Tangerine streamlines process to manage digital identity for brands

12 Jun,2013

By A Correspondent


Content creation and management solution provider Tangerine Digital Entertainment has announced the launch of its advanced User Generated Content Management service that will facilitate in protecting and building brand identity across digital platforms and simultaneously provide insights to user engagement with the brand.


Tangerine uses proprietary technologies to aggregate user-generated content, which is then automatically parsed and categorized. This is supported by manual moderation for accurate comprehension and chart out the next course of action. The involvement of human touch becomes imperative while dealing with rich media (videos, images) as the content is subject to language, dialect and various cultural contexts. Tangerine uses a combination of technology that adds to efficiency as well as human touch to ensure accuracy.


Kesavan Kanchi Kandadai, CEO, Tangerine Digital, said, “Unlike automated content management software and systems, our team will evaluate every user response for brands working with us, arrive at a quick response to help users and finally analyze on customers’ perception on the brand.”


The service will be beneficial to gaming companies, e-commerce portals, ratings & review sites, mobile apps, image sharing sites or even a reality show like, Kids Indian idol as content needs to be moderated as per brand positioning. In all it will be an extension to brand management on digital platforms.


Tangerine Digital has worked previously in this space with international clients and now is launching this in India where it has worked with various sports and entertainment brands like ESPN Star Sports and Sony Entertainment Television. Recently American Swan, a premium online Fashion & Lifestyle Brand has signed up with Tangerine Digital to avail this comprehensive module.


“As the digital presence of brands is growing, the need for managing User Generated Content is becoming more imminent. Brands today are increasingly using Social Media platforms to reach out to existing and potential customers. While doing so, they also need appropriate monitoring to safeguard their brand’s image, respond and engage customers to address their needs, and gain invaluable insights on current products & offerings to better position themselves. A good example of using UGCM is gaining customer insights & response to our recently launched Spring Summer ’13 collection. That’s where we have awarded our UGCM duties to Tangerine Digital to monitor and manage customer response and reviews which seed insights for future product development,” stated Anurag Rajpal, CEO, American Swan.


“Today, strong brands need to engage with their customers at every step, recognize their needs and then alter their products and services to suit their customers. To help them do this effectively, we will manage the user content across all digital platforms on all social networks and platforms on the internet,” added Mr Kesavan.


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