world according to peter

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

Facebook

Ratings & Review

Online Communities

Twitter

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