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Zappos Content Strategy Case study by Two Pens

Zappos Content Strategy Case study by Two Pens

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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.

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.

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Zappos Content Strategy Case study by Two Pens

  1. 1. Zappos’ Content Brand Strategy: Emily Warn and Cynthia Hartwig June 17, 2013
  2. 2. Can a Business Build a Clan? Can a Business Build A Clan?
  3. 3. 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.
  4. 4. Ten years later…
  5. 5. Being social is not a plug-in. It is Zappos core business. Digital content makes it happen. hat’s the Secret Shoe Polish?
  6. 6. “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
  7. 7. Who wouldn’t want to hang with this guy?
  8. 8. Creating a Culture of Connection Zappos Family Fun Employee Video http://www.youtube.com/watch?v=4gHlEBU_NSg/
  9. 9. 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.
  10. 10. Tony Hsieh Wants to Change the World. He’s Starting with Las Vegas.
  11. 11. 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.
  12. 12. Zappos HQ: Have fun, be weird, learn, grow, be open, get hugs, get your head shaved
  13. 13. 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
  14. 14. 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
  15. 15. Zappos.com Differentiate and Integrate
  16. 16. “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)
  17. 17. 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
  18. 18. Multiple Twitter Accounts Sell & Socialize
  19. 19. Zappos.com Differentiate and Integrate
  20. 20. Facbook is About Interacting, So Interact. Shut your computer off and go outside. Buy these boots, but have fun getting dirty.
  21. 21. 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/
  22. 22. Be Humane for its Own Sake
  23. 23. (Hard) Sell Invites Interaction
  24. 24. Pros at Creating Opportunities to Chime In
  25. 25. Build Loyalty By Asking Customers To Show Theirs
  26. 26. Then, Thank Them!
  27. 27. Ask for Opinions and Ye Shall Receive
  28. 28. Target Appeals with Brand
  29. 29. Landing Page for Brand-Based Appeal
  30. 30. Broad Appeal with Celebrity Leads to Catalog
  31. 31. Landing Page for Broad Appeal Encourages Shopping
  32. 32. Facebook Is Hub for ALL Social Media Feeds
  33. 33. Zappos.com Differentiate and Integrate
  34. 34. Pinterest Boards Help Build Clans within Clans
  35. 35. All Boards Give Ideas for Being an Individual Within a Clan
  36. 36. Zappos.com Differentiate and Integrate
  37. 37. 20-30% of Instagram Shots Provides a Look Inside
  38. 38. The Pitch
  39. 39. The Goods
  40. 40. The Man: Tony Hsieh, Cereal Entrepreneur
  41. 41. Zappos.com Differentiate and Integrate
  42. 42. YouTube Channel Combines Family Video with Straight Merchandizing Project PingPong Employee Video http://www.youtube.com/watch?v=6m6KWTZjUvI Red Pants http://www.youtube.com/watch?v=uBe1jsgALPc
  43. 43. 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
  44. 44. 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.
  45. 45. 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

Hinweis der Redaktion

  • First slide can a business build a clan?
  • First slide can a business build a clan?
  • Storyline: How it began Make present
  • Storyline: Result
  • Almost anybody can sell shoes Almost anybody can sell shoes online What differentiates Zappos from its competitors? Interacting and connecting with people, whether with coworkers or customers It doesn ’t extend its business into the social; it’s how they do business inside and outside the company
  • Storyline: Connecting with Customers is Zappos ’ Brand
  • Be a company of people you want to get to know.
  • Make a handout with Two pens Embed video
  • Zappos Walks the Talk Inspirational leader who wants to change the world. Guess what? The name that shows up above the Zappos Twitter handle is “Zappos.com CEO –Tony.” He’s the guy who runs the company—Tony Hsieh—and he even includes the customer service number in his profile. There’s no hunting and gathering to find him. By making its CEO human and available, Zappos demonstrates its number one value: “Deliver WOW through Service.” In boot camps and a book (Delivering Happiness), Tony shares learning
  • Zappos Walks the Talk Inspirational leader who wants to change the world. Guess what? The name that shows up above the Zappos Twitter handle is “Zappos.com CEO –Tony.” He’s the guy who runs the company—Tony Hsieh—and he even includes the customer service number in his profile. There’s no hunting and gathering to find him. By making its CEO human and available, Zappos demonstrates its number one value: “Deliver WOW through Service.” In boot camps and a book (Delivering Happiness), Tony shares learning
  • Need and o speak to examples of how they play at work—shaved head day, frog on desk.
  • Happy Customers give great customer service Focus on interaction
  • Tony recognized it as a way to embrace transparency Transparency: an email to employees about an incident Personal: a link to a video about birds, Interaction: a riddle Live meaningfully: take a break from shopping 499 Zappos employees have accounts
  • Tony recognized it as a way to embrace transparency Transparency: an email to employees about an incident Personal: a link to a video about birds, Interaction: a riddle Live meaningfully: take a break from shopping
  • Customer Service Insights — sharing Zappos culture Employee — copyrighter Developers
  • The purpose of these Zappos status update below is to get you to buy a pair of boots, but it also gets you excited about hiking season.    You want those boots so you can shut off your computer and get outside. On a subliminal level, the update it connects you to Zappos.  Someone at the company has tromped more than their fair share of the Appalachian Trail. Smeone at Zappos has tromped the trail
  • The purpose of theis Zappos status update below is to get you to buy a pair of boots, but it also gets you excited about hiking season.     You want those boots so you can shut off your computer and get outside. On a subliminal level, the update it connects you to Zappos.  Someone at the company has tromped more than their fair share of the Appalachian Trail.
  • Storyline: Responsive, caring company
  • Storyline: Candy
  • Storyline: Care to comment or share? 23 shares, 268 likes Users interacting with one another creates community
  • Storyline: Culture Book Share Celebrate US 23 shares, 268 likes Users interacting with one another creates community
  • Storyline: Zappos acknowledges and thanks for every compliment
  • CYNTHIA — Can ’t find this anymore on FB. Maybe we could skip the landing page and just talk to how the question gets them there. Ask and you ’ll receive customers on your landing page.
  • Cynthia, realized this IS the targeted appeal… I ’ll talk to weird, way out image on facebook leads to Ted Baker’s way out shoes.
  • Storyline: Landing page emily to get
  • Storyline:
  • Storyline:
  • Storyline:
  • Storyline: High-fashion man builds clans within clans Demographic psychographics
  • Storyline: Women who hark back to 60s style Ideas for building identity within a clan
  • Storyline: Combines images with merchandizing and selling Screen merchandizing and insider look
  • Storyline: Combines images with merchandizing and selling Screen merchandizing and insider look
  • Storyline: Combines images with merchandizing and selling Screen merchandizing and insider look
  • Storyline: Combines images with merchandizing and selling Screen merchandizing and insider look
  • Storyline: Combines family videos with straight merchandizing video
  • We want to earn a meaningful living, one that relates to what we care about most—our families, passions, and places. Thinking through your core values and communicating them via on social media makes it more probable that you ’ll bump into people who want to get into business—yours and the money-making one.
  • If purpose is to make money, isn ’t building a community disingenuous.
  • If purpose is to make money, isn ’t building a community disingenuous.

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