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. Blaming the Tools. Disillusionment is starting to set in.

Social Marketing 50

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

Paul Gillin

AUGUST 26, 2011

I was privileged to be on a panel with some outstanding social media practitioners from the insurance industry at the 2011 Social Media Conference for Financial Services put on by LOMA LIMRA this morning. His advice to social media marketers: “Think big. New York Life has carefully cultivated more than 100,000 likes on Facebook. “We

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 50

Paul Gillin

DECEMBER 18, 2012

Today, attacks take many different forms and involve many different tools, but the pattern is the same: People have learned that they can get better results from rallying friends and supporters to their cause than by going through established customer service or complaint channels. Goodbye to all that, and good riddance.

Paid Search Agency 50

Paid Search Agency Word of Mouth Amazon Viral Marketing 50

Paul Gillin

AUGUST 4, 2016

Last week I had the opportunity, for the second year in a row, to teach social media marketing to a group of former NFL players under a league program call The Trust, which helps former players set up and run their own businesses. Bernard Robertson (T – Bears) has a financial services business. The group of 12 was like a brotherhood.

Class 50

Class Work Management Marketing Management Press 50

Paul Gillin

JANUARY 2, 2015

Organic Facebook Marketing Is Dead; Think Customer Service Instead – Midsize Insider, Dec. This may finally be a wake-up call to marketers to share Facebook responsibility with customer service and to use Facebook as a listening post and customer-retention vehicle. FIR B2B #20: Indium’s Awesome Engineers.

B2B Thought Leadership 50

B2B Thought Leadership Cost per Lead Lead Gen Thought Leadership 50

Paul Gillin

JULY 25, 2013

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. A Quick Guide to Social Customer Service. The Human Connection In Customer Service. Slow Social Response Times Prove Annoying to Millennials. Open this article.

Case Studies 50

Case Studies Social Media Case Study Facebook 50

Paul Gillin

NOVEMBER 20, 2013

Social Rebate is a service that creates brand ambassadors by offering cash and rebates to people who share recommendations of products and services in their social networks. Boston-based BzzAgent is a word-of-mouth marketing agency whose customer list would turn any ad agency executive green. Related articles. and a BzzAgent).

Paid Search Agency 50

Paid Search Agency Brand Identity Branding Peer-to-peer 50

Paul Gillin

AUGUST 19, 2011

Customer service is number two. But you’d be surprised how forgiving people can be about customer service if the room is clean,&# he says. None is very appealing, but a customer-driven market doesn’t permit the luxury of spending your way out of trouble.

Marketing Management 50

Marketing Management Advertising Agencies Business Marketing Budget 50

Paul Gillin

AUGUST 30, 2013

How much does the market reward companies that deliver excellent customer experience? A survey of 2,000 adults last year found that 83% are willing to spend more on a product or service if they feel a personal connection to the company. Attack of the Customers B2B marketing Social Media social networks'

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50

Paul Gillin

JANUARY 16, 2014

Great companies go beyond just providing a product or service. About 90% of the content the company posts in social networks is intended to help customers succeed in small business marketing. offices were startups can set up shop for four months at no cost and get $10,000 to spend on marketing activities.

Small Business Marketing 50

Small Business Marketing Contacts Ideal Customer Profiles Word of Mouth 50

Paul Gillin

OCTOBER 11, 2012

For example, instead of saying, “This webinar on the benefits of platform as a service has particular relevance to business partners,” try “This webinar on the benefits of platform as a service looks interesting. URL shortening services like Bit.ly With that in mind, make sure your posts have a personal tone.

Linkedin 50

Linkedin Webinar Metrics Tips Webcast 50

Paul Gillin

MARCH 1, 2012

The Journal piece was mainly intended to dramatize how badly Google+ is performing in the market despite Google’s huge search footprint. A spokesman quoted in the story protests that Google+ is simply a social networking layer on top of other services. Here are some thoughts on what the numbers indicate and what they hide.

Social Networks 50

Social Networks Twitter API Facebook 50

Paul Gillin

FEBRUARY 7, 2011

The Groupon ads, which were intended to be parodies, used celebrities to stage mock public service announcements that ended in pitches for Groupon’s coupon service. Unlike those ads, no one walks away from our commercials taking the causes we highlighted less seriously.”. Andrew, you set a high-water mark for offensiveness.

Godaddy 50

Godaddy Public Relations Comparison Paid Search Agency 50

Paul Gillin

MARCH 13, 2012

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).

Work Management 50

Work Management Marketing Management Word of Mouth Mobile Marketing 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. Service had little to do with it. Can a sim fit in with your digital marketing plan?

Web 2.0 50

Web 2.0 Internet Marketing Mobile Marketing Marketing Proposals 50

Paul Gillin

JUNE 26, 2014

A new Gallup study appears to throw cold water on the whole concept of social media marketing, but I’d be careful about taking the findings at face value. More than Marketing. These services may not meet everyone’s definition of social media, but the function they perform is the same. Related articles.

Social Media 50

Social Media Media Peer-to-peer Social Networks 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

MAY 15, 2012

Not surprisingly, marketing topped the list. Study after study has documented that companies are doing a poor job of measuring the results of their social media marketing efforts and have made only weak attempts to integrate customer service data and so-called “social CRM” to create a holistic view of their customers.

Business 50

Business Leads Lead Marketing Qualified Leads 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.

Conference 50

Conference Education Order Organization 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. And they measure like crazy.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

APRIL 18, 2012

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. LinkedIn is a favorite of B2B marketers because its members go there mainly to discuss professional interests. Understanding Twitter.

Twitter 50

Twitter Linkedin Facebook Social Networks 50

Paul Gillin

APRIL 13, 2012

I suppose you’ll have to sign up for the service to find out, since “responding to queries quicker on Twitter” probably isn’t going to satisfy the CFO. 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.

Advertising Benchmark 50

Advertising Benchmark Opinions Social Media Twitter 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. And if you’re a CRM user, you’re almost certainly hearing about Social CRM, the hottest new craze in that 20-year-old field.

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

SEPTEMBER 8, 2010

The resulting changes in market dynamics, the authors argue persuasively, will disrupt business at every level. Some markets have already seen this shift occur. Most make little margin on new vehicle sales anymore and must take most of their profit from service. The only hope for marketing is to become a valued source of advice.

Rules 50

Rules Organization Work Management Peer-to-peer 50

Paul Gillin

APRIL 24, 2012

Deliver high-quality goods and services. Actively participate in effecting change by using social networks. Also according to Greenberg, companies that trust their customers: Listen to customer needs and feedback. Treat employees well. Place customers ahead of products. Makes sense, doesn’t it?

Peer-to-peer 50

Peer-to-peer Social Networks High Quality Lead Advertising Channels 50

Paul Gillin

APRIL 24, 2012

IBM started with that simple premise when it tackled the task of convincing its sales and marketing people to adopt a new way of doing business. Product and service innovation. In contrast, a social business approach has marketing organizations getting to know customers. Photo via NigelBeck.com.

Business 50

Business Work Management Customer Satisfaction Marketing Management 50

Paul Gillin

JANUARY 24, 2013

New Book Explores Recent Epidemic Of Online Customer Assaults on Businesses. ‘Attack of the Customers’ Helps Marketers and Business Owners Manage and Prevent Reputation Threats Carried on Blogs and Social Networks. Links and tweets are appreciated, but Amazon reviews will get you undying devotion. About The Authors.

Press 50

Press Peer-to-peer Amazon BtoB 50

Paul Gillin

JULY 29, 2010

Keyword filtering has all kinds of shortcoming and RSS feeds are little better than headline services. This company owns a portfolio of properties throughout the US and uses localized websites as both a marketing and customer service tool. Someone has to sift through all that source information to decide what to keep.

Curation 50

Curation Enterprise Management Web 2.0 Work Management 50

Paul Gillin

MARCH 10, 2011

For business pros in industries like communications, manufacturing, retailing, financial services and even construction, LinkedIn groups are becoming vertical social networks in their own right. LinkedIn has evolved far beyond its roots as a professional networking service. This is the ideal B2B environment.

Social Networks 50

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

Paul Gillin

FEBRUARY 24, 2011

Earlier this week I wrote an article for SocialMediaB2B.com that made the case that last week’s IBM Watson Jeopardy challenge, in which an IBM computer thrashed the two greatest Jeopardy champions of all time, was the greatest B2B marketing campaign ever. Some companies understand this.

Trade Show 50

Trade Show Youtube Statistics Social Media 50

Paul Gillin

FEBRUARY 7, 2011

CareOne Debt Relief Services contends with a business climate that few of us (thankfully) have to face: Its industry has a terrible reputation. CareOne’s approach is a good example of soft-sell marketing. That industry is debt relief, a field that many people associate with fast talking pitchmen on late-night infomercials.

Communities 50

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

Paul Gillin

MAY 31, 2010

We’re bringing together a lot of smart practitioners from the area who are putting social marketing to work in real business scenarios. Technology Leadership Council is hosting its second annual Social Media Summit. David Weinberger (right) kicks it all off as our keynote speaker. Sign up here.

Forrester 50

Forrester Social Media Tagging Communities 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. It’s one thing for someone to say he is an expert in direct marketing. Maskin refers to himself as “Mr. Activities are a validation point.

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

JANUARY 17, 2012

Time to Market. A private community of about 200 consumer-focused field sales reps and service engineers now post monthly blog-like summaries of field activity reports, customer wins and innovative marketing ideas. Presentations are recorded and posted as audio files, which participants can follow up in forums.

Wiki 50

Wiki Peer-to-peer Work Management Marketing Management 50

Paul Gillin

MAY 13, 2010

People usually call me for help setting up and optimizing their social marketing programs. Do some of your pages have generic titles such as “About” or “Services?” If you’re interested in social marketing, start with the social part. Tags: B-to-B marketing website. Clients are sometimes frustrated by this.

B to B 50

B to B Marketing Websites Work Management Webcast 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.,

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

AUGUST 29, 2012

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. During that time you’ve got a mix of the old and new product on the market.” That was the case with Pampers Dry Max.

Paid Search Agency 50

Paid Search Agency Advertising Agencies Facebook Customer Satisfaction 50