Paul Gillin

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Gems from Godin

Paul Gillin

The great new ideas come from people working at the extreme outer edges, not the normal middle. Mass won’t work any more. Seth Godin keynoted the #Inbound13 conference in Boston this morning, serving up his usual bounty of great quotes. Godin’s overarching point: We are moving from the age of mass to the age of connection. Quotes are more or less word-for-word.

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Bidding Fond Farewell to BtoB Magazine

Paul Gillin

have worked with BtoB for nearly seven years, publishing about 120 columns and articles during that time. The staff has always been a joy to work with, and BtoB has played a critical role in my own education about the transformation of media. Ellis had worked for me at Computerworld years before and our mutual geekiness had cemented a friendship. Related articles.

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Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

People want to work for people they like and admire, so creating a LinkedIn profile that showcases both your accomplishments and personality presence enhances your ability to reach people who are a good fit for your culture. “I don’t have time to build my LinkedIn profile. already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter? Sound familiar?

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

Ask for a blog entry on what they like best about sales, why they came to work for your company or 10 reasons to love the local football team. One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. think they’re worth sharing. Information is competitive advantage in sales. Lemons into Lemonade.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

This Brand Ambassador Program Goes Against the Grain

Paul Gillin

Founder Dave Balter  (right) has worked on hundreds of brand ambassador program since 2001. Human beings just don’t work that way. 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. have some strong feelings about this topic, so I’ll oblige. Not really.

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Stop Talking! I’m Trying to Listen!

Paul Gillin

He also tweaks the practice of content curation if it’s done simply to build one’s social profile on the back of others’ work. Three years ago I routinely advised clients to spread their content around liberally through multiple channels as a way to reach the largest possible audience. Today I would recommend none of those things. Shhhhhh! Beyond Social Media.

How to Promote an Event with Social Media

Paul Gillin

We’ll look first at tactics the can work for any event, then I’ll propose a few ideas for large conferences covering multiple days and many speakers. If you’re trying to attract an international audience, don’t forget to schedule some promos to go out during the local work day in those areas. Tell me what works for you and for conferences you’ve attended.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

” Its work certainly bears out that goal. Earnest is a U.K.-based based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” Earnest’s B2B campaigns have a lot of B2C energy inside them. Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. Here’s its latest collection of recent trends and statistics:  This is the year that was in B2B Marketing crunched. B2B Content Marketing Research Social Media

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B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Security Tips for Social Netizens

Paul Gillin

This free download is worth sharing with the people you work with, and any IT organization should make it required reading for users. I’ll admit that I was taken in the first time I got a tweet like this: “You gotta see this! How can you not stop to help out a friend who’s marooned in an overseas village somewhere after his wallet and passport were stolen?

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Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

In my work with B2B organizations, the question of how to use Facebook is invariably front and center. Contests and giveaways work well on Facebook. Here’s how it works. As a result, most of the wall comments come from people who want to work for UPS. The style that works best is relaxed, informal and a little edgy. SAP plays inline videos. million likes*.

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Five Tips to Make Your Writing Sparkle

Paul Gillin

Brill did a little extra work to make his point a lot more powerful. Now that we’re all publishers, writing has become a core skill for marketers. love good writing, and whenever I get the chance to teach it, I share these five tricks I’ve learned to make anyone’s writing better. 1. Write in Pictures. It’s the single best piece of writing advice I’ve ever had.

Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

About 15 years ago the CEO of the company where I worked decided that it was important that employees should learn to use the technology they were writing about. Unfortunately, social networks challenge entrenched political boundaries and threaten the managers whose support is needed to make them work. There was even a NeXT machine. None of the executives used the lab themselves.

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How Much Should You Pay For Content?

Paul Gillin

The rapid decline of mainstream media (more than 45,000 journalists have been laid off in the last five years in the US) has put a lot of good communicators out of work, and many can be had today for pennies on the dollar compared to what they made a few years ago. And I’ll bet he was happy to have the work. Freelancers treasure steady work more than high pay. Media Dividend.

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B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

The Other Social Network

Paul Gillin

They’re organized by the people who work there. LinkedIn shows you who works at the company and whether you have direct or indirect ways of contacting them. Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. This is the ideal B2B environment. Find People.

Tips for Building a Quality Twitter Following

Paul Gillin

It’s worked for me so far. I breached the 10,000-follower mark on Twitter yesterday. marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it. have never played games to run up my follower count and I only tweet about stuff that interests me. The people who follow me have no incentive to do so other than to discover and learn from information I share. The Road to 10K.

My New Book, ‘Attack of the Customers,’ is now available

Paul Gillin

Several of the case studies in New Influencers  involved customer attacks in the days when blogs were about all people had to work with. Today, We used Amazon CreateSpace and hired professional design and copy editing resources, but much of the work between the covers was done with Microsoft Word. Eleven months later,  Attack of the Customers  on sale on Amazon !

How B2B and B2C Marketing Are Different

Paul Gillin

Co-author Eric Schwartzman and I wrote the book because we felt that B2B marketers were getting inadequate advice about how to apply social media constructs to their work. The fact is that much of what works in consumer markets would fail in B2B interactions. My fourth book, Social Marketing to the Business Customer ,  came out this week. Download a sample chapter. Group consensus.

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15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

Corporate speak doesn’t work in social channels because you communicate there as a person, not as an institution. You have 15 minutes to edit anything you post in a group, so check your work to make sure your description isn’t a carbon copy of the item to which you link. The member goes on to ask why sales people continue to use spamming tactics that don’t work and give the whole profession a bad name. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips.

IDC Sees Massive Disruption From Industry’s Platform Shift

Paul Gillin

In order to attract the thousands of new customers they’dd need to recruit each day, vendors will have to become experts at cultivating communities and working with partners and even competitors. It may be, but Redmond has a lot of work today, Gens said. Frank Gens (photo by Jeff Ballard via Twitter @jballard). You’ll need millions of customers in order to compete.”.

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

The average click through rate is 0.1%, banners don’t work anymore and people are much more likely to trust peer to peer recommendations than traditional advertising.” – Joe Fields. “No longer will marketers schedule an email campaign for Wednesday morning at 10 AM. love this content concept, and it’s an idea more B2B marketers could adopt. Download a free copy and find your own favorites.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

“This is the destination for all your work actions.” Bayer now has 54,000 profile tags in Connections, and the rapid and always-current directories is transforming the way people work together. Data and social tools will be embedded in daily work. “That is the greatest reward of my work.” Michael J. “I found out I was part of a community.”

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Social Marketing Hangover

Paul Gillin

There’s a period of exuberance, followed by the cold reality that the new tool won’t shorten the work week or lead to permanent weight loss. However, marketing usually carries the ball and turf wars prevent them from working cooperatively with other groups. responded that no slight was intended. Blaming the Tools. Disillusionment is starting to set in. Lack of patience.

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Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

Contests, polls and games work particularly well there. LinkedIn’s roots are in networking for job-seekers, but the service’s active professional discussion groups and useful Answers section have become favorite places for people to gather and share information about their work. 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. Perhaps you’ll find these basic explanations useful in some context. Facebook & LinkedIn.

IBM’s Beck: Social Business is About Enablement, Not Control

Paul Gillin

It’s basically using social stuff to do work stuff,” he said. A key value of social networks to our daily lives is that they make it easier to find people who can help us get answers and save time, so why not apply those same goals to sales? Social business isn’t about tools and promises. Photo via NigelBeck.com. Product and service innovation. The tools help build trusted relationships.”.

IBMer: ‘Social Selling’ Is a Sales Process in Itself

Paul Gillin

It’s no secret that the factors that motivate salespeople to change the way they work have to be pretty simple: Help them spend more time selling and less time scrounging for information and telling managers what they’re doing. Familiarity Breeds Intent. The tools made it easy to find information and expertise by consulting friends. Critical Success Factors.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

CME Group works in a highly regulated industry, but that has not dampened its enthusiasm for experimentation with these new media. A journalist contacted me with some questions about social media marketing that I hear quite often. thought I’d share my responses here. These These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should  do, and explain why they’re important. 1. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. Don’t lead with a sales pitch.

What You Probably Didn’t Know About Editors

Paul Gillin

also love my occasional roles as speaker, prognosticator and thought leader, but there’s something uniquely satisfying about taking someone else’s work and making it better. What’s missing are the editors in the middle, the city editors,  the people who shape individual stories and work with writers to turn ideas into content that people want to consume. And that made me happy. Wrong.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

As businesses spread their wings across increasing numbers of social communities, they need to get a better handle on what’s working and what isn’t. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. Examples include comments, retweets, shares and subscriptions. Practice SEO.

Unfair Rap on Gates

Paul Gillin

If you read the rest of the Wired story, you see that Gates has his fingers on the pulse of some huge humanitarian issues, and the Gates Foundation  is doing some of the world’s best work to address the problems of the desperately poor. I now believe that the Gates Foundation – not Microsoft – has been Bill Gates’ life goal for a very long time. Related articles.

Live Blog: How to Make Collaboration Cook

Paul Gillin

Projects and working teams are formed by the organization for the organization and typically have a project management component. People will choose the path that works for them. Organizations should also be prepared for a certain amount of non-work-related conversation. The start with knowing what you want to accomplish. Don’t talk platforms to the users, Liew cautioned.

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How Twitter Amplifies a Customer Attack

Paul Gillin

We’ve all heard that a million monkeys banging on a million typewriters will eventually reproduce the entire works of Shakespeare. If the satirist is working within Twitter’s guidelines, you have to take a more conventional crisis management approach. The following is an excerpt for the forthcoming book, Attack of the Customers: Why Critics Assault Brands Online and How to Avoid Becoming a Victim , by Paul Gillin and Greg Gianforte. The target publication date is late 2012. I’ll be posting a few excerpts here during the next few months and would appreciate your comments.

Best Gifts for Geeks: The Spiceworks List

Paul Gillin

As part of my work with IBM Midsize Business , I monitor and contribute to an active IT community called Spiceworks. This collection of hard-core geeks (1.8 million as of this writing) loves to get down and dirty about the day-to-day issues of managing infrastructure at small and midsize businesses, but they also like to have fun. There’s a curious fascination with bacon. Superheroes.

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Sensible Talk About Social Media Measurement

Paul Gillin

For the past five years I have worked with her closely as a member of the Society for New Communications Research , which awarded her its “Fellow of the Year” distinction in November. I am also quoted on the back cover of the book, although I did not get a chance to read the full volume until recently. If that means counting mentions of a brand in newspaper headlines, so be it.

How to Calculate Social Marketing ROI

Paul Gillin

They do assume that a company has a rich set of historical data to work with, which is often not the case. Most of these early adopters work for companies with adaptive, change-oriented management. ROI is typically the number one or two most cited concern we hear from the people who work for these companies. The best way to select relevant metrics is to work backwards.

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Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

Furthermore, a significantly larger percentage agreed with the statement that social media marketing is “easy to use,” “doesn’t take up too much time,” and “works with my customers” than did so in the spring. Facebook was identified as the most effective tool by a comfortable margin, but Twitter, LinkedIn and video sharing are all creeping up.

Gordon Gekko is So Last Century

Paul Gillin

Social networks are transforming the way we work (whether the IT organization blocks them or not). Fifty-nine percent of satisfied professionals say that their organizations allow them to participate in online groups and/or chat rooms as part of their work compared to 40% of dissatisfied professionals. and the U.S. Further evidence that Gordon Gekko is a historical relic.

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Thrilled to be Mentioned in the Company of These Phenomenal B2B Bloggers

Paul Gillin

Much of my recent work has appeared on the Profitecture blog. DNN (formerly DotNetNuke) has posted a listing infographic of the Top 10 Blogs Every B2B Marketer Should Read. I was stunned and thrilled to be included with phenomenal bloggers like Jeremiah Owyang , Seth Godin , Ann Handley  and  Brian Solis. I’m assuming my position at the top of this infographic is a happy accident, because I don’t hold a candle to most of these people. In reality, I don’t blog very much at paulgillin.com anymore. Here’s the infographic. Thanks to DNN for the very nice compliment!

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