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

1. How Collaboration Can Change the World: Getting Networked in the Networking Age PBWCSeptember 2010 Ayelet Baron VP, Strategy and Transformation Cisco Canada http://twitter.com/ayeletb

2. The Shifts We Trust Strangers 1 2 3 4 5 What’s Possible Setting the Context Some Demographics The Tools

3. 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/

4. 1 Personal Journey: Early Adoption 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 http://www.flickr.com/photos/dimarg/2911584814/

7. Influence Revolution Consumers dictate PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Talk face to face Personal blog Comments on blogs Phone call Social network page Comments on websites Talk face to face Widgets Viral emails Talk to shop worker Phone call Consult a professional Video sharing site Auction websites Talk face to face Talk to shop worker Readers Letters Photo sharing site Wish lists Talk to shop worker Consult a professional Phone in; TV / Radio Chat rooms Ratings on retail sites Readers letters SMS Message boards Reviews on retail sites Phone in; TV / Radio Government, monarchy, religious institutions dictate the agenda Social Bookmarking Price comparison sites Email Professional media dictate Instant Messenger Chat room Social shopping sites Authority is declining Consumer ability to publish Universal McCann, When Did We Start Trusting Strangers?

8. 2 How Social Media is Changing Relationships http://www.flickr.com/photos/matthamm/2945559128/

9. 1.7 Billion – Global Internet Population • Wikipedia has over13 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 andcost Facebook $0 • 78% of consumerstrust 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 aprimary tool to find employees

10. What Social Media is… • 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 Not … • 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 http://linasrivastava.com http://riptideonline.com Social Media Basic Training

13. 3 Demographics

14. The Biggest Emerging Market in the History of the Planet… More than twice the size of developing markets, India and China More than 30% female legislatures in Uganda, Burundi and Macedonia Women’s earned income growing 8.1% vs. 5.8% for men in developing world Fueling Economic Growth New Growth Markets Health, Education & Employment Globally, women control nearly $12 trillion of the overall $18.4 trillion in consumer spending. By 2014, women will control $15 trillion Sources: Goldman Sachs, Boston Consulting Group, Newsweek www.newsweek.com/id/215304 

17. 4 Ongoing Dialogue: The Tools

18. The Internet Of “Things” 14 billion connected devices 300 million connected devices 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Everything is connected – cars, buildings, hospitals, schools, government Source: Forrester Research

19. Essential Elements of Collaboration From… To… Communities

21. Changing the Way We Work, Play, Live and Learn Collaborative Tools Text Voice, Video Social Networking Many Video on Demand Discussion Forums Unified Communications Contact Center Wikis Blogs Number of Stakeholders Email Conferencing IM TelePresence Documents One Vmail “Raising the productivity of employees whose jobs can't be automatedis the next great performance challenge—and the stakes are high.” McKinsey & Company, The 21st Century Organization

24. 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 table Willem van der Horst, Strategist, iris Digital…http://icecream4everyone.blogspot.com/ http://www.flickr.com/photos/misbehave/

26. SUDDENLY MEDIA IS A MASS OF CONVERSATIONS AND YOU CAN’T CONTROL THEM

27. CREATE CONTENT THAT IS REMARKABLE If the web is a mass of conversations, then get talked about Create content and services that are worth passing on Make it as easy as possible for your fans to find it and spread the word http://www.flickr.com/photos/oldflints/

28. 5 What Is Possible?

29. 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”

31. http://kenyaeastellijay.blogspot.com/ Creating Greater Equity with Emerging Technologies • 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

32. SOCIAL MEDIA MAY BE HERE TO STAY BUT THE TOOLS ARE TEMPORARY "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/

34. “It’s about relationships” Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/

35. CALL TO ACTION THE TOOLS ARE OUT THERE WHAT ARE YOUR GOALS? WHAT IS YOUR INVESTMENT? WHAT DOES SUCCESS LOOK LIKE? http://www.flickr.com/photos/stabilo-boss/93136022/

36. 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