•CEO Tony Hsieh one of first on Twitter - period. .• Twitter is Zappos' main communication medium between customers & company• 8 people on zappos_service
. Welcome tab - customer focused . Like gate - Grab customer attention by baiting them with exclusive content . Share your experience transparent WOM . Fan of the week engagement . ~180k likes, ~13k talking about
Digital Audit: Zappos.com
Established in 1999 by Nick Swinmurn 3 Locations: Los Vegas, Kentucky, and SanFransisco (hometown) Number of Employees: 2,500 and growing Specalities: 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.
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
Powered by ServiceZappos.com offersonline customersUnparalleled service,selection, anddelivery for almostall their shopping needs.
1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and A Little Weirdness4. Be Adventurous, Creative, and Open-minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With Customers7. Build a Positive Team and Family Spirit8. Do More With Less9. Be Passionate and Determined10. Be Humble
“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)
@Zappos_Service - customer@Zappos (Tony Hsieh): servicetweets about the company account •~10,500and its culture followers• ~1.8M •Klout 54: topics incl. customerfollowers • Klout service blogging,61: topics incl. customer style • 8 diff peopleservice, tech, SoMe who answer and theyre very personable@Inside_Zappos - tweets about @ZapposHowTo - niche accountcompany/office that helps customers do specialculture • things/empowers~5,600 them •• Klout 41: topics incl. ~162 followersbusiness, beauty, breast cancer • Klout 12: topics incl. video
21 Blogs on Zappos.com CEO and COO Blogs 28 Posts since 2008
Quantcast Findings Over 9,600 visits vs 9.3 million in 6 months No other channel directs towards blogs readership
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
Site Categories• Couture.zappos.com• Outdoor.zappos.com• Rideshop.zappos.com• Running.zappos.com• Blogs.zappos.com• Zappos.com/How-To• My.Zappos.com
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
What is it? Created to help business people with their company culture and customer service Who are the members? Group Creater 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
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