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Zappos at Twitter

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A brief description why Zappos presence on Twitter has been successful...

Publicado en: Empresariales, Tecnología

Zappos at Twitter

  2. 2. Since 1999 Zappos is powered by customer service<br />= Over $1 Billion in Sales!<br />&gt; 10 million customer<br />Employees = Zapponians<br />Offer of $2,000 to new employees who quit <br />24/7 1-800 Phones<br />No sales-based performance<br />Shoes<br />FREE shipping both ways<br />Clothes<br />365 Days Return Policy<br />Handbags<br />Fast accurate fulfillment <br />Eyewear<br />Directing to competitors<br />Accessories<br />Customer Service<br />Inventory of all products<br />Culture (there is a book!)<br />Core Values<br />
  3. 3. Zappos core values reflect a deep sense of good relationships and inspiration… <br />“…we invited every employee at Zappos to participate in the process, and here&apos;s the final list we collectively came up with…” – Tony Hsieh, CEO<br />Deliver WOW through service<br />Embrace and drive CHANGE<br />Create FUN and a little WEIRDNESS<br />Be ADVENTUROUS, CREATIVE and OPEN MINDED<br />Pursue GROWTH and LEARNING<br />Build OPEN and HONEST RELATIONSHIP with COMMUNICATION<br />Build a POSITIVE TEAM and FAMILY SPIRIT<br />Do MORE with less <br />Be PASSIONATE and DETERMINED<br />Be HUMBLE<br />CLICK HERE to hear from Zapponians about Zappos core values…<br />
  4. 4. Zappos marketing communication strategy is focused on being available to the world…<br />facebook<br />blogs<br />YouTube<br />MySpace<br />word of mouth<br />CEO @ Twitter<br />492 Zapponians @ Twitter<br />Customer Service<br />
  5. 5. Companies are trying to leverage from Twitter in many different ways…<br />Other:<br />Surveys & Polls – Brand Awareness – Lead Generation – Professional Networking – News Distribution - Website Traffic <br />
  6. 6. Zappos started using Twitter to build their culture among employees but along the way they discovered the power to build the culture with its consumers as well…<br />Over 400 Zapponians<br />CEO – 1.4M followers<br />Stream of all Tweets<br />External-To Customers<br />CEO Tony Hsieh looks at any opportunity to interact with customers as a chance to burnish his company&apos;s brand, interact with customers, send information, basically being the voice of the company. <br />More than 400 Zapponians who connect with its followers promoting the brand’s culture and enhancing its image<br />Internal to employees<br />Hsieh has encouraged his employees to use Twitter, even posting a guide to using Twitter on the Zappos site. He says using Twitter can help employees to get to know one another and create a cohesive corporate identity. &quot;Initially it took a bit of commitment because nobody had used it,&quot; he says. &quot;Twitter has helped with our company culture.&quot; Today, more than 400 employees Twitter at Zappos. <br />
  7. 7. Internet users go to Twitter to obtain information on an ongoing environment…<br />Consumer connect with brands on Twitter mainly to<br /><ul><li>Share their experiences with the brand
  8. 8. Provide feedback on brands, products, recent events or launches
  9. 9. Discuss product ideas
  10. 10. Learn about exclusive deals or offers
  11. 11. Get customers service</li></ul>Consumers also enjoy when <br /><ul><li>Brands give them tips
  12. 12. Brands provide them with interesting links
  13. 13. Brands share their views on subjects not related to the business
  14. 14. Brands express a human touch
  15. 15. Brands say ‘hi’ and respond to their tweets</li></ul>Consumers love the fact that ZAPPOS does all of the above and beyond!<br />
  16. 16. Zappos objective of being active with its Twitter followers is to build long-term relationship with them and to reflect the company’s core values and culture… <br />Zapponians mostly tweet about their personal lives<br />Zapponians build personal relationship with their followers<br />Zapponians have no guidelines about how or when to tweet<br />Zapponians have the option to take a Twitter course at the company<br />Zapponians tweet at work and at their own time<br />Zapponians reply to its followers<br />Zapponians reflect their core values on their tweets<br />Zapponians connect deeply<br />Core Value #6. Build OPEN and HONEST RELATIONSHIP with COMMUNICATION<br />
  17. 17. Zappos has a tacit but tangible way to engage with its followers…<br />@<br />
  18. 18. These are just some frequency stats about how /Zappos tweets…<br />Just by taking a little glance at these stats and combining it with all the buzz this Twitter execution has created, we can easily conclude that being active and having high levels of participation is key to keeping the followers’ tweet spirit alive…<br />The discussion about analyzing the rest of the 400+ Zapponians to find any frequency tweeting patterns was never brought to the table…<br />
  19. 19. How using Twitter aligns with Zappos core values and marketing strategy?<br />
  20. 20. What best practices can we learn from Zappos activity on Twitter?<br />Source: Twitter101forbusinesses<br />
  21. 21. We have learned many things about Zappos @ Twitter, however there are 3 we should not forget...<br />Show your face<br />Give value<br />Be reachable<br />
  22. 22. Tips…<br /><br /><br /><br /><br /><br /><br />Note: these tips were not written by us<br />
  23. 23. …thanks…<br />
  24. 24. References<br /><br /><br /><br /><br /><br /><br /><br /><br />,28804,1901188_1901207_1901196,00.html<br /><br /><br /><br /><br /><br /><br />