Creating excellent viewer engagement and crisis management for the biggest entertainment channel in India
The client is an Indian Hindi-language general entertainment pay television channel.
Both negative and positive mentions were not being responded to or escalated to the programming team in a timely manner. As an entertainment channel, there were a lot of comments positive and negative sentiments about programs telecasted. The team needed to understand viewer sentiments about the programs.
We provided a holistic, 360-degree engagement solution, optimizing best practices and workflows to identify sensitive mentions which needed immediate attention of the team to mitigate any untoward incident.
A couple of crises were identified and highlighted in a timely manner and we worked closely with the brand PR and legal teams to ensure things were in order. We also supported the team by providing deep insights and identifying and building plans as to how this can be avoided in future. Also, as the team started responding to positive mentions, brand loyalty and engagement increased 1.2 times. An increase in engagement means brand loyalty.
Areas we integrated
Changes to the workflow & prioritization using sentiments & keywords
We worked with the team and analyzed the historic data and trends to identify a better workflow. We also built an algorithm connecting sentiments and keywords to the level of sensitivity and kept on improvising. Alert system that was activated before a crisis helped us keep a tab and mitigate adverse incidents.
We trained the team extensively to adapt to the new mechanism/workflow and also retrained tools when anomalies were found to streamline processes. The tool is now 80% accurate.