This is my social media project for Zappos for my UFSMM class. Zappos is a completely online, shoe and clothing company that was acquired by Amazon in 2009. They are a pioneer in company culture and online marketing.

1. Zappos: Social Media Strategy
Project
Arik Benlevy

2. Tableof
Contents
 Executive Summary……………………………….…..3
 Social Media Audit……………………………….……4
 Social Media Objectives………………………………8
 Brand Person & Voice…………………………………10
 Strategies……………………………………………….12
 Tools……………………………………………………..13
 Important Dates………………………………………..15
 Social Media Roles…………………………………….16
 Social Media Policy……………………………………17
 Critical Response Plan………………………………..18
 Measurement and Reporting…………………………20

3. Executive
Summary
 Zappos is a shoe and clothing store based 100% online.
With over 1,500 employees and $1 billion in revenue
every year, Zappos has been setting the stage for e-
commerce companies since 1999.
 Zappos was acquired by Amazon in 2009. According to
the company website, it’s mission is to “live and deliver
WOW!”

4. SocialAudit:
SocialMedia
Assessment
Social
Network
URL Follower Count Average
Weekly
Activity
Facebook Facebook.com/zappos
2,330,368 8 – 10
posts/week
Twitter Twitter.com/zappos 2.82 million 5 tweets/
week (not
including
replies)
Instagram Instagram.com/zappos
101,000 6 posts/week
LinkedIn https://www.linkedin.com/
company/14951/
65,784 2 posts/week
Facebook is the company’s most active social network in
terms of post/content, but Twitter reigns as customer
service king for Zappos.

5. WebsiteTraffic
Sources
Assessment
Source Volume % of overall
traffic
Conversion
Rate
Facebook 2.9k unique
visits
20% 4.8%
Twitter 1.8k unique
visits
12% 1.6%
Instagram 1.2k unique
visits
8% NO DATA
Note: This data is unconfirmed and are just
assumptions about Zappos’s website traffic sources.

6. Audience
Demographics
Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary Need
45% 18-30
35% 31-40
15% 41-55
5% 56-80
64% male
36% female
60% male
40%
female
70%
Facebook
20%
Twitter
10%
Instagram
45%
Facebook
40%
Twitter
15%
Instagram
Increase post
engagement.
Increase post
frequency.
Increase flow
and cohesiveness
among social
media channels.
Note: This data is unconfirmed and are just assumptions
about Zappos’s website traffic sources.

7. SocialMedia
Assessment:
Competitors
Competitor Social Media
Profiles
Strengths Weaknesses
Foot Locker @FootLocker -More recognizable
brand name.
-They have the
advantage of brick &
mortar stores.
-Work with
celebrities for
sponsorships and
endorsements.
-Might seem a bit out
of date.
-Rely too heavily and
physical locations
rather than e-
commerce.
Shoes.com @shoesdotcom -More specific
market, allows for
specialization.
-Smaller following.
-Not as recognizable
as a name.
While Zappos is completely web-based, Foot Locker does maintain a
far greater Facebook presence with over 5 million likes. Shoes.com,
with just over 200,000 likes, doesn’t seem to be too much of a
problem for Zappos.

8. SocialMedia
Objectives
 Zappos’s social media strategy is simple: increase the
number of page likes by 15% among our target market
by the end of 2018.
 Specifically:
 2.8 million likes on Facebook
 Average of 200 likes on posts
 3.5 million followers on Twitter
 Average of 50 favorites on tweets
 120,000 followers on Instagram
 Average of 300 likes on photos

9. SocialMedia
Objectives
(cont.)
 Qualitative: More cohesiveness and flow between posts
on different social media accounts.
 KPIs:
 Increase in number of followers across all social media
 Increase in post engagement (likes, retweets, etc)
 Increase in frequency of posts across social media
 Supporting messages: We offer outstanding customer
service and wide range of products that back up our
commitment to having the consumer in mind first.

10. OnlineBrand
Personaand
Voice
 Brand identity adjectives:
 Young
 Up-to-date
 Easy
 Interactive
 Personal
 Wide-ranging
 Accessible
 Trustworthy
 Helpful
 Customizable

11. Examplesof
BrandPersona

12. Strategies
 Organic Growth
 Our goal to increase social media engagement will hopefully
be achieved largely through organic social media growth.
 Introduce the hashtag #ZapposForAll in an attempt to
demonstrate Zappos’s accessibility and ease of use
 Advertising campaigns: Owned
 Introduce the hashtage #ZapposForAll in an ad campaign
geared towards demonstrating Zappos’s wide range of
products, not just shoes. Let the consumer know our full
range of products.
 Post frequency/content
 Most importantly, to increase the frequency of our posts
across all social media channels. Currently, they are very low
and are probably a major cause of the low engagement rate
we have on our posts. Our goals is to post at least twice a
day.
 More specifically, content in the posts will also be a surefire way
to increase engagement and result in an increase of page
likes/followers. We want to let our consumers know that we offer
more than just shoes in a customizable, affordable way.

13. Tools
Approved
 Buffer
 Knowing when our target market is most active will help us
increase post engagement at certain times of the day and
week.
 Hootsuite
 Using Hootsuite will make optimizing our social media posts
much easier and will result in a greater level of cohesion
among different channels.
 Rejected:
 Tumblr
 Medium
 Existing:
 Photoshop
 Hootsuite

14. Examplesof
toolsand
strategies

15. Timingand
ImportantDates
 12/5: Beginning of holiday shopping season
 12/7: First roll out of #ZapposForAll advertising
campaign on Good Morning America
 1/15: Full integration of Hootsuite
 3/15: National Shoe Day
 4/5: Twitter follower count: 3.1 million
 5/1: Start of summer sale
 5/30: Instagram follower count: 110,000
 8/1: Back to school ad campaign roll out
 8/30: Facebook “like” count: 2.4 million

16. SocialMedia
Rolesand
Responsibilities
 Social Media Director: Matthew Snyder
 Approve all spending on campaigns
 Oversee introduction of hashtags
 Implement critical response plan, if needed
 Social Media Manager: James Corden
 Manage a staff of 10 social media coordinators
 Adjust and confirm posting schedule as needed
 Oversee customer complaint responses on Twitter
 Social Media Coordinator: Multiple
 Respond directly to customers across channels
 Create creative content and posts
 Report to manager in case of crisis or uncertainty

17. SocialMedia
Policy
 Zappos is well-known for its open and fun work culture. As such,
we encourage our employees to post often on their social media
accounts.
 We do not bar employees from sharing opinions about Zappos or
current events on Twitter or Facebook. In fact, we have a Twitter
feed of all of our employees’ Twitter feeds.
 Zappos’s first commitment is to customer service and we
discourage any employees from engaging with customers outside
of the appropriate context with which they first interacted.
 We constantly post photos and highlights from company events
and are going to start posting about an “Employee of the Month”
starting in mid 2018.
 We want our customers to view Zappos as more than just a
website – we want our brand identity to be almost human. To that
end, our customer service advocates always follow up with current
customers on Facebook a month after their purchase.

18. Critical
ResponsePlan
 Scenario 1: Website Crash
 Confirm it’s not an isolated incident with IT department
 Maintain constant contact with IT department on
updates
 Post timely updates on all social media accounts
 Offer full apology to customers affected by the website
outage
 Post to Twitter and Facebook
 Ensure customers know when and why the outage
occurred

19. Critical
ResponsePlan
 Scenario 2: Inappropriate post sent from any channel
 Screenshot post
 Delete the post immediately
 Notify Matthew Snyder of the crisis
 Matthew and James should react accordingly
 1. Offer full apology across all social media channels explaining
why the post was accidentally sent out
 2. Figure out who posted it and act based on
judgment/disciplinary policy
 3. If it’s gone viral, have Matthew release statement to news
media with help of PR department

20. Measurement
andReporting
Results
Source Volume % of Overall
Traffic
Conversion
Rate
Twitter 2.6k unique
visits
23% 5.7%
Facebook 3.5k unique
visits
30% 6%
Instagram 1.5k unique
visits
14% 2.8%
Quantitative KPIs: As of October 1, 2018
Website Traffic Sources Assessment
Note: This data is unconfirmed and are just
assumptions about Zappos’s website traffic sources.

21. Measurement
andReporting
Results
Social
Network
URL Follower Count Avg
Weekly
Activity
Engagement
Rate
Facebook Facebook.com/zappos 2.75 million 18 7%
Twitter Twitter.com/zappos 3.5 million 35 15%
Instagram Instagram.com/zappos 120K 10 8%
LinkedIn https://www.linkedin.com/
company/14951/
70K 8 5%
Social Network Data as of December 1, 2018
Note: This data is unconfirmed and are just
assumptions about Zappos’s website traffic sources.