With 67 percent of the population in Hong Kong actively sharing their thoughts and experiences via social media as per Nielsen Media Index 2012 Dec, the industry is digging deep to track these conversations and make sense of the massive raw social data.
Mindshare, the global media and marketing services company which recently rolled out “The Original Thinking Framework”, an adaptive marketing and strategic media planning process has partnered with Meltwater, a leading provider of social media monitoring solutions, to specialize its social media offerings to clients.
The partnership which is in line with its strategic media planning process 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.
Meltwater Group which was founded in 2001, Norway has initially been a leader in monitoring traditional media online and later it went on making its presence stronger in the social media monitoring domain. This approach led the company acquiring BuzzGain for $4 million back in 2010.
Today the company with offices in Europe, Asia/Pacific, etc. offers multiple services in social media such as Social Media Monitoring, Social Media Engagement and Facebook Marketing for business users. Since Mindshare is partnering for services related social media monitoring, my guess is that it would be provided with features as discovering social conversations, tracking of conversations and measuring the performance of social media campaigns.
The new partnership is an extension of the existing professional bond between Mindshare and Meltwater who have been working closely together for the last four years in multiple capacities in the social media space. The partnership could transform into a long term one, believes Mimrah Mahmood, Area Director at Meltwater Asia Pacific.
Sharing about the partnership, Paul Gibbins, Leader of Mindshare Hong Kong emphasized on the fact that consumer insights is everywhere but one needs to grab the essence and to make it happen Meltwater’s technology offerings are an excellent fit for this purpose.
One of the core pillars of social media marketing is listening, monitoring conversations and at the same time deriving business value out of the huge chatter than is happening all over the Internet. The new partnership will provide the same to the clients of Mindshare, which is one of the leading digital marketing agency in Asia.
Image courtesy: Mindshare