Zappos Twitter Microblogging marketing case (i)

Zappos is an online shoe store in the United States, with annual sales of 1 billion dollars in 2008. Current President Hsieh's parents are Taiwanese, and now people are called Hsieh Tonniches (Tony Hsieh). In the United States, http://www.aliyun.com/zixun/aggregation/10822.html ">zappos has its own unique corporate culture, it is not the kind of low price to win the site, but the kind of service to win the site." Its personalized features in services are reflected in the use of Internet tools, including Twitter applications.

It is understood that the concept of customer service has penetrated into the consciousness of all employees of Zappos. The company's involvement in Twitter is not a few people, not a department, but a requirement that more than 400 employees are involved, so that every employee uses Twitter to communicate with clients and the public. Zappos not only has the company's main station Zappos.com and corporate blog blogs.zappos.com, but also Twitter aggregation site-twitter.zappos.com, for real-time release of staff Twitter and Twitter comments on Zappos .

Zappos requires every employee to participate in Twitter instead of staying on a simple slogan, the company offers specialized training courses and teaches employees how to use Twitter. The benefits of doing so are manifold. Training courses and content include establishing contact with customers, strengthening communication, raising the level of concern, serving customers, and enhancing the user experience.

Now, Zappos has more than 400,000 followers on Twitter's web page, which is not a small number. This is a new attempt of Tonniches in the network social media. People who know Zappos mostly pass the mouth, they have a mystery to Zappos, hope through Twitter and Zappos bosses, managers, ordinary staff communication, with a new mood to experience the Zappos culture, and ready to private secret way to spread their feelings. That's what Zappos want to do.

Tonniches himself, he registered a CEO account on Twitter, and he regularly publishes information about him, such as where he is, what he is doing, his eating habits, and the charitable activities he occasionally attends. His tone had the joys and sorrows of any ordinary man. If it weren't for his occasional speech at a celebrity party or on TV, you'd think he was a normal person.

Tonniches in his own zappos@twitter (Http://http://twitter.com/zappos,Zappos's Twitter main account), the main content of personal information, interest and thinking, mainly, and enterprise information is only one of the organic components. He is a true face on Twitter, sincere, transparent, humorous, so that readers not only feel a little surprised, more feel can be close and trust, and thus dog to Zappos produce a variety of positive impressions.

Original: The study of the blog marketing of the finger-soft sand