Chineasy book


Last week, I purchased the book “Chineasy” by Shaolan. The curious thing is that I have never had much inclination to learn Chinese before. So why start now? Well, it’s all due to social media…

A friend of mine shared a post on Facebook saying “wow! This page is really cool”. Naturally, I was curious and clicked the link that took me to the Chineasy Facebook page (, which I then browsed through.

I was very impressed by the concept of illustrating Chinese characters with pictures. I’m a visual learner and I was thrilled to read that the author of these pictures was thinking of publishing a book. I visited her website and looked through all the designs she’d posted and even pledged to her kickstarter goal to help her reach her dream of publishing the book.


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Several months later, when I had forgotten all about Chineasy, I visited Waterstones. I was perusing the different sections of the book shop when I stumbled upon the published “Chineasy” book. I squealed with excitement and ran to pick it up. My friends looked at me as though I were insane.

“Since when are you interested in learning Chinese?” A friend asked me.

And that’s when everything clicked in place.
“Since I saw that post on Facebook… Since I visited Shaolan’s website and saw her pictograms…”



I was fascinated by the use of marketing and social media and began asking myself questions. I have narrowed them down to 3 main questions sets, which I would like to explore in more depth.

1. How did I become SO aware of Chineasy?

2. What drew me in? Why did I become loyal so quickly and fervently?

And now, for some research…


Word of mouth

I heard about Chineasy on Facebook, a social media platform. But the REASON I clicked on the Chineasy page was because I saw it endorsed by a friend. If an add about Chineasy had been on the side of my Facebook screen I probably would have ignored it – after all, I hadn’t been interested in learning Chinese!

Just look at how word of mouth by close relationships impact sales!




The site above explains the impact of word of mouth brilliantly.

The New Word of Mouth – Word of Mouth 3.0

Brand awareness and the power of recommendation are old marketing concepts. However, with the introduction of social media sites, it has evolved to a whole new level.

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(Marketing Week:

Even without monetary incentive, people advocate or criticise products, and share information; it’s a social element.


(Small business marketing Forum:

People can become unofficial brand advocates.



The reach of social media platforms

In 60 seconds, look at how many clicks there are per social media site. The reach of social media is incredible. Combining this reach with the willingness of people to share feedback about products, marketing spreads like wild fire, whether it be formal or informal.

Online in 60 seconds

Online in 60 seconds


In fact Erdogmus and Cice (2012) emphasize the importance of social media as a new marketing platform and conclude that “advantageous campaigns on social media are the most significant drivers of brand loyalty”.



I became aware of Chineasy because my friend was informally acting as a brand advocate and due to the reach of Facebook I was exposed to the product.


Next research topic:

 WHY did I become committed to Chineasy?