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BW Businessworld

The Social Circuit: For Users And Brands

Actor Leonardo DiCaprio’s Oscar win for Best Actor generated more than 4,40,000 tweets per minute, making it the most-tweeted minute of the Oscars telecast in history

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To cater customers of brands better, Twitter has rolled out new tools that will help companies serve them better. According to the social-media platform, with millions of customer service-related interactions happening every month on the platform, many advertisers have over 80 per cent of their inbound social customer service requests coming from Twitter.

“These businesses generate impressive results. Not only are their customers more satisfied, but they also see a cost per resolution that is the cost of a call centre interaction. And this leads to increased brand loyalty and sales; recent research shows that when customers tweet questions or complaints to an airline and receive a response, they’re willing to pay on average $9 more for their next purchase from that airline,” the company said in a statement.

Users can interact with a company either through tweets or direct messages or click the action button, using which they can hold a private conversation. Indian companies such as Kotak Mahindra Bank and Reliance Communications and Indonesia’s Indosat are using the new feature to create a better experience for customers.

Twitter’s latest Customer Feedback feature allow brands to survey customers in a structured way so as to better measure their service experience and improve the experience as far as possible.

Tweet Storm
Actor Leonardo DiCaprio’s Oscar win for Best Actor generated more than 4,40,000 tweets per minute, making it the most-tweeted minute of the Oscars telecast in history. It beat out a tweet from 2014 Oscar host Ellen DeGeneres that was a selfie showing a handful of Hollywood’s A-list stars. That tweet’s record was set at 2,55,000 tweets per minute.

Limited Access
Around 3.2 billion people throughout the world were online at the end of 2015, up from 3 billion in 2014, according to Facebook. It pointed out that though the number of people with connectivity has increased, 4.1 billion people were still without Internet access at the end of 2015.

Adding Up
According to the latest report from Instagram, it has over 200,000 advertisers. Out of the total advertisers, 75 per cent are from outside of US, operating in more than 200 countries. As many as 60 per cent of Instagrammers say they learn about products and services on Instagram and 75 per cent say they take action after being inspired by an Instagram post. Companies such as Sportskeeda and LG Care are using 15-20 second video ads to spark interest among target audience and achieve 20-44 per cent lift in ad recall.


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