This slideshare is a project assigned to me in my Social Media Management class at UF. The slideshare consists of Zappo's social media strategy.

1. ZAPPOS
S A R A H TA R U S
1 0 / 0 8 / 1 7

2. TABLE OF CONTENTS
 Executive Summary – slide 3
 Social Media Audit – slide 4
a.) Social Media Assessment – slide 4
b.) Web Traffic Sources Assessment – slide 5
c.) Audience Demographics Assessment – slide 6
d.) Competitor Assessment – slide 7
 Social Media Objectives – slide 8
 Online Brand Persona and Voice – slide 10
 Strategies and Tools – slide 12
 Timing and Key Dates – slide 14
 Social Media Rules and Responsibilities – slide 15
 Social Media Policy - slide 16
 Critical Response Plan – slide 17
 Measurements and Reporting Results

3. EXECUTIVE SUMMARY
 Our primary social media priorities for 2017 will
be to boost our sales and brand recognition by
expanding consumer engagement on our social
media networks.
 Two major social strategies will support this
objective:
1.) Post more content that focus on current
promotions at our local store that will drive followers to
shop
2.) Engage and reply to our audience through
social media on a daily basis

4. SOCIAL MEDIA AUDIT
• The following is an audit of Zappos’s social media presence to date. It
includes an assessment of all social networks, web traffic, audience
demographics, and a competitor analysis.
Social Media Assessment Date as of October 8th, 2017
Social Network URL Follower
Count
Avg. Weekly
Activity
Engagement Rate
Twitter https://twitter.co
m/Zappos
2.83M 23 posts per week 1.5%
Facebook https://www.face
book.com/zapp
os/
2,245,899 6 posts per week 2%
Instagram https://www.inst
agram.com/zap
pos/?hl=en
97.5k 5 posts per week 1%
LinkedIn https://www.link
edin.com/comp
any/14951/
65,125 1 post per week 0%
Social Media Assessment: Although Zappo’s posts on Twitter more, the highest number
of interactions occurs on Facebook. LinkedIn receives little to no interaction. It is the least
frequently used channel.

5. WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Twitter 8,700 unique views 4% 2.7%
Facebook 35,800 unique views 20% 4.6%
Instagram 6,450 unique views 11% 3.1%
LinkedIn 1,020 2% .5%
Timeframe: Monthly average, July 2017 - October 2017
Traffic Summary: Facebook is the main driver of audience traffic for Zappo’s with
20% of traffic coming from this social media channel. Facebook is also
responsible for the highest conversion rate when compared to our other social
media channels. Although Instagram has less unique views compared to Twitter,
Instagram takes second place in conversion rates.
Our company believes that people are interested in visual content of our
products. The more people visualize our products, instead of reading about them
through tweets or other text posts, the more they are willing to make a purchase.

6. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age Distribution Gender
Distribution
Primary Social
Network
Primary Need
65% 18-35
20% 36-50
5% 51-60
5% 60+
60% female
40% male
50% facebook
40% instagram
10% Twitter
Shop for trendy
and/or unique styles
for every day wear or
a night out
Convenient to shop
multiple brands on
one website
Audience Demographics Summary: The age distribution that
represents Zappo’s the most is 18-35 years old. The majority of
Zappo’s shoppers are females who enjoy shopping online for trendy
and/or unique outfits. Shoppers are able to conveniently browse
items online from multiple brands.

7. COMPETITOR ASSESSMENT
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Amazon https://www.facebook
.com/Amazon/
Largest follower base,
Engagement and
awareness of products is
very high, Amazon
markets variety of
products on page,
Shoppers have more to
choose from
Amazon can’t reply to
everyone because of
large audience,
problems may not be
handled immediately or
at all
Zulily https://www.instagra
m.com/zulily/?hl=en
Relatable/funny posts
that appeal to audience,
pictures do not directly
advertise products, high-
quality photos and
themed shoots
Posts do not provide
direct links to the
product, consumers
have to search zulily for
products after seeing
them on Instagram, uses
too many hashtags
Spartoo https://www.facebook
.com/spartoo/
Also has a large
audience, advertises
tons of different shoe
“trends” that may appeal
to shoppers, also sells
brand name items
Does not frequently post,
very plain posts that
don’t capture the eye
and may bore audience,
only sells one specific
product (shoes), low
consumer engagement
Competitor Assessment Summary: Competitors of Zappo’s is Amazon, Zulily, and Spartoo.
Amazon and Spartoo both have a strong social presence on Facebook, while Zulily reaches out
to shoppers on Instagram. All competitors have large follower bases and high-quality visual
content. Their weaknesses, on the other hand, consist of lack of communication and feedback

8. SOCIAL MEDIA OBJECTIVES
• In 2017, the primary focus of our social media strategy will be to boost our
sales and brand recognition by expanding consumer engagement on our social
media channels by 30%. By providing customer feedback and building more
meaningful connections, consumers will more likely gravitate toward Zappo’s over
other online retail stores.
• Some specific objectives include:
1. Using more brand hash tags and key messaging to boost brand recognition.
2. Emphasize more on individuality in order make customers feel trendy when buying
clothes/other products from our site.
3. Respond in a timely manner to customer’s comment and concerns.
4. Increase Instagram followers by 10,000 in the next year.
Key Performance
Indicators:
• Number of weekly posts on
Instagram and Facebook
• Number of page visits
• Number of active followers and
post likes, shares, and
comments
Key Messages
• Delivering Happiness
• Be adventurous, creative,
and open-minded
• Create fun and a little
weirdness

9. SOCIAL MEDIA OBJECTIVES

10. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
• Stylish
• Unique
• Popular
• Athletic
• Comfortable
• Luxurious
When interacting with customers, we are:
• Helpful
• Encouraging
• Supportive
• Outgoing
• Inspiring
• Assuring

11. ONLINE BRAND PERSONA AND VOICE

12. STRATEGIES AND TOOLS
• Paid – weekly boosted posts on Instagram and Facebook that shows pro
athletes and other celebrities promoting new Adidas/Nike products
• Owned – Encourage shoppers to use the hash tags #CreateFun #ZappoStyle
and other brand hash tags when posting their outfits on their social media
pages to boost recognition
• Earned – Team up with popular bloggers, YouTube influencers, and
celebrities to promote products in their blogs/videos in order for Zappo’s to
boost sales and increase social media followers
Tools:
• YouTube
• Tumblr
• PhotoShop
Pictured above: Andre Ward promoting Zappos’ fight week fashion
items

13. STRATEGIES AND TOOLS
Pictured above: DJ Khaled hand delivers
products to lucky customers who have
recently purchased items on Zappo’s
Pictured above: Popular tumblr blogger uses hash
tags to promote festive casual outfit from Zappo’s

14. TIMING AND KEY DATES
Holiday Dates:
• July 4th (Independence Day)
• Dec. 24th (Christmas Eve)
• Dec. 31st (New Year’s Eve)
• Feb. 26th-Mar. 4th (Spring
Break)
Internal Dates:
• Nov. 24th (Black Friday)
• Nov. 27th (Cyber Monday)
• Dec. 23rd (Super Saturday)

15. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Marketing Director – Matt Burchard – manages the marketing of
Zappo’s and looking at trends in the industry
• Social Media Manager – Josh Weaver - creates, curates, and manages
all content posted on social media channels
• Social Media Coordinator – Kristen Whiteley – implements and maintains
online marketing strategies on channels and helps represent Zappo’s
online
• Social Media Customer Service – Jeffrey Lewis (Customer Loyalty Team
Manager) – provides great customer service and feedback through
social media channels

16. SOCIAL MEDIA POLICY
As the presence of social media channels steadily grows, it is critical that
companies implement a social media policy. Zappo’s dedicates their
policy to spreading positive company messages, interacting with and
keeping customers up to date on new products, and expressing new
ideas through their channels. As a representative of Zappo’s, you are
expected to demonstrate these simple guidelines when using social
media:
1.) Deal fairly with customers
2.) Be helpful when giving feedback
3.) Don’t post confidential information
4.) Always be respectful
5.) Avoid conflict of interest
6.) Be honest and accurate with information
Zappo’s is intolerant toward inappropriate behavior by employees on social media
channels. Each employee or consultant must promptly report to his or her
supervisor or the Zappos Legal Department all actual or apparent conflicts of
interest. The Zappos Legal Department is responsible for the interpretation and
application of this Code of Conduct to particular situations and will recommend an
appropriate resolution of the conflict

17. CRITICAL RESPONSE PLAN
• Scenario 1: complaint on Facebook about a ripped piece
of clothing bought from Zappo’s website
• Action Plan:
1. When comment surfaces on Facebook and is detected,
notify the social media director and figure out an
appropriate apology message and solution
2. Contact the customer through Facebook’s private
messaging system and suggest multiple solutions, such
as a free product exchange or Zappo’s store credit
3. Determine whether this is a common issue among
customers that have recently shopped at Zappo’s and
offer solutions
Pre-approved message: “We sincerely apologize to those who
have disappointing products. Everything we do at Zappo’s is
aimed at satisfying our customers. We know that you expect
that from us, and we are working non-stop to solve this issue.”

18. CRITICAL RESPONSE PLAN
• Scenario 2:
An employee of Zappo’s posts a tweet on Twitter containing
inappropriate and foul language
• Action Plan:
1. Take a screenshot of the tweet before deleting it.
2. After deleting the tweet, contact Zappo’s social media
marketer with picture evidence.
3. Monitor social media channels to determine whether the
tweet reached audience and if Zappo’s is receiving negative
backlash.
4. If Zappo’s followers respond negatively, social media
marketer will review the situations, and decide if
disciplinary action is necessary.
5. If disciplinary action occurs, member of the staff will be
terminated and removed from having access to social
media account.Preapproved message: Sending our deepest apologies for an extremely
irresponsible and inappropriate tweet that is in no way an accurate
representation of our brand.

19. MEASUREMENT AND REPORTING RESULTS
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Twitter 8,900 Unique
Visits + 2.3%
growth
6% 2.8%
Facebook 40,000 unique
visits
+11% growth
25% 4.8%
Instagram 8,000 unique
visits
+24% growth
12% 2.3%
LinkedIn 1,200
+17% growth
3% .6%
Quantitative KPI’s Reporting Period: 2 months date as of December 8th, 2017
Web Traffic Assessment Time Frame:
monthly average October 2017 to December 2017

20. MEASUREMENT AND REPORTING RESULTS
Social
Network
URL Follower
Count
Avg.
Weekly
Activity
Engagemen
t Rate
Twitter https://twitter.com/
Zappos
2.87 million
+1.4% growth
30 posts per
week
+30% increase
3%
+100% increase
Facebook https://www.facebo
ok.com/zappos/
2.3 million
+2.4% growth
10 posts per
week
+66.6 increase
4%
+100% increase
Instagram https://www.instagr
am.com/zappos/?hl
=en
103.5k
+6.2% growth
8 posts per
week
+37.5%
increase
2%
+100% increase
LinkedIn https://www.linkedi
n.com/company/14
951/
66,000
+1.3% growth
3 posts per
week
+200% increase
.1%
.1% increase
Social Media Data
Our Instagram followers have increased by 6,000, which is more than half of our goal set for
10,000 for the next year. Moreover, our engagement rate on Instagram has increased by 100%.
Our marketing team has made it their mission to increase our weekly posts on all of our social
media channels, and incorporate Zappo’s hash tags. By doing this, followers are more likely to
interact with our content. In fact, all of our social media channels’ engagement rate increased by
100%, which is 70% more than our set goal.

21. MEASUREMENT AND REPORTING RESULTS
Our LinkedIn account experienced the least amount of growth. However, we
are considering new ways for followers to engage with this channel. We
want our LinkedIn followers to have access to past and current Zappo’s
employees contact information if they are interested in working with our
company.
Qualitative KPIs:
Sentiment Analysis
An analysis of 100 tweets, 100 instagram posts, and 100 facebook posts revealed the following:
• Customers reported helpful customer service when discussing products with customer service
representatives
• Customers also used Zappo’s hash tags #ZappoStyle and #CreateFun when posting content that consisted
of Zappo’s products on their own pages
• Positive feedback from customers and increased engagement
• Negative feedback resulted from timing of responses from customer service representatives. Though we are
improving on the speed we respond to customers, it is difficult to find solutions to issues right away.
Proposed Action Items:
• Continue posting content with brand hash tags #Zappostyle
• Keeping our customers up to date about new products
• Replying as fast as we possibly can to customers
• Creating more fun and unique hash tags for Zappos
• Improving the reach on our LinkedIn account