Posts Tagged ‘Paul Gillin’

Podcasting with David Meerman Scott and Paul Gillin from 2008For our recent eBook “The Social Marketing Funnel: Driving Business Value with Social Marketing“, we interviewed a number of leading marketing strategists and experts in social media. Many of their insights are in the eBook, but we weren’t able to use everything they shared with us. Beginning with this blogpost and continuing over the next several weeks, I’ll share some additional pearls of wisdom from those interviews.

B2B marketers often ask how they can apply principles of social media marketing to their business. Two of the experts we interviewed for the eBook offered advice specifically for B2B companies, so I thought that would be a good place to start. In this installment, Paul Gillin, a veteran technology journalist who advises marketers and business executives on strategies to optimize use of social media and online channels, and David Meerman Scott, an internationally recognized marketing strategist, seminar leader, keynote speaker and author, offer advice to B2B marketers.

If B2B companies do nothing else in the social realm, they should focus on search engine optimization, advises Gillin, who recently co-authored a book about B2B social media marketing. “There is a limited domain of keywords that people use when they’re looking for solutions, so if you optimize through various channels for those keywords, that’s the low-hanging fruit of lead generation.” He recommends not only a search-optimized web site, but also a blog for its power to attract buyers. Blogs are “the closest thing to a no-brainer for B2B in social media terms because of their excellent search engine performance.”

Similarly, search rank is the first social media metric that comes to mind for David. “Smart companies understand what it is that their potential customers are searching on because they’ve actually interviewed their potential customers,” he says. That deep understanding allows companies to develop salient social media content that incorporates the terms and phrases used by customers. “Create content not for your own ego, but for the people that you’re trying to reach. The biggest failure I see are companies that just create content about their products and services in an egotistical way. They don’t understand the people they’re trying to reach.”

Gillin suggests a couple of examples of the benefits of thinking like a customer. A maker of portable computers might prefer to describe its products as “notebook” computers, but a far larger volume of search queries use the term “laptop.” Walmart calls its people “associates,” but that term won’t do it much good in reaching searchers who use the far more common term “employee.”

There are myriad resources for marketers at B2B companies to identify the specific terms customers care about. Gillin suggests marketers turn to the people inside their organization who are closest to the customers: the engineers, the service people, product designers and product support teams. The idea is “not necessarily for you to be that source, but for you as the marketer to translate that expertise” with a goal to “speak in the language of the customer.”

“You are part of a team,” says David, “and your part in that team is to be able to create really interesting content.”

Social marketing presents a number of other opportunities for B2B marketers. For instance, interaction in the social realm can help identify new customers. Gillin recommends monitoring social platforms such as LinkedIn, as well as highly specialized vertical platforms, where individuals are asking questions relevant to your company’s products and services.

Social marketing is also helpful to the sales process. “The more you know about the customer, the more time you save the customer, the more individualized the solution you can offer the customer, the better the chance of getting the sale,” says Gillin, who observes that social customer relationship management is “getting traction as a way of simply building better customer profiles.”

Another means of driving sales through social marketing is multichannel syndication of content, a ” big trend over the last couple of years,” says Gillin. Multichannel syndication employs multiple social media platforms, and often multiple accounts on each platform, to achieve a broader reach and drive engagement. “It’s hard work,” says Gillin. “It’s easy to have your blog entries go out as RSS feeds and be posted to Twitter and Facebook, but you’re not going to have success if that’s all you do. You’ve got to go out and engage with people in the medium.”

For marketers just getting started, resist the temptation to take on more than you can realistically support. “Focus on a limited number of tools and learn how to use them well. It’s better to do a few things well than a lot of things poorly,” advises Gillin. Once you’ve learned to do something well, determine its value. If it’s working, continue to invest in it. “You don’t need a social media strategy. You need to understand the value of social media and you need to apply it to your business strategy.”

For specific advice on how to employ social media monitoring and search engine optimization, download our free eBook: “The Social Marketing Funnel: Driving Business Value with Social Marketing

Facebook has 500 Million users, spread across every continent, and the user base is growing by the hour. It has developed into an all-in-one solution for enterprise marketers looking to connect with audiences quickly and easily. With this tool brands can advertise, hold conversations, share content and present an organization in an easy-to-manage, structured environment.

Better still, companies say Facebook marketing works. “Facebook is the most effective social networking platform for brands to get their marketing messages across to consumers, say 80% of companies.” (Source: Sense Internet Study.)

This week Awareness launched the Facebook Social Marketing Toolkit which is the first in a series of toolkits designed to help enterprise marketers learn about specific social marketing channels.  The toolkit contains 5 educational pieces focused on Facebook marketing best practices and is intended to be a one-stop shop for inspiring you to do more with your Facebook presence and leverage the Facebook marketing opportunities that exist for you and your company. Regardless of whether you are a Facebook novice or an expert, we think you will take away some great tidbits of advice and next steps from these Facebook resources.

There is a ton of information included in the toolkit.  A highlight for me is Cappy Popp‘s webinar titled “How Enterprise Marketers Keep up with Facebook“.  In 60 minutes Cappy taught me more about Facebook than I thought existed.  Personally, one of the best (if not the best) webinars I have ever heard.  In additional to Cappy’s webinar, there is a bunch of additional content including great peices from Erik Qualman (Author of Socialnomics) and Paul Gillin (Author of the New Influencers and Secrets of Social Media Marketing).  Below is a full list of what is included:

  1. “Chapter 1: Getting Started with Facebook Fan Pages” eBook
    As an enterprise marketer, you have already decided Facebook is worth your time. You have established a presence for your brand and now you are looking to extend that presence and drive deeper engagement. A Facebook page (sometimes referred to as a “LIKE” or “fan” page) is the perfect place to start.

  2. “10 Tips for a Solid Facebook Fan Page” eBook
    This eBook will give you a quick-hit list of Facebook tactics and business process considerations for maintaining a solid Facebook fan page. For example, did you know that thinking multi-channel is the way to go? If you are only publishing content to your Facebook fan page, chances are, you are missing the boat.

  3. “How Enterprise Marketers Keep Up with Facebook – Understanding the Latest from the Most Powerful Platform on the Web,” with Cappy Popp, Founder of Thought Labs
    In this webinar recording, Cappy Popp covers an overview of the platform (where we have been/where we are going), a detailed chat about the “Like” feature (and whether or not it has been successful), privacy changes, the long tail of Facebook and how social plugins impact you.

  4. “Social Marketing Goes Multiplatform” — a whitepaper by Paul Gillin
    Businesses began dipping their toes into the social media pool as early as 2005, but the last two years saw them jump in with both feet. One development in the social media landscape was that marketers warmed to the idea that using multiple social media channels together, and coordinating messages between them, combination collectively achieved a greater impact than if the tools were used in isolation; this realization drove the rapid expansion of marketers’ activities in the social media space. This conclusion is only one of the preliminary results of a multi-client research study undertaken by Paul Gillin Communications in early 2010 that is included in this whitepaper.

  5. “Chapter 1: Word of Mouth Goes World of Mouth” — complimentary download of an entire chapter from Erik Qualman’s Socialnomics
    Erik Qualman, author of Socialnomics, describes the current social media movement as a time when, “It’s important to free your content from being trapped in a “walled garden” because people have quickly grown accustomed to the news finding them, and there is no turning back,” and, “Businesses don’t have a choice on whether or not to DO social media, their choice is how well they DO it.”

If you have some time and are interested in learning more about Facebook marketing, take a minute and download the toolkit.  Also, please let me know if there is any other content you would like to see us include in the toolkit or if you have ideas for future toolkits.