Paul Gillin

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Gems from Godin

Paul Gillin

That’s revolution” “Mass media appeals to the masses and that means average. Products advertised on TV are by definition mediocre.” Seth Godin keynoted the #Inbound13 conference in Boston this morning, serving up his usual bounty of great quotes. Godin’s overarching point: We are moving from the age of mass to the age of connection.

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3 Branded B2B News Services That Get It Right

Paul Gillin

Its popularity has enabled Adobe to invest in a growing amount of original content, and even sell some advertising space to cover costs. Cisco does a lot of things well with social media, from its expansive blog network to its innovative newsroom, The Network. Which is one thing I really, really like about K@W – its resourceful use of multiple media.

The Trouble with Klout

Paul Gillin

In the interview with Schwartzman, who is the co-author of my B2B social media marketing book , Megan Berry said the company has “a million and one&# improvements it wants to make. Berry contributes occasionally to Huffington Post and Mashable, but Schwartzman is also active outside his own channels, contributing to Social Media Today and For Immediate Release. Beyond Followers.

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Bidding Fond Farewell to BtoB Magazine

Paul Gillin

I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. The staff has always been a joy to work with, and BtoB has played a critical role in my own education about the transformation of media. BtoB Magazine to Become Part of Advertising Age. Related articles.

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B2B Marketing Trends for 2016

New tech tools and big data: long gone are the days when a marketing executive could say "Half my advertising is wasted, I just don't. social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. Look for.

Measuring the Immeasurable

Paul Gillin

The authors argue that the influence of media in general, and social media in particular, is greatly overrated. In the mainstream media world, audience was associated with influence because we had few tools to understand the true dynamics of decision-making. The danger of this approach is that social media is more about quality than quantity.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

I happen to be one of the 14 people quoted in this Dell e-book, Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. Stop using social media as another kind of fire hose and start using it for listening, which is its most basic value. Social Media Predictions for 2013 from Dell Social Media. I have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge. I agree completely. The more I use G+, the more I like it. BTW, Pinterest and Tumblr also draw a lot of praise.

Social Marketing Hangover

Paul Gillin

I was recently quoted on 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. A year ago, people wanted to know how to start social media campaigns. Blaming the Tools. So Now What?

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I’ve Been Writing A Lot Lately, Just Not Here

Paul Gillin

The answer might be incubating in fast-growing media operations like BuzzFeed (right) and Upworthy. Brian Solis (right) is one of the most consistently provocative and perceptive analysts in the world of new media and social business. Five Important Differences Between Paid and Earned Media (Profitecture Blog). But my blog is still my home base. Photo credit: Scott Beale).

B2B Marketing Trends for 2016

New tech tools and big data: long gone are the days when a marketing executive could say "Half my advertising is wasted, I just don't. social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. Look for.

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

The average click through rate is 0.1%, banners don’t work anymore and people are much more likely to trust peer to peer recommendations than traditional advertising.” – Joe Fields. “No I was delighted when B2B Marketing Zone – a website and newsletter that I devour – asked me to be one of 25 contributors to its “ B2B Marketing Trends for 2016 ” e-book.

Wisdom on the Future of Advertising

Paul Gillin

Max Kalehoff is one smart cookie, and this post about the future of advertising hits the nail on the head. Some of his conclusions are obvious (Social Media Marketing Will Cease To Exist) but others require a leap of faith (Legal & Privacy Issues, As We Debate Them Today, Will Go Away). advertising marketing PrivacyI agree with every single one of his 11 conclusions, however. In particular, he notes that purpose will be more important than strategy and that trust will be absolutely essential. What are you doing to build trust with your customers?

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. advertising marketingToo bad Groupon didn’t mention any of those noble goals in the commercials themselves.

Transforming P&G

Paul Gillin

That’s an impressive statement coming from one of the world’s largest TV and print advertisers. Organized in just seven weeks and spearheaded by John Battelle’s Federated Media Group, Signal P&G brought top executives from Google, Facebook, Yahoo, AOL, Microsoft, Coca-Cola and many other digital and consumer brands to talk about the future of marketing.

B2B Marketing Trends for 2016

New tech tools and big data: long gone are the days when a marketing executive could say "Half my advertising is wasted, I just don't. social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. Look for.

The End of ‘Social Media’

Paul Gillin

I’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. Weak products will disappear quickly from the market, and advertising won’t be able to save them. The best book I’ve ever read on media transformation is The Chaos Scenario by Bob Garfield. Social Media innovation mainstream_mediaThis is the time of year when a lot of people make predictions.

How to Calculate Social Marketing ROI

Paul Gillin

This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. Much of the money that B2B marketers have poured into direct mail campaigns, trade show exhibitions and trade print advertising for the last 50 years has questionable returns. Market share research; awareness research; media citations; analyst research. EMC Corp. 100,000.

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Thrilled to be Mentioned in the Company of These Phenomenal B2B Bloggers

Paul Gillin

Profitecture is a small start up that provides social media training to B2B companies and their channel partners, and I’m happy to be a founding associate. I’ve also written extensively for BtoB magazine , but with the folding of that magazine into Advertising Age , I probably won’t be contributing there in the future. DNN (formerly DotNetNuke) has posted a listing infographic of the Top 10 Blogs Every B2B Marketer Should Read. I was stunned and thrilled to be included with phenomenal bloggers like Jeremiah Owyang , Seth Godin , Ann Handley and Brian Solis.

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Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

Fox is a 30-year media relations veteran with more than a decade at P&G and experience with the customer skirmishes that are a constant fact of life at such companies. It stepped up advertising about the benefits of Dry Max and posted videos by leading pediatricians about the causes and treatment of diaper rash. “If It’s due to be published this fall. Standoff. Probably.

Facebook Tips for Midsize Businesses

Paul Gillin

Dentoola consulting gives away reports on how to apply social media in the dentistry profession. advertising Facebook marketing Social Media social networks Tips Animal Print Shop Clif Bar Dentoola Hunter PR Moosejaw Mountaineering North Social SanukThe series is underwritten by IBM Midsize Business , but the content is entirely my own. It’s not about the likes.

Social Media RFP Gets An Update

Paul Gillin

One of the social marketing practitioners I most admire is Maggie Fox, whose Social Media Group was a pioneer in creating new-media campaigns long before it was fashionable. About a year ago, Social Media Group published a comprehensive and intelligent template for creating requests for proposal (RFPs) for social marketing campaigns. You can download the RFP template here or find it on the Social Media Group site. Social Media advertising marketingThe Bill of Rights makes for interesting reading.

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How Groupon Could REALLY Break the Mold

Paul Gillin

That’s $400,000 (tax-deductible) against a Super Bowl Ad budget of at least $9 million, and that’s not counting all the media buys since then. So if Groupon has spent (conservatively) $10 million on media buys since Sunday and given $400,000 in matching donations to the causes it exploited, then its licensing costs amount to 4% of the total spend. What if Groupon announced that it wouldn’t buy any Super Bowl advertising but would instead donate the $9 million ad budget as matching funds to those four charities? Pretty good deal if you ask me.

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Direct Marketing Doesn’t Have to Suck

Paul Gillin

Here are a few that I welcome into my inbox: Bulldog Reporter’s Daily ‘Dog – This e-mail arrives every morning packed with news and insight about the latest happenings in media and corporate communications. Marketing Charts – This is an invaluable daily digest of the latest market research in media and consumer behavior. They fooled me good. Dump the Junk.

Recent Posts: Expanding Social Authority and Enlivening Boring Predictions

Paul Gillin

FIR B2B #19: Doubts about Social Media’s Lead Gen Potential. Two new surveys cast doubt on the value of social media as a lead generation vehicle. One found that the top three value propositions of social media relate to ongoing customer engagement rather than lead generation. Here’s a roundup of what I’ve been musing about. 1, 2015. 22, 2014. 15, 2014. 16, 2014.

Why Facebook Isn’t Worried About Ello

Paul Gillin

Ello has attracted attention because of its pugnacious attitude expressed in a “ manifesto ” that begins, “Your social network is owned by advertisers” and ends “You are not a product.” I’ve seen this scenario play out again and again, and result is a foregone conclusion. They will be disappointed. Invariably the script is the same. No one knows.

Weinberger Wisdom

Paul Gillin

Tech Leadership Council’s Social Media Summit. Media is frequently mis-characterized as publishing. The definition of media is that which mediates between parties. Media isn’t content. We are the media. New media transforms as it moves, unlike traditional fixed media like TV. This is a completely different model than traditional media.

The Changing Rules of B2B Marketing

Paul Gillin

The site is free of advertising and the member list may never be used for promotions. Dell TechCenter and other initiatives like it are microcosms of the changes that are sweeping across corporate America as a consequence of the rapid growth of social media tools like blogs, communities and user-generated multimedia. In fact, B2B companies were among the earliest adopters of social media. Yet B2B applications of social media get remarkably little attention. Fortunately, B2B social media is all about substance. Your feedback is welcome.

The Power of B2B Communities

Paul Gillin

Spiceworks is a technology company that acts like a media company. Spiceworks sells advertising space on the software console its members use to monitor their networks. They are both the oldest form of social media and also the newest. Communities are the convention centers of social media. 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. Does it set the stage for a deeper discussion of social communities?


Podcasts and advertising: Meet social media’s new super power

grow - Practical Marketing Solutions

Fortunately, there is a new social media super-power that presents an extremely attractive new advertising venue: Podcasting. Podcasting is the little advertising engine that could. If you love podcasting, marketing, advertising, social media, or just the sound of Tom’s voice, you won’t want to miss this show. I probably consume more content than ever.

Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

Looking to include social media advertising as part of your demand generation mix in the new year? Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. Which social media platform makes most sense for your business?

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Is Social Advertising Subverting Social Media Marketing?


Fueled by new technologies and widespread corporate adoption, social advertising is finally hitting the mainstream. A similar report by eMarketer was even more sanguine, projecting that social advertising spend will reach $23.68 Regardless of which figure you go with, the trend line is clear: brands are shifting their ad dollars into social media. billion in 2015.

Does Native Advertising Work?

Content Standard

We put your logo and a subtle ‘sponsored by’ message in the corner, and I send it out to Forbes , the Atlantic , BuzzFeed—hey, this native advertising thing is the real deal!” After all, the dentist’s drill of interruption advertising can seem like a pain of diminishing returns. So, you can see that native advertising is a bit of a mixed bag.

5 Effective Options For B2B Advertising on Social Media

KoMarketing Associates

Social media isn’t most B2B marketers’ first choice for most effective platform, but highly targeted advertising campaigns are starting to change that line of thinking. If you don’t think your audience is on social media, you’re wrong. Bottom line: your ideal prospects are likely using social media. Advertise on YouTube. Social Media Strategies

The Native Advertising Trend: Hot or Hoax?

grow - Practical Marketing Solutions

Native advertising. Marketers are enthralled with it, and studies suggest spending on native advertising will increase significantly in 2013. That’s led to what advertisers call “ad blindness,” the tendency for readers to ignore ad blocks on websites. Native advertising helps counter ad blindness by embedding the advertising into the site more subtly.

So what is native advertising?


Long Story Short: Similar to “advertorials,” native advertising is designed to be entertaining enough in its own right to compel visitors to consume, be influenced by, and even share the content, be it videos, images, articles, or music, based only on the targeted and contextual appeal that holds on its own. I guess we can call it buzz advertising, if you will. ad agency.

Paid Advertising 101: Understanding the Basics of Advertising on Social Media


An age-old advertising industry aphorism notes how ad spend follows eyeballs, and these days all eyeballs are on social media. According to data from eMarketer, Advertisers worldwide will spend $23.68 billion on paid media to reach consumers on social networks in 2015, a 33.5% Compelling stats and figures aside, it doesn’t take a marketing guru to realize that, with virtually everyone on the planet interacting on social networks, social media might not be such a bad place for your business to advertise. Advertising on Facebook. Happy advertising!

Paid Advertising 101: Understanding Search and Display Advertising


If meteoric growth is any indicator of positive business sentiment, then the latest numbers from IAB suggest that paid advertising is paying off for brands—big time. According to a recent report issued by the Interactive Advertising Bureau (IAB), the second quarter of 2015 alone generated a record-setting $14.3 In short, paid advertising is working for brands just like yours.

How Account Based Advertising Really Works

Digital B2B Marketing

2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market. Interest in account-based advertising is, no surprise, following the adoption of account-based marketing. Most account-based advertising providers figure this out in one of three ways, and each method has its advantages and limitations.

Advertising Leaders: Consider Content Over Advertising

B2B Marketing Insider

Many years ago, David Ogilvy advised marketers to concentrate on the “content of your advertising, not its form.” ” Now we’re seeing marketing leaders support for the approach of publishing content instead of advertising. More than 2,200 people attended to listen to the advertising secrets and predictions from leading brands like Walmart, Chrysler and GE.