Clip News participated as a sponsor in this year’s “Social Media & Influencer Marketing Conference 2025”, held on October 9-10 at OTEAcademy, bringing together more than 250 marketing professionals, 18 speakers, and over 70 companies. Organized by Boussias Events, the conference showcased the new strategies and trends shaping the future of social media and influencer marketing, with this year’s focus centered on the power of artificial intelligence (AI), social commerce, and authentic storytelling.
The Value of Social Listening and Trust
Great interest and audience questions were generated by the presentation of Katerina Kechagia, Vice President Media Intelligence at Clip News, who highlighted the critical role of social listening in the strategic selection of partners and influencers. As she emphasized, “choosing the right influencer depends on many things, but everything starts with one magic word – trust”.
She explained that through social listening, brands can identify who is talking about the company or its competitors, understand their audience’s interests, and analyze which channels users engage with. She stressed the importance of real-time monitoring and smart AI alerts, which enable the detection of negative patterns before they develop into a crisis for the brand. Her remarks reinforced Clip News’ deep expertise in Media Intelligence and its contribution to strengthening corporate communication strategies.
The New Trends in Social Media Marketing
The conference showcased the latest global developments defining the new era of social media. Ashley Liddell, CEO of Deviation, analyzed the theory of Search Everywhere, noting that consumers are now searching for products within social media rather than through SEO. At the same time, Angelique Schierz-Crusius from Ampletides discussed the explosive growth of live shopping, expected to reach USD 600 billion in 2025, offering personalized experiences and higher conversion rates. Beth Thomas, Co-Founder of Slice, emphasized that every SoMe action must be brand-building, warning that many companies chase virality without creating real impact on their audience.
The Impact of AI and Authentic Storytelling
Artificial intelligence (AI) was a central theme across many presentations, with Τolis Aivalis, CEO of Knowcrunch, predicting that up to 80% of marketing tasks will be automated, while reminding that technology is a tool requiring proper training and utilization. Marketing Consultant Mercy Fulani highlighted the power of storytelling, noting that people are 22 times more likely to remember a story than a simple piece of information. Storytelling, she stressed, “is not the future of marketing, it is the present”.
The Platforms Shaping Tomorrow
Conference sessions also showcased the latest developments around Pinterest, LinkedIn, and YouTube. Eoin Carrigan, Lead Industry Manager at Pinterest, highlighted the role of visual search and the use of AI to improve user experience, while Jasmin Alic, ranked #1 LinkedIn Creator in the World, revealed that comments are the No. 1 growth hack on LinkedIn, recommending daily interaction to increase reach.
Google representatives Giorgos Skaltsis (Strategic Agency Manager) and Dimitris Krikonis (Senior Account Manager), along with Valia Sakkou (Head of Digital Marketing, Media, Ecommerce Media, Unilever), presented the success of Axe’s campaign through YouTube’s new AI-driven Video View Campaigns format, emphasizing the importance of shorts and visual consistency in content.
Clip News’ Contribution to the Social Media Ecosystem
With many years of experience in analyzing publicity data and social media, real-time monitoring, and AI-driven insights, Clip News reaffirmed its role at the conference as a strategic partner for brands and organizations seeking to gain deeper understanding of public discourse and strengthen their reputation. The company highlighted the importance of social listening as a key tool for more effective influencer marketing, PR crisis management, and building trust between brand and audience, elements that define the next chapter of SoMe.
Clip News participated in the “Social Media & Influencer Marketing Conference” by BOUSSIAS, held at OTEAcademy on October 9-10, 2025. The presentation by our company’s VP of Media Intelligence, Katerina Kechagia, focused on how social listening transforms digital “noise” into strategy. Through real case studies (Pizza Fan, Pepsi), she demonstrated why data-driven influencer marketing is essential in ensuring authentic collaborations, aligning the brand with the right audience, and turning content creation into measurable business results.
Why We Were There
With more than 30 years of presence in the media monitoring sector in Greece, we actively support the communication ecosystem, this is why we participated as sponsors in this year’s event. Our goal was to showcase how social listening evolves from a “nice-to-have tool” into a strategic decision-making pillar that guides brand storytelling, the creation of meaningful relationships with audiences, and communication strategy during publicity crises.
In the talk “Influencer Swipe: How Brands Find Their Perfect Match,” Katerina Kechagia shared data-driven insights on how brands choose creators who genuinely align with their values, goals, and -most importantly- their audience. As she highlighted, influencer marketing is like a dating app: “Swiping is easy. Matching, however, requires chemistry with the audience; and that chemistry is proven with data”.
Case studies
1) Real-time Crisis: The Pizza Fan Example
What happened: Within a few hours, public posts and comments on social media about Pizza Fan skyrocketed to 8,434, triggered by statements from stand-up comedian Paris Roupos, who had a collaboration with the company.
- What we learned: Real-time social listening is not just for alerting; it helps shape the brand’s defensive strategy and manage a crisis. It enables communication teams to quickly diagnose critical issues, identify the users who drive the conversation around the brand (and thus influence public perception), and align messaging before negative narratives become established among consumers.
What we recommend: Live dashboards with data from all social media platforms for systematic monitoring, and email alerts for immediate updates.
2) When Star Power Isn’t Enough: Pepsi x Kendall Jenner
What happened: Despite the collaboration with the globally famous influencer Kendall Jenner, the audience perceived the campaign as superficial. It was withdrawn and the company had to issue an apology.
What we learned: Without a meaningful understanding of the audience, even the strongest partnerships can undermine brand equity.
What we recommend: Audience-centric strategy, analysis of social media discussions before and after selecting an influencer, and alignment of values between brand and influencer.
3) Volume ≠ Sentiment in a Campaign with 2M Impressions
What happened: In a campaign with more than 2 million impressions, sentiment analysis showed that most posts and comments were negative and sarcastic.
What we learned: Vanity metrics, such as buzz and impressions, are important but not enough to evaluate a campaign. Qualitative analysis of social discussions (context, sentiment) is essential for proper assessment.
What we recommend: Combining quantitative and qualitative metrics to extract actionable insights.
Key Messages of the Presentation
- • Success is not necessarily based on thousands of followers, but on trust and authenticity.
- • A brand’s reputation is not built only on owned media, but also through what is said in comments and discussions across all social media.
- • Micro-influencers stand out because they build meaningful relationships with their audience.
- • Real-time monitoring is the only way to listen and respond promptly.
Conference Highlights
This year’s BOUSSIAS event gathered Greek and international speakers with practical insights into the future of social media:
- The rise of Artificial Intelligence (AI) as an opportunity (not a threat) and the need for continuous learning and adaptation.
- The value of social brand equity and the importance of not being carried away by constantly shifting trends.
- The rise of social search, with consumers looking for products, brands, and information directly inside platforms.
- The growing power of social commerce and opportunities for direct transactions between brands and users.
- Leveraging LinkedIn engagement as a tool to strengthen brand sustainability and credibility.
What Brands Gain from Social Listening
Social listening is not just a tool for monitoring social media publicity; it is the compass for designing every modern brand’s strategy. Success in influencer marketing and brand management relies on real data, qualitative analysis that interprets that data, and fast reflexes in the face of emerging risks.
In this journey, Clip News stands by every communication, PR, and marketing team, before, during, and after every campaign, providing real-time monitoring solutions along with essential human expertise.
Listening to the Audience
In today’s whirlwind of social media, brand perception can change within minutes, and the ability to “listen” to the audience in real time is invaluable. Every comment on social media is a piece of valuable information, as it can shape perceptions, emotions, and behaviors.
This is where Social Media Monitoring comes in. It’s the first step to gaining an immediate understanding of how the public perceives a brand. Through specialized tools, such as the Clip News Portal and Brandwatch, PR and Marketing experts can track what people are saying on social media about brands and competitors, identify growth opportunities, or avoid publicity crises.
From Monitoring to Listening
Social Media Monitoring is the collection of posts from social media channels, such as LinkedIn, X, Facebook, Instagram, TikTok, YouTube, through the search of specific keywords in dedicated platforms. This process is not limited to owned posts but extends across the entire spectrum of social media.
However, the power of knowledge does not have to stop at monitoring (or tracking). Social Listening goes beyond data; it analyzes the context of the discussion, the social media channels, top users, sentiment, trending topics, and more. It is the tool that enables communication teams to understand:
- How the audience reacts to a campaign
- How reputation evolves over time
- Which influencers align with the brand’s values
- Which influencers align with the brand’s values
SoMe & Influencer Marketing Conference
At the “Social Media & Influencer Marketing Conference 2025” organized by BOUSSIAS at OTEAcademy, Clip News Vice President of Media Intelligence, Katerina Kechagia, highlighted the capabilities of Social Media Monitoring and Social Listening through real case studies.
- In a campaign with over 2M impressions, sentiment analysis showed that most posts were sarcastic.
- During the recent publicity crisis of Pizza Fan, social media posts skyrocketed to 8,434 within just a few hours.
- The well-known Pepsi x Kendall Jenner campaign was considered superficial by the public despite the influencer’s millions of followers, leading the company to withdraw it.
Numbers, in order to gain real meaning, need to be combined with qualitative evaluation and turned into insights derived from public opinion. Because, as Ms. Kechagia characteristically stated, “Your brand is not what you say it is. It is what others say about it when you’re not in the room”.
Why It Matters Today
In an ever-changing communication environment, Social Media Monitoring and Social Listening offer:
- Real–time alerting for immediate crisis management
- Benchmarking against competitors
- Sentiment analysis and audience understanding
- Data–driven insights for strategic planning
The future of communication belongs to brands that truly “listen” to the audience, leveraging real-time monitoring solutions and analyzing social media discussions. Turning these into actionable insights results in deeper audience connection and more targeted campaigns.
The article was published on Daily Fax on October 21, 2025.
Clip News was a sponsor at the AI in Marketing Conference 2025, which was organised by Boussias Events and held at the OTEAcademy with the participation of top communication, marketing and technology executives. The Conference highlighted the decisive role that AI plays in strategic marketing, data analysis, content creation and the protection of the reputation of brands. Supporting such initiatives reflects Clip News’ unfaltering commitment to innovation and to connecting technology and communication.
Clip News Vice-President takes the stage
Clip News Media Intelligence Vice-President, Katerina Kechagia, delivered a speech on “AI-Powered Media Monitoring: Transforming Marketing Strategies with Real-Time Insights” and dwelt on the way AI transforms media monitoring, from a publicity recording tool into a strategic ally. Emphasising the importance of tracing crises in real-time, analysing sentiment (positive, neutral, negative), and predicting trends, Ms Kechagia stressed that brands can now bolster their narrative and maximise audience engagement. At the same time, she referred to the ethical and moral implications of AI use, giving prominence to the role of human supervision and data transparency.
During her speech at the AI in Marketing Conference, Ms Kechagia also referred to the recent, real case study of the National Gallery vandalism by Nikos Papadopoulos, a member of “NIKI” political party. The topic had 2,156 articles, posts and comments on websites and social media in only two hours. References skyrocketed to over 100,000 in 10 days! Marketing and communication executives can use technology, without “sacrificing” control over the image of their brand, by using tools such as:
- Thematic clustering
- Real-time monitoring
- Sentiment analysis
- Email alerts
And mainly… by combining human experience with AI technology.
What the rest of the speakers said:
- Demi Kazasi (Digital Team Member, Hellenic Advertisers Association) spoke about redesigning the international marketing process, focusing on digital experience and experimentation.
- Nicole Mezzasalma (Senior Consultant & Innovation, Battenhall) spoke about the way AI affects social media strategy, using examples and tools.
- Charlie Hills (Founder, Cognified) explained how to produce authentic AI content that truly transforms and does not drive the audience away.
- Ioustini Papavasileiou (Business Unit Director – Marketing Strategy, Consumer Insights & MarTech Solutions, MAX Greece) described how AI helps reduce media waste and create effective, data-driven campaigns.
- Oliver Yonchev (Founder, cocreatd) challenged the rumour that AI “kills” creativity, suggesting ways to make the two coexist.
- Eleanna Tavlikou (Instructor, Knowcrunch & Digital Creator, Human Minds) dwelt on how AI revolutionised visual media, with case studies on personalised and effective content.
- Elena Bouka (AI Legal Counsel) spoke about EU legislation on AI, restrictions, regulations on generative AI and what the above mean for marketing.
- Tania Giakoumaki (General Manager, Curious Ahead) spoke about the integration of AI into business development and branding strategies.
- Christos Passas (Digital Business Unit Director | Head of AI, Curious Ahead) introduced the notion of Generative Engine Optimization (GEO) and the need to protect reputation in AI-driven searches.
- Dan Debnam (Founder, Inovara) explained how AI agents radically change SEO and content search.
- Jérémy Grandillon (CEO, TC9) highlighted how AI can eliminate time-consuming sales procedures and increase performance.
Final Insights – Lessons and Prospects
The last discussion at the first day of the AI in Marketing Conference, coordinated by journalist Robert Pefanis, highlighted the main trends and next steps in using AI in marketing. The discussion saw the participation of Ioannis Kamilakis (Marketing Director, Public Group), Panos Bassios (Digital, Data & Analytics Director, MSD) and Marily Mitropoulou (Country Marketing Manager, Plum) and focused on the implementation of AI technologies in sales, content and strategy.
Clip News continues to dynamically invest in a future where media monitoring uses AI, by attending important conferences and by supporting the creative and strategic transformation of the market. Join us in keeping up with the developments – because information is fire and AI is its accelerator! For more information on the AI in Marketing Conference, click here.
A barrage of developments in all sectors, from technology and economy to marketing and consumer behavior, constantly affect the business environment. New trends, unpredictable crises and innovative strategies daily shape the landscape in which brands develop and exist.
In such a constantly changing environment, the need for timely information is now more urgent than ever. Internet and social media may be dominant, but TV & Radio remain the cornerstones of information and influence. Images on our screens and radio advertising spots continue to shape opinions, affect decisions and determine brand perception.
Radio-TV & Public Opinion
Numbers never lie: in Greece, more than 65% of the citizens daily use their TV for their information (Eurobarometer). Meanwhile, the radio has a loyal audience that spends at least two hours daily listening to their favorite shows (Statista). The power of live transmission gives such media a decisive role in public discussions. For Communication and PR professionals, ignoring what is being said about their brand or their business sector in Radio and TV is like flying blind.
Why Media Monitoring is Necessary
Radio & TV Monitoring is not just a technical procedure, it is a strategic tool. Constant monitoring can offer valuable information for:
- Reputation & publicity crisis management: A comment on a TV show can shape trends, positive or negative, for a company or a business sector. Direct information allows businesses to react immediately and control the narrative.
- Competition analysis: Radio and TV do not only promote our brand; they also promote the brands of our competitors. With Radio & TV Monitoring, businesses understand the promotion strategies of competition, evaluate the impact of their campaigns and locate differentiation opportunities.
- Brand awareness enhancement: Publicity monitoring contributes to the measurement of the public presence and recognizability of a brand, whereas data analysis helps plan more targeted communication actions.
The Combination with Internet & Social Media Monitoring
Traditional media do not operate independently of digital media. A statement on a radio or TV show may go viral on social media in only a couple of minutes. Likewise, a prime-time zone advertisement may cause a flood of negative discussions on social media. The combination of Radio & TV Monitoring with Internet & Social Media Monitoring present an overview of your publicity. The combined analysis of all sources allows brands to make more targeted decisions, predict trends and timely adjust their strategies, making sure that no crucial insight goes unnoticed.
From Information to Action
In a constantly developing communication environment, the real-time monitoring of all media is the only solution that guarantees total control over the public image of a brand. Information is power for businesses and allows them to use every opportunity in a strategic manner. The article was published on Daily Fax on February 12, 2025.
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