Brand Overview Established in 1999 by Nick Swinmurn 3 Locations: Los Vegas, Kentucky, and

SanFransisco (hometown) Number of Employees: 2,500 and growing Specalities: customer service, eCommerce,

apparel, and footwear 2009 merged with Amazon.com Company Growth and Sales for 2010

"Zappos and Amazon sitting in a tree..." - Tony Hsieh, CEO of Zappos.com, Inc.

Target Market

Females ranging in ages 18-49 who already shop online.

Most have a college or graduate degree Annual income of $100,000+, No kids Customers main concern is election and

customer service Customers less concerned with price

Positioning Powered by Service

Zappos.com offers online customers Unparalleled service, selection, and delivery for almost all their shopping needs.

10 Core Values

1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and A Little Weirdness4. Be Adventurous, Creative, and Open-minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With

Customers7. Build a Positive Team and Family Spirit8. Do More With Less9. Be Passionate and Determined10.Be Humble

Marketing Objectives

“To offer the best customer service in the industry”

To “wow” every customer To create emotional connections

with customers (becoming a social friend)

Create word of mouth (social media)

Marketing Channels

@Zappos (Tony Hsieh): tweets about the company and its culture                    • ~1.8M followers                    • Klout 61: topics incl. customer service, tech, SoMe 

@Inside_Zappos - tweets about company/office culture                    • ~5,600                    • Klout 41: topics incl. business, beauty, breast cancer

@ZapposHowTo - niche account that helps customers do special things/empowers them                    • ~162 followers              • Klout 12: topics incl. video

@Zappos_Service - customer service account                    •~10,500 followers•Klout 54: topics incl. customer service blogging, style                    • 8 diff people who answer and they're very personable

Zappos Blogs

21 Blogs on Zappos.com

CEO and COO Blogs 28 Posts since

2008

Zappos Blogs

Quantcast Findings

Over 9,600 visits vs 9.3 million in 6 months

No other channel directs towards blogs readership

YouTube

Benefits of YouTube Low Cost Showcases

Products Engage in

Communication Build Loyal

Customers Job Recruitment

Types of Video Highlight Videos Behind-the-Scene

Videos Clips mentioning

Zappos.com Style Videos Employee Office

Videos Spoof Videos Commercials

Metrics

Founded March 2006

2,500 Subscribers

230,000 Channel Views

2.5 million Upload Views

229 Uploads

 

Site Categories

• Couture.zappos.com

• Outdoor.zappos.com

• Rideshop.zappos.com

• Running.zappos.com

• Blogs.zappos.com • Zappos.com/How-

To• My.Zappos.com

LinkedIn.com

Job Postings Has facts about Zappos employees

Common skills of employees City they live in Level of education College they attended

Recommends Zappos family companies Company Awards and Recognitions Shows what other sites were visited

Zappos Insight Mastermind Group

What is it? Created to help business people with their

company culture and customer service Who are the members?

Group Creater and Leader: Christi Scott 162 members $40 a month subscription to a video service

that lets them ask Zappos employee questions Offers 2 day boot camp where participates

visit the headquarters and have meeting with Zappos executives

Conclusion Twitter is Zappos' main communication

medium between customers & company

They have created a B2B model from their success in B2C Social Media /Customer Service (Training business)

Weakness in blogging and organization

Needs to elaborate from customer targeting