The document discusses the transformative power of collaboration and social media in the networking age, emphasizing how technology allows individuals and organizations to connect and share information more effectively. It highlights the shift in consumer trust from traditional advertisements to peer recommendations, and the potential for social media to enhance community engagement, particularly in emerging markets. The document also calls for a focus on relationships and meaningful interactions in the evolving landscape of communication.

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

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

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

7. Influence Revolution Universal McCann, When Did We Start Trusting Strangers? Consumer ability to publish Authority is declining 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

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

9. 1.7 Billion – Global Internet Population Wikipedia has over 13 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 and cost Facebook $0 78% of consumers trust 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 a primary tool to find employees

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

13. Demographics 3

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

17. Ongoing Dialogue: The Tools 4

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

19. Essential Elements of Collaboration From… To… Communities Primarily single source Largely asynchronous Multiple sources, multiple devices, multiple applications Non real-time and real time, interactive Inside my organization Dispersed teams, outside my organization Static and pre-defined networks Dynamic teams You find information, people Right time, right people, right resource Inside the firewall, walled off Inclusive, selective, fluid

21. Changing the Way We Work, Play, Live and Learn Text Voice, Video Number of Stakeholders Collaborative Tools One Many TelePresence Vmail Conferencing Documents Email IM Unified Communications Discussion Forums Video on Demand Wikis Blogs Contact Center Social Networking

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

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

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

28. What Is Possible? 5

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. 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 http:// kenyaeastellijay.blogspot.com /

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

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

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

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