| | | Paul Gillin | |  Sample | 8 articles |
| Page 1 of 1 | Previous | Next | PAUL GILLIN JANUARY 20, 2011  How B2B and B2C Marketing Are Different Download a sample chapter. My fourth book, Social Marketing to the Business Customer , came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. The response is usually something like, “Well, you can do this, too.&# Read it! | PAUL GILLIN AUGUST 26, 2011  Social Marketing Wisdom from the Insurance Industry – Really sampling of what New York Life has done: Partnered with the NFL on a “ protection index ” of pro football teams; Created the New York Life Game of Life in partnership with Hasbro. 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. With 1.3 | | | | | |
| PAUL GILLIN OCTOBER 19, 2011  Facebook Tips for Midsize Businesses Use Facebook for sampling. Conventional wisdom holds that product samples need to be distributed on the street or unsolicited to the mail. 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. People who have opted in for a sample are more likely to be buyers than passersby in a supermarket. | PAUL GILLIN JUNE 9, 2011  How Much Should You Pay For Content? Be sure to ask any prospective writer for samples of his or her work in your field of expertise. Published samples won’t do you any good. Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother. What’s that going to cost you? Media Dividend. per word. | PAUL GILLIN JANUARY 17, 2012  Live Blog: 3M Unites Global Workforce With Technology sampling: “I need information on 3M Japan products (name withheld) and what are the Eurpean substitutes?”. When it comes to innovation, everyone wants to know what the leaders are doing, and you won’t find many firms with a better innovation track record than Minnesota Mining & Manufacturing (3M). At The tool is enabling point questions to be answered quickly. Time to Market. | PAUL GILLIN MARCH 9, 2012  Transforming P&G Success can be a curse, though, and the maker of Crest, Tide and about 25 other billion-dollar brands has struggled to wean itself from a traditional focus on coupons and samples in favor of a culture of engagement. When Stan Joosten first contacted me about joining Procter & Gamble’s Digital Advisory Board, I initially hesitated. said what the heck. New Measures of Success. | | | | | | | |
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PAUL GILLIN | FRIDAY, JULY 15, 2011  Recent Writings: Negativity, Social Gaffes and Farewell to Case Studies
Here’s a sampling of what I’ve been talking about. I haven’t had a chance to blog here lately because most of my writing is been on assignment for other publishers. Love Your Critics. The CMO Site likes to stir things up, so my posts there tend to be on the controversial side. In Why Brands Should Love Public Complaints , I make the case that your critics can be your strongest allies. Because a little negativity reinforces the validity of the positive comments you publish. The right approach is not to deny that you have unhappy customers; everyone’s got a few. MORE >> -
PAUL GILLIN | MONDAY, OCTOBER 31, 2011  David Ferrucci on Building the World’s Smartest Computer
In a random sample of 20,000 past Jeopardy questions we found 2,500 distinct types. Live blogging Dr. David Ferrucci’s address to the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. Ferrucci was director of the IBM Watson project. Ferrucci tells a story about his daughter’s quote: “Interesting things are boring.” Because that was her frame of reference. Interesting things involve a lot of complexity that makes them boring (to people who aren’t explicitly interested in them). Meaning is ultimately subjective and we are the subjects. MORE >>
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