Social Networking Fundamentals


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Presented at Geneva Summit
October 2008

Published in: Technology
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  • Social Networking Fundamentals

    1. 1. Ayelet Baron Cisco Leadership Fellow, NetHope Director, Business Development, Emerging Markets, Cisco Http:// October 2008 Social Networking
    2. 2. Social media is people sharing information, having conversations and connecting online
    3. 3. 11,200,000+ articles
    4. 5. 55% Uploaded photos
    5. 6. 200,000,000 blogs 73% of active online users have read a blog 45% have started their own blog Universal McCann Comparative Study on Social Media Trends April 2008
    6. 7. Twitter (microblogging): users publish update under 140-character limit 1,000,000 users per month 200,000 users posting about 3 million messages per day
    7. 8. 57% Joined a social networking site
    8. 9. Creating Unique Global Insight 29 markets 17,000 respondents Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social Media Tracker Power to the People Australia China Singapore Philippines Taiwan South Korea USA Mexico Brazil Japan India Pakistan Hong Kong Canada Turkey UK Denmark Greece Russia Romania France Spain Italy Germany Poland Czech Republic Hungary Netherlands Switzerland Austria
    9. 10. Continual Rise of Social Media: Content Creation Is Mainstream Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social Media Tracker Power to the People NetHope - Collaborating for Results
    10. 11. Influence Revolution PRE MEDIA AGE Talk face to face Talk to shop worker Government, monarchy, religious institutions dictate the agenda MASS MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Talk face to face Phone call Professional media dictate SOCIAL MEDIA AGE Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Talk face to face Phone call SMS Email Instant Messenger Consumers dictate
    11. 12. Emerging Markets Lead The Super Influencers Super Influencers by country, share of active users
    12. 13. The Power of Social Networking
    13. 14. Imagine the Base of the Pyramid Using Social Networks
    14. 16. What Not to Do
    15. 17. University of Mary Washington Faculty Academy 2007 CogLogDog Blog 2007
    16. 20. Twitter is a Bridge for Online Networking But it works best if you’re referenceable in the Social Media Blog You need more than 140 characters Tweets to fully describe and market yourself
    17. 25. The Power of Collaboration
    18. 26. There are so many ways to give back by using social media tools – sharing information, having a conversation and creating a network
    19. 27. Are Twitter Users More Generous than Facebook? Dollars per Click Through Twitter: $4.50 Facebook: $0.29 <ul><li>Twitting for Charity: </li></ul><ul><li>Twitter co-founder Biz Stone launched a campaign asking those with Sept. birthdays to accept online donations in leui of gifts this year </li></ul><ul><li>Donations for Charity:Water, which builds wells in Ethiopia. </li></ul><ul><li>Many did: the site claims to have raised $393,000 since the end of August. </li></ul>
    20. 28. Beth Kanter Raised $200,000
    21. 35. The Power of Social Networking at Cisco
    22. 36. Four Trends Driving Collaboration Technology Mobility Content <ul><li>Continuous Connectivity </li></ul><ul><li>Virtualization </li></ul><ul><li>Service-oriented Architecture </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Globalization </li></ul><ul><li>Scale  Speed </li></ul><ul><li>Empowered </li></ul><ul><li>Employees </li></ul><ul><li>Consumer </li></ul><ul><li>Green </li></ul>Business <ul><li>Employees Increasingly Mobile </li></ul><ul><li>Easily Accessible Content Required </li></ul><ul><li>Multiple Methods of Reaching People </li></ul><ul><li>Devices/Apps are proliferating </li></ul><ul><li>Current Content </li></ul><ul><li>Email, documents </li></ul><ul><li>New Content </li></ul><ul><li>Wikis, blogs, forums </li></ul><ul><li>Video </li></ul>
    23. 37. And its All Happening Now! Technology Mobility Content Business Organizations Are Facing Tremendous Challenges Enterprise Organization
    24. 38. Enterprises Challenged to Keep Pace Users Taking Matters into Their Own Hands Office Technology Organization Employee
    25. 39. The Role of IT: Synchronization Chaos Lead and Win Lead and Win Embrace or Fail Embrace or Fail Control Control Chaos Chaos
    26. 40. The Communication & Collaboration Story Web 2.0 Workforce Experience Goal is to drive productivity, growth and innovation Communicate more effectively and efficiently Collaborate Internally and externally Learn from all the right people, resources, and content at the right time Connect
    27. 41. Essential Elements of the Cisco Workforce Experience Web 2.0 Workforce Experience Result is an integrated, personalized, relevant workspace Web 2.0 Tools & Technologies Blogs RSS Wikis Content & Workforce Data Search Content Workforce Data ID Mgmt Cisco Technology TelePresence UC & Meeting Place Applications & Services HR Apps - Sample Services - Pricing Employee Directory
    28. 42. Roadmap Framework and Technology Personalized and Relevant Functional Business Process <ul><li>Wikis </li></ul><ul><li>Blogs </li></ul><ul><li>Discussion Forums </li></ul><ul><li>RSS Reader </li></ul><ul><li>C-Vision </li></ul><ul><li>Directory 3.0 </li></ul><ul><li>Ciscopedia </li></ul><ul><li>Tagging </li></ul><ul><li>WebEx for Sales / CA </li></ul><ul><li>WebEx Connect Beta </li></ul><ul><li>WebEx / MP Integration </li></ul><ul><li>WebEx Connect Production </li></ul><ul><li>UC Client Launch </li></ul><ul><li>UC / WebEx Integration </li></ul><ul><li>Workforce data </li></ul><ul><li>Search </li></ul><ul><li>Enterprise Content Management </li></ul><ul><li>Identity Management </li></ul><ul><li>Enterprise Single Sign-on and security </li></ul>Applications & Services Live Live Content & Workforce Data Applications & Services Web 2.0 Tools & Technologies Cisco Technology
    29. 43. So What Does All This Mean? NetHope - Collaborating for Results
    31. 45. The New Landscape Content Creators Network of Networks Trusting Strangers <ul><li>Hundreds of millions of us are content creators with billions of opinions online </li></ul><ul><li>World’s collective thinking is online and published, a first in history </li></ul><ul><li>Web expanded our networks to include people we don’t know and people we used to know </li></ul><ul><li>Digital channels encourage more frequent interaction and make it easier to share influence </li></ul><ul><ul><li>Wealth of channels </li></ul></ul><ul><ul><li>New form of casual influence </li></ul></ul><ul><ul><li>Trust recommendation from strangers </li></ul></ul><ul><ul><li>Trust in social media channels more than paid-for communications </li></ul></ul>NetHope - Collaborating for Results
    32. 46. Social Media Will be the Rule, Not the Exception <ul><li>Millennials will outnumber Boomers and Gen Xers by 2010 </li></ul><ul><li>80% of Millennials are using social networking sites </li></ul><ul><li>They trust their peers more than the ‘establishment’ </li></ul>
    33. 47. The Tools Are Out There … It’s What We Do With Them
    34. 48. Getting Involved: Develop An Online Presence and Identity Using Multiple Tools Immerse yourself in conversations with your community Interact with active communities online Create dialogues and exchanges – enable, inspire and engage Be open, authentic and people driven NetHope - Collaborating for Results
    35. 49. This presentation was created thanks to my social network <ul><li>Beth’s Blog: How Nonprofits Can Use Social Media http:// </li></ul><ul><li>Using Online Social Networks to Build Buzz, Community & Support for Your Cause, Jonathan Colman, The Nature Conservatory </li></ul><ul><li>Universal McCann, When Did We Start Trusting Strangers? Sept. 2008 </li></ul><ul><li>Marta Z. Kagan, What the F is Social Media? </li></ul><ul><li>Http:// </li></ul><ul><li>Http:// </li></ul><ul><li>Http:// </li></ul><ul><li>Http:// </li></ul><ul><li>etc. </li></ul>
    36. 50. &quot;In 2008, if you're not on a social networking site, you're not on the Internet.&quot; Interactive Advertising Bureau Platform Status Report, April 2008
    37. 51. Social Networking Initiative at NetHope <ul><li>Goals </li></ul><ul><li>Research and identify specific tools that can be used in the NGO community </li></ul><ul><li>Meet and interview key stakeholders in NGO environment, social media experts and key corporate partners like Google, Microsoft, etc. to identify best practices and case studies </li></ul><ul><li>Create a strategy for NetHope to improve information sharing and community building by leveraging existing tools and introducing new solutions </li></ul><ul><li>Provide members with options of tools they can use in different scenarios and a proposed implementation plan </li></ul><ul><li>Expected Outcomes </li></ul><ul><li>Case studies and best practices members can use </li></ul><ul><li>Recommendations for a social networking strategy for NetHope </li></ul><ul><li>Social networking strategy for member organizations with scenarios </li></ul><ul><ul><li>Playbooks on 3 common areas </li></ul></ul>Need collaborators!