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Zappos at Twitter
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Zappos at Twitter

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A brief description why Zappos presence on Twitter has been successful...

A brief description why Zappos presence on Twitter has been successful...

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Zappos at Twitter Presentation Transcript

  • 1. PROF. JUAN BAUTISTA GARCIA ALCAZAR
    DIGITAL COMMUNICATION,BRAND AWARENSS & S.MEDIA
    “…connect deeply…”
    - Tony Hsieh, CEO
    BY GROUP A
    ANNE CAMILLE BIANCHI-MIRASOLE - LEONARDO BITTAN – GONZALO DE LA MATA – RAHUL NAMBIAR - ELENA IBAÑEZ – FILIPE ANDRE GOMES
  • 2. Since 1999 Zappos is powered by customer service
    = Over $1 Billion in Sales!
    > 10 million customer
    Employees = Zapponians
    Offer of $2,000 to new employees who quit
    24/7 1-800 Phones
    No sales-based performance
    Shoes
    FREE shipping both ways
    Clothes
    365 Days Return Policy
    Handbags
    Fast accurate fulfillment
    Eyewear
    Directing to competitors
    Accessories
    Customer Service
    Inventory of all products
    Culture (there is a book!)
    Core Values
  • 3. Zappos core values reflect a deep sense of good relationships and inspiration…
    “…we invited every employee at Zappos to participate in the process, and here's the final list we collectively came up with…” – Tony Hsieh, CEO
    Deliver WOW through service
    Embrace and drive CHANGE
    Create FUN and a little WEIRDNESS
    Be ADVENTUROUS, CREATIVE and OPEN MINDED
    Pursue GROWTH and LEARNING
    Build OPEN and HONEST RELATIONSHIP with COMMUNICATION
    Build a POSITIVE TEAM and FAMILY SPIRIT
    Do MORE with less
    Be PASSIONATE and DETERMINED
    Be HUMBLE
    CLICK HERE to hear from Zapponians about Zappos core values…
  • 4. Zappos marketing communication strategy is focused on being available to the world…
    facebook
    blogs
    YouTube
    MySpace
    word of mouth
    CEO @ Twitter
    492 Zapponians @ Twitter
    Customer Service
  • 5. Companies are trying to leverage from Twitter in many different ways…
    Other:
    Surveys & Polls – Brand Awareness – Lead Generation – Professional Networking – News Distribution - Website Traffic
  • 6. Zappos started using Twitter to build their culture among employees but along the way they discovered the power to build the culture with its consumers as well…
    Over 400 Zapponians
    CEO – 1.4M followers
    Stream of all Tweets
    External-To Customers
    CEO Tony Hsieh looks at any opportunity to interact with customers as a chance to burnish his company's brand, interact with customers, send information, basically being the voice of the company.
    More than 400 Zapponians who connect with its followers promoting the brand’s culture and enhancing its image
    Internal to employees
    Hsieh has encouraged his employees to use Twitter, even posting a guide to using Twitter on the Zappos site. He says using Twitter can help employees to get to know one another and create a cohesive corporate identity. "Initially it took a bit of commitment because nobody had used it," he says. "Twitter has helped with our company culture." Today, more than 400 employees Twitter at Zappos.
  • 7. Internet users go to Twitter to obtain information on an ongoing environment…
    Consumer connect with brands on Twitter mainly to
    • Share their experiences with the brand
    • 8. Provide feedback on brands, products, recent events or launches
    • 9. Discuss product ideas
    • 10. Learn about exclusive deals or offers
    • 11. Get customers service
    Consumers also enjoy when
    • Brands give them tips
    • 12. Brands provide them with interesting links
    • 13. Brands share their views on subjects not related to the business
    • 14. Brands express a human touch
    • 15. Brands say ‘hi’ and respond to their tweets
    Consumers love the fact that ZAPPOS does all of the above and beyond!
  • 16. Zappos objective of being active with its Twitter followers is to build long-term relationship with them and to reflect the company’s core values and culture…
    Zapponians mostly tweet about their personal lives
    Zapponians build personal relationship with their followers
    Zapponians have no guidelines about how or when to tweet
    Zapponians have the option to take a Twitter course at the company
    Zapponians tweet at work and at their own time
    Zapponians reply to its followers
    Zapponians reflect their core values on their tweets
    Zapponians connect deeply
    Core Value #6. Build OPEN and HONEST RELATIONSHIP with COMMUNICATION
  • 17. Zappos has a tacit but tangible way to engage with its followers…
    @
  • 18. These are just some frequency stats about how /Zappos tweets…
    Just by taking a little glance at these stats and combining it with all the buzz this Twitter execution has created, we can easily conclude that being active and having high levels of participation is key to keeping the followers’ tweet spirit alive…
    The discussion about analyzing the rest of the 400+ Zapponians to find any frequency tweeting patterns was never brought to the table…
  • 19. How using Twitter aligns with Zappos core values and marketing strategy?
  • 20. What best practices can we learn from Zappos activity on Twitter?
    Source: Twitter101forbusinesses
  • 21. We have learned many things about Zappos @ Twitter, however there are 3 we should not forget...
    Show your face
    Give value
    Be reachable
  • 22. Tips…
    anacamila82@gmail.com
    filipe.victor@vodafone.com
    leonardobittan@gmail.com
    gonzalodelamata@gmail.com
    eibanez.mdmk2010@alumno.ie.edu
    rahul.nambiar@gmail.com
    Note: these tips were not written by us
  • 23. …thanks…
  • 24. References
    http://twitter.com/zappos
    http://www.slideshare.net/CEOTeam/zappos-twitter-class#stats-bottomhttp://www.slideshare.net/krianbalma/zappos-pg-presentation-82008-presentation
    http://www.businessweek.com/technology/content/sep2008/tc2008095_320491_page_2.htm
    http://www.stephanspencer.com/social-networking/why-zappos-is-into-twitter-ceo-tony-hsieh-speaks
    http://www.slideshare.net/CEOTeam/zappos-twitter-class#stats-bottom
    http://www.readwriteweb.com/archives/zappos_twitter.php
    http://www.usatoday.com/tech/products/2008-07-20-twitter-tweet-social-network_N.htm
    http://mashable.com/2009/01/21/best-twitter-brands/
    http://www.time.com/time/specials/packages/article/0,28804,1901188_1901207_1901196,00.html
    http://www.slideshare.net/yuksel_/zappos-interview-presentation
    http://www.clickz.com/3628952
    http://mashable.com/2009/04/26/zappos/
    http://about.zappos.com/press-center/media-coverage/real-case-social-media-zappos-ceo-not-all-atwitter-about-twitter
    http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person
    http://master-advertising.ie.edu/