Paul Gillin

APRIL 24, 2012

According to Paul Greenberg , they: Are savvy using social channels. Who are social customers? Trust differently than they used to. Communicate with peers. Communicate with companies. Get what they want. Are social, mobile, local. Expect immediate response or nearly immediate response. Increase velocity of consumerization of work.

Peer-to-peer 50

Peer-to-peer Social Networks High Quality Lead Advertising Channels 50

Paul Gillin

JULY 25, 2013

A growing number of consumers around the world are contacting brands through social media channels, to the extent that customer service and audience engagement is now seen as one of the top organizational areas where social tools carry the most heft. Slow Social Response Times Prove Annoying to Millennials.

Case Studies 50

Case Studies Social Media Case Study Facebook 50

Paul Gillin

JANUARY 26, 2016

Channels and tactics will come last, not first anymore, at last.” – J-P De Clerck. “Is “It’s time for B2B marketers to let go of their obsession with perfect production values and get on with just putting good content out there for customers and prospects.” – Elizabeth Williams (l.).

Peer-to-peer 50

Peer-to-peer B2B Marketing Trends Sales Qualified Leads 50

Paul Gillin

OCTOBER 19, 2011

This doesn’t mean e-mail is obsolete, but with inboxes mail clogged and people spending an hour a day on Facebook, the newsfeed has become an attractive alternative channel. It turns out Facebook can be an even better channel. Use Facebook for sampling.

Facebook 50

Facebook Tips Digital Asset Management Business 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.

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50

Paul Gillin

OCTOBER 11, 2012

Corporate speak doesn’t work in social channels because you communicate there as a person, not as an institution. Success in social channels is all about helping other people. It’s a lost opportunity for you, too, because you’re missing the chance to create a professional contact. Use Active Voice.

Linkedin 50

Linkedin Webinar Metrics Tips Webcast 50

Paul Gillin

AUGUST 20, 2013

Don’t change quotas, but create incentives for sales brought in through social channels. Give sales reps the same control over their social capital as you do over their territories. The conversations on Twitter and LinkedIn will go on with or without them. Then let the reps figure out how to achieve them.

Social Media 50

Social Media Training Media Opinions 50

Paul Gillin

DECEMBER 18, 2012

Today, attacks take many different forms and involve many different tools, but the pattern is the same: People have learned that they can get better results from rallying friends and supporters to their cause than by going through established customer service or complaint channels.

Paid Search Agency 50

Paid Search Agency Word of Mouth Amazon Viral Marketing 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.

Press 50

Press Peer-to-peer Amazon BtoB 50

Paul Gillin

JANUARY 17, 2012

3M engineers have adopted a microblogging platform called Socialcast behind the firewall to tie together 800 members across 30 channels. Internet-based tools have been embraced across the company to compensate for the loss of physical proximity. The tool is enabling point questions to be answered quickly.

Wiki 50

Wiki Peer-to-peer Work Management Marketing Management 50

Paul Gillin

AUGUST 29, 2012

The company dispensed advice to concerned parents about the topic through a variety of channels, pointing out that while a tight-fitting diaper may create the conditions for diaper rash, the problem was not caused by the diaper itself. Diaper rash is an unfortunately common occurrence that afflicts about one in four babies at any given time.

Paid Search Agency 50

Paid Search Agency Advertising Agencies Facebook Customer Satisfaction 50

Paul Gillin

OCTOBER 5, 2011

When you think in terms of what your customer wants, rather than what you need to sell, you create new channels of word-of-mouth awareness. This is direct marketing that doesn’t suck because it delivers value that I can share to enhance my own value to others. Lots of direct marketers still haven’t bought into this idea.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 50

Paul Gillin

AUGUST 26, 2010

For today’s teens, interaction with friends is multi-channel and multimedia. I use the term figuratively because Alice hates to talk on the telephone, as do most of her friends. By “speak”, she means text messages, instant messaging sessions, wall posts and maybe a few webcam interactions. Media Everywhere.

Multi-Channel 50

Multi-Channel Facebook Communities Course 50

Paul Gillin

JANUARY 25, 2012

Use every channel you have.” Tip #4: Promote everywhere. Field of Dreams’ was a horrible move for people who are learning about marketing,” Schmulen says. Just because you build it doesn’t mean people will come. When you create a campaign, share it across all your social networks and e-mails. I couldn’t have said it better.

Small Business Marketing 50

Small Business Marketing Facebook Tips A/B testing 50

Paul Gillin

AUGUST 26, 2011

The insurance company’s YouTube channel has had more than five million views, many for its TV commercials. million likes, it’s doing pretty well. The ads have spawned parodies, but Thul says the company is pretty sanguine about them. “If

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 50

Paul Gillin

AUGUST 4, 2011

Check out its impressive recruitment site , which lists the many social channels it uses. This company’s entire recruiting effort – it hires about 5000 people in the US every year – is built on social media. Other notable careers pages on Facebook include Shell , Hilton and Abbott Laboratories.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

JANUARY 24, 2013

Stand Out builds on the premise that a great online presence is a function of distinctive content delivered through multiple channels with the assumption that interactions with constituents are part of the process. This is what I call really actionable information. It will immediately change some of your tactics – and for the better.

Social Marketing 50

Social Marketing Marketing Management Social Media Youtube 50

Paul Gillin

APRIL 13, 2011

In most cases, these efforts cost little or nothing more than your time.Here are some suggestions for leveraging social channels for event promotion. You need a single Web address that people can refer to in their social channels. Create SlideShare and YouTube channels for your event. Events of all sizes. Large events.

Social Media 50

Social Media Promotion Media Landing Pages 50

Paul Gillin

MARCH 24, 2011

I was also struck by the attention they paid to avoiding the temptation to use blogs as a promotional channel. The finalists in the BtoB awards have seen similar results, with total traffic in one case growing nearly 14,000% across its blog and syndication channels in a single year from a substantial base.

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

DECEMBER 30, 2013

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. In reality, I don’t blog very much at paulgillin.com anymore. Much of my recent work has appeared on the Profitecture blog.

Blogger 50

Blogger BtoB Paid Search Agency Companies 50

Paul Gillin

AUGUST 9, 2012

It’s also established the popular microblog service as a prime channel for customer complaints and a favored tool of the critics we call “Casual Complainers.” Instead of relying on just one channel for information, you tap into the collective reports of many. Updates are instantaneous, which makes Twitter a valuable news tool.

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50

Paul Gillin

SEPTEMBER 6, 2011

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. Schwartzman has 44 recommendations on LinkedIn, while Berry has three.

PageRank 50

PageRank Social Networks Wikipedia Ideal Customer Profiles 50

Paul Gillin

JUNE 24, 2010

Unique URLs enable your analytics software to track inbound traffic from each source separately so you can determine the ROI of each channel. Everything after the word “public/” is a unique code that tells where the visitor came from.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

FEBRUARY 15, 2014

Three years ago I routinely advised clients to spread their content around liberally through multiple channels as a way to reach the largest possible audience. I recommended setting up multiple Twitter accounts for different functions like customer service and marketing.

Social Networks 50

Social Networks Ideal Customer Profiles Blogger Social Media 50

Paul Gillin

MARCH 9, 2012

P&G’s revenues continue to be strong, but its traditional retail channels are under intense pressure, warehouse clubs are squeezing margins and Amazon wants to trump its brand. Digital channels are the lifeline that can establish long-term connections with their customers.

Peer-to-peer 50

Peer-to-peer Paid Search Agency Sample Impressions 50