Ruoyun (Rauren) Xu Killian

10 years in business

3 evolutions from Agency Owner → Fractional CMO → Human Centered Marketing Advisor

No matter how my role has evolved over the years one true focus has been the same

Setting standards in digital marketing to be Human Centered

Because that’s how we build 100-year businesses - by focusing on the human relationship and impact we have in the community

It’s been a wild ride as an entrepreneur for over a decade and 15 years in Social Media marketing. Yes, this is why I’m called a Social Media Grandma. I have been doing this before some of the youngest users were even born.

Starting before Facebook even had business pages to now advising brands to build 100-year businesses. No matter how the algorithm has evolved one thing remains certain: that Social media has always been a direct reflection on human society.

And now, we as individuals have an even larger impact and access to shape how culture is made.

If we humanize the way we do business, then we in turn can humanize society overall.

#entrepreneur #entrepreneurlife #business #marketing

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9 months ago | [YT] | 2

Ruoyun (Rauren) Xu Killian

In one single tweet, Lego is able to go viral and take the internet by storm

And it’s by the design of their marketing strategy

Lego is a masterclass in brand marketing of building a fandom

Where they don’t need to rely on being a content house but let their fans build their content universe

So much so that Lego is now a lifestyle category making them resilient to inflation that while the rest of the toy industry is suffering, they have increased in profits

In this video, we are breaking down the secret sauce behind Lego:

- How they avoid cringing their audience in their marketing
- How they have built a fandom around Lego by creating a rainbow experience for their brand
- How they can knock out each launch because of the momentum they have built around their fandom creating Community Generated content
- How they are able to be resilient over time
- How YOU can also take a page from Lego’s brand book even if you’re not the size of lego

https://youtu.be/FLWHXg5g3po

#lego #legoland #legostarwars #marketing #branding #socialmediamarketing #legofans #marketingstrategy #legoblackcat #legobotanicals #contentmarketing

1 year ago | [YT] | 0

Ruoyun (Rauren) Xu Killian

I thought would introduce myself this Entrepreneur Day since it’s been awhile and there are so many new faces following me.



First off thank you all for following along and enjoying this content



I’m Ruoyun (pronounced Rauren), a Human Centered Marketing and Business Advisor based in Austin, TX.



Yes I’m a unicorn in this city having grown up here when you could go from north tip of Austin to the south in half an hour. I was born in China and moved to the US when I was 2 as a first generation immigrant. Over the years I’ve lived in Chicago, Europe, and Asia and now a polyglot speaking 🇺🇸 🇨🇳 🇯🇵 🇰🇷 🇫🇷



I’ve been in business for over 9 years including running an Social Media Marketing agency, fractional CMO to now advising 100 year brands.



I’m called a Social Media Grandma because I’ve been here since the beginning of Social Media Marketing aka before Facebook even had Business Pages.



Plus, internally I’m an 80 year old grandma as an old soul who’s priorities are less on the constant growth grind and more on sustainable natural ease growth.



That includes both tending to my fur children and many plants as well as viewing businesses growing like plants. You’ll hear me say Humans are like plants a LOT in advising.



In my spare time, you’ll find me being a home body with my husband, nerding out about history, kpop, true crime, and food. I’m a OG Cassiopeia (OT5) and Moomoo and in my previous life I used to be music journalist during the PSY Gangnam style era. Hence why you will see me covering kpop comebacks cause those are next tier marketing campaigns (IYKYK).



I am an audiobook demolisher (current count is 237 for the year) mainly as I go about crafting, plant life, and organizing my house. You will catch me with my latest cross stitch project going through my shows rotation includes Korean Variety shows, occasional kdramas, annual binge of Call the Midwife, Bones or Criminal Minds with a sprinkle of British shows like Downtown Abbey.



I started this channel for the humans that bring the brands to life to be human while being in our nerdiness. Where we are learning to humanize marketing (the way we communicate) to then humanize business (the way we innovate as a society) so that we can humanize our humanity. It is a classroom to come and explore where we will go down conversation rabbit holes but lack of compassion, critical thinking and collaboration is NOT tolerated and will be yeeted out.



So I want to know you now, comment below

- What drew you to my channel

- What content did you want to see next



Thanks for following and see you in my next video!

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1 year ago | [YT] | 2

Ruoyun (Rauren) Xu Killian

Happy Halloween 🎃
The Downfall of Nike, Starbucks, Youthforia & Mr. Beast: Business Horror Stories 👻 is live by demand!
https://youtu.be/9qnbB7B5tH8

Who do you think will end up in the Business Graveyard? 🪦

1 year ago | [YT] | 0

Ruoyun (Rauren) Xu Killian

Hello happy humans!
I would love your input

We're seeing a lot of downfalls that may in the future become great horror stories to tell future business people as warning tales of what not to do such as:
- Nike losing it's brand value with their Data driven CEO
- Mr. Beast Drama because of massive growth without structure
- Downfall of Bee Better on Tiktok

My question is: Would you be interested in having 1 long form video to spill the whole tea and why these are warning tales for future

Or just want a YT short to get a cliff notes?

Vote below and comment below if there is another brand you wanted me to cover

Thanks in advance!

1 year ago | [YT] | 0

Ruoyun (Rauren) Xu Killian

Hello Happy Humans!

Wow this is wild that there are now over 2200+ of you following this channel. My channel has slowly grown over two years and the massive growth in just the last two months is all thanks to you tuning in and nerding out with me.

Thank you so much for following me along this ride!

A quick introduction of myself and this channel.

I’m Ruoyun, pronounced Rauren. I’m your social media grandma who has been doing social media marketing before some of you were even born.

By day, I’m a human-centered marketing advisor building 100-year brands through guiding companies to implement human-centered marketing systems and building an environment where their creatives can thrive.

This channel is designed to be a Marketing classroom where we explore:

- Marketing wins and fails
- The human decisions behind them because 90% of business problems are human problems
- Trends on social media and our world landscape that affects how we operate business
- and more

So that we, as marketers and consumers, can know why things happen and have a say in how we want things to happen.

If we can humanize the way we do marketing, in turn, we can humanize business aka the driving innovator of what society dictates, and then humanize how our society interacts.

Thanks for following along!

Comment below if there are other brands that you would like for me to cover and unlock why they’ve been successful or are now in decline. Or if there are any business and marketing questions you want to know and nerd out about.

1 year ago | [YT] | 5

Ruoyun (Rauren) Xu Killian

Hello hello! I'm curious to see if you will see this. I'm writing a script for a video and I can't seem to land on a third category even though I know there is one.

What is the trifecta of content that will always go viral
- Babies
- Pets
- [BLANK]

Context: needs to be viral beyond all cultural limitation

Comment below and thank you ahead.
#contentmarketing #contentcreator #marketing #videoediting #business #socialmediamarketing #socialmedia

1 year ago | [YT] | 1

Ruoyun (Rauren) Xu Killian

Hi Y'all!
We're chatting about leadership and how we as, leaders, can continue to grow and cultivate our team as we continue to scale. The key trick? Remembering that Humans are like Plants

3 years ago | [YT] | 0