Social Media Marketing Course 2011 at GSU with Jake Aull Final Group Project on Zappos

2.  Established in 1999 by Nick Swinmurn
 3 Locations: Los Vegas, Kentucky, and San Fransisco
(hometown)
 Number of Employees: 2,500 and growing
 Specialties: customer service, eCommerce, apparel,
and footwear
 2009 merged with Amazon.com
 Company Growth and Sales for 2010
"Zappos and Amazon sitting in a tree..." - Tony Hsieh,
CEO of Zappos.com, Inc.

3.  Females ranging in ages 18-49 who already
shop online.
 Most have a college or graduate degree
 Annual income of $100,000+,
 No kids
 Customers main concern is election and
customer service
 Customers less concerned with price

4. Powered by Service
Zappos.com offers
online customers
Unparalleled service,
selection, and
delivery for almost
all their shopping needs.

5. 1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative, and Open-minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With
Customers
7. Build a Positive Team and Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble

6.  “To offer the best customer service in the
industry”
 To “wow” every customer
 To create emotional connections with
customers (becoming a social friend)
 Create word of mouth (social media)

8. @Zappos_Service - customer
@Zappos (Tony Hsieh): service
tweets about the company account •~10,500
and its culture followers
• ~1.8M •Klout 54: topics incl. customer
followers • Klout service blogging,
61: topics incl. customer style • 8 diff people
service, tech, SoMe who answer and they're very
personable
@Inside_Zappos - tweets about @ZapposHowTo - niche account
company/office that helps customers do special
culture • things/empowers
~5,600 them •
• Klout 41: topics incl. ~162 followers
business, beauty, breast cancer • Klout 12: topics incl. video

10.  21 Blogs on Zappos.com
 CEO and COO Blogs
 28 Posts since 2008

11.  Quantcast Findings
 Over 9,600 visits vs 9.3
million in 6 months
 No other channel
directs towards blogs
readership

12. Benefits of Types of Video Metrics
YouTube  Highlight  Founded March
 Low Cost Videos 2006
 Showcases  Behind-the-  2,500 Subscribers
Products Scene Videos
 Engage in  Clips  230,000 Channel
Communication mentioning Views
 Build Loyal Zappos.com  2.5 million
Customers  Style Videos Upload Views
 Job Recruitment  Employee Office  229 Uploads
Videos
 Spoof Videos
 Commercials

13. Site Categories
• Couture.zappos.com
• Outdoor.zappos.com
• Rideshop.zappos.com
• Running.zappos.com
• Blogs.zappos.com
• Zappos.com/How-To
• My.Zappos.com

15.  Job Postings
 Has facts about Zappos employees
 Common skills of employees
 City they live in
 Level of education
 College they attended
 Recommends Zappos family companies
 Company Awards and Recognitions
 Shows what other sites were visited

16.  What is it?
 Created to help business people with their company
culture and customer service
 Who are the members?
 Group Creator and Leader: Christi Scott
 162 members
 $40 a month subscription to a video service that lets
them ask Zappos employee questions
 Offers 2 day boot camp where participates visit the
headquarters and have meeting with Zappos
executives

17.  Twitter is Zappos' main communication
medium between customers & company
 They have created a B2B model from their
success in B2C Social Media /Customer
Service (Training business)
 Weakness in blogging and organization
 Needs to elaborate from customer targeting