When marketing in China it is not enough to just “tell a beautiful story” – Chinese consumers want “real rewards”.
So says Ken Hong, general manager of strategic marketing for China’s Twitter-like social network Sina Weibo.
Addressing the Social Matters conference in Hong Kong recently Mr Hong, suggested a material reward for engaging with a brand in social media is more powerful than slick marketing in China.
“In China, don’t just tell a beautiful story,” Hong advised delegates in an on-stage interview with the global MD of Social@Ogilvy, Thomas Crampton. “Show real rewards,” he said, such as a discount or a promotion.
“It’s not enough to give Chinese consumers a great video,” he said, suggesting that consumers need to be involved through activities such as exclusive product launch events.
“They have to know what is the benefit for me. They’re (Chinese consumers) very practical in that sense,” he said.
Mr Hong added that China’s consumers are very demanding, and are quick to complain about a product or service if they feel isn’t justifying their time in social media.
“(Social media) fans are worth something (business-wise) – they’re not just a number.”