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mBLAST for Social Media Customer Service Summit
mBLAST for Social Media Customer Service Summit
mBLAST for Social Media Customer Service Summit
mBLAST for Social Media Customer Service Summit
mBLAST for Social Media Customer Service Summit
mBLAST for Social Media Customer Service Summit
mBLAST for Social Media Customer Service Summit
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mBLAST for Social Media Customer Service Summit

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

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

Published in: Social Media, Business, Education
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  • Special class of followers Not all followers are created equal
  • Transcript

    • 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 2 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 3
    • 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 4
    • 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 5
    • 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. 6
    • 7. Thank you! Mark Hatch CEO mhatch@mblast.com 617.771.4985 www.mblast.com Booth 4 7

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