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Groundswell Awards 2009 - Juniper Networks

by ‎09-02-2009 01:47 PM - edited ‎09-04-2009 02:45 PM

Groundswell Awards 2009

Category: Spreading


Juniper Networks: Fast Tracking JUNOS Users


Click here to rate and review Juniper Networks' award submission 



Juniper Networks products and technology run the world's largest and most demanding global networks - and JUNOS Software provides the intelligence and scale behind these solutions.  With service providers, enterprises, and public sector organizations using Juniper Networks and JUNOS to create value and accelerate business success, Juniper's online communities are crucial part of how we support, engage and equip our users.  In 2009, we've taken this to a new level by using our online communities as the centerpiece of a campaign to spread the message about helping users get certified on JUNOS software.  Our goal: 14,000 new JUNOS certifications.  Our focus: using social technologies to create a call to action amongst our JUNOS users and to deliver the results.


Laying the Foundation

Juniper had already laid the groundwork for a vibrant community of JUNOS users through our industry-recognized online support program. The Association of Support Professionals (ASP), an international membership organization for customer support managers and professionals, recently recognized Juniper Networks for excellence in online service and support in the Ten Best Web Support Site category for a fourth consecutive year - becoming only the second company ever to record four straight wins.  With this recommendation Juniper Networks also joined ASP's Web Support Hall of Fame, which honors companies achieving "Ten Best" for a minimum of four years.


In November 2007, we added a new dimension to our online support: a fully-featured online community offering user discussions across key product and technology topics and a rich, interactive media experience.  Our goal then (and now) was to create a place for active two-way dialogue with and between our users, enlisting Lithium Technologies for their community platform and expertise.  Since formally launching, the J-Net Community has grown to nearly 8,000 registered users. What started with 60,000 monthly page views in 2007 has now grown to nearly 3 million monthly page views in 2009 - and still counting.  And users aren't simply passengers: we've seen average posts grow from just over 80 per month in 2007 to over 1000 per month now in 2009.  As evidenced from some of our more vibrant discussion threads, the J-Net Community is active - and vocal:







But we certainly didn't stop there.  We continued to add enhancements to the J-Net Community as the viewership has grown to ensure that users want to keep coming back, including:


  • Frequent use of video and user promotions
  • Recognition of users through user rankings and the "Kudos" system
  • Integration of RSS feeds and email subscriptions to discussion topics and Knowledge Base articles, as well as proactive support product alerts via Tech Bulletins

We also added three blogs to the J-Net Community, tailored to suit our increasingly broad base of users and their interests:

  • The Network Ahead: Engages executives and other community members in an open dialogue on topics ranging from JUNOS Software and business model evolution to green networking and business ideology.
  • Architecting the Network: Offers business perspectives on the trends, solutions and driving networking innovation.
  • Networking Now: Technical perspectives on a wide range of topics, from network security to routing and switching.


The JUNOS discussion area has been one of the largest growers, going from just over 2,400 views in November 2007 to almost 200,000 views in August 2009.  As we'll describe shortly, this particular group of users would become a particular area of focus in 2009. 


Connecting the Dots

With the J-Net Community activated, we set our sights expanding our reach with integrated electronic direct mail, Google search campaigns, banner placements and other online communities - namely social networks -- where our users congregate.  The first challenge was in developing our own company understanding of what familiar entities like Facebook, LinkedIn, YouTube, Twitter and social bookmarking services like Digg could actually do to help us drive the business.  To do so, Juniper developed the J-Social program.


J-Social is an interactive guide to social media designed to help Juniper employees and Juniper partners engage in the online social network effectively. In 7-10 minutes each of the nine modules provides education and engagement leveraging:


  • Video vignettes describing the "old way" vs. the "new way"
  • Interactive fun facts and compelling content
  • Short activities driving online membership and engagement
  • Downloadable, instructional content to use later
  • Prizes for completion of all modules (T-Shirt and Certificate)
  • To keep it social, the ability to share the J-Social experience with others





The J-Social pilot was launched in 1H09 to the internal Juniper Marketing team (200+), and fully launched August 24, 2009 to all Juniper employees worldwide (approximately 7,000) and to the entire Juniper partner population globally.  We also developed a set of social media icons for Juniper employees for embedding in their email signatures.  As of September 1, 2009, 1,068 users had already registered and the number is growing daily.


Of course, the J-Social program wasn't the end game. The education and engagement was put to the test with three major company announcements - announcements in which our ability to spread the message was improved measurably by the company's use of online communities:


28-April 2009: IBM Announces Dynamic Infrastructure Data Center Solution with Juniper


  • IBM announces an update to its Dynamic Infrastructure of which Juniper is a critical participant delivering shared vision, technology innovation and a robust product portfolio. Jim Comfort, VP of Enterprise Initiatives at IBM talks about our partnership in this video:
  • A new blog post by Executive Vice President David Yen, video, and accompanying presentation were posted in the J-Net Community on the day of announcement


4-May 2009: Distributed Enterprise Launch 


  • Juniper Networks announced its next generation network infrastructure for the distributed enterprise, including new SRX Series Services Gateways and a new line of EX Series Ethernet Switches.
  • For the first time, updates are published to all three J-Net Community blogs simultaneously:
    • The Network Ahead: "Enhancing the Distributed Enterprise" By Mark Bauhaus
    • Architecting the Network:"Your Network and a Pandemic" by Alex Gray
    • Networking Now:"Remote Site Strategies in Lean Times" by Scott Lucas
  • Ten new videos posted to YouTube
  • Another first, the J-Net Community hosts a live chat event on launch day; and was promoted via Twitter and Facebook
  • Social Media Announcements were delivered Twitter, Facebook and Linked


24-June 2009: Juniper Announces NYSE



In each case, online communities played a significant role in spreading the message to both our users and to the broader industry.  In the case of Distributed Enterprise in particular, online communities and social networks were used for cross-reference: alerting and driving users from one community to information in another.  By the end of July 2009, both Twitter and Facebook had become Top 10 traffic referrers to the J-Net Community.


As of August, growth of our online communities is still on the rise:



With each of these initiatives we gained more insight into truly connecting the dots between our online user communities - from J-Net to Facebook to LinkedIn -- to scale the message and reach the broadest possible audience. Through our increasingly inter-linked communities, we began to see the potential for actively engaging JUNOS software users - and some early successes in reaching our JUNOS community through these channels, including:


  • JUNOS "Day One" booklet -- through posting a description and link on key LinkedIn groups, we achieved a quarterly goal of five user reviews in a matter of hours. All comments were positive and downloads increased dramatically.
  • JUNOS Enterprise Switching book - through posting on key LinkedIn groups, Facebook Twitter and J-Net, we were quickly able to provide valuable information to an audience interested in new networking material. We received numerous positive comments including things like "Just bought the book and it is great. Thanks for telling us about it" and "Thanks, Jeff. I plan to use this as a supplement for the JNCIA-EX".


As we entered 2009, the insight we gained from the use of online communities and these early JUNOS successes would become a critical asset in one of our biggest challenges yet: helping 14,000 new users get certified on JUNOS Software.


Turning Up the JUNOS Volume  -- And Getting Results

For Juniper, there is no greater priority than helping our users adopt and integrate JUNOS Software into their high performance networks - and realize its benefits.   A key step in this process is educating and equipping users with the know-how to make JUNOS Software a part of their daily operations.  Our JUNOS certification and training program offers several ways for users to develop practical expertise with JUNOS, apply those skills to their profession and enrich their careers.


With this in mind, we set a company goal of helping 14,000 new users earn their JUNOS certifications in 2009 - no small feat.  To achieve this, we redesigned our entire Fast Track program - a streamlined portal offering users study materials, a pre-assessment exam, and an automated process for earning discounts on four of our most popular certification exams.  We also created a compelling limited time offer of 100% off the final certification exam for all users of the Fast Track program.   But how to spread the message?  In a word: Community.


On July 20th, we re-launched the Fast Track program with an integrated, multi-touch campaign across the globe.  In addition the tried-and-true tactics of electronic direct mail, search engine marketing, and events promotion, we also put out a massive call to our online communities.  In the first 24 hours of the campaign, we:


  • Announced the program and new offer on our official Twitter feed - and encouraged all of our followers to re-tweet the news
  • Posted an announcement in our J-Net Community along with a new video describing the Fast Track program and its benefits
  • Posted an announcement on the official Juniper Networks Facebook page and started a discussion thread on the topic
  • Posted an announcement to the JUNOS Professionals group and five other related user groups on LinkedIn
  • Created a new JUNOS playlist on the Juniper YouTube channel
  • Launched an advertising campaign on Facebook urging users to "Fast Track" their careers by taking advantage of the 100%-off offer


Through his JUNOS advocacy on these social media channels, Juniper's Jeff Mattan also made a connection with another key community: the industry blogosphere.  Jeff engaged in a dialogue with Network World blogger Brad Reese, who follows the networking certification space and in particular, Cisco.  Brad has now written two favorable posts on Juniper's Fast Track program as a result and continues to follow Jeff on Twitter.




These community engagements yielded substantial increases in traffic to the new Fast Track portal, namely:


  • Visitors to the Fast Track portal have averaged 20,000+ per week since launch
  • Facebook delivered 7.5M ad impressions with a CTR of .03%
  • Nearly 800 visits to our Fast Track site directly from Brad Reese's blog
  • J-Net Community is the top social network referral to the Fast Track portal

Our engagement through social technologies has also given JUNOS Software users a direct channel back to Juniper - a channel that yielded some very gracious feedback.


  • “I want to say thank you for all support from Juniper, I passed on the JNCIS-ER exam today... “
  • “@JUNOSJeff Good to hear that! I do work almost full-time on Juniper stuff now ;-) So I'm building loads of experience”
  • “I took 3 exams thanks to fasttrack vouchers, and I have passed them thanks to the study materials there. Now I am JNCIA-ER, JNCIA-EX and JNCIS-ES!! Now preparing JNCIS-ER, and looking a job with Juniper routers, I like them!!”
  • “@JUNOSJeff sure thing ! Smiley Happy I'll try to win a book , that will "push" me into the JunOS world ! I wanna pass certs !”
  •  “Awesome initiative from Juniper Networks. Two thumbs up!”


However, as we're all aware, there is no substitute for data and since the campaign launched on July 20, the certification results speak for themselves:


  • 100%-off vouchers earned increased from approximately 150 per week to more than 3,000 per week by the end of August, a 1,900% increase
  • Certifications earned have increased from approximately 150 per week to more than 1,000 per week by the end of August, an 560% increase


With these dramatic increases, Juniper is now on track to achieve our 2009 company goal of welcoming 14,000 new users to the JUNOS certification family.  As a small Thank You to our JUNOS users, we used Twitter to offer JUNOS stickers to those who replied and told us which JUNOS certification they'd earned.  This message also crossed over to the LinkedIn community and has resulted in JUNOS stickers being sent across the globe to proud new JUNOS certification holders in Russia, Pakistan, China, Brazil, Germany and across the United States. 


In Conclusion 

We're also continuing to use these active JUNOS community channels to offer new information and benefits to our users.  On September 1, we hosted a JUNOS live chat in our J-Net Community and used Twitter, Facebook and LinkedIn Groups to promote the event. Within a day of posting the event announcement, we had over 500 views of the details and welcomed over 60 attendees to the event itself. Several users also reached out to us directly on LinkedIn and Twitter with comments like, "I'll be there," and "Thanks for this information. I will definitely participate in this session. As I have lot of questions to ask." 


Having established a rock-solid foundation through our online support forum, we developed a basis for engaging our users in a transparent, two-way discussion.  Enhancements to our J-Net Community and integrating social media into our overall approach helped us achieve the scale required to reach our users.  Applying a structured plan to this inter-connected ecosystem of online communities, we were able to offer our users a clear, compelling call-to-action around JUNOS certification.  The certification results we've seen leave no doubt that our approach is making a difference.  Given what we've learned and experienced through the examples we've shared here, we are true believers in the power of online communities for spreading a message to valued users.

Message Edited by ac on 09-02-2009 02:09 PM
Message Edited by ac on 09-02-2009 05:25 PM
Message Edited by ac on 09-04-2009 02:45 PM

by SocialTIS
on ‎09-02-2009 04:23 PM
This is an extremely exciting milestone for all the online advocates that support Juniper's online engagement strategy. I'm curious to hear what others think of this submission.
by IPv6Freely
on ‎09-03-2009 04:01 PM

This is awesome. I love the J-Net community (and plan to spend a ton more time there once I get back into JUNOS - darn CCIE! Smiley Wink


The Twitter integration is amazing, the Juniper people are all so friendly. I am sad however at the loss of JNetTawnee, who really was the most intregral part of the entire thing! Mr @bladefrog too! But nevertheless, it's nice to see a company who understands that they need to reach their customers in new and innovative ways! 


Thanks guys for everything you do, and I'll be sure to check out  J-SOCIAL as soon as I get the chance!!


- Chris aka @IPv6Freely

by Recognized Expert
on ‎09-03-2009 09:01 PM

J-Net has been an excellent resource to use for troubleshooting, for learning, and sometimes for brainstorming.  J-Net to me thrives due to its diverse makeup of Juniper employees mixed in with Juniper customers and resellers.  It gives a broad range of experience, product knowledge and real world experience.  This provides wonderful and rich content that helps to augment the knowledgebase. This is one of the first places I go to for any issue, or when I want to gain knowledge about a new product.  


I look forward to checking out some of the other social networking mediums that Juniper uses.   Thanks for putting this community together.  Its amazing to see the growth after only a short period of time.  I look forward to seeing how this place grows and evolves.


by SocialTIS
on ‎09-04-2009 10:37 AM

In case you want to rate Juniper's 2009 Groundswell submission go to:


I would also like to provide many thanks to the 100+ who've already voted and rated us as part of the process. We love the support!

by tsodell
on ‎09-15-2009 11:35 AM

Very leading edge! Love the Twitter integration and Twitter representation. Lots of active, friendly and very responsive Juniper users online. I too look forward to seeing further social media applicaitons going forward.


Thanks for all the great stuff!



by tommyp
on ‎09-15-2009 11:48 AM

I'm loving it, I cant tell you how great it is to have this sort of interaction with a vendor.....


Please keep it up!

by JimmyMDCP
on ‎09-15-2009 12:12 PM
The social networking efforts from Juniper have been very helpful with customers that have tunnel vision in respect to network infrastructure vendors.  Keep up the good work!
by DallasGooner
on ‎09-15-2009 01:00 PM

The J-Net commuinty and JunOS help I have got on Twitter has allowed me to get a feel for the real benefits of Juniper. Working in a all Cisco shop but now we have a few Juniper devices and plan on adding more. Plus the open offers of free training and access to real gear is going a long way in helping me move out of my Cisco only box. With out the socail networking aspect we would still be a Cisco only shop. Thanks and keep up the good work!



by stevensh
on ‎09-18-2009 07:49 AM
Very intresting, social media seems to be the NOW and perhaps the long lasting future
by stagira
on ‎09-19-2009 09:05 AM

Sure, it is a very hard job...and time consuming task Smiley Happy


But i think, the result is already here, it allow to be really informed on what's appening. 


Following you !

by sorahl
on ‎09-20-2009 11:30 AM

if not for the twitter portion i would not be finding out how much more there is to find out Smiley Happy also it has been my first step in investigating certification.. many thanks!!

sorahl(John Buxbaum)

by Tinucherian
on ‎09-20-2009 09:54 PM
Excellent initiative ...All the best Juniper !
by muslim
on ‎12-02-2009 07:43 AM

by sheik from salem


   Excellent Juniper Network I am Very like For All free Examination Thank You Juniper.


Design and Architecture Center
About the Author
  • Douglas Richard Hanks Jr. is a Director of Product Management with Juniper Networks and focuses on solution architecture. He is certified with Juniper Networks as JNCIE-ENT #213 and JNCIE-SP #875. Douglas’ interests are network engineering and architecture for enterprise and service provider technologies. He is the author of the Juniper MX Series book by O'Reilly Media and several Day One books published by Juniper Networks Books. Douglas is also the co-founder of the Bay Area Juniper Users Group (BAJUG). Douglas can be reached on Twitter @douglashanksjr.
  • Hiroaki Kato is a Senior Director of Systems Engineering at Juniper Networks and is responsible for managing the Systems Engineering organization in Japan. Before he joined Juniper Networks, Kato served as Japan Country Manager for Red Bend Software. Kato was responsible for overall business operation of Red Bend Software Japan K.K and grew the business in Japan further in mobile and into other industries. Prior to Red Bend, he was with Avaya Japan Ltd. During his time at Avaya Japan, the roles he took include overall operation of Avaya Japan as its Representative Director, Director of Solutions and Engineering and number of other leadership roles in strategy creation and business development. He also spent time at Avaya’s headquarters in New Jersey, USA, working as strategy and operations prime for one of the Avaya’s business units as well as some leadership role for global sales operations organization. Prior to Avaya, he served as the Unit Manager of Telecommunication Infrastructure Business Unit of Mitsubishi Corporation’s Information Systems and Services Group, providing carrier grade telephony systems and associated support to major telecom carriers in Japan. He also served as a board member of MC Techno-Serve Ltd, a 100% subsidiary of Mitsubishi Corporation which provided post sales maintenance of the carrier grade telephony systems Mitsubishi Corporation sold. He holds a bachelor’s degree in Electrical Engineering from Tokyo University and EMOT at Massachusetts Institute of Technology.
  • Lisa Lorenzin is a Principal Solutions Architect with Juniper Networks, specializing in security and mobility solutions, and a contributing member of Trusted Network Connect, a work group of the Trusted Computing Group that defines an open architecture and standards for endpoint integrity and network security. She has worked in a variety of Internet-related roles since 1994, with more than a decade of that focused on network and information security, and is currently concentrating on enterprise security including network segmentation, end-to-end identity-based access control, and integration of mobile security.
  • Tony Ng is an APAC Demo coordinator with Juniper Networks and is responsible for maintaining inventory of lab equipment in Hong Kong, assist with PoC lab projects, and Demo loan shipment.
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