Month: April 2022

My top three question that want to ask a senior leader of my organization are:

1. As we have over 3,000 followers now, how to introduce our company’s product to followers, to turn these followers into customers in a more efficient way? 

The ultimate goal of any eCommerce brand using a social media platform for marketing should be to amass a following that’s willing to spend. The first goal of our brand in social media platform – increase brand awareness has been completed. At this time, we have over 3,000 followers right now, every post of our company’s social media account has hundreds of likes. However, these posts just provide tips and suggestions to target audience on finding a job, we didn’t introduce our product to customers yet. We need to find a way to include our products on our new contents.

2. How many members will you plan to add to the social media marketing team?

As our business on social media platform grows, we need more members to accelerate the work process. We need more members to respond comments, analyze customer needs, and create contents on other social media platforms. 

3. Which social media platform do you think is our next station?

RED is a good social media platform for increasing brand awareness, but we need a new platform to expand our business to more potential customers. We need to determine which platform our audience uses by looking at the demographics of the users on each platform. What’s more, each social media platform has its own personality and ways of communicating. We need to create contents that matches target platform’s personality.

I am excited to be an employee of Bay Street Staffing, Canada’s leading boutique recruitment agency.

Canada is now the world’s third-leading destination of international students, with a staggering 642,000 foreign students. According to statista, 116,935 international students at year’s end in Canada came from China in 2020. This number was a significant drop due to COVID-19. As the pandemic is going to end this year, we can expect more Chinese students landing Canada in the following years. On graduation, they possess a potent set of attributes for any employer: a coveted diploma, language skills, and the kind of ambition that brought them to Canada in the first place. Many of them intend to stay in Canada and build a career.

The biggest challenge for these Chinese students is how to get a job after graduation, many Chinese students find it is hard to find a job by themselves due to a lack of working experience and language barrier. Our company plans to extend our business to help Chinese students studying in Canada find their first job.

Helping Chinese students find a job abroad is not a new marketplace. There are hundreds of Chinese study abroad agencies in Canada, their business includes helping students to find a job locally. However, as a local company in Canada, our company has better resources. We have reliable relationships with large companies, we can introduce our customers to the hiring managers directly, which makes our company more competitive in this market.

The main issue of our company in this business is brand awareness. Chinese agencies know how to marketing to Chinese students, they know which social media platform has the most Chinese users, and they know what marketing content that Chinese students want to read. To increase our company’s brand awareness in Chinese students market, our company needs a marketer who really knows about the Chinese market, and makes Chinese students get to know our company’s business.

As I presented in my last blog, my work during these co-op term is to create new content on Chinese social media to increase our company’s brand awareness of Chinese students studying in Canada. To achieve this goal, the first step is to choose one Chinese social media platform to get started with our business. Our candidates include:

– INSTAGRAM

Instagram relies on photos or videos for conversation. As a result, this platform works really well for visual-based businesses, like art, food, retail, and beauty. 

– DOUYIN(TIKTOK CHINA)

DouYin is known for its short-form videos. The platform is useful for targeting the 18-24 age group and building brand awareness.

– RED(aka Xiaohongshu)

RED is an Instagram-like Social Media Platform. 80% of active Red users are women and Red’s primary customer base consists of young females between the ages of 18 and 35. Using texts, pictures, and short videos.

After careful consideration, we decided to choose RED as our main social media platform.

1. After investigation, the MAU(Monthly Active Users) of oversea Chinese users on RED is higher than DouYin and Instagram.

2. RED allows users to upload videos and photos, which provides more ways to achieve our business goals compared with DouYin.  

3. RED’s suggestion algorithm is based on the user’s geography location, which allows more users in Canada to see our post.

Our second challenge is choosing the right medium for our business. Firstly we tried to record videos to teach target audiences tips for job searching and writing resume, but we got only a few Likes.

We found that users like written content rather than watching a 5-6 minutes video. Because our target audience doesn’t have time to skim through a video in hopes of finding the information they need, they can easily find keywords in written content. We switched our content to articles and split the article into several photos. As a result, each of our new content got hundreds of Likes, and our social media account got more and more followers.

After two months of working, our company’s RED social media account’s followers increased from 6 to 3000, total “Liked” numbers increased from 5 to 26,000. My manager was surprised that I can get so many followers within only two months.