World According to Peter

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World According to Peter

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World According to Peter

  1. 1. PETER HEFFRING
  2. 2. World According to Peter 17 years, 3 Million Miles, 30+ Countries
  3. 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. 4. MICHIO KAKU PHYSICS OF THE FUTURE •COMPUTERS •AI & NANO •HUMANITY 2000-2030 2030-2070 2070-2100
  5. 5. Social Timeline
  6. 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. 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. 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. 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. 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. 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. 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. 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. 14. Mission Possible: What’s Working & What’s Not
  15. 15. Listen, analyze, optimize, collaborate, engage, amplify 1. Integrated Suite: Efficiency and Opportunities
  16. 16. Listen, analyze, optimize, collabora te, engage, amplify Not at customer level 1. Integrated Suite: Efficiency and Opportunities
  17. 17. Organization and Alignment 2. Integrated Marketing: Paid, Earned, Owned Track and measure effectiveness
  18. 18. Organization and Alignment 2. Integrated Marketing: Paid, Earned, Owned Track and measure effectiveness Not in one Content Repository Not Cross Channel Marketing
  19. 19. Identify the best performing content and share 3. Content Optimization
  20. 20. Identify the best performing content and share 3. Content Optimization Not for images and videos based parsed attributes
  21. 21. Identify Superfans 4. Social Selling, Brand Advocacy & Influencer Marketing Identify Influencers
  22. 22. Identify Superfans 4. Social Selling, Brand Advocacy & Influencer Marketing Identify Influencers Activate employees at scale Activate fanbase at scale
  23. 23. Alerts in near real time or real time 5. Social Time
  24. 24. Alerts in near real time or real time 5. Social Time Responding in real time at scale with relevant content
  25. 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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