A possible social media strategy for Zappos.

1. Social Media Strategy for
Zappos
Hester Townshend
PUR 3622/RTV 4930
Project 1

2. Table of Contents
 Executive Summary
 Social Media Audit
 Social Media Objectives
 Online Brand Persona and Voice
 Strategies and Tools
 Key Dates and Timing
 Social Media Roes and Responsibilities
 Social Media Policy
 Critical Response Plan
 Measurement and Reporting Results

3. Executive Summary
 The main objective for this social media for 2018 will be to increase the online
following and community and increase sales.
 The primary focus will on driving more traffic to our website and by sharing more
engaging and relevant content about our product and building a relationship with
our customers.
 Two major social strategies will support this objective:
 A plan to increase the volume of content we publish on social media profiles.
 Encourage the community conversations and cultivation relationships.

4. Social Media Audit
The following is an audit of Zappos® social media presence, which includes an assessment of social networks, web traffic,
audience demographics, and a competitor analysis.
 Social Media Assessment:
 Assessment Summary:
Currently the highest number of interactions are on Facebook, with Twitter & Instagram
having the lowest interactions.
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://www.faceboo
k.com/pg/zappos/ph
otos/?ref=page_inter
nal 2245548 3 3.50%
Twitter
https://twitter.com/Z
appos 2.83M 7 2.50%
Instagram
https://www.instagra
m.com/zappos/?hl=e
n 97000 7 2.50%
Youtube
https://www.youtube.
com/user/zappos 6780 5 4%
Reddit
https://www.reddit.co
m/r/Zappos/ 71 0 27.80%

5.  Website Traffic Sources Assessment :
 Assessment Summary:
Currently Facebook is the biggest driver of traffic to the website. Pinterest is
at the lowest ranking by only 0.7%.
Source Volume % of Overall Traffic Conversion Rate
Facebook 5697 38% 3.8
Twitter 2152 4.96% 1.96
Pinterest 3532 7.83% 0.7
Reddit 4235 27.83% 2.8
Youtube 6257 19.63% 1.96

6.  Audience Demographics Assessment
 Assessment Summary:
The majority of the demographic belong to women between the ages of 31 and 51.
Their primary source of social network is Facebook, Reddit and Youtube. They seek
affordable and stylish shoes for all occasions.
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
30% 18-30 70% Female 70% Female 38% Facebook Affordable Shoes Fashanoble Shoes
45% 31-40 30% Males 30% Males 37.83% Reddit
12.5% 41-55 50% Facebook 15% Pinterest
12.5% 56-80 20% Youtube
10% Twitter

7.  Competitor Assessment:
 Assessment Summary:
The above analysis focused on three major competitors with a strong social media presence on Facebook, as this is
highest performer. They succeed in providing high visual content to the audience and use unique customer service
skills to drive their brands. Areas where the competitors need improving is response times to customers and
interaction with their audience.
Competitor Name Social Media Profile Strengths Weaknesses
DSW
FB: DSW Designer Shoe
Warehouse
Daily fun visually stimulating posts
what to ware and how to
Long response times to customer
complaints / problems.
Nordstorm Rack FB: Nordstrom Rack Affordable ellegant shoes Very little social media activity.
Macy's FB: Macy's
Daily fun visually stimulating posts.
Quick responses to customers.
Promotional video's receive low
engagement.

8. Social Media Objectives
The overall business goal is to improve the website traffic received from social media
and to improve customer relationships, including response times.
 Social Media Objectives to Support Business Goals:
 1. Increase unique visitors from social websites by 20% in the next 6 months by:
 a. Expanding social media platforms to Instagram and grow the community.
 b. Expanding social media platforms to include Snapchat and grow that community.
 2. Increase Twitter followers by 4000 in 6 months.
 3. Increase the volume of visual content (photos and videos) to be published on all
channels by 30% in 6 months.

9.  KPIs :
 Quantitative
 1. Number of new followers from Facebook, Instagram and Twitter.
 2. Number of new Snapchat followers.
 Qualitative
 1. Number of weekly visual content on Facebook and Instagram.
 2. Sentiment Analysis of social media engagements.
Key Supporting Messages:
Shoes for every occasion and for every budget.

11. Online Brand Persona & Voice
 Reliable
 Responsible
 Fun
 Friendly
 Happy
 Adventurous
 Examples of Brand Voice in Social Media Interactions:
 "Thank you for your feedback. We will replace the shoes for you at no cost."
 "We are delighted to hear that our shoes were such an inspiration to you. Thank you for
being such a wonderful customer."

12. Strategies & Tools
 Strategies to Will Support Our Social Media Objectives
 Paid
 1. Review the best performing organic post on Facebook and boost it on Fridays. The post must
have 100 reaches, 50 likes and 10 comments.
 2. Review the best performing organic post on Instagram and boost it on Fridays. The post must
have 100 reaches, 50 likes and 10 comments.
 Owned
 1. Every second Friday of the month introduce a sale #FabulousFridays to inspire customers to
share the content and drive more traffic. This will be on FB, Instagram and Twitter.
 2. When customers buy two or more pairs of shoes reward them with a 20% on their next
purchase if they share their experience and the hashtag on social media.
 Earned
 1. Monitor Twitter and Instagram for hashtags related to our market shoes, kicks, kickz, creps,
biscuits, jays, sneakers and more and extend a discount to any mentions of the brand.
 2. Partner with 2 influences in fashion to promote our product.

13. Tools
 Approved
 Hootsuite
 Rejected
 N/A
 Existing Subscriptions/ Licenses:
 Kapost
 Vimeo
 Photoshop

14. Key Dates and Timing
 Key Dates:
 Valentines Day
 Easter
 St. Patrick's Day
 Memorial Day
 Mother's Day
 Father's Day
 Thanksgiving
 Christmas
 New Years

15.  Internal Events:
 May 10th - 13th - Team Building Weekend in Las Vegas
 December 24th - 26th - Community Soup Kitchen
 Lead Times:
 One month before each event
 Reporting Dates:
 Reporting will occur once a quarter in February, May, August and November. Exact dates
will be provided once finalized.

16. Social Media Roles & Responsibilities
 Social Media Director: Caroline Forbes
 Responsibilities: Driving loyalty initiatives including Zappos Rewards. Managing
Creative Services department. Heading up demand generation marketing channels
including display, retargeting, and social ads as well as mobile marketing program.
 Social Media Manager: Ben Parker
 Responsibilies: Driving the health and success of the Social Sensei circle, identifying new
platforms for Zappos.com to grow its brand presence, analyzing listening data for
consumer insight, leading a team of community managers, bringing social data into
Zappos.com's CRM, working with Amazon.com on technology and social product
integration.
 Social Media Coordinator: Carl Peters
 Responsibilities: Manage paid search portfolio for high-growth categories. Also
developed cross-channel reporting solutions for ecosystem analysis, served as liaison
between search and merchandising teams, supported SEO team, and led trademark
compliance efforts.

17. Social Media Policy
 Zappos does not have a social media policy as they believe that happiness at work
equates happiness at home and focus on customer service results in repeat
business.
http://www.jobcast.net/how-zappos-got-social-media-right/

18. Critical Response Plan
 Scenario One
 Inappropriate Tweet Sent from @Zappos
 Action Steps
 1. When Tweet is detected:
 a. Take a screenshot
 b. Delete Tweet
 c. Alert Ben Parker (Social Media Manager). If unavailable alert Caroline Forbes (Social Marketing Director).
 2. Caroline and Ben are to evaluate the impact, and if any further action is needed.
 3. Ben should develop a follow-up Tweet with approved by Caroline.
 4. If the Tweet was picked up by the media, Caroline should manage all direct contact. If Caroline is
unavailable, Megan (Marketing Director) will manage all contact.
 5. Caroline and Ben should follow-up with the employee responsible for this Tweet to evaluate if any
disciplinary actions are needed.
 Pre-approved Messaging
 Will depend on the nature of the Tweet.

19.  Scenario Two
 Disgruntle employee goes viral
 Action Steps
 1. When video, Tweet or interview is detected:
 a. Alert Ben Parker (Social Media Manager). If unavailable alert Caroline Forbes (Social
Marketing Director).
 b. Caroline and Ben will coordinate with Olivia Pope to release a statement to the press.
 Contact Information:
Owner Name Telephone Alt. Telephone Email
Marketing Director Megan Peterson 777-521-6253 777-555-2693 Megan@zappos.com
Social Media Director Caroline Forbes 777-786-3438 777-786-5263 Caroline@zappos.com
Social Media Manager Ben Parker 777-858-5261 777-858-6254 Ben@zappos.com
Social Media Coordinator Carl Peters 777-985-8547 777-987-4261 Carl@zappos.com
PR Agency Oivia Pope 777-958-7416 777-963-5247 OliviaPope@OliviaPope.com

20. Measurement and Reporting Results
Quantitative KPIs
 Reporting Period: 3 months
 Data as of February 1,2017
 Social Network Data
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://www.face
book.com/pg/za
ppos/photos/?re
f=page_internal 2245548 + 5% growth10 posts per week, 5.50%
Twitter
https://twitter.co
m/Zappos 2.83M + 2% growth10 posts per week, 4.50%
Instagram
https://www.inst
agram.com/zap
pos/?hl=en 97000 + 10% growth 20 posts per week 4.50%
Youtube
https://www.you
tube.com/user/z
appos 6780 + 3% growth 8 posts per week 5%
Reddit
https://www.red
dit.com/r/Zappo
s/ 712 posts per week 27.80%

21.  Website Traffic Data
 Results Assessment:
 The Instagram community has grown by 9700 followers in the past 3 months, thus the
team has already surpassed their goal.
 All other social media platforms has grown, indicating that the strategies and tools in
place are successful.
 The social content has improved and engaging more people.
 #FabulousFridays Performance has been constant at driving new customers.
Source Volume % of Overall Traffic Conversion Rate
Facebook 5697 43% 3.8
Twitter 2152 6.96% 1.96
Instagram 3532 17.83% 0.7
Reddit 4235 27.83% 2.8
Youtube 6257 22.63% 1.96

22.  Qualitative KPIs
 Sentiment Analysis:
 An analysis of the interactions on 150 Facebook posts, 100 Instagram posts and 100
Tweets revealed the following:
 All customers are satisfied and truly happy with their purchases. They promote their
by word of mouth and by way of social media which drives more traffic to our websites.
 No real negative sentiments were found.