Chris Koch

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

Chris Koch

It’s ironic, but there is a person who could have responded to this controversy in a very interesting way. 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.

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6 Freaky, Funny, and Scary Abilities of Computer Organisms

Chris Koch

Recently, researchers successfully launched a mock spyware attack through an EEG game in which they were able to reveal information about the user’s ”month of birth, area of living, knowledge of persons known to the user, PIN numbers, name of the user’s bank, and the user’s preferred bank card.”.

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2011: The year of personal brands

Chris Koch

This is the year that the personal brand begins to do battle with the corporate brand. I think we need to let the personal brand win—especially in B2B. It’s relevant but still a step removed from the truly personal connection. Then as marketers, we create a virtuous cycle that links these personal brands to the corporate brand. Pitting the corporate brand against the personal brand. What better a, b test of personal vs. corporate branding could you get?

6 ideas for sifting the mobility chaos

Chris Koch

Mobility should be corporate owned, personally enabled. 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.]“ “ But now the ubiquitous opening sentence seems to be: “Businesses are awash [drowned, buried, you get the idea] in data.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

Why Companies Must Hire for Potential, Not Skills

Chris Koch

Nearly two-thirds (65 percent) of respondents to the PwC survey said they choose their jobs based on opportunities for personal development. One of my former bosses said she literally fished my cover letter and resume out of the trash.

3 ways to link marketing to revenue without metrics

Chris Koch

Hope to meet you live, in-person soon! I’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.

Eight attributes of a thought leader

Chris Koch

Based on these interviews and on my own experience working with thought leaders, I’ve started a list of key characteristics (please add your own attributes to this list): What are the personal attributes of a thought leader? Social 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.

6 lessons on how NOT to market to customers

Chris Koch

Then the interns show up again together later on in a big group trailing behind an older, more confident surgeon (surgeons seem to have no shortage of confidence and gain more as they age), making it clear that the interns are still being educated by this person and/or institution, thereby calling into question any of their assessments of the awesomeness of the surgeon.

15 things marketers should stop doing and thinking in 2011

Chris Koch

Creating a temporary virtual community in the run up to an event to inform and liven up in-person meetings at the event. 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.

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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. This person responded with a good question: How would you like it to read and sound? Need to poke fun at ourselves and our readers (without getting personal).

We need a chief marketing analytics officer

Chris Koch

Or if this person is going to be a technologist, he or she must have a serious grounding in analytics. There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Paul Dunay makes the case for one in this post, and Scott Brinker has been beating the drum for this for some time. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist.

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. Why do I think this person has won an “excellent attendance” award in the past?

Why Can’t Companies Be More Like the Iroquois?

Chris Koch

This person must be relatively senior in stature and visible across all functions, serving as an internal partner to connect disparate groups around a customer-centric strategy.

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

Chris Koch

This Is Making Me Think – Hard… The melding of business, IT, and personal life. I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice).

The 2 questions on every buyer’s mind

Chris Koch

Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

Why you need to turn your customers into stalkers

Chris Koch

The social media noise is personal. The characteristic that stands out is that these channels are all more personal than more traditional content. We marketers have to start thinking of ourselves as paparazzi, complicit in making our subject matter experts’ personalities and accomplishments as visible online as Britney Spears ’ stretch marks are in the trashy celebrity magazines. All of the best blogs are personal.

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

Chris Koch

Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? Marketers who let their subject matter experts get more personal with buyers will win in the end.

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

Chris Koch

They retained the information better when they watched the videos than they did when I taught in person,” he recalls. Pettis pledged personally to supply every high school in Brooklyn with a printer, and has enlisted hackers on the company’s 3D print-plan community sharing Web site, Thingiverse, to develop a curriculum for teachers to download and plans for printing objects in the classroom. “I

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. Membership and loyalty programs extend the relationship beyond game day and provide a more personalized connection between a brand and its fans. Despite all these advances, few teams have all the information they need to get truly personal with their fans.

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

Chris Koch

Some of the tools let you define the types of comments or conversations that deserve a response, flag them, and route them to a designated person for action. 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.

How Jimmy Fallon Redefined the Celebrity Biography

Chris Koch

Jimmy’s Fallon’s career – and much of who he is as a person – can be summed up in eight minutes. What’s interesting about the video is that it captures the most important historical event in Fallon’s career while also offering insight into who Fallon is as a person.

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

Chris Koch

And he lets humans invade his personal space whenever they want to manipulate his arms to teach him new things to do. 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. One is named Baxter. If you haven’t heard of Baxter, he is to our traditional perception of robots as a salt lick is to a gourmet meal.

How Technology Keeps Us from Being Citizens

Chris Koch

For every person who tweeted during the Arab Spring, there were many others who could not. 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.

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

Chris Koch

Two interesting posts this week on how our personalities affect our online behavior. expresses shock that he turned out to be an extrovert on the Myers-Briggs personality test and wonders if you need to be an extrovert to be in social media. Image via Wikipedia.

Where is your mobile marketing center of gravity?

Chris Koch

Tags: Mobile Marketing B2B marketing Foursquare Google Google Maps iPhone 3G Mapquest Mobile phone Personal computer Smartphones Twitter

Do too many cooks spoil the blog?

Chris Koch

And the brand or the issue that the brand wants to promote (say cloud computing, for example) remains the focal point of the blog rather than a particular personality. Image via Wikipedia.

Have you created a waking dream for your customers?

Chris Koch

Awaken personal aspirations. Most of us say we want to have dinner with Abe Lincoln because when we see his unmistakable face it creates a waking dream in us about the kind of person we’d like to be (and how far we still have to go). Image via Wikipedia.

How to build emotional engagement in B2B marketing

Chris Koch

Even making a cat more like a person works.) I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology?

There is no social media strategy, only marketing strategy

Chris Koch

It’s hard to imagine that kind of a complex, long-term, multi-person relationship ever happening entirely or even mostly in social media. The trust leads to a more personal relationship and hopefully, a purchase. Image via Wikipedia.

Is “social media campaign” an oxymoron?

Chris Koch

HP questioned Facebookers about their work styles and matched them to an “IT personality.” It drove them to a microsite featuring a hand-picked group of HP experts (such as these HP cloud experts) with the same “personality.” If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach.

Three steps for B2B marketers to build a personal social media presence

Chris Koch

In my last post, I hope I convinced you why you should establish a personal presence in social media even if your company hasn’t done so yet. In pursuing a personal presence in social media, I had it easier than you will. You may have to adopt a more split business personality (and do more work). But his personal presence in social media is based on sharing best practices in B2B and social media generally—there’s nary a mention of his company or his day job.

The 2 questions on every buyer’s mind

Chris Koch

Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

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

Chris Koch

Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? You should read the whole thing, but one bit jumped out at me as great data for proving why we need to get more personal with buyers: “Through A/B testing we have found that pages with IBMers on them perform significantly better than those that do not have IBMers on them. Image by roboppy via Flickr.

B2B social media lessons from Steven Slater and Mark Hurd

Chris Koch

Following the trail of bread crumbs leads us to a caring, thoughtful person. At first glance, Steven Slater seems like a total crackpot—cursing out a passenger on the intercom and snagging a few beers on the way to a fun-house exit on the inflatable emergency slide (admit it, haven’t you always wanted to slide down that thing yourself?).

13 qualities of a good social media voice

Chris Koch

Indeed, the more personal nature of the communications makes good skills even more important because all the misdeeds can be easily tracked back to their source. 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. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example.

15 qualities of a good social media voice

Chris Koch

Indeed, the more personal nature of the communications makes good skills even more important because all the misdeeds can be easily tracked back to their source. 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. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example.

How Facebook’s privacy disasters will change B2B marketing

Chris Koch

Facebook has built its business model around gathering as much personal information about us as possible. And just as our traditional thinking about qual forms is failing, so will Facebook’s personal-information-as-currency model. That price is personal information, company information, and buying intent. For Facebook, it’s personal information that advertisers can use to target us.

How to establish a voice of authority in a blog

Chris Koch

If your SME is a person who loves to collect information, then becoming an aggregator is a route to trust. People know that they can count on this person to provide or link to the most insightful information in the topic area—no matter where it first appeared. A few weeks ago, I wrote a post about how to get others to blog. But it’s not enough just to support bloggers. For them to be successful, we need to help them establish their voices in a blog.

How to get others to blog

Chris Koch

And target that content to all of the stages of the buying process so that anyone encountering your content will find something that speaks to them personally. One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. Marketing is the default head of social media management in most companies.

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