Luanne Tierney
Vice President, Worldwide Partner Marketing
Juniper Networks
HOW	
  TO	
  BUILD	
  INFLUENCE	
  ONLINE	
  
...
WHY IS
INFLUENCE
IMPORTANT?
h"p://www.insideview.com/social-­‐selling	
  
1/3 global buyers use social
media to engage with vendors
50% of companies i...
58,000,000
Russian	
  Public	
  Opinion	
  Research	
  Center	
  (VCIOM)	
  
INFLUENCE IS POWERFUL	
  
customer conversations
customer perceptions customer ideas
new levels engagement
 	
  	
  
1. LEVERAGE
CONTENT.
GIVE STUFF AWAY!
CONTENT VALUE	
  
ü  ADVANCE THOUGHT LEADERSHIP
ü  ENHANCE BRAND VISIBILITY
ü  ATTRACT SITE VISITORS
ü  IMPROVE GOOGLE...
A	
  World	
  of	
  Content	
  
Blog posts
Case studies
Podcasts
Webinars
Videos
RSS feeds
White papers
Industry Reports
CONTENT IS A CLICK AWAY…
DDEENNGGII // MMOONNEEYY
TThhee RRuussssiiaa’’ss wweeeekkllyy bbuussiinneessss mmaaggaazziinnee i...
h<p://bit.ly/vB2k9Y	
  
Juniper	
  Cloud	
  
Infographic	
  
A CONTENT DASHBOARD
SHARE
 	
  	
  
2. CONVERSATION.
START IT…OWN IT
WHERE	
  	
  DO	
  	
  CUSTOMERS	
  	
  HANG	
  OUT?	
  
WHERE	
  	
  DO	
  	
  CUSTOMERS	
  	
  HANG	
  OUT?	
  
•  ONLINE TECHNOLOGY PUBLICATIONS
•  IT BLOGS
•  NETWORKING OR SE...
ENGAGE	
  
ENGAGE	
  
•  HAVE A DIALOGUE
•  DON'T 'PUSH' MARKETING CONTENT
•  ASK QUESTIONS
•  LISTEN
•  SHARE YOUR EXPERTISE
•  JOIN...
РОССИЯ
•  Promote offers
•  Give product/
services news
•  Create groups
Groups Directory/Network Engineers/Network Marketing
Twitter
Search
Measuring	
  Success	
  
Unique Page Views
Time on Page
Total Pages Viewed
Referring Traffic
GOOGLE ANALYTICS MEASURES:
1.  Am I getting positive exposure?
2.  Are my sales staff or engineers
showing up online (Linkedin expert)
3. Am I gettin...
3. TAKE IT TO THE
CLOUD
TAKE MARKETING TO THE CLOUD
LET	
  SOMEONE	
  	
  
ELSE	
  DO	
  THE	
  	
  
HEAVY	
  LIFTING	
  
LET	
  SOMEONE	
  	
  
ELSE	
  DO	
  THE	
  	
  
HEAVY	
  LIFTING	
  
EXERCISE
YOUR
INFLUENCE
MUSCLE
CONCIERGE PROVIDES VIDEO
CONTENT FOR YOUR SITE
h"ps://business.twi"er.com/smallbiz/	
  
“HOW TO” GUIDE FOR TWITTER
CIO.COM FOR CONTENT FEEDS
http://www.cio.com/feeds
ü  Make sure your site is mobile
friendly. Build it once.
ü  Make your marketing more
visual.
ü  Have one person on sta...
www.	
  twi"er.com/#!/ldIerney	
  
www.linkedin.com/in/luanneIerney	
  
lIerney@juniper.net	
  
Luanne	
  Tierney	
  
Vice...
Building Online Influence (Russia)
Building Online Influence (Russia)
Building Online Influence (Russia)
Building Online Influence (Russia)
Building Online Influence (Russia)
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Building Online Influence (Russia)

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Targeted at Juniper Network's Russian partners, this presentation outlines steps you can take to increase your online presence and how to create influence through content marketing.

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Building Online Influence (Russia)

  1. 1. Luanne Tierney Vice President, Worldwide Partner Marketing Juniper Networks HOW  TO  BUILD  INFLUENCE  ONLINE   FOR  RUSSIAN  PARTNERS  
  2. 2. WHY IS INFLUENCE IMPORTANT?
  3. 3. h"p://www.insideview.com/social-­‐selling   1/3 global buyers use social media to engage with vendors 50% of companies in Russia use social media for business 41% B2Bs on Facebook generate leads h"p://rt.com/business/news/russia-­‐social-­‐network-­‐business-­‐735/  
  4. 4. 58,000,000 Russian  Public  Opinion  Research  Center  (VCIOM)  
  5. 5. INFLUENCE IS POWERFUL   customer conversations customer perceptions customer ideas new levels engagement
  6. 6.       1. LEVERAGE CONTENT. GIVE STUFF AWAY!
  7. 7. CONTENT VALUE   ü  ADVANCE THOUGHT LEADERSHIP ü  ENHANCE BRAND VISIBILITY ü  ATTRACT SITE VISITORS ü  IMPROVE GOOGLE RANKING ü  GENERATE LEADS
  8. 8. A  World  of  Content   Blog posts Case studies Podcasts Webinars Videos RSS feeds White papers Industry Reports
  9. 9. CONTENT IS A CLICK AWAY… DDEENNGGII // MMOONNEEYY TThhee RRuussssiiaa’’ss wweeeekkllyy bbuussiinneessss mmaaggaazziinnee iissssuueedd oonn MMoonndd MARKET POSITION: Dengi is an influential weekly business magazine in Russia and the CIS’ countrie relevant themes that are of interest to managers and gives comprehensive, pra information on economical and financial issues. Dengi Readership (NRS Russia May – Oct 2009) 349 000
  10. 10. h<p://bit.ly/vB2k9Y   Juniper  Cloud   Infographic  
  11. 11. A CONTENT DASHBOARD
  12. 12. SHARE
  13. 13.       2. CONVERSATION. START IT…OWN IT
  14. 14. WHERE    DO    CUSTOMERS    HANG  OUT?  
  15. 15. WHERE    DO    CUSTOMERS    HANG  OUT?   •  ONLINE TECHNOLOGY PUBLICATIONS •  IT BLOGS •  NETWORKING OR SECURITY FORUMS •  TECH COMMENT SECTIONS OF MAJOR NEWS SITES •  LINKEDIN TECH GROUPS
  16. 16. ENGAGE  
  17. 17. ENGAGE   •  HAVE A DIALOGUE •  DON'T 'PUSH' MARKETING CONTENT •  ASK QUESTIONS •  LISTEN •  SHARE YOUR EXPERTISE •  JOIN ON-GOING CONVERSATIONS •  START CONVERSATIONS IN FORUMS
  18. 18. РОССИЯ
  19. 19. •  Promote offers •  Give product/ services news •  Create groups
  20. 20. Groups Directory/Network Engineers/Network Marketing
  21. 21. Twitter Search
  22. 22. Measuring  Success   Unique Page Views Time on Page Total Pages Viewed Referring Traffic GOOGLE ANALYTICS MEASURES:
  23. 23. 1.  Am I getting positive exposure? 2.  Are my sales staff or engineers showing up online (Linkedin expert) 3. Am I getting increased attendance at my events? QuesIons  to  Ask  
  24. 24. 3. TAKE IT TO THE CLOUD
  25. 25. TAKE MARKETING TO THE CLOUD
  26. 26. LET  SOMEONE     ELSE  DO  THE     HEAVY  LIFTING  
  27. 27. LET  SOMEONE     ELSE  DO  THE     HEAVY  LIFTING  
  28. 28. EXERCISE YOUR INFLUENCE MUSCLE
  29. 29. CONCIERGE PROVIDES VIDEO CONTENT FOR YOUR SITE
  30. 30. h"ps://business.twi"er.com/smallbiz/   “HOW TO” GUIDE FOR TWITTER
  31. 31. CIO.COM FOR CONTENT FEEDS http://www.cio.com/feeds
  32. 32. ü  Make sure your site is mobile friendly. Build it once. ü  Make your marketing more visual. ü  Have one person on staff dedicated to content. TO  DO   TOP  3     ACTIONS  TO   CREATE     INFLUENCE   Get  some   content   Start  a   conversaIon   Devote  1  hour  @   week  to  creaIng   influence  for  self   and  company  
  33. 33. www.  twi"er.com/#!/ldIerney   www.linkedin.com/in/luanneIerney   lIerney@juniper.net   Luanne  Tierney   Vice  President,  Worldwide  Partner  MarkeIng       1194  N.  Mathilda  Ave.   Sunnyvale,  CA  94089   Спасибо  

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