mBLAST CEO Mark Hatch's presentation at Useful Social Media's Social Media for Customer Service Summit, Oct 22, 2013

1. Meet Norman: Just
called your service desk
to say his new car died
Did you know he runs
marketing for a social
media startup?
Meet Zu: Being
treated for a rare
condition
Just wrote that
she can’t afford
her medication.
Meet Gina: Cloud
technology expert
1,732 of her friends
opened the link in
her last post.
Meet Ron: Looking for
new opportunities
Hasn’t applied for your
opening, but he’s perfect
for the job.
Focus on the
People with
Impact
Social Media for Customer Service Summit
Mark Hatch, CEO
October 22, 2013

2. Solving the listening and priority problems
mPACT
Sentiment
• Applied to all
captured
content
• Enables trend
analysis for
industries, topic
s, companies
Topic
• Frequency a
person speaks
on a specific
topic, weighted
for most recent
• Measures
contextual
relevance
Authority
• Number of
follow-on
comments, Tw
eets created
when a person
speaks on a
specific topic
• Accounts for
social capital of
secondary
voices
• Measures
engagement
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Reach
Resonance
• Weighted
calculation of a
person’s
followers
• Tracks
dissemination
of
content, covera
ge and
commentary as
it happens
• Assigns weight
to channel of
communication
• Measures social
capital
• Enables alerts
when content
goes viral by
“jumping
channels”

3. Case study: retail pharmacy
• Goal: improve customer service response to
prescription errors
• Challenge: brand name also a familiar noun
• Solution: customer identification and
engagement, plus social intelligence
• Results:
– Near-real time identification of prescription mis-fills for
rapid customer service response
– Trend data on the historical performance of the
pharmacy against its competitors
– Identification of external factors such as new
medications or FDA warnings
– Insights on overall operational/process issues
– Insights on operational issues by outlet, region, state
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4. Solving the priority problem: reactive
Mark’s call is placed at
the top of a call center
agent’s in-channel
phone queue
Ticket includes both
social profile data –
impact score, live links
to social and nonsocial streams
And historical CRM
data – purchase
history, service records
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5. Solving the priority problem: proactive
Alert is created for outof-channel customer
service issues – sent to
team of “elite” agents
for proactive outreach
Ticket includes social
profile data – impact
score, live links to social
and non-social streams
But focus is on
sentiment and content
of relevant
conversations, which
are presented to
service agent for proper
context
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6. Using resonance analysis to close the loop
mPACT resonance analysis looks beyond the original post to identify individuals whose
mentions and references to the story have the greatest impact on the dissemination of
that story -- enhancing your ability to shape the stories about your brand.
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7. Thank you!
Mark Hatch
CEO
mhatch@mblast.com
617.771.4985
www.mblast.com
Booth 4
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