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| | PAUL GILLIN
JUNE 24, 2010 How to Calculate Social Marketing ROI
This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. I’m particularly interested in your feedback on this chapter because it presents some new ideas I’ve been playing with about how to calculate the ROI of almost anything.
| | PAUL GILLIN
DECEMBER 16, 2010 The End of ‘Social Media’
This is the time of year when a lot of people make predictions. ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. The problem with much of the discussion is that it’s been focused on tools, and tools are far less interesting than what people do with them. Now that everyone knows the basics of Facebook and Twitter, things start to get interesting. Stunning. Tap, tap, click and you’re there (it wasn’t P.T.
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| | PAUL GILLIN
AUGUST 9, 2012 How Twitter Amplifies a Customer Attack
Twitter was the vehicle director Kevin Smith used in February, 2010 to express outrage about being denied seating on a Southwest Airlines flight because airline personnel claimed the 300-plus-pound Smith wouldn’t fit in a single seat. The most notable example of Twitter brandjacking was @BPGlobalPR, which popped up during the 2010 Gulf oil and began skewering BP as the oil company desperately struggled to stop the Deepwater Horizon spill. The target publication date is late 2012. Now, thanks to the Internet, we know this is not true. Twitter is the enigma of social networks.
| | PAUL GILLIN
AUGUST 20, 2010 Tips For Making That “Networking” Meeting More Fruitful
Back in the early days of my career, I made a point to go on frequent informational interviews. These meetings, which were usually conducted in person, gave me a chance to sit down with people who were successful in their field and to learn from their experience. never overtly asked people for a job or anything more than a little of their time. Today, the shoe is on the other foot. Have an agenda.
| | PAUL GILLIN
MAY 27, 2010 The Power of B2B Communities
Here are the first 1,100 words of the chapter on B2B social communities from my forthcoming book, co-authored with Eric Schwartzman, entitled Social Marketing to the Business Customer. The rest of the chapter will go into the various kinds of social communities and how to use them, with examples from the HR, food service, medical and construction industries. I’d appreciate any feedback on this opening passage, in particular: Is this information useful to you? Does it set the stage for a deeper discussion of social communities? Is it appropriate to a B2B setting?
| | PAUL GILLIN
JULY 8, 2010 Oracle’s Social Media Policy
With the acquisition of Sun complete, Oracle distributed its social media policy to employees this week, and I was forwarded a copy. version from six months ago can be found here. This is a nice, concise document that covers all the bases I can think of. It’s particularly useful in its approach to copyright and permissions. Perhaps it will help you in formulating your own policy. Chris Boudreaux has assembled an amazing database of 167 social media policies from businesses, government agencies and nonprofit organizations that you may also find useful. Twitter, social networking sites).
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PAUL GILLIN Five Lessons From the Web 2.0 Summit
| WEDNESDAY, DECEMBER 1, 2010
I had a chance to attend the recent Web 2.0 Summit in San Francisco and hear from some of the business leaders of the new Internet, including the CEOs of Google, Facebook, Yahoo! and Twitter. Here are five key insights I took away. Make Marketing a Service to Customers - I didn’t write down who said this, but the comment stuck with me long after the conference was over. The traditional role of marketing has been to create an image or deliver a message. Service had little to do with it. It’s the only way to get prospects to pay attention. This doesn’t mean PCs are going away. MORE >>
PAUL GILLIN Oracle’s Updated Social Media Policy
| WEDNESDAY, NOVEMBER 24, 2010
Dated 11/22/10. Most hyperlinks have been removed because they refer to pages behind Oracle’s firewall. This is a well-crafted policy. The Oracle Social Media Participation Policy applies to. All blogs, wikis, forums, and social networks hosted or sponsored by Oracle (e.g., blogs. oracle. com , wiki. oracle. com , mix. oracle. com , forums. oracle. com ). Your personal blogs that contain postings about Oracle’s business, products, employees, customers, partners, or competitors. Twitter, social networking sites). REQUIREMENTS. Follow the Code. Make sure you’re familiar with them. MORE >>
PAUL GILLIN Social CRM: Curb Your Enthusiasm
| THURSDAY, OCTOBER 7, 2010
If you’re a marketer in a medium-to large-sized B2B company, you’re almost certainly using customer relationship management (CRM) software to track your customers and prospects. And if you’re a CRM user, you’re almost certainly hearing about Social CRM, the hottest new craze in that 20-year-old field. encourage you to restrain your enthusiasm. CRM is a well-established discipline that presumes that the more information we can capture about a customer’s interactions with our company, the better we can deliver products and services that the person wants to buy. right. But it’s not 2.0 MORE >>
PAUL GILLIN Attack of the Customers: The Pampers Dry Max Crisis
| WEDNESDAY, AUGUST 29, 2012
In March, 2010
, Procter & Gamble announced the most significant technical advance in disposable diapers in a quarter century. By the time of the early 2010
rollout, more than 2 billion unbranded Dry Max diapers had already been sold “without issue,” Fox said. In February, 2010
, a visitor began a campaign called “Flood the CPSC!” This an excerpt from the opening chapter of Attack of the Customers: Why Critics Assault Brands Online and What You Can Do About It by Paul Gillin and Greg Gianforte. It’s due to be published this fall. Standoff. Let’s seek treatment.’”. MORE >>
PAUL GILLIN Know Thy Customer
| WEDNESDAY, OCTOBER 12, 2011
, the analyst is to the value creation dance what the CIO was in the 80s and 90s: unloved, misunderstood but poised to play a major role in the future. In his book, The New Know , Thornton May makes a case for data analysis becoming the next frontier of corporate evolution. Having spent the past 15 years getting their transaction systems in place, businesses will now turn their attention to making sense of the massive amounts of data they are collecting. The result will be a transformation of corporate productivity fueled by deep insights into customer needs. Let’s analyze it. MORE >>
- Tribes Rule the Hyper-Social Organization PAUL GILLIN | WEDNESDAY, SEPTEMBER 8, 2010
- The Changing Rules of B2B Marketing PAUL GILLIN | THURSDAY, JUNE 17, 2010
- Content Curation on Steroids PAUL GILLIN | THURSDAY, JULY 29, 2010
- Social Media RFP Gets An Update PAUL GILLIN | MONDAY, DECEMBER 27, 2010
- B2B Blogging Excellence PAUL GILLIN | TUESDAY, MAY 25, 2010
- Weinberger Wisdom PAUL GILLIN | FRIDAY, JUNE 4, 2010
- Age of the Tablet Has Begun PAUL GILLIN | WEDNESDAY, NOVEMBER 17, 2010
- Millennials: Coming Soon to a Cubicle Near You PAUL GILLIN | THURSDAY, AUGUST 26, 2010
- Seven Questions to Ask About Your Website PAUL GILLIN | THURSDAY, MAY 13, 2010
- Paving Media Cow Paths PAUL GILLIN | WEDNESDAY, JULY 14, 2010
- My Favorite Productivity Apps – Multimedia & Web PAUL GILLIN | MONDAY, NOVEMBER 8, 2010
- 10 Tips For Moderating a Great Panel PAUL GILLIN | THURSDAY, SEPTEMBER 23, 2010
- Book Review: Tales From a Veteran Blogger PAUL GILLIN | WEDNESDAY, APRIL 10, 2013
- IBM Expands Social Business Services PAUL GILLIN | MONDAY, JANUARY 16, 2012
- Are Exclusives a Good Idea? In a Word: No PAUL GILLIN | THURSDAY, OCTOBER 14, 2010
- A New Approach to Assessing Influence PAUL GILLIN | TUESDAY, NOVEMBER 23, 2010
- My Favorite Productivity Apps – Part One PAUL GILLIN | THURSDAY, OCTOBER 21, 2010
- Eloqua’s Innovative Blog Tree PAUL GILLIN | WEDNESDAY, DECEMBER 15, 2010
- A Quick Fix for the Latest WordPress Virus PAUL GILLIN | MONDAY, MAY 10, 2010
- The Appeal of B2B Social Networks PAUL GILLIN | WEDNESDAY, JUNE 9, 2010
- Finding Balance in the Always-On World PAUL GILLIN | FRIDAY, MAY 4, 2012
- Attack of the Customers Press Release PAUL GILLIN | THURSDAY, JANUARY 24, 2013
- Remembering Peter Morrissey PAUL GILLIN | SATURDAY, AUGUST 4, 2012
- What Should Apple Do? PAUL GILLIN | TUESDAY, JULY 13, 2010
- Great Events This Week PAUL GILLIN | MONDAY, MAY 31, 2010
- I’m Just a Sucker for Believe It or Not! PAUL GILLIN | TUESDAY, SEPTEMBER 14, 2010
- Remembering Tom PAUL GILLIN | TUESDAY, DECEMBER 7, 2010
- I’m Quoted in HBR – Kinda. And Like Three Years Ago… PAUL GILLIN | THURSDAY, APRIL 4, 2013
- A Word of Mouth Campaign for Clean Drinking Water PAUL GILLIN | TUESDAY, JULY 13, 2010
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