This is an individuals presentation I gave in my E-Commerce Marketing class during my Fall, 2012 semester.
We had to choose a brand, monitor, and analyze all their e-commerce tactics (extending beyond their website into all channels that supported it).
Quality of content in Facebook matters. There is more to publishing content than broadcasting messages. This document outlines 7 types of Facebook content to keep in your calendar.
First in a series of free online Webinars on Social Media presented in partnership by The Wall Street Journal Asia, GoToWebinar and Ogilvy Public Relations Worldwide. Video version here: http://www.vimeo.com/6959190
Join our next event! Next session announced on our blog: www.asiadigitalmap.com or email thomas.crampton@ogilvy.com
When Culture Is Everything - A Brief Lesson from ZapposAgus Iskandar
Zappos had been a perfect role model of a company which really really concerned about the their company's culture. That's why I titled this presentation, "When Culture Is Everything". Hopefully the presentation can inspired all of you.
Your UI is no longer a dance solo; it has to interact with many devices and platforms. Even for a single service, the stage is jammed with digital performers. We leap from phone to tablet to PC—and now watches, appliances, even jewelry are lighting up with new intelligence. Learn to choreograph experiences with the whole troupe in mind. This talk spins through a whirling fandango of practical techniques for helping users glide among interfaces, even step between digital and physical. Know when your UI should lead or follow. Adopt the rhythm of sound and silence. And most of all, avoid stepping on the user's feet. UI design is cha-cha-cha changing; learn to keep up with the tempo.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
Quality of content in Facebook matters. There is more to publishing content than broadcasting messages. This document outlines 7 types of Facebook content to keep in your calendar.
First in a series of free online Webinars on Social Media presented in partnership by The Wall Street Journal Asia, GoToWebinar and Ogilvy Public Relations Worldwide. Video version here: http://www.vimeo.com/6959190
Join our next event! Next session announced on our blog: www.asiadigitalmap.com or email thomas.crampton@ogilvy.com
When Culture Is Everything - A Brief Lesson from ZapposAgus Iskandar
Zappos had been a perfect role model of a company which really really concerned about the their company's culture. That's why I titled this presentation, "When Culture Is Everything". Hopefully the presentation can inspired all of you.
Your UI is no longer a dance solo; it has to interact with many devices and platforms. Even for a single service, the stage is jammed with digital performers. We leap from phone to tablet to PC—and now watches, appliances, even jewelry are lighting up with new intelligence. Learn to choreograph experiences with the whole troupe in mind. This talk spins through a whirling fandango of practical techniques for helping users glide among interfaces, even step between digital and physical. Know when your UI should lead or follow. Adopt the rhythm of sound and silence. And most of all, avoid stepping on the user's feet. UI design is cha-cha-cha changing; learn to keep up with the tempo.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
A presentation to kick off the Indiana Public Relations Leadership Summit, Indianapolis, IN on 4/1/11.
Focuses on key elements to consider in five areas: brand, social media, content, media channels and change.
Advanced integrations of social media analyticsBlake Robinson
Deck from "Advanced Integrations of Social Media Analytics" workshop at SXSW 2011.
Workshop featured: Blake Robinson, Chris Lightner, Margaret Francis, Megan Costello and Susan Etlinger
Digital Engagement: 5 Steps to Build, Analyze & Measure Your Digital Engageme...SnapApp
In today’s digital world, customers and fans demand engagement across channels; but most companies still struggle with a comprehensive strategy that combines the content, involvement & acquisition tactics required to do so. See examples that any business can use to build a strategy that fuels growth.
Digital fundraising is not a brave new world, it employs the same marketing and fundraising principles as traditional fundraising and advertising.
Learn the emerging digital channels that are important for you to master - Mobile, Social Media and Content Marketing.
There is also a longer version of this presentation which goes into more detail about each of the Digital Media channels. Looks for Shanelle Newton Clapham
This presentation outlines using Facebook in Social Media Marketing. A overview of the various elements that can be considered when building your campaign and some interesting examples of Facebook apps, groups and pages.
This presentation provides some practical considerations for those Marketers wanting to leverage Facebook in their social media marketing campaigns. Some interesting examples of Facebook apps, groups and pages.
Digital Fundraising strategy guide with online fundraising campaign examples and case studies. This online fundraising presentation also makes recommendations on the systems and infrastructure you need to put in place and getting the right resources into the team.
Digital fundraising includes Email, Websites, Mobile, Social Media, Search, Content Marketing and more.
There is a shorter version of this presentation that just focuses on emerging Mobile, Content and Social Media fundraising.
Local SEO - Pearl District Business Association - Jan 2013Jessica Ward
Basic presentation for the Pearl District Business Association on the top factors that help a local website to rank well on the Search Engine Results Page (SERPs). Presentation was done on behalf of SEMpdx.org and Amplify-Interactive.com.
Presentation on the basics of local SEO brick & mortar retailers. Covers ranking factors, business listings, NAP business info (name address phone number), using getlisted.org, and Google+ Local
This is a group social media presentation I gave in my Social Media Marketing class during my Fall, 2012 semester.
We had to set up a social media campaign on any topic/business we were involved in, monitor metrics, learn, adjust our strategies, and present what was done and what was learned.
This is a personal social media presentation I gave in my Social Media Marketing class during my Fall, 2012 semester.
We had to set up a social media campaign on any topic/business we were involved in, monitor metrics, learn, adjust our strategies, and present what was done and what was learned.
This a presentation that I put together in May 2011 that discusses Innocent Smoothies' success with social media.
The brand identity is analyzed using all communication platforms, secondary research formed the basis of the competitive analysis, and a full out analysis using listening was used to describe and critique their social media landscape.
This is a presentation I put together in 2009 for a client of mine, Oasis (a bottled water company in Dubai, UAE).
The Innocent Smoothies case study was used in an effort to convince Oasis to take a similar "human" approach to communication by proving that FMCG/CPG products can be successfully differentiated in such a manner.
It is then followed by a competitive analysis.
Another social media group presentation we gave in my Digital Marketing class during my spring semester 2011 at NYU.
We set up a social media campaign on a topic/business we were involved in, in this case a friend's photography business, monitored metrics, learned, adjusted our strategies, and presented what was done and what was learned.
This is a personal social media presentation I gave in my Digital Marketing class during spring semester 2011.
We had to set up a social media campaign on any topic/business we were involved in, monitor metrics, learn, adjust our strategies, and present what was done and what was learned.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
2. Agenda
• The Target
• Roadmap
• Customer Experience Best Practices
• Channels
• E-Mail
• Search & SEO
• Associates (Affiliates) Program
• Online Advertising
• Print
• Mobile
• Social Media
• Direct Mail
• Customer Service
• Multi-Channel Experience
• Recommendations
3. The Target Cont’d
The “Happy Hunter”
• 25 to 49 years old
• median household income of $75,000-plus
• well-educated
• married with kids
*but there are subsegments
4. Roadmap
magalog
associates
(affiliates)
print program
display DM material
5. Roadmap Cont’d
mobile search
app
mobile
site
* refer to Appendix 1
7. E-Mail
Strategic Rights
Sample E-mail
• Source e-mails, to build their
lists:
• at purchase
• newsletter sign-up Register
• Getting the right
permissions to use e-mails
• Used to communicate
updates on account & orders
• Look & Feel and tone is on
brand
8. E-Mail
Strategic Wrongs
• Newsletter sign-up box is Sample E-mail
buried at the bottom of the
site in the footer
Newsletter sign-up
• No winback or re-
marketing e-mail strategy
• Too much copy
• No communication if not
signed up for the newsletter
• No newsletter frequency
selection
9. Search
Branded Keywords
(google) Organic Paid (mainline) Paid (rail)
Zappos x (first position) x (first position) n/a
Zappos shoes x (first position) x (first position)
Zappos clothes x (first position) x (first position)
Zappos bags x (first position) x (first position, note: boots n/a
advertised instead)
Generic Keywords
(google) Organic Paid (mainline) Paid (rail)
shoes x (bottom of the page, third to last x (first position)
position)
clothes x (sixth position)
bags x (first position) x (fourth position)
* refer to Appendix 1I
10. Search - SEO
Strategic Rights Strategic Wrongs
• High compete rank • Keyword density on Homepage is low
• HTML syntax errors make the site
• Images are all tagged difficult to index
• High number of indexed • Not all Meta Keywords are relevant
(ex: index & zeta)
pages
• Meta description included • SM accounts don’t seem to link back
to site
* source: woorank.com
11. Associates (Affiliates) Program
• Used to encourage third parties to find creative
ways to help promote and drive sales
• Paid on a Cost per Action basis (12% commission
rate for every sale made)
• Simple and free sign up processes
12. Online Advertising
Strategic Rights
• Rich media utilized
• Interactive
• Dynamic
• Retargating utilized
13. Online Advertising Cont’d
Strategic Wrongs
• Little to no display
advertising used to increase
brand awareness
14. Print
Strategic Rights
• Integrated campaign (with
mobile)
• Messaging is focused on one
of the 3 C’s
• Look & Feel and tone is on
brand
15. Print
Strategic Wrongs
• Messaging is focused on one
of the 3 C’s
16. Mobile - Site
Strategic Rights
• Mobile specific site
• Relevant
• User centric
• Includes a push to download
the app
17. Mobile - App
Strategic Rights
• Relevant
• User centric
18. Social Media - Facebook
Strategic Rights Strategic Wrongs
• tone & style is consistent
with brand
• messaging has not been
• content, that is relevant to optimized
the brand, is being created
• need to build fan base
• employees are always
engaging with fans
content created: product announcements, contests, entertainment, catalog apps, shopping aids
fan engagement:
• post frequency: 1 - 2 posts per day
• contests/promos: recently announced the winner to their Holiday Ad Contest
• community interaction: admins respond to questions and comments
19. Social Media - Twitter
Strategic Rights Strategic Wrongs
• tone & style is consistent
with brand
• content is razor focused on • two Zappos accounts created
customer service -@Zappos is no longer active
• employees are always
engaging with fans
content created: customer service
fan engagement:
• post frequency: many times per day
• community interaction: admins respond to questions, comments, and complaints
20. Social Media - YouTube (TV)
Strategic Rights
• tone & style is consistent
with brand
• content is engaging and
entertaining and focused on
the 3 C’s
content created: shop these styles, TV ads, UGC contests
fan engagement:
• post frequency: varies
21. Social Media - Blogs
Strategic Rights Strategic Wrongs
• tone & style is consistent
with brand
• Hidden, unknown
• content is focused on two of
the 3 C’s - culture & clothing
content created: customer service
fan engagement:
• post frequency: many times per day
• community interaction: admins respond to questions, comments, and complaints
22. Direct Mail
Strategic Rights
• simple and consistent with
the brand
23. Customer Service - Chat & Phone
Strategic Rights
• tone of voice is consistent
with the brand
• easily accessible and no long
waits
24. Multi Channel Experience
• All the touchpoints utilized fit the target’s media
consumption habits
• There is synergy amongst the varied channels
• Seamlessness across locatechannels could be improved
the
• Blogs are difficult to
• Not all Social Networks are linked to (ex: YouTube from Facebook)
25. Recommendations
• E-mail:
• communicate more often with those who have not registered for the newsletter so as to retain customers
• employ winback strategies to:
- decrease shopping cart abandonment rates
- and/or increase site visitor numbers
• make e-mails clean and concise
• Search
• SEO needs to improve slightly so that Zappos appears more often in organic searches for generic keywords
• bid strategy, copy, and/or SEO needs to be improved so that Zappos appears more often in SEM ads for generic keywords
• SEO
• Improve keyword density on homepage
• Ensure that all Social Media networks link back to Zappos.com
• Revise Meta Keywords so that they are relevant to the brand
• Improve HTML code to ensure there are no errors that might hinder indexing
• Display Advertising
• Develop display ads for a pure awareness campaign
• Utilize behavioral targeting to drive higher CTR’s, increased repeat visits, and ultimately increased conversions.
• Social media
• Facebook messaging needs to be optimized
• Zappos should consider F-Commerce
• Blogs need to be more apparent in order to drive engagement
• Overall
• Continue to appeal to all levels of tech savvy-ness by using multiple channels and touchpoints
28. Appendix II - Customer Experience
Best Practices
logo (returns to homepage)
top section (search bar &
shopping cart): overcrowded
Homepage & Branding
29. Appendix II - Customer Experience
Best Practices
Merchandising Navigation (breadcrumb trail & filters)
alternate views & rich media
product info
tags & reviews
Most channels are focused on creating content that drives consumers back to the Zappos website. Whereas Customer Service (phone & chat) and DM material work both ways.\n\n-Retention focused channels: FB, Twitter, YouTube, Blogs, Email, Customer Service (phone & chat), magalog\n-Acquisition focused channels: print, display, search\n
When a search is performed on a search engine like Google, Zappos automatically detects that the user is on a mobile device. Therefore, they are redirected to a mobile specific site (which is as rich as their regular site, and user-friendly). There is a prominent push to get users to download the app since almost ensures a longer and deeper relationship with the consumer. But, the push to the mobile app does not mean that Zappos compromises on the mobile site content quality; it would instead hurt their brand.\n
Branding Analysis (logo/fonts/colors) Score: 9\n\nThe logo consistently appears in the same area, with the same colors , and is the same size. The logo also compliments the overall branding. The only fault here is that the Zappos logo stills sports a shoe imprint even though the brand has expanded beyond selling just shoes into all kinds of clothing - however it should be recognized that such rebranding is difficult because the brand to lose some of it’s equity if it the logo is not as recognizable and may not be worth the rebranding.\n\nThe fonts used throughout are consistent and/or complimentary to one another and are consistent with branding.\n\nThe colors are consistent, but many. They include: light blue, dark blue, white, beige, black, green, orange, grey. The numerous colors used throughout the site can be overwhelming at times.\n\nThe appropriate trademarks and logos are used throughout.\n\n\nHomepage Analysis (Search box, Shopping Cart, Footer, Email sign up) Score: 8\n\nThe search box is clearly located at the top of the website (on the left instead of the right, but away from the newsletter sign up).  Also, The shopping cart is clearly found on the top right side of the site. However, the top section of the site is overly crowded and can be overwhelming.\n\nThe Newsletter sign-up is buried at the bottom. \n\nThe footer contains all the company info and policies, but is overcrowded with many other links making difficult to locate the necessary information.\n\n\nNavigation Analysis (breadcrumb trail/minimal clicks/search results) Score: 9\n\nA summary of the click through steps to purchase is summarized below\nThe stages to get to purchase are (current customers logged in & multiple items)):\nclick on item - select size/color - click on ‘add to shopping cart’ - click on ‘proceed to check out’ in shopping cart view - click on ‘submit my order’ in order summary & shipping selection view\n*[can click on ‘proceed to checkout’ from anywhere on the site when one hovers over the shopping cart]\n*[can click on ‘express checkout’ after ‘add to shopping cart’\n\nThe stages to get to purchase are (current customers NOT logged in & multiple items):\nclick on item - select size/color - click on ‘add to shopping cart’- sign in - click on ‘proceed to check out’ in shopping cart view - click on ‘submit my order’ in order summary & shipping selection view\n\nThe stages to get to purchase are (new customers & multiple items):\nclick on item - select size/color - click on ‘add to shopping cart’- register and click on ‘submit’ - click on ‘proceed to check out’ in shopping cart view - click on ‘submit my order’ in order summary & shipping selection view\n\nThe site has features that try to minimize the number of clicks and there are no unnecessary clicks. However, a big fault of theirs is that they force site visitors to register before purchase.\n\nA breadcrumb trail is utilized as soon as the user enters to view the desired product which makes it easier to navigate and orient themselves on the site.\n\nMore importantly, as one navigates the site using the navigation bar on the left, to make it easier to locate the right item, they have included a convenient, and easy to use filter above the results.\n\nTaxonomy Analysis (tagline, taxonomy, copy) Score: 8\n\nThe taxonomy used  is consistent in tone and style; they use an inviting, friendly, and enthusiastic tone. However, there is TOO MUCH COPY, which can definitely overwhelm visitors looking for something specific. This seems to be because they want to be transparent. \n\nThis transparency ties in with tagline which ultimately ties in with their value proposition and competitive advantage - superior service. Having too much copy, while great for the reasons stated above, is negated if visitors can not locate the data. \n\nThe tagline, which focuses on superior service, is supported throughout the site with easily accessible links and info to their customer service agents (Live Help chat & CS phone number). This also is supported by their free shipping and returns policy clearly stated throughout.\n\nOverall, the taxonomy always related to the company’s 3 C’s (culture, clothes, customer service).\n\nMerchandising (product details, customer review, photos, background, product styling) Score: 9\n\nZappos includes a lot of product details, reviews, product descriptions, tags (customer can add their own tags), & ratings. There also seems to be a lot of information here that can be overwhelming, even though it is helpful when delved into.\n\nThe photos/vidoes that are used to present the products are consistent with the target (aged 25 - 49 years old). Because Zappos showcases so many brands, consumers are looking for the best views and perspectives to make the right purchase decision, which they do very clearly and consistently so as to have as even a platform as possible when browsing.\n\nThey use both rich media and alternate image views for almost all shoes showcased on the site. Alternate views are used for all products showcased on the site.\n\n
Strategic rights:\n1. Visitors are pretty much forced to register with an e-mail.\n2. As seen above, visitors opt in\n3. This includes: password changes, order placement, return labels, return status, etc. This is an essential email tactic that they must observe.\n
Strategic wrongs:\n1. While the newsletter is a great way to source e-mails and build zappos’ lists, it is a missed opportunity to have practically unnoticeable at the bottom of the page\n2. Despite having ordered previously (and returned the order) I never received any incentive by e-mail to revisit or reorder.\n3. The e-mails are packed with information! It’s overwhelming and impossible to go through it all (the sample email above has been truncated to remove personal info - meaning there’s lots more in there).\n4. Zappos could be driving higher visit frequency if they were more proactive about emailing customers who have not signed up for their newsletter. \n5. Customers cannot select how often they would like to receive e-mails, they are forced to receive it once a week.\n
For branded keywords, Zappos is dominating the field of vision above the first fold.\n\nFor generic terms, Zappos has a decent presence but needs to, perhaps, bid higher, improve SEO, or tweak the ad copy to encourage an increase in click through rates which will in turn improve their ad positions and increase the number of times Zappos appears in organic search, and more importantly, above the fold.\n
A rank of 80.6 is above average\n\nStrategic Rights: All these help the site’s ability to be indexed properly by search enginges.\n1. Compete measures the number of visitors from the US\n\nStrategic Wrongs: All of these hurt the site’s ability to be indexed by search engines.\n
This program is basically used as a supplemental marketing channel for additional sales. There doesn’t seem to be any real push to grow the program and I couldn’t find any analysis/feedback on their program.\n
Strategic Rights:\n1. The ads are dynamic in that they auto scroll through options. They are interactive in that one can scroll through the ads themselves. This is definitely eye catching.\n2. Retargeting occurred after visiting the Zappos site. It is a great way to encourage brand recall and repeat visits because you are seeing products that you’re already known to be interested in.\n
Strategic Wrongs:\n1. Display advertising should be used to increase brand presence and drive awareness not only to retarget.\n
Strategic Rights:\n1. This promotes engagement with the brand and aims to change perceptions about the brand. The QR codes on print ads direct readers to site where they can view videos, select and outfit to dress the models in, and then are directed to a page where the clothes can be purchased. \n2. The Zappos 3 C’s are: clothing, customer service, company culture. There is an inherent need for Zappos to drive this message so that consumers understand that Zappos is more than just shoes.\n3. The ad is lighthearted and stands out, just as the brand does overall because of it’s unique culture and service delivery.\n
Strategic Wrongs:\n1. I’ve placed this here as well because, despite the need for Zappos to increase awareness of their other product offerings, there seems to be a bit of inconsistency in the message Zappos drives especially showcased in these print ads; their logo connotes the sale of shoes, their tagline focuses on service, and the company’s 3 C’s focus on service, their products, AND who they are. It’s hard to understand where the 3 C’s fits in defining the Zappos brand.\n
Strategic Rights:\n1. This is essential; a mobile optimized site would be cumbersome and difficult for visitors to utilize because of the amount of available content.\n2. The site is stripped down to the essentials since visitors on a mobile device will want to get straight to the item they are looking for.\n3. Despite so much content (ie the endless number of products available) the mobile site is straight forward and simple to browse through.\n4. It is extremely relevant to have this push since it is the most likely moment where a customer would consider downloading the app, which is especially important because it helps develop a long term relationship with the customer & conversion rates tend to be high in that channel.\n
Strategic Rights:\n1. The site is stripped down to the essentials since visitors on a mobile device will want to get straight to the item they are looking for.\n2. Despite so much content (ie the endless number of products available) the mobile app is also very straight forward and simple to browse through.\n
Strategic Rights:\n1. Zappos employees ensure they are lighthearted and supportive of their customers.\n2. Content is focused on their core values, the 3 C’s, and drive that in the way they engage with fans. Zappos has created tabs that help fans to make purchase decisions, provide them with all the info they need.\n3. They are quick to respond to any posts, questions, and comments.\n\nStrategic Wrongs:\n1. There are many posts that have very little engagement.\n
Strategic Rights:\n1. Zappos employees ensure they are lighthearted and supportive of their customers.\n2. They just do customer service here which supports the brand’s core values strongly (ie the 3 C’s - customer service, culture, clothing).\n3. They are quick to respond to any tweets (questions, comments, complaints).\n\nStrategic Wrongs:\n1. the 2 accounts are: @Zappos_Service & @Zappos - confusing!\n
Strategic Rights:\n1. The essence of the brand is readily apparent in all their communication, even UGC.\n2. The content is lighthearted, has shareable value, and is related to their core values. \n
Strategic Rights:\n1. Zappos employees ensure they are lighthearted and helpful in their posts.\n2. Content is focused on their core values, the 3 C’s - culture and clothing, and drive that in the way they engage with fans.\n\nStrategic Wrongs:\n1. As a result, they have very little engagement in this channel.\n
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Strategic Rights:\n1. helpful, lighthearted tone\n2. information to connect with customer service is readily available\n
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Many colors that make the homepage (and any page on the site) feel more crowded than necessary.\n
Many colors that make the homepage (and any page on the site) feel more crowded than necessary.\n