zappos content strategy case study by two pens

Zappos’ Content Brand Strategy:

Emily Warn and Cynthia HartwigJune 17, 2013

Can a Business Build a Clan?

Can a Business Build A Clan?

Hey, Let’s Open a Shoe Store!Nick Swinmurn needs a pair of shoes.

Tony Hsieh wants to be jazzed about going to work. Zappos opens its doors in 1999.

Ten years later…

Being social is not a plug-in. It is Zappos core business. Digital content makes it happen.

What’s the Secret Shoe Polish?

“It’s old-fashioned customer relationships, where it’s just a much more personal thing, rather than just focusing on, oh, what’s the most efficient way we could do something,’’ We want to create personal emotional connections.”

— Tony Hsieh

Who wouldn’t want to hang with this guy?

Creating a Culture of Connection

Zappos Family Fun Employee Video

http://www.youtube.com/watch?v=4gHlEBU_NSg/

CEO is main voice on Twitter @zappos.Inspirational leader who wants to change the workplace and the world.

Tony Hsieh Speaks for The Clan @Zappos.

Tony Hsieh Wants to Change the World.

He’s Starting with Las Vegas.

Happiness Begins at Home—Your Cube, That is .

Zappos believes that great customer service flows from a great work

environment. Happy employees are productive employees.

Zappos HQ: Have fun, be weird, learn, grow, be open, get hugs, get your head shaved

Legendary call center policies create the WOW:• No scripts

• No time limit (record 5 hours 25 min.)

• Check the competition, if not on Zappos

• Be yourself

Zappos Sales Experience: The Inverse of

a Tupperware Party “Invite a friend into your home to sell you something, have a good time in the process… Zappos invites potential customers into its home to show off good times. Waits for you to buy something. Not because you like the company, but because you like its people.”

ZDNet Case Study, Tom Steiner-Threlkeld

Zappos.com

Differentiate and Integrate

“I sent the following security incident email to Zappos employees today.”

“Our team came up with a riddle (correct answers get Zappos VIP status).Too corny? Here’s the riddle.”

“Want happiness? Don’t buy more stuff — go on vacation. Time magazine article.”

—

Tony Tweets Reflect Zappos Core Values

(2.7M Followers)

Humor Humanizes Tony

“At Vegas airport. While in bathroom, I had an AMAZING revelation: Toilet seat covers are shaped exactly the same as life vests!”

“I wonder what TSA would do if I brought a block of ice through airport security. My physics teacher said it’s not a liquid.”

—Tony Hsieh

Multiple Twitter Accounts Sell & Socialize

Zappos.com

Differentiate and Integrate

Facbook is About Interacting, So Interact.Shut your computer off and go outside.

Buy these boots, but have fun getting dirty.

Interaction Leads to Sales & Loyalty

(730K Likes on FB) Mashable sales study Nov 2012 – Jan 2013:

• Facebook drove 85,000 visits to Zappos

• 42% of Zappos status updates led to purchases

• 58% prompted Likes, shares, and comments

• Conversion rate of 1.75%, 1-in-50 click update to buy something

http://mashable.com/2013/02/06/zappos-facebook-results/

Be Humane for its Own Sake

(Hard) Sell Invites Interaction

Pros at Creating Opportunities to Chime In

Build Loyalty By Asking Customers To Show Theirs

Then, Thank Them!

Ask for Opinions and Ye Shall Receive

Target Appeals with Brand

Landing Page for Brand-Based Appeal

Broad Appeal with Celebrity Leads to Catalog

Landing Page for Broad Appeal Encourages Shopping

Facebook Is Hub for ALL Social Media Feeds

Zappos.com

Differentiate and Integrate

Pinterest Boards Help Build Clans within Clans

All Boards Give Ideas for Being

an Individual Within a Clan

Zappos.com

Differentiate and Integrate

20-30% of Instagram Shots Provides a Look Inside

The Pitch

The Goods

The Man: Tony Hsieh, Cereal Entrepreneur

Zappos.com

Differentiate and Integrate

YouTube Channel Combines Family Videos with Straight MerchandizingProject PingPong Employee Videohttp://www.youtube.com/watch?v=6m6KWTZjUvI

Red Pantshttp://www.youtube.com/watch?v=uBe1jsgALPc

The Role of Content in Zappos Success

• Invites personal interaction

• Content is tailored to each social space

• Reflects core values

• Emotional and real—funny, poignant, empathetic, and personal

Why Zappos Builds Clans

1. We band together with those who share our interests

2. Zappos makes us feel a part of their culture

3. Lets us look inside walls via all social media networks

4. Call centers create one-on-one connections

5. Social media content allows transparency & real-time interaction.

Have a Beer on Us and Recommend Our Creative &

Content Services to Your Pals

Follow us at www.twopens.com

@Emily2Pens Emily Warn

@TwoPens2 Cynthia Hartwig