Paul Gillin

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How to Get Salespeople Aboard the Social Media Train

Paul Gillin

One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. Hoffman listed four characteristics of salespeople that make them poor candidates for social media success: They’re reluctant to share.

Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

I hear these objections all the time when speaking to top executives about social media. The same applies to online interactions, and that’s why social networks can be so powerful for executives. B2B LinkedIn marketing Social Media social networks Tips linkedin Medium Twitter

Skepticism on Gallup’s Gloomy Social Media Assessment

Paul Gillin

A new Gallup study appears to throw cold water on the whole concept of social media marketing, but I’d be careful about taking the findings at face value. Gallup asked 18,000 consumers about the influence of social media on their buying decisions.

Marketing firm piggybacks on March Madness for fun social media “bracket”

Paul Gillin

Here’s a good example I that came over the transom from Blue Fountain Media , a design an online media firm. They researched average engagement rates across each social platform.

How to Promote an Event with Social Media

Paul Gillin

As a frequent speaker at events of all sizes, I’ve had a chance to observe some of the best practices conference organizers used to promote their events through social media. You need a single Web address that people can refer to in their social channels.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

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. At the time I reconnected with Ellis I was becoming fascinated by the changes in the publishing world driven by social media.

BtoB 101

3 Branded B2B News Services That Get It Right

Paul Gillin

Cisco does a lot of things well with social media, from its expansive blog network to its innovative newsroom, The Network. Which is one thing I really, really like about K@W – its resourceful use of multiple media.

I’m Quoted in HBR – Kinda. And Like Three Years Ago…

Paul Gillin

Here’s the study if you’re interested, entitled “ Taking Social Media from Talk to Action.” ” Social Media flagrant self-promotion Harvard Business Review

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

A journalist contacted me with some questions about social media marketing that I hear quite often. What are three or four things social media marketers should do, and explain why they’re important. Identify the social media channels that your customers use – if any – and stake out at least a basic presence there. You need a way to determine how your activity and social channels is translating into business results.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

advertising communities influence Social Media social networks business 2.0 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.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

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. Stop using social media as another kind of fire hose and start using it for listening, which is its most basic value. I like the way Shel Israel phrased it: “It seems to me that that people on social networks were adversely in?uenced Social Media Predictions for 2013 from Dell Social Media.

Slides and Video Cover What You Need to Know About Search

Paul Gillin

B2B search Social Media social networks Tips Facebook google HubSpot Mike Moran Paul Gillin Search Engine Land Search engine optimizationA client asked me to prepare a one-hour seminar on the basics of search engine optimization (SEO), and I thought it was worth sharing.

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. Most CIOs are taking an attitude of, at best, benign neglect toward social networks. CIOs just don’t see social as part of their charter.

When Bad News is Good

Paul Gillin

Scores of articles have appeared in mainstream media. In today’s hyper-caffeinated media market, you have to make a scene to get noticed. The story is a microcosm of the new media industry. In the echo chamber of extreme media, it’s almost impossible to go too far.

Cool & Useful Sites for the Holidays

Paul Gillin

They range from social shopping to gift recommendations to real-time TV and music sharing. brings together the social experience of the web and music. A great app that brings people together around their favorite TV shows – it shows every program on television at any moment and lets you socialize with other viewers. Shopping online is now social. The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays.

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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. When you scan the table of contents, however, you’ll see nary a mention of those social networks.

Stop Talking! I’m Trying to Listen!

Paul Gillin

As social networks have grown, so has the amount of noise they generate. The factors that once made social media so appealing – accessibility and openness – have become a liability. Beyond Social Media.

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

Marketo recently contacted several B2B social media marketing pros to get their tips on how to generate leads with social platforms. For example, 58% of marketers who have used social media for more than three years say it has helped boost sales.

The End of ‘Social Media’

Paul Gillin

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 best book I’ve ever read on media transformation is The Chaos Scenario by Bob Garfield. Social Media innovation mainstream_media

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

B2B Content Marketing Research Social Media 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.” ” Its work certainly bears out that goal. 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.

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Measuring the Immeasurable

Paul Gillin

The authors argue that the influence of media in general, and social media in particular, is greatly overrated. In the mainstream media world, audience was associated with influence because we had few tools to understand the true dynamics of decision-making.

Five Tips to Make Your Writing Sparkle

Paul Gillin

blogging journalism marketing Social Media TipsNow that we’re all publishers, writing has become a core skill for marketers. I 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.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

Stand Out Social Marketing starts a little slow, but if you stick with it you’ll be rewarded with truly actionable insight that can help your whole company become more social.

The Other Social Network

Paul Gillin

LinkedIn is set to eclipse the 100 million member mark sometime this spring, and it is quickly becoming the social network of choice for B2B professionals. Stephanie Sammons posted some great tips on Social Media Examiner early this year about how to make the most of LinkedIn groups.

How Much Should You Pay For Content?

Paul Gillin

The ability to communicate well in any media demands a certain amount of innate ability and it’s a difficult skill to teach. The technology trade media learned this long ago, and that’s why they have hired professional journalists to fill their pages for the past 75 years.

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Tips for Building a Quality Twitter Following

Paul Gillin

My philosophy of building a Twitter following has always been to provide interesting content about the Internet, digital media and publishing, with occasional excursions into my beloved Red Sox and New England Patriots. Social Media TwitterI breached the 10,000-follower mark on Twitter yesterday. I 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.

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

Paul Gillin

One of the things that has always captivated me about social media is the power it gives to individuals to greatly amplify their voice. One thing I discovered in writing the book is that mainstream media attention is essential to helping a cause go viral.

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.

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Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

Fox’s brief speech isn’t very relevant to social business, but the audience receives him well. IBM’s Alistair Rennie kicks off the core session.There’s nothing new about social business, he says. “Ultimately, Social Business is a competitive differentiator.”

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

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. The two most popular social networks – Facebook and LinkedIn – use similar tools and metaphors to provide strikingly different utility. The most powerful force created by social networks is the “Power of 130.” B2B Facebook LinkedIn Social Media social networks Twitter

How to Summarize Content for a Business Audience

Paul Gillin

Even then, most are struggling to find the skills needed to analyze the deluge of unstructured data like voice, video and conversations in social media.

I’ve Been Writing A Lot Lately, Just Not Here

Paul Gillin

Social is the Future of Search (Profitecture Blog). The answer might be incubating in fast-growing media operations like BuzzFeed (right) and Upworthy. Brian Solis (right) is one of the most consistently provocative and perceptive analysts in the world of new media and social business.

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

Paul Gillin

Social business isn’t about tools and promises. The challenge was to make social business a win for the people doing the selling. It’s basically using social stuff to do work stuff,” he said. Social Media social networks Amidori IBM Nigel Beck Omron SugarCon 2012

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

One is Element14 , a social community for engineers sponsored by an electronics distributor of the same name. Also, check out Social Media Quickstarter , a tutorial site aimed at small businesses and launched just this week by Constant Contact.

Security Tips for Social Netizens

Paul Gillin

The difference between the Nigerian princess plea, the PayPal password reset email and other famous online security scams we know and love is that social networks make it appear as if the requests are coming from your friends. social networks Tips Digital Defense security

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

Paul Gillin

Then do what Tom Pick and Tony Karrer of B2B Marketing Zone did – make it easy for people to compose posts like this one and share the book through their social networks.

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

Paul Gillin

So when IBM began to introduce the concept of “social selling,” it chose a test base of a few hundred salespeople and their managers to build a set of integrated systems that improved productivity and reduced administrative overhead.

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. Monitor Social Conversations. Manage Social Content. Measure and Analyze Social Activity.

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.

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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. It makes social media marketing seem rather unimportant. He told me how he spends most of his time these days working with inner-city gang leaders to mediate disputes. B2B book podcast video cmo advantage

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