© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
How Collaboration Can Change the World: Getting Networked in the Networking Age
PBWCSeptember 2010
Ayelet Baron
VP, Strategy and Transformation
Cisco Canadahttp://twitter.com/ayeletb
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
Setting the Context
The ShiftsWe Trust Strangers
SomeDemographics The Tools
What’s Possible
11 22 33 44 55
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
This presentation was created not by one person, but by many. It’s a presentation about the power of connecting with people online and using communities to get it done
http://www.flickr.com/photos/pogonophobia/
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
Personal Journey: Early Adoption1
http://www.flickr.com/photos/dimarg/2911584814/http://www.flickr.com/photos/dimarg/2911584814/
Years to Reach 50 millions Users:
Radio: 38 Years
TV: 13 Years
Internet: 4 Years
Facebook: added 100 million users in less than 9 months
iPhone applications: 1 billion in 9 months
Years to Reach 50 millions Users:
Radio: 38 Years
TV: 13 Years
Internet: 4 Years
Facebook: added 100 million users in less than 9 months
iPhone applications: 1 billion in 9 months
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
Influence Revolution
PRE MEDIA AGE
Talk face to face
Talk to shop worker
Government, monarchy, religious institutions dictate the agenda
MASS MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Talk face to face
Phone call
Professional media dictate
SOCIAL MEDIA AGE
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker
Talk face to face
Phone call
SMS
Instant Messenger
Consumers dictate
Universal McCann, When Did We Start Trusting Strangers? Universal McCann, When Did We Start Trusting Strangers?
Cons
umer
abi
lity
to p
ublis
h
Cons
umer
abi
lity
to p
ublis
h
Authority is declining
Authority is declining
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
How Social Media is Changing Relationships2
http://www.flickr.com/photos/matthamm/2945559128/http://www.flickr.com/photos/matthamm/2945559128/
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
1.7 Billion – Global Internet Population
Wikipedia has over 13 million articles. Some studies show it’s more accurate than Encyclopedia Britannica
Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0
78% of consumers trust peer recommendations; Only 14% trust advertisements
25% of Americans in the past month said they watched a short video, on their phone
80% of companies using LinkedIn as a primary tool to find employees
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
Social Media Basic Training
A way to connect people online to have conversations and exchange information
A way for consumers to communicate directly and connect with brands and people
A way for brands to strengthen communities
Viral, via mobile and web based platforms
A way to connect people online to have conversations and exchange information
A way for consumers to communicate directly and connect with brands and people
A way for brands to strengthen communities
Viral, via mobile and web based platforms
What Social Media is…
Social media is not FREE. Takes time investment and engagement
A strategy
Broadcasting
The are no real experts or gurus
Driven by tools but people
Social media is not FREE. Takes time investment and engagement
A strategy
Broadcasting
The are no real experts or gurus
Driven by tools but people
What Social Media is Not …
http://linasrivastava.com http://riptideonline.com
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
Demographics3
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
The Biggest Emerging Market in the History of the Planet … More than twice the size of developing markets, India and China
Women’s earned income growing 8.1%
vs. 5.8% for men in developing world
More than 30% female legislatures in Uganda, Burundi and
Macedonia
Fueling Economic GrowthNew Growth
MarketsHealth, Education &
Employment
Sources: Goldman Sachs, Boston Consulting Group, Newsweek
www.newsweek.com/id/215304
Globally, women control nearly $12 trillion of the overall $18.4 trillion in consumer spending. By 2014, women will control $15 trillion
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17
Ongoing Dialogue: The Tools
4
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18Source: Forrester Research
2001 20062002 2003 2004 2005 2008 2009 20102007
300 million connected devices
The Internet Of “Things”14 billion connected
devices
Everything is connected – cars, buildings, hospitals, schools, government
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
Essential Elements of CollaborationEssential Elements of Collaboration
From… To…
CommunitiesCommunities
Primarily single source
Largely asynchronous
Multiple sources, multiple devices, multiple applications
Non real-time and real time, interactive
Inside my organization Dispersed teams, outside my organization
Static and pre-defined networks Dynamic teams
You find information, people Right time, right people, right resource
Inside the firewall, walled off Inclusive, selective, fluid
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
Changing the Way We Work, Play, Live and Learn
TextText Voice, VideoVoice, Video
Num
ber o
f Sta
keho
lder
sCollaborative Tools
One
One
Man
yM
any
Unified Unified CommunicationsCommunications
Discussion ForumsDiscussion Forums
Video on Video on DemandDemand
WikisWikis BlogsBlogs ContactContactCenterCenter
Social NetworkingSocial Networking
TelePresenceTelePresence
VmailVmail
ConferencingConferencing
DocumentsDocuments
EmailEmailIMIM
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24
Thousands of people from around the world create, upload, share, discuss and purchase original LEGO creations online every day
Thousands of people from around the world create, upload, share, discuss and purchase original LEGO creations online every day
They probably wouldn’t all fit around this tableThey probably wouldn’t all fit around this table
http://www.flickr.com/photos/misbehave/
Willem van der Horst, Strategist, iris Digital…http://icecream4everyone.blogspot.com/
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26
SUDDENLY MEDIA IS A MASS OF CONVERSATIONS
AND YOU CAN’T CONTROL THEM
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 27
Make it as easy as possible for your fans to find it and spread the word
If the web is a mass of conversations, then get talked
about
Create content and services that are worth passing on
CREATE CONTENT THAT IS REMARKABLE
http://www.flickr.com/photos/oldflints/
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28
What Is Possible?5
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 29
It’s All About the Experience A Personal Message
When people ask me, what will you be doing in the
next 5 years?
“Allowing Cisco customers to experience the future”
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31
Creating Greater Equity with Emerging TechnologiesCreating Greater Equity with Emerging Technologies
http://kenyaeastellijay.blogspot.com/ http://kenyaeastellijay.blogspot.com/
Imagine … The “bottom of the pyramid” using social networking
Think entrepreneurs, members of microfinance self-help groups, and villagers in remote areas of Nepal or Mongolia
Imagine listening to buzzing conversations of micro-entrepreneurs about their products, challenges, needs, ideas, and desires for collaboration
Imagine an entrepreneur in the middle of her village who is literate with her elementary school education and who is now the chief ethnographer of her community, appointed by Nokia, Danone, Unilever, Cisco or any other large MNC.
She is engaged in a two-way conversation, with her reality becoming better known to the outside and corporate world, and her corporate partners are dedicated to designing products that better serve her and her communities' needs
http://www.nextbillion.net/blog/2008/10/10/guest-post-imagine-the-base-of-the-pyramid-using-social-networks
Imagine … The “bottom of the pyramid” using social networking
Think entrepreneurs, members of microfinance self-help groups, and villagers in remote areas of Nepal or Mongolia
Imagine listening to buzzing conversations of micro-entrepreneurs about their products, challenges, needs, ideas, and desires for collaboration
Imagine an entrepreneur in the middle of her village who is literate with her elementary school education and who is now the chief ethnographer of her community, appointed by Nokia, Danone, Unilever, Cisco or any other large MNC.
She is engaged in a two-way conversation, with her reality becoming better known to the outside and corporate world, and her corporate partners are dedicated to designing products that better serve her and her communities' needs
http://www.nextbillion.net/blog/2008/10/10/guest-post-imagine-the-base-of-the-pyramid-using-social-networks
Market size for Information Communications Technology at the base of the pyramid is $51.4 billion http://www.wri.org/publication/the-next-4-billion
Market size for Information Communications Technology at the base of the pyramid is $51.4 billion http://www.wri.org/publication/the-next-4-billion
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 32
"Over and over again, connecting people with one another is what lasts online. Some folks
thought it was about technology, but it's not.“
Seth Godin
Image: http://www.gapingvoid.com/
SOCIAL MEDIA MAY BE HERE TO STAY
BUT THE TOOLS ARE TEMPORARY
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 33
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 34
“It’s about relationships”
Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 35
CALL TO ACTION
WHAT ARE YOUR GOALS?
WHAT IS YOUR INVESTMENT?
WHAT DOES SUCCESS LOOK LIKE?
http://www.flickr.com/photos/stabilo-boss/93136022/http://www.flickr.com/photos/stabilo-boss/93136022/
THE TOOLS ARE OUT THERE
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 36
Community
What’s Next In Media and A Presentation About Community, By The Community, Neil Perkin, http://neilperkin.typepad.com
Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com/
Using Online Social Networks to Build Buzz, Community & Support for Your Cause, Jonathan Colman, The Nature Conservatory
Universal McCann, When Did We Start Trusting Strangers? Sept. 2008
Social Media for Non-Profits: Great opportunity? Colossal waste of time? The answer is YES, Rebecca Leaman