• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Chinese teens and digital - Social media week 2012
 

Chinese teens and digital - Social media week 2012

on

  • 173 views

This is the deck from my talk at the Shanghai social media week conference in October 2012

This is the deck from my talk at the Shanghai social media week conference in October 2012

Statistics

Views

Total Views
173
Views on SlideShare
173
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Chinese teens and digital - Social media week 2012 Chinese teens and digital - Social media week 2012 Presentation Transcript

    • Chinese teens and digital Social media week Shanghai, Sept. 25th 2012
    • Why this topic? Under-explored Pressing issue that is important for the future 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com
    • WHO ARE THEY? The post-90s / 90后 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 3
    • The post 90s Confidence in self and country Sense of self worth Digital natives Fast gaining spending power 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 4
    • Generational differences Post 80s / 80后 The face of the new China Fitting in Making it big Showing status Careful planning Post 90s / 90后 Post 00s / 00后 Finding my way Bonding with more relevant groups Occasional conflicts Telling my story Exploring and experimenting ? Enjoying Excessive focus on success? The superficial generation? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 5
    • HOW DO THEY PERCEIVE THEMSELVES AND OTHER GENERATIONS? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 6
    • Perception of self and other generations 1 A generation with an acute sense of uniqueness… “Forward looking” “Active” 2 “We are quick to embrace new things” “Misunderstood” …but not intent on open rebellion “We would like more encouragement from our elders” “We just want more space to breathe ” “We sometimes need to be more mature” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 7
    • Perception of self and other generations 3 How they see other generations Post 80s “Their way of doing things is very different” “They are focused on work and quality of life” “It sometimes seems like we have grown apart, like strangers” Post 00s “They are very open minded” “They play games on the iPad even I can’t play…” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 8
    • Perception of self and other generations 4 Perception as being extremely reliant on the internet “Compared to young people in western countries, we probably use the internet a lot more and are much more reliant on it for our daily lives and finding information that is relevant to us” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 9
    • HOW DO THEY DESCRIBE THE INTERNET? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 10
    • How do they describe the internet? “Rich” 丰富 “Fast” 快捷 “Free flowing” 畅通 “Fresh” 新鲜 “It better reflects reality” 现实 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 11
    • HOW DOES THIS GENERATION USE THE INTERNET? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 12
    • How they use the web 1 A constant presence in their lives From sunrise… …to sunset… …and in between “After brushing my teeth in the morning I’ll log on QQ and chat for a while” “I’ll often play games on my phone or go on RenRen at night until I fall asleep” “I usually surf Weibo while doing my homework” “I go online with my phone whenever I feel bored” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 13
    • How they use the web 2 The central hub of content consumption habits Culture Music @ Movies/TV Information 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 14
    • How they use the web 3 A force for diversity “Korean TV Shows” 韩剧 “Japanese mangas” 动漫 “War movies” 战争片 “Fashion” 时尚 “K-Pop stars” 韩国流行音乐明星 The Web allows these young people to pursue their own personal interests and develop niche tastes like never before. 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 15
    • How they use the web 4 A social bond “If I can only talk to a person face to face, it might take me a long time to know her but online, we can get to know each other much more quickly” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 16
    • How they use the web 5 A mean for self expression Digital channels are giving teenagers new ways of è Expressing their deep seated opinions è Telling their daily life stories to those who matter most to them 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 17
    • THE POWER OF MOBILE “My smartphone pretty much never leaves me” 手机基本上不离身 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 18
    • The power of mobile 1 Rapid democratization of smartphones “All of my classmates have smartphones” “My parents offered me this iPhone after I performed well on my exams” … despite parents’ reluctance “My parents are afraid that my phone well have a negative influence on my studies” “My parents will often take my smartphone away when I get home” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 19
    • The power of mobile Most popular brands Android is fast rising and users are actively embracing it 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 20
    • The power of mobile 2 A symbol of personal power and independence Smartphones allow teens to circumvent parental rules on internet use and have their own private web terminal “After I’m done with my homework I go on QQ with my cellphone because my parents lock up the computer” Smartphones allow teens to tell their own stories and share exciting moments with their circle of friends “When I see a lovely scene, when I eat etc… I will take a picture of it for my friends to see” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 21
    • The power of mobile 3 A companion of everyday routine At home In class 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com During various activities 22
    • The power of mobile Gaming Instant messaging Most important uses Social networking / micro-blogging 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 23
    • WHAT ABOUT SOCIAL? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 24
    • What about social? 1 What are the main platforms? The “King QQ” The 2 main social platforms “I’ve been using QQ for a long time and have gotten used to it” “RenRen and Weibo and the sites I use most often” “The best social platform is Weixin” The rising star “I love the voice messaging function” “Weixin is the platform I use to stay in touch with close friends” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 25
    • What about social? 1 What are the main platforms? (2) … and the rest BBS still popular especially amongst girls Kaixin only popular for games, seen as deserted “My foreign friends only use Facebook” “I use Twitter to follow the celebrities that I like” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 26
    • What about social? 2 What are the key uses? Express oneself “I often post about my mood” “I often post to complain about things” Tell their daily life stories (mainly through mobile) Connect with people with similar interests (for some) 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 27
    • What about social? 2 What are the key uses? (2) Stay informed about topics of interest Culture Celebrities Fashion 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com Current affairs 28
    • What about social? 3 Repartition of roles between platforms “Connecting with close friends” Picture sharing Organization of outings Deepening relationships “Connecting with the world” Staying informed Discussing new trends Meeting new people Forwarding interesting content 猫叔 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com Gangnam style 29
    • What about social? 4 What about brands? A few brands mentioned… … but overall not major brand followers Strong role of social media in getting product and brand information, but not always through official brand accounts 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 30
    • WHAT IS THE PLACE OF ECOMMERCE? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 31
    • What is the place of e-commerce? 1 Not heavy e-commerce shoppers (yet)… 2 … still value the retail experience… “I still buy most of my things during shopping trips” 3 … but are all knowledgeable about e-shopping… “I will often help my family members pick and pay for things online” 4 … and perceive its advantage “I often buy things in shops and then realize it was cheaper online, I do not know why I bought it offline…” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 32
    • What is the place of e-commerce? Electronics Key products Books Clothes and shoes (For electronics) Key sites (For books) 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 33
    • What is the place of e-commerce? 5 E-commerce and social media are deeply integrated “Sometimes I will be attracted by a picture I see on RenRen with a very special piece of clothing and I will check out the Taobao link” “I recently found a great pair of shoes through Weibo, the picture had a Taobao link” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 34
    • @ GOING FURTHER: WHAT IS YOUR WEB PERSONALITY? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 35
    • Your web personality How is your personality online different from off line? “Bolder” 更胆子大一点 “I can say online what I can’t say offline” 我现实当中说不出的话, 我 在网上都可以发出来 “More gentle and calm” 会再温和一点 “More open minded” 比较开朗一点 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 36
    • IMPLICATIONS FOR BRANDS 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 37
    • Implications for brands 1 Tap the opportunity 2 Understand the target and adapt the approach 3 Go mobile 4 Get them involved 5 Offer something 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 38
    • ANY QUESTIONS? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 39