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| | PAUL GILLIN
JUNE 24, 2010 [Engineering] How to Calculate Social Marketing ROI
We know that performance will be slow during the first few quarters until search engine traffic kicks in. 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. My biggest concern is that these ideas are overly simplistic. EMC Corp.
| | PAUL GILLIN
DECEMBER 9, 2011 [Engineering] The Social CIO: Texas Health Builds a Knowledge Engine
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. The Next Big Thing This is one in a series of posts that explore people and technologies that are enabling small companies to innovate. million customers. The first event was a sellout.
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| | PAUL GILLIN
JANUARY 20, 2011 [Engineering] How B2B and B2C Marketing Are Different
When Federal Express chooses a vendor of hybrid engines for 1,500 trucks or Ford installs a fleet of welding machines on its assembly lines, the decision has the potential to affect the company’s bottom line and its stock price. My fourth book, Social Marketing to the Business Customer , came out this week. The response is usually something like, “Well, you can do this, too.
| | PAUL GILLIN
OCTOBER 10, 2012 [Engineering] What Makes a Good B2B Online Video
PTC’s “ I Am a [Pro] Engineer ” is a great example of how to use a theme. I spent some time with comic video whiz Tim Washer (also @timwasher ) at B2B Forum last week, and he followed up with a few questions about how B2B companies are using online video as part of their content marketing programs. shared some opinions with him, but why not share them with everybody else as well? B2B vide
| | PAUL GILLIN
AUGUST 29, 2012 [Engineering] Attack of the Customers: The Pampers Dry Max Crisis
The Dry Max crisis came at a time when P&G was engineering a companywide shift toward customer engagement through social media. This an excerpt from the opening chapter of Attack of the Customers: Why Critics Assault Brands Online and What You Can Do About It by Paul Gillin and Greg Gianforte. It’s due to be published this fall. In fact, Shah’s suspicions were correct.
| | PAUL GILLIN
JULY 19, 2013 [Engineering] Not Dead Yet: Blogging’s Popularity Surges Among F500
Blogs are search engine magnets and search is still the killer app for people researching purchases. 'There’s no fluff in the press release, so I’ll just excerpt it word for word. And they’ve been doing it every year since 2008, which makes the trending data particularly useful. What is surprising is the sudden popularity of corporate blogs. It will be for a long time.
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PAUL GILLIN [Engineering] Five Lessons From the Web 2.0 Summit
| WEDNESDAY, DECEMBER 1, 2010
Whether it’s a coupon, shopping tip, reference source, comparison engine
or something else, you’ll need to address the needs of this rapidly growing mobile audience. Why forego the search engine
optimization benefits of an inbound referral, especially when tweets and links are the means by which people increasingly publish information? Whether it’s a coupon, shopping tip, reference source, comparison engine
or something else, you’ll need to address the needs of this rapidly growing mobile audience. I had a chance to attend the recent Web 2.0 and Twitter. This year’s Web 2.0 MORE >>
PAUL GILLIN [Engineering] The Other Social Network
| THURSDAY, MARCH 10, 2011
LinkedIn recently gave group owners the option of making their content public so that all activity from that point on would be visible to search engines
. One of LinkedIn’s little-known gems is Signal , a real-time search engine
that’s listed as “Updates” on the search menu. 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. LinkedIn gets none of the buzz of Facebook, and no one’s going to make a movie about it. This is the ideal B2B environment. Find People. MORE >>
PAUL GILLIN [Engineering] Two B2B Social Marketing Initiatives Worth Checking
| WEDNESDAY, JUNE 29, 2011
One is Element14 , a social community for engineers
sponsored by an electronics distributor of the same name. wrote in B-to-B magazine early this year about a Make magazine-like video series they started last fall that appeals to engineers
’ passion for tinkering as well as for fun. Other new stuff that they’re doing (and this comes directly from the press release): The industry’s first online design hub – the element14 knode – designed to help engineers
accelerate design and development and bring products to market faster than ever before. MORE >>
PAUL GILLIN [Engineering] How Much Should You Pay For Content?
| THURSDAY, JUNE 9, 2011
Marketers often ask how they can train engineers
and technical people to blog, podcast and otherwise engage in deep online conversations with customers. imagine that in a highly technical field, like bio-engineering
, the rate is even higher. My advice: don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business. The ability to communicate well in any media demands a certain amount of innate ability and it’s a difficult skill to teach. What’s that going to cost you? Like most things in life, it depends. MORE >>
PAUL GILLIN [Engineering] Tribes Rule the Hyper-Social Organization
| WEDNESDAY, SEPTEMBER 8, 2010
Crowdsourced product development is far cheaper than hiring legions of engineers
. I’ve been looking forward to reading The Hyper-Social Organization since I first heard François Gossieaux and Ed Moran discuss the findings of their “Tribalization of Business research at a conference two years ago. wasn’t disappointed. In this groundbreaking book, the authors expand upon ideas laid down in their early research that are both simple to grasp and momentous in their implications. In a business context, however, tribes have barely been a factor. Rules Have Changed. MORE >>
- [Engineering] Content Curation on Steroids PAUL GILLIN | THURSDAY, JULY 29, 2010
- [Engineering] The Changing Rules of B2B Marketing PAUL GILLIN | THURSDAY, JUNE 17, 2010
- [Engineering] What Social Media Marketers Should and Shouldn’t Do PAUL GILLIN | TUESDAY, JUNE 18, 2013
- [Engineering] B2B Blogging Excellence PAUL GILLIN | TUESDAY, MAY 25, 2010
- [Engineering] Seven Questions to Ask About Your Website PAUL GILLIN | THURSDAY, MAY 13, 2010
- [Engineering] The Wisdom of ‘We’ PAUL GILLIN | TUESDAY, NOVEMBER 8, 2011
- [Engineering] How Will Computers Serve Us in 2020? PAUL GILLIN | MONDAY, OCTOBER 31, 2011
- [Engineering] Slides and Video Cover What You Need to Know About Search PAUL GILLIN | FRIDAY, MARCH 8, 2013
- [Engineering] Live Blog: 3M Unites Global Workforce With Technology PAUL GILLIN | TUESDAY, JANUARY 17, 2012
- [Engineering] How Will Technology Affect Employment? PAUL GILLIN | MONDAY, OCTOBER 31, 2011
- [Engineering] Microsoft Down, But Hardly Out PAUL GILLIN | MONDAY, JULY 9, 2012
- [Engineering] Let Your People Speak! PAUL GILLIN | THURSDAY, FEBRUARY 24, 2011
- [Engineering] CareOne Cashes In On Community PAUL GILLIN | MONDAY, FEBRUARY 7, 2011
- [Engineering] Economic Disruption: We’ve Seen This Before PAUL GILLIN | MONDAY, OCTOBER 31, 2011
- [Engineering] Transforming P&G PAUL GILLIN | FRIDAY, MARCH 9, 2012
- [Engineering] I’m Just a Sucker for Believe It or Not! PAUL GILLIN | TUESDAY, SEPTEMBER 14, 2010
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