Marketing - Western Perception, Chinese Reality

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DIGITAL DISRUPTION Gavin Heaton @servantofchaos disruptorshandbook.com #DigiTalks MARKETING: WESTERN PERCEPTION,CHINESE REALITY Gavin Heaton @servantofchaos #AsiaQ DisruptorsHandbook.com

Transcript of Marketing - Western Perception, Chinese Reality

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DIGITAL DISRUPTION

Gavin Heaton @servantofchaos

disruptorshandbook.com #DigiTalks

MARKETING: WESTERN PERCEPTION,CHINESE REALITY

Gavin Heaton @servantofchaos

#AsiaQ

DisruptorsHandbook.com

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TV

Phone

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In the West, “digital

disruption” is a hot topic

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In the West we had to learn “social ettiquette” – in

China that’s the way it has always been done

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About one third of users in China, Hong Kong and Singapore watch online video every day. In Hong Kong, watching video on a computer or mobile in the evening (26%) is more common than watching TV (14%).

-- Jeff Bercovici, Forbes

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WE ARE NOT TALKING

TECH – WE’RE TALKING

BEHAVIOUR

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THREE FACTORS

Digital traditionalism

Rural-urban

migration

Loneliness Distrust

Rural-urban migration is giving rise to a new traditionalism

The “one child generation” Government

controlled media is not trusted

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In Chinese culture gifting is all about exchange. When you

receive something from others, you want to give something

back in return. When I send a red envelope to my friends, they

send me one in return immediately. It is akin to a greeting, like

asking: “how are you?” You are expected to ask the same

question back.

-- @Meg_Zeng

http://bit.ly/1PENyhU

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DIGITISING TRADITION

In 2014, 40 million virtual red envelopes were sent via

WeChat

In 2015, Alipay send 240 million.

And WeChat topped 1 billion

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Victoria Song has over 16.5

million followers on Weibo alone

KOLs

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http://bit.ly/1PFBk8L

DOES HAVING A LOT OF

FANS MAKE YOU AN

INFLUENCER?

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THE RISE OF THE MICRO CELEBRITY

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HUMAN FLESH SEARCH ENGINE

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FOUR As of TRUST

A BILITY Only write about and discuss topics where you have competence and ability to deliver on your promises.

A UTHORITY Do you have expertise in the subject matter? Are you recognised in your industry? Do you have the gravitas to tell the story?

A DVISE Can you take the lead in communicating with your audience? Influence action through clear direction.

A CCOUNTABILITY Take responsibility for outcomes (good and bad). Be clear in your communications and transparent in disclosing your interests.

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NOT ONLY ONE WAY

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BE YOUR OWN IDOL

#MyIdol http://en.faceii.com/g.html

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REMEMBER

DIGITAL TRADITIONS

4 As of TRUST

KOLs are PAID not EARNED media

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QUESTIONS?

@servantofchaos

[email protected]