Paul Gillin

JUNE 18, 2013

A journalist contacted me with some questions about social media marketing that I hear quite often. What are three or four things social media marketers should do, and explain why they’re important. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches.

Social Media 50

Social Media Social Marketing Media Social Networks 50

Paul Gillin

JUNE 3, 2014

But what if the millions of casual recommendations that people make every day on social networks could be captured and organized? An entry on the company blog says only that it is “customized for each search, and includes things like the number and quality of reviews, proximity to your search, and a social weighting.”

Peer-to-peer 50

Peer-to-peer Social Networks Facebook Analysis 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. It’s not surprising that in research conducted by B2B magazine last spring, marketers picked LinkedIn as their social network of choice by a substantial margin over Facebook.

Social Networks 50

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

Paul Gillin

FEBRUARY 24, 2011

One of my favorite stories from Social Marketing to the Business Customer is Indium Corp., which built a constellation of search-optimized blogs that put their engineers directly in touch with the people who buy their highly specialized products. Blogs Are the New Trade Shows. Some companies understand this.

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Trade Show Youtube Statistics Social Media 50

Paul Gillin

JULY 15, 2011

I haven’t had a chance to blog here lately because most of my writing is been on assignment for other publishers. Corporate case studies used to have a purpose in the days when customers couldn’t find each other, but today all it takes is a few searches or LinkedIn queries to identify experienced buyers. Love Your Critics.

Case Studies 50

Case Studies Case Study Studies BtoB 50

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 most powerful force created by social networks is the “Power of 130.” Facebook & LinkedIn.

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Twitter Linkedin Facebook Social Networks 50

Paul Gillin

JANUARY 16, 2012

Fox’s brief speech isn’t very relevant to social business, but the audience receives him well. IBM’s Alistair Rennie kicks off the core session.There’s nothing new about social business, he says. “Ultimately, Social Business is a competitive differentiator.” Improve forecasting effectiveness.

Enterprise Management 50

Enterprise Management Work Management Social Networks Ideal Customer Profiles 50

Paul Gillin

OCTOBER 31, 2011

Live-blogging from the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. . Google search results don’t have to be 100% accurate, so it can focus on a bigger problem set. How many times have you searched for something and you can’t find it? Moderator: Andrew McAfee – MIT Sloan, CDB.

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Barriers Google Differentiation Research 50

Paul Gillin

MARCH 24, 2011

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). What do these people think they are?

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 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. If you’re already a guru, skip it and head to more advanced sites like Search Engine Land , SEOmoz , TopRank or Biznology. Search Essentials – What You MUST Know from Paul Gillin.

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Video Marketing Hubspot Mobile Marketing SEO 50

Paul Gillin

JANUARY 17, 2012

A new social media team listens and responds to blogs, Facebook posts and tweets, the process “learning to be a better bank,” said Wendy Arnott (right, @Wendy_Arnott ), VP for Social Media and Digital Communications. We made that a key factor in our selection criteria,” Crisp said.

Enterprise Management 50

Enterprise Management Transparency Social Networks Barriers 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.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

AUGUST 6, 2012

Anyone who follows my blog knows that I’m not a big fan of Klout , or any service that oversimplifies the complex process of assessing online influence by boiling it down to a single number. Awareness Networks just announced a tool that takes an intelligent and customized approach to influence assessment.

Marketing Automation Services 50

Marketing Automation Services Salesforce.com Ideal Customer Profiles Social Networks 50

Paul Gillin

AUGUST 9, 2012

Twitter is the enigma of social networks. Attackers are more likely to post their gripes on a blog or Facebook and use Twitter to extend their reach. Twitter, Facebook, e-mail and other social networks are all amplifiers to some extent, but Twitter is unique in that its content is public.

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50

Paul Gillin

FEBRUARY 15, 2014

And I advised linking generously to influential bloggers as a way of generating reciprocal links that build search visibility. As social networks have grown, so has the amount of noise they generate. The factors that once made social media so appealing – accessibility and openness – have become a liability.

Social Networks 50

Social Networks Ideal Customer Profiles Blogger Social Media 50