How mBLAST Works

1
How mBLAST Works

• Explaining the core foundation of the mBLAST
  System

November 5, 2009
2
Agenda

• What is mBLAST
• How it works
• All about our APIs and Web Services
• Next steps

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What is mBLAST?
mBLAST is the first Media and Marketing
Relationship Management (MMRM) company, providing
web-based solutions to automate the exchange of
information and strengthen the relationships
between corporate marketing departments, the PR
firms that represent them, and industry
influencers such as publications, analysts,
events / awards-competition organizers,
associations and free-lance journalists.

Media
Companies
mBLAST is Media and Marketing Relationship
Management
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mBLAST More efficient access to Influencers
Sales Supply Chain
Topical Sites (Cnet) Catalogs (Amazon) VARS/Distri
butors (TechData) Sales Force Retail Outlets
(BestBuy)
Influencers
Analyst Reports Buyers Guides Feature
Stories Directories Company Profiles Client
Lists Membership Lists Discussion
Groups FAQs Links Pages Glossaries Web
Broadcasts Speaker Profiles Search Engines
Industry Analysts Financial Analysts Editors/Repor
ters Newsletters Trade Publications Vertical
Topic Sites Web Content Providers Industry
Associations Industry Forums Standards
Bodies Events Organizers
Marketing Information Chain
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mBLAST Works with CRM to Complete Rev. Cycle
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Agenda

• What is mBLAST
• How it works
• All about our APIs and Web Services
• Next steps

7
mBLAST The Marketing Information Chain
mBLAST
Buyers Guides
Directories
Data flows automatically into mBLAST ensuring its
timeliness and accuracy across multiple endpoints
across the Web
Browser Entry
Analyst databases
PR Manager
Newsroom Processes
Speaking Processes
APIs Web Services
Award Processes
Event Databases
mBLAST automates the processes, dramatically
reducing time, cost and errors, while
significantly increasing exposure for firms
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mBLAST Blends Automation with Manual Controls
Vendors
Influencers
Manual process
Multi-User Entry
Proprietary Working Area
Content Server
mBLAST database
Electronic feeds
Automatic Feed Entry (ASCII, XML, RSS, ATOM,
XPRL, Web Services, RosettaNet, etc.)
Data Feeds Solution-API of desired info (Company
Product, Features, Price, Other Info)
Data Files
mBLAST allows total editorial control over data
before it is sent out
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mBLAST Partnership Relationships
Partner
Partner Systems
Automatic Feeds (ASCII, Access, XML, RSS, XPRL,
Web Services, RosettaNet, etc.)
Vendors
Manual process
Proprietary Working Area
Influencer
mBLAST database
Content Server
Electronic feed
Automatic Feed Entry (ASCII, XML, RSS, XPRL,
RosettaNet, etc.)
Data Feeds Solution-API of desired info (Company
Product, Features, Price, Other Info)
Data Files
mBLAST interfaces with partner systems for added
value
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mBLAST Controlled, Secure Process
Influencer Systems
Vendors enter data directly in multi-user fashion
E-commerce engines can directly interface with
mBLAST databases
mBLAST
Vendors can grant access to specific individuals,
publications or leave open
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Agenda

• What is mBLAST
• How it works
• All about our APIs and Web Services
• Next steps

12
Getting data to and from mBLAST via APIs

• mBLAST's system is designed to be open to
  external interfaces, and accepts data in a number
  of import formats and feeds
• mBLAST provides two kinds of APIs
• ATOM/RSS
• mBLAST has defined extensions for ATOM and RSS
  for the most common forms of content in our
  system
• Tell us where to find the file by sending the URL
  to our Customer Support group our system can
  then pick up your data on a scheduled basis
• Web Services
• Used for retrieving information from mBLAST, or
  more sophisticated data management functions
• mBLAST supports a RESTful interface
• You send an HTTP GET or POST to call one of the
  API's methods, and you'll get back an XML
  document in return
• mBLAST also has custom feed APIs for many
  specific implementations

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Getting data to and from mBLAST via APIs

• Sample ATOM Feed mBLASTs Event Extensions (EE)
• EE extends the Atom 1.0 specification
• http//www.ietf.org/html.charters/atompub-charter.
  html
• http//www-128.ibm.com/developerworks/xml/library/
  x-atom10.html
• Sample format for Forum/Association/Standards
  Body Meeting

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Getting data to and from mBLAST via APIs

• Sample ATOM Feed mBLASTs Event Extensions (EE)
• ltfeedgt ltentrygt ltidgt http//www.example.com/prese
  ntations/page333-846273.asp lt/idgt lteventtypegt
  Forum/Association/Standards Body Meeting
  lt/eventtypegt lttitlegt The Passive Optical
  Network Engineering Forum lt/titlegt ltlink
  href"/presentations/page333-846273.asp"/gt
  ltupdatedgt 1 Dec 2005 120000 Z lt/updatedgt
  lteventlocationgt San Francisco, California
  lt/eventlocationgt ltsummarygt The first Forum
  meeting of the Passive Optical Network
  Engineers. lt/summarygt lteventstartdategt 15 Jan
  2006 160000 Z lt/eventstartdategt
  lteventenddategt 17 Jan 2006 240000 Z
  lt/eventenddategt lt/entrygt lt/feedgt

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Agenda

• What is mBLAST
• How it works
• All about our APIs and Web Services
• Next steps

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Whats It Take To Get This Started?
Implementation steps

• Register for a free user account at
  www.mblast.com/register
• Review mBLASTs API and Web Services definitions
  at www.mblast.com/mk/developerzone
• Contact mBLAST Customer Service as needed for
  advice/support
• Send us your URL (ATOM/RSS) so we can query your
  files
• Request end-to-end test of implemented feeds

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Get Started Now!

• mBLAST Customer Support1.860.487.8700
  tel[phone] faxcustsvc_at_mblast.comOnline
  Chat via www.mblast.com 9am-5pm EST

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mBLAST, Inc.

• Enabling The Marketing Information Chain

803 Warrenville RoadMansfield Center, CT
06250(860) 429-0100 tel[phone]
fax custsvc_at_mblast.com
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mBLAST, Inc.

• Supporting the Event Marketing Lifecycle

803 Warrenville RoadMansfield Center, CT
06250(860) 429-0100 tel[phone]
fax custsvc_at_mblast.com
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The Problems with Event Data

• Event data is not static
• Dates change as competing conferences come up and
  as early research shows timing is not right
• Venues change as numbers of exhibitors and
  attendees sign up
• Agendas change as sponsors request changes, as
  news events dictate new approaches, and as
  feedback from the early sales efforts comes in
• Speakers change as employee churn and company
  mergers/acquisitions/bankruptcies/etc. cause
  cancellations and changes
• Associated events change as pre- and
  post-conference sessions are added
• Marketing messages change as 1) all the above
  changes and 2) the event goes through its natural
  marketing lifecycle

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The Problems with Event Data

• The Event Marketing Lifecycle
• Early in an event lifecycle, very little is solid
• Target dates are set aside
• Target venue is reserved
• Target agenda is put together
• The sales cycle provides more meat to the event
• Sponsors are secured
• Conference moderator starts to have an impact (if
  applicable)
• Agenda is revamped
• Dates and venue are tweaked if necessary
• Call for Papers/Speakers, if used, adds real core
  to the agenda
• Speakers, tracks, activities are nailed down
• Pre-conference and post-conference agendas are
  finalized
• Additional speakers, facilities, value
  proposition messages are handled
• Finalized conference agenda, facilities, etc.,
  are in place
• Still additional changes are made right up to the
  show

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The Problems with Event Data

• Mapping this lifecycle to information flows shows
  a huge shortfall
• Early marketing sends out press release, notices
  of the show
• Postings are made to publications, event
  databases, consultants, others
• As changes are made, there is no agreed upon
  process to push revised info to the same outlets
• Postings get out of whack with reality
• Dates are wrong
• Venues are wrong
• Updates to redress industry/company/people
  changes are lost
• All the search engines and other downstream
  information linkages are thus likewise affected
• To maximize the effective marketing for a show,
  all of these outreach channels need to be in sync
  with the source
• As you change a date or venue, it flows through
  to all subscribing information sources

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Using mBLAST For Event Marketing
mBLAST
mBLAST Search
EVDB/Eventful.org
Make changes and data flows automatically to
downstream users, ensuring timeliness and
accuracy across multiple endpoints across the Web
TSNN
Event Marketing Manager
Upcoming.org
Major publisher databases
Topic specific engines
Other event databases
mBLAST provides complete flowthrough of event
marketing data to coincide with the event
lifecycle