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Social Rep CEO & Founder, Chris Kenton, talks with Andrea Jaramillo about his company’s social media syndication tool, Social Media Center. Available on the Juniper Marketing Concierge, the Social Media Center is aimed at helping partners beef up their social selling chops. New features are on the way including a lead gen tool. So listen up to get social savvy. Visit the Social Media Center at http://juni.pr/1PHPcxX for more details.
10 Digital Marketing and Social Trends for 2015
It is that time of year where I review what’s happened in the past 12 months and see what trends I can see starting to emerge for the coming year. Here are my top ten trends, which I think will shape digital marketing in the coming 12 months;
- Social Selling is here for B2B marketing proving returning on investment (ROI) and is my big bet for 2015. Today we see smart organisations utilising the social channels to gain customer insights, competitor insights, employee engagement, brand advocacy and even open up new revenue streams. Social selling will dominate 2015.
- Personalisation – startups using individuals’ social media and digital footprints to create and develop more personalised products from photographs, text and video content created will do well particularly with pricing aimed at the midmarket level. An example from 2014 was wrap.me, we’ll see many businesses like this spring up in 2015.
- Personal Branding verses Corporate Branding – this tiny contender personal branding has been around for a few years now, but it will be a serious brand contender in 2015. Those organisations that embrace individual personal brands within the enterprise structure will win, those that see the corporate brand has more power will lose. The challenge for organisations will be balancing the two.
- New apps and online services for the time poor will start to appear frequently in the app stores from automating simple tasks to personal assistants on your mobile devices. Machine intelligence will be big business in 2015.
- 4G mainstream, 3G clogged networks. 4G will become the network of choice across the majority of the major cities throughout Europe with much of the 3G network clogged with video and data traffic. Users will flock to 4G throughout 2015, as the desire to consume and create more video content rises exponentially. Many Asian countries will continue to trial 5G in the coming year.
- Internet of Things is fast becoming mainstream. More items will become connected to the internet than ever before during 2015. WIFI connections will become the normal for all things manufactured during 2015 drawing in an era of a truly connected world.
- Social advertising will continue to be big hit in 2015 with new innovative formats and larger revenues generated from the major platforms during 2015.
- End user, employee and brand generated video content will become the primary content pieces sort in marketing campaigns throughout 2015. A video strategy and tactics are vital for marketing success in 2015.
- User generated content will continue to be a dominant player in content marketing strategies during 2015. Winners will be those you are able to integrate customer and partner content into the overall corporate content marketing calendar.
- 2015 is the Year of Marketing Advocacy through your employees, customers and partners. It is important for your social and online engagements to be driven by employees because they are our biggest fans and can connect the brand with networks marketing can't access with bought lists and advertising. If you aren't implementing an advocacy programme covering customers, employees and partners through social, then you’re missing a trick. Your competitors will see this and start targeting your customers and install base. Taking opportunities from you during 2015. Don’t miss out on the Year of Advocacy!
So, these are my top ten trends for 2015, which I think will affect digital and social marketing over the coming year. If you feel I’ve missed any key trends, then please share your thoughts and opinions in the comments below.
Happy New Year!
- 3g networks
- 4g networks
- corpoaret branding
- customer advocacy
- digital marketing
- employee advocacy
- internet of things
- marketing advocacy
- new apps
- partner advocacy
- Personal Branding
- social advertising
- social media
- Social Selling
- time poor
- trends 2015
- user genereated content
- video content
Great Article Zoe - Agree with the personalisation of not only the brand but Social Media for the...
Great Article Zoe - Agree with the personalisation of not only the brand but Social Media for the Employer. The stronger the personalisation is of your messages and the more employees channeling their achievements through digital channels the better!
The vision for our partner organization is centered on what we call Innovative Partnering, and a key component to this vision is our Partner Engines. These engines are designed with one purpose in mind… to help you capture the opportunities being created by the new network.
One of our key Partner Engines focuses on communications, and specifically, how we can foster an honest and open two-way dialog with you around our partnership.
To that end, I’m happy to announce our presence on some of the world’s most popular social networks:
|Follow Us on Twitter|
|Like Us on Facebook|
|Subscribe to our YouTube Channel|
|Read Our Blog (which you're currently reading)|
We want to streamline the flow of information to you; delivering what you want, when and how you want it. We also want to keep our finger on the pulse of our partnership, and build engagement with you so we can anticipate changes in the market and adjust course as needed. Most importantly, we want to stimulate innovation and foster a productive dialogue around how we can grow our businesses together.
So take a moment and engage with us through social media!
We want to hear your thoughts on:
- How can we help build a stronger, more innovative partnership with you?
- How can we help you capture the exciting opportunities on the horizon being created by the new network?
- What’s going on in your business, and what’s top of mind for you today?
Recently Juniper Networks hosted two social media workshops in Europe for its partners in the UK and Sweden. After attending the UK session, which was hosted by Luanne Tierney, it sprung to mind that although there is still a lot of buzz around social media, most businesses are not truly utilising it. I hope that the following piece on social business may provoke you to take action within your organisation and start your own social business journey.
Just as email has become a ubiquitous business tool so will social media in the coming years, therefore it is imperative that businesses take notice of social media. When I first started my digital career at Hyundai back in 1997, I was the only person within the organisation that had an email account and access to the Internet. Gradually over time more people were gained access and of course, nowadays working without connectivity is unthinkable. To a large extent social media is following this same pattern within organisations, where only certain people in certain functions are encouraged, or in fact provided, with access to use social channels in their every day work. Without full social media access for all employees within an organisation you can’t expect to develop a social business. Today we see a lot of organisations blocking the use of Facebook, LinkedIn and Twitter within the corporate network. This dictatorial attitude forces employees to use other methods of accessing these sites, bypassing the secure corporate network and accessing social media via their own tablets or mobile devices. It is far better for an organisation to instil social media best practice and governance than it is to demonise social media and drive employees off the network.
Businesses need to realise that social media goes well beyond brand and into engagement with key communities-- that it means empowering employees to use social media in their every day roles to influence, engage and join in conversations about business needs and opportunities. This cumulative engagement that builds over time is what leads to a truly social business.
It is clear that doing what’s always been done will not lead to social business breakthroughs. Businesses should ultimately look to achieve being a social business within three to five years, which means starting now. The first step is to look at social media as a new communication channel, which opens up new opportunities for businesses. Gone are the days where marketing is used in the traditional sense, and classed as a cost centre function. Marketing now needs to prove itself and show return on investment, a contribution to the bottom line and add value to sales pipeline. Social marketing allows for greater engagement in the buyers journey along with assisting the humanisation of brands. Next step is empowering your employees to be your brand advocates and utilise the social channels in their everyday work. Finally encourage your customers to actively be social with you and engage and leverage your content for their benefit.
Plenty of research has taken place over the years that says people don’t form relationships with brands, they form relationships with people. Social media accelerates the formation and depth of relationships by enabling quicker communication and sharing amongst their individual networks. If your employees are not allowed to use the social channels in their every day work then they are limiting their marketing effectiveness in this fast changing social world.
So, what are you waiting for? Make a plan to pilot social media within your organisation. It is easy to get started for Juniper’s partners; first check out the new education programme, then go to the Juniper’s partner marketing concierge to watch the social media videos and download the latest campaign material. Enjoy and good luck!
We're always looking to add new functionality and features in J-Net for our users and we'd like to bring your attention to a new addition. You can now add your Twitter, & Facebook and LinkedIn pages right in your profile. Get more followers and follow more of your peers. Here's the steps to add your social properties:
- Log in to J-Net
- Select the "My Settings" link next to your user name
- Select the "Personal Information" link in the "Personal Information" tab
- Scroll down and enter the data for whichever social property you would like to promote (note that you do not have to enter the complete URL, just the name or handle you use. Hover over the ? for instructions)
- Press save
- Select your J-Net User name to go to your profile page
This is how they appear in your profile:
Look for additional features and functionality coming soon!
Facebook, LinkedIn, YouTube, Twitter, Foursquare, Google+, Hi5, Mixi… the sheer number of social media platforms is staggering and this landscape seems to evolve with every passing day.
Combine this overwhelming environment with all the noise being generated around social media as a key component to your marketing mix, and it can be difficult to figure out where to get started.
And be sure to let us know what you think about our Juniper InnoVAR program and the topics you would like to see covered?
I also want to hear about your own marketing efforts!
- Where are you finding success with your marketing efforts?
- What are some best practices that you're discovering?
- How are you incorporating social networks into your marketing mix?
Sometimes it is hard to remember those roller-deck days before Social Media replaced the business card. Whilst cultural variations do exist, in our industry LinkedIn is generally recognised as the channel most widely used by customers for business purposes. Those well timed approaches when a LinkedIn contact changes jobs, views your profile or likes a competitor update are second nature to us. But Social Selling, for a lot of us that’s a skill we are still learning.
One thing is for sure, you need a social profile to get there. I don’t just mean making sure your picture looks professional and your work history is complete. To be recognised as a trusted advisor and build influence on channels like LinkedIn you need to regularly share content that tells the stories your customer wants to hear. Simply sharing the occasional press release or worse asking for contributions to a never-ending list of cities that don’t contain the letter “a” won’t do the trick. In contrast video based content does work.
That’s why I love the QFX5100 Video Competition we launched last month. It provides our Partners with a great reason to create the sort of compelling information our customers want to hear. Plus if your entry is one of the winners (and some cases even if it’s not) your video clip is pretty much guaranteed to reach a huge audience. You could find your clip shared by Juniper Networks commentators and Juniper Branded Social Media accounts, added to our YouTube Channel and posted on our popular Industry Solutions and Trends blog.
What will it take to create the winning video? It doesn’t matter if you are creating a simple selfie or professional production you must tell a story and have a conversation with your audience. Customers want to see content, let them know who you are after you’ve told the story they want to engage with you in. Always remember “you, you, you” is more engaging than “me, me, me”. Do try and add in some creativity and humour, but most of all have fun. After all everyone wants to hear from people that enjoy what they do!
So to give you a little inspiration, here’s a clip the Juniper team had great fun producing.
Last week we visited with Heather K. Margolis during our Juniper InnoVAR broadcast to learn which social networks truly matter to b2b marketeers. Below is a a guest blog follow-up to that broadcast from Heather. Enjoy!
Last week I had the pleasure of speaking on Juniper's InnoVAR video cast with Luanne about which social media tools really matter. We got some great questions and even more since then so I wanted to share some more information here. I think the top 3 take aways are:
- Provide valuable content so that your audience has a reason to listen to you
- Be authentic. Let people see the real you and understand how/why they should work with you
- Be consistent. While blogging once a week may be a challenge it's important to consistent add value to create your brand
Here is a checklist that we showed during the videocast to help you better engage with prospects and customers online. I'd be happy to answer any questions on Twitter @HeatherMargolis and feel free to connect with me on LinkedIn.
- Set up Google alerts http://www.google.com/alerts for any topics you want to hear mentions about (your name, company, solutions you sell/service)
- Find RSS feeds of interest
- Find aggregator to help you push information and read information in one place (some suggestions: Feedage.com, feedagg.com, feedraider.com, azfeeds.com, technorati.com)
- Make sure your name gets found (we didn't REALLY cover this, suggestions? tell them to talk to an SEO specialist?)
- Set up your company page
- Update your LinkedIn profile
- Increase your connections
- Join 10 groups
- Reply to 2 discussions to get a feel for online conversations
- Start 1 Group discussion
- Find 2 potential events
- Follow the Juniper Partners page
- Set up a page (reluctant to tell people to do this unless it's right for them, suggestions?)
- Put FB page on your website and appropriate marketing materials
- Invite customers to follow you
- Set up a twitter account
- Add a description that tells people why they should follow you
- Add a link to your website
- Follow 100 relevant people (Juniper Partners, Emilio Umeoka, Luanne Tierney)
- Start 3 lists or follow other people's lists
- Add a full page of tweets
Right now a number of big trends, working practices and technologies are colliding to drive organizations to be more inherently Social.
What was seen as 'social media' is now beginning to change not only the external but internal aspects of the modern enterprise. This evolution is increasingly referred to as Social Business and is a major investment area for many of our customers.
For you, our Juniper partners, Social Business provides an opportunity to:
- Improve customer experience and loyalty through social tools
- Lower cost of innovation through co-creation
- Lower cost of talent acquisition and retention through higher engagement
- Increase collaboration in teams
- AND execute better marketing
Our November InnoVAR Broadcast will uncover Social Business and show you practical steps you can take to capitalize on this emerging trend. During the broadcast you’ll be:
- Introduced to the concept and definition of Social Business
- Look at case study example
- Zero in on specific steps to take to become a Social Business
- Identify potential sources of ROI
I hope to see you on the broadcast!