Paul Gillin

FEBRUARY 22, 2011

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. Some of the topics we can address include: Building the Business Case for B2B Social Marketing. We look forward to hearing from you!

Sales Qualified Leads 50

Sales Qualified Leads Case Studies Conference Amazon 50

Paul Gillin

OCTOBER 10, 2012

I spent some time with comic video whiz Tim Washer (also @timwasher ) at B2B Forum last week, and he followed up with a few questions about how B2B companies are using online video as part of their content marketing programs. What companies have succeeded/failed at using videos for B2B marketing? Keep it brief.

Video Marketing 50

Video Marketing B2B Storytelling Youtube 50

Paul Gillin

APRIL 13, 2012

million so it can develop yet another secret metric that purports to measure online influence. Finance in the online media category. Publicity stunts like the leader board may attract VCs, but they won’t fool the corporate communicators who are supposedly the target market for this stuff. Great, so now what?

Advertising Benchmark 50

Advertising Benchmark Opinions Social Media Twitter 50

Paul Gillin

DECEMBER 12, 2013

And they’re killing it online at the moment. Marketing’s big miss (BtoB magazine). report reveals a startling disconnect between B2B companies and their customers that should give every marketer pause to reflect on his or her priorities. A new McKinsey & Co. Repackage (BtoB magazine). Both sides are correct.

BtoB 50

BtoB Social Networks B2B Sales Network Marketing 50

Paul Gillin

APRIL 18, 2012

Profiles are online identities that define members’ backgrounds and interests and reflect their activities and contributions to the community. Marketers can think of these communications as a Web 2.0 Good Facebook marketers provide a constant stream of information that provokes conversation and interaction among members.

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Twitter Linkedin Facebook Social Networks 50

Paul Gillin

FEBRUARY 6, 2011

In my 53 years on earth, I have never witnessed a more tasteless, vulgar and morally repulsive example of exploitative marketing than this Groupon ad that ran on the Super Bowl tonight. Can you imagine using the suffering of a repressed and brutalized nation to market online coupons? It’s mind-boggling.

Advertisements 50

Advertisements Advertising Opinions Paid Search Agency 50

Paul Gillin

MAY 27, 2010

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. Online communities are a bit of a paradox. Friends are an online version of their real-world equivalent. Maskin refers to himself as “Mr.

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

AUGUST 19, 2011

The impact of open, online customer feedback on his business “is huge,&# Wright says over his shoulder. The hotel’s policy is to contact online critics directly within 72 hours to address their complaints. Ratings on TripAdvisor and dozens of other evaluation sites have transformed the hospitality industry.

Marketing Management 50

Marketing Management Advertising Agencies Business Marketing Budget 50

Paul Gillin

JUNE 29, 2013

.” The Beast also notes that the gender gap is rapidly closing, particularly in developing markets. “Ultimately, 52% of professionals in emerging markets see an equal number of male and female corporate executives within the next 25 years,” compared to 36% of professionals in developed markets.

Social Media 50

Social Media Internet Marketing Facebook Class 50

Paul Gillin

JANUARY 17, 2012

The research & development organization has used IBM Connections to take a long-standing technical conference online. Time to Market. Online collaboration is also being used in non-technical functions. The group held live live webcasts and chats to explain the event and succeeded in getting 45 prototypes from across the U.S.

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Wiki Peer-to-peer Work Management Marketing Management 50

Paul Gillin

JUNE 5, 2012

Tomorrow I’m keynoting a local conference of educators, and my message is that they need to make some pretty fundamental changes in the way they do their work in order to meet the needs of today’s young people and tomorrow’s markets. So I thought the least I could do is to change the way I create my message.

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Paul Gillin

FEBRUARY 7, 2011

A busy online community has been a remarkably effective engine of growth. CareOne discovered that customers who engaged online were far more likely to seek professional help than cold-called candidates. “It’s CareOne’s approach is a good example of soft-sell marketing. Active members are promoted and applauded.

Communities 50

Communities Cost per Acquisition Peer-to-peer Work Management 50

Paul Gillin

JULY 29, 2011

The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. Awareness outlines five priorities that companies should define in becoming a best-in-class social marketer: Measure and Grow Social Reach.

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Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

NOVEMBER 16, 2011

A 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. It should be noted that the majority of respondents to the Constant Contact survey were customers, which means they are already marketing online.

Customer Surveys 50

Customer Surveys Peer-to-peer SMB Business 50

Paul Gillin

OCTOBER 3, 2013

If you want a top-notch business editor and writer who understands B2B markets, be sure to give John a call. I’ve helped judge its Social Media Awards for the last four years and also contributed to the annual Interactive Marketing Guide since 2010. He’s in Chicago and hopes to stay there. Related articles.

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 50

Paul Gillin

AUGUST 1, 2013

You don’t hear much about inverted pyramid anymore because length isn’t an issue online, but it’s a very reader-friendly way to present information to time-pressed people. The decline shows the job market continues to strengthen. B2B Content Marketing marketing Tips Big Data Executive summary Inverted pyramid'

Business 50

Business Content Paid Search Agency Analytics 50

Paul Gillin

JANUARY 25, 2012

Most small businesses are terrible at marketing in general and online marketing in particular. But with Facebook becoming the place you just have to be for businesses of all sizes, a little marketing know-how comes in handy. Field of Dreams’ was a horrible move for people who are learning about marketing,” Schmulen says.

Small Business Marketing 50

Small Business Marketing Facebook Tips A/B testing 50

Paul Gillin

OCTOBER 19, 2011

It’s the fastest way to find candy lovers online. From its provocative “like” message to its offbeat video to an online store that juxtaposes user comments with product shots, it provokes conversation at every turn. Davids can ride on the backs of Goliaths by targeting ads to fans of much bigger brands.

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Facebook Tips Digital Asset Management Business 50

Paul Gillin

FEBRUARY 10, 2016

The same applies to online interactions, and that’s why social networks can be so powerful for executives. That’s why the first few minutes of any meeting, even one with people we know very well, invariably consists of small talk about stuff that has nothing to do with business. Finding common ground puts everyone more at ease.

Social Media 50

Social Media Media Thought Leadership Advertising Mediums 50

Paul Gillin

JULY 15, 2011

The whole concept of enabling negativity to appear on your own website rubs a lot of marketers the wrong way, but I’d argue that it’s great for building integrity. After he posted the e-mail exchange online, some USA Today reporters dug up the fact that Facebook was behind the whisper campaign.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

OCTOBER 7, 2010

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. It seems only natural that online social interactions should be part of this profile. I encourage you to restrain your enthusiasm.

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CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

DECEMBER 1, 2010

Make Marketing a Service to Customers - I didn’t write down who said this, but the comment stuck with me long after the conference was over. The traditional role of marketing has been to create an image or deliver a message. Marketers need to ask themselves a new question: “How can I help?”. and Twitter.

Web 2.0 50

Web 2.0 Internet Marketing Mobile Marketing Marketing Proposals 50

Paul Gillin

AUGUST 29, 2012

This an excerpt from the opening chapter of Attack of the Customers: Why Critics Assault Brands Online and What You Can Do About It by Paul Gillin and Greg Gianforte. The practice is called slipstreaming, and it’s common in high-volume consumer packaged goods markets that manufacture products by the millions at facilities around the world.

Paid Search Agency 50

Paid Search Agency Advertising Agencies Facebook Customer Satisfaction 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. In fact, many of the most successful marketers aren’t that concerned with ROI at all. They include Indium Corp.,

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ROI Paid Content Social Marketing Webcast 50

Paul Gillin

JANUARY 24, 2013

Stand Out Social Marketing starts a little slow, but if you stick with it you’ll be rewarded with truly actionable insight that can help your whole company become more social. This new book comes from Mike Lewis, who is head of marketing at Awareness Networks, a personal friend and one of the nicest guys I know.

Social Marketing 50

Social Marketing Marketing Management Social Media Youtube 50

Paul Gillin

MARCH 22, 2016

Here’s a good example I that came over the transom from Blue Fountain Media , a design an online media firm. Big sports events are a great opportunity to show off your products and services, particularly if you can apply them to the combatants on the field.

Social Media 50

Social Media Media Social Marketing Click Rate 50

Paul Gillin

SEPTEMBER 6, 2011

It is “the emerging standard&# for measuring influence online, said Klout Marketing Manager Megan Berry in a podcast interview with Eric Schwartzman last month. Klout attempts to determine influence metrics by looking at a person’s online activities and the actions of others that result from them. Beyond Followers.

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PageRank Social Networks Wikipedia Ideal Customer Profiles 50

Paul Gillin

JUNE 9, 2010

Following is an excerpt from Social Marketing to the Business Customer , which is due to be published in January, 2011 by John B. Wiley & Sons: Online communities are a bit of a paradox. Those early online outposts looked little like the Facebooks and LinkedIns of today, though. Activity is also a validation point.

Social Networks 50

Social Networks Work Management B2B Marketing Management 50

Paul Gillin

AUGUST 6, 2012

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. This information can be imported into CRM and marketing automation packages, easing what is usually a laborious manual process.

Marketing Automation Services 50

Marketing Automation Services Salesforce.com Ideal Customer Profiles Social Networks 50

Paul Gillin

SEPTEMBER 15, 2011

I 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. Monitoring is a solid practice that can keep you in touch with the topics and brands people are discussing online. Our natural tendency is to apply this same metric to online conversations.

Analysis 50

Analysis PR Correlation Advertising Agencies 50

Paul Gillin

NOVEMBER 8, 2011

personally contacts every single customer who posts a complaint about his hotel on an online review site. 1 rating on TripAdvisor drives so much business that Snider slashed his marketing budget this year. If you think this trend is confined to consumer markets and small electronics, think again. Winnetu’s No.

Work Management 50

Work Management BtoB Marketing Management Vendors 50

Paul Gillin

DECEMBER 16, 2010

Ten years ago, almost no one had heard of Google, there was no online video and consumer ratings were unknown. Weak products will disappear quickly from the market, and advertising won’t be able to save them. This will change the way we make decisions, and that will change nearly everything else.

Social Media 50

Social Media Media RSS Verticals 50

Paul Gillin

JUNE 9, 2011

Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. is the going per-word rate for marketing-commissioned pieces these days. My advice: don’t bother. In the computer industry, which is what I know best, $1 to $1.50

BtoB 50

BtoB Burn Rate Blogger Sample 50

Paul Gillin

AUGUST 9, 2012

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 service is particularly popular with professional communicators, journalists, marketers, technology professionals and social media enthusiasts.

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50

Paul Gillin

FEBRUARY 27, 2013

A couple of the interviewees call for more civility online, which is something I think we can all support. Basically, stop throwing content against the wall and start making it more meaningful. Geoff Livingston’s comments on creating trusted content are particularly good. uenced by the…recent presidential campaign.

Social Media 50

Social Media Media Facebook Social Networks 50

Paul Gillin

JANUARY 12, 2011

This is a practical and useful book that every marketer who’s struggling with the new world of democratized publishing will find of value. Chapman and Handley start out with a list of terms that they would like to see banished from the marketing vocabulary, including “leverage,” “proactive,” ”solution,” “drill-down” and “drink the Kool-Aid.”

Rules 50

Rules Social Marketing Content Blogger 50

Paul Gillin

FEBRUARY 15, 2014

I recommended setting up multiple Twitter accounts for different functions like customer service and marketing. Hazardous to Your Social Media Health (free with minimal registration) contains advice from Spark and 56 other veteran practitioners about 50 online behaviors that used to be cool but aren’t any more.

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Social Networks Ideal Customer Profiles Blogger Social Media 50