In today’s world where every company is striving for a social media presence, only a few of them have mastered the art of using social media. One such company is Zappos, a popular online retailer that specializes in shoes and apparel. The company was acquired by Amazon in 2009 and has its development center based in Seattle.
Over the years, Zappos has built an active social media presence, which has helped the company boost its traffic by a great margin. Zappos has tapped into all the major social media channels as shown below
Social media strategy @Zappos – 3 useful tidbits
But today, everybody has social media presence in all major channels. But how is it that Zappos has a better presence that the rest? What has been the key behind its’ being successful with social media? Is there anything that Zappos does better than other retailers? The answers to these questions can be summarized into three pivotal principles:
1. Constant Optimization
Even subtle things like language can make a great difference in social media. Look at the two statements below that Zappos used on its site:
“Share your order on Facebook, Twitter and Pinterest”
“Love your order? Share it!”
The first one was what they used initially. But when they moved to the second one the number of shares went up by 7%. This information was shared by the Director of Zappos Labs, Will young during a social media conference.
2. Continuous Activity
Zappos keeps its social channels very engaging with new events and deals. An interesting example is the Zappos fan of the week contest on Facebook. Fans are encouraged to send their photos with Zappos box and every week one is picked based on a popularity vote amongst fans. The selected picture is showcased on the Zappos wall thus encouraging more users to participate.
3. Innovating using social technology
Zappos Labs is a division that works on projects to enhance the sales and customer experience. They constantly try to build new tools to leverage the power of social technology. An interesting such concept that Zappos Labs is working on is a service that recommends purchases based on what users post on Pinterest. The tool is called PinPointing and is built around the primary goal of showcasing more products on Zappos that are trending.
Summing it all up
Overall, the lesson for all companies out there is simple – “A mere presence in social media is no longer worthwhile unless you can make your presence felt by constantly engaging the users with activities, deals and compelling content”