Paul Gillin

JULY 15, 2011

PR practitioners who undertake influencer relations programs often discover an odd disconnect between them and traditional media relations: Bloggers don’t operate by the same rules as reporters. The recent example of this disparity ended up embarrassing a prominent PR firm , and I analyzed the story in BtoB magazine.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

JANUARY 6, 2011

I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning. I responded that no slight was intended.

Social Marketing 50

Social Marketing Marketing Analytics Tools Peer-to-peer Paid Search Agency 50

Paul Gillin

DECEMBER 18, 2012

One of the things that has always captivated me about social media is the power it gives to individuals to greatly amplify their voice. With YouTube views averaging about 25,000 per day, her story caught the eye of mainstream media, which is usually the turning point at which things happen. Farming Out Customer Care.

Paid Search Agency 50

Paid Search Agency Word of Mouth Amazon Viral Marketing 50

Paul Gillin

OCTOBER 5, 2011

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. 10 Things Direct Marketers Can Do to Take Advantage of Social Media. With the exception of Gizmo, all the companies have something to sell.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 50

Paul Gillin

AUGUST 4, 2011

This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing. 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.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

MARCH 10, 2011

It’s not surprising that in research conducted by B2B magazine last spring, marketers picked LinkedIn as their social network of choice by a substantial margin over Facebook. Stephanie Sammons posted some great tips on Social Media Examiner early this year about how to make the most of LinkedIn groups.

Social Networks 50

Social Networks Enterprise Management Peer-to-peer Work Management 50

Paul Gillin

AUGUST 29, 2012

The product had been heralded as a breakthrough by Good Housekeeping magazine and had already received several awards. The Dry Max crisis came at a time when P&G was engineering a companywide shift toward customer engagement through social media. Staffers were convinced of Dry Max’s superiority.

Paid Search Agency 50

Paid Search Agency Advertising Agencies Facebook Customer Satisfaction 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. As I’ve pointed out here as well as in BtoB magazine , the social media space is getting mighty crowded. 27 of the PDF).

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

NOVEMBER 28, 2011

In its formative years, social media has been largely relegated to marketing departments under the assumption that it’s just another form of communications. BtoB magazine asked 375 marketers last year who was primarily responsible for social media within their companies. Playing pays off.

Lead Ranking 50

Lead Ranking BtoB Business Enterprise Management 50

Paul Gillin

DECEMBER 30, 2013

Profitecture is a small start up that provides social media training to B2B companies and their channel partners, and I’m happy to be a founding associate. Much of my recent work has appeared on the Profitecture blog.

Blogger 50

Blogger BtoB Paid Search Agency Companies 50

Paul Gillin

NOVEMBER 8, 2011

My column in BtoB magazine this month. Social media is vital to our business today,” said Micarl Hill, the Mansion’s managing director. Original here. The manager of the Mansion on Peachtree hotel in Atlanta has it pretty good these days. It’s also got the staff hopping to maintain the coveted top position.

Work Management 50

Work Management BtoB Marketing Management Vendors 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. Market share research; awareness research; media citations; analyst research. Defining ROI. Reputation.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

JUNE 9, 2011

I’ve been writing for BtoB magazine for nearly six years, some of it paid and some not. Like many media organizations, they pay less than any of my commercial clients, but I always put BtoB at the front of my priority list. Most would rather work for a handful of reliable clients then constantly bid for the highest dollar.

BtoB 50

BtoB Burn Rate Blogger Sample 50