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Unveiling TikTok E-commerce: My Journey in the B2B Marketing Department Internship at TikTok Shop

  • TikTok Shop: TikTok's commercial department (a subsidiary of ByteDance, headquartered in Beijing, China), aiming to sell products in TikTok application.

Category: Reflections on Work Experience

Keywords: TikTok; E-commerce; Marketing; Social Media; B2B

Business Backgrounds

Mission

Showcasing the business prospects of operating online stores on TikTok, attracting merchants to join TikTok Shop, and assisting in promoting TikTok Shop in focused countries.

Region

UK and Southeast Asian markets.

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Social Media
Management

Content Curation

Content Strategy and Planning

  • Assisted in developing long-term content strategies and content calendars for social media platforms.

  • By conducting competitor analysis to identify trends and opportunities and participating in internal brainstorming sessions, I generated creative ideas and plan content sections.

  • Determined publishing cycles and schedules for consistent content delivery.

Key Message Identification and Integration

  • Identified key messages suitable for promotion based on business requirements and marketing objectives.

  • For the launch of the Southeast Asian market, I collaborated with departments such as public relations, sales, and management to gather essential information about the launch date, business priorities, and major product categories. I incorporated these key details into the communication content to ensure a compelling message.

Omnichannel Operation

Building and staying on top of all channels

  • From scratch, I established and managed various channels, including TikTok, Instagram, Facebook, LinkedIn, and Chinese platform WeChat.

  • Maintained content calendars for each channel, ensuring timely and accurate content publication aligned with brand objectives.

  • Specifically, I handled day-to-day operations across platforms, emphasizing attention to detail and cultivating a sense of perfection. For instance, I continuously adjusted the banner image size on LinkedIn to perfectly align with the logo, and answering questions for clients.

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(Click the icons to see the social pages)​

Tailoring marketing for platform and goals

  • Modified marketing materials to suit the tone and objectives of each platform, enabling effective cross-platform publishing.

  • Actively diversified the types of marketing materials, including videos, posters, and long-form content, aligning the content with platform characteristics and audience preferences to achieve optimal dissemination effects.

Branding

Maintenance of Visual Identity and Design

  • Creating a comprehensive brand design document that serves as a guide for internal teams, enabling them to effectively communicate and uphold the TikTok Shop brand image.

  • Ensuring consistent brand design elements are incorporated into all essential materials, including marketing collaterals, website assets, social media graphics, and other touchpoints.

Offline scenarios

Executed brand logo exposure and other materials at event venues and ensured the consistent display of brand materials during on-site activities.

Online scenarios

Ensured consistent brand design and tone of voice across all materials, including the official website and social media posts, thus maintaining a unified brand identity in online assets such as social media posts and website content.

(For reference. Source: https://tiktokbrandbook.com/)​

Building a Repository of Brand Resources

  • Planned and executed in-depth case studies with key clients, actively participating in the process.

  • Participated in drafting and producing the English version of the brand's pitch deck to provide sales teams with comprehensive marketing materials for communicating information to potential clients.

  • Consolidated brand resources to enhance the brand repository, strengthening the brand asset bank. Showcased the brand's capabilities and strengths to potential clients through the effective utilization of the brand resources repository.

(For reference. Source: https://shop.tiktok.com/business/en)​

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  • Successfully detached the TikTok Shop brand from its parent brand, TikTok, establishing a distinct brand identity and fostering independent brand awareness and consumer perception.

  • Captivated a larger audience of brand enthusiasts by leveraging compelling brand assets, thereby generating heightened interest and amplifying conversion opportunities.

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Achievements

Event Marketing

Livesreaming

  • Conducted content planning for Livestreaming sessions which specifically targeting new merchants, by defining key processes aligned with business objectives and arranging internal stakeholders to deliver presentations.

  • Engaged in the production of pre- and post-Livestreaming materials, including promotional posters, Livestream covers, recap videos of past Livestreams, and compelling social media posts highlighting the key moments of the Livestreams.

Offline Conference

Pre-event preparations

  • Collaborated with agencies to oversee the setup of event booths and the production of materials, such as determining the stage colors, creating on-site slideshows, and developing engaging pre-event videos.

  • Managed media contacts for paid event coverage and pre-event promotion, generating industry attention and anticipation.

On-site support

  • Strategically arranged and placed brand materials to enhance brand exposure, such as prominently featuring TikTok Shop's social media QR code for attendees to scan and follow.

  • Supervised and directed external personnel, including stenographers, photographers, and videographers, ensuring accurate and comprehensive documentation of the event.

  • Proactively handled unforeseen circumstances, such as last-minute changes to slideshows or unexpected guest absence, collaborating with PR to develop contingency plans and manage crisis public relations needs.

Post-event activities

  • Organized and archived materials captured during the event to enrich the brand's media library for future use.

  • Scheduled social media publishing calendars for event-related media content, aligning with business objectives, and consistently leveraging "highlight moments" and other engaging formats to reinforce branding efforts.

Public Relation & Compliance

Internal Training for Design Compliance

  • Created comprehensive design compliance documents and effectively disseminated them across the cross-functional team, ensuring widespread understanding and adherence to brand standards across all materials involving the brand beyond the marketing team.

  • Collaborated with the compliance and public relation teams to regularly compile instances of non-compliant designs and presented relevant cases during scheduled compliance training sessions, reinforcing compliance awareness and practices.

(For reference. Source: https://developers.tiktok.com)​

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Mitigation of Public Relations Risks

  • Conducted research on internal and competitor social media content and collaborated with the public relations team to establish and expand a document outlining prohibited and discouraged brand language, including lack of separation from the TikTok parent brand and references to competitors.

  • Established and led a compliance approval process for external meetings involving TikTok Shop, involving relevant stakeholders from multiple departments to review and ensure that meeting content did not involve any risk-related elements, thereby safeguarding the brand's reputation.

Media Collaboration

External Media Outreach

  • Conducted research on media collaborations of competitors and referred to authoritative media rankings within the industry, in order to identify suitable long-term media partners and create a media outreach list. Assisted in the drafting and reviewing of cooperative articles with the selected media.

  • Collaborated with the public relations team to compile a list of media outlets that proactively reached out to us, assessing the value and feasibility of potential collaborations.

  • Assisted the Marketing Manager in organizing media resource exchanges and other related tasks, contributing to the efficient management of media assets.

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Influencer Collaboration

  • Established connections with TikTok teams in countries such as the United Kingdom, France, and Germany to create lists of influencers suitable for collaboration with our brand.

  • Leveraged insights from the research to identify influencers who strike a balance between reasonable collaboration costs, strong performance metrics, and a brand-aligned persona.

  • Collaborated with TikTok influencer operations team, reaching out to selected influencers to discuss partnership matters.

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