executive impact

Meltwater: Providing online media monitoring, analysis

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By Chris Betros

These days, companies looking to build their brand and create successful PR campaigns need a clear understanding of their competitive position in the industry, as well as an insight into media coverage to measure the buzz for their business.

Meltwater, a U.S.-based company founded by Norwegian entrepreneurs, provides this unique service in Japan. Meltwater News provides online intelligence; its public relations software delivers global media monitoring and analytics. A second product, Meltwater Buzz, combines deep social media monitoring and analytics with tools to manage social engagement.

Heading the Japan office for Meltwater is Yuri Akahira. Born and raised in Tokyo, she continued her higher education in the U.S., majoring in international development and sociology at the University in Oregon. After that, she moved to Washington DC where she worked as a social worker for three years. She joined Meltwater in 2008.

Japan Today editor Chris Betros visits the Meltwater office in Shibuya to hear more.

How did you join Meltwater?

I didn’t know the company but in 2008, I went to a job forum in Boston where I met Meltwater and was recruited to come to Japan. They sent me to Singapore first and then after six months, I came here with three others to set up the Tokyo office. Our average age then was 25.

How did you go about getting established?

We used the Internet and found the names of PR and marketing directors for various companies. Then we did a lot of cold calling. In some cases, those companies were already using Meltwater services overseas, so that helped.

What services do you provide?

We provide cloud-based online media intelligence, which is online news and social media monitoring and analytics for PR and marketing people. That means our software monitors all online media and collects all the relevant info for clients. You set keywords and based on those keywords, we pick up news articles from all over the world – about 250,000 news sources – and analyze the data. So, for example, someone working for Toyota can get all the news stories from around the world. Clients look for what media is writing about them, industry news and about competitors.

Is it a unique service?

Meltwater News is a unique service. We don’t have any competition in Japan. But with Meltwater Buzz, which is social media monitoring and analytics, there are many local competitors. Our strength is we can provide an all-in-one service. Lots of people who use monitoring services pay per click or keyword. But we provide unlimited keywords, sources and articles. You pay one time and use it all you want.

How well known is the Meltwater name?

In the PR industry, I would say we are well known. We’re working with a lot of big-name clients such as Nissan, Rakuten, ANA and H&M, among others.

How do you market your company?

At first, it was mainly through cold calling and networking. We don’t do advertising. However, we are becoming more proactive with marketing and attending industry events. Last year we hired an expert on marketing. From time to time, we organize our own events and PR activities.

What are your biggest challenges?

Educating clients about what we can do for them. People think Japan is very tech savvy but in some areas, we are behind, for example, social media monitoring. With Meltwater Buzz, we have to educate people from the beginning. Another challenge is finding the right people for Meltwater.

Who are the right people?

We need bilingual people with drive, stamina and management potential. Right now, we have 17 staff and are on the lookout for fresh talent throughout the year.

Is Meltwater a fun office?

I think it is. We have a ping pong table in the office for recreation and staff pop open champagne when we reach important sales targets.

What is a typical day for you?

I come to the office at 9 a.m. I’m here most of the day, with internal meetings, coaching, selling and interviewing potential staff. I also sometimes go out to meet with potential or current clients. I leave the office by 7 p.m.

What do you like to do for leisure?

Yoga and techno dancing.

© Japan Today

©2024 GPlusMedia Inc.


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ahh meltwater, you have really good programmers and code, but really confusing sales people

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