Published on November 14, 2012
HOW TO BUILD INFLUENCE ONLINE FOR RUSSIAN PARTNERS Luanne TierneyVice President, Worldwide Partner MarketingJuniper Networks
1/3 global buyers use socialmedia to engage with vendors50% of companies in Russiause social media for business41% B2Bs on Facebookgenerate leads h"p://rt.com/business/news/russia-‐social-‐network-‐business-‐735/ h"p://www.insideview.com/social-‐selling
58,000,000 Russian Public Opinion Research Center (VCIOM)
INFLUENCE IS POWERFUL customer conversations new levels engagementcustomer perceptions customer ideas
1. LEVERAGE CONTENT.GIVE STUFF AWAY!
CONTENT VALUE ü ADVANCE THOUGHT LEADERSHIPü ENHANCE BRAND VISIBILITYü ATTRACT SITE VISITORSü IMPROVE GOOGLE RANKINGü GENERATE LEADS
A World of Content Blog posts Case studies Podcasts Webinars Videos RSS feeds White papers Industry Reports
CONTENT IS A CLICK AWAY… DENGI / MONEY The Russia’s weekly business magazine issued on Mond 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
Juniper Cloud Infographic h<p://bit.ly/vB2k9Y
A CONTENT DASHBOARD
2. CONVERSATION.START IT…OWN IT
WHERE DO CUSTOMERS HANG OUT?
WHERE DO CUSTOMERS HANG OUT? • ONLINE TECHNOLOGY PUBLICATIONS• IT BLOGS• NETWORKING OR SECURITY FORUMS• TECH COMMENT SECTIONS OF MAJOR NEWS SITES• LINKEDIN TECH GROUPS
ENGAGE • HAVE A DIALOGUE• DONT PUSH MARKETING CONTENT• ASK QUESTIONS• LISTEN• SHARE YOUR EXPERTISE• JOIN ON-GOING CONVERSATIONS• START CONVERSATIONS IN FORUMS
• Promote offers• Give product/ services news• Create groups
Groups Directory/Network Engineers/Network Marketing
Measuring Success GOOGLE ANALYTICS MEASURES: Unique Page Views Time on Page Total Pages Viewed Referring Traffic
QuesIons to Ask 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?
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
CONCIERGE PROVIDES VIDEO CONTENT FOR YOUR SITE
“HOW TO” GUIDE FOR TWITTER h"ps://business.twi"er.com/smallbiz/
CIO.COM FOR CONTENT FEEDS http://www.cio.com/feeds
TO DO TOP 3 ü Make sure your site is mobile Get some content ACTIONS TO friendly. Build it once. Start a conversaIon CREATE ü Make your marketing more visual. Devote 1 hour @ week to creaIng INFLUENCE ü dedicated person on staff Have one to content. inﬂuence for self and company
Спасибо Luanne Tierney Vice President, Worldwide Partner MarkeIng 1194 N. Mathilda Ave. Sunnyvale, CA 94089 www. twi"er.com/#!/ldIerney www.linkedin.com/in/luanneIerney lIerney@juniper.net
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