Digital Impact Summit May 2010, NYC

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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

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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




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




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


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


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

‣ E-mail

‣ 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

‣ E-mail

‣ IP Telephony

‣ Video

TechnologyInvestments Present:

Consumer

‣ Instant Messaging

‣ Mobility

‣ Blogs

‣ Wikis

‣ Social Media

‣ You Tube

‣ Twitter

‣ 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


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

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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


VideoCase Study

Friday, May 7, 2010

TREND

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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

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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


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


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


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


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


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


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

[email protected]

http://twitter.com/carlosdominguez

Facebook: carlosdominguez

Friday, May 7, 2010

mailto:[email protected]

mailto:[email protected]

http://twitter.com

http://twitter.com

© 2006 Cisco Systems, Inc. All rights reserved.Friday, May 7, 2010

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Category:	Technology
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