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World According to Peter
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World According to Peter

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World According to Peter

World According to Peter

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    • 1. PETER HEFFRING
    • 2. World According to Peter 17 years, 3 Million Miles, 30+ Countries
    • 3. “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?
    • 4. MICHIO KAKU PHYSICS OF THE FUTURE •COMPUTERS •AI & NANO •HUMANITY 2000-2030 2030-2070 2070-2100
    • 5. Social Timeline
    • 6. Social Enterprise Evolution 1st gen 2007-2009 Experiments 2nd gen 2009-2014 Social Silos 3rd gen 2012-2014 Integration 4th gen 2013-2015 Content Optimization 5th gen 2014-2016 Social + CEM 6th gen 2016-2018 Unified customer 7th gen 2018-2020 Artificial Intelligence
    • 7. 1st gen 2007-2009 Experiments 2nd gen 2009-2014 Social Silos 3rd gen 2012-2014 Integration 4th gen 2013-2015 Content Optimization 5th gen 2014-2016 Social + CEM 6th gen 2016-2018 Unified customer 7th gen 2018-2020 Artificial Intelligence 1st Gen 2007-2009 Experiments, Facebook centric
    • 8. 1st gen 2007-2009 Experiments 3rd gen 2012-2014 Integration 4th gen 2013-2015 Content Optimization 5th gen 2014-2016 Social + CEM 6th gen 2016-2018 Unified customer 7th gen 2018-2020 Artificial Intelligence 2nd Gen 2009-2014 Listening, Publishing, Standalone Apps 2nd gen 2009-2014 Social Silos
    • 9. 1st gen 2007-2009 Experiments 4th gen 2013-2015 Content Optimization 5th gen 2014-2016 Social + CEM 6th gen 2016-2018 Unified customer 7th gen 2018-2020 Artificial Intelligence 3rd Gen 2012-2014 Enterprise Social Suite 2nd gen 2009-2014 Social Silos 3rd gen 2012-2014 Integration
    • 10. 1st gen 2007-2009 Experiments 5th gen 2014-2016 Social + CEM 6th gen 2016-2018 Unified customer 7th gen 2018-2020 Artificial Intelligence 4th Gen 2013-2015 Optimized Content Marketing 2nd gen 2009-2014 Social Silos 3rd gen 2012-2014 Integration 4th gen 2013-2015 Content Optimization Consumer Generated Web Properties Local Market Best Content Public Relations Listening Employees Peer Reviews Media Competitive Best Content Marketing/ Agencies Organic & Paid CONTENT LIBRARY Organic & Gamification National Brand Local Market Employees Consumers
    • 11. 1st gen 2007-2009 Experiments 6th gen 2016-2018 Unified customer 7th gen 2018-2020 Artificial Intelligence 5th Gen 2014-2016 Social + Customer Experience Management 2nd gen 2009-2014 Social Silos 3rd gen 2012-2014 Integration 4th gen 2013-2015 Content Optimization 5th gen 2014-2016 Social + 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, … T R A N S F O R M A T I O N
    • 12. 1st gen 2007-2009 Experiments 7th gen 2018-2020 Artificial Intelligence 6th Gen 2016-2018 Unified customer profile for true multi-channel marketing 2nd gen 2009-2014 Social Silos 3rd gen 2012-2014 Integration 4th gen 2013-2015 Content Optimization 5th gen 2014-2016 Social + CEM 6th gen 2016-2018 Unified customer Cracking the DNA code of each customer and learning over time to communicate and build meaningful relationships throughout the customer journey.
    • 13. 1st gen 2007-2009 Experiments 7th Gen 2018-2020 Al to determine customer intent (text, image, video) 2nd gen 2009-2014 Social Silos 3rd gen 2012-2014 Integration 4th gen 2013-2015 Content Optimization 5th gen 2014-2016 Social + CEM 6th gen 2016-2018 Unified customer 7th gen 2018-2020 Artificial Intelligence The Stanford Natural Language Processing Group
    • 14. Mission Possible: What’s Working & What’s Not
    • 15. Listen, analyze, optimize, collaborate, engage, amplify 1. Integrated Suite: Efficiency and Opportunities
    • 16. Listen, analyze, optimize, collabora te, engage, amplify Not at customer level 1. Integrated Suite: Efficiency and Opportunities
    • 17. Organization and Alignment 2. Integrated Marketing: Paid, Earned, Owned Track and measure effectiveness
    • 18. Organization and Alignment 2. Integrated Marketing: Paid, Earned, Owned Track and measure effectiveness Not in one Content Repository Not Cross Channel Marketing
    • 19. Identify the best performing content and share 3. Content Optimization
    • 20. Identify the best performing content and share 3. Content Optimization Not for images and videos based parsed attributes
    • 21. Identify Superfans 4. Social Selling, Brand Advocacy & Influencer Marketing Identify Influencers
    • 22. Identify Superfans 4. Social Selling, Brand Advocacy & Influencer Marketing Identify Influencers Activate employees at scale Activate fanbase at scale
    • 23. Alerts in near real time or real time 5. Social Time
    • 24. Alerts in near real time or real time 5. Social Time Responding in real time at scale with relevant content
    • 25. “You must embrace your customer challenges. The harder challenge, the more innovation can occur for our customers and ourselves” -Peter Heffring, Engineer Mission Possible

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