Digital Impact Summit May 2010, NYC
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The document discusses the speed and impact of change, challenges large companies face with social media, and Cisco's approach to social media. It notes that consumers now drive innovation, that social networks like Facebook and Twitter present challenges for corporate productivity policies, and that Cisco embraces social media through external blogs, videos, podcasts and social networking groups to engage customers and employees.
Digital Impact Summit May 2010, NYC
- 1. 1 Friday, May 7, 2010
- 2. Friday, May 7, 2010
- 3. Great Group Of Experts Authors, Bloggers, SM Swami, PR CEO’s Communications, Consultants, Emerging Media, Marines/Armed Forces Friday, May 7, 2010
- 4. Great Group Of Experts Authors, Bloggers, SM Swami, PR CEO’s Communications, Consultants, Emerging Media, Marines/Armed Forces Friday, May 7, 2010
- 5. So Here We Are.... Friday, May 7, 2010
- 6. Presentation Topics 18 Years at Cisco Work in the Office of the COB / CEO Started NY Office, Ran SP Segment Focus Areas: Innovation and Collaboration Future of Work Social Media Change Management / Leadership New/Emerging Technology Self-Proclaimed Tech-Nowist Background Information 14184_11_2007 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6 Friday, May 7, 2010
- 7. Agenda ‣ Speed and Pace of Change ‣ Impact and Importance of Change ‣ Social Media Challenge - Large Companies ‣ Social Media @ Cisco Systems ‣ Video - Case Study ‣ Closing Comments © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7 Friday, May 7, 2010
- 8. Embrace Change Experiment Speed & Pace of Learn Change Leverage Friday, May 7, 2010
- 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
- 12. Embrace Change Experiment Impact & Learn Importance of Change Leverage Friday, May 7, 2010
- 13. 14184_11_2007 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13 Friday, May 7, 2010
- 14. Simple Experiment Fact 14139_09_2007 Change is Hard -But Necessary © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14 Friday, May 7, 2010
- 15. What Is the Average Lifespan of a Fortune 500 Company? A.25 Years B.40 Years C.60 Years D.75 Years E.100 Years 98% of American companies disappear within 11 years The average lifespan of a company in Japan & Europe is 12 years* © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential *The Living Company, de Geus, 1997 15 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
- 28. Embrace Change Experiment Learn Social Media @ Cisco Leverage 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
- 39. Respond to the Public 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
- 41. Twitter Lessons Learned One Tweet Ignites a Crisis Our Response 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
- 44. Embrace Change Experiment Video Learn Case Study Leverage 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
- 52. Friday, May 7, 2010
- 53. The Medium is the Message Changing how the world communicates with video EXCITE PROVE Traditional television Real life use of the products advertising to tell the story. and solutions that tell the story. INVOLVE SURPRISE Opportunities to be a part of Different sides of the story the story. told in unexpected ways. Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 53 Friday, May 7, 2010
- 54. EXCITE: “A Town Transformed” Entice your audience to join the story Video enables new ways to work, live, play and learn. Healthcare Education Public Services Life is transformed with Classrooms around the Any town can be a emergency and world can collaborate better community with specialized healthcare and students learn in community and public available – new ways. services that transform whenever, wherever. how we all live. Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 54 Friday, May 7, 2010
- 55. Friday, May 7, 2010
- 56. PROVE: “Use It” Demonstrate the experience ESPN News Fan Experience Video Datasheets Cisco TelePresence as a Cisco TelePresence to connect broadcast solution player and fans Embedded video to give product highlights Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 56 Friday, May 7, 2010
- 57. INVOLVE: “Provide the Experience” Invite the audience to engage BusinessWeek The Virtual Event www.cisco.com Business Exchange Content Modules, Webinars Online environment hosting using WebEx Events, Embedded events - keynotes, tradeshow Video floor, networking lounge EOS platform to view, rate, comment on and share videos Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 57 Friday, May 7, 2010
- 58. SURPRISE: “Keep it Fresh” Be unexpected Product Integration NYT.com Video Takeover Key integrations into the story Stories delivered via video on front page (January 13, 2010) Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 58 Friday, May 7, 2010
- 59. Delivering the Integrated Journey Traditional Advertising Disruptive Web Media Learning Video changes Online Social Media how the world Demonstrations communicates Product Digital Media Integrations Online and Virtual Events Presentation_ID © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 59 Friday, May 7, 2010
- 60. Embrace Change Experiment CLOSING Learn COMMENTS Leverage 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
- 64. Thank You! News@Cisco: http://newsroom.cisco.com Cisco Blogs: http://blogs.cisco.com YouTube Channel: http://www.youtube.com/CSCOPR Twitter Channel: http://www.twitter.com/ ciscosystems Facebook Fan Page: http://www.facebook.com/ Cisco Flickr Channel http://www.flickr.com/groups/cisco/ Friday, May 7, 2010
- 65. Carlos Dominguez carlosdominguez.cisco.com carlosd@cisco.com http://twitter.com/carlosdominguez Facebook: carlosdominguez Friday, May 7, 2010
- 66. © 2006 Cisco Systems, Inc. All rights reserved. Friday, May 7, 2010