Paul Gillin

JUNE 26, 2014

In fact, the social media section of the report focuses almost entirely on how brands communicate with customers. There is almost no mention of how customers use social media to communicate with each other. This distinction is important, and here’s where the report presents a bit of a contradiction.

Social Media 50

Social Media Media Peer-to-peer Social Networks 50

Paul Gillin

MAY 16, 2012

By definition, social media is a two-way dialog between your customers and your employees. It is a tool, but companies should not lose that direct contact with customers. There’s a risk of losing face-to-face engagement with customers and employees. I can identify individuals who may present a threat to the organization.

Business 50

Business Social Media Opinions CMO 50

Paul Gillin

AUGUST 1, 2013

Inverted pyramid dictates that information is presented in order of declining importance. You don’t hear much about inverted pyramid anymore because length isn’t an issue online, but it’s a very reader-friendly way to present information to time-pressed people. Quotes shouldn’t be random or perfunctory.

Business 50

Business Content Paid Search Agency Analytics 50

Paul Gillin

OCTOBER 5, 2011

Think Like the Customer. 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. My presentation to this week’s DMA conference is below. View more presentations from Paul Gillin. And I do, nearly every day.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 50

Paul Gillin

APRIL 27, 2012

In a presentation to the SugarCRM SugarCon conference in San Francisco earlier this week, Gary Burnette, vice president of sales transformation at IBM, told how the implementation team at IBM succeeded in making social selling a coveted goal rather than another set of rules and reports. View more presentations from SugarCRM.

Process 50

Process Word of Mouth Forecasting Lock-In 50

Paul Gillin

FEBRUARY 22, 2011

Software Advice has posted a grid that presents a new way of looking at the social CRM market. In order to get the most out of CRM, everyone in the organization who touches customers must be part of the record-keeping process. More importantly, Marketing Director Houston Neal argues that social CRM actually doesn’t exist.

CRM 50

CRM Marketing Management Organization Salesforce.com 50

Paul Gillin

NOVEMBER 16, 2011

A quartet of new research reports suggested that small and midsize businesses (SMB) are rapidly waking up to the potential of social media and cloud-based infrastructure to create new operational efficiencies and better engage customers – and that they may also be leading the US out of recession.

Customer Surveys 50

Customer Surveys Peer-to-peer SMB Business 50

Paul Gillin

MARCH 13, 2012

Reality: A wide range of customer needs exist. Misperception: Customers want itemized prices and mix and match the cheapest offerings. Reality: Increasingly sophisticated customers understand that packaged pricing is often a better deal. She listed five common misperceptions and realities. IDC Forecast.

Planning 50

Planning Forecasting Mobile Marketing Paid Search Agency 50

Paul Gillin

OCTOBER 19, 2011

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. One North Social customer that makes pretzels distributed 10,000 samples in less than 24 hours by sending them to people who liked its page.

Facebook 50

Facebook Tips Digital Asset Management Business 50

Paul Gillin

AUGUST 26, 2011

This morning’s audience of about 100 social media practitioners truly believe in the value of new platforms to reach their customers, although they have understandable concerns about the many regulations that govern what they can say. Here are some notes I took away from the three speakers on my panel.

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 50

Paul Gillin

SEPTEMBER 8, 2010

In the last five years, the supplier-customer relationship has begun to change fundamentally because of the Internet. Customers today can easily tap into each other for advice, and that’s exactly what they’re doing. Basically, he who shouted the loudest had the edge. That won’t be an advantage in the future however.

Rules 50

Rules Organization Work Management Peer-to-peer 50

Paul Gillin

JULY 29, 2010

The curator starts by presenting the engine with a basic set of keywords. It has some early test customers, but none can be identified just yet. This company owns a portfolio of properties throughout the US and uses localized websites as both a marketing and customer service tool. More wheat, less chaff.

Curation 50

Curation Enterprise Management Web 2.0 Work Management 50

Paul Gillin

JANUARY 6, 2011

Stories of social media failures will become more frequent as practitioners realize that customer conversations are time-consuming to maintain and that peer conversations present as many problems as they do opportunities.”. They also must be backed by an organizational commitment to creating delightful customer experiences.

Social Marketing 50

Social Marketing Marketing Analytics Tools Peer-to-peer Paid Search Agency 50

Paul Gillin

DECEMBER 1, 2010

Make Marketing a Service to Customers - I didn’t write down who said this, but the comment stuck with me long after the conference was over. But in the new world of tuned-out customers, the only way to get make an impression is to be helpful, entertaining or memorable. Here are five key insights I took away.

Web 2.0 50

Web 2.0 Internet Marketing Mobile Marketing Marketing Proposals 50

Paul Gillin

JANUARY 16, 2012

Content can be organized by various views, including a paper.li -like custom news page and topical filtering. Larry Bowden, VP, Web Experience Software, IBM shows the new IBM Customer Experience Suite. The resulting site can resize and present content according to the capabilities of the device. User Presentations.

Enterprise Management 50

Enterprise Management Work Management Social Networks Ideal Customer Profiles 50

Paul Gillin

APRIL 13, 2011

If you can customize to the local language, that’s even better. Many services let you customize the short code to something that’s easy to remember, like your event name or hashtag (for example, bit.ly/AcmeForum Link to your landing page using a custom URL. Free clients like Tweetdeck , Seesmic and HootSuite make this easy.

Social Media 50

Social Media Promotion Media Landing Pages 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. I’m particularly interested in your feedback on this chapter because it presents some new ideas I’ve been playing with about how to calculate the ROI of almost anything. Of course not.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

DECEMBER 16, 2010

I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. A friend who runs an auto dealership tells me that customers today typically know more about the cars they want to buy than his own salespeople do. This is the time of year when a lot of people make predictions.

Social Media 50

Social Media Media RSS Verticals 50