Typically, the upgrade will handle this but if you need to translate those maps, you can run the following:
This little application will import your maps into the Orion database for v10.
With respect to reports, by default, your reports are located on your NPM Server in Volume:\Program Files\SolarWinds\Orion\Reports. Simply copy this folder from your old server to your new one.
As for maps, open any existing map in Network Atlas. Saving it in Network Atlas puts it into your Orion database.