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.

1. Luanne Tierney
Vice President, Worldwide Partner Marketing
Juniper Networks
HOW
TO
BUILD
INFLUENCE
ONLINE
FOR
RUSSIAN
PARTNERS

2. WHY IS
INFLUENCE
IMPORTANT?

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. 58,000,000
Russian
Public
Opinion
Research
Center
(VCIOM)

5. INFLUENCE IS POWERFUL
customer conversations
customer perceptions customer ideas
new levels engagement

6.
1. LEVERAGE
CONTENT.
GIVE STUFF AWAY!

7. CONTENT VALUE
ü ADVANCE THOUGHT LEADERSHIP
ü ENHANCE BRAND VISIBILITY
ü ATTRACT SITE VISITORS
ü IMPROVE GOOGLE RANKING
ü GENERATE LEADS

8. A
World
of
Content
Blog posts
Case studies
Podcasts
Webinars
Videos
RSS feeds
White papers
Industry Reports

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

11. h<p://bit.ly/vB2k9Y
Juniper
Cloud
Infographic

12. A CONTENT DASHBOARD

13. SHARE

15.
2. CONVERSATION.
START IT…OWN IT

16. WHERE
DO
CUSTOMERS
HANG
OUT?

17. WHERE
DO
CUSTOMERS
HANG
OUT?
• ONLINE TECHNOLOGY PUBLICATIONS
• IT BLOGS
• NETWORKING OR SECURITY FORUMS
• TECH COMMENT SECTIONS OF
MAJOR NEWS SITES
• LINKEDIN TECH GROUPS

18. ENGAGE

19. ENGAGE
• HAVE A DIALOGUE
• DON'T 'PUSH' MARKETING CONTENT
• ASK QUESTIONS
• LISTEN
• SHARE YOUR EXPERTISE
• JOIN ON-GOING CONVERSATIONS
• START CONVERSATIONS IN FORUMS

20. РОССИЯ

22. • Promote offers
• Give product/
services news
• Create groups

23. Groups Directory/Network Engineers/Network Marketing

26. Twitter
Search

27. Measuring
Success
Unique Page Views
Time on Page
Total Pages Viewed
Referring Traffic
GOOGLE ANALYTICS MEASURES:

28. 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

29. 3. TAKE IT TO THE
CLOUD

30. TAKE MARKETING TO THE CLOUD

31. LET
SOMEONE
ELSE
DO
THE
HEAVY
LIFTING

32. LET
SOMEONE
ELSE
DO
THE
HEAVY
LIFTING

33. EXERCISE
YOUR
INFLUENCE
MUSCLE

34. CONCIERGE PROVIDES VIDEO
CONTENT FOR YOUR SITE

35. h"ps://business.twi"er.com/smallbiz/
“HOW TO” GUIDE FOR TWITTER

36. CIO.COM FOR CONTENT FEEDS
http://www.cio.com/feeds

37. 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

38. 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