Maxus strikes new deal for social monitoring

WPP media agency Maxus has expanded a deal with social monitoring group Social Media Broadcasts to monitor social media activity for its suite of clients across five markets in Asia.

Social Media Broadcasts, a company co-founder by Andy Ann, CEO of NDN Group, will support Maxus Hong Kong, Malaysia, Singapore, Thailand and Vietnam in gathering social intelligence, data consolidation and analytical reporting.

Using the company's Klarity Enterprise solution tool, it will monitor social performances of brands including their social influence, key words mentioned and interaction across eight social platforms from Facebook to Twitter, YouTube, Instagram, Pinterest, Weibo, Tencent and Google Plus.

"Klarity enables us to combine our stronghold in business intelligence with deeper social media data," said Nico Abbruzzese, head of digital APAC at Maxus.

"The exponentially increasing complexity of social media requires smart tools, coupled with the right brains to become usable and useful to our clients."

Introduced to Hong Kong in April, Ann claimed the company was already monitoring 10,000 brands and serving 15 clients in Hong Kong including Volkswagen, Timberland, Baileys Calbee and Benefit Cosmetics.

"There is a massive need of this type of solution," said Andy Ann (pictured).

"This technology solves the problem as it enables users to get real time responses of their campaigns across multiple social platforms."

One significant difference of social media users' behaviour between Hong Kong and other markets, Ann observed, goes to the interaction consistency.

"The challenge with brands accepting the new solution is the lack of understanding of big data," Ann added. "That's why we set up several social analytic summits and workshops in order to educate clients of how to make use of it."

He added that the partnership with Maxus makes the system a one-stop offering as Maxus and SMB's strategic partners NDN group will follow up the data collected from Klarity Enterprise to provide correspondent services and reports.