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Mindshare partners with Meltwater for specialised social media solutions

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 Mindshare’s rollout of adaptive marketing and its strategic media planning process called ‘The Original Thinking Framework’.

As part of the ‘Agency Partnership Programme’, 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, “We are excited to leverage Meltwater’s tools to improve our clients’ 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 clients’ communication challenges. Meltwater’s technology offerings are an excellent fit for this purpose.”

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, “GroupM 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.”

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.

Info@BestMediaInfo.com

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