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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
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
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…
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
Companies are trying to leverage from Twitter in many different ways… Other: Surveys & Polls – Brand Awareness – Lead Generation – Professional Networking – News Distribution - Website Traffic
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.
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
Provide feedback on brands, products, recent events or launches
Discuss product ideas
Learn about exclusive deals or offers
Get customers service
Consumers also enjoy when
Brands give them tips
Brands provide them with interesting links
Brands share their views on subjects not related to the business
Brands express a human touch
Brands say ‘hi’ and respond to their tweets
Consumers love the fact that ZAPPOS does all of the above and beyond!
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
Zappos has a tacit but tangible way to engage with its followers… @
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…
How using Twitter aligns with Zappos core values and marketing strategy?
What best practices can we learn from Zappos activity on Twitter? Source: Twitter101forbusinesses
We have learned many things about Zappos @ Twitter, however there are 3 we should not forget... Show your face Give value Be reachable
Tips… firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com firstname.lastname@example.org email@example.com Note: these tips were not written by us