Paul Gillin

JANUARY 2, 2014

based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” Earnest’s B2B campaigns have a lot of B2C energy inside them. Be sure to check out the links to some of the year’s best B2B videos on slide 37. Earnest is a U.K.-based

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Paul Gillin

APRIL 22, 2011

I recently chatted over Skype video with Eric Lundquist about how small and medium-sized businesses can use social networks to reach their customers. I made the point that social media plays perfectly to the passion that small business owners bring to their work. It’s an unfair vantage that small companies have.

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Social Media Skype Video Marketing Media 50

Paul Gillin

JANUARY 12, 2012

Steal a page from Cisco, whose corporate page is one of the best B2B presences on Facebook. I’m pretty passionate about technology and the way social collaboration brings folks together.” Want a low-cost, fun and effective way to reward your most active Facebook contributors? ” Cost to Cisco: next to nothing.

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Paul Gillin

JUNE 17, 2010

Here is a draft of the first chapter of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on drawing the major distinctions between business-to-business (B2B) and business-to-consumer (B2C) markets and where social marketing has particular value to B2B companies.

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Enterprise Management B2B Marketing Rules B to B 50

Paul Gillin

FEBRUARY 10, 2016

I hear these objections all the time when speaking to top executives about social media. The same applies to online interactions, and that’s why social networks can be so powerful for executives. It’s a lot of noise, and no one cares about what I’m reading.”. “I I want to be a thought leader, but I don’t have time for blogging.”.

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Social Media Media Thought Leadership Advertising Mediums 50

Paul Gillin

MAY 13, 2016

Some B2B marketers have gone that. Cisco does a lot of things well with social media, from its expansive blog network to its innovative newsroom, The Network. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation. Here are three I think are worth emulating. Cisco Connected Futures.

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Marketing Management B2B Thought Leadership Service Thought Leadership 50

Paul Gillin

JULY 8, 2010

With the acquisition of Sun complete, Oracle distributed its social media policy to employees this week, and I was forwarded a copy. 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. REQUIREMENTS.

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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. 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.

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Paul Gillin

APRIL 22, 2011

It makes social media marketing seem rather unimportant. 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.

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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. Does it set the stage for a deeper discussion of social communities? Is it appropriate to a B2B setting?

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Communities B2B Work Management Marketing Management 50

Paul Gillin

MAY 25, 2010

I was privileged to moderate the BtoB magazine Social Media Awards Breakfast in New York this week. There I got a chance to meet some remarkable people who took chances on social marketing before it was fashionable and won. Emerson Process Experts was born.

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BtoB B2B B to B Blogger 50

Paul Gillin

NOVEMBER 24, 2010

The Oracle Social Media Participation Policy applies to. All blogs, wikis, forums, and social networks hosted or sponsored by Oracle (e.g., Twitter, social networking sites). Social media activities must not interfere with your workor productivity at Oracle, and your personal activities should take place outside of work.

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Paul Gillin

JULY 15, 2011

Burson, which claims to be social media-savvy, did exactly the opposite of what it would counsel its crisis communications clients to do: It clammed up. Do You Need A Social Media Specialist? My latest column in B2B was actually sparked by a conversation I overheard on a plane. Read more and comment on BtoBOnline.

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Paul Gillin

AUGUST 4, 2011

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. SocialMediaB2B.com has a nice roundup of Eight B2B Facebook Landing Pages.

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Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

NOVEMBER 16, 2011

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.

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Paul Gillin

AUGUST 26, 2011

I was privileged to be on a panel with some outstanding social media practitioners from the insurance industry at the 2011 Social Media Conference for Financial Services put on by LOMA LIMRA this morning. His advice to social media marketers: “Think big. Here are some notes I took away from the three speakers on my panel.

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Paul Gillin

JANUARY 25, 2011

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

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Video Marketing Social Marketing Business Social Media 50

Paul Gillin

JULY 29, 2011

The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. Awareness outlines five priorities that companies should define in becoming a best-in-class social marketer: Measure and Grow Social Reach. Monitor Social Conversations.

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Paul Gillin

FEBRUARY 14, 2012

That story popped into my mind last week as I was participating in a webcast with The Conference Board about internal social networks, their promise and the significant impediments that many organizations face to adopting them.

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Enterprise Management Social Networks Webcast Paid Search Agency 50

Paul Gillin

DECEMBER 12, 2013

Social is the Future of Search (Profitecture Blog). report reveals a startling disconnect between B2B companies and their customers that should give every marketer pause to reflect on his or her priorities. Marketing and sales organizations at most B2B companies have a relationship that can be politely described as strained.

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Paul Gillin

OCTOBER 3, 2013

At the time I reconnected with Ellis I was becoming fascinated by the changes in the publishing world driven by social media. 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.

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Paul Gillin

JANUARY 16, 2014

I often use Constant Contact’s Twitter and Facebook profiles as models for other B2B companies to follow. About 90% of the content the company posts in social networks is intended to help customers succeed in small business marketing. Less than 10% promotes Constant Contact products.

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Small Business Marketing Contacts Ideal Customer Profiles Word of Mouth 50

Paul Gillin

AUGUST 30, 2013

Gartner estimated last year that by 2014 “ failure to respond via social channels can lead to up to a 15% increase in churn rate for existing customers.” You have to wonder why one-third of large corporations still block social network use by their employees. Attack of the Customers B2B marketing Social Media social networks'

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Paul Gillin

FEBRUARY 22, 2011

My book Social Marketing to the Business Customer with co-author Eric Schwartzman was released last month and is now available through Amazon , Barnes & Noble , Borders and other booksellers. Everyone seems to be interested in the concept of using social media to reach a focused, select group of individuals.

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Sales Qualified Leads Case Studies Conference Amazon 50

Paul Gillin

JULY 18, 2013

B2B Content Marketing marketing Social Media Marketo' There’s even a “This Book Belongs To _” on the cover. BTW, if you get five other people to download the PDF Marketo offers to send you a printed version and a box of crayons.

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Marketo Content Marketing Content Social Media 50

Paul Gillin

JULY 9, 2015

Million Tweets Say About the Best Time to Tweet – Buffer Social. SlideShare continues to be one of the best-kept secrets in B2B marketing. He offers commonsense advice, such as clearly identify who you are, reading a post thoroughly before commenting, keeping your comment short and moving the discussion forward.

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Paul Gillin

JULY 19, 2013

Nora Ganim Barnes and her team at the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth continue to produce some of the most consistent, rigorous and comprehensive research on social media adoption by both small and large businesses.

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Social Media Social Networks Statistics Facebook 50

Paul Gillin

FEBRUARY 24, 2011

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. Some companies understand this. There’s a contradiction here.

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Paul Gillin

JANUARY 24, 2013

New Book Explores Recent Epidemic Of Online Customer Assaults on Businesses. ‘Attack of the Customers’ Helps Marketers and Business Owners Manage and Prevent Reputation Threats Carried on Blogs and Social Networks. Decision-makers believe that social media has made managing crises more difficult and more expensive,” Gillin said. “We

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Press Peer-to-peer Amazon BtoB 50

Paul Gillin

MAY 31, 2010

Technology Leadership Council is hosting its second annual Social Media Summit. We’re bringing together a lot of smart practitioners from the area who are putting social marketing to work in real business scenarios. Tags: B2B Social Media events innovation. On Thursday, June 3, the Mass. Sign up here. Sign up here.

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Paul Gillin

APRIL 18, 2012

I prepared summaries for my upcoming Search & Social Double Whammy seminar on May 2 in Burlington, MA describing the “big three” social networks: Facebook, LinkedIn and Twitter. The two most popular social networks – Facebook and LinkedIn – use similar tools and metaphors to provide strikingly different utility.

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Paul Gillin

DECEMBER 1, 2010

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. Social Is the Killer App. One memorable point he made is that “social” is a powerful feature of software. Service had little to do with it.

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Web 2.0 Internet Marketing Mobile Marketing Marketing Proposals 50

Paul Gillin

JUNE 9, 2010

Following is an excerpt from Social Marketing to the Business Customer , which is due to be published in January, 2011 by John B. They are both the oldest form of social media and also the newest. Communities are the convention centers of social media. Wiley & Sons: Online communities are a bit of a paradox.

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Social Networks Work Management B2B Marketing Management 50

Paul Gillin

JUNE 24, 2010

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. That’s good if you can get it, but the reality is that most top executives are still wary about social marketing.

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ROI Paid Content Social Marketing Webcast 50

Paul Gillin

AUGUST 1, 2013

Even then, most are struggling to find the skills needed to analyze the deluge of unstructured data like voice, video and conversations in social media. B2B Content Marketing marketing Tips Big Data Executive summary Inverted pyramid' This is an attention-getter. Next we’ll talk about writing headlines for different audiences.

Business 50

Business Content Paid Search Agency Analytics 50

Paul Gillin

JANUARY 24, 2013

Stand Out Social Marketing starts a little slow, but if you stick with it you’ll be rewarded with truly actionable insight that can help your whole company become more social. The book’s initial focus on social listening tactics is somewhat incongruous in that context, but it gets rolling as Lewis moves along.

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Social Marketing Marketing Management Social Media Youtube 50

Paul Gillin

MARCH 31, 2011

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!

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