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| | PAUL GILLIN
JUNE 24, 2010 How to Calculate Social Marketing ROI
Return is payoff as measured in revenue generated or costs avoided. Revenue generated by rep. At the same time, the value generated by the community will enable us to cut an additional one-half customer support position each year. It’s easy to cast aside analytical tasks when everyone is focused on generating revenue. They include Indium Corp., EMC Corp. Of course not.
| | PAUL GILLIN
AUGUST 9, 2012 How Twitter Amplifies a Customer Attack
The account attracted 160,000 followers – more than four times the following of BP’s real North American Twitter account – and generated huge amounts of media coverage. 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. The target publication date is late 2012. I’ll be posting a few excerpts here during the next few months and would appreciate your comments. Now, thanks to the Internet, we know this is not true. Order From Chaos. Brandjacked!
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| | PAUL GILLIN
AUGUST 4, 2011 Facebook Can Work for B2B Marketers, But You Gotta Know the Rules
LinkedIn is all about efficiency, but Facebook is about generating discussion, even if it’s around trivial things. Cisco is also terrific a generating discussion. That’s a great way to generate word-of-mouth, because posts are shared with people’s friends. Its style is unique: funny, unpredictable and designed to generate response. million likes*.
| | PAUL GILLIN
SEPTEMBER 15, 2011 Measuring the Immeasurable
My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. it also got me several e-mails from companies that claim to have built a better mousetrap than Klout. haven’t reviewed these tools in detail just yet, but it appears that influence is a red-hot topic in PR and marketing circles right now. TopazPartners.com.
| | PAUL GILLIN
OCTOBER 11, 2012 15 Tips for Getting the Most From LinkedIn Groups
and JotURL make it easy to shorten links and then track the number of clicks they generate. It generates longer links, but they’re compatible with Google Analytics. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. Make it Personal. Follow Up. Use Active Voice.
| | PAUL GILLIN
JANUARY 25, 2012 Five Facebook Tips for Small Businesses
Depending on the business, goals might range from generating orders to attracting subscribers to building thought leadership. Most small businesses are terrible at marketing in general and online marketing in particular. That’s understandable: The founders are usually more passionate about what they do than about promoting themselves. That’s the herd mentality at work. Tip #5: Measure.
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PAUL GILLIN As Business Goes Social, CIOs Sit on Sidelines
| MONDAY, NOVEMBER 28, 2011
In the future, value will come from generating
demand that never existed, as the iPhone has done. The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees. With an estimated 300 senior IT executives in the room, I expected there would be plenty of chatter going on. To my surprise, not a single tweet had been logged during the past hour. Same Old Song and Dance. Playing pays off. MORE >>
PAUL GILLIN Facebook, LinkedIn and Twitter in Plain English
| WEDNESDAY, APRIL 18, 2012
This makes LinkedIn a compelling new tool for professional networking and lead generation
. I prepared summaries for my upcoming Search & Social Double Whammy seminar on May 2 in Burlington, MA describing the “big three” social networks: Facebook, LinkedIn and Twitter. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. Perhaps you’ll find these basic explanations useful in some context. And if I’ve missed or misstated anything, I’d appreciate your corrections. MORE >>
PAUL GILLIN The Power of B2B Communities
| THURSDAY, 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. They are flexible gathering halls that can fill a wide variety of purposes ranging from product development to lead generation
. Lead Generator
, indicating that generosity is part of his business strategy. Is it appropriate to a B2B setting? MORE >>
PAUL GILLIN Facebook Tips for Midsize Businesses
| WEDNESDAY, 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. But many SMB’s don’t take full advantage of the Facebook platform because they’re intimidated by the learning curve and the technical knowledge that Facebook applications demand. Against the Grain This is one in a series of posts that explore people and technologies that are enabling small companies to innovate. The series is underwritten by IBM Midsize Business , but the content is entirely my own. MORE >>
PAUL GILLIN Social CRM: Curb Your Enthusiasm
| THURSDAY, OCTOBER 7, 2010
For example, an automotive dealer should be able to generate
sales by tracking public comments from nearby consumers who are looking to buy a car. 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. 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. encourage you to restrain your enthusiasm. It seems only natural that online social interactions should be part of this profile. right. MORE >>
- CIO Challenges Educators to Stay Relevant PAUL GILLIN | WEDNESDAY, MARCH 7, 2012
- Know Thy Customer PAUL GILLIN | WEDNESDAY, OCTOBER 12, 2011
- IBM’s Beck: Social Business is About Enablement, Not Control PAUL GILLIN | TUESDAY, APRIL 24, 2012
- IDC Sees Massive Disruption From Industry’s Platform Shift PAUL GILLIN | TUESDAY, MARCH 13, 2012
- Cool & Useful Sites for the Holidays PAUL GILLIN | SUNDAY, DECEMBER 18, 2011
- The Changing Rules of B2B Marketing PAUL GILLIN | THURSDAY, JUNE 17, 2010
- Content Curation on Steroids PAUL GILLIN | THURSDAY, JULY 29, 2010
- Weinberger Wisdom PAUL GILLIN | FRIDAY, JUNE 4, 2010
- Age of the Tablet Has Begun PAUL GILLIN | WEDNESDAY, NOVEMBER 17, 2010
- Seven Questions to Ask About Your Website PAUL GILLIN | THURSDAY, MAY 13, 2010
- IBM Expands Social Business Services PAUL GILLIN | MONDAY, JANUARY 16, 2012
- My Favorite Productivity Apps – Multimedia & Web PAUL GILLIN | MONDAY, NOVEMBER 8, 2010
- ‘The Truth about Leads’ Is Just That PAUL GILLIN | THURSDAY, FEBRUARY 2, 2012
- The Appeal of B2B Social Networks PAUL GILLIN | WEDNESDAY, JUNE 9, 2010
- Unfair Rap on Gates PAUL GILLIN | SUNDAY, MARCH 17, 2013
- Surveys Show ‘Social Business’ Concept Gaining Traction PAUL GILLIN | WEDNESDAY, NOVEMBER 16, 2011
- Waiving Speaking Fee for Book Buyers PAUL GILLIN | TUESDAY, FEBRUARY 22, 2011
- Great Events This Week PAUL GILLIN | MONDAY, MAY 31, 2010
- Social Marketing Wisdom From a True Practitioner PAUL GILLIN | THURSDAY, JANUARY 24, 2013
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