Paul Gillin

DECEMBER 27, 2011

Here are highlights from the fifth annual McKinsey study, “ How social technologies are extending the organization ” (registration required). However, the research also indicates that becoming a fully networked organization is difficult, and remaining fully networked may be even harder.

Validation 50

Validation Research Correlation Customer Satisfaction 50

Paul Gillin

JANUARY 2, 2015

10 Tips for Expanding Your Social Authority in 2015 – Midsize Insider, Jan. I go into detail on strategies to get more out of your existing social presences and where to experiment with new ones. Organic Facebook Marketing Is Dead; Think Customer Service Instead – Midsize Insider, Dec.

B2B Thought Leadership 50

B2B Thought Leadership Cost per Lead Lead Gen Thought Leadership 50

Paul Gillin

APRIL 18, 2012

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.

Twitter 50

Twitter Linkedin Facebook Social Networks 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. Buddy Media uses it to capture leads , as does e-mail marketing provider Infusionsoft. Sodexo is a master of using social media for recruitment. SAP plays inline videos.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

MARCH 1, 2012

This graphic, which appeared in The Wall Street Journal on Tuesday , says a whole lot about Facebook’s success and Google+ ‘s struggles, but it’s an incomplete picture of the true value of social networks. Here are some thoughts on what the numbers indicate and what they hide. It does that very well.

Social Networks 50

Social Networks Twitter API Facebook 50

Paul Gillin

FEBRUARY 14, 2012

That story popped into my mind last week as I was participating in a webcast with The Conference Board about internal social networks, their promise and the significant impediments that many organizations face to adopting them.

Enterprise Management 50

Enterprise Management Social Networks Webcast Paid Search Agency 50

Paul Gillin

DECEMBER 12, 2013

Social is the Future of Search (Profitecture Blog). 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. But my blog is still my home base. Photo credit: Scott Beale).

BtoB 50

BtoB Social Networks B2B Sales Network Marketing 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. Gallup asked 18,000 consumers about the influence of social media on their buying decisions. Sixty-two percent said social media has no influence at all.

Social Media 50

Social Media Media Peer-to-peer Social Networks 50

Paul Gillin

APRIL 24, 2012

Social business isn’t about tools and promises. 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. The challenge was to make social business a win for the people doing the selling. Photo via NigelBeck.com.

Business 50

Business Work Management Customer Satisfaction Marketing Management 50

Paul Gillin

JUNE 22, 2012

At the risk of beating a dead horse, here’s further evidence that IT organizations need to take a more active role in supporting social business. IBM just released a global survey of more than 360 marketing practitioners and one of the key findings is that marketers want to be better aligned with their IT organizations.

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Correlation Research Multi-Channel Paid Search Agency 50

Paul Gillin

NOVEMBER 20, 2013

The PR agency for a startup called Social Rebate has been asking bloggers to comment on the company’s somewhat novel approach to brand ambassadorship. 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.

Paid Search Agency 50

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

Paul Gillin

APRIL 24, 2012

Who are social customers? According to Paul Greenberg , they: Are savvy using social channels. Are social, mobile, local. Actively participate in effecting change by using social networks. Trust differently than they used to. Communicate with peers. Communicate with companies. Get what they want.

Peer-to-peer 50

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

Paul Gillin

JULY 19, 2013

Nora Ganim Barnes and her team at the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth continue to produce some of the most consistent, rigorous and comprehensive research on social media adoption by both small and large businesses. Nora Ganim Barnes, Ph.D.,

Social Media 50

Social Media Social Networks Statistics Facebook 50

Paul Gillin

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. And then I thought about what that says about the state of direct marketing today. Both turned out to be promotions for companies exhibiting at the conference. Dump the Junk.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 50

Paul Gillin

FEBRUARY 10, 2016

I hear these objections all the time when speaking to top executives about social media. The same applies to online interactions, and that’s why social networks can be so powerful for executives. It’s a lot of noise, and no one cares about what I’m reading.”. “I Sound familiar? Finding common ground puts everyone more at ease.

Social Media 50

Social Media Media Thought Leadership Advertising Mediums 50

Paul Gillin

JUNE 17, 2010

Here is a draft of the first chapter of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on drawing the major distinctions between business-to-business (B2B) and business-to-consumer (B2C) markets and where social marketing has particular value to B2B companies.

Enterprise Management 50

Enterprise Management B2B Marketing Rules B to B 50

Paul Gillin

MAY 13, 2016

Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. Some B2B marketers have gone that. This site launched nearly seven years ago as part of a bigger Adobe plan to evangelize digital marketing to a core audience. Here are three I think are worth emulating.

Marketing Management 50

Marketing Management B2B Thought Leadership Service Thought Leadership 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. Manage Social Content.

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Multi-Channel Top of Funnel Correlation Social Media 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

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.

Press 50

Press Peer-to-peer Amazon BtoB 50

Paul Gillin

JANUARY 16, 2012

Seeking accelerate its pole position as a leader in the emerging concept of “social business,” IBM introduced new programs, services and partnerships to help organizations grasp the concept and make it work for their organizations. The term “social business” has been gaining traction in the last year.

Work Management 50

Work Management Marketing Management Demand Generation Agencies Service 50

Paul Gillin

OCTOBER 11, 2012

LinkedIn is the only major social network that doesn’t permit brands to interact as members. Corporate speak doesn’t work in social channels because you communicate there as a person, not as an institution. Success in social channels is all about helping other people. Do you agree?”. Make it Personal.

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Linkedin Webinar Metrics Tips Webcast 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

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. Social networks are also sufficiently mature that good word-of-mouth can potentially replace traditional marketing. I certainly could use your help.

Paid Search Agency 50

Paid Search Agency Word of Mouth Amazon Viral Marketing 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. Does it set the stage for a deeper discussion of social communities? They are both the oldest form of social media and also the newest.

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

JUNE 4, 2010

Tech Leadership Council’s Social Media Summit. They’ve been cleaned up and expanded for clarity: The Web has always been social. That’s unsettling, because Facebook is to the social Web what Google is to the Web. The Web is rolling sets of instantaneous, always changing fragmented networks.

Web 2.0 50

Web 2.0 Wikipedia Transparency Advertising Mediums 50

Paul Gillin

OCTOBER 19, 2011

With Facebook presenting a tempting target of 800 million potential customers, small businesses are flocking to social network as a fast and easy way to generate business. One North Social customer that makes pretzels distributed 10,000 samples in less than 24 hours by sending them to people who liked its page.

Facebook 50

Facebook Tips Digital Asset Management Business 50

Paul Gillin

OCTOBER 3, 2013

At the time I reconnected with Ellis I was becoming fascinated by the changes in the publishing world driven by social media. New Channels gave me an opportunity to share what I was learning with more than 30,000 subscribers and perhaps to materially impact the way B2B companies were thinking about social media adoption.

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 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

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. They are both the oldest form of social media and also the newest. Communities are the convention centers of social media. Wiley & Sons: Online communities are a bit of a paradox.

Social Networks 50

Social Networks Work Management B2B Marketing Management 50

Paul Gillin

SEPTEMBER 8, 2010

I’ve been looking forward to reading The Hyper-Social Organization since I first heard François Gossieaux and Ed Moran discuss the findings of their “Tribalization of Business&# research at a conference two years ago. The popularity of social networks and collaborative projects like Wikipedia attests to these instincts.

Rules 50

Rules Organization Work Management Peer-to-peer 50

Paul Gillin

MAY 25, 2010

I was privileged to moderate the BtoB magazine Social Media Awards Breakfast in New York this week. There I got a chance to meet some remarkable people who took chances on social marketing before it was fashionable and won. Blogging isn’t just pushing out information, it’s responding to the interests of your market.”.

BtoB 50

BtoB B2B B to B Blogger 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 8, 2013

Top Internet And Marketing Blogs To Follow. Thanks to Mike Moran , HubSpot and McDougall Interactive for permitting me to steal from them. Search Essentials – What You MUST Know from Paul Gillin. Related articles. Mobilize Your SEO: Making the Most Out of the Mobile Search Opportunity. SearchCap: The Day In Search, March 6, 2013.

Video Marketing 50

Video Marketing Hubspot Mobile Marketing SEO 50

Paul Gillin

AUGUST 19, 2011

None is very appealing, but a customer-driven market doesn’t permit the luxury of spending your way out of trouble. Conversely, the owner of the Best Western Premier Marlemont can cut the advertising and direct mail budget because customers are doing a better job of promoting the hotel than any marketing could do.

Marketing Management 50

Marketing Management Advertising Agencies Business Marketing Budget 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

APRIL 10, 2013

Brill was a longtime product manager for IBM’s Social Business products, where he fought an uphill and often public battle against Microsoft. The fact that he did get away with it is one of the sub themes of Opting In , Brill’s new book about social product management. Social media is about more than business, he emphasizes.

Blogger 50

Blogger Opt-in Guidelines Social Media 50