9. SPEED AND PACE OF CHANGE: FACT OR FICTION
- added 200 million new users last year
Christmas 2009 - Amazon sold more electronic books than paper books
A day’s worth (24 hours) of content is uploaded every minute to YouTube
Friday, May 7, 2010
10. SPEED AND PACE OF CHANGE: FACT OR FICTION
- added 200 million new users last year
Christmas 2009 - Amazon sold more electronic books than paper books
A day’s worth (24 hours) of content is uploaded every minute to YouTube
More people return home for their cell phone than their wallet
1984: The largest company in Silicon Valley was Velo-bind, a book binding business
Friday, May 7, 2010
11. SPEED AND PACE OF CHANGE: FACT OR FICTION
- added 200 million new users last year
Christmas 2009 - Amazon sold more electronic books than paper books
A day’s worth (24 hours) of content is uploaded every minute to YouTube
More people return home for their cell phone than their wallet
1984: The largest company in Silicon Valley was Velo-bind, a book binding business
Carlos Dominguez is usually confused with Brad Pitt
Friday, May 7, 2010
16. CHANGE
“ It is not the strongest of the species that survives,
nor the most intelligent, but the one that is most
responsive to change
” -Charles Darwin
Friday, May 7, 2010
ATTENTION
17. embrace
change
experiment
learn
Friday, May 7, 2010
leverage
18. Life Lessons
Develop an Attitude For Personal
Lifelong Change - Embrace It!
Develop A Culture That Is Accepting
Of Change and Rewards Those That
Do.
Friday, May 7, 2010
19. Embrace Change
Experiment
Personal Observation:
Learn Challenges
In LARGE Companies
Leverage
Friday, May 7, 2010
20. There has been a Role Reversal:
Consumers Are Now Driving the Innovation Circle
New Technology
Technology
Investments
Past:
Business
‣ PCs /
Laptops Innovation
‣ Networking circle
‣ E-mail
‣ IP Telephony
Consumer and Large
Mass Adoption Corporations
Source: Cisco IBSG
Friday, May 7, 2010
21. There has been a Role Reversal:
Consumers Are Now Driving the Innovation Circle
New Technology
Technology
Investments Present:
Consumer
Past: ‣ Instant
Business These Are Your New Customers Messaging
‣ Mobility
‣ PCs / These Are Your New Employees
Innovation ‣ Blogs
Laptops
‣ Networking
Expectations are Different ‣ Wikis
circle
‣ E-mail Decisions Criteria Changing ‣ Social Media
‣ IP Telephony ‣ You Tube
‣ Video ‣ Twitter
Large ‣ Virtual World
Corporations Consumer and
Mass Adoption ‣ Gaming
Source: Cisco IBSG
Friday, May 7, 2010
22. How Many of You
Use Facebook?
Friday, May 7, 2010
23. How Many
Block Facebook
On Corporate
Intranet?
Friday, May 7, 2010
24. How Many
Block Facebook
On Corporate
Intranet?
Friday, May 7, 2010
25. Twitter and Facebook:
The New Tools of Productivity or Distraction
‣ 54% of U.S. companies block social
networks completely
‣ Another 19% only permit it for
business purposes
‣ Of that, 10% of companies permit
social networking for personal use
and 16% allow “limited” personal
Robert Half Technology, March 2010
Friday, May 7, 2010
26. Innovation and technology
have always been the flashpoint of debate
and concern over productivity
The telephone
The water cooler
Desktop PCs and eventually personal notebooks
Email
Web 1.0
Minesweeper and Solitaire
Cell phones
Telecommuting
Friday, May 7, 2010
27. OBSERVATION Speed of Change
Oh My God.... I’m Tired
Large Majority of Sr Execs Don’t Use It
CIO’s - Many Fatigued With Technology / Change
-Difficult to Keep Up - Frustrated
-Change in Technology Means More Work
-The Easy Strategy is To Block New Things
“Consumers Technologies Don’t Fit Well in
Business, Security, Productivity”
Friday, May 7, 2010
29. Cisco Brand Outposts on the Social Web
900+ videos
700k views
20 external blogs 350k
Top video:
views/qtr #
TP demo (226k views)
comments up
164%
23 Cisco feeds with 47k
followers, up 60% 79 Cisco groups with 85k
350+ podcasts Top exec: P. Warrior 1M+ fans, up 29%
200k streams followers 16k employees on Cisco
Rated 5 stars on iTunes!
group
150k visitors 300+ photos
50+ events 400k views, up 100%
4.5+ CSAT rating Top set: Cisco Live (2k
views)
Friday, May 7, 2010
30. Social Media Strategy:
Participation is the Currency of the New Economy
ENGAGE LISTEN to the
and apply learning conversation
Meaningful
Participation
PREPARE:
Business
process
change
Friday, May 7, 2010
31. PREPARE
Social Media Compass
Objectives Audiences Strategy
Encourage the use Employees using Social Media Policy
of social media, but… corporate and personal social Educate
Protect both the media Listen
corporation and Participate
individuals External visitors to
corporate social media
Friday, May 7, 2010
32. Your Personal Social
Media Compass Has Not Changed
Abide by
the rules
You are
responsible
Add value
Be honest
Be mindful
Be respectful Be yourself
Friday, May 7, 2010
33. The four-step approach to setting strategy
P People
Assess your customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change
T Technology
Decide which social technologies to use
Source: Forrester Research Q1 2008 B2B Online Social Computing Survey
Friday, May 7, 2010
34. ENGAGE
Blogging at Cisco
blogs.cisco.com
Why…
Create conversations with
customers, partners,
employees and the public
Platform to discuss the role of
the network
Thought leadership
How…
Extensive use of video
increases engagement
Integrated blogs with
communications campaigns
Friday, May 7, 2010
35. Market Awareness
Public Q&A Using Video + Twitter + Blog
Friday, May 7, 2010
36. Communications Launch Activity Results
CEO TelePresence News Briefing
Telepresence audience: Press and analysts from
8 locations: London, Munich, Paris, New York,
Boxborough, San Francisco, San Jose, Toronto
Live web broadcast available to public
Cisco and partners:
Accenture, BMC, EMC, Intel,
Microsoft, VMware 3.96 Billion Media Impact
Record high traffic for Cisco blogs. 500+
comments in blogosphere about Cisco
3,100 Tweets; 455K Twitter Impressions
21 Published Analyst Reports
100% Sell Side Analysts Issued Reports
Friday, May 7, 2010
37. Measuring Impact
UCS launch;/
Earnings Flip
coverage coverage
Q3FY09 Data: Top 300 Traditional Media, Top 150 New Media; Financial Analyst
Data; Industry Analyst Data
Friday, May 7, 2010
38. Manage Reputation
1.5M+ Total Cisco Followers!
Approx. 25 active feeds
with 3M impressions
Padmasree Warrior
reached 1 Million
followers!
60% average monthly
growth for all Twitter
accounts
Other feed traffic:
– @Ciscosystems
(15,076 followers)
– CiscoPress
(6,245 followers)
– DigitalCribs
(3,516 followers)
List of Cisco Twitter Feeds:
www.twitter.com/ciscosystems http://bit.ly/cNiyA
Friday, May 7, 2010
40. Executive Thought Leadership:
Cisco CTO Padmasree Warrior on Twitter
Uses her Twitter Community of over 1M followers to:
– Amplify Cisco’s voice on Cloud and Unified Computing
– Share technology insights
– Get feedback on her ideas and presentations
Friday, May 7, 2010
42. Communications Center of Excellence
Employee Resource for Social Media Governance & Engagement
Workshop
Schedule
Learning
Discussion
Forum
Friday, May 7, 2010
43. FY10 Reverse Mentoring Program:
Leveraging our Gen Y Workforce to Prepare our Executives
for Web 2.0
Web 2.0 Summit, Gen Y Panel, June 2009 http://wwwin-tools.cisco.com/cmn/jsp/index.jsp?id=89090
Friday, May 7, 2010
45. R EN D
T
VIDEO IS THE KILLER APPLICATION
45
Friday, May 7, 2010
46. By 2014
90% of all consumer internet traffic
and HALF of all mobile traffic will be
VIDEO
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Cisco VNI
Friday, May 7, 2010
47. Work: Cisco TelePresence
Transforming the Way Business Gets Done
“You forget there’s any technology going on between
you and the people you’re meeting with.” - Gartner
“The Best of 2006” “This is a dream come true.”
- BusinessWeek
Friday, May 7, 2010
48. Cisco TelePresence
Launched in October 2006
712 units deployed
150 cities
5,000 weekly meetings
350,000+ Meetings to date
Used 67% or 6-7 hours of a 10-hour day
Saved $260M in travel costs
Run it all with 8 people
550 customers worldwide
Friday, May 7, 2010
49. Cisco Acquisition of
Pure Digital Technologies
March 19th, 2009
‣ #1 video camcorder for 2009
‣ 36% market share
‣ 70% of Flip buyers not in the market for
a camcorder
‣ 4 million+ Flip cameras sold
‣ 98% of all Flip users would recommend
one to friends or family
17
Friday, May 7, 2010
50. Tandberg Brought in Cisco’s Video Vision
‣ Leader in video conferencing
‣ Headquarters in Oslo, Norway
‣ 1,500 employees in Norway, UK and US
Friday, May 7, 2010
51. Tandberg Brought in Cisco’s Video Vision
ove
et Videoconferencing M
Cisco’s Downmark
‣ Leader in video conferencing
‣ Headquarters in Oslo, Norway it h Tandberg Buy
ks Beyond Video w
: Cisco Loo US
‣ 1,500 employees in Norway, UK and
onferencing Is Hot
: 3 Billi on Re asons Why Video C
int
eoc onferencing Footpr cus from
b erg, Broadening Vid ’s pledge to broaden the firm’s fo
Cisco Buying Tand in Cisco
uilding block
The $3 billion acquisition is a major b
areas.
routers and s witches into other
Friday, May 7, 2010
61. Profile Yourself:
Think About Ways You Participate
If you regularly… Your profile is:
Blog, podcast, tweet Creator
Write reviews, post replies Critic
Tag objects, use RSS Collector
Update your profile Joiner
Read blogs Spectator
Do none of the above Inactive
Friday, May 7, 2010
62. Think About Your Objectives:
Find Your Comfort Level For Participating
Profile Example Goal Tools
Creator Amplify word of mouth Blogs
Critic Product development Wikis
Collector Market research RSS
Joiner Public relations Social network
Spectator Canary in the coalmine Brand monitoring
Inactive Getting started Search
Friday, May 7, 2010
63. Key Takeaways
1.Listen to the conversation
2.Prepare…employ the POST model and plan for change
management
3.Engage…join relevant social networks to connect with
influencers/customers
4.Go offline…nurture your influencer relations (host a
TweetUp, blogger roundtable, etc.)
5.Track your success (measure hits, engagement,
conversations, etc.)
6.Optimize your content for search
7.Be yourself and have fun
Friday, May 7, 2010
