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Follow the conversation: #AsiaQ
DIGITAL DISRUPTION
Gavin Heaton @servantofchaos
disruptorshandbook.com #DigiTalks
MARKETING: WESTERN PERCEPTION,CHINESE REALITY
Gavin Heaton @servantofchaos
#AsiaQ
DisruptorsHandbook.com
Follow the conversation: #AsiaQ
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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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
In 2015, Alipay send 240 million.
And WeChat topped 1 billion
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http://bit.ly/1PFBk8L
DOES HAVING A LOT OF
FANS MAKE YOU AN
INFLUENCER?
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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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REMEMBER
DIGITAL TRADITIONS
4 As of TRUST
KOLs are PAID not EARNED media