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A Conversation On WeChat in China

How can brands leverage the latest Asian social media mega success WeChat to strengthen business? Recently, we invited clients and industry friends to The Spot Café in Shanghai for a conversation on WeChat. Over 180 communications professionals and marketing executives in the city including Tencent’s WeLife Director (East China) Zhao Yong and 51buy.com's Chief Strategy Officer Max Hong attended the event. [ ...

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Brabantia: Mapping New Marketing Strategies

How do you help one of Europe's leading design companies persuade Chinese consumers that their products are a natural fit for a typical Chinese home? In this video, MSL China talks about its latest campaign for Brabantia, which wanted to re-launch in China and encountered a common challenge most foreign brands face: earning the trust of quality conscious consumers and business owners that still favor tradit ...

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Johan Bjorksten in China Daily on Microblog Campaigns

China Daily's European edition today features an insightful article on how agencies are helping brands conduct microblogging campaigns in China. Our expert, Johan Björkstén, chairman of MSL China, was quoted in the article. "Our experience from China shows that sites that adopt a relaxed yet professional tone attract the most followers." Read the full article "A to Z of micro blog marketing" on China Daily. ...

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How A Social Media Immersion Workshop Can Help

Crisis management poses a number of well-known challenges on organizations such as ensuring that the spokesperson communicates “according to script”, b uilding consensus within the Crisis Team on the causes and appropriate remedies of an issue, c oordinating the actions of different departments to avoid conflicting messages. The social media environment now requires us to consider new questions. How can we: ...

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Consumer Rights Day: What if McDonald’s hadn’t had an official weibo?

Today it's Consumer Rights Day in China - we take a look at what happened last year to share our insights with you, especially in the wake of the horse-meat crisis that has hit Europe. (Follow the Twitter hashtag #wcrd2013 for this year) [caption id="attachment_7418" align="aligncenter" width="500"] McDonald's China | Courtesy: m_ax via Flickr[/caption] On March 15, 2012, also known as “Consumer Rights Day” ...

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Zombie Accounts, Smear Campaigns: Crisis Management

In the 14th Century Chinese novel 'Water Margin', one of the characters named Li Kui is a famous hero whose reputation is known throughout the country. A bandit named Li Gui assumes the identify of Li Kui in order to attack and rob highway travelers. One day, Li Gui meets the real Li Kui who is upset with the impostor and quickly defeats him in a duel. The story illustrates the danger of using a fake identi ...

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Introducing The Art of Weibo Crisis Management

By Catherine Cao, Director at MSL China Marketers and communications professionals would be crazy to ignore the 300 million microbloggers in China (roughly the size of the entire US population) who access their platforms at least twice a day and follow on average 4 company accounts, according to China Internet Watch. Many microblogs, or weibo, have accumulated more than one million views, shares or follower ...

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The Idealist: Talent in China

The Idealist (Me & society) is of the four types of profiles we listed in our whitepaper ‘From Mao to More: Catching up with the next generation of talent in China‘. “I just feel… China has to change. Journalism is a way to change China’s situation now.” - Amie, Journalism Major Want to heal the world Idealists have high expectations for the world in which they live and being able to contribute to socie ...

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Come Hell Or High Water: MSLGROUP At Global PR Summit 2012

By Scott Beaudoin, Consumer Practice Director, MSLGROUP, New York Two thoughts crossed by mind as I woke up in Boston on October 30th. There was the eerie irony that I was heading to the Hurricane capital of the world, Miami, Florida as my north-east American colleagues were waking up to the aftermath of Hurricane Sandy. And, there the thought about how the PR industry must be feeling about MSLGROUP’s rise ...

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