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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 Zappos at Twitter Presentation Transcript

    • 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…
      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
    • …thanks…
    • 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/