Social Media Strategy: Zappos By: Charles G Drafall, 24 February 2018 University of Florida PUR3622: Social Media Management Spring 2018

1. SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 2018
University of Florida
PUR3622: Social Media Management
Spring 2018
www.zappos.com

2. www.zappos.co
TABLE OF CONTENTS |
ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
1. Executive Summary
2. Social Media Audit
a. SM assessment
b. Website
c. Audience
d. Competitors
3. Social Media Objectives
a. Demographics
4. Online Brand Persona and Voice
a. Description
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and
Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting
Results

3. www.zappos.co
EXECUTIVE SUMMARY | ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
1. Executive Summary: Zappos company is a driven financial brand sales company that is eager to
please employees and engage with consumers. “Since the online shoe retailer was founded in
1999, the Zappos brand has extolled its “wow” customer service positioning and a distinct
corporate culture” (Lennox & Nie, 2011).
Zappos company lives by 10 key core values that facilitate the flow of corporate environment. “As
we grow as a company, it has become more and more important to explicitly define the core
values from which we develop our culture, our brand, and our business strategies”
(www.zapposinsights.com, n.d.).
(Swot Analysis Zappos, 2012)

4. www.zappos.co
SOCIAL MEDIA AUDIT | ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
2. Social Media Audit
a. SM assessment
Social
Media
Network
URL Likes Follows Social Activity
LinkedIn www.linkedin.com/company/zappos.com/ N/A 67K 1 posts per week
Facebook www.facebook.com/zappos/ 2.3M 2.2M 5 posts per week
Twitter @Zappos 14.4K 2.81M 10 posts per week
Instagram www.instagram.com/zappos N/A 104K 3 posts per week

5. www.zappos.co
SOCIAL MEDIA AUDIT | ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
2. Social Media Audit
b. Website Traffic
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Twitter 9K unique visits 5% 2.13%
Facebook 85K unique visits 39.10% 9.2%
Instagram 7K 12% 3.2%
LinkedIn 1K unique visits 2.2% .07%

6. www.zappos.co
SOCIAL MEDIA AUDIT | ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
2. Social Media Audit
c. Audience Age
Distribution
Gender
Distribution
Primary
Social
Network
Primary
Need
Secondary Need
18 – 30: 60%
31 – 40: 30%
41 – 55: 5%
56 – 80: 5%
Female: 65%
Male: 35%
Female
Male
Facebook 43.71%
Instagram: 12%
Twitter 2.13%
Currently using
Social to expanded
brand categories to
apparel and home
goods accessories.
The is to expand the sales
and promotions.

7. www.zappos.co
SOCIAL MEDIA AUDIT | ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
2. Social Media Audit
d. Competitors

8. www.zappos.co
SOCIAL MEDIA AUDIT | ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
2. Social Media Audit (cont.)
d. Competitors
Competitor
Name
Social Media Profile Strengths Weaknesses
Foot Locker Web: www.footlocker.com
TW: @footlocker
FB: @footlocker
Instagram: Footlocker
Footlocker has online and
shore direct-to-customers
services.
Close relationship with
Nike.
Merchandise stores have
been losing direct-to-
customers making
storefronts a lost
commodity.
Shoebuy
(Changed to
Shoe.com)
Web: shoe.com
TW: @shoesdotcom
FB: @shoesdotcom
Instagram: shoesdotcom
Ships globally.
Rewards program.
Larger variety of shoes and
clothing brands.
Lacks Brand awareness
that hurt sales of other
product lines.
tillys Web: www.tillys.com
TW: @tillys
FB: @tillys
Instagram: tillys
The company has great
business units and a unique
workforce. The company
also has room for profit
growth and revenue.
The company has
experienced problems
with loan dept and
expansion.

9. 3. Social Media Objectives
• Demographics
www.zappos.co
SOCIAL MEDIA OBJECTIVES
| ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
Facebook: Zappo’s is expanding the social experiences
to revolve around the consumer. Facebook has the most
visitors, but has the least B2C. Increase the connections
on Facebook Messenger.
Twitter: Zappos has an active twitter following with a
decent number of likes. Uses this to increase the
engagements with twitter followers.
Instagram: Used as a behind-the-scenes product
development to increase trust and relationship for B2C
connections.

10. 3. Social Media Objectives
• Demographics
www.zappos.co
SOCIAL MEDIA OBJECTIVES
| ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
KPIs
1. Unique visitors is an important measure of social success.
Zappo’s could bring up the unique visitors of Facebook to
other social sites.
2. Track the sales by contact method. There could be more
traffic on Facebook, but Instagram could be generating the
most sales.
Key Messages
• “Deliver WOW Through Service” (Faeth, 2015)
• “Customer service isn’t just a department!” (Ratcliff,
2014).
• “Zappos’ #1 Core Value is to deliver WOW” (Faeth, 2015)

11. 4. Online Brand Persona
www.zappos.co
ONLINE BRAND PERSONA|
ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
(Swot Analysis Zappos, 2012)

12. 4. Online Brand Voice
www.zappos.co
ONLINE BRAND VOICE|
ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
“Zappos, together with our partners, are assembling
some powerful and sustainable options for lifting
children and their families out of poverty” ("Zappos for
Good | Give," n.d.).
• Soles 4 Souls: Shoes and clothing donations.
• Kids in Need Foundation: Education and school
supplies.

13. 5. Strategies and Tools
• S&T
www.zappos.co
STRATEGIES AND TOOLS |
ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
SEO content strategy tasks:
• Create unique content with Content Marketing
• Work on Landing Page and internal pages with designer and a
copywriter collaboration.
Tools Approved Tools:
Canva and Adobe Illustrator for Photo content creation.
Buffer and Hootsuite for Social Management.
Adobe Premiere for video creation.
Rejected Tools:
None

14. 6. Timing and Key Dates
www.zappos.co
TIMING AND KEY DATES |
ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018

15. 6. Timing and Key
Dates (cont.)
www.zappos.co
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
TIMING AND KEY DATES |
ZAPPOS

16. 7. Social Media Roles and
Responsibilities
www.zappos.co
ROLES AND RESPONSIBILITIES
| ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
Matthew Snyder
Marketing Director
• Social Marketing Team Lead
• Social Media Strategy
• Campaign Plans and Budget
• Key business KPIs.
Nicole Ewing
Sr. Brand Marketing Manager
• Content Planning and Strategy
• Project Management
• Social Advertising
• Social Listening

17. 8. Social Media Policy
www.zappos.co
SOCIAL MEDIA POLICY |
ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
Media Policy
“Zappos therefore encourages employees to include company information
and opinions on their Facebook, Twitter and personal blogs in addition to
their LinkedIn profile” (St. Germaine, 2011).
• Zappos’ two-point policy: “Be real and use your best judgment”
(St. Germaine, 2011).
• Conducting Business With Integrity
• Fair Dealing – Be Proud of Your Conduct
• Confidential Information.

18. 9. Critical Response Plan
www.zappos.co
CRITICAL RESPONSE
PLAN | ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
It is key to minimize the potential hazard from a social media
mishap. A critical response plan that is simple and responsive is
the best practice.
• Monitoring: Always have social managers monitor traffic and
quickly respond to consumer activity. Avoid negative comments
to linger without action or response.
• Steps: Have a step-by-step social media response checklist
easy enough for any social manager to mitigate any situation.
• Messages: Create pre-written social media messaging for every
possible social issue.
• Designated: Have an established Social Media Manager
authorized to connect with consumers to resolve social media
issues..

19. www.zappos.co
MEAS. & REPORTING RESULTS| ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Twitter 9K unique visits
+ Increase 5%
5% 2.13%
Facebook 85K unique visits
+ Improve consumer
response time
39.10% 9.2%
Instagram 7K
+ Increase total sales
volume
12% 3.2%
LinkedIn 1K unique visits
+ Increase B2C
relations and job fair
2.2% .07%
10. Measurement and Reporting
Results
• Each social medium has a
unique need for increased
sales, unique visits or
connection.
• Establish a quarterly review
of established social goals.

20. www.zappos.co
REFERENCES| ZAPPOS
SOCIAL MEDIA STRATEGY
By: Charles G Drafall, 24 February 20
University of Florida
PUR3622: Social Media Management
Spring 2018
References
• Faeth, B. (2015, March 20). Zappos? WOW Philosophy: Tips for
Fostering Customer Delight. Retrieved from
http://www.inboundmarketingagents.com/inbound-marketing-
agents-blog/bid/361859/Zappos-WOW-Philosophy-Tips-for-
Fostering-Customer-Delight
• Lennox, B., & Nie, W. (2011, February 16). Case study: Zappos.
Retrieved from https://www.ft.com/content/98240e90-39fc-
11e0-a441-00144feabdc0
• Ratcliff, C. (2014, October 1). How Zappos uses social media:
Twitter, Facebook and Instagram. Retrieved from
https://econsultancy.com/blog/65526-how-zappos-uses-social-
media-twitter-facebook-and-instagram/
• St. Germaine, R. (2011, June 27). How Zappos Got Social Media
Right. Retrieved from http://www.jobcast.net/how-zappos-got-
social-media-right/
• Swot Analysis Zappos [Slide]. (2012). Retrieved from
https://www.slideshare.net/dbutcher777/swot-analysis-zappos
• Www.zapposinsights.com. (n.d.). Our Unique Culture. Retrieved
from https://www.zapposinsights.com/about/zappos/our-
unique-culture
• Zappos for Good | Give. (n.d.). Retrieved from
https://www.zappos.com/about/zappos-for-good-give