The Golden Rule of WeChat Marketing with the “Ronin of Marketing and Agency Work” Kenneth Cheung, Co-Founder at Actionable Data

07/25/18 • 30 min

China is obsessed with data. But how can you access it, and leverage it to your benefit? Kenneth Cheung shines a light on how you should be using data to market yourself or your company, and shares with us the “golden rule of WeChat marketing”. From initially acquiring data to actually learning how to use it properly, Kenneth walks this integral process while talking about his work in consulting on brand management and KOL influencer marketing in China. He also talks about the power of mini-apps, the first principals of market, and much, much more! If you want to market your brand on WeChat to its maximum potential, this is a can’t-miss episode.

Show Notes
1:42 Introduction 3:02 Describing China’s business ecosystem 5:11 China’s obsession with data 7:45 The process of doing a data search 11:00 Getting around closed systems 14:00 WeChat as a future platform for e-commerce 18:27 The power of mini apps 22:50 A crash course on KOLs 27:18 Lightning round questions

Feel free to leave a comment and start a conversation with us! If you have an ideal guest whom you would like to listen to, please let us know and we'll do our best to realize it!

Many thanks to our host Ryan Shuken, guest Kenneth Cheung, editor David and Geep, organizer Chinaccelerator and sponsor People Squared. Be sure to check out our website at chinaccelerator.com!

Feel free to leave a comment and start a conversation with us! If you have an ideal guest whom you would like to listen to, please let us know and we'll do our best to realize it!

Many thanks to our host Ryan Shuken, guest Kenneth Cheung, editor David and Geep, organizer Chinaccelerator and sponsor People Squared. Be sure to check out our website at chinaccelerator.com!

Previous Episode

Principles of Investment with Jörn Helms, Senior Advisor at Bank of Taizhou

What do investors look for in startups? This week, we have invited Jörn Helms, Senior Advisor at the Bank of Taizhou and Country Director for China with Portier Technologies. Portier is a smartphone platform for luxury hotels allowing guests to access the internet as well as order hotel services thereby increasing hotel revenues. With an extensive background in small business landing (as the former VP of Bank of Taizhou) and angel investing, Jörn is experienced with both large companies and small startups entering China.

From his first days in Taizhou, when he had to re-learn Chinese because of the local dialect, to his time as a mentor for Chinaccelerator, Jörn has personally crossed borders and found success in a new environment. Hear what he has to say about succeeding in the China startup scene from the perspective of an investor!

Know more about Bank of Taizhou: https://www.bloomberg.com/news/features/2017-11-15/military-drills-help-china-s-best-bank-toughen-up-its-staff

Show Notes: Jörn’s background 1:44 Banking Career in China 3:16 The principal of “see and touch” 12:39 Being a mentor 15:29 Breaking the China barrier as a foreign investor 21:03 Lightning round questions 23:20

Feel free to leave a comment and start a conversation with us! If you have an ideal guest whom you would like to listen to, please let us know and we'll do our best to realize it!

Many thanks to our host Ryan Shuken, guest Jörn Helms, editor David and Geep, organizer Chinaccelerator and sponsor People Squared.

Next Episode

Market Localization of the Highest Valued Unicorn with Sam Gellman, First Foreign Employee of Uber China

On this day 2 years ago, China’s ride-hailing industry experienced a major turning point - Didi purchased Uber’s China operations and Uber took a 20% stake in Didi. So far Uber has expanded in more than 449 cities and 66 countries. Today, many companies are still trying to elbow into this crowded industry.

In this episode, we are lucky to have Sam Gellman as our guest, the first international Uber employee that took care of the company’s expansion in Asia and China. Sam shared his past experience in redesigning Uber’s playbook to adjust to China’s unique ecosystem, channels for communication and user acquisition. Despite knowing only a bit of Chinese, Sam was assigned to create a Chinese name for Uber. Fortunately, the Chinese name 优步 turned out to be one of the most well-received foreign company names. As the person who worked on market localization for Uber, Sam also shared how they took the company from nothing to a massive exit within 3 years.

Also check out Uber CEO and Co-Founder Travis Kalanick's statement on the merger: https://www.uber.com/newsroom/uber-china-didi/

Many thanks to RISE Conference 2018 for gathering global elites in Hong Kong and supporting China Startup Pulse to present good quality content for our listeners.

Show notes:
Intro 1:44 Coming to Hong Kong with Goldman Sachs 2:40 Scaling Uber to Europe 8:30 The most surprising part of launching in Asia 10:08 Choosing a Chinese name for Uber 12:35 The key lesson learned from Uber 17:31 Having a global footprint while still improving your product 23:31 What’s keeping Sam busy 25:30

As always, thanks to our host Oscar Ramos, guest Sam Gellman, editor David and Geep, organizer Chinaccelerator and sponsor People Squared. Be sure to check out our website at chinaccelerator.com!