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| | PAUL GILLIN
JUNE 24, 2010 How to Calculate Social Marketing ROI
whose blog-driven search strategy yielded a six-fold increase in leads in just one quarter, and Clickable , whose Gurus drove a 400% one-year growth in billings. ROI analysis enforces rigor that leads to better decisions. In the example below, lead activity appears to correlate positively with traffic to a company blog. Our historical data tells us that a lead is worth $100.
| | PAUL GILLIN
AUGUST 9, 2012 How Twitter Amplifies a Customer Attack
People with large Twitter followings can quickly magnify a complaint with a single retweet, and the media has learned to use Twitter both as an amplifier and a leading indicator of developing news. 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.
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| | PAUL GILLIN
AUGUST 4, 2011 Facebook Can Work for B2B Marketers, But You Gotta Know the Rules
Buddy Media uses it to capture leads , as does e-mail marketing provider Infusionsoft. In my work with B2B organizations, the question of how to use Facebook is invariably front and center. This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing. Let’s look at some examples of what they do well. Takeaways.
| | PAUL GILLIN
SEPTEMBER 15, 2011 Measuring the Immeasurable
A “like or retweet is a form of action, but not necessarily one that leads to a decision. 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. Sentiment analysis is devilishly difficult to get right, however.
| | PAUL GILLIN
AUGUST 19, 2011 What a Hotel Manager Taught Me About the Future of Business
It’s just a leading indicator of forces that will sweep through nearly every market as customers learn to organize and apply the new powers of influence. Scott Wright is the general manager of the Wyndham Wingate Hotel in Erlanger, KY, and in a 15-minute ride to the airport yesterday morning he taught me something about the future of business. Customer service is number two.
| | PAUL GILLIN
AUGUST 20, 2010 Tips For Making That “Networking” Meeting More Fruitful
He generously consented, and two years later put me onto a lead that got me my first real journalism job. Back in the early days of my career, I made a point to go on frequent informational interviews. These meetings, which were usually conducted in person, gave me a chance to sit down with people who were successful in their field and to learn from their experience. Have an agenda.
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PAUL GILLIN Direct Marketing Doesn’t Have to Suck
| WEDNESDAY, OCTOBER 5, 2011
In the weeks leading
up to the Direct Marketing Association annual conference in Boston this week, exhibitors were out strutting their best stuff. In the weeks leading
up to DMA, vendors contacted me with offers of movie tickets, gift cards and a chance to win an iPad. Last week I got two letters in the mail that appeared to be personally addressed to me in a feminine hand (right). Both turned out to be promotions for companies exhibiting at the conference. One employs people to hand-address envelopes so that they appear to come from a friend. They fooled me good. Dump the Junk. MORE >>
PAUL GILLIN A Chance for CIOs to Lead in Social Business
| TUESDAY, MAY 15, 2012
suggest in my presentation that there are several initiatives IT could lead
that would give them a critical role in social business. I’m presenting a session at the CIO Solutions Gallery at the Fisher College of Business at Ohio State University tomorrow on the topic of “Measuring Social ROI: The CIO’s Role.” The ” The subject got me thinking about a topic that’s close to my heart, which is the low profile IT executives have assumed in driving social business at their organizations. Not surprisingly, marketing topped the list. MORE >>
PAUL GILLIN Five Facebook Tips for Small Businesses
| WEDNESDAY, JANUARY 25, 2012
If you lead
with your wall, you’re missing an opportunity. Fitness has a variety of other offers on its Facebook presence, but it leads
with the simplest one. 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. But with Facebook becoming the place you just have to be for businesses of all sizes, a little marketing know-how comes in handy. That’s the herd mentality at work. Sounds simple but it ain’t necessarily so. MORE >>
PAUL GILLIN As Business Goes Social, CIOs Sit on Sidelines
| MONDAY, NOVEMBER 28, 2011
While some of that was a byproduct of the Y2K problem, their willingness to lead
such mission-critical projects was a feather in their cap. 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. 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 >>
- The Power of B2B Communities PAUL GILLIN | THURSDAY, MAY 27, 2010
- Social Marketing Hangover PAUL GILLIN | THURSDAY, JANUARY 6, 2011
- Attack of the Customers: The Pampers Dry Max Crisis PAUL GILLIN | WEDNESDAY, AUGUST 29, 2012
- McKinsey Research Again Validates Social Technology Benefits PAUL GILLIN | TUESDAY, DECEMBER 27, 2011
- Live Blog: Lotusphere 2012 Opening Session PAUL GILLIN | MONDAY, JANUARY 16, 2012
- IBM’s Beck: Social Business is About Enablement, Not Control PAUL GILLIN | TUESDAY, APRIL 24, 2012
- B2B Blogging Excellence PAUL GILLIN | TUESDAY, MAY 25, 2010
- Book Review: Tales From a Veteran Blogger PAUL GILLIN | WEDNESDAY, APRIL 10, 2013
- Seven Questions to Ask About Your Website PAUL GILLIN | THURSDAY, MAY 13, 2010
- ‘The Truth about Leads’ Is Just That PAUL GILLIN | THURSDAY, FEBRUARY 2, 2012
- Organizing the Chaos of Social CRM PAUL GILLIN | TUESDAY, FEBRUARY 22, 2011
- An Intelligent Approach to Influence Measurement PAUL GILLIN | MONDAY, AUGUST 6, 2012
- Finding Balance in the Always-On World PAUL GILLIN | FRIDAY, MAY 4, 2012
- How Will Technology Affect Employment? PAUL GILLIN | MONDAY, OCTOBER 31, 2011
- The Appeal of B2B Social Networks PAUL GILLIN | WEDNESDAY, JUNE 9, 2010
- New Video Series Shows How Mobile Marketing Can Work for B2B PAUL GILLIN | THURSDAY, MAY 31, 2012
- 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
- Let Your People Speak! PAUL GILLIN | THURSDAY, FEBRUARY 24, 2011
- Great Events This Week PAUL GILLIN | MONDAY, MAY 31, 2010
- Did Coke Respond Effectively to Former Marketer’s Attack? PAUL GILLIN | MONDAY, JUNE 11, 2012
- David Ferrucci on Building the World’s Smartest Computer PAUL GILLIN | MONDAY, OCTOBER 31, 2011
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