Paul Gillin

JUNE 17, 2010

In the early days of Twitter, the Dell TechCenter staff had set up a common Twitter account as a secondary channel of communication. Companies like Dell, which does 80% of its sales volume with corporate customers, are ideally positioned to take advantage of these new channels. Fortunately, B2B social media is all about substance.

Enterprise Management 50

Enterprise Management B2B Marketing Rules B to B 50

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. John Hancock had no social media strategy at time.

Social Marketing 50

Social Marketing Planning Marketing Management 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'

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50

Paul Gillin

DECEMBER 18, 2012

One of the things that has always captivated me about social media is the power it gives to individuals to greatly amplify their voice. With YouTube views averaging about 25,000 per day, her story caught the eye of mainstream media, which is usually the turning point at which things happen.

Paid Search Agency 50

Paid Search Agency Word of Mouth Amazon Viral Marketing 50

Paul Gillin

JANUARY 25, 2012

I recently spoke to Mark Schmulen, general manager of social media at the small-business-focused e-mail service provider Constant Contact about how to go beyond the Facebook wall and make the social network a practical and measurable small business marketing platform. Use every channel you have.” Tip #5: Measure.

Small Business Marketing 50

Small Business Marketing Facebook Tips A/B testing 50

Paul Gillin

OCTOBER 5, 2011

Here are a few that I welcome into my inbox: Bulldog Reporter’s Daily ‘Dog – This e-mail arrives every morning packed with news and insight about the latest happenings in media and corporate communications. Marketing Charts – This is an invaluable daily digest of the latest market research in media and consumer behavior.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 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. Dentoola consulting gives away reports on how to apply social media in the dentistry profession.

Facebook 50

Facebook Tips Digital Asset Management Business 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. The decision to use social media to communicate the renovation plans to employees was controversial at first because news has always been top-down.”

Wiki 50

Wiki Peer-to-peer Work Management Marketing Management 50

Paul Gillin

APRIL 13, 2011

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. In most cases, these efforts cost little or nothing more than your time.Here are some suggestions for leveraging social channels for event promotion.

Social Media 50

Social Media Promotion Media Landing Pages 50

Paul Gillin

AUGUST 4, 2011

Buddy Media uses it to capture leads , as does e-mail marketing provider Infusionsoft. EMC has several FBML pages, including a list of its other social media accounts and a game you can play only after liking the page. Sodexo is a master of using social media for recruitment. SAP plays inline videos.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 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. She also cited media reports that claimed portions of the agency’s report are missing.

Paid Search Agency 50

Paid Search Agency Advertising Agencies Facebook Customer Satisfaction 50

Paul Gillin

JUNE 22, 2012

They’re also more likely to be involved in customer service, supply networks and multi-channel marketing. Eighty-five percent of marketers say they need an integrated suite to manage multi-channel communications. We’re still very early stage with that channel. Other interesting data: E-mail is kind of a mess.

Correlation 50

Correlation Research Multi-Channel Paid Search Agency 50

Paul Gillin

APRIL 24, 2012

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

Peer-to-peer 50

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

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. There have been plenty of books about social media marketing written by people (like me) who don’t do much of it.

Social Marketing 50

Social Marketing Marketing Management Social Media Youtube 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.” When seeking updates on a breaking news story, Twitter is often a much better source than the traditional media. Early-Warning System. Brandjacked!

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50

Paul Gillin

SEPTEMBER 6, 2011

In the interview with Schwartzman, who is the co-author of my B2B social media marketing book , Megan Berry said the company has “a million and one&# improvements it wants to make. She’s obviously a bright young woman who’s very savvy about social media. A Million and One Improvements.

PageRank 50

PageRank Social Networks Wikipedia Ideal Customer Profiles 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. Blogs may be declining in importance in the consumer realm as Facebook and Twitter grow in popularity, but they are still the most valued social platforms for B2B marketers as evidenced by recent research (see p.

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 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. Market share research; awareness research; media citations; analyst research. Reputation. Leadership.

ROI 50

ROI Paid Content Social Marketing Webcast 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

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. The factors that once made social media so appealing – accessibility and openness – have become a liability. Beyond Social Media.

Social Networks 50

Social Networks Ideal Customer Profiles Blogger Social Media 50

Paul Gillin

MARCH 9, 2012

Organized in just seven weeks and spearheaded by John Battelle’s Federated Media Group, Signal P&G brought top executives from Google, Facebook, Yahoo, AOL, Microsoft, Coca-Cola and many other digital and consumer brands to talk about the future of marketing.

Peer-to-peer 50

Peer-to-peer Paid Search Agency Sample Impressions 50