Meltwater launches new executive tool

Global media intelligence firm, Meltwater has launched new business tool, Executive Alerts. The real-time executive tool will provide users with the most critical insights about their company and competitors as well as the industry, sent directly to their smart devices. The Executive Alerts will also include features such as on-demand reports, multi-lingual supported monitor and instant summary messages.

“Senior executives across all functions and sectors need accurate, real-time data from outside their company to make sound decisions and Executive Alerts empowers them to do just that,” says Zubair Timol, Director of Strategy EMEA, Meltwater. “With billions of conversations taking place online every day, it’s previously been impossible to keep up with what’s being said about your brand and the industry it operates in, but that changes now.”

Meltwater promotes Christo Van Wyk

Global media intelligence firm, Meltwater, has promoted Christo Van Wyk to the role of Area Director for India and the Middle East. With over eight years of experience, Christo joined Meltwater in 2009 as Client Relations Account Manager and was most recently Client Acquisition and Sales Consultant. In his new role, he will be responsible for leading Meltwater’s sales and customer service across the Middle East and India.

“I am looking forward to my new responsibilities and helping to grow our presence in the Middle East and India, which are both exciting markets,” says Christo. “With growing internet and mobile penetration and a tech savvy younger generation, companies in these markets are looking to maximise the value of data to reach new demographics and adapt their marketing strategies based on outside insights, which is where we come in.”

Meltwater launches new division

Global media intelligence platform, Meltwater has launched a new agency partnership division. Led by Meltwater EMEA’s Mohamed El Wardani, the new division will focus more on agency-specific support and intelligence solutions.

“This is a new initiative for Meltwater globally and we are delighted that our Middle East operations is pioneering this. It shows our commitment to this region and also the importance that agencies are placing on social media and online news monitoring analytical tools,” says Zubair Timol, Partner & Area Director for India, Middle East & Africa, Meltwater. “Mohamed El Wardani’s appointment as Managing Director of this marquee operation is an investment based on the market potential and increased relevance of online, social and digital data for today’s business decision maker. Mohamed brings a wealth of agency experience and his role will help us create our flagship agency operation across EMEA.”

Mohamed El Wardani, Managing Director, Meltwater agency partnership division adds, “We are working with some of the leading names in PR, digital and advertising in the region. With the launch of this new division, we will focus more on enhancing this partnership to bring the latest media intelligence solutions to the market, offer agency specific support and referral programs. I look forward to leading this initiative.”

Under the influence

Farah Souhail, Marketing Manager at Meltwater, talks about how to make influencer marketing work more effectively….

Influencers are people that drive knowledge and opinion, they also have an ‘influence’ over their followers, hence their title. Influencers on social media pop up more and more every day and brands across the GCC as well as the wider MENA region have teamed up with many of them in an attempt to deliver their messages more effectively. However, identifying the right influencers and measuring Return On Investment (ROI) remains an area of struggle for many brands, both regionally and globally.

From a marketer’s perspective, there are a number of ways in which you can master influencer marketing; setting targets and understanding your influencer’s brand rank highly among these. Here are ten of the things that I believe marketers can do to master influencer marketing and ensure that they not only choose the best influencer for their brand, but utilise their skills and knowledge in the optimum way.

Define your goals

Define the objective(s) of your influencer outreach program. Are you looking to:

  • increase brand awareness?
  • generate leads/boost sales?
  • position yourself as a thought leader?
  • reach a new audience?
  • remain relevant among your target audience?

Defining your short term and long term goals will help you select the right influencer, design your campaign’s content, as well as the methods to track and measure the success of your influencer marketing strategy.

Remember – Influencers are brands too!
It is essential for marketers to understand that influencers – those who are on top of their game – are brands too! Influencers have a loud voice, a substantial audience and create high quality content which can inspire people to communicate and engage with them. They understand their follower base, what they are interested in and how to impact with them. Approach your influencer as a partner and brief him/her about your campaign objectives, timing and message delivery to ensure optimal alignment and control.

Authenticity and consistency should be key
As a marketer you have a story (narrative) that you want to communicate with your audience. Influencers are people who can narrate your story. Today’s media is in the control of the consumers and people online are not interested in the brand as much as in the people that they engage with. To attract your influencer’s audience and to achieve the desired behavioural response, your influencer’s content needs to be authentic, consistent and able to create an emotional connection. Immerse your story into the lifestyle of your engager and think of ways to create a meaningful content that has a lasting impact.

Ensure that you team up with the right influencer for the right campaign
Selecting the right influencer is an art that today’s marketers need to master. Don’t just look at numbers when considering an influencer. Go for people that are not only likeable and trustworthy but have a social proof, are able to drive engagement with their followers and are an authority in their field.

While influencer marketing often involves social media engagers, there are other types and categories for you to choose from including:

  • family and friends
  • industry experts
  • bloggers/vloggers and product reviewers
  • journalists and media professionals
  • celebrities

Your message, branding guidelines, tone of voice and campaign goals should be your compass when selecting the right influencer and remember, sometimes the less-obvious influencers can be a better fit for your brand and campaign objectives than those with the highest followings.

Don’t go for quick wins
To be liked and trusted by your influencer’s followers you need to connect your brand with the influencer’s lifestyle and overall brand image. Teaming up with your competitor’s influencer or randomly appearing on the timeline of your influencer’s followers via a tweet or a post will not have much of an impact in todays short memory span. Forge long term relationships with your influencer and help them to think strategically too, in order to help build consistency and trust. Think of ways to launch creative, memorable campaigns that help you engage more effectively with the audience to reap the desired ROI.

It is also important to see things from the perspective of your brand/influencer. As influencer marketing is a lot more personal and targeted than some forms of marketing, this point of view is invaluable when it comes to planning your campaign. A few things to take into consideration from this perspective would be:

Try to identify the right influencer for the right product and the right platform
Brands should not just look at numbers when selecting an influencer. There are other, more important factors that should determine who is the right influencer for your brand. Things to consider include:

  • influencer’s hobbies, interests and lifestyle
  • influencers that believe in your product or service
  • the platform(s) the influencer is active on

An influencer with a massive following on Facebook may not be the right engager if the majority of your audience happens to be on Twitter. Similarly, an influencer who pursues an active lifestyle and is known for his passion for outdoor adventures and technology may not be the right person for promoting a male moisturising product. Such an influencer may very well use a moisturiser in his daily life, yet his brand (lifestyle) and the content he creates may not be the right fit for your product.

Reciprocity should be key
As a marketer you need to help influencers give back to their followers. Think of ways you can add value to the influencer’s audience. Find out about your influencer’s hobbies and interests and those of their followers. Employ these insights to create ‘bespoke’ influencer content that resonates with their audience. Influencer content types that allow for reciprocity include:

  • special offers and discounts
  • access to exclusive events and positive experiences

– these could; include; movie premieres or product launches –

  • competitions and prizes

Work with influencers to create engaging, memorable content
Appearing randomly on an influencer’s timeline will not benefit anyone. Consumers are smart and can see immediately whether a post is organic or is pushed for commercial reasons. Approach your influencer as a partner with whom you can brainstorm and bounce ideas on how you can best deliver your message. Remember, your influencer understands their audience, what inspires them and how to engage with them effectively.

Always allow for creative freedom
Good influencers understand branding and are good at creating engaging content. Tell your influencer about your campaign, message and delivery guidelines and he/she will know how to deliver your message in the right way – the way that resonates with their followers. A highly polished image that doesn’t reflect the influencer’s lifestyle and personality will quickly be seen as an advertorial.

Make sure you define your campaign ROI
Brands are advised to define what they are aiming to achieve from an influencer outreach program before hiring an influencer. Many techniques have been used in influencer marketing to help brands measure their ROI, such as page views, demand generation and lead conversation that result in an increase in sale and impact revenue.

Define your campaign goals and matrix; then communicate that with your influencer so that everyone is aligned. Keep these points in mind and ensure that your influencer marketing campaign stays on-brand.

Meltwater acquires Encore Alert

Media intelligence solutions company Meltwater has acquired Encore Alert, a Virginia-based software as a service (SaaS) platform that uses artificial intelligence to sift through online information 24/7 to derive critical insights that can be used to improve a company’s marketing and PR efforts.

“We are all drowning in social media and the challenge we have is to identify information that is important and actionable,” says Jorn Lyseggen, Founder and CEO, Meltwater. “The team at Encore Alert is passionate about this problem. For the last three and a half years, they have worked tirelessly to condense this clutter down to a handful of daily alerts using sophisticated artificial intelligence. Their algorithms are successfully helping top brands to stay on top of emerging crises, important events and critical trends.”

James Li, CEO, Encore Alert, adds “We are very excited to be joining the Meltwater family. As the volume of online conversations about brands continues to increase at an overwhelming rate, the need for smart alerts that show marketing and PR professionals what to focus on is stronger than ever. The team at Meltwater shares this vision and we’re excited to work with them to bring this solution to their thousands of incredible customers worldwide.”

Meltwater to host live webinar with IKEA

Global media monitoring and analysis platform Meltwater is set to host a free webinar with Usama Qasem, Regional Digital Marketing Manager, IKEA UAE, Egypt, Qatar and Oman, on the subject: The Three M’s of Social Media Success – Manage, Measure & Maintain. The webinar will be hosted tomorrow – Wednesday, September 2, 2015 – at 12pm UAE time and will feature tips on maintaining an effective social media strategy and maintaining a stream of successful content.

To register for the webinar, go to

Meltwater and Sprout Social partner

Global media intelligence solution Meltwater has partnered with Sprout Social, specialists in social media management and engagement. The new partnership will enable businesses to engage with their audience based on insights extracted from news and social media. Meltwater, a comprehensive media intelligence platform will power Sprout Social’s social engagement platform to help find the right message to reach the right people at the right time. Sprout Social offers engagement tools to help users discover, respond to and interact across Twitter, LinkedIn, Facebook, Google+ and Instagram from one interface.

“Meltwater’s core expertise is to extract insights, and we made a strategic decision to partner with a top player for social engagement,” says Jorn Lyseggen, CEO and Founder, Meltwater. “We researched more than 100 companies and chose Sprout Social because it has one of the strongest social engagement products in the market with unrivaled user friendliness.”

“Engagement through social channels is increasingly critical for brand success,” says Justyn Howard, CEO of Sprout Social. “Our partnership with Meltwater brings world-class capabilities together to create remarkable customer experiences and further promote meaningful engagement.”


Meltwater to host free live webinar

Global media monitoring and analysis platform Meltwater is set to host an online seminar on the subject of Arab Women on Social Media – how to market, engage and resonate with them. The webinar is free to attend, will be held on Wednesday, July 29, 2015 at 12pm UAE time, and will feature a presentation from Amira Azzouz – the Founder and Editor in Chief of bilingual fashion and lifestyle portal,

“I am excited to speak at this unique webinar, the first of its kind to provide brands with a better understanding of modern Arab women and how to effectively engage with them on social media,” says Amira.

To register for the webinar, go to

Meltwater Dubai opens agency department

Global media monitoring platform Meltwater has opened an agency department for the MENA region. Based in Dubai, the new department will deal directly with media agencies to provide local and customised support as well as technology solutions. Meltwater will provide a dedicated account manager to agencies to act as an extension of its team, in order to consult on ways to improve client accounts. The department will be headed up by Director of Agency Partnerships, Mohamed El Wardani, and current Meltwater clients include Leo Burnett, Memac Ogilvy and TBWA\RAAD.