Social Media Conference - Carlos Dominguez

REALTHE HYPE IS

SOCIAL MEDIA IS HERE TO STAY !

Carlos DominguezCisco SystemsSenior Vice PresidentOffice of the Chairman and CEO

Monday, June 14, 2010

© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential14184_11_2007 2


Not Typical Social Media Presenter

Over 50

Not Author Not Expert

Not in PR,Comm or

Advertising




Not Typical Social Media Presenter


© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential14184_11_2007

Constantly Interact with Senior Executives

Innovation and Collaboration

Future of Work

Social Media

Change Management / Leadership

New/Emerging Technology

4

Background InformationMonday, June 14, 2010

© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5

Goal Today

Provide STRATEGIES -Leverage

Be Inspired

- SHARE INSIGHTS

Have Fun



Agenda

‣ Speed and Pace of Change

‣ Importance of Embracing Change

‣ Executive View - Social Media

‣ Suggestions / Recommendations

‣ Closing Comments


Embrace ChangeExperimentLearnLeverage

Speed & Pace of Change


Carlos’ Prediction

We will see morechange over the next

THREE years than the

previous

25Monday, June 14, 2010

SPEED AND PACE OF CHANGE: FACT OR FICTION

Christmas 2009 - Amazon sold more electronic books than paper books

More Video was uploaded to the last last 2 months than if had been airing new content since 1948.

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





EmbracingChange


© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential14184_11_2007 13Monday, June 14, 2010

Fact Change Is Hard



Simple Experiment


But there areat least



What Is the Average Lifespan of a Fortune 500 Company?

A.25 YearsB.40 YearsC.60 YearsD.75 YearsE.100 Years

*The Living Company, de Geus, 1997Monday, June 14, 2010

18

Mortality Rates:

The Living Company,de Geus, 1997

1/3 of companies Listedin the 1970 Fortune 500Vanished by 1983

Average Lifespan of MultinationalFortune 500 company is between40 - 50 years

98% of American CompaniesDisappear Within 11 Years

Average Lifespan of a Company in Japan & Europe is 12 years

Average Lifespan of Human Being is 75 Years


Fortune 500Most Commercial Companies Are Dramatic Failures, At Best Underachievers“ ”

-Arie de Geus

ATTENTIONATTENTIONMonday, June 14, 2010

1997

Why most companies live 10 years, but some live 200 years? Any common characteristics from the 200 year old companies?

-Arie de Geus

INSIGHTMonday, June 14, 2010

4 Key Factors For Longevity

Sensitivity to Environment

ATTENTIONATTENTION

1.

Strong Sense of Identity

2.

Decentralization / Empowerment

3.

Conservative Financially

4.

Adjust to ChangeRemain In Harmony with World

Culture, Connected, CommunitySense Of BelongingEmpowerment Invented 20th Century

Frugal, Cash on Hand


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

ATTENTIONATTENTIONMonday, June 14, 2010


Executive Viewof Social Media


How Many of Your Sr. Executives Use Twitter?


How Many of Your Sr. Executives

Use Facebook?


© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential14184_11_2007 26Executive Perceptions SOCIAL MEDA

Something his/her kids use

Impacts Productivity

Creates Legal Issues

Heard about all of the negative things in press

Waste of Time Most have never used


How ManyBlock Facebook

On Corporate Intranet?


© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 28

54% of U.S, Companies


Challenge Consumers Are the “New” Innovators


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

Source: Cisco IBSG


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

TechnologyInvestments Present:

Consumer

‣ Instant Messaging

‣ Mobility

‣ Blogs

‣ Wikis

‣ Social Media

‣ You Tube

‣ Twitter

‣ Virtual World

‣ Gaming

Source: Cisco IBSG


Innovation and technologyhave always been the flashpoint of debate

and concern over productivity

The telephone The water cooler Desktop PCs and eventually personal

notebooks

Email

Web 1.0 Minesweeperand Solitaire

Cell Phones Telecommuting


Fears and 3 Major Issues

1. Age (Most are from typewriter and Wite-Out Generation)

2. Regulatory - Regulation Full Disclosure - SM is not defined

3. Risk - Potential Offend Customer, Partner, Board. Litigation



SuggestionsRecommendations


© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 35

Social media is enabling one of the greatest transformations in the history of mankind.

Those that embrace and learn to leverage social media, will gain a significant competitive advantage.

Those that don’t will risk not being around.

Carlos Dominguez


Seek to understand, engage in

discussion


37


Impact /Risk

What does it say about culture?■Empowerment/ Trust?■ Innovation?■Competitive Impact?■Attracting Employees?■H.R. / Legal Implications - Employee Breaks Rule

•

38


Understand your company culture, then develop your

Social Media Strategy


© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential14139_09_2007 40Monday, June 14, 2010


Culture - What Is It?

a particular society at a particular time and place

acculturation: all the knowledge and values shared by a society

polish: a highly developed state of perfection; having a flawless or impeccable quality;

the attitudes and behavior that are characteristic of a particular social group or organization;



My Definition

The Heart and Soul of a Company

It’s What You Will Rely on as a Company in Order to Make Decisions. Especially in Stressful Times.



Culture …Key to Cisco’s SuccessChanging the Way World Works, Lives, Learns, Plays


‣ Understand Your Culture - Set Your Strategy

‣ Identify Senior Executive Sponsor

‣ Raise Discussion and Link to Culture

‣ Elevator Pitch - Short and Concise

‣ Experiments and Trials

‣ Limit Sharing of Info in Early Stage

‣ Leverage Generation Y in Company - Reverse Mentoring

‣ Become Change Agent for Your Company

Suggestions / Ideas



ClosingComments


changeembrace

experiment

learnleverage


YouTube’s Newest StarNicholi

White

Video ‣Nicholi White has no camera of his own but uses the equipment at the NYC Apple Store

‣Has recorded 70+ videos

‣10s of thousands of views

aka “The Apple Store Kid”


48



Journey Lead Singer—YouTube

Journey searches YouTube looking for singing talent

They find Arnel Pineda …and he becomes their new lead singer


Incredible time to be ALIVE!

Share these stories with your kids!


Carlos Dominguez carlosdominguez.cisco.com

[email protected]

http://twitter.com/carlosdominguez

Facebook: carlosdominguez


mailto:[email protected]

mailto:[email protected]

http://twitter.com

http://twitter.com

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