2010

Paul Gillin

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.

ROI 57

The End of ‘Social Media’

Paul Gillin

This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. The problem with much of the discussion is that it’s been focused on tools, and tools are far less interesting than what people do with them.

Trending Sources

Social Media RFP Gets An Update

Paul Gillin

One of the social marketing practitioners I most admire is Maggie Fox, whose Social Media Group was a pioneer in creating new-media campaigns long before it was fashionable. About a year ago, Social Media Group published a comprehensive and intelligent template for creating requests for proposal (RFPs) for social marketing campaigns.

RFP 27

Tips For Making That “Networking” Meeting More Fruitful

Paul Gillin

Back in the early days of my career, I made a point to go on frequent informational interviews. These meetings, which were usually conducted in person, gave me a chance to sit down with people who were successful in their field and to learn from their experience.

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

B2B Blogging Excellence

Paul Gillin

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.

Eloqua’s Innovative Blog Tree

Paul Gillin

Big graphics are a recent trend and a great way to attract attention. People love to share images that creatively display information in formats that make data easier to visualize.

Remembering Tom

Paul Gillin

Of the thousands of people who pass through our lives, few stand out as true originals. The world lost one last week. Tom Monahan died of ALS at the age of 58. He was way too young. Tom was a treasure.

Age of the Tablet Has Begun

Paul Gillin

I tend to be a skeptic about new technology, probably a consequence of 25 years of seeing cool demos of products that never worked very well in real life. I tend to be a late adopter, too. I only got on the smart phone bandwagon a year ago after Apple had already shipped 100 million of them.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.

My Favorite Productivity Apps – Multimedia & Web

Paul Gillin

Continuing on my post from two weeks ago about my favorite PC productivity tools, here’s another list of goodies. Most are free, all are bargains. Photo/video. We are all our own artists and layout editors these days, and with my crummy graphic design skills, I need all the help I can get.

RSS 2

My Favorite Productivity Apps – Part One

Paul Gillin

When I look back at my own output over the last four years – four books, 190 articles, nearly 1,000 blog entries, 300 podcasts, more than 50 webcasts and a busy speaking/training schedule – I marvel at the role that cheap and free technology has played in making me more productive.

10 Tips For Moderating a Great Panel

Paul Gillin

This topic is a little different from my usual fare. It’s about moderating panels, a function that many of us are called upon to perform at events from time to time.

I’m Just a Sucker for Believe It or Not!

Paul Gillin

I have been a hopeless Believe It or Not! addict since the age of 10. I’m so glad to see they’re keeping up with the times. I couldn’t find a static version of this e-mail pitch, so thought I’d share. Technomazing!

Millennials: Coming Soon to a Cubicle Near You

Paul Gillin

This weekend I’ll pack my daughter off to college, so as a little celebration, I took her and a friend to a Six Flags amusement park this week.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Content Curation on Steroids

Paul Gillin

All of a sudden, “ curation ” is one of the hottest words in the Web 2.0 world. That’s because it’s an idea that addresses a problem humans have never confronted before: too much information. In the process, it’s creating some compelling new ways to derive value from content.

Paving Media Cow Paths

Paul Gillin

I recently flew into San Jose airport with the task of making my way to San Mateo, nearly 30 miles up the peninsula. In the name of saving my hosts a rental car charge, I hopped the shuttle bus to the Santa Clara train station to pick up the usually reliable CalTrain to my destination.

A Word of Mouth Campaign for Clean Drinking Water

Paul Gillin

Next week’s Supergenius conference in New York, organized by GasPedal and word-of-mouth pioneer Andy Sernovitz, promises to be a fantastic event, at least if last December’s inaugural conference was any indication.

What Should Apple Do?

Paul Gillin

Now that Consumer Reports has given the iPhone 4 a thumbs down , Apple has a full-blown crisis on its hands. If the company was engaged in active dialogue with its customers, Apple would be in a better position to contain the crisis, or at least tell its side of the story.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

The Appeal of B2B Social Networks

Paul Gillin

Following is an excerpt from Social Marketing to the Business Customer , which is due to be published in January, 2011 by John B. Wiley & Sons: Online communities are a bit of a paradox. They are both the oldest form of social media and also the newest.

Weinberger Wisdom

Paul Gillin

My definition of a good speech is one in which the speaker tells you something you already know in a way that you’ve never considered before. That’s why David Weinberger is one of my favorite speakers. Here are my notes from David’s presentation this morning to the Mass.

Great Events This Week

Paul Gillin

There are a couple of events coming up in the Boston area this week that I hope you’ll attend. On Thursday, June 3, the Mass. Technology Leadership Council is hosting its second annual Social Media Summit.

Seven Questions to Ask About Your Website

Paul Gillin

People usually call me for help setting up and optimizing their social marketing programs. But in the early stages of our engagement the conversation almost always takes another turn.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

A Quick Fix for the Latest WordPress Virus

Paul Gillin

I spent several frustrating hours this weekend trying to recover from a nasty virus that has hit WordPress installations on Network Solutions and Go Daddy, which is my hosting service.

SIC 2

Oracle’s Updated Social Media Policy

Paul Gillin

Dated 11/22/10. Most hyperlinks have been removed because they refer to pages behind Oracle’s firewall. This is a well-crafted policy. The Oracle Social Media Participation Policy applies to. All blogs, wikis, forums, and social networks hosted or sponsored by Oracle (e.g., blogs. oracle. com , wiki. oracle. com , mix. oracle. com , forums. oracle. com ). Your personal blogs that contain postings about Oracle’s business, products, employees, customers, partners, or competitors.

A New Approach to Assessing Influence

Paul Gillin

MBlast is coming out with a new way to assess the influence of online editorialists. They believe influence is about more than numbers and I think they have a point. CEO Gary Lee hints at what they’re thinking here. He casts the proposal in interesting historical context. Full disclosure: I’m on MBlast’s advisory board and have a very small equity stake.

Are Exclusives a Good Idea? In a Word: No

Paul Gillin

Should you give exclusives to journalists? My advice on this has always been unequivocal: No. Exclusives are a bad deal for you in the long-term and make no difference to the audience you’re trying to reach. This question came up last night during a panel sponsored by the New England Venture Network on which I participated along with several business journalists. I broke with my colleagues on this question, but I firmly believe that exclusives are a bad idea.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

Oracle’s Social Media Policy

Paul Gillin

With the acquisition of Sun complete, Oracle distributed its social media policy to employees this week, and I was forwarded a copy. A version from six months ago can be found here. This is a nice, concise document that covers all the bases I can think of. It’s particularly useful in its approach to copyright and permissions. Perhaps it will help you in formulating your own policy.

The Changing Rules of B2B Marketing

Paul Gillin

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. Your feedback is welcome. Please ignore the typos and grammar flaws that inevitably appear at this stage.

The Power of B2B Communities

Paul Gillin

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. The rest of the chapter will go into the various kinds of social communities and how to use them, with examples from the HR, food service, medical and construction industries. I’d appreciate any feedback on this opening passage, in particular: Is this information useful to you?

SMB 2

Ten reasons to blog – even if nobody reads it

grow - Practical Marketing Solutions

. Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Look at companies like General Electric who do an amazing job with their blog and yet have almost no “community&# or comments at all.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B.

A Simple B2B Marketing Framework

Everything Technology Marketing

We often discuss in this blog how B2B marketing is becoming more complex, and how to manage this complexity.

11 B2B Marketing Predictions for 2011

Buzz Marketing for Technology

Around this time last year I wrote about the 10 B2B Marketing Predictions for 2010 and while I would say 7 out of 10 have already materialized and the others are on their way. So that begs the question – what’s on the horizon specifically for B2B Marketers next year?

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). No, I am not splitting hairs nor am I indulging in semantics.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.