Mindshare has partnered with Meltwater, a leading provider of online intelligence solutions, to offer specialised social media offerings to clients. This initiative is in line with Mindshare’s rollout of adaptive marketing and their 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 to our clients’ communication challenges. Meltwater’s technology offerings are an excellent fit for this purpose.”
Mimrah Mahmood, Area Director at Meltwater Asia Pacific added here, “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, December 2012) 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.