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

APRIL 27, 2012

So when IBM began to introduce the concept of “social selling,” it chose a test base of a few hundred salespeople and their managers to build a set of integrated systems that improved productivity and reduced administrative overhead. Social: Session 1: Social Selling – The IBM Transformation.

Process 50

Process Word of Mouth Forecasting Lock-In 50

Paul Gillin

JUNE 29, 2011

One is Element14 , a social community for engineers sponsored by an electronics distributor of the same name. Element14 is trying to position itself as “Facebook for engineers,&# and they’re doing a heckuva job. Two impressive B2B social media efforts by two companies addressing very different audiences.

Social Marketing 50

Social Marketing B2B Marketing B2B B to B 50

Paul Gillin

OCTOBER 7, 2010

And if you’re a CRM user, you’re almost certainly hearing about Social CRM, the hottest new craze in that 20-year-old field. It seems only natural that online social interactions should be part of this profile. Social CRM introduces potentially enormous new complexity to the process. I encourage you to restrain your enthusiasm.

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

MARCH 1, 2012

This graphic, which appeared in The Wall Street Journal on Tuesday , says a whole lot about Facebook’s success and Google+ ‘s struggles, but it’s an incomplete picture of the true value of social networks. Many LinkedIn members choose to receive messages as e-mails and only visit the site when necessary.

Social Networks 50

Social Networks Twitter API Facebook 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. After he posted the e-mail exchange online, some USA Today reporters dug up the fact that Facebook was behind the whisper campaign.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

FEBRUARY 7, 2011

But there’s nothing underhanded about CareOne, a nine-year-old company with 700 employees and a philosophy that “There’s no reason to be ashamed of being in debt,” according to Social Media Director Nichole Kelly (right). A busy online community has been a remarkably effective engine of growth. She would do no such thing.

Communities 50

Communities Cost per Acquisition Peer-to-peer Work Management 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. Does it set the stage for a deeper discussion of social communities? They are both the oldest form of social media and also the newest.

Communities 50

Communities B2B 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. AcmeForum ).

Social Media 50

Social Media Promotion Media Landing Pages 50

Paul Gillin

JUNE 9, 2010

Following is an excerpt from Social Marketing to the Business Customer , which is due to be published in January, 2011 by John B. They are both the oldest form of social media and also the newest. Those early online outposts looked little like the Facebooks and LinkedIns of today, though.

Social Networks 50

Social Networks Work Management B2B Marketing Management 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. That’s good if you can get it, but the reality is that most top executives are still wary about social marketing.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

FEBRUARY 27, 2013

I happen to be one of the 14 people quoted in this Dell e-book, Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. For example: Several of these experts see a strong year for Google+, while most believe Facebook is in for slow growth or even decline. I agree completely.

Social Media 50

Social Media Media Facebook Social Networks 50

Paul Gillin

AUGUST 6, 2012

The Social Marketing Automation suite enables customers to identify patterns in public online conversations, extract profile information and create what amounts to custom Klout scores. 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

NOVEMBER 8, 2011

Social media is vital to our business today,” said Micarl Hill, the Mansion’s managing director. Facebook and LinkedIn already make polling easy, and Quora is awash with questions about recommended vendors. The endorsement has enabled the Mansion to hold its premium prices and cut its acquisition costs.

Work Management 50

Work Management BtoB Marketing Management Vendors 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

FEBRUARY 20, 2013

500′s use of social media , and once again small companies outpace large ones. 500 use at least one of the tools studied, which include blogs, Facebook, LinkedIn, YouTube, Pinterest and Foursquare. Facebook was the big loser in this survey. Growth in social media investment showed signs of slowing in this survey.

Social Media 50

Social Media Studies Media Linkedin 50