Paul Gillin, Author

The New Influencers

Secrets of Social Media Marketing

Social Marketing to the Business Customer

Timely, frequently updated information Multiple media types Single voice Fixed display Flexible organization Search engine performance

Cheap and easy to create and update Have distinct personal voice Can quickly build traffic through

reciprocal links Excellent search engine performance Modest revenue opportunity Simple way to keep notes

ReinforceBrand

Thought Leadership

End Run Media

Define Culture

Educate Prospects

Build Trust

Title & Description

SidebarIndividual Entry or “Post”

√d

Headline

Subheads

Fixed pages

RSS feed

Search

Keywords

Have a clear focus Update frequently Speak distinctively Have a point of view Surprise and delight Link to get links Use all the media you can Educate and assist Ask for feedback

People have abundant choice; pick your spots

It’s fine to stray from your core topic, but keep 2/3 of entries relevant

Dedicate yourself to becoming THE expert in your chosen area

Tell people where you specialize

Branding

Search

Health Care

Customer Care

Analytics

Technology

Strategy

Professional? Enthusiast? Peer? Novice? Investor? Competitor? Media

You can’t communicate effectively with an audience you don’t know. When you write, visualize your reader.

It may help to post a picture of that person on your office wall!

Read mainstream media and other bloggers and comment upon them

Frame issues in a context that reflects your expertise

Be offbeat and occasionally outrageous Write in a voice that feels right to you Think conversation, not lecture Use multiple media Mix it up: Top 10 lists, predictions, best &

worst, link lists

Tag clouds and discovery sites show what’s new and topical

Bookmarking sites have element of surprise

Get angry Aggregate other opinions Tell a story Conduct a poll Make a list Predict something, then

defend Recommend what you love Discover and share Serialize

Imagine having written a great article

Use keyword searches Interview someone Visit a quote site Talk to children Consult a notebook Write case studies Write about your week Create a top 10 list

Ask yourself, “What’s the post about?”

Say what you’re going to say, say it, then say what you just said.

Make your point at the outset

Limit the number of points you make in each entry

Invite feedback

Rule of Thumb: If you have more than two key points, create a new entry

Use everyday words Write as you speak Write it like a letter Keep sentences short Use voice recognition or

dictate into a recorder Use Word readability

stats Ask a friend/spouse/ child

to review your work

“I didn't have time to write a short letter, so I

wrote a long one instead.”

--Blaise Pascal

Start in the middle Write freeform, then edit Imagine a different scene Start listing bullet points Model someone else’s

work Take a walk Tell story to a friend or

colleague

Quiz: Test Your Engagement IQ Skeptic: Why Marketers Fail at Engagement Case Study: How One Company Does it Right Contrarian: Think You’re Engaged? Think Again How To: Five Steps to Improving Customer

Engagement First Person: How I Learned to Engage Comparison: How Two Companies Approach

Customer Engagement Q&A: Five Common Questions About Engagement Data: Study Shines New Light on Customer

Engagement Outrageous: Your Engagement Strategy Sucks Humorous: Engagement Haiku Offbeat: Engagement: The Movie

Current: Let’s Get Engaged!Other Possibilities: Five Goals for Customer Engagement Redefining Engagement Engagement Scorecard How Engaged Are Your Customers? Why Marketers Fail at Engagement Failing to Engage? Here’s Why

OK Labs uses "social objects," or distinct icons, to create a memorable association.

“It’s been a way for people to feel that they know the company before doing

business with the company,” says Marti Konstant, VP of marketing

Link internally Link externally Use tags, categories Register with aggregators Ask for “link love” Promote outbound links File a site map Bookmark and tweet

Link Opportunities

Link to relevant blog entry or Quaero service

Begins as a tweet

Becomes a blog entry

Feeds a podcast

Stokes a white paper

That gets tweeted!

32 million members

300 million members

44 million members

1 billion daily views

6 million daily visitors

50 million members10 million members

1 million daily visitors

1.5 million daily visitors

Encourage and respond to comments Comment elsewhere Play reporter Serialize Use themes Give stuff away Complement with photos, podcasts & video

Traffic – unique visitors vs. page views Technorati rankings RSS subscriptions Google linkto: and allinanchor: De.licio.us and Technorati tags Trackbacks

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Paul Gillin

508-656-0734

paul@gillin.com

Site: gillin.com

Blog: paulgillin.com

Twitter: pgillin

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