Paul Gillin

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The Trouble with Klout

Paul Gillin

Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification. Lately, I’ve been looking at  Klout , the popular new tool that bills itself as “The Standard&# for influence measurement. The more I look at it, the less I like it.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

Scott Wright is the general manager of the Wyndham Wingate Hotel in Erlanger, KY, and in a 15-minute ride to the airport yesterday morning he taught me something about the future of business. The fact that the manager of the hotel was driving me to the airport was unusual in the first place, but Wright makes it part of his routine. Customer service is number two. Certainly not with advertising.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees. With an estimated 300 senior IT executives in the room, I expected there would be plenty of chatter going on. Same Old Song and Dance.

Cool & Useful Sites for the Holidays

Paul Gillin

The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like Yap.tv, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. 1.  Skype . Video chatting is now a standard activity for most Internet users – in fact, earlier this year, Skype reported that their users log 300 million minutes of video calls daily. Google+ Hangouts.

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Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

The Other Social Network

Paul Gillin

Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. LinkedIn is set to eclipse the 100 million member mark sometime this spring, and it is quickly becoming the social network of choice for B2B professionals. This is the ideal B2B environment. And they’re busy. Find People.

How B2B and B2C Marketing Are Different

Paul Gillin

My fourth book, Social Marketing to the Business Customer ,  came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. Invariably, someone stands up and asks, “What does this mean to me as a B2B marketer?&#. Download a sample chapter.

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How Much Should You Pay For Content?

Paul Gillin

Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business. What’s that going to cost you? Like most things in life, it depends. Media Dividend. 10 per word.

Social Marketing Hangover

Paul Gillin

I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning. responded that no slight was intended. Blaming the Tools. Disillusionment is starting to set in. Lack of patience.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

B2B Blogging Gets Publishing Discipline

Paul Gillin

I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. This is a great chance to take a snapshot of best practices in the field, and I was struck by this year’s entries in the corporate blog category. 27 of the PDF). It’s clear to me that the best B2B companies are taking their blogging to the next level. Holy cow!

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

A couple of notable B2B efforts have caught my eye recently that I wanted to share. One is Element14 , a social community for engineers sponsored by an electronics distributor of the same name. wrote in B-to-B magazine early this year about a Make magazine-like video series they started last fall that appeals to engineers’ passion for tinkering as well as for fun. It respects its audience.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. Although many people are aware that traditional metrics like page views, visitors, followers and likes are poor indicators of success, the vast majority of marketers I speak to still focus on these overly simplistic criteria. Practice SEO.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

In my work with B2B organizations, the question of how to use Facebook is invariably front and center. This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing. Nevertheless, some B2B companies have mined gold out of Facebook’s audience, particularly for recruiting young college graduates. SAP plays inline videos.

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Groupon Digs the Hole Deeper

Paul Gillin

It’s been a little more than 24 hours since Groupon aired the most offensive advertising campaign in history , and the company’s response to the outpouring of negative commentary has been a textbook example of how not to handle a crisis. Too bad Groupon didn’t mention any of those noble goals in the commercials themselves. Mason finally posted a response to the outpouring of commentary today.

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.

Earth Knowledge is a Great Example of Content Curation

Paul Gillin

Earth Knowledge takes curation to a new level. The site was conceived as a way to promote a concept called “Reliable Prosperity,&# or decisions that contribute both economic and ecological value. One of the really innovation features of Earth Knowledge is a Google Maps mashup that delivers selected content contributed by partners in a striking visual style.

Best Gifts for Geeks: The Spiceworks List

Paul Gillin

As part of my work with IBM Midsize Business , I monitor and contribute to an active IT community called Spiceworks. This collection of hard-core geeks (1.8 million as of this writing) loves to get down and dirty about the day-to-day issues of managing infrastructure at small and midsize businesses, but they also like to have fun. There’s a curious fascination with bacon. Superheroes. For $9.75

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Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

A quartet of new research reports suggested that small and midsize businesses (SMB) are rapidly waking up to the potential of social media and cloud-based infrastructure to create new operational efficiencies and better engage customers – and that they may also be leading the US out of recession. The concept has gained momentum in the form of “intranet 2.0″

Got a Cause? Pen a Poem. Win 10 Grand.

Paul Gillin

It’s tough raising nickels and dimes. In even the most prosperous times. One new course of action. That might get some traction. Is pitching nonprofits in rhymes. OK, so I didn’t miss my calling as a poet. But if you’re a nonprofit organization in the U.S., or Canada, and if you can tell your story poetically, you can win up to $10,000 from the CTK Foundation’s Heart and Soul Grant Competition.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Groupon’s Advertising Obscenity

Paul Gillin

In my 53 years on earth, I have never witnessed a more tasteless, vulgar and morally repulsive example of exploitative marketing than this Groupon ad that ran on the Super Bowl tonight. Can you imagine using the suffering of a repressed and brutalized nation to market online coupons? It’s mind-boggling. What’s next, Groupon? advertising marketing fail groupon tasteless


Paul Gillin

Downed trees in Framingham (Photo via Framingham Patch). Today is my fifth day without Internet service. My connection dropped on Sunday during Tropical Storm Irene, when my cable provider, RCN, lost power. Five days later, my local RCN office remains one of the 3% of utility customers statewide who have yet to get power back. I’ve accepted this inconvenience with quiet resignation. live online.

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My Video Interview About B2B Social Media on CMO Advantage with Ed Gaskin

Paul Gillin

I spent a fun half-hour chatting it up with Ed, who’s a good friend and fellow media enthusiast. He told me how he spends most of his time these days working with inner-city gang leaders to mediate disputes. It makes social media marketing seem rather unimportant. B2B book podcast video cmo advantage

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Organizing the Chaos of Social CRM

Paul Gillin

Software Advice has posted a grid that presents a new way of looking at the social CRM market. More importantly, Marketing Director Houston Neal argues that social CRM actually doesn’t exist. The market is too fragmented and no vendor pulls together all the necessary features, which include platforms, monitoring tools, social analytics and CRM. Have a look at the grid and see what you think.

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The Ultimate Guide to Content Experience

The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.

CareOne Cashes In On Community

Paul Gillin

CareOne Debt Relief Services contends with a business climate that few of us (thankfully) have to face: Its industry has a terrible reputation. That industry is debt relief, a field that many people associate with fast talking pitchmen on late-night infomercials. busy online community has been a remarkably effective engine of growth. She would do no such thing. But more on that in a minute. The 1.4

McKinsey Research Again Validates Social Technology Benefits

Paul Gillin

Here are highlights from the fifth annual McKinsey study, “ How social technologies are extending the organization ” (registration required). McKinsey’s groundbreaking research in this area has consistently demonstrated that companies that leverage social technologies most aggressively see the payoff in market share gains, improved productivity and higher customer satisfaction.

Let Your People Speak!

Paul Gillin

IBM engineers celebrate Watson's victory (from an IBM YouTube video). Earlier this week I wrote an article for SocialMediaB2B.com that made the case that last week’s IBM Watson Jeopardy challenge, in which an IBM computer thrashed the two greatest Jeopardy champions of all time, was the greatest B2B marketing campaign ever. Researchers reacted as if their child had just graduated from Harvard.

Facebook Tips for Midsize Businesses

Paul Gillin

With Facebook presenting a tempting target of 800 million potential customers, small businesses are flocking to social network as a fast and easy way to generate business. But many SMB’s don’t take full advantage of the Facebook platform because they’re intimidated by the learning curve and the technical knowledge that Facebook applications demand. It’s not about the likes.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

The Video of the Book: Social Marketing to the Business Customer

Paul Gillin

Check out the new video Eric Schwartzman put together for our book about B2B social media marketing ! B2B book video

How Will Technology Affect Employment?

Paul Gillin

Live-blogging from the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. . Panel discussion: How Will Technology Affect Productivity and Employment? Moderator: Erik Brynjolfsson – MIT Sloan, CDB. Panelists: David Autor – Economics, MIT; Irving Wladawsky-Berger, MIT, IBM Emeritus; Larry Katz, Harvard; Frank Levy, MIT. The Next Big Thing.

Groupon Relents

Paul Gillin

Four days after its offensive ad campaign began, Groupon did the right thing and pulled the plug. CEO Andrew Mason posted an apology on the company blog that was a vast improvement over the explanation he had posted two days earlier. The controversy was an expensive lesson for Groupon; in accepting full responsibility for running the campaign, Mason presumably absolved the agency of any blame. On the other hand, it may ultimately work out to be a worthwhile investment. This was a mistake, and the company ultimately did the right thing in apologizing and walking away.

How Groupon Could REALLY Break the Mold

Paul Gillin

Groupon remained silent the second day after its offensive ad campaign ran on the Super Bowl. The Wall Street Journal quotes spokeswoman Julie Mossler as saying “we don’t really have anything else to say,” meaning that the defensive statement by founder Andrew Mason on the company blog on Monday would have to stand on its own. Groupon is donating up to $100,000 to each of four charities whose causes were cited in the company’s ad campaign. Pretty good deal if you ask me. For a company that just raised $950 million in financing, it’s not even a rounding error.

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2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

We Like Readers Like This

Paul Gillin

Bernie Gol dbach posted a nice comment in the For Immediate Release FriendFeed room about Social Marketing to the Business Customer. “I like Social Marketing (Gillin & Schwartzman) so much that I bought a copy for every day of the week,&# he wrote, along with the picture below. Music to our ears, Bernie! That’s good, too. B2B Book Review

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Mail Bag

Paul Gillin

I get comments from readers all the time, and while I usually let these remarks speak for themselves, I thought I’d take advantage of a little extra time at the holidays to show my appreciation by responding to a few recent contributors. Thanks for showing that you care! Unquestionably imagine that which you said. Your favourite justification seemed to be at the web the simplest thing to take note of. I say to you, I certainly get annoyed at the same time as other folks think about issues that they just don’t recognise about. Will likely be back to get more. Thank you. Manda Alvord. James.

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The Social CIO: Texas Health Builds a Knowledge Engine

Paul Gillin

Last week I posted a rant about the failure of CIOs to take a leadership role in their company’s social media strategies. Having played the scold, I also want to recognize the efforts of CIOs who get it. The Next Big Thing This is one in a series of posts that explore people and technologies that are enabling small companies to innovate. million customers. The first event was a sellout.

David Ferrucci on Building the World’s Smartest Computer

Paul Gillin

Live blogging Dr. David Ferrucci’s address to the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. Ferrucci was director of the IBM Watson project. Ferrucci tells a story about his daughter’s quote: “Interesting things are boring.” Because that was her frame of reference. Meaning is ultimately subjective and we are the subjects. The Next Big Thing.

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10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.