Taking social intelligence to the next level

With the world getting smaller by the day, can our understanding of it also become easier? Is it possible for a TV show to invite audience votes/opinions and analyse them in real time? Is it possible to match advertisers with relevant TV shows based on the show's rating and its popularity on social media? Can a marketer be able to combine real-time insights about his brands in real-time?

Frrole, a Bangalore-based social intelligence company, is set to do that and more with its media solutions partnership with Facebook. Frrole was founded by Amarpreet Kalkat, Nishith Sharma and Abhishek Vaid in 2012. It mines deep insights from social conversations and makes them available via its data feeds and dashboard applications. Twitter, ESPN, Times Group, Snapdeal, Today Group and Star TV are top clients.

Nishith Sharma, co-founder, Frrole, elaborates on the strategic partnership. "The first steps of the partnership took place at the beginning of this year, when Frrole started discussions with Facebook about its technology and how a partnership can help everyone in the ecosystem. Over the next few months, Frrole integrated Facebook data into its customers' systems across three geographies, proving the value of a partnership before signing it officially," he says.

Leveraging synergy
Frrole has been analysing Twitter data for last two years to generate insights for 45+ clients. With this partnership, it gets access to Facebook and Instagram data – both rich in user demographics. A client can now get insights from the conversations on a specific social network or combined insights from Twitter, Facebook and Instagram conversations, as the need be.

For brands, agencies and media companies looking for deep social analytics, this opens up many exciting possibilities. "A marketer can get a custom dashboard developed by Frrole that displays combined insights about brands in real-time," says Sharma, "Though standard dashboards are available in the market, they fall short in their depth of analysis and have a rigid format for information display."

Similarly, a TV show that wants to improve audience participation can prompt viewers to send votes/opinions via Facebook and Twitter, and Frrole can provide the analysis of all conversations to a TV show in real-time. Frrole can also help an agency develop an application to improve the way it matches advertisers with relevant TV shows. "We can do this by merging social signals coming from Facebook and Twitter with the BARC ratings for TV shows to see correlations between a show's rating and its popularity on social media," adds Sharma.

On the horizon
The Frrole team is also working on the next version of its recently launched Audience Intelligence product, which will enable e-commerce and tech product companies get actionable insights about individual users and target them precisely. "By analysing users' behaviour, preferences and needs, e-commerce companies will be able to provide better product recommendations. Dating sites will be able to make partner selection more effective and job portals will be able to add more qualitative information into each applicant's profile," concludes Sharma.