World According to Peter
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PETER HEFFRING
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World According to Peter17 years, 3 Million Miles, 30+ Countries
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“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?
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MICHIO KAKUPHYSICS OF THE FUTURE
• COMPUTERS• AI & NANO• HUMANITY
2000-20302030-20702070-2100
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Social Timeline
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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
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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
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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
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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
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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
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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
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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.
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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
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Mission Possible:What’s Working & What’s Not
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Listen, analyze, optimize, collaborate, engage, amplify
1. Integrated Suite: Efficiency and Opportunities
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Listen, analyze, optimize, collaborate, engage, amplify
Not at customer level
1. Integrated Suite: Efficiency and Opportunities
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Organization and Alignment
2. Integrated Marketing: Paid, Earned, Owned
Track and measure effectiveness
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Organization and Alignment
2. Integrated Marketing: Paid, Earned, Owned
Track and measure effectiveness
Not in one Content Repository
Not Cross Channel Marketing
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Identify the best performing content and share
3. Content Optimization
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Identify the best performing content and share
3. Content Optimization
Not for images and videos basedparsed attributes
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Identify Superfans
4. Social Selling, Brand Advocacy & Influencer Marketing
Identify Influencers
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Identify Superfans
4. Social Selling, Brand Advocacy & Influencer Marketing
Identify Influencers
Activate employees at scale
Activate fanbase at scale
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Alerts in near real time or real time
5. Social Time
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Alerts in near real time or real time
5. Social Time
Responding in real time at scale with relevant content
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“You must embrace your
customer challenges.
The harder challenge, the
more innovation can occur for our customers and
ourselves”-Peter Heffring, Engineer
Mission Possible