Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

This image-rich site features a smorgasbord of content about how technology is changing business and our way of life. The theme dovetails well with Cisco’s vision of a future in which all things and people are continuously connected and business moves at the speed of bits. K@W is like Harvard Business Review, but with a much better web presence. Knowledge@Wharton.

Not Dead Yet: Blogging’s Popularity Surges Among F500

Paul Gillin

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. There’s no fluff in the press release, so I’ll just excerpt it word for word. Charts.

8 Data Points about the Importance of Customer Experience

Paul Gillin

An Oracle survey of 1,342 senior-level executives from 18 countries earlier this year found that 97 % agree that delivering a great customer experience is critical to business advantage and results , and that the average potential revenue loss from failing in this area is 20% of annual revenue.  How much does the market reward companies that deliver excellent customer experience? Consider

The Trouble with Klout

Paul Gillin

Klout’s weaknesses have not stopped it from amassing an impressive list of more than 3,000 business customers and from being incorporated into popular applications like HootSuite as a standard metric. Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The more I look at it, the less I like it.

Study: How Much of Your Content Marketing Is Effective?

effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. business content. Copyright © 2015 Contently. All rights reserved. Marketing is Effective? Introduction 4 II.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. technology that was revolutionizing the way business people communicate was being completely unused by the executives who manage technology in America’s largest corporations. It’s the very center of where business is going.

Skepticism on Gallup’s Gloomy Social Media Assessment

Paul Gillin

Ask any hotel manager about the importance of reviews to business success and you’ll get an earful. TripAdvisor currently lists more than 150 million travel reviews on its site and Yelp has 57 million reviews of local businesses. Gallup asked 18,000 consumers about the influence of social media on their buying decisions. Sixty-two percent said social media has no influence at all.

Media 73

Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

That’s why the first few minutes of any meeting, even one with people we know very well, invariably consists of small talk about stuff that has nothing to do with business. Finding connection points with customers and prospects – Executives typically spend a lot of time meeting with customers and business partners. He’s reinforcing a relationship that matters to his business.

B2B 45

I’m Quoted in HBR – Kinda. And Like Three Years Ago…

Paul Gillin

The type is about as small as they could make it and the quote comes from 2007, but this research report does bear the Harvard Business Review logo, so I’m going with that. ” Social Media flagrant self-promotion Harvard Business Review The publication date is 2010, but I didn’t find out about it until just now. Thanks for my old pal John Dodge for pointing it out.

Evangelizing a Content Marketing Program

concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals. broader business goals. All rights reserved. brands.

What Makes a Good B2B Online Video

Paul Gillin

Here are some of the most common fails I see with business videos in general: Long, monotonous monologues by talking heads. think business videos are becoming much more professional. shared some opinions with him, but why not share them with everybody else as well? I’d like to hear your answers to these questions, too. would add Cisco to that list. Google also does a great job.

Video 87

How to Summarize Content for a Business Audience

Paul Gillin

In my previous post about How to Read and Summarize a 20-Page Research Report in 20 Minutes , I showed how to skim through a complex document and gather essential information to use in summarizing the material for a business audience. That makes it a good technique to use in business writing. This is just one of many ways to write a business summary, but it’s a reliable one.

What You Probably Didn’t Know About Editors

Paul Gillin

People are taught from their earliest school days to equate length with gravity, so overwriting in the business world is epidemic. This morning I spent 45 minutes cutting an article by a technology marketer by one-third. When I finished, the piece was better than when I started. And that made me happy. love editing, and I’m not ashamed to admit it. The solution is better editing. Wrong.

How to Promote an Event with Social Media

Paul Gillin

Focus speakers on writing about the topic of their presentations, not promoting their businesses. As a frequent speaker at events of all sizes, I’ve had a chance to observe some of the best practices conference organizers used to promote their events through social media. Events of all sizes. Set up a unique landing page for each event. Send visitors to a different landing page to register.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. What paid.

Peer Reviews With a Difference

Paul Gillin

Despite ongoing allegations that even the biggest customer review sites are routinely manipulated by businesses and their detractors, 85% of consumers in one recent survey said they consult online reviews for recommendations of local businesses at least occasionally. WhoDoYou assigns a rating score to some businesses, but the algorithm used to calculate it is secret and unclear.

How Much Should You Pay For Content?

Paul Gillin

You’re better off investing in professional communicators and teaching them what they need to know about your business. You do not want to pay a freelancer to learn your business on the job. They’ll learn your business and require less hand-holding the longer you use them. My advice: don’t bother. What’s that going to cost you? Like most things in life, it depends. 10 per word.

BtoB 88

My New Book, ‘Attack of the Customers,’ is now available

Paul Gillin

One reason customer attacks have become so numerous in recent years is because businesses and government agencies have historically had such miserable customer service. Customers now complain so fluidly that the problem for many businesses is figuring out which gripes to take seriously. Eleven months later,  Attack of the Customers  on sale on Amazon ! Farming Out Customer Care.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

For example, instead of saying, “This webinar on the benefits of platform as a service has particular relevance to business partners,” try “This webinar on the benefits of platform as a service looks interesting. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. 1. Ask Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. 2.

Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. Business Goal Content Objectives KPIs Customer. to the larger business. Content. Methodology: A Best.

The Other Social Network

Paul Gillin

For business pros in industries like communications, manufacturing, retailing, financial services and even construction, LinkedIn groups are becoming vertical social networks in their own right. And they’re busy. Many of the questions posed within groups and in LinkedIn’s busy Answers section concern requests for expertise. Have you checked out LinkedIn lately?

Social Marketing Wisdom From a True Practitioner

Paul Gillin

Stand Out also has several excellent case studies from both B2C and B2B businesses that dramatize the advantages of engaging in conversation rather than spewing messages. 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. Mike Lewis manages to find one.

Social Marketing Hangover

Paul Gillin

The discipline will be better for the experience, but only after a lot of business people realize the ugly reality that this stuff is really difficult. little further exploration revealed that those expressing the greatest disappointment were using Twitter for business less than once a week. responded that no slight was intended. Blaming the Tools. Most of these initiatives will fail.

Dwell 84

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

These metrics should be meaningful to the business, not just page views and visits. You need a way to determine how your activity and social channels is translating into business results. Facebook is fun, LinkedIn is business, Twitter is rapid-fire news. 4. Finally, Constant Contact has used Facebook and Twitter to deliver a constant stream of useful information to its small-business clientele about how to better market their companies. What social network is right for your business? thought I’d share my responses here. These Don’t be silent.

Staffing and Launching Your Content Marketing Program

brand publishers aren’t in the business of publishing. business. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. We do have clear business goals for The Content.

How B2B and B2C Marketing Are Different

Paul Gillin

My fourth book, Social Marketing to the Business Customer ,  came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. Bet the business” decisions. Business executives buy companies as much as they do products.

B2C 80

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

Facebook is the overwhelming favorite of business-to-consumer companies because the action is free-wheeling and fun. 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. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. Perhaps you’ll find these basic explanations useful in some context. Facebook & LinkedIn. Good content sells itself.

How to Run a Great Dinner Meeting

Paul Gillin

It was a great evening on several dimensions, but I particularly want to compliment Larry Weber (right) on the masterful way he ran the dinner. I’ve attended many a business dinner over the years and few have been as adroitly handled as this one. The meeting was hosted by Larry Weber , a local PR legend and founder of the company that became Weber Shandwick. Get a round table.

PR 67

Facebook Tips for Midsize Businesses

Paul Gillin

With Facebook presenting a tempting target of 800 million potential customers, small businesses are flocking to social network as a fast and easy way to generate business. The series is underwritten by IBM Midsize Business , but the content is entirely my own. Match the offer to the business. It’s not about the likes. Capture and communicate. Get people involved.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

IBM’s Beck: Social Business is About Enablement, Not Control

Paul Gillin

Social business isn’t about tools and promises. IBM started with that simple premise when it tackled the task of convincing its sales and marketing people to adopt a new way of doing business. The challenge was to make social business a win for the people doing the selling. In contrast, a social business approach has marketing organizations getting to know customers.

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

Paul Gillin

Brian Solis (right) is one of the most consistently provocative and perceptive analysts in the world of new media and social business. He believes few CEOs know how dramatically their businesses will change as a result of customer empowerment. And he thinks any business can enchant its customers. But my blog is still my home base. Photo credit: Scott Beale). Short on content?

Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

He asked my business unit to build a computer lab that employees could use at any time to play and experiment. For example, a sales rep trying to close a deal with a German company can discover an accounting employee who speaks fluent German and leverage that person’s skill to help get the business. There was even a NeXT machine. None of the executives used the lab themselves.

Aging 65

B2B Blogging Gets Publishing Discipline

Paul Gillin

The Internet has obliterated barriers to entry in publishing and smart marketers are realizing that, with persistence and a good keyword strategy, they can beat the top business publications in search results. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. 27 of the PDF). That’s another great idea. Holy cow!

Content Marketing Playbook: Strategy and Roadmap

to really lay out the business case behind GE, and we. group of people who are important to your business, using content to align with their interests at a high. battling with their direct business competitors for. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. Introduction 3 II.

Tips for Building a Quality Twitter Following

Paul Gillin

The only exception to the courtesy rule is when I’ve been treated poorly by a business or institution. I breached the 10,000-follower mark on Twitter yesterday. marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it. have never played games to run up my follower count and I only tweet about stuff that interests me. When I publish something, others help me promote it.