Paul Gillin

AUGUST 4, 2011

In a survey of marketers conducted by BtoB magazine last year , Facebook was ranked last in usefulness among the top five social networks, trailing blogs, LinkedIn, YouTube and Twitter, in that order. LinkedIn is all about efficiency, but Facebook is about generating discussion, even if it’s around trivial things.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

JUNE 29, 2011

The site is organized in “chapters&# by platform – Facebook, LinkedIn, Ratings and Reviews, QR codes and the like – and presents really useful tutorials in a step-by-step format, many including video. It’s a low-key approach to branding that uses the quality of the content to validate the service.

Social Marketing 50

Social Marketing B2B Marketing B2B B to B 50

Paul Gillin

FEBRUARY 7, 2011

The number of active participants – or those who regularly contribute content – is in the sub-1% range. As in most online communities, a very small percentage of members contribute most of the content, but those people can become heroes to their peers. That changed the content we were delivering. The Insight Dividend.

Communities 50

Communities Cost per Acquisition Peer-to-peer Work Management 50

Paul Gillin

MAY 27, 2010

The social network is so essential to the company’s business that user generated content overflows onto the corporate homepage. It has also learned about the “1:9:90″ rule: the vast majority of its content is generated by about 1% of its members, with another 9% kicking in occasional additions.

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

JULY 15, 2011

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. Once the legal department gets involved in approvals, most meaningful content gets sucked out of the article.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

JUNE 9, 2011

There are several large groups of freelancers on LinkedIn, including The Freelance Writers Connection with 5,600 members. Staffers turn out more content per dollar than contractors, and you don’t have the overhead of legal documents, busted deadlines and flaky freelancers who simply disappear in the middle of the night.

BtoB 50

BtoB Burn Rate Blogger Sample 50

Paul Gillin

APRIL 13, 2011

Use a unique tracking code with each promotion and make sure to use a different code for Facebook, Twitter, LinkedIn and e-mail. This enables you to assemble photo galleries by stitching together tagged content from a variety of sources. Content from past events is your best promotion for future events.

Social Media 50

Social Media Promotion Media Landing Pages 50

Paul Gillin

AUGUST 6, 2012

Awareness doesn’t extract data from social networks directly but rather works with Gnip , a company that has license agreements with most of the top social networks to distribute their content. About the only major source Gnip doesn’t have is LinkedIn, which keeps its profile information close to the vest.

Marketing Automation Services 50

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

Paul Gillin

MARCH 24, 2011

Another defined the blog’s mission as being “to provide actionable and thought-leadership content for customers and prospects on…topics the company’s product helps optimize.&#. Two of the four finalists had hired professional journalists to oversee content. That’s another great idea. Publishers?

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

JUNE 24, 2010

Her response: “When [our target audiences comes] to our site, they watch the videos and they are engaging with the content on the site. We think richer measures such as referring keywords, top content, bounce rate, average time spent on site, pages-per-visit and content analysis yield more actionable insight that will only get better.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

FEBRUARY 27, 2013

Basically, stop throwing content against the wall and start making it more meaningful. Geoff Livingston’s comments on creating trusted content are particularly good. Stop using social media as another kind of fire hose and start using it for listening, which is its most basic value.

Social Media 50

Social Media Media Facebook Social Networks 50

Paul Gillin

FEBRUARY 20, 2013

500 use at least one of the tools studied, which include blogs, Facebook, LinkedIn, YouTube, Pinterest and Foursquare. 500 CEOs contribute to blog content. Also notable is the surge of interest in LinkedIn, which is being used by 81% of companies compared to 67% for Facebook and Twitter. Ninety-two percent of the Inc.

Social Media 50

Social Media Studies Media Linkedin 50