Paul Gillin

8 Data Points about the Importance of Customer Experience

Paul Gillin

Sixty-two percent of B2B and 42% of B2C customers purchased more after a good experience , while 66% and 52%, respectively, stopped making purchases after a bad experience, according to a recent survey of 1,000 people who had had recent customer service interactions.

The Trouble with Klout

Paul Gillin

In essence, Klout treats every social network the same and all interactions equally, she said. Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand.

Trending Sources

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

Thanks to Facebook, such interactions are common today across hundreds of brands. I’ve helped judge its Social Media Awards for the last four years and also contributed to the annual Interactive Marketing Guide since 2010.

BtoB 101

Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

We constantly seek connection points in all our interactions because they create a foundation for trust. The same applies to online interactions, and that’s why social networks can be so powerful for executives. “I don’t have time to build my LinkedIn profile.

Slides and Video Cover What You Need to Know About Search

Paul Gillin

Thanks to Mike Moran , HubSpot and McDougall Interactive for permitting me to steal from them. A client asked me to prepare a one-hour seminar on the basics of search engine optimization (SEO), and I thought it was worth sharing. This is more than your standard chalk talk.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

Stand Out builds on the premise that a great online presence is a function of distinctive content delivered through multiple channels with the assumption that interactions with constituents are part of the process.

How B2B and B2C Marketing Are Different

Paul Gillin

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.

B2C 76

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

LinkedIn is the only major social network that doesn’t permit brands to interact as members. 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. Please add your own as comments. Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion.

B2B Blogging Gets Publishing Discipline

Paul Gillin

Results: “A near vertical rise in viewership,&# Alan says, and a high quality of interaction with visitors. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

” Getting health care providers to interact social is a big challenge. Participants can then interact through avatars to transfer knowledge and discuss. Michael J.

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. The more active members are in the community, the greater their influence and the richer the interactions with other members. version of the classic impression, but social network interactions are potentially much more important because members can comment upon, endorse and share other members’ activities with their own networks.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Recent research has shown that people are twice as likely to interact with companies over social media for customer support purposes as for marketing. A journalist contacted me with some questions about social media marketing that I hear quite often. I thought I’d share my responses here. 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.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Online marketing provides much richer options for understanding how people interact with our content. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

There’s a strong subtext of the need to make interactions more meaningful and personal and for brands to unleash their people to speak as themselves. I happen to be one of the 14 people quoted in this Dell e-book, Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. I have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge.

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

Paul Gillin

EMC doesn’t use Facebook’s wall to much effect, but its purpose seems more promotional than interactive. For interactivity, it’s hard to beat Intel’s page, which has racked up nearly 2.7

Rules 56

Sensible Talk About Social Media Measurement

Paul Gillin

The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can’t be quantified stubbornly persists.

How to Calculate Social Marketing ROI

Paul Gillin

In order to do ROI right, you need to track every customer contact, not just interactions with the sales force. Web analytics today deliver unprecedented insight about online interactions.

ROI 57

Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

It’s also worth noting that 81 percent of respondents use face-to-face interactions to connect with customers or prospects, underlining the fact that Facebook has its limits.

ComScore Data Illustrates But Also Obfuscates

Paul Gillin

Most people interact with the service through third-party clients and services that use the Twitter APIs.

Media 44

McKinsey Research Again Validates Social Technology Benefits

Paul Gillin

Executives at internally networked organizations note the highest improvement in benefits from interactions with employees; those at externally networked organizations, from interactions with customers, partners, and suppliers.

CareOne Cashes In On Community

Paul Gillin

CareOne has invested time and money to encourage the minority who interact. The company clearly cares about bottom-line return, and by being able to track individual visitors through their various interactions with the company, it has shown some impressive results.

The Social CIO: Texas Health Builds a Knowledge Engine

Paul Gillin

People are learning to treat each other as people instead of titles, and that improves the quality of interaction. Last week I posted a rant about the failure of CIOs to take a leadership role in their company’s social media strategies.

David Ferrucci on Building the World’s Smartest Computer

Paul Gillin

You want to interact with people who can help you understand meaning. 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.

FAQ 18

Social CRM: Curb Your Enthusiasm

Paul Gillin

CRM is a well-established discipline that presumes that the more information we can capture about a customer’s interactions with our company, the better we can deliver products and services that the person wants to buy.

CRM 18

How Will Computers Serve Us in 2020?

Paul Gillin

McAfee : You think in five years I’ll be able to go to Croatia and interact comfortably with the locals? Live-blogging from the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. . Panel discussion: What Can Technology Do Today, and in 2020?

Recent Writings: Negativity, Social Gaffes and Farewell to Case Studies

Paul Gillin

They are delegating social interactions to one person, but they’re shortcutting the learning process by hiring people who can train others. I haven’t had a chance to blog here lately because most of my writing is been on assignment for other publishers.

B2B Blogging Excellence

Paul Gillin

When I pass people in the hall, I’ll ask if they had any recent customer interactions that were interesting,” he says. “I’ll I was privileged to moderate the BtoB magazine Social Media Awards Breakfast in New York this week.

Engineering360 Joins Expanding World of Vertical B2B Communities

Paul Gillin

” Edited by David Wagman , a journalist and analyst who’s covered engineering for more than 25 years, the site features news, analysis, product research and tools, events, product catalogs, an interactive community and other resources typical of professional networks.

Eloqua’s Innovative Blog Tree

Paul Gillin

According to Eloqua content director Joe Chernov : Our vision is to make this graphic as interactive as possible. Big graphics are a recent trend and a great way to attract attention.

10 Tips For Moderating a Great Panel

Paul Gillin

The reward of a successful panel is seeing the audience interact both during and after the event, and hearing that all your panelists enjoyed the experience. This topic is a little different from my usual fare.

Millennials: Coming Soon to a Cubicle Near You

Paul Gillin

By “speak”, she means text messages, instant messaging sessions, wall posts and maybe a few webcam interactions. For today’s teens, interaction with friends is multi-channel and multimedia.

Weinberger Wisdom

Paul Gillin

People interact with the medium differently. We want to interact with like-minded people. 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.

The Power of B2B Communities

Paul Gillin

The SMB market is coveted by technology firms, and many of them pay Spiceworks for the chance to interact with the audience of over one million IT professionals for activities ranging from market research to product design. 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.


Customer Intelligence: The Hidden Power of Interactive Content

The ROI Guy

Interactive Content to Improve Customer Intelligence Interactive content can help overcome the engagement challenge – using value-added dynamic content to capture more intelligence from your prospects.

The 24 Best Interactive Websites of 2015


Everyone’s been raving about the popularity of web video this year, but a less talked-about form of visual content—interactive websites—can be way more engaging. Use interactivity to create a distinct experience for each viewer. Important because: This interactive is sheer fun.

9 Types of Interactive Content for Innovative Lead Gen


Interactive content can help with that. A study from Demand Metric found that 88% of marketers who use interactive content say their content was somewhat effective or very effective in differentiating it from competitors. Interactive content is also tailor-made for engagement.

How to Use Interactive Quizzes to Make Your Sales Team Smarter


We like our pretty interactive content , don’t we? We know why we truly, madly, deeply love our interactive content (and it’s got nothing to do with ourselves – and everything to do with our customers). Interactive Quizzes Deliver the Goods.

Kaon Interactive WINS the 2016 SBANE Innovation Award!


And the Winner is … Kaon Interactive! News Uncategorized B2B marketing business challenges Customer experience innovative marketing technologies interactive marketing Kaon Kaon Interactive sales enablement SBANE SBANE New England SBANEInnovation

Announcing Vidyard’s New Interactive Video Player


Last week I snuck into our R&D lab on the second floor of our awesome new office and saw a few TOP SECRET things that I probably shouldn’t have, one of which was something labeled “ New Vidyard Interactive Player ”. The New Interactive Player: The Evolution of Engagement.

The State of Interactive Content


If you read the Vidyard blog you’ve probably heard of interactive content. To understand where interactive content came from, you have to understand where content marketing came from. From Content, to Interactive Content. Interactive content is in a great place right now.