1. Social Business
Hype or Reality?
Ayelet Baron
VP, Strategy and Transformation, Cisco Canada
October 2011
Twitter: @ayeletb
Slideshare.net: ayeletb
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

2. Value of Social Business
15% …. Marketing & Sales Increased revenue
20% …. R&D Increased time to market and successful innovation
30% … Talent Management. Increased speed to knowledge and experts
The rise of the networked enterprise. Web 2.0 finds its payday” – McKinsey Global Survey Results, 2010
Sandy Carter, Get Bold, IBM Cisco Confidential
© 2011 Cisco and/or its affiliates. All rights reserved.

3. A massive opportunity to have a different relationship
with your customers, partners and employees
Co-creation, crowdsourcing, crowdfunding
© 2011 Cisco and/or its affiliates. All rights reserved.
neilperkin.typepad.com/
Cisco Confidential

4. In the old
days, hierarchy
was the network
http://www.slideshare.net/eskimon
Charles Frith, Punk Planning, Bangkok…http://www.charlesfrith.com/
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
http://www.flickr.com/photos/splorp/

5. THE RELATIONSHIP IS NO LONGER LINEAR
Transparent Social media: Marketing and PR
Relationship
Social business: People and
Agile business processes
Authentic
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
http://www.flickr.com/photos/timothyschenck/

6. http://www.slideshare.net/eskimon http://www.slideshare.net/eskimon
http://www.slideshare.net/eskimon
Jason Oke, Director, Strategic Planning, Juniper Park, Canada…http://jasonoke.wordpress.com/
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
http://www.flickr.com/photos/differentperspective/114394347/

7. Three years ago there were
No 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
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
http://mi9.com/uploads/landscape/4154/desert-sand_422_71936.jpg

8. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

9. We Trust Strangers
SOCIAL MEDIA
PRE MEDIA AGE MASS MEDIA AGE AGE
Consumers dictate
Talk face to face Talk face to face
Talk to shop worker Phone call
Talk to shop worker
Consult a professional
Readers letters
Phone in; TV / Radio
Religious
Institutions, state, monarchy http://blogs.cisco.com/
dictate the agenda Professional media dictate
Consumer influence channels
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

10. “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
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11. Choices
http://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=1
94&hovw=259&tx=160&ty=71&sqi=2&page=1&ndsp=28&ved=1t:429,r:14,s:0
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12. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
http://www.flickr.com/photos/merinocroos/2183126257/

13. Some of My Choices
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14. The more interconnected our social graph becomes, the faster new „parasitic‟
applications and new ideas spread
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16. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

17. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

18. Connecting and Collaborating in Business
Connect Attract and Retain
Employees, Customers Talent
and Partners
Any Device
Share, Learn and Mobility
Innovate Multi-Generational
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20. 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
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

21.  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
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

22. The Networked Enterprise
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
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

23. No silos
We compartmentalize creativity
Try to control it, set targets, apply
rules
Make it the domain of particular job
titles
Or 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
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

24. Cisco Cius
Collaboration will be all about
the USER EXPERIENCE any Media…
any Application…
any Device, Client, Platform…
any Time, Anywhere…
any Consumption Model…
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

25. “It‟s about relationships”
Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

26. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

27. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

28. Collaboration Ties to Performance
72 percent of companies that deployed
Collaboration tools reported better performance*
Positive impact to:
 Innovation: 68 percent improvement
 Sales growth: 76 percent improvement
 Profit growth: 71 percent improvement
* Frost and Sullivan study 2009
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

29. 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
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

30. Should We Move to Social Business?
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

31. Thank you.
ayeletb
http://www.linkedin.com/in/ayeletbaron

32. • 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/
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential