Dynamic Process Analysis_Marketing Process
(Yueyang Hu, Muxuan Zhang, Ruini Weng)
During OSM’s marketing process, OSM creates a portrait by organizing and analyzing promotional products, consumer behavior, and big data technology. It also integrates the QR code marketing system with industrial Internet logo analysis. It supports OSM's efforts to develop new products, track shifts in consumer preferences, establish brand concepts, and target specific customer groups.
Define Your Goals: Direct brand promotion; Share content of thought leaders; Brand building and value enhancement
Identifying Success Metrics: In addition to the most basic metrics like the number of products sold, number of repeat customers and product praise rate, etc, there are also some important new Social Media Marketing metrics. For example, the completion rate of the live broadcast. The higher the completion rate, the more attractive the work. It can be said that the completion rate of Tik tok is the first lifeline of Tik tok, and the higher your completion rate, the higher the Tik tok recommendation mechanism will think that the higher the quality of your content, so that it will push your content to more users, which makes popular products be produced. Secondly, Likes Rate. The higher the number of likes, the higher the number of recommendations. Popular products must be high-like products, and when OSM is doing TikTok operations, it must pay attention to the like rate. Generally speaking, the first wave of content pushing should have at least 3%-5% likes rates. Third, the comment rate. The better the review rate performance, the higher the weighted recommendation. Standard NO.4, retweet rate. Fifth, fan conversion rate. The proportion of followers converted to followers, and the rate of new fans brought by a single video are also the key data to impact the advanced traffic pool.
Identifying Target Audience: All ages of Females
Define your Value: High-quality and more versatile products at lower prices.
Make personal connections: a) Find well-known bloggers to promote and live online to sell goods. Well-trained bloggers are able to recommend products that are suitable for different audiences in the live broadcast room. b) Build a perfect back-office operation team to provide one-to-one consultation and answer services for customers.
Gather and analyze data: OSM creates a portrait by organizing and analyzing promotional products, consumer behavior, and big data technology. It also integrates the QR code marketing system with industrial Internet logo analysis. This enables efficient and fast collection of customer information and sales data.
Number of relationships: OSM has a strong business relationship network with thousands of partners covering multiple industries. In addition to closely related cooperation between industries, there are also, for example, OSM's cooperation with the China Sports and Swimming Management Center; cooperation with China's most popular game company Honor of Kings; official cooperation with the United Nations Geographic Information Conference, etc.
Strength of relationships: OSM has many close and strong partners. For example, as early as 2021, Oshiman had reached a cooperation with Wuhan Best Carey Biotechnology Co., Ltd. to jointly develop Oshiman’s customized whitening raw material project and jointly applied for a national invention patent; it also cooperated with the National Nanomedicine Engineering Technology Research Center of Huazhong University of Science and Technology Signed a cooperation agreement and announced the establishment of a joint laboratory.
Resource-controlled: As a leading company in the pearl industry and a leading company in long-established Chinese local skin care products, OSM has a large number of first-hand and best-quality resources. Including high-quality leidian pearl resources, scientific and technological resources with multiple patented inventions, entertainment industry network resources of high-quality spokespersons, etc.
SM is used by the ESN software platform to enable collaborative work among individuals inside an organization. Boost decision-making, problem-solving, knowledge exchange, and communication.
OSM uses Enterprise WeChat as an ESN to help employees communicate and cooperate (WeChat Enterprise can integrate with WeChat payments, mini-programs, messages, and other features to support businesses in running their operations and working effectively. Workers in the same organization can have private conversations with one another).
OSM's Enterprise Wechat:
Enterprise 2.0 Using new social software platforms inside businesses or among businesses, partners, or clients.
According to SMIS security concerns, OSM faces the risk of being unable to control customers' product evaluations when selling goods on TikTok. Addressing this issue, OSM attaches great importance to the training of live streamers, and has never underestimated the construction of the operation team behind the the streamers. OSM has made targeted adjustments to the live broadcast script, and the streamers’ communication skills will be more inclined to stock up goods. Behind them, it is necessary to cooperate with more professional operators to provide 360-degree high-quality services for the streamers from pre-heating to live broadcast in terms of broadcast support, field control, operation, after-sales, etc.
Live streamer promotion on Tiktok:
Negative comments and kind reviews from OSM:
In the face of negative comments, the company's requirements for employees are: first, never escape from negative comments. In the face of negative reviews, OSM cannot avoid them, let alone delete them. Second, respond promptly. Customer reviews are real-time, and OSM also needs to follow up in real-time. Third, apologize sincerely. When consumers encounter problems, OSM needs to sincerely apologize and, if necessary, provide rebates to consumers as an apology.
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