Meltwater will support Mindshare on social listening, data consolidation and reporting. The technology used will draw deeper consumer insights based on real-time feedback via online platforms
BestMediaInfo Bureau | Delhi | August 22, 2013
Gobal media agency Mindshare has partnered with Meltwater, a leading provider of online intelligence solutions, to specialise its social media offerings to clients. This initiative is in line with Mindshareâs rollout of adaptive marketing and its strategic media planning process called âThe Original Thinking Frameworkâ.
As part of the âAgency Partnership Programmeâ, Meltwater will support Mindshare on social listening, data consolidation and reporting. The technology used will draw deeper consumer insights based on real-time feedback via online platforms.
Commenting on the partnership, Paul Gibbins, Leader of Mindshare Hong Kong, said, âWe are excited to leverage Meltwaterâs tools to improve our clientsâ social listening. Consumer insight is everywhere but we need to know how to grab the essence and being adaptive, we are devoted to enhancing the capability in this area and make sure we provide the best solutions for our clientsâ communication challenges. Meltwaterâs technology offerings are an excellent fit for this purpose.â
Mindshare aims at working with Meltwater to raise the industry standard in driving insight from social space, and facilitating data consolidation across different markets in the region.
Mimrah Mahmood, Area Director at Meltwater Asia Pacific, said, âGroupM and Meltwater have been working closely together for the last four years in multiple capacities in the social media space. Mindshare is the leader in digital marketing in the region and we are excited to take this relationship further in Greater China. We believe this is the beginning of a long-term partnership.â
With 67 per cent of the population (source: Nielsen Media Index 2012 Dec) in Hong Kong actively sharing their thoughts and experiences via social media, the consumer has officially taken the lead on conversations with brands. Social listening is imperative for brands to get first hand consumer insight and then leverage it to match their communication plans.