Social Media Marketing Tactics For Jackgouwu.com

Social Media, such as blogs, microblogs, SNS websites and QQ groups, is anInternet-based new media in which everyone can participate and interact with each other..Social media is the publishing platform of user-generated content, and the Internet-basedmeans for establishing and maintaining social relationships. Social media marketing is a kindof viral marketing conducted on social media, falling into the category of Internet marketingwith Web2.0features.Jackgouwu.com is a small B2C online retailer, selling wipes and other householdcleaning supplies of domestic famous brands. The necessity of social media marketing forJackgouwu.com is discussed after analyzing their online sale process and productcharacteristics.Screening analysis is done on selected user-generated contents published on the twomain domestic social media, Sina microblogs and Renren.com. The contents are found withmaximum forwardings or views. Based on the common characteristics of these contents, thefocuses of public opinions are found for what users concern and share on Sina microblos andRenren.com. The social media marketing tactics is proposed for Jackgouwu.com, based ontheir products features and virtual marketing model. This social media marketing tactics isapplicable to small vertical B2C e-commerce retailing enterprises.The main values of this paper are:(1) reducing the cost of Internet promotion,especially for saving a large amount of advertising costs;(2) finding focuses of publicopinions on social media, which can be linked to products features and serves for marketingpurposes.The first part of this paper is the brief overview of the project origin, research values,content framework, methods and innovations of this paper. The second part starts with theconcept, growth and trends of social media, and then analyzes the status and characteristicsof the domestic social media platforms. In the third part, introduction is given for the salesservice procedure and products features on Jackgouwu.com. The third part then discusses thenecessity for this website to utilize Internet resources and social sharing platforms. Thefocuses of public opinions on domestic social media are found in the fourth part of this paper.A solution of social media marketing is designed for Jackgouwu.com in the last part of thispaper.