Initiative: Winning and Keeping Clients with Socialbakers Insights

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“It would be no exaggeration to state we would not have secured or retained many of our clients without the data and insights Socialbakers has provided to us over the years.”

Mazher Abidi
Head of Social Media

These are Initiative’s goals when they guide their international roster of clients along effective marketing campaigns. Socialbakers tools make it easier for Initiative’s social team to achieve those goals.

Initiative’s Middle East and North Africa regional specialists work confidentially with high-profile clients in industries as varied as FMCG, banking, oil & gas, telecoms, TV and broadcast media, technology, environmental, energy and national government organisations.

“We deliver a full spectrum of services from strategy to execution and activation to reporting…and Socialbakers is at the heart of all those efforts. We use it to analyze competitors when developing strategy, monitor daily progress of conversations when providing community management and report on past activity through the platform as well,” says Mazher Abidi, the Head of Social for Initiative MENA.

Each of Initiative’s clients want to run campaigns with specific goals. In this case, Socialbakers’ data helped an Initiative client greatly increase the speed of their Fan growth.

Initiative’s social team first started using Socialbakers tools a few years ago. “We now have a structured usage plan across five offices with separate logins and access privileges to control our usage. We’re also moving away from just using Analytics alone and starting to explore wider products in the Socialbakers offering, including Builder,” Abidi says.

This client had Fan Growth down within months of using Socialbakers Analytics, with nearly 5x the growth in September than they had in March.

Existing clients benefit from Initiative’s skillful use of social data. “Every client we have takes the data and reporting we give them seriously, and by tracking the many metrics we are able to follow through Socialbakers, we are able to deliver performance improvements across many areas,” Abidi says.

In addition to preparing insights for existing clients, Initiative also uses Socialbakers to help grow the client roster and convert new leads. Abidi relates one such story:

“We were asked for a one-off intelligence report for a brand and produced a six-month conversation and activity report using Socialbakers for much of the data. Thanks to the depth of insight we delivered, we were able to present the report and on the back of it secured a retained contract for conversation and community management. This was never on the cards at the start of the brief, but so impressed was this global client with the data and insight we were able to gather, they awarded us the work without a pitch. This is just one of many examples where we’ve used our data tools effectively.”

Initiative’s clients experienced valuable Engagement after Socialbakers.

Initiative’s ability to cite hard facts and specific data as it relates to campaign budgets wins big with clients, Abidi says.

“When clients deal with a media agency they expect insights and analysis down to the last dollar and cent. If other channels such as offline, digital display, etc., are able to provide that and social media can’t match it we then have a problem. But thankfully Socialbakers goes a long way to resolving that critical issue for us.”—Mazher Abidi, Head of Social for Initiative MENA

“It would be no exaggeration to state we would not have secured or retained many of our clients without the data and insights Socialbakers has provided to us over the years.”

Initiative clients reach new heights for different KPIs with Socialbakers.

One of the key reasons that Initiative uses Socialbakers is because Initiative can trust the tools and the team behind them.

Abidi says, “Socialbakers is run by mathematicians and data scientists, and that shows in the way the product is designed and structured. That’s always been evident in the product, and it’s become even more apparent in the personal relationships we’ve forged with key members of the Socialbakers team down the years; they ‘get’ the data element behind social media. The effective display of data is front and center in the product, and that’s what you need from an analytics platform.”

He adds, “We’re really excited by what we’ve heard is in the pipeline and we look forward to developing our partnership with the platform even further through 2015.”

Quick Facts

  • Regional headquarters: Dubai
  • Global headquarters: New York
  • Part of the Interpublic (known as IPG Mediabrands) marketing group
  • Services include: insight, strategy, analytics, media planning, content creation, community management


  • Track audience, reach, and engagement metrics for clients
  • Create benchmarks for clients who are unsure of their goals
  • Provide tailored reports on the client’s schedule
  • Measure the effectiveness of budgets
  • Avoid confusion for clients over data insights


With Socialbakers Analytics, Initiative:

  • Monitors the audiences, reach and, engagement of clients’ social profiles
  • Creates data-backed benchmarks to guide client social strategy
  • Prepares yearly, quarterly, monthly, weekly or daily reports
  • Quantifies the results of budgeted expenditures on social
  • Present simple, clear information for clients

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