Monday, August 13, 2012

Why Zappos is a Social Media Superstar

As many of you know from my speaking engagements and webinars, I’m always looking for brands that are using social media in innovative ways. I honor these organizations with the name “SoMe Superstars.” Past winners include State Farm and PepsiCo

Today I’d like to recognize a company that’s taken a fantastic brand and brilliantly expanded it into the social space: Zappos.

I’ve written about my love for Tony Hseih’s online shoe company before, but now it gives me great honor to truly call it a Superstar.

With more than 2,600 YouTube subscribers, 260,000 Facebook Likes, and almost 2.6 million Twitter followers (across seven accounts), Zappos has definitely made a social media splash. But lots of footwear and apparel companies appeal to young social media users. How does Zappos stand out? Here are a few reasons.

Website Videos – Instant, Honest, and Short
Zappos created a team of ten employees to make videos about every single one of its shoes. The videos are done on-site and are unscripted. Since starting the program in 2009, these employees have now created around 100,000 videos. They’re all under a minute, so that customers don’t get bored. Even better? Each video has three prominent sharing options – Twitter, Facebook, and HTML code for bloggers. The videos allow Zappos employees to share their love of the product and encourage customers to share their love on social media.



Social Recruiting, Too
Zappos offers a YouTube channel just for recruiting, with 33 videos. The content ranges from employee interviews to a look at the Zappos HQ fitness center to advice on how to dress for your job interview. This is a fantastic resource for job-seekers, with each video showcasing the spirit of fun and customer service that is the foundation of the Zappos brand. On Twitter, ZapposInsights and Inside_Zappos both offer a behind-the-scenes look at the company's unique culture, with lots of interaction with followers.



Their Own Personal Pinterest
The Zappos website has a unique feature that really makes it a superstar. It’s called the TweetWall; a collection of tweets from anyone who has linked to a Zappos product. It’s a form of crowdsourcing, where customers can see what styles have the most buzz. And instead of encouraging fans to tweet about the company, Zappos is rewarding fans for already doing it. Fans know this, and may tweet about Zappos just get a spot on the coveted wall.



Through YouTube, multiple Twitter profiles, employee videos, and the TweetWall, Zappos has created a virtuous circle: fans celebrate the brand because the brand recognizes the fans who celebrate it.
 

For sharing videos, tweets, and photos with their fans, and allowing their fans to share content in return, I name Zappos a SoMe Superstar!

Do you know of a brand that deserves superstar status? 
Drop me a line.

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