Micro-Star International (MSI)

Introduction

Micro-Star International, or MSI, is a much-loved and trailblazing brand in gaming, creation, and business fields. Being a global brand, with a presence in 120 countries, means it's important for MSI to know what people are saying about their products, services and content all over the world. To do that, MSI needed a communications tool with global reach that allows them to not only track sentiment but to understand it and inform the company's next moves in a highly competitive environment.

Challenge

The gaming and content creation communities are very well connected online and often like to share their experiences, good and bad, publicly. Being a longstanding brand in this space, MSI knew their customers were talking about them, but really had no way of tracking what was being said, responding to it, or acting upon the feedback to improve products or inform decision-making.

MSI Marketing Section Manager, Chang Ying Hsieh said: We knew there were conversations happening on social media, on forums and on other review websites, about MSI products and our services. The challenge for us was we didn't know when and where those conversations were happening, or what was being viral, unless those customers contacted us directly. The fact we're in more than 120 different countries, with customers having conversations about us in dozens of different languages, just added to the degree of difficulty of the communications task.