2011

Paul Gillin

The Trouble with Klout

Paul Gillin

Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

Scott Wright is the general manager of the Wyndham Wingate Hotel in Erlanger, KY, and in a 15-minute ride to the airport yesterday morning he taught me something about the future of business.

Trending Sources

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. I entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees.

Cool & Useful Sites for the Holidays

Paul Gillin

The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like Yap.tv, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. Skype .

Sites 100

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

The Other Social Network

Paul Gillin

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.

How B2B and B2C Marketing Are Different

Paul Gillin

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.

B2C 76

How Much Should You Pay For Content?

Paul Gillin

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. You’re better off investing in professional communicators and teaching them what they need to know about your business.

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.

Best Practices for a Marketing Database Cleanse

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

B2B Blogging Gets Publishing Discipline

Paul Gillin

I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. This is a great chance to take a snapshot of best practices in the field, and I was struck by this year’s entries in the corporate blog category.

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

A couple of notable B2B efforts have caught my eye recently that I wanted to share. One is Element14 , a social community for engineers sponsored by an electronics distributor of the same name.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics.

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. This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing.

Rules 56

Groupon Digs the Hole Deeper

Paul Gillin

It’s been a little more than 24 hours since Groupon aired the most offensive advertising campaign in history , and the company’s response to the outpouring of negative commentary has been a textbook example of how not to handle a crisis.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Earth Knowledge is a Great Example of Content Curation

Paul Gillin

Earth Knowledge takes curation to a new level. The site was conceived as a way to promote a concept called “Reliable Prosperity,&# or decisions that contribute both economic and ecological value.

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

Best 49

Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

SMB 46

Got a Cause? Pen a Poem. Win 10 Grand.

Paul Gillin

It’s tough raising nickels and dimes. In even the most prosperous times. One new course of action. That might get some traction. Is pitching nonprofits in rhymes. OK, so I didn’t miss my calling as a poet. But if you’re a nonprofit organization in the U.S.,

Viral 44

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.

Groupon’s Advertising Obscenity

Paul Gillin

In my 53 years on earth, I have never witnessed a more tasteless, vulgar and morally repulsive example of exploitative marketing than this Groupon ad that ran on the Super Bowl tonight. Can you imagine using the suffering of a repressed and brutalized nation to market online coupons?

Disconnected

Paul Gillin

Downed trees in Framingham (Photo via Framingham Patch). Today is my fifth day without Internet service. My connection dropped on Sunday during Tropical Storm Irene, when my cable provider, RCN, lost power.

Cable 43

My Video Interview About B2B Social Media on CMO Advantage with Ed Gaskin

Paul Gillin

I spent a fun half-hour chatting it up with Ed, who’s a good friend and fellow media enthusiast. He told me how he spends most of his time these days working with inner-city gang leaders to mediate disputes. It makes social media marketing seem rather unimportant. B2B book podcast video cmo advantage

CMO 42

Organizing the Chaos of Social CRM

Paul Gillin

Software Advice has posted a grid that presents a new way of looking at the social CRM market. More importantly, Marketing Director Houston Neal argues that social CRM actually doesn’t exist.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

CareOne Cashes In On Community

Paul Gillin

CareOne Debt Relief Services contends with a business climate that few of us (thankfully) have to face: Its industry has a terrible reputation. That industry is debt relief, a field that many people associate with fast talking pitchmen on late-night infomercials.

McKinsey Research Again Validates Social Technology Benefits

Paul Gillin

Here are highlights from the fifth annual McKinsey study, “ How social technologies are extending the organization ” (registration required).

Let Your People Speak!

Paul Gillin

IBM engineers celebrate Watson's victory (from an IBM YouTube video).

Facebook Tips for Midsize Businesses

Paul Gillin

With Facebook presenting a tempting target of 800 million potential customers, small businesses are flocking to social network as a fast and easy way to generate business.

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.

The Video of the Book: Social Marketing to the Business Customer

Paul Gillin

Check out the new video Eric Schwartzman put together for our book about B2B social media marketing ! B2B book video

Video 31

How Will Technology Affect Employment?

Paul Gillin

Live-blogging from the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. . Panel discussion: How Will Technology Affect Productivity and Employment? Moderator: Erik Brynjolfsson – MIT Sloan, CDB.

Groupon Relents

Paul Gillin

Four days after its offensive ad campaign began, Groupon did the right thing and pulled the plug. CEO Andrew Mason posted an apology on the company blog that was a vast improvement over the explanation he had posted two days earlier. The controversy was an expensive lesson for Groupon; in accepting full responsibility for running the campaign, Mason presumably absolved the agency of any blame. On the other hand, it may ultimately work out to be a worthwhile investment.

Video 27

How Groupon Could REALLY Break the Mold

Paul Gillin

Groupon remained silent the second day after its offensive ad campaign ran on the Super Bowl. The Wall Street Journal quotes spokeswoman Julie Mossler as saying “we don’t really have anything else to say,” meaning that the defensive statement by founder Andrew Mason on the company blog on Monday would have to stand on its own. Groupon is donating up to $100,000 to each of four charities whose causes were cited in the company’s ad campaign.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

We Like Readers Like This

Paul Gillin

Bernie Gol dbach posted a nice comment in the For Immediate Release FriendFeed room about Social Marketing to the Business Customer. “I like Social Marketing (Gillin & Schwartzman) so much that I bought a copy for every day of the week,&# he wrote, along with the picture below.

Mail Bag

Paul Gillin

I get comments from readers all the time, and while I usually let these remarks speak for themselves, I thought I’d take advantage of a little extra time at the holidays to show my appreciation by responding to a few recent contributors. Thanks for showing that you care! Unquestionably imagine that which you said. Your favourite justification seemed to be at the web the simplest thing to take note of.

Mail 24

The Social CIO: Texas Health Builds a Knowledge Engine

Paul Gillin

Last week I posted a rant about the failure of CIOs to take a leadership role in their company’s social media strategies. Having played the scold, I also want to recognize the efforts of CIOs who get it.

Build 21

David Ferrucci on Building the World’s Smartest Computer

Paul Gillin

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.”

Build 18

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.