customers be extroverts? 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?)

The power of self-regulation in customer relationships

Chris Koch

For those of us struggling with B2B marketing and all its complexities, this will help clarify some core issues. Simple things seem to be the most powerful, don’t they? I think that’s one of the reasons that when people write about an archetypal business, they often use bicycles.

Where is your mobile marketing center of gravity?

Chris Koch

At ITSMA, we’re seeing four main reasons for doing it: Help. Is there a reason for you to offer whatever help you give to customers through mobile? Could your salespeople benefit from mobile access to a sales enablement application giving them advice in the field for helping customers?

How much do you “charge” for your content?

Chris Koch

By acting as a matchmaker at events and perhaps by creating communities with location-based functions, we can help them find each other and get to market to them as the price of fostering the connection. Image via Wikipedia.