World According to Peter

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