How Collaboration Can Change the World: Getting Networked in the Networking Age

© 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


Setting the Context

The ShiftsWe Trust Strangers

SomeDemographics The Tools

What’s Possible

11 22 33 44 55


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/


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


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

Email

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


How Social Media is Changing Relationships2

http://www.flickr.com/photos/matthamm/2945559128/http://www.flickr.com/photos/matthamm/2945559128/


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


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


Demographics3


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


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


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


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


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/


SUDDENLY MEDIA IS A MASS OF CONVERSATIONS

AND YOU CAN’T CONTROL THEM


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/


What Is Possible?5


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”


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


"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


“It’s about relationships”

Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/


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


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

How Collaboration Can Change the World: Getting Networked in the Networking Age

Business

Transcript of How Collaboration Can Change the World: Getting Networked in the Networking Age