How Mindshare embraced
social listening to seize
clients’ audiences
MINDSHARE X NETICLE
CASE STUDY
INTRODUCTION
Media agency Mindshare is present
in 86 countries of the world, one of
them being Austria, where it is among
the largest ones. They offer a wide
range of services such as account
management, analytics, strategy
planning and consulting, to renowned
clients from the banking, retail, and
automotive sector among many others.
The business planning team of
Mindshare has been cooperating with
a text and media analytics company,
Neticle, to provide trend & competitor
analysis through real-time media
monitoring and social listening to some
of their clients - in this case study, we
will specifically highlight how these
services are used at UNIQA.
Neticle’s media intelligence solution
searches the internet (articles, forums,
social media posts, comments) for any
brand’s or product’s public mentions,
then analyses the collected mentions
with the help of its algorithm, nearly
with human precision. Every month,
Neticle’s team sets up 150 keywords
for Mindshare and searches the
Austrian web alongside these to
collect and analyse relevant mentions
of them. Based on the results, Mindshare
create trend forecasts and analyses
for key sector players.
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THE PROBLEM
A NEED FOR SPEED IN MEDIA ANALYTICS
About fifteen years ago, a new paradigm
was born in the world of agencies:
adaptive, real-time marketing. It meant
that, instead of having to wait for your
campaign to be over to analyse the
results and plan your next move, you
could change and optimize everything
on the go, while it was still running. Of
course, this stemmed from a need for
speed in our ever- developing world,
and marketers had to find the tools to
match the task.
To observe campaigns through social
listening and media monitoring is in itself
a new, modern method of research: it
means you do not have to hassle with
questionnaires or focus groups, you
can simply open your digital “ears”
and hear what your customers have
to say all over the web, unaltered by
perhaps wrongly worded questions or
unrepresentative
sampling.
This is why Mindshare also started using
digital monitoring and trend research
tools around 2010. Throughout the
years, they have worked with quite a
few, continuously upgrading to better
ones as technology improved and
as the world of marketing demanded
more and more in terms of detail and
speed. Since 2019, Mindshare have
been using Neticle Media Intelligence
because of the amount of data it
provides, and the ability to dig down
into that data in a transparent way.
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A SUCCESSFUL TRIO: YOUR BUSINESS,
MINDSHARE’S MARKETING, NETICLE’S TECH
But how does it work? Mindshare usually operate based on clients’ projects.
The first step is a detailed discussion:
clients know their own market, but
also want to monitor and learn about
the latest trends, patterns and relevant product or service categories.
After identifying the client’s goals, Mindshare do some free exploration and
web search, and then turn to Neticle to
refine and adjust the research steps.
Along the way, Mindshare learn from
the feedback clients give to develop
the project or alter their focus where
necessary.
THE SOLUTION
TRANSFORMING BIG DATA INTO SMART DATA
The data Mindshare receive
from Neticle helps them build
communication strategies for
clients. It allows them to produce
content that actually matters to
the audience. The data can be
sorted into three categories:
general brand mentions (where and what was said about the
brand at what time, who said it
and why)
the important topics related to
the brands in any way (eg. sustainability)
instances where brands and
top­­ics are mentioned together
in the same place
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Besides understanding past results that are useful for housekeeping, the process
is also future oriented: Mindshare want to prepare their clients for upcoming
trends and get them ahead of competitors. That is why their Loop Room was
born, an exciting development which made their work even more professional.
ALWAYS STAY IN THE LOOP
The Loop Room was created in Vienna as an embodiment of real-time
marketing: it is an integrated way of working with all kinds of data
sources in a big data room. For each of the following categories and
media types, two screens continuously display incoming data:
CONTEXTUAL
PAID
the environment
of the campaign,
this could be
anything from
weather
conditions to
elections or
popular internet
trends
how display ads
and SEO are
doing in the
campaign
OWNED
the client’s own
website and
other channels
EARNED
the results of
social monitoring,
a live ticker and
the share of
voice (among
others) are all
displayed on pie
and bar charts
- Neticle is one
of the key data
sources
for these
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Through keeping a close eye on all
media types and the context too,
the marketing and communication of
live sport or music events (like soccer
games or the Eurovision contest)
can be altered in real time. This
is a great strategic approach: the
gathered data is analysed and then
fed back into the system to change
processes where necessary, and so
the loop is complete and continuous.
„For Neticle, it is not enough to
give clients some numbers. They
always focus on the reasons
behind the events, too, to tell
us why things happened the
way they did, and they give us
actionable suggestions.”
Niklas Wiesauer
Managing Director,
Innovation & Strategy
A SUCCESSFUL PARTNERSHIP: UNIQA
A great example of how a company
benefits from all the data that
Mindshare and Neticle can gather
and analyse is UNIQA. UNIQA and
Neticle had been connected via
UNIQA’s former Open Innovation
department and were then both
involved in the 4th weXelerate batch
in 2019. Throughout the years,
Neticle have always been open
to UNIQA’s changing needs, while
UNIQA maintained their innovation
focus and refined what Neticle could
do for them.
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The insurance company have also
been working with Mindshare for more
than 3 years, and when Mindshare
and Neticle started cooperating as
well in 2019, they gained additional
information about their campaigns.
UNIQA enjoy working with Neticle
because of the insightful analyses
they get, which save them a lot of
time and give them direct tips on
what to do next or what to change
in their strategy.
UNIQA’s analyses generated with the help
of Neticle Media Intelligence contain the
numbers and detailed explanations of:
• online mentions (broken down
into positive, negative and neutral
categories),
• the share of each media type/
platform,
• the most active websites, forums and
authors,
• social media interaction numbers,
• engaging posts, topics and authors,
• key topics and their reputation,
• the potential number of reached
users,
• detailed analysis on given products,
• ...and much more.
“Social listening gives us the
advantage of being aware of
online conversations that we
might want to join immediately.
It brings us closer to our
customers, our community.
Neticle’s analyses contain
meaningful insights we can
build on every time, while our
input and needs are always
taken care of quickly!”
Klara Trautner
Head of
Communication
Not only do UNIQA receive
a detailed picture of their
own activities and reputation:
Neticle’s analyst team also
prepares monthly analyses for
them of the insurance field as a
whole. Besides, automatic PDF
reports can be downloaded any
time when in-the-moment- data
is needed. The cooperation
does not only support the
UNIQA Communication team:
Neticle’s analyses are valued
in several departments when
decisions are made.
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BENEFITS
A SUMMARY
Any brands or businesses who decide to cooperate
with Mindshare and Neticle will gain the following
benefits:
• deep insight into their online reputation;
• the exact online results of their campaigns and
activity, and the reasons behind;
• ability to change campaigns in real time;
• knowledge of their competitors’ online activity
and reputation;
• content that actually matters to their audience;
• being prepared for upcoming trends.
For Mindshare, the cooperation with Neticle has been
useful because the brand mentions Neticle uncovered
and the key topics found in them have helped them build
better communication strategies for their clients. They
have been able to react to challenges more quickly,
incorporate data into their Loop Room visuals and,
altogether, it led them to produce the kind of content that
their audience truly enjoys and values.
Neticle Media Intelligence
Intelligent media monitoring, media analysis
and social listening.
Perfect coverage and understanding in
AL, AT, BG, CH, CZ, DE, GE, HR, HU, PL, RO,
RU, SI, SK, SRB, UA
neticle.com/mediaintelligence
David Schmidt
International Sales Manager
david.schmidt@neticle.com
+36203126038