Paul Gillin

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The Trouble with Klout

Paul Gillin

Schwartzman has 44 recommendations on LinkedIn, while Berry has three. influence Social Media Clay Shirky Eric Schwartzman Klout linkedin Marc Andreessen Megan Berry TwitterEstimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The more I look at it, the less I like it. Beyond Followers.

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

Outside of prospecting with LinkedIn, few sales pros are willing to make the investment of time to learn and use tools that promise a payoff months or years down the road. Set measurable goals like the number of Twitter followers, number of LinkedIn connections of number of contributions to the corporate blog, then put rewards in place. think they’re worth sharing.

Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

“I don’t have time to build my LinkedIn profile. Their concerns are motivated by a basic misunderstanding of how people use tools like LinkedIn and Twitter. Because of LinkedIn’s exceptional search performance, a search on nearly any executive’s name is likely to turn up a LinkedIn profile within the top three results. Why would I want to be on Twitter? Sound familiar?

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. The best way to provoke discussion on LinkedIn is to ask questions. LinkedIn is the only major social network that doesn’t permit brands to interact as members. LinkedIn gives you 120 characters for a headline, which is pretty generous. There Are Three Parts Of Any LinkedIn Post. The language we use on Twitter doesn’t fit well in the more generous confines of a LinkedIn or Facebook post. Here are 15 of my favorite tips.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Organic Paid 1 2 3 4 5 6 7 FACEBOOK INSTAGRAM PINTEREST SNAPCHAT EMAIL EMAIL FACEBOOK TWITTER LINKEDIN OUTBRAIN/PINTEREST INSTAGRAM TABOOLA PAID AND ORGANIC CONTENT. In a bit of an upset, Twitter conquered LinkedIn in. analysis, LinkedIn is a more worthwhile channel for. Twitter’s average CPC hovers around. $1, while LinkedIn is a more premium service, offering. little.

How to Promote an Event with Social Media

Paul Gillin

Use a unique tracking code with each promotion and make sure to use a different code for Facebook, Twitter, LinkedIn and e-mail. Post a description and link in relevant groups on LinkedIn. Promote a newsletter sign-up page on Twitter, Facebook and LinkedIn. Events of all sizes. Set up a unique landing page for each event. Send visitors to a different landing page to register.

The Other Social Network

Paul Gillin

Have you checked out LinkedIn lately? LinkedIn is set to eclipse the 100 million member mark sometime this spring, and it is quickly becoming the social network of choice for B2B professionals. LinkedIn gets none of the buzz of Facebook, and no one’s going to make a movie about it. LinkedIn has evolved far beyond its roots as a professional networking service.

How Much Should You Pay For Content?

Paul Gillin

There are several large groups of freelancers on LinkedIn, including The Freelance Writers Connection with 5,600 members. Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother. What’s that going to cost you? Like most things in life, it depends. Media Dividend.

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What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. Facebook is fun, LinkedIn is business, Twitter is rapid-fire news. 4. B2B marketing Social Media Tips Chicago Mercantile Exchange CME Group constant contact Facebook linkedin Social network Twitter A journalist contacted me with some questions about social media marketing that I hear quite often. thought I’d share my responses here. These These thoughts are particularly directed at B2B marketers. Have metrics in place to measure results. Don’t be silent.

Content Methodology: A Best Practices Report

Twitter, Facebook, Snapchat, LinkedIn, etc.) • Combination of link. Outbrain, Facebook, LinkedIn, etc.) • Paid promotion of. industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, LinkedIn, Cisco, ad and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. Definition II.

How to Run a Great Dinner Meeting

Paul Gillin

I had the pleasure of being invited to a dinner last night with some local technology luminaries and guest of honor Reid Hoffman , the co-founder of LinkedIn and already a Silicon Valley legend at the age of 44. The meeting was hosted by Larry Weber , a local PR legend and founder of the company that became Weber Shandwick. Get a round table. Round tables avoid this. Know when to end.

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B2B Blogging Gets Publishing Discipline

Paul Gillin

All were using Twitter and LinkedIn to amplify their messages and some had negotiated syndication deals through vertical websites devoted to their industry. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. 27 of the PDF). It’s clear to me that the best B2B companies are taking their blogging to the next level.

How to Calculate Social Marketing ROI

Paul Gillin

This same approach may also be applied to finding the value of Facebook fans, LinkedIn connections, SlideShare followers and the like. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. My biggest concern is that these ideas are overly simplistic. Please ignore the typos and grammar flaws that invariably appear at this stage.

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Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

advertising B2B Facebook influence innovation LinkedIn marketing Social Media Anita Campbell ann handley Gaurav Mishra Geoff Livingston Lee Hopkins Lee Odden Michael Brito Philip Sheldrake Ray Wang Rohit Bhargava Shel Israel Toby Bloomberg Valeria MaltoniI 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. have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge. agree completely. The more I use G+, the more I like it.

Evangelizing a Content Marketing Program

than ever—from recommendation widgets like Out- brain and Taboola to hyper-targeting on Facebook, LinkedIn, and Twitter to emerging experimental options. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Marriott, then 76.

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

Paul Gillin

In a survey of marketers conducted by BtoB magazine last year , Facebook was ranked last in usefulness among the top five social networks, trailing blogs, LinkedIn, YouTube and Twitter, in that order. LinkedIn is all about efficiency, but Facebook is about generating discussion, even if it’s around trivial things. Let’s look at some examples of what they do well. Respond.

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Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

The site is organized in “chapters&# by platform – Facebook, LinkedIn, Ratings and Reviews, QR codes and the like – and presents really useful tutorials in a step-by-step format, many including video. A couple of notable B2B efforts have caught my eye recently that I wanted to share. This is a commerce play, incidentally. It respects its audience.

IBMer: ‘Social Selling’ Is a Sales Process in Itself

Paul Gillin

The program began with the assumption that nearly every salesperson was already familiar with the value provided by Facebook and LinkedIn in their personal lives. Familiarity Breeds Intent. The tools made it easy to find information and expertise by consulting friends. Those same capabilities could be useful as a formal part of the business process. Critical Success Factors.

Bulldog Reporter’s Faux Pas Shows Why Not to Take Research at Face Value

Paul Gillin

Her LinkedIn profile  says she’s in the Russian Federation, which isn’t surprising given that DeskAlerts’ website says that’s where its development is done. What’s more, 12% of American companies plan to hire a full-time blogger in 2014.” ” Holy cow! Blogging is one of the oldest forms of social media and is not generally considered a high-growth field.

Definitive Guide to Planning a New Content Initiative

LinkedIn post is enough to make daily deposits in your audience’s “trust bank”. THE DEFINITIVE GUIDE 1 THE DEFINITIVE GUIDE 2 Introduction For the last decade, DivvyHQ’s founders have been helping the world’s leading marketers. to plan and produce effective content for their respective companies. In that time, we’ve. content initiative planned, launched and firing on all cylinders. target.

ComScore Data Illustrates But Also Obfuscates

Paul Gillin

The low numbers for LinkedIn and Twitter look surprising, particularly when compared to Facebook, Pinterest and Tumblr , but keep in mind that Twitter and LinkedIn are professional networks that are optimized for efficiency. Many LinkedIn members choose to receive messages as e-mails and only visit the site when necessary. It does that very well. Give credit to Facebook.

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Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

Facebook was identified as the most effective tool by a comfortable margin, but Twitter, LinkedIn and video sharing are all creeping up. 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″

Great Free E-book on How to Get the Most From LinkedIn

Paul Gillin

I love LinkedIn. LinkedIn does a great job of maximizing the value of all the data it collects so that you can sift through the status updates, discussions and events and find ways to connect with the people you need to reach. Alan Belniak of PTC has just posted a free e-book about how to get the most from LinkedIn. Getting The Most out of LinkedIn from Alan Belniak. B2B LinkedInIt may not be as fun as Facebook, but it has so much utility, particularly for B2B professionals. picked up a bunch of tips from it, and I teach seminars on this topic!

CareOne Cashes In On Community

Paul Gillin

Customer communities aren’t for everyone, and in the age of Facebook and LinkedIn, you actually need a compelling reason to start your own. CareOne Debt Relief Services contends with a business climate that few of us (thankfully) have to face: Its industry has a terrible reputation. busy online community has been a remarkably effective engine of growth. She would do no such thing.

Content Marketing Playbook: Strategy and Roadmap

stalwarts like Facebook, Twitter, and LinkedIn to emerg- ing platforms such as Instagram, Pinterest, and Tumblr. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. years prior.

Small Firms Again Trump Enterprises in Social Media Use, UMass Study Reveals

Paul Gillin

500 use at least one of the tools studied, which include blogs, Facebook, LinkedIn, YouTube, Pinterest and Foursquare. Also notable is the surge of interest in LinkedIn, which is being used by 81% of companies compared to 67% for Facebook and Twitter. blogging corporate Corporate Blog Facebook LinkedIn marketing Research Social Media social networks Fortune 500 Inc.

LinkedIn Headline Tip: Stick to the Facts, Avoid Superlatives

Paul Gillin

” She attached a screen grab of a LinkedIn member who described himself as a “Remarkably Brilliant IT Professional.” LinkedIn Tips linkedin A student in one recent Profitecture class sent me an interesting question, so I thought I post the answer here. “How do you find the balance between marketing yourself and sounding full of yourself?” ” she asked. “I think there is a thin line.” The best advice I can give is never to use superlatives when talking about yourself. think that’s a fair characterization.

Social CRM: Curb Your Enthusiasm

Paul Gillin

For example, I have 725 friends on Facebook, nearly 1,000 connections on LinkedIn, and almost 7,500 Twitter followers. 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. What’s more, it would be pointless. anything.

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The Wisdom of ‘We’

Paul Gillin

Facebook and LinkedIn already make polling easy, and Quora is awash with questions about recommended vendors. My column in BtoB magazine this month. Original here. The manager of the Mansion on Peachtree hotel in Atlanta has it pretty good these days. The Mansion is the top-rated hotel in the city on TripAdvisor.com, with 163 reviews, nearly all of them five stars. The endorsement has enabled the Mansion to hold its premium prices and cut its acquisition costs. It’s also got the staff hopping to maintain the coveted top position. But it also keeps us on our toes.

BtoB 20

Staffing and Launching Your Content Marketing Program

on each of our primary distribution channels (email, Facebook, Twitter, LinkedIn, and Google+). ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. 200,000 readers.

The Power of B2B Communities

Paul Gillin

Those early outposts looked little like the Facebooks and LinkedIns of today, though. The most prolific contributor to LinkedIn’s “Answers&# forum is Dave Maskin , a New York-based event marketing specialist who has answered an incredible 25,000 questions. 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? Is it appropriate to a B2B setting?

Direct Marketing Doesn’t Have to Suck

Paul Gillin

With 9,400 Twitter followers, 1,200 LinkedIn connections and regular columns in BtoB magazine and The CMO Site , I can extend their reach at very little cost to them. In the weeks leading up to the Direct Marketing Association annual conference in Boston this week, exhibitors were out strutting their best stuff. Both turned out to be promotions for companies exhibiting at the conference.

Recent Writings: Negativity, Social Gaffes and Farewell to Case Studies

Paul Gillin

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. I haven’t had a chance to blog here lately because most of my writing is been on assignment for other publishers. Here’s a sampling of what I’ve been talking about.

An Intelligent Approach to Influence Measurement

Paul Gillin

About the only major source Gnip doesn’t have is LinkedIn, which keeps its profile information close to the vest. 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. Victory will go to the swiftest.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. Look for.

Recent Posts: Expanding Social Authority and Enlivening Boring Predictions

Paul Gillin

20 Ways to Enliven Those Boring Year-End Predictions – LinkedIn, Dec. 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. It comes down to basic blocking and tackling, and making sharing part of your daily routine. 22, 2014. 15, 2014. 16, 2014.

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