Ruoyun Xu Killian

Ruoyun Xu Killian Business Advisor, Speaker, and Instigator of Human Centered Marketing.

Learn more on Human Centered Marketing through my Youtube
https://www.youtube.com/channel/UCfhmTGNgiDvGCxGf51Pi78g

90% of business problems are people problems - Joseph HughesA business problem exists and can be hard to solve on our ow...
09/25/2024

90% of business problems are people problems - Joseph Hughes

A business problem exists and can be hard to solve on our own because we’re too close and most of the time, our personal narrative gets in the way.

That’s why having an unbiased guide is powerful to help us create brain space.

And why I’m offering Human Centered Advising Sessions where we get to see both the business AND the human beings that bring it to life.

This is an open brain space to help you explore topics like:

- Understand your human-centered brand including the relationship you’re building with your consumers
- How to creatively express the unique human that you are as a brand through social media and content
- If you’re pivoting or evolving as a brand, how the new change can be rolled out
- Understand how well your overall marketing efforts from digital marketing to traditional serve the bottom line of your business
- How to effectively grow your marketing team to match the growth that you’re currently sustaining
- Reviewing your annual budgets, Objectives, and Goals, and reality checking to make sure they’re achievable

Schedule a call today: https://stan.store/imperfectlyren/p/1-hour-human-centered-advising-call

09/20/2024

You can have multiple faces of your brand without losing the heart of the brand.

Mila has become the dumpling darling with celebrity endorsement with actor Simu Liu, partnerships with Uncle Roger, and their main content creator, Jalin Siu, being established in her own right.

They’ve done a perfect face-forward balance without singularly relying on a single creator while letting the Founders stay behind the scenes and only come out as needed. It has helped them sell over 20 million dumplings or $16 Million in revenue on just the dumplings alone.

It’s because their focus has always been on the nerdiness of their food with faces that are familiar as messengers rather than the main person you are building a relationship with.

So we can focus on bonding over the love of dumplings instead of a person.

What do you guys think would you buy their food? comment down below

Watch the full analysis of Face Forward Brands: https://youtu.be/Ido_Uct1Niw

09/19/2024

Did we actually make it to demure fall?

Or did the demure trend completely die off?

Tracking Social Media Trends like watching the stock market specifically crypto currency.

Some like the Of Course trend have enough creativity range that allows for it to stay longer because creators can make it their own like an long-term investment.

Whereas others like the Demure trend lacks depth to where it’ll hyperinflate when everyone and their mother decides to hop onto the trend.

It’s a great lesson in marketing for brands to:

1. Trust their marketing team understands what the trend means AND if it matches their brand to partake

2. Have the flexibility to act on it in a timely fashion BEFORE it hits peak saturation

Which brands did you think understood the assignment and which ones failed?

Comment down below

09/13/2024

Set Active gained over 100,000 followers on TikTok and Millions of views on videos consistently thanks to Sam, their in-house influencer turned content creator.

But what happens if the main person of your account leaves?

Does that affect the profitability when their Instagram and TikTok are drastically different?

Because the people in the comment thread of his announcement video were willing to go to war for him and historically, content that features him outperforms others.

Watch the full youtube video: https://youtu.be/Ido_Uct1Niw

I am honored to have been featured in the Girls That Create Podcast chatting about:- How the creative scene has evolved ...
09/10/2024

I am honored to have been featured in the Girls That Create Podcast chatting about:

- How the creative scene has evolved online with influencers and creators.

- What counts as inspiration or plagiarism as there are now large brands pulling “ideas” and borderline copying smaller creators.

- How to get started on video

https://www.wordofmomradio.com/ruoyun-killian-girls-that-create-podcast/

08/28/2024

Do you think Influencers are cheapening luxury brands and ruining fashion shows?

Because according to Oscar De La Renta “Having press doesn’t advance our business interests”

Which is a HUGE YIKES since that is why Press and Influencers exist: To build brand awareness for these major brands

And while they may build a lot of brand awareness, is it the type of awareness that will maintain the luxury status of the brand? Or cheapen it by making it too accessible?

That is the fine balance that many brands from The Row to Louis Vuitton has to balance based on their audience.

Sometimes you need multiple shows during a single fashion week.

What do you think? Does Influencers cheapen a luxury brand?

How are influencers and press different from say celebrity endorsement now that some Influencers have even more followers compared to celebrities?

Comment down below

videos featured:







As the economy continues to sway and consumers are getting more and more selective on brands that they want to try on.We...
08/27/2024

As the economy continues to sway and consumers are getting more and more selective on brands that they want to try on.

We got to ask the question of how do we maintain and increase brand loyalty.

It starts with how you are first introduced to them.

Are they buying into your brand where it can create a long term relationship

Or are they just buying from you in that moment?

If you want the former - it all starts with trust. Where they know you, like you and work with you. To love what you do so much that they want to come back and bring a friend.

If you’re still unsure of who that person is that you’re building trust with or how to communicate that trust? Check out my Build Your Brand Story bundle on my stan store:

https://stan.store/imperfectlyren/p/build-your-brand-story-bundle

**Viral = (unique human connection + timing) times infinity**That’s what it takes because these last two weeks have been...
08/26/2024

**Viral = (unique human connection + timing) times infinity**

That’s what it takes because these last two weeks have been a cool wave of boosts that went beyond my wildest imaginations.

Not only has one video popped off but now there is a video going over 1 million impression and 100k in views. For reference previous videos did at best around 2k impressions.

I’m so thankful for all of those that have enjoyed my content and engaging in the comment threads and directly messaging me. It’s why I do all of this is to meet other happy humans who love to nerd about marketing and how it shapes our world.

**So as a marketing nerd I got to ask how did this happen?**

And take y’all behind the scenes cause we can’t see each other’s analytics and I’m curious to see what you think in my analysis of Linkedin

The first video that popped of was around nerding out about blending in vs standing out for ads on Social Media resounded so well with other marketers and business people. To this day it’s still growing naturally despite being 2 weeks old at this point simply because people are still chatting about it.

At first, I thought it would be similar to Youtube where one video goes strong creating a wave that raises all subsequent videos

What I didn’t expect was landing right as Linkedin fully rolled out their in-video feed feature and rather than a normal spike I kept seeing each video grow stronger and stronger

- Normal video performance became 20k views - 200k impressions+
- Really engaging videos landed at 100k views - 1 million impressions+

**My thoughts as a creator:**

1) “About time!” at Linkedin for finally letting video be a part of the conversation.

2) Impressions: how actually viable are these? I personally care about video views and watch time which is a standard across all platforms

3) Will Linkedin let me see percentage watch soon? Because I want to be nerdy about my craft

What are your thoughts with the this new shift of Linkedin focusing on videos?

Comment down below

08/22/2024

Was it Forever21’s intention to move out of offering plus size clothing?

Because that was the impression creator Samrya got when she called them out for quietly shrinking their in-store plus size section and consolidating their social media accounts without proper size representation in their content after the merge.

Now Forever21 been responsive by inviting the creator to come give insight to how they can improve their customer experience and posting a post in acknowledgement.

Overall, good response however, their post failed to answer the main problem: lack of accessibility to try plus sizes in the store with only half of their stores offering plus size options.

And it wasn’t until they were prompted in the comments that they explained they plan to expand.

So we have to ask, do they plan on being transparent with their audience? Or are they being just responsive enough to quell the outcry for people to forget?

Only time will tell how they choose to expand.

Do you think they handled as well as they could?

Comment down below

Does this sound familiar to you?Marketers get the brunt of the criticism because there hasn't been a direct way to tie m...
08/08/2024

Does this sound familiar to you?
Marketers get the brunt of the criticism because there hasn't been a direct way to tie marketing efforts to the P&L in the past.
However, we have so much data nowadays that we can track the full customer journey experience.
This can help us focus on where down the journey we should focus on optimizing versus throwing the entire playbook out.
But we're usually not in the room where major decisions are being made.
Maybe it's time for a change in perception of how marketing should be part of the conversation.
What other comments have you heard that made you cringe?
Comment down below
hashtag hashtag hashtag hashtag hashtag

Would you give up Lactaid for easier packaging?Maybe it was the viral trend on Tiktok for storing Lactaid or Lactose sin...
08/02/2024

Would you give up Lactaid for easier packaging?

Maybe it was the viral trend on Tiktok for storing Lactaid or Lactose single pills into a Pez dispenser.

But the need for easier packaging while on the go has been made clear and it’s the main point of these ads that I’ve been targeted.

But did they work?

We're breaking down in this video

- Did the ad work?
- Did their website convert?
- Would I be willing to pay extra for easier packaging or a stronger dose?

Watch now https://youtu.be/uyRBdoEtN1w

07/11/2024

How you handle the comment threads will make or break your videos and your brand!

Especially when handling controversial topics like Youthforia's black foundation or calling out Betheny Frankel for writing off a whole category of foundation.

How you choose to interact with your community can create great conversations or a hate comment thread

Both will boost your video but one with your mental health intact

Watch for more content creator tips: https://youtu.be/eJ4FNrGBd8M

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