Paul Gillin

OCTOBER 3, 2013

In late 2006 Ellis offered me a monthly column on the editorial page called “ New Channels.” 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.

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 50

Paul Gillin

JULY 29, 2011

Most use at least three major social media channels, compared to less than two for the average company. They also have multiple presences within each channel, such as product-specific pages on Facebook. Online marketing provides much richer options for understanding how people interact with our content.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

JUNE 18, 2013

Identify the social media channels that your customers use – if any – and stake out at least a basic presence there. You need a way to determine how your activity and social channels is translating into business results. Don’t treat social media as a marketing channel. Don’t lead with a sales pitch.

Social Media 50

Social Media Social Marketing Media Social Networks 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. Executives talk the talk but still don’t walk the walk.

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50

Paul Gillin

AUGUST 4, 2011

EMC doesn’t use Facebook’s wall to much effect, but its purpose seems more promotional than interactive. For interactivity, it’s hard to beat Intel’s page, which has racked up nearly 2.7 Check out its impressive recruitment site , which lists the many social channels it uses. Conversation Equation.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

AUGUST 26, 2010

By “speak”, she means text messages, instant messaging sessions, wall posts and maybe a few webcam interactions. 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. Media Everywhere.

Multi-Channel 50

Multi-Channel Facebook Communities Course 50

Paul Gillin

OCTOBER 11, 2012

LinkedIn is the only major social network that doesn’t permit brands to interact as members. 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. Do you agree?”. Make it Personal.

Linkedin 50

Linkedin Webinar Metrics Tips Webcast 50