Social Media Conference - Carlos Dominguez

REAL THE HYPE IS
SOCIAL MEDIA IS HERE TO STAY !

Carlos Dominguez
Cisco Systems
Senior Vice President
Ofﬁce of the Chairman and CEO

Monday, June 14, 2010

Not Author Not Expert

Not in PR,
Comm or
Over 50
Advertising

Carlos Dominguez
Cisco Systems
Senior Vice President Not Typical Social Media Presenter
14184_11_2007 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential
2


Carlos Dominguez
Cisco Systems
Senior Vice President Not Typical Social Media Presenter
3


 Constantly Interact with Senior
Executives
Innovation and Collaboration
Future of Work
Social Media
Change Management / Leadership
New/Emerging Technology

Background Information
4


Goal Today - SHARE INSIGHTS

IES -Leverage
ide STR ATEG
Prov
Be Inspired

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

Agenda

‣ Speed and Pace of Change
‣ Importance of Embracing Change
‣ Executive View - Social Media
‣ Suggestions / Recommendations
‣ Closing Comments


Embrace Change
Experiment
Learn Speed & Pace of
Change
Leverage

Carlos’ Prediction
We will see more
change over the next
THREE years than the
previous

25

SPEED AND PACE OF CHANGE: FACT OR FICTION

- added 200 million new users last year

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


Embrace Change
Experiment
Learn Embracing
Change
Leverage

Fact Change Is Hard


Simple Experiment


But there are
at least


What Is the Average Lifespan of a
Fortune 500 Company?
A.25 Years
B.40 Years
C.60 Years
D.75 Years
E.100 Years

© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
*The Living Company, de Geus, 1997 17

Mortality Rates:
Average Lifespan of Multinational
Fortune 500 company is between
40 - 50 years 1/3 of companies Listed
in the 1970 Fortune 500
Vanished by 1983
98% of American Companies
Disappear Within 11 Years

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

Average Lifespan of
Human Being is 75 Years The Living Company,
de Geus, 1997
18


Fortune 500
“ Most Commercial Companies Are Dramatic

”
Failures, At Best Underachievers

-Arie de Geus

ATTENTION

1997
Why most companies live 10 years,
but some live 200 years?
Any common characteristics from the
200 year old companies?

-Arie de Geus

INSIGHT

4 Key Factors For Longevity
1. Sensitivity to Adjust to Change
Environment Remain In Harmony with World

2. Strong Sense of Culture, Connected, Community
Identity Sense Of Belonging
3. Decentralization / Empowerment Invented 20th
Empowerment Century

4. Conservative Frugal, Cash on Hand
Financially


CHANGE
“ It is not the strongest of the species that survives,
nor the most intelligent, but the one that is most
responsive to change
” -Charles Darwin

ATTENTION

Embrace Change
Experiment
Learn of Social Media
Executive View

Leverage

How Many of Your
Sr. Executives
Use Twitter?


How Many of Your
Sr. Executives
Use Facebook?


Something his/her kids use Creates Legal Issues

Impacts Productivity Heard about all of the
negative things in press

Waste of Time Most have never used

14184_11_2007
Executive Perceptions SOCIAL MEDA

How Many
Block Facebook
On Corporate
Intranet?


54% of U.S,
Companies

Presentation_ID © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28

Consumers Are the
Challenge “New” Innovators


There has been a Role Reversal:
Consumers Are Now Driving the Innovation Circle

New Technology
Technology
Investments

Past:
Business

‣ PCs /
Laptops Innovation
‣ Networking circle
‣ E-mail
‣ IP Telephony

Consumer and Large
Mass Adoption Corporations

Source: Cisco IBSG

There has been a Role Reversal:
Consumers Are Now Driving the Innovation Circle

New Technology
Technology
Investments Present:
Consumer

Past: ‣ Instant
Business Messaging
‣ Mobility
‣ PCs /
Laptops Innovation ‣ Blogs
‣ Networking circle ‣ Wikis
‣ E-mail ‣ Social Media
‣ IP Telephony ‣ You Tube
‣ Twitter
Large ‣ Virtual World
Corporations Consumer and
Mass Adoption ‣ Gaming
Source: Cisco IBSG

Innovation and technology
have always been the ﬂashpoint of debate
and concern over productivity

The telephone The water cooler Desktop PCs and Email
eventually personal
notebooks

Web 1.0 Minesweeper Cell Phones Telecommuting
and Solitaire


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


Embrace Change
Experiment
Learn Recommendations
Suggestions

Leverage

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
Presentation_ID © 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 35

Seek to
understand,
engage in
discussion


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


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 Success
Changing the Way World Works, Lives, Learns, Plays


Suggestions / Ideas

‣ 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


Embrace Change
Experiment
Learn Comments
Closing

Leverage

embrace
change
experiment
learn
leverage

YouTube’s Newest Star
Nicholi
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
ak a “Th e App le St o re K id”


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

carlosd@cisco.com

http://twitter.com/carlosdominguez

Facebook: carlosdominguez


Social Media Conference - Carlos Dominguez

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