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.

Paid Search Agency 50

Paid Search Agency Word of Mouth Amazon Viral Marketing 50

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. Do You Need A Social Media Specialist? The Futility Of Whisper Campaigns. Read more and comment on BtoBOnline.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

JANUARY 13, 2012

My philosophy of building a Twitter following has always been to provide interesting content about the Internet, digital media and publishing, with occasional excursions into my beloved Red Sox and New England Patriots. The only exception to the courtesy rule is when I’ve been treated poorly by a business or institution.

Twitter 50

Twitter Ad Building Tips Tagging 50

Paul Gillin

JUNE 22, 2012

Among the the top problems are measuring effectiveness, juggling data coming in from multiple sources and managing complex business rules. However, they’re mostly flying blind because analyzing results is a huge challenge. Eighty-five percent of marketers say they need an integrated suite to manage multi-channel communications.

Correlation 50

Correlation Research Multi-Channel Paid Search Agency 50

Paul Gillin

DECEMBER 9, 2011

Last week I posted a rant about the failure of CIOs to take a leadership role in their company’s social media strategies. The difference is that the IT organization manages by exception rather than by rule. “If Having played the scold, I also want to recognize the efforts of CIOs who get it.

Peer-to-peer 50

Peer-to-peer Ad Building Social Networks Lock-In 50

Paul Gillin

MAY 27, 2010

Spiceworks is a technology company that acts like a media company. It has also learned about the “1:9:90″ rule: the vast majority of its content is generated by about 1% of its members, with another 9% kicking in occasional additions. They are both the oldest form of social media and also the newest.

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

JANUARY 16, 2012

Don’t set rules about how open a community should be, Liew cautioned. Community organizers are allowed to set their own access controls. More than half of the communities restrict membership in some way, about 15% are completely open and 30% are moderated. People will choose the path that works for them.

Peer-to-peer 50

Peer-to-peer Wiki Enterprise Management Communities 50

Paul Gillin

APRIL 27, 2012

In a presentation to the SugarCRM SugarCon conference in San Francisco earlier this week, Gary Burnette, vice president of sales transformation at IBM, told how the implementation team at IBM succeeded in making social selling a coveted goal rather than another set of rules and reports. “We

Process 50

Process Word of Mouth Forecasting Lock-In 50

Paul Gillin

AUGUST 19, 2011

For Scott Wright and others like him, the rules have changed, but his industry isn’t alone. There are two things these brands all have in common: Neither has dominant market share and all are fanatically devoted to delivering delightful customer experiences. In the future, every successful brand will have to operate the same way.

Marketing Management 50

Marketing Management Advertising Agencies Business Marketing Budget 50

Paul Gillin

APRIL 10, 2013

Product managers are the ones who ultimately take the credit or blame for a product’s performance in the marketplace, and Brill sees social media as their ally at almost every level. Social media is about more than business, he emphasizes. Most of the tales in Opting In are more upbeat. Opening Up.

Blogger 50

Blogger Opt-in Guidelines Social Media 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

SEPTEMBER 6, 2011

The problem is that neither of these brilliant innovators plays by Klout’s rules. In the interview with Schwartzman, who is the co-author of my B2B social media marketing book , Megan Berry said the company has “a million and one&# improvements it wants to make. Yet Klout says I have more influence.

PageRank 50

PageRank Social Networks Wikipedia Ideal Customer Profiles 50

Paul Gillin

AUGUST 9, 2012

When seeking updates on a breaking news story, Twitter is often a much better source than the traditional media. People with large Twitter followings can quickly magnify a complaint with a single retweet, and the media has learned to use Twitter both as an amplifier and a leading indicator of developing news. Early-Warning System.

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50

Paul Gillin

NOVEMBER 8, 2011

Social media is vital to our business today,” said Micarl Hill, the Mansion’s managing director. This is going to change the rules of marketing. The endorsement has enabled the Mansion to hold its premium prices and cut its acquisition costs. 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 chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. These numbers are impressive, but in our experience, they’re more the exception than the rule. Market share research; awareness research; media citations; analyst research. They include Indium Corp., Reputation. Leadership.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

JANUARY 12, 2011

By that metric, pages 157-168 of Content Rules are worth the cover price alone. Pages 157-168 lay out 25 rules for successful webinars. Content Rules doesn’t pretend to be a visionary treatise on the future of social media. Content Rules isn’t a book for corporate strategists or CEOs. Why didn’t I think of those?

Rules 50

Rules Social Marketing Content Blogger 50

Paul Gillin

FEBRUARY 16, 2012

I attended a nearby Social Media Breakfast on the subject of content marketing, featuring several respected speakers. Follow #SMB26 for “New Rules of Content Marketing” right now w @cc_chapman @jchernov @BrianBab21 @RachelJOConnell @RobertCollins. My entire tweet stream, in chronological order, is below. That was easy.

Marketing Proposals 50

Marketing Proposals Storytelling Advertising Mediums Tagging 50