An upcoming social media listening and analytics company based in New Delhi has launched what it has named ‘Barometer’, a realtime infographic aimed to highlighting the performance of leading brands in India.
Airtel’s Sentiment Visualization through Barometer
Customer Service – The Heart of Every Brand’s Social Strategy
“We believe that customer service is the foundation of every brand’s social strategy with the intent of long-term relationships with each customer interaction”, says Saurabh Arora, co-founder of Memetic Labs. Mr. Arora claims the infographic’s text mining and natural language processing engine is crafted to “detect the signals from noise at a very high accuracy”, automatically creating service resolution tickets for the brand.
“We are now moving to a point where social media is changing how brands operate, looking for ways to capture real-time data and business intelligence that can be applied across all departments of a business”, states Mr. Arora. Prabhat Saraswat, another co-founder of the company, is emphatic in pointing out that a brand’s activity on social media is their ability to listen, and that social media is becoming increasingly central to brand-consumer interaction.
Much of the visual is self explanatory and is backed by vast data to present a health check-up for top brands, given the fact that there an estimated 15 million users in India at present, with a significant percentage of them engaging with preferred brands using this medium.
Key Components of Barometer
These are the key components implemented by the realtime brand data assessment offering’s algorithm:
- Buzz(True reach of a sentiment) – This is an indicator of the number of people who have been influenced by the sentiments about a brand in the past day, in either a positive or negative manner.
- Average time to get a response – This is the average time a brand takes to respond to a user’s concern, calculated by tracking conversations and considering the brand’s working hours.
- Requests & responses this week (mention & replies) – The charts plots the behavior of users tweeting to or about the brand and the behavior of the brand’s responses over the last 7 days, providing an assessment of how brands react based on the amount of tweets they receive.
- Tweets to solve a problem (conversation length) – This is the average number of tweets sent by the customer in order to get their query resolved and an indication of a brand’s promptness in response.
- Immediate Resolution – A key indicator, this occurs when the customer’s inquiry or problem is resolved within a single tweet.
- Live sentiment Index – A real-time visualization of the tweets about and to the brand, this is filtered by sentiment from the last 24 hours.
Readers can check out Barometer’s lively infographic for Vodafone as an example. If successful, this offering will be an excellent example of a means to harness the power of social media to help brands build lasting relationships with huge customer bases.