NetBase, the Social Media Insight & Analysis company, today announced its latest Brand Passion Index, analyzing consumer passion and opinions online for four shipping companies. This month, the Index used the NetBase Insight Workbench to measure the emotions, behaviors and opinions expressed throughout social media by online consumers for these four companies dominating delivery: USPS, UPS, FedEx and DHL.
Using Insight Workbench it was discovered that, when it comes to shipping, online consumers trust FedEx with their packages and mail. FedEx generated the largest share of buzz, with 63% of the overall chatter, as well as the highest Net Sentiment score, of 79, and the second highest Passion Intensity with a score of 51. FedEx competitor, UPS, accounted for a much smaller share of buzz, returning 15% and generating a Passion Intensity score of 43 and a Net Sentiment score of 39. Though it returned a minute share of buzz, with only 2% of the chatter, DHL proved to be a delivery company to be reckoned with, capturing the highest Passion Intensity score of 55 and the second highest Net Sentiment score, with a 68. USPS, the government-run option of delivery, captured 20% of the overall conversations, and generated the lowest of the opinion and behavior-driven metrics, with a Passion Intensity of 38 and a Net Sentiment score of 8.
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.
Verbatim about FedEx showed that it’s got the social media community buzzing and returning such positive Net Sentiment as a result of its convenience, international delivery, and reliable customer service, particularly when compared with that of its competitor, UPS.
Conversations about UPS showed snapshots of various disgruntled customer experiences, expressing disappointment with everything from delivery to the handling of actual packages.
DHL, the winner of the Passion Intensity metric, had online consumers talking about how reliable the shipping company is, particularly when it comes to international shipping. Online consumers also mentioned DHL’s ease of use from mobile devices.
Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog.
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NetBase delivers the social intelligence that global enterprises need to make smarter business decisions faster, making it possible for them to become next generation customer-to-business (C2B) companies. Built on the most advanced natural language processing (NLP) engine, our insight and analysis solutions help decision makers listen carefully to what consumers are saying on the social web, understand their opinions, passions, and behaviors, and act confidently to improve their social media P&L. Serving hundreds of corporate customers, our products were developed in partnership with five of the top 10 CPG companies, including Coca-Cola and Kraft, and are used by leading agencies, including GfK and J. D. Power & Associates. NetBase powers the weekly Sentiment Tracker report in the Wall Street Journal and its solutions are sold globally by SAP AG. For more information, visit http://www.netbase.com/, @Net_Base, our Facebook page, LinkedIn, or YouTube.