Social Media Strategies for Zappos, How to get more traffic to the website

1. Social Media Strategy for Zappos
Xiaoteng Fu 11/27/2017
Xiaoteng Fu Zappos Social Media Strategy

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
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
Xiaoteng Fu Zappos Social Media Strategy

3. EXECUTIVE SUMMARY
Xiaoteng Fu Zappos Social Media Strategy
Our major social media priorities for 2018 is to increase our social
media followers and get more attention.
Our main objective for 2018 will be focused on driving more traffic to
our website by posting more creative and relevant content and
building relationships with our customers.
Two major social strategies will support this objective:
1) Increasing the volume of brand relevant content to create
awareness and encourage customers to trail our products.
2) Increasing interactions with our customers over social media.

4. SOCIAL MEDIA AUDIT
The following is an audit of Zappos.com social media presence to date. It includes an assessment of
all social networks, web traffic, audience demographics, and a competitor analysis.
Xiaoteng Fu Zappos Social Media Strategy
Social Media Assessment
Data as of November, 2017
Assessment Summary:
At present time, Facebook has the highest interactions with potential or current customers. LinkedIn need to
be improved to attract more traffic.
Social Network URL Follower Count Average Weekly
Activity
Average Engagement
Rate
Twitter https://twitter.com/Zap
pos
2.82M 11 3.2%
Facebook https://www.facebook.
com/zappos/
2.26M 12 6.7%
Instagram https://www.instagram
.com/zappos/?hl=en
101355 9 5.5%
LinkedIn https://www.linkedin.c
om/company/zappos.c
om/
65756 1 0.05%

5. Website Traffic Sources Assessment
Timeframe: Monthly average, June 2017 to November 2017
Xiaoteng Fu Zappos Social Media Strategy
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 4500 unique visits 6% 3.8%
Facebook 5000 unique visits 7% 2.3%
Instagram 4800 unique visits 4.5% 5.6%
LinkedIn 200 unique visits 0.3% 0.1%
Traffic Assessment Summary:
At present time, Facebook is the biggest driver of traffic to our website. The conversion rates of
Facebook, Twitter, Instagram, and LinkedIn are 2.3%, 3.8%, 5.6%, and 0.1%. LinkedIn has the lowest social
interactions and traffic data.

6. Audience Demographics Assessment
Survey distributed in August/September via email and upon visitor registration. Total applicant
responses: 2000
Xiaoteng Fu Zappos Social Media Strategy
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
60% 18-30 65% Female 65% Female 45% Facebook Cheaper and
affordable shoes
and clothes
Fashionable,
stylish, and
seasonable
shopping
15% 31-40 35% Male 35% Male 20% Instagram
15% 41-55 50% Instagram 20% Twitter
10% 56-80 30% Facebook
18% Twitter
Audience Demographics Summary:
Female and people aged between 18 and 30 are the majority group of target audience. The main need
for people shopping on Zappos is for cheaper and affordable shoes and clothes. Twitter needs new
strategies to increase engagment.

7. Competitor Assessment
Xiaoteng Fu Zappos Social Media Strategy
Competitor Name Social Media Profile Strengths Weaknesses
Amazon Instagram: amazon Branded hashtag
#amazon is used a lot by
instagram users
Infrequent posting; negative
comments from customers
Nordstrom Rack Instagram: nordstromrack Posts are attractive, take
advantage of popular
bloggers (cite their photos)
Low engagement (under 100
comments for each post)
Foot Locker Instagram: footlocker Frequently posts including
photos and videos; each post
has its distinct feature
Most photos have the
repeated style (repeated logo
and photo frame
Competitor Assessment Summary:
The above analysis focused on three major competitors with a strong social presence on Instagram. High
quality visual contents engage interactions with their followers. The use of hashtags help to get people’s
attention. Customer service is important, responses to comments help to generate good impressions.

8. SOCIAL MEDIA OBJECTIVES
Xiaoteng Fu Zappos Social Media Strategy
Some specific objectives include:
1. Increase unique visitors from social media to website by 20% in 6
months via:
a. Using hashtags through all social media platforms
b. Increasing advertisements input (sponsored brand on Instagram)
2. Increase Twitter followers by 3000 in 6 months.
3. Increase volume of visual content including photos and videos
published on Facebook, Twitter, and Instagram by 30% in 6 months.
In 2018, the main goal of our social media is to drive more traffic to our website from the social media
channels by sharing more relevant and creative content and providing satisfied customer service for our
customers.

9. Xiaoteng Fu Zappos Social Media Strategy
KPIs
1. Number of followers on Facebook, Instagram and Twitter
2. Number of unique visitors from Facebook, Instagram, Twitter, and
LinkedIn
3. Number of weekly photo and video posts on Facebook and
Instagram
4. Audience sentiment analysis
Key Messages
1. Affordable clothes and shoes needs
2. Stylish and fashionable desire

10. ONLINE BRAND PERSONA AND VOICE
Xiaoteng Fu Zappos Social Media Strategy
Adjectives that describe our brand:
• Creative
• Open-minded
• Passionate
• Adventurous
When interacting with customers we are:
• Friendly
• Patient
• enthusiastic

11. STRATEGIES AND TOOLS
 Paid:
Boost the most popular Facebook posts every Friday. Make
sure the post must have at least 100 organic reach, and a
minimum of 10 likes or 10 comments.
 Owned:
Introduce the use of #Giftsforhim/her hashtag to encourage
customers to share their thoughts and shopping experiences
on all social media platforms.
 Earned:
1. Monitor Twitter and Instagram for keywords: shoes,
boots, dresses and extend discount for loyal customers.
2. Partner with fashion influencers to promote our
products.

12. Tools
Xiaoteng Fu Zappos Social Media Strategy
Approved Tools
• Hootsuite
• uberVU
Rejected Tools:
N/A
Existing Subscriptions/ Licenses
• YouTube https://youtu.be/872q099mMzI
• Kapost
• Vimeo

13. TIMING AND
KEY DATES
Xiaoteng Fu Zappos Social Media Strategy
Holiday Dates
• New Year’s Day
• Valentine’s Day
• Memorial Day
• Independence Day
• Labor Day
• Columbus Day
• Thanksgiving
• Christmas
Reporting Dates
Reporting will occur
once a quarter in
February, May,
August, and
November.
 Internal Events
• Friends On Us Fridays
• Zappos Friends With
Benefits Roadshow
(August 18th)
• LV Pro Soccer at
Zappos (August 11th)

14. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Xiaoteng Fu Zappos Social Media Strategy
• Social Media Manager- Ryan Bennett
Responsibilities: Direct social media strategy and goals for Zappos.com.
Work with advanced analytics to measure social impact, traffic, time-on-
site and other business KPIs.
• Social Media Coordinator- Darrin Caldwell
Responsibilities: Help implement and maintain online marketing strategies
through social media. Develop relevant content topics to reach Zappo’s
target customers.
• Social Media Customer Service Manager- Kelsey Walsh
Responsibilities: Meet customer service objectives by forecasting
requirements; determine customer service requirements by maintaining
contact with customers; improve customer service results by studying and
evaluating processes.

15. SOCIAL MEDIA POLICY
Xiaoteng Fu Zappos Social Media Strategy
Social media help to promote Zappos’ products. We use it to spread
company and product information, interact with customers and
partners. Our employees should be expected to follow the guidelines :
• Be respectful
• Be polite
• Be friendly and helpful to our customers
• Be passionate an patient
• Be responsible

16. CRITICAL RESPONSE PLAN
Xiaoteng Fu Zappos Social Media Strategy
Scenario 1- Inappropriate Tweet Sent from @Zappos
Action Plan
1. When Tweet is detected:
• Take a screenshot
• Delete Tweet
• Alert Ryan Bennett (Social Media Manager). If Ryan is unavailable, alert marketing
director.
2. Ryan and the marketing director evaluate the impacts and reach and then take further
action.
3. Ryan to develop appropriate follow up Tweet, marketing director to approve.
4. If media has picked up the Tweet, marketing director to manage all direct contact.
5. Ryan and the marketing director should follow up the employee for publishing the
Tweet to see if disciplinary actions is required.
Pre-approved messaging:
Messaging will be dependent on the nature of the tweet.

17. Scenario 2- Negative response to customers’ response
Xiaoteng Fu Zappos Social Media Strategy
Action Plan
1. When the issue is detected:
• Alert Ryan Bennett. If Ryann is unavailable, alert Kelsey Walsh (Social
Media Customer Service Manager)
2. Ryan, Darrin Caldwell (Social Media Coordinator), and Kelsey
coordinate with customers to meet the needs and monitor the
following situations.
3. Set up disciplines for employees when communicating with customers
Pre-approved messaging:
Following responses should be approved by management.

18. MEASUREMENT AND REPORTING
Xiaoteng Fu Zappos Social Media Strategy
Quantitative KPIs
Reporting period: 3 months
Data as of February 1st, 2017
Website Traffic Sources Assessment
Timeframe: Monthly average, February 2017 to October 2017.
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 2000 unique visits
+ 10% growth
13% 3.5%
Facebook 2500 unique visits +
12% growth
15% 2.8%
Instagram 3000 unique visits +
15% growth
14% 4.3%

19.  Social Network Data
Timeframe: As of February 1st, 2017
Xiaoteng Fu Zappos Social Media Strategy
Social Network URL Follower Count Average Weekly
Activity
Engagement
Twitter https://twitter.com/Zap
pos
2.83M
+0.35% growth
22 posts per week
+100% increase
4.2%
Facebook https://www.facebook.
com/zappos/
2.27M
+0.44% growth
18 posts per week
+10% increase
7.3%
Instagram https://www.instagram.
com/zappos/?hl=en
110000
+8.5% growth
18 posts per week
+100% increase
6.5%
LinkedIn https://www.linkedin.c
om/company/zappos.c
om/
70000
+6.5% growth
2 posts per week
+100% increase
2.2%
 Summary:
• The Twitter followers has grown by 10000 in 3 months, it means if keep tracking on this trend, the following
will grow by 20000 in 6 months. Therefore, the team has achieved the goal and surpass it.
• All data above has grown so that the strategies have been working successfully.
• We will put more effort on LinkedIn to expand and improve our community to attract more people.

20. Xiaoteng Fu Zappos Social Media Strategy
#Giftsforhim/her Hashtag Performance
• Between February 1st, 2017 and October 1st, 2017, the hashtag was
mentioned 2000 times on Twitter and 3000 times on Instagram.
• 80 Instagram posts published with the hashtag involving tagging their
friends, families and boyfriend/girlfriend.
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram
posts, and 100 Tweets revealed the following:
• Most customers are satisfied with their customer service, and they
share positive comments and photos on social media.
• 40% less negative sentiment is related to our company.

21. Proposed Action
Items
Xiaoteng Fu Zappos Social Media Strategy
• Continue #Giftsforhim/her Campaign
• Prepare a mission statement and content
strategy for LinkedIn
• Consider #FashionableZappos campaign to
reward 50 giftcards to social followers or
community members