Leading Chinese digital company Mailman have just released the ‘must have’ guide to a football club wanting to make it in China’s sporting wilderness.  Whether you are Barcelona, Manchester United, Liverpool or even Stockport County, the question is the same:  How do you convince 450 million Chinese internet users to follow your club? Having managed the Chinese fan bases of major sporting organizations around the world, Mailman have reviewed the China strategies of the world’

This is a huge milestone for the club as it shows clear reward for their decision to target China and highlights the opportunity for clubs to take advantage of the vast number of football fans in China. Just 4 months on from Liverpool FC’s partnership with Mailman, we are celebrating Christmas in style as having seen steady fan growth we are now the 2nd most followed Premier League football club on SINA Weibo, behind Manchester United.  However, with the speed of Liverpool’s

We’re here at last….. I can now reveal Mailman’s favorite campaign of the last 5 years… VW Fox – “Planeta Terra” Twitter Zoom As official sponsor of the popular Sao Paolo music festival ‘Planeta Terra’, ‘Volkswagen’ saw a great opportunity to drive consumer interest in the launch of their new car, the Fox. As the festival had sold out in a very short space of time, the one thing the youth of Brazil wanted….was tickets! Objective To come up with a highly targeted, innovative a

Why do companies use social media in China?  This article addresses these questions and more.  Written by Andrea Fenn, as featured in the February Shanghai Business Review. When in the mid-2000s automobile brands like Volkswagen or Honda started leveraging Chinese online forums to talk about their nameplates, the world of Chinese social media was muddy ground for doing business. Rules were unclear, governmental control was tight and the Chinese Internet audience seemed more i

Chinese social networks are accessed from all over the world.  A young Chinese student in Dallas is tapping into the same Chinese social network his compatriot is accessing from Shanghai.  When looking to connect with Chinese consumers you must be establishing a presence amongst the key Chinese social network.   The Chinese social media landscape looks very different to the key sites that populate the western channels.  We have prepared a thorough list of popular Chinese soci

Listening to current marketing principles today; one can easily become distracted in the multitude of social media channels and where the real value lies.  One basic principle we’ve seen promoted and more often adopted is ‘crowd sourcing’ or ‘marketing to crowds’ when in fact the validity of this argument is actually very weak. The merits of a crowd – as defined by most dictionaries define it as ‘a collection of people’.  Now although the logic behind communicating to a large

How many of the 400 million online Chinese are you currently selling too? What types of Chinese luxury consumers are you missing out on? How do you best use the plethora of online social networks to best connect with your customers? To build or not to build a community? Join Andrew Collins, CEO of the Mailman Group in exploring these questions and more while delving into proven online strategies that create value for your brand not just today but for years to come. The semin

Mailman are proud to offer our latest company credentials.  This document is to be used as a guide for how we approach our business and a sample of the successful work we continue to produce. Contact Mailman today if you wish to connect your brand with a increasingly global Chinese audience. Donwload our Credentials here. Mailman_Creds_2011_pdf #Community #Content #Mailman #Strategy

Statistics have showed us that the International Chinese community are so very closely aligned with their mother land.  You will experience an immediate benefit with Chinese in your country (USA / Europe) as a result of making a commitment in China.  Things you should consider include: Chinese all over the world participate in Chinese mainland social forums They talk a lot They share each others experiences The families are close with mainland relations Mandarin is the no.1 s

OK I’m going to keep this really simple – not to bore any of you.  So without further ado; follow these steps. 1.    When requiring registration or a collection of data – allow the user to perform the function first THEN request a form to be completed (ie:  if you need a registered user to write content, have them write first, then ask for data) 2.    Don’t distract the user UNLESS you want to.  Keep the flashy banners to yourself as you may be hindering your main objective.