Paul Gillin

MAY 27, 2010

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. Is it appropriate to a B2B setting? Spiceworks does a very good job of managing B2B communities. All comments are appreciated!

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

JUNE 18, 2013

These thoughts are particularly directed at B2B marketers. Facebook is fun, LinkedIn is business, Twitter is rapid-fire news. Since my main focus is on B2B, I’ll stick to that. CME Group (the former Chicago Mercantile Exchange) has amassed the largest Twitter following of any B2B company of which I’m aware.

Social Media 50

Social Media Social Marketing Media Social Networks 50

Paul Gillin

JULY 19, 2013

Did you know that e-mail still has a significantly higher conversion rate than any other B2B Web traffic source? ” In the past year, the Fortune 500 have increased their adoption of blogging by 6%, their use of Twitter for corporate communications by 4% and their use of Facebook pages by 4%.

Social Media 50

Social Media Social Networks Statistics Facebook 50

Paul Gillin

MARCH 10, 2011

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. LinkedIn gets none of the buzz of Facebook, and no one’s going to make a movie about it. This is the ideal B2B environment. Just try to get into CIO Forum. Find People.

Social Networks 50

Social Networks Enterprise Management Peer-to-peer Work Management 50

Paul Gillin

JANUARY 16, 2014

I often use Constant Contact’s Twitter and Facebook profiles as models for other B2B companies to follow. B2B Content Marketing innovation marketing social networks constant contact Small Business Innovation Loft' Less than 10% promotes Constant Contact products.

Small Business Marketing 50

Small Business Marketing Contacts Ideal Customer Profiles Word of Mouth 50

Paul Gillin

JULY 18, 2012

It may not be as fun as Facebook, but it has so much utility, particularly for B2B professionals. I love LinkedIn. LinkedIn does a great job of maximizing the value of all the data it collects so that you can sift through the status updates, discussions and events and find ways to connect with the people you need to reach.

Linkedin 50

Linkedin Profiling Facebook Tips 50

Paul Gillin

OCTOBER 3, 2013

New Channels gave me an opportunity to share what I was learning with more than 30,000 subscribers and perhaps to materially impact the way B2B companies were thinking about social media adoption. Thanks to Facebook, such interactions are common today across hundreds of brands. BtoB is a victim of those same forces. Related articles.

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 50

Paul Gillin

DECEMBER 1, 2010

Summit in San Francisco and hear from some of the business leaders of the new Internet, including the CEOs of Google, Facebook, Yahoo! This is one reason we’re seeing a race by B2B marketers in particular to give away tactics and information that were once their source of competitive advantage. Check out the wall posts on Facebook.

Web 2.0 50

Web 2.0 Internet Marketing Mobile Marketing Marketing Proposals 50

Paul Gillin

JANUARY 24, 2013

Brands have been piling into Facebook expecting to reap a bounty of positive PR, but they forget that these channels can be used to tear down as well as to build.”. Recent research has shown that 70% of large companies have experienced an attack on their reputations during last two years. Capacity to Destroy.

Press 50

Press Peer-to-peer Amazon BtoB 50

Paul Gillin

AUGUST 26, 2011

million Facebook likes by boring people. New York Life has carefully cultivated more than 100,000 likes on Facebook. “We We believe 60% of our Facebook fans are prospects,” Weiss said. Farmers Insurance for example, hasn’t accumulated 2.3 I actually think insurance is a fascinating business.

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 50

Paul Gillin

NOVEMBER 16, 2011

Facebook was identified as the most effective tool by a comfortable margin, but Twitter, LinkedIn and video sharing are all creeping up. It’s also worth noting that 81 percent of respondents use face-to-face interactions to connect with customers or prospects, underlining the fact that Facebook has its limits.

Customer Surveys 50

Customer Surveys Peer-to-peer SMB Business 50

Paul Gillin

MAY 31, 2010

Tags: B2B Social Media events innovation.

Forrester 50

Forrester Social Media Tagging Communities 50

Paul Gillin

JULY 15, 2011

After he posted the e-mail exchange online, some USA Today reporters dug up the fact that Facebook was behind the whisper campaign. My latest column in B2B was actually sparked by a conversation I overheard on a plane. The incident was a huge black eye for the agency and a lesson in how not to pitch a blogger.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

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. For example, I have 725 friends on Facebook, nearly 1,000 connections on LinkedIn, and almost 7,500 Twitter followers.

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

FEBRUARY 14, 2012

Last month I attended Lotusphere and heard presentations by companies like 3M, Caterpillar, TD Bank North and Cemex about their successes in using Facebook-like technology behind-the-firewall. The social networking metaphor is increasingly expanding into the enterprise as a means to encourage knowledge-sharing among employees.

Enterprise Management 50

Enterprise Management Social Networks Webcast Paid Search Agency 50

Paul Gillin

JULY 29, 2011

They also have multiple presences within each channel, such as product-specific pages on Facebook. Most use at least three major social media channels, compared to less than two for the average company. And they measure like crazy.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

JUNE 9, 2010

Those early online outposts looked little like the Facebooks and LinkedIns of today, though. The modern features that have made social networks the fastest-growing consumer phenomenon in history have created all kinds of new use scenarios, including some compelling B2B examples. Communities are the convention centers of social media.

Social Networks 50

Social Networks Work Management B2B Marketing Management 50

Paul Gillin

MARCH 24, 2011

Blogs may be declining in importance in the consumer realm as Facebook and Twitter grow in popularity, but they are still the most valued social platforms for B2B marketers as evidenced by recent research (see p. It’s clear to me that the best B2B companies are taking their blogging to the next level. 27 of the PDF).

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

JANUARY 20, 2011

Co-author Eric Schwartzman and I wrote the book because we felt that B2B marketers were getting inadequate advice about how to apply social media constructs to their work. Invariably, someone stands up and asks, “What does this mean to me as a B2B marketer?&#. Download a sample chapter. Here are the six points we arrived at.

Work Management 50

Work Management Marketing Management B2B Marketing B2B 50

Paul Gillin

NOVEMBER 8, 2011

It’s only a matter of time before review sites pop up in every category of business, including B2B. Facebook and LinkedIn already make polling easy, and Quora is awash with questions about recommended vendors. How do you think the recruiting business will be changed by this? And we’re still in the very early going.

Work Management 50

Work Management BtoB Marketing Management Vendors 50

Paul Gillin

MARCH 8, 2013

A client asked me to prepare a one-hour seminar on the basics of search engine optimization (SEO), and I thought it was worth sharing. This is more than your standard chalk talk.

Video Marketing 50

Video Marketing Hubspot Mobile Marketing SEO 50

Paul Gillin

JANUARY 24, 2013

–Nearly 100% of interactions around content posted to Facebook and Twitter occurs during the first 10 days, but only 34% of interactions around YouTube and WordPress content happens during that time. This means that content posted to these channels should be created differently depending on when people are most likely to discover it.

Social Marketing 50

Social Marketing Marketing Management Social Media Youtube 50

Paul Gillin

JUNE 24, 2010

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. In niche B2B markets with a small number of potential customers, that assumption may be optimistic. PUTTING IT ALL TOGETHER. Start with historical data.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

FEBRUARY 27, 2013

For example: Several of these experts see a strong year for Google+, while most believe Facebook is in for slow growth or even decline. In contrast, I think Facebook is increasingly a place for backslapping and trash talking without the means to sustain meaningful conversations. I agree completely.

Social Media 50

Social Media Media Facebook Social Networks 50

Paul Gillin

DECEMBER 15, 2010

To that end, if you don’t agree with the placement of your “leaf&# on the tree, just “Like&# Eloqua on Facebook and tag yourself on the limb upon which you feel you belong. (We According to Eloqua content director Joe Chernov : Our vision is to make this graphic as interactive as possible.

Eloqua 50

Eloqua Blogger Tagging Display 50

Paul Gillin

MARCH 9, 2012

The volunteer position would demand a few days of my time every year just as I was beginning to transition my focus to B2B and away from P&G’s consumer markets. When Stan Joosten first contacted me about joining Procter & Gamble’s Digital Advisory Board, I initially hesitated. About 300 P&Gers crowded the John G.

Peer-to-peer 50

Peer-to-peer Paid Search Agency Sample Impressions 50