zappos content strategy case study by two pens
DESCRIPTION
Two Pens reverse-engineered Zappos's very successful content strategy based on public information available. This presentation was presented at Content Strategy Seattle's meetup on June 17, 2013. Our guess is that prior to Amazon's purchase of Zappos in 2009, Tony Hsieh would have freely given this information but Amazon loves to make a secret of their success. If you know more than we do, weigh in with your take in the comments.TRANSCRIPT
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