Paul Gillin

JULY 29, 2011

Not surprisingly, the company has tools that help in many of these areas, but that’s one reason its research is so useful: The recommendations are based upon the experiences of more than 100 customers. Most use at least three major social media channels, compared to less than two for the average company.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

FEBRUARY 22, 2011

In order to get the most out of CRM, everyone in the organization who touches customers must be part of the record-keeping process. In any case, the bigger issue for most companies isn’t whether their CRM is social but whether they are even using CRM correctly in the first place.

CRM 50

CRM Marketing Management Organization Salesforce.com 50

Paul Gillin

JULY 15, 2011

The article notes that Epson reported that revenue per visitor nearly doubled after it started including customer reviews on its site. The fact that one out of 10 customers may displeased with product can be looked at another way: 90% are happy. It’s not the concept of the case study I don’t like; it’s the format.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

OCTOBER 7, 2010

If you’re a marketer in a medium-to large-sized B2B company, you’re almost certainly using customer relationship management (CRM) software to track your customers and prospects. The problem is that most of their customers are still struggling to get CRM 1.0 I encourage you to restrain your enthusiasm.

CRM 50

CRM B to B Marketing Management Eye-Tracking 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

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. Today, it’s 80% of what she does.

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 50

Paul Gillin

AUGUST 9, 2012

The following is an excerpt for the forthcoming book, Attack of the Customers: Why Critics Assault Brands Online and How to Avoid Becoming a Victim , by Paul Gillin and Greg Gianforte. 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.”

Twitter 50

Twitter Paid Search Agency Work Management Tagging 50

Paul Gillin

JULY 14, 2010

CalTrain deserves credit for adopting an important customer communication tool, but it deserves a spanking for failing to understand the consequences of that action. Regardless of whether it earnestly desired to engage with customers or was just trying to be trendy, it had created an expectation that it couldn’t possibly fulfill.

Media 50

Media Twitter Social Media Fulfillment 50

Paul Gillin

JULY 29, 2010

In the process, it’s creating some compelling new ways to derive value from content. 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.

Curation 50

Curation Enterprise Management Web 2.0 Content 50

Paul Gillin

MAY 13, 2010

Focus on results rather than process. Then ask them to tell you what your company does, what problems you address and who the target customer is. Do they include the keywords that customers use to find you? This is particularly important for b-to-b companies, which establish long-term relationships with their customers.

B to B 50

B to B Marketing Websites Work Management Webcast 50

Paul Gillin

SEPTEMBER 2, 2011

Five days later, my local RCN office remains one of the 3% of utility customers statewide who have yet to get power back. My connection dropped on Sunday during Tropical Storm Irene, when my cable provider, RCN, lost power. I’ve accepted this inconvenience with quiet resignation. Being disconnected has had some surprising challenges.

Cable 50

Cable Press Twitter Facebook 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. Why should you care?

Web 2.0 50

Web 2.0 Internet Marketing Mobile Marketing Marketing Proposals 50

Paul Gillin

MAY 27, 2010

Here are the first 1,100 words of the chapter on B2B social communities from my forthcoming book, co-authored with Eric Schwartzman, entitled Social Marketing to the Business Customer. In the process, it has learned much about what makes communities work. Online communities are a bit of a paradox.

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

OCTOBER 11, 2012

When I see hash tags in a headline, it tells me one thing: This person was too lazy to customize the message for me. LinkedIn processes these short links just like regular URLs. The more you make your post a personal message from you, rather than a rehash of somebody else’s message, the more compelling it is.

Linkedin 50

Linkedin Webinar Metrics Tips Webcast 50

Paul Gillin

JANUARY 17, 2012

TD has grown to become North America’s sixth largest bank through acquisitions and a focus on listening to customers. A new social media team listens and responds to blogs, Facebook posts and tweets, the process “learning to be a better bank,” said Wendy Arnott (right, @Wendy_Arnott ), VP for Social Media and Digital Communications.

Enterprise Management 50

Enterprise Management Transparency Social Networks Barriers 50

Paul Gillin

JANUARY 16, 2012

Together, these create a platform for action that transforms process and innovation. Content can be organized by various views, including a paper.li -like custom news page and topical filtering. Social content management can unlock the content stored in every repository and enable new business processes. ” The Demos Begin.

Enterprise Management 50

Enterprise Management Work Management Social Networks Ideal Customer Profiles 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. Rather, they invest in social marketing because they believe that the benefits – customer engagement, market awareness, continuous feedback and professional development – are good for. Of course not.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

AUGUST 6, 2012

Anyone who follows my blog knows that I’m not a big fan of Klout , or any service that oversimplifies the complex process of assessing online influence by boiling it down to a single number. Awareness Networks just announced a tool that takes an intelligent and customized approach to influence assessment.

Marketing Automation Services 50

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

Paul Gillin

NOVEMBER 28, 2011

” In the process, they learned the skills that have redefined office productivity. This is about the finding new ways of doing business with a customer base that’s empowered with information. The information-empowered customer will impact every business at every level. Demand-Driven Economics.

Lead Ranking 50

Lead Ranking Business BtoB Enterprise Management 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

APRIL 10, 2013

Brill’s engaging and readable book is aimed at product managers, those corporate jacks of all trades who fret about everything from market research to customer support. That seems funny today, but at the time it was a bold test of new management principles that challenged IBM’s 100-year-old prohibitions against individual expression.

Blogger 50

Blogger Opt-in Guidelines Social Media 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.

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

JANUARY 20, 2011

My fourth book, Social Marketing to the Business Customer , came out this week. Research by marketing Sherpa and TechWeb found that 41% of technology buying decisions involved 15 or more people in the process. B2B buyers don’t hesitate to bring experts into the decision-making process. ’s into the process.

Work Management 50

Work Management Marketing Management B2B Marketing B2B 50

Paul Gillin

APRIL 28, 2011

You may think your situation doesn’t lend itself to such emotion, but with a little imagination, you can get angry about even seemingly mundane things: the way people behave in meetings, the antics of an industry standards group or the way a company treats its customers. That’s embarrassing. Remove Unnecessary Words.

Classified Ads 50

Classified Ads Tips RSS Storytelling 50

Paul Gillin

JANUARY 4, 2012

The “five phases of engagement” in chapter 5 walks readers through the process of understanding how relationships proceed from initial impression to purchase advocacy. The final two chapters look at measurement tactics for nonprofits and educational institutions, two clients with which Paine has extensive experience.

Social Media 50

Social Media Media Peer-to-peer PR 50