Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

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.

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Social Marketing Hangover

Paul Gillin

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.

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Live Blog: 3M Unites Global Workforce With Technology

Paul Gillin

The group held live live webcasts and chats to explain the event and succeeded in getting 45 prototypes from across the U.S. Time to Market. Not all problems lend themselves to brief answers, though. 3M has also experimented with more ambitious projects involving live seminars, group brainstorms and even contests.

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Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

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. The message was clear: Using the lab was equivalent to goofing off. Needless to say, people stayed away.

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Seven Questions to Ask About Your Website

Paul Gillin

People usually call me for help setting up and optimizing their social marketing programs. These can be in the form of newsletter sign-ups, white paper downloads, requests for more information or invitations to view a webcast. If you’re interested in social marketing, start with the social part. Are your pages easy to share?

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15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

Instead of “Spot Market Pricing, New Services Fuel Amazon GovCloud Growth,” try “What You Need to Know about Amazon’s Government Strategy”. Don’t just copy and paste the promotion from a webcast. It’s not about you, it’s about them. Use words like “you” and “I” a lot. This is a discussion, not a billboard.

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How to Calculate Social Marketing ROI

Paul Gillin

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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