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Locally Engaging in a Global Marketplace 
Oct 2014 
Guy Kedar @GuyKedar | Regional Director, EMEA at MEC 
Joel Windels @LinkYeah | Marketing Manager, EMEA at Brandwatch
Brandwatch/ Company Overview 
© 2014 Brandwatch | www.brandwatch.com 
1000+ 
Clients 
in dozens 
of markets 
Twitter Certified Product Supporting 
Clients in 
27 
Language 
s 
137% YoY 
97% 
Customer 
Satisfaction 
World 
Class 
Development 
& Services 
Team 
Rapidly Growing 
Client Base 
International Presence 
• Brighton 
• Berlin 
• San Fran 
• New York 
280 Employees 
100Product Developers 
10+ PhD Staff
Who are MEC? 
Intro slide to MEC 
© 2014 Brandwatch|www.brandwatch.com 3
Social Media Monitoring: a History 
© 2014 Brandwatch|www.brandwatch.com 4
Segmentation 
© 2014 Brandwatch|www.brandwatch.com 5
Location 
© 2014 Brandwatch|www.brandwatch.com 6
Regionally engaging 
© 2014 Brandwatch|www.brandwatch.com 7
How consumers in different locations talk about a 
brand 
© 2014 Brandwatch|www.brandwatch.com 8
Developing a location based media strategy 
© 2014 Brandwatch|www.brandwatch.com 9
Segmented interests 
UK ASOS CONSUMERS US ASOS CONSUMERS 
© 2014 Brandwatch|www.brandwatch.com 10
Understanding which brands are associated with 
teeth sensitivity 
© 2014 Brandwatch|www.brandwatch.com 11
Uncovering drivers and barriers for purchase 
1. Get tired of one particular toothpaste 
2. Dentists recommend that one should rotate toothpastes 
3. One buys a sensitive toothpaste when the problem appears, but 
as soon as the problem is gone toothpaste gets replaced 
4. Consumers believe that medicinal toothpastes must be used for 
a limited period of time 
© 2014 Brandwatch|www.brandwatch.com 12
Perfect timing 
© 2014 Brandwatch|www.brandwatch.com 13
Summary 
© 2014 Brandwatch|www.brandwatch.com 14

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Locally Engaging in a Global Marketplace

  • 1. Locally Engaging in a Global Marketplace Oct 2014 Guy Kedar @GuyKedar | Regional Director, EMEA at MEC Joel Windels @LinkYeah | Marketing Manager, EMEA at Brandwatch
  • 2. Brandwatch/ Company Overview © 2014 Brandwatch | www.brandwatch.com 1000+ Clients in dozens of markets Twitter Certified Product Supporting Clients in 27 Language s 137% YoY 97% Customer Satisfaction World Class Development & Services Team Rapidly Growing Client Base International Presence • Brighton • Berlin • San Fran • New York 280 Employees 100Product Developers 10+ PhD Staff
  • 3. Who are MEC? Intro slide to MEC © 2014 Brandwatch|www.brandwatch.com 3
  • 4. Social Media Monitoring: a History © 2014 Brandwatch|www.brandwatch.com 4
  • 5. Segmentation © 2014 Brandwatch|www.brandwatch.com 5
  • 6. Location © 2014 Brandwatch|www.brandwatch.com 6
  • 7. Regionally engaging © 2014 Brandwatch|www.brandwatch.com 7
  • 8. How consumers in different locations talk about a brand © 2014 Brandwatch|www.brandwatch.com 8
  • 9. Developing a location based media strategy © 2014 Brandwatch|www.brandwatch.com 9
  • 10. Segmented interests UK ASOS CONSUMERS US ASOS CONSUMERS © 2014 Brandwatch|www.brandwatch.com 10
  • 11. Understanding which brands are associated with teeth sensitivity © 2014 Brandwatch|www.brandwatch.com 11
  • 12. Uncovering drivers and barriers for purchase 1. Get tired of one particular toothpaste 2. Dentists recommend that one should rotate toothpastes 3. One buys a sensitive toothpaste when the problem appears, but as soon as the problem is gone toothpaste gets replaced 4. Consumers believe that medicinal toothpastes must be used for a limited period of time © 2014 Brandwatch|www.brandwatch.com 12
  • 13. Perfect timing © 2014 Brandwatch|www.brandwatch.com 13
  • 14. Summary © 2014 Brandwatch|www.brandwatch.com 14