Peter Heffring Smart Social

1. PETER HEFFRING

2. Challenges to Being Smart Social
1. HUMAN
2. DATA
3. EFFICIENCY

3. The Human Challenge
Freeing Employees to be Social
• Stuck in hunter/gather mode • Promoting creative thought and
intelligent responses
o Ex: Oreo Dunk In The Dark
Cannot be Hunter/Gathers
Jarod Diamond – Guns/Germs and Steel

4. The Human Challenge
Freeing Employees to be Social
• Want insights that impact business direction or results
• Understand consumer voice
• Response intelligently and timely
• Amplify the Brand Voice

5. The Data Challenge
Unleashing the Insights for better Engagement
• No one can or wants to consume • Integrate, organize, and
the vast amounts of data visualize for insights

6. The Data Challenge Summarized
Data Surplus, Insight Deficit.
"The cloud," "social data," or the overhyped macro label, "big
data" will dominate the tech conversation. While it's true that
more of our data is being collected, mined and stored, that
doesn't mean people know what to do with it. There aren't
enough qualified human beings
(analysts, sociologists, strategists, anthropologists etc) to
mine all this data.
David Armano, Edelman

7. The Data Challenge
Unleashing the Insights for better Engagement
• Integrated data source with common topology
• Elevate data points that matter
• Most analysis massive amount of data at SPEED
• Visualization - Picture is 1000 words
Less than .001% of
the population can
be data scientists

8. The Efficiency Challenge
There is an “I” in Team
• Isolated in the mechanics and • High performance Individuals
process of your job collaborating as a team

9. The Efficiency Challenge
There is an “I” in Team
• Using social data across the organization:
Cross Functional, Cross Brand, Cross Country, Cross Location
• Speed of sharing with consistency and repeatable
• Structure workflow that optimizes every job role and time
• High performers want shortcuts so there is time to share
"It's not just about consuming
content, but sharing it, passing it
on, and adding to it." - @ariannahuff
Individuals do not win the game,
but they help the team to win

10. Challenges to Being Smart Social
1. HUMAN
2. DATA
3. EFFICIENCY