Focus on the

People with

ImpactMeet Ron: Looking for

new opportunities

Hasn’t applied for your

opening, but he’s perfect

for the job.

Meet Zu: Being

treated for a rare

condition

Just wrote that

she can’t afford

her medication.

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 Gina: Cloud

technology expert

1,732 of her friends

opened the link in

her last post.

Social Media for Customer Service Summit

Mark Hatch, CEO

October 22, 2013

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Solving the listening and priority problems

• 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

• Weighted

calculation of a

person’s

followers

• Assigns weight

to channel of

communication

• Measures social

capital

• Frequency a

person speaks

on a specific

topic, weighted

for most recent

• Measures

contextual

relevance

ReachTopic Authority

mPACT

Resonance

• Tracks

dissemination

of

content, covera

ge and

commentary as

it happens

• Enables alerts

when content

goes viral by

“jumping

channels”

Sentiment

• Applied to all

captured

content

• Enables trend

analysis for

industries, topic

s, companies

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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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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 non-

social streams

And historical CRM

data – purchase

history, service records

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Solving the priority problem: proactive

But focus is on

sentiment and content

of relevant

conversations, which

are presented to

service agent for proper

context

Ticket includes social

profile data – impact

score, live links to social

and non-social streams

Alert is created for out-

of-channel customer

service issues – sent to

team of “elite” agents

for proactive outreach

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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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Thank you!

Mark Hatch

CEO

mhatch@mblast.com

617.771.4985

www.mblast.com

Booth 4