Tully Taylor and I researched Zappos.com for this mini-report. We looked at Twitter, Facebook, blogs, and YouTube to see what Zappos was doing to engage their consumers, and to see what their consumers had to say about it.
Customer Service and Zappos:
Here are some quick facts about Zappos:
- According to woorank.com, Zappos is “very popular” on social websites, and is ranked the 160th most visited website in the United States.
- Their overall woorank score for Internet Marketing Effectiveness is 83.3
- Impact percentile: 99%
- Klout score: 67
- Peerindex score: 54
- Deliver Wow Through Service
- Embrace and Drive Change
- Create Fun and A Little Weirdness
- Be Adventurous, Creative, and Open-Minded
- Pursue Growth and Learning
- Build Open and Honest Relationships With Communication
- Build A Positive Team and Family Spirit
- Do More With Less
- Be Passionate and Determined
- Be Humble
We found that, although it is not the only social media outlet the company employs, Twitter is definitely the most-talked about. The company has five Twitter accounts: @zappos, @ZapposInsights, @zappos_api, @ZapposStyle, and @zapposxperience. @zappos – which is used by the company’s CEO and is their main account – has the most followers, but @ZapposInsights – a membership site that allows customers a behind-the-scenes view of the company – is their most active account.Zappos also has a TweetWall, which is a collection of all their Twitter accounts and an easy way to see who is mentioning them and their products.
Although they have a much stronger Twitter presence, the company has not gone unnoticed on Facebook. With almost a quarter of a million ‘likes’ on their Facebook page, Zappos has found ways of connecting to their customers outside of “shoe talk.” They ask questions about current events and holidays (to name a few) and give fun facts and random tidbits of fun information about their store. They also look for a “Fan of the Week” – a customer who has submitted a fun photo to their Facebook wall – to highlight in their profile picture.
Another way the company is successfully using social media is through blogging. In addition to the blogging done on their consumer website (which is about products, styling ideas, awards, etc.), they also have a blog on their insights website that talks about the different methods they’ve employed that have helped them reach their success. (Full access to this website is $39.95/month.)
What Professionals Are Saying:
This video is of a radio interview with Rex Whisman, Principal and Chief Strategist of BrandED Consultants Group. He talks briefly about how Zappos is using Twitter and other outlets to brand their company in the world of social media.
The following clip is an example of how Zappos is connected with their customers via YouTube. The purpose of this short video is not necessarily for their own personal gain but for the entertainment and enjoyment of their customers. It’s little things like this that make Zappos so popular with their buyers.
To Sum It Up:
“Lesson: Take a CEO that twitters, add in a great personality and you have a recipe for social success. Ingraining social media into the culture of a corporation means that every consumer interaction is personal.” – Samir Balwani, Mashable.com
Zappos is taking a hands-on approach to marketing and connecting in the age of social media. They have established a name for themselves, and they go above and beyond that of your typical consumer website.
Have you shopped with Zappos? What was your experience like?