Paul Gillin

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As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

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. Same Old Song and Dance.

Media 102

Cool & Useful Sites for the Holidays

Paul Gillin

All you need to submit is your first name, general location, and a picture of the gift you’re sending, and the site will generate a random address. 9.  The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. 1.  Skype . Google+ Hangouts. Crackle. YapTV.

Sites 100

Measuring the Immeasurable

Paul Gillin

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.

Stop Talking! I’m Trying to Listen!

Paul Gillin

And I advised linking generously to influential bloggers as a way of generating reciprocal links that build search visibility. As social networks have grown, so has the amount of noise they generate. Three years ago I routinely advised clients to spread their content around liberally through multiple channels as a way to reach the largest possible audience. Shhhhhh!

Media 69

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. in CMI’s recent survey: ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY14 LEAD GENERATION Through the use of marketing automa- tion software such as Marketo and Sales- force, one can easily track and attribute. how content marketing helps generate. their content marketing efforts—generate. All rights reserved.

IDC Sees Massive Disruption From Industry’s Platform Shift

Paul Gillin

The global IT industry is in the middle of an epic platform shift and the rules for survival in a market built on mobility, big data analytics, social business and cloud computing will be very different than those that applied to the previous client/server generation. Frank Gens (photo by Jeff Ballard via Twitter @jballard). You’ll need millions of customers in order to compete.”.

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

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.

IBM’s Beck: Social Business is About Enablement, Not Control

Paul Gillin

When all those customer touches are documented, “the reports and graphs are generated in the background.” Social business isn’t about tools and promises. It’s about giving people at every stage in the sales cycle the incentive to adopt tools that make their jobs easier and contribute to customer satisfaction. Photo via Product and service innovation.

Unfair Rap on Gates

Paul Gillin

He said he planned to give away most of the money eventually and that he was in the best possible place to generate the maximum amount of wealth for that purpose  While the Gates Foundation didn’t have a name at the time, it was clearly a goal in his mind. Bill Gates at the World Economic Forum ,2007. Photo credit: Wikipedia). Microsoft was his way to make the Foundation real.

Staffing and Launching Your Content Marketing Program

all generated over 1,000 readers and 3,000 atten- tion minutes, just like they do every month. generates about 150 views on the first day, and about. post still generates about 18 views per day. stories generating traffic, which results in compounding. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY31 Whose job is it to generate story ideas? All rights reserved.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

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*.

Rules 56

How Twitter Amplifies a Customer Attack

Paul Gillin

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!

How to Calculate Social Marketing ROI

Paul Gillin

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.

ROI 57

Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

Only 40% are taking the time to understand and evaluate the impact of consumer-generated reviews,  blogs and peer rankings on their brands. recent survey of more than 2,000 small businesses by e-mail marketing provider Constant Contact found that 81% say they now use social media for marketing, up from 73% in the spring. The concept has gained momentum in the form of “intranet 2.0″

‘The Truth about Leads’ Is Just That

Paul Gillin

McDade believes that most companies invest far too much in lead generation and far too little in lead qualification and nurturing. McDade (left) lays equal blame on both parties, concluding that the net effect is “about 95% of generated leads are not effectively pursued by sales.” These tactics can generate a lot of names, but not many qualified leads.

CPL 30

Content Methodology: A Best Practices Report

generation Lead generation: Create. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V.

CIO Challenges Educators to Stay Relevant

Paul Gillin

The analogy of the caveman may not be lost on an older generation that is falling further behind. Wichita State University CIO Dr. Ravi  Pendse  last month issued a provocative challenge to educators to rethink their tools and tactics if they are to remain relevant a decade from now. Our young people are looking for complete convergence. For example, “They require creativity.

Five Facebook Tips for Small Businesses

Paul Gillin

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.

Facebook Tips for Midsize Businesses

Paul Gillin

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. Capture and communicate.

Attack of the Customers Roundup, July 25, 2013

Paul Gillin

Easy Steps To Turn Business Failures Into Customer-Generating Positive Case Studies. Recent stories of customer attacks, bad business behavior online and advice on how to prevent the latter. Don’t ignore customer service on social media. Social media gets discussed ad nauseam as a marketing tool, but it does have other business applications. In the case of customer service, that’s something apparently ignored by many businesses.Only 44 percent of the top 25 online retailers respond to complaints on Facebook within 24 hours according to the data compiled by .

Media 23

Content Marketing Playbook: Strategy and Roadmap

Our blog generated 2 million views. essential to Moz, a company that generates all of their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Back at GE and in. emerge.

IBM Expands Social Business Services

Paul Gillin

“It’s not just about demand generation but incorporating social it into all aspects of your business.” Seeking accelerate its pole position as a leader in the emerging concept of “social business,” IBM introduced new programs, services and partnerships to help organizations grasp the concept and make it work for their organizations. Sandy Carter, IBM.

Know Thy Customer

Paul Gillin

Is this a generational issue? think the next generation of leaders is going to be not only aware of analytics but also masters of it. There’s a whole generation in corporate America who have never been to a corporate training program. In his book,  The New Know , Thornton May makes a case for data analysis becoming the next frontier of corporate evolution. Oh, yes.

Social CRM: Curb Your Enthusiasm

Paul Gillin

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. encourage you to restrain your enthusiasm. right. anything.

CRM 18

Waiving Speaking Fee for Book Buyers

Paul Gillin

Generating Qualified B2B Leads with Social Media. My book Social Marketing to the Business Customer with co-author Eric Schwartzman was released last month and is now available through Amazon , Barnes & Noble , Borders and other booksellers.  It’s the first book devoted exclusively to B2B social media , and the most comprehensive collection of best practices and case studies currently available in print. B2B is hot topic these days as marketers look for applied wisdom and operational frameworks to help them integrate social media into their existing organizational outreach efforts. 

Content Marketing 2016: Staffing, Measurement, and Effectiveness

OF IMPORTANCE TO YOUR COMPANY By average By first place votes 1 2 3 4 5 6 7 8 LEAD GENERATION (7.5/150) ENGAGEMENT RATE (7.2) Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. But brands.

Recent Posts: Expanding Social Authority and Enlivening Boring Predictions

Paul Gillin

Two new surveys cast doubt on the value of social media as a lead generation vehicle. One found that the top three value propositions of social media relate to ongoing customer engagement rather than lead generation. This blog hasn’t been very active lately, but that’s because most of my contributions have appeared elsewhere. Here’s a roundup of what I’ve been musing about. 22, 2014.

Age of the Tablet Has Begun

Paul Gillin

decade from now, a new generation of youngsters will think it funny to hear daddy tell about how he used to skulk around airports looking for power outlets. I tend to be a skeptic about new technology, probably a consequence of 25 years of seeing cool demos of products that never worked very well in real life. tend to be a late adopter, too. Now we know better. Travel-Ready.

My Favorite Productivity Apps – Multimedia & Web

Paul Gillin

That list is easily generated by Google Reader, and it changes whenever the feed list changes. Continuing on my post from two weeks ago about my favorite PC productivity tools, here’s another list of goodies. Most are free, all are bargains. Photo/video. It works with a lot more sites than just YouTube and cleanly downloads Flash video. For photo editing, though, I like Zoner PhotoStudio.


Content Curation on Steroids

Paul Gillin

For example, it can analyze content that generates a lot of views or clicks and deliver more source material just like it to the curator. All of a sudden, “ curation ” is one of the hottest words in the Web 2.0 world. That’s because it’s an idea that addresses a problem humans have never confronted before: too much information. This task has never been easy to automate. Shhhhh!

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

The Appeal of B2B Social Networks

Paul Gillin

They are flexible gathering halls that can fill a wide variety of purposes ranging from product development to lead generation. Lead Generator,&# indicating that the value he provides to the community is good for his business. Following is an excerpt from Social Marketing to the Business Customer , which is due to be published in January, 2011 by John B.

Great Events This Week

Paul Gillin

There are a couple of events coming up in the Boston area this week that I hope you’ll attend. On Thursday, June 3, the Mass. Technology Leadership Council is hosting its second annual Social Media Summit. We’re bringing together a lot of smart practitioners from the area who are putting social marketing to work in real business scenarios. Sign up here. Sign up here.

Weinberger Wisdom

Paul Gillin

The social media generation now expects important information to find them. My definition of a good speech is one in which the speaker tells you something you already know in a way that you’ve never considered before. That’s why David Weinberger is one of my favorite speakers. Here are my notes from David’s presentation this morning to the Mass. Apple is about art.

Seven Questions to Ask About Your Website

Paul Gillin

Are the titles and meta-tags clear or do they still have gibberish file names that machines generate? People usually call me for help setting up and optimizing their social marketing programs. But in the early stages of our engagement the conversation almost always takes another turn. Clients are sometimes frustrated by this. Focus on results rather than process. How about PDF documents?

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

The Changing Rules of B2B Marketing

Paul Gillin

Those sales are generated by the affinity that the staff has developed with these key corporate customers. Dell TechCenter and other initiatives like it are microcosms of the changes that are sweeping across corporate America as a consequence of the rapid growth of social media tools like blogs, communities and user-generated multimedia. Here is a draft of the first chapter of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. Your feedback is welcome. Please ignore the typos and grammar flaws that inevitably appear at this stage.

The Power of B2B Communities

Paul Gillin

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?


Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that? Here are my theories: 1.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. The direct outcome of lead generation is new contacts available for sales or marketing. Unfortunately, it doesn’t work that way.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.