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Social Business: Hype or Reality?

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© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Ayelet Baron VP, Strategy and Transformation, Cisco Canada October 2011 Twitter: @ayeletb Slideshare.net: ayeletb Social Business Hype or Reality? Chance favors the connected mind The increase in connectivity between people creates infinite possibilities for ideas to be shared and acted upon
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Page 1: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Ayelet BaronVP, Strategy and Transformation, Cisco CanadaOctober 2011Twitter: @ayeletbSlideshare.net: ayeletb

Social BusinessHype or Reality?

Chance favors the connected mind

The increase in connectivity between people creates infinite possibilities for ideas to be shared and acted upon

Page 2: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialSandy Carter, Get Bold, IBM

Value of Social Business

15% …. Marketing & Sales Increased revenue20% …. R&D Increased time to market and successful innovation30% … Talent Management. Increased speed to knowledge and expertsThe rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

Page 3: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

A massive opportunity to have a different relationship with your customers, partners and employees

Co-creation, crowdsourcing, crowdfundingneilperkin.typepad.com/

Page 4: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

In the old days, hierarchy was the network

http://www.flickr.com/photos/splorp/

Charles Frith, Punk Planning, Bangkok…http://www.charlesfrith.com/

http://www.slideshare.net/eskimon

Page 5: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

THE RELATIONSHIP IS NO LONGER LINEAR

http://www.flickr.com/photos/timothyschenck/

Social media: Marketing and PR

Social business: People and business processesAgile

Transparent

Authentic

Relationship

Page 6: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidentialhttp://www.flickr.com/photos/differentperspective/114394347/

Jason Oke, Director, Strategic Planning, Juniper Park, Canada…http://jasonoke.wordpress.com/

http://www.slideshare.net/eskimon

http://www.slideshare.net/eskimon http://www.slideshare.net/eskimon

Page 7: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidentialhttp://mi9.com/uploads/landscape/4154/desert-sand_422_71936.jpg

Three years ago there wereNo Smartphones [as we know them today]

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

Page 8: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Page 9: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

We Trust Strangers

PRE MEDIA AGE MASS MEDIA AGESOCIAL MEDIA

AGE

Religious Institutions, state, monarchy dictate the agenda

Consumers dictate

Talk face to face

Talk to shop worker

Consumer influence channels

Authority is declining

Authority is declining

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Talk face to face

Phone call

Professional media dictate http://blogs.cisco.com/

Cons

umer

abi

lity

to p

ublis

h co

nten

t

Page 10: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

“Businesses are no longer the sole creator of a brand; it is now co-created by consumers through shared experiences

and defined by the results of online searches and conversations

… social media has increased the power of the consumer”Brian Solis

Page 11: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Choiceshttp://www.google.com/imgres?imgurl=http://www.furniturehomedesign.com/wp-content/uploads/2008/08/paint-can-11.jpg&imgrefurl=http://www.furniturehomedesign.com/eco-design/green-planet-paints/&usg=__vT8Gv0VoZ3_kl5T9TWoeg5yZokY=&h=600&w=800&sz=103&hl=en&start=0&sig2=G40pJ8tnPLL6-9VRQiLPyg&zoom=1&tbnid=gV6QfjB4ZtNGiM:&tbnh=117&tbnw=156&ei=gZfaTd_QNoPksQOiiY2ODA&prev=/search%3Fq%3Dpaint%26hl%3Den%26biw%3D1280%26bih%3D709%26gbv%3D2%26tbm%3Disch&itbs=1&iact=hc&vpx=117&vpy=383&dur=14&hovh=194&hovw=259&tx=160&ty=71&sqi=2&page=1&ndsp=28&ved=1t:429,r:14,s:0

Page 12: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidentialhttp://www.flickr.com/photos/merinocroos/2183126257/

Page 13: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Some of My Choices

Page 14: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

The more interconnected our social graph becomes, the faster new ‘parasitic’ applications and new ideas spread

Page 15: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Page 16: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Page 17: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Page 18: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Connecting and Collaborating in Business

Connect Employees, Customers and

Partners

Any DeviceMobility

Multi-Generational

Attract and Retain Talent

Share, Learn and Innovate

Page 19: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Page 20: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

New Collaboration Experiences at Cisco Canada

TelePresence Dialogue Café

Reverse Mentoring

Interns/Co-op Students

Early in Career Network

Communities powered by Quad

Social Media Policies and Tools

Focus on Value

Page 21: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

The power to draw resources and people when we need them to solve problems and meet challenges

Relationships, not transactions. Surfing a set of flows usually requires deep, enduring, trusted relationships — because flows are like always-on sets of transactions that happen in continuous time, embedded in a social and cultural matrix

Emergence, not planning. Access — the relationships that power flows — can't be engineered, planned, or forced.

Serendipity, not determinism. "Unexpected encounters that surprise and delight" — that's how the authors describe serendipity, the upside of getting all the above right

Potential, not "product." When serendipity happens, your potential — your capabilities and capacities — grow

Connected Enterprise

Page 22: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

A new class of company is emerging—one that uses collaborative Web 2.0

technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers

The Networked Enterprise

“…fully networked enterprises are not only more likely to be

market leaders or to be gaining market share but also use

management practices that lead to margins higher than those of

companies using the Web in more limited ways.”

Page 23: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

We compartmentalize creativityTry to control it, set targets, apply rulesMake it the domain of particular job titlesOr box it into brainstorming sessions

“The longer you work, the more people want to put you in a silo so they can define who you are on their terms – our job is to never let anyone determine who we are by their

terms” John Jay

No silos

Page 24: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

any Media…

any Application…

any Device, Client, Platform…

any Time, Anywhere…

any Consumption Model…

Collaboration will be all about the USER EXPERIENCE

Cisco Cius

Page 25: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

“It’s about relationships”

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

Page 26: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Page 27: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Page 28: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Collaboration Ties to Performance

* Frost and Sullivan study 2009

Positive impact to:

Innovation: 68 percent improvement

Sales growth: 76 percent improvement

Profit growth: 71 percent improvement

72 percent of companies that deployed Collaboration tools reported better performance*

Page 29: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until

they are indistinguishable from it

"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

Page 30: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Should We Move to Social Business?

Page 31: Social Business: Hype or Reality?

Thank you.

ayeletb

http://www.linkedin.com/in/ayeletbaron

Page 32: Social Business: Hype or Reality?

© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Tapping into the Community• Booz & Company / Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results

• Sandy Carter, Get Bold, IBM -- http://www.slideshare.net/IBM_Lotus

• Rachel Happe, http://community-roundtable.com/

• SIMON KEMP • we are social • RETAIL ASIA ROUNDTABLE, SINGAPORE, 13 OCTOBER 2011, http://www.slideshare.net/eskimon

• The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010

• Neil Perkin, A Presentation About Community, By The Community and Agile planning -- http://www.slideshare.net/neilperkin

• http://www.mediabistro.com/alltwitter/how-to-use-twitter-infographic_b10487

• http://socialtimes.com/recruit-through-social-media-infographic_b71156

• http://mashable.com/2011/08/28/social-media-recruiting-infographic/

• http://ansonalex.com/infographics/text-messaging-statistics-global-infographic/

• http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/


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