How social media muteness endangers your company: The crisis at McKinsey
JULY 29, 2011
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. Such a bold and relevant piece of thought leadership was bound to capture mainstream media interest, and this one certainly did —another coup in McKinsey’s long string of thought leadership marketing successes. This crisis unfolded online and in social media.
7 reasons why social media success has nothing to do with social media
OCTOBER 7, 2011
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. Social doesn’t happen in B2B without a culture change. Is Twitter “social?”
Is “social media campaign” an oxymoron?
DECEMBER 2, 2011
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.
Is ghost writing in social media right or wrong?
JUNE 18, 2012
Social media is biased toward English. One of the best aspects of social media is the opportunity to put ideas to the community and gather feedback. Fighting The Good Fight In Social Media (pr.typepad.com). Blogging Idea Marketing Latest Post Social Media B2B marketing Blog blogs social media management social media strategy
The five stages of social media grief—have you passed through them yet?
JUNE 15, 2011
Social media (along with skimpy marketing budgets) are causing a transformation in marketing to a degree that we haven’t seen for a lifetime. In my seven years as a social media acolyte, I’ve spoken with many marketers who grew up at the knee of message-based marketing.
How Manchester United Revolutionized Sports Marketing
APRIL 3, 2014
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. Ask me which English soccer, uh, football team I would support and I would say Liverpool.
The prerequisite to effective social media: the idea organization
MARCH 25, 2011
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?
How do you know when you’ve reached the next level in social media?
APRIL 8, 2011
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.
Four reasons to hate thought leadership
FEBRUARY 4, 2012
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. Thought leadership and social media can’t be done in isolation. Idea Marketing Latest Post leadership marketing SAP SAP AG Social Media Subject matter expert Thought leader Twitter
6 ideas for sifting the mobility chaos
MARCH 12, 2012
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.]“
How to make social media add up to thought leadership
DECEMBER 16, 2010
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.”.
Social media’s Hallmark Moment: the Twitter Auto DM
MAY 13, 2011
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?
How to use social media for B2B
MARCH 19, 2010
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. I think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing.
The last of the anti-social marketing tactics
NOVEMBER 11, 2011
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.
How to get employees involved in social media: focus on ideas
MAY 20, 2011
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.
4 Reasons Why Facebook Stinks for B2B Marketing
AUGUST 5, 2011
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.
3 ways to link marketing to revenue without metrics
MARCH 18, 2011
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.
Eight attributes of a thought leader
FEBRUARY 18, 2011
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 Twitter
2011: The year of personal brands
JANUARY 28, 2011
If you follow social media, you probably know most of the story already. I 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.
Marketing’s golden opportunity in innovation
APRIL 22, 2011
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.
6 lessons on how NOT to market to customers
JULY 22, 2011
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 Media
15 things marketers should stop doing and thinking in 2011
DECEMBER 28, 2010
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. You meet tons more people than you would in more traditional permission-based environments and some of those relationships will wind up becoming the kinds of deeper, more meaningful exchanges that the critics say we are losing through social media.
How to write blog posts from a white paper
MARCH 23, 2012
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 paper
Where is the utility in mobile apps for B2B?
DECEMBER 10, 2012
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 Utility
3 factors in winning the social media horse race
AUGUST 23, 2011
Others say that G+ will rule because of its integration with Google’s other tools like Android, Gmail, Docs, and its media properties like YouTube and Google Music —in other words, the colossus effect that we’ve been waiting (for so long) to take effect. 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.
Why you need to turn your customers into stalkers
JANUARY 21, 2011
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.”. Blogging Latest Post Social Media
Why salespeople should sell ideas: an FAQ
MAY 15, 2012
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. I think they need to be convinced.
The crisis of buyer information in B2B and how to fix it
AUGUST 16, 2011
It may seem facile, but social media are the answer. 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.
Stop doing PR. Start doing visibility.
NOVEMBER 12, 2010
Most journalists have discovered social media as an important research tool. Those people may receive media training, presentation and speaking training, etc. Examples of how you do this are: Make them visible on social networks. If your subject matter experts don’t want to write, use other types of media to populate the blog such as videos and podcasts. Thanks for the great comments on last week’s post, “Is the Era of PR Over.
Thought leadership is still dead; long live idea marketing
FEBRUARY 5, 2010
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.
Is Twitter “social?”
SEPTEMBER 23, 2011
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. Learning is social, isn’t it? The best truly “social” interactions I see on Twitter are organized chats.
13 questions about social media and thought leadership
OCTOBER 1, 2010
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. MarketingProfs’ Megan Leap came up with some excellent questions for me about thought leadership and social media for this week’s TechChat. traditional media companies.
The Worst Source of Work Conflict
JUNE 9, 2014
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.
There is only one objective in social media: create learning networks
JANUARY 8, 2010
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. I find that we’re applying the same logic to social media. I’m not saying we shouldn’t have objectives and strategies for social media.
Sports Analogies Suck, Right?
FEBRUARY 11, 2014
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. The NBA’s stats.NBA.com , for example, gives fans access to 67 years’ worth of player and team statistics – an engagement magnet for fans and media alike.
Eight reasons to monitor social media and a list of tools for doing it
DECEMBER 23, 2009
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.”