Interview with Brian Herrera, Managing Director of Media Meter, a media intelligence company in the Philippines.
Hi Brian, what is your background and what is included in your current role at Media Meter?
I’m presently the Managing Director and Co-owner of Media Meter Inc., having joined the company back in 2012. Before Media Meter, I worked at Pfizer and McGraw Hill Asia, both in sales and marketing. I have to wear multiple hats in my key role as the MD at Media Meter. My focus is mainly on operations, sales, marketing finance, and to a lesser degree, I have some administrative responsibility. I help guide employees in the company that is mostly composed of young professionals.
My role allows me to be flexible and understand different business scenarios both within the company and outside of it. I review internal factors like coordination and communication between different business units and how one units’ function supports and interacts with another. Outside of the company, my areas of focus are our clients, government liaison, the economy and family.
What expertise, services and experience differentiate Media Meter from competitors in your region?
Our expertise focuses more on the continuous innovation and development we create to make our products and services stand out from the competition. In an age in which data is on-demand and more and more organizations require more in-depth analysis, it is vital we slice and squeeze insight from our data-rich content. Being in the media intelligence industry means we must stay apace or ahead of the competition in regards to innovation, price, and services. Our culture is based on being unique and the best in class.
What are the greatest challenges ahead for Media Meter when it comes to serving clients and media intelligence services and developing the company’s services?
The challenges always change but the three main focuses remain the people, the technology and cost of infrastructure. The people are the core of the organization. They are required to run the company and it’s important that we hire the right people and retain the best talent. The workforce must nurture prospects and at the same time manage the expectations of clients with whom they can develop long-term relationships. Technology keeps changing and companies must update, upgrade and make its media intelligence software robust and adaptable to current technology trends. Lastly is the infrastructure cost. With more and more data being produced more infrastructure is required to enhance, manage, curate and process it all.
Have you been able to, or will soon, release any new technology-based solutions that will enhance your solutions?
Yes. Our new solution is to improve customer focus loyalty. We are doing this by utilizing a tool to improve data management and better understand client action plans and strategies rather than looking at immense volumes of data that can mislead and do not always provide the right information. What we are looking at now is how consumer online behaviors focus on product reviews, ratings and other assorted data. This is the next step as the market shifts to more online purchasing.
Please give an example of a client that has benefitted from your services. What were their needs and how did you meet them?
One client using our social media listening tool and media monitoring service is the Philippines’ Department of Trade and Industry. The department got in touch with us through a web enquiry channel and invited us to bid for a contract in a government public bidding process. They needed a tool to help quickly collate important data and information instead of monitoring data manually or scanning specific newspapers, checking different online news sites, and monitoring broadcast networks and channels. Done manually, these processes are very tedious and require a lot of their time. The Department of Trade and Industry monitors huge amounts of information covering almost all the different industries in the Philippines.
Subscribing to our platform and getting daily email alerts had a big impact on the department’s communications team, helping to increase efficiency in gathering relevant and necessary information. This helped them receive feedback on their stakeholders, know the consumers’ feedback, and manage positive and negative sentiments.
When it comes to the actual data behind the social media intelligence you do, what kind of data or media not currently used can be interesting in the future?
The kind of data that is not currently part of our online dashboard tool is the monitoring of TikTok. TikTok is widely used and its popularity has increased due to the pandemic and people being stayed inside their homes. Increased TikTok coverage would help clients track relevant content that mentions the clients’ brand, allow them to understand how netizens perceive their brand and know which influencers they could build relationships with.
How do you see that changes regarding licensing will impact the data that is used for media monitoring in the future?
I believe that stricter laws are required around data privacy in social media. It is also important to understand how social media regulation influences the user. The government may play a role in this.
It seems likely that premium content and providers of news, forums and blogs will impose controls on their data, but for other general content intended for the general public, data control will be more relaxed.
How do you think the media intelligence industry will change in the next 5 years, and what are the greatest challenges ahead?
As technology keeps on advancing, consumers and corporations will change in terms of how they use online media and how they can reach target audiences. The demand for media intelligence providers will also change. One of the challenges of the service provider will be dealing with copyright issues from online media platforms.
By Peter Appleby