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Friday, May 7, 2010
Friday, May 7, 2010
Great Group Of ExpertsAuthors, Bloggers, SM Swami, PR CEO’s
Communications, Consultants, Emerging Media, Marines/Armed Forces
Friday, May 7, 2010
Great Group Of ExpertsAuthors, Bloggers, SM Swami, PR CEO’s
Communications, Consultants, Emerging Media, Marines/Armed Forces
Friday, May 7, 2010
So Here We Are....
Friday, May 7, 2010
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential14184_11_2007
Presentation Topics18 Years at CiscoWork in the Office of the COB / CEOStarted NY Office, Ran SP SegmentFocus Areas:
Innovation and CollaborationFuture of WorkSocial MediaChange Management / LeadershipNew/Emerging Technology
Self-Proclaimed Tech-Nowist
6
Background InformationFriday, May 7, 2010
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 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
Friday, May 7, 2010
Embrace ChangeExperimentLearnLeverage
Speed & Pace of Change
Friday, May 7, 2010
SPEED AND PACE OF CHANGE: FACT OR FICTION
Christmas 2009 - Amazon sold more electronic books than paper books
A day’s worth (24 hours) of content is uploaded every minute to YouTube
- added 200 million new users last year
Friday, May 7, 2010
SPEED AND PACE OF CHANGE: FACT OR FICTION
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
- added 200 million new users last year
Friday, May 7, 2010
SPEED AND PACE OF CHANGE: FACT OR FICTION
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
- added 200 million new users last year
Friday, May 7, 2010
Embrace ChangeExperimentLearnLeverage
Impact & Importance of
ChangeFriday, May 7, 2010
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential14184_11_2007 13Friday, May 7, 2010
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential14139_09_2007 14
Simple Experiment
Fact Change is Hard -But Necessary
Friday, May 7, 2010
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
What Is the Average Lifespan of a Fortune 500 Company?
A.25 YearsB.40 YearsC.60 YearsD.75 YearsE.100 Years
98% of American companies disappear within 11 years
The average lifespan of a company in Japan & Europe is 12 years*
*The Living Company, de Geus, 1997Friday, May 7, 2010
CHANGEIt is not the strongest of the species that survives, nor the most intelligent, but the one that is most responsive to change
“”
-Charles Darwin
ATTENTIONATTENTIONFriday, May 7, 2010
changeembrace
experiment
learnleverage
Friday, May 7, 2010
Develop an Attitude For Personal Lifelong Change - Embrace It!
Develop A Culture That Is Accepting Of Change and Rewards Those That Do.
Life Lessons
Friday, May 7, 2010
Embrace ChangeExperimentLearnLeverage
Personal Observation:Challenges
In LARGE CompaniesFriday, May 7, 2010
There has been a Role Reversal:Consumers Are Now Driving the Innovation Circle
Innovationcircle
New Technology
Large Corporations
Consumer andMass Adoption
Past: Business
‣ PCs / Laptops
‣ Networking
‣ IP Telephony
TechnologyInvestments
*Erik …let’s change this visually.Consumers (Travelers at Marriott) are driving the innovation at Marriot -- Everything relates back to the guest. Guests expecting what they get at home…
Source: Cisco IBSG
Friday, May 7, 2010
There has been a Role Reversal:Consumers Are Now Driving the Innovation Circle
Innovationcircle
New Technology
Large Corporations Consumer and
Mass Adoption
Past: Business
‣ PCs / Laptops
‣ Networking
‣ IP Telephony
‣ Video
TechnologyInvestments Present:
Consumer
‣ Instant Messaging
‣ Mobility
‣ Blogs
‣ Wikis
‣ Social Media
‣ You Tube
‣ Virtual World
‣ Gaming
Source: Cisco IBSG
These Are Your New CustomersThese Are Your New Employees
Expectations are DifferentDecisions Criteria Changing
Friday, May 7, 2010
How Many of You Use Facebook?
Friday, May 7, 2010
How Many Block Facebook
On Corporate Intranet?
Friday, May 7, 2010
How Many Block Facebook
On Corporate Intranet?
Friday, May 7, 2010
‣ 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
Twitter and Facebook: The New Tools of Productivity or Distraction
Friday, May 7, 2010
Innovation and technologyhave always been the flashpoint of debate
and concern over productivity
The telephoneThe water coolerDesktop PCs and eventually personal notebooksEmailWeb 1.0Minesweeper and SolitaireCell phonesTelecommuting
Friday, May 7, 2010
OBSERVATION
Large Majority of Sr Execs Don’t Use ItCIO’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”
Speed of ChangeOh My God.... I’m Tired
Friday, May 7, 2010
Embrace ChangeExperimentLearnLeverage
Social Media @ Cisco
Friday, May 7, 2010
Cisco Brand Outposts on the Social Web
79 Cisco groups with 85k fans, up 29%
16k employees on Cisco group
150k visitors 50+ events
4.5+ CSAT rating
23 Cisco feeds with 47k followers, up 60%
Top exec: P. Warrior 1M+ followers
20 external blogs 350k views/qtr #
comments up 164%
350+ podcasts200k streams
Rated 5 stars on iTunes!
300+ photos400k views, up 100%
Top set: Cisco Live (2k views)
900+ videos700k viewsTop video:
TP demo (226k views)
Friday, May 7, 2010
Social Media Strategy:Participation is the Currency of the New Economy
LISTEN to the conversation
PREPARE: Business
process change
ENGAGEand apply learning
Meaningful Participation
Friday, May 7, 2010
Social Media Compass
ObjectivesEncourage the use
of social media, but… Protect both the corporation and
individuals
AudiencesEmployees using
corporate and personal social media
External visitors tocorporate social media
StrategySocial Media Policy
EducateListen
Participate
PREPARE
Friday, May 7, 2010
Your Personal SocialMedia Compass Has Not Changed
You are responsible
Abide bythe rules
Add value
Be mindfulBe honest
Be respectful Be yourself
Friday, May 7, 2010
The four-step approach to setting strategy
POST
People Assess your customers’ social activities
Objectives Decide what you want to accomplish
Strategy Plan for how relationships with customers will change
Technology Decide which social technologies to use
Source: Forrester Research Q1 2008 B2B Online Social Computing SurveyFriday, May 7, 2010
Blogging at Ciscoblogs.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
ENGAGE
Friday, May 7, 2010
Market AwarenessPublic Q&A Using Video + Twitter + Blog
Friday, May 7, 2010
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
Record high traffic for Cisco blogs. 500+ comments in blogosphere about Cisco
3,100 Tweets; 455K Twitter Impressions21 Published Analyst Reports100% Sell Side Analysts Issued Reports
3.96 Billion Media Impact
Friday, May 7, 2010
Measuring Impact
Q3FY09 Data: Top 300 Traditional Media, Top 150 New Media; Financial Analyst Data; Industry Analyst Data
UCS launch;/Flip
coverageEarnings coverage
Friday, May 7, 2010
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)
www.twitter.com/ciscosystemsList of Cisco Twitter Feeds: http://bit.ly/cNiyA
Friday, May 7, 2010
Respond to the Public
Friday, May 7, 2010
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
Twitter Lessons Learned
One Tweet Ignites a Crisis Our Response
Friday, May 7, 2010
Communications Center of ExcellenceEmployee Resource for Social Media Governance & Engagement
Workshop Schedule
Learning Discussion
Forum
Friday, May 7, 2010
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=89090Friday, May 7, 2010
Embrace ChangeExperimentLearnLeverage
VideoCase Study
Friday, May 7, 2010
TREND
45
VIDEO IS THE KILLER APPLICATIONFriday, May 7, 2010
1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20152000
Source: Cisco VNI
2014
By 201490% of all consumer internet traffic and HALF of all mobile traffic will be
VIDEO
Friday, May 7, 2010
“This is a dream come true.” - BusinessWeek
Work: Cisco TelePresence Transforming the Way Business Gets Done
“The Best of 2006”
“You forget there’s any technology going on between you and the people you’re meeting with.” - Gartner
Friday, May 7, 2010
Cisco TelePresenceLaunched 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 worldwideFriday, May 7, 2010
17
Cisco Acquisition of
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
Pure Digital Technologies
Friday, May 7, 2010
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
Tandberg Brought in Cisco’s Video Vision
‣ Leader in video conferencing‣ Headquarters in Oslo, Norway‣ 1,500 employees in Norway, UK and US
Cisco’s Downmarket Videoconferencing Move
: 3 Billion Reasons Why Video Conferencing Is Hot
: Cisco Looks Beyond Video with Tandberg Buy
Cisco Buying Tandberg, Broadening Videoconferencing Footprint
The $3 billion acquisition is a major building block in Cisco’s pledge to broaden the firm’s focus from
routers and switches into other areas.
Friday, May 7, 2010
Friday, May 7, 2010
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 53
The Medium is the MessageChanging how the world communicates with video
Opportunities to be a part of the story.
Real life use of the products and solutions that tell the
story.
Traditional television advertising to tell the story.
Different sides of the story told in unexpected ways.
EXCITE PROVE
INVOLVE SURPRISE
Friday, May 7, 2010
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 54
EXCITE: “A Town Transformed”Entice your audience to join the story
EducationClassrooms around the world can collaborate and students learn in
new ways.
HealthcareLife is transformed with
emergency and specialized healthcare
available – whenever, wherever.
Public ServicesAny town can be a
better community with community and public services that transform
how we all live.
Video enables new ways to work, live, play and learn.
Friday, May 7, 2010
Friday, May 7, 2010
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 56
PROVE: “Use It”Demonstrate the experience
Embedded video to give product highlights
Video Datasheets
Cisco TelePresence to connect player
and fans
Fan Experience
Cisco TelePresence as a broadcast solution
ESPN News
Friday, May 7, 2010
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 57
INVOLVE: “Provide the Experience”Invite the audience to engage
Content Modules, Webinars using WebEx Events, Embedded
Video
BusinessWeekBusiness Exchange
www.cisco.com
EOS platform to view, rate, comment on and
share videos
The Virtual Event
Online environment hosting events - keynotes, tradeshow
floor, networking lounge
Friday, May 7, 2010
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 58
SURPRISE: “Keep it Fresh”Be unexpected
Product IntegrationKey integrations into the story
NYT.com Video TakeoverStories delivered via video on front page
(January 13, 2010)
Friday, May 7, 2010
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 59
Delivering the Integrated Journey
Video changeshow the worldcommunicates
Traditional Advertising
Web Learning
Online Demonstrations
Product Integrations
Online and Virtual Events
Digital Media
Social Media
Disruptive Media
Friday, May 7, 2010
Embrace ChangeExperimentLearnLeverage
CLOSING COMMENTS
Friday, May 7, 2010
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
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
Key Takeaways
1.Listen to the conversation 2.Prepare…employ the POST model and plan for change
management3.Engage…join relevant social networks to connect with
influencers/customers4.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 search7.Be yourself and have fun
Friday, May 7, 2010
Thank You!
News@Cisco: http://newsroom.cisco.comCisco Blogs: http://blogs.cisco.comYouTube Channel: http://www.youtube.com/CSCOPRTwitter 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
Carlos Dominguezcarlosdominguez.cisco.com
carlosd@cisco.com
http://twitter.com/carlosdominguez
Facebook: carlosdominguez
Friday, May 7, 2010
© 2006 Cisco Systems, Inc. All rights reserved.Friday, May 7, 2010
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