world according to peter
DESCRIPTION
World According to PeterTRANSCRIPT
PETER HEFFRING
World According to Peter17 years, 3 Million Miles, 30+ Countries
“A leader must not only have a point of view
about the future, but must foresee how to
win in that future and how
to make that future
materialize”
- Sun Tzu, The Art of War
What is Mission Possible?
MICHIO KAKUPHYSICS OF THE FUTURE
• COMPUTERS• AI & NANO• HUMANITY
2000-20302030-20702070-2100
Social Timeline
Social Enterprise Evolution1st gen 2007-2009Experiments
2nd gen 2009-2014Social Silos
3rd gen 2012-2014Integration
4th gen 2013-2015Content Optimization
5th gen 2014-2016Social + CEM
6th gen 2016-2018Unified customer
7th gen 2018-2020Artificial Intelligence
1st gen 2007-2009Experiments
2nd gen 2009-2014Social Silos
3rd gen 2012-2014Integration
4th gen 2013-2015Content Optimization
5th gen 2014-2016Social + CEM
6th gen 2016-2018Unified customer
7th gen 2018-2020Artificial Intelligence
1st Gen 2007-2009Experiments, Facebook centric
1st gen 2007-2009Experiments
3rd gen 2012-2014Integration
4th gen 2013-2015Content Optimization
5th gen 2014-2016Social + CEM
6th gen 2016-2018Unified customer
7th gen 2018-2020Artificial Intelligence
2nd Gen 2009-2014Listening, Publishing, Standalone Apps
2nd gen 2009-2014Social Silos
1st gen 2007-2009Experiments
4th gen 2013-2015Content Optimization
5th gen 2014-2016Social + CEM
6th gen 2016-2018Unified customer
7th gen 2018-2020Artificial Intelligence
3rd Gen 2012-2014Enterprise Social Suite
2nd gen 2009-2014Social Silos
3rd gen 2012-2014Integration
1st gen 2007-2009Experiments
5th gen 2014-2016Social + CEM
6th gen 2016-2018Unified customer
7th gen 2018-2020Artificial Intelligence
4th Gen 2013-2015Optimized Content Marketing
2nd gen 2009-2014Social Silos
3rd gen 2012-2014Integration
4th gen 2013-2015Content Optimization
Consumer Generated
Web Properties
Local Market
Best Content
Public Relations
Listening
EmployeesPeer
ReviewsMedia
CompetitiveBest
Content
Marketing/Agencies
Organic & Paid
CONTENT LIBRARY
Organic & Gamification
National Brand
Local Market Employees Consumers
1st gen 2007-2009Experiments
6th gen 2016-2018Unified customer
7th gen 2018-2020Artificial Intelligence
5th Gen 2014-2016Social + Customer Experience Management
2nd gen 2009-2014Social Silos
3rd gen 2012-2014Integration
4th gen 2013-2015Content Optimization
5th gen 2014-2016Social + CEM
Content Optimization
and Distribution
VOICE OF CUSTOMER (CEM) STAKEHOLDERS
Research and Development
Executives
Human Resources
Sales & Marketing
Customer Care
Operations
Product Management
Blogs
Ratings & Review
Online Communities
Transactions
Call Center
Online Feedback
Chat
Surveys
E-mails
Voice Transcriptions
Social: G+, Youtube, Insttagram, LinkedIn, Pinterest, Tumlblr, …
TRANSFORMATION
1st gen 2007-2009Experiments
7th gen 2018-2020Artificial Intelligence
6th Gen 2016-2018Unified customer profile for true multi-channel marketing
2nd gen 2009-2014Social Silos
3rd gen 2012-2014Integration
4th gen 2013-2015Content Optimization
5th gen 2014-2016Social + CEM
6th gen 2016-2018Unified customer
Cracking the DNA code of each customer and learning over time to communicate and build meaningful relationships throughout the customer journey.
1st gen 2007-2009Experiments
7th Gen 2018-2020Al to determine customer intent (text, image, video)
2nd gen 2009-2014Social Silos
3rd gen 2012-2014Integration
4th gen 2013-2015Content Optimization
5th gen 2014-2016Social + CEM
6th gen 2016-2018Unified customer
7th gen 2018-2020Artificial Intelligence
The Stanford Natural
Language Processing
Group
Mission Possible:What’s Working & What’s Not
Listen, analyze, optimize, collaborate, engage, amplify
1. Integrated Suite: Efficiency and Opportunities
Listen, analyze, optimize, collaborate, engage, amplify
Not at customer level
1. Integrated Suite: Efficiency and Opportunities
Organization and Alignment
2. Integrated Marketing: Paid, Earned, Owned
Track and measure effectiveness
Organization and Alignment
2. Integrated Marketing: Paid, Earned, Owned
Track and measure effectiveness
Not in one Content Repository
Not Cross Channel Marketing
Identify the best performing content and share
3. Content Optimization
Identify the best performing content and share
3. Content Optimization
Not for images and videos basedparsed attributes
Identify Superfans
4. Social Selling, Brand Advocacy & Influencer Marketing
Identify Influencers
Identify Superfans
4. Social Selling, Brand Advocacy & Influencer Marketing
Identify Influencers
Activate employees at scale
Activate fanbase at scale
Alerts in near real time or real time
5. Social Time
Alerts in near real time or real time
5. Social Time
Responding in real time at scale with relevant content
“You must embrace your
customer challenges.
The harder challenge, the
more innovation can occur for our customers and
ourselves”-Peter Heffring, Engineer
Mission Possible