Zappos Case Study: Getting More Leads with Social


zappos logoZappos is an online shoe retailer and apparel store that was founded in 1999. Since its founding it has grown to be the biggest online shoe retailer thanks to its excellent customer service and exemplary marketing strategies. Its customer friendly return and shipping policy is one of the key reasons for its impressive success story.

Find out how Zappos used social media marketing to build a strong online brand and what you can learn from it to successfully implement social media strategies for your own business.

Related: Get your online marketing efforts on track with our professional vendors

5 Zappos marketing strategies that will boost your business

  1. Recommend products based on Pinterest user’s pins
  2. Run Sweepstakes on Twitter and use your own products as winning prizes
  3. Give personal gift recommendations on Facebook
  4. Let your customers create a Pinterest board with their wish list
  5. Get your Facebook fans to like your contest before they can enter it

1. Recommend products based on Pinterest user’s pins

Zappos created a great variety of boards showcasing its different fashion collections. It uses Pinterest to give its customers recommendations on what to purchase based on its follower’s pins. Zappos responded to a photo of a silk dress a follower pinned by recommending similar clothes from its online store.

Pinterest is a very fast growing social network and one of the reasons why it’s so successful is the fact that users trust and act on Pinterest recommendations. Pin boards are a useful tool to give a more visual look of a brand and show its core values.

pinterest user recommendations

What can retailers learn from this?

  • Use your pin board to give recommendations and tips that refer to your products
  • Connect with your audience by integrating trends
  • Encourage fan collaboration to get user-generated content

2. Run sweepstakes on Twitter and use your own products as winning prizes

Zappos knows that sweepstakes are a great way to encourage customer engagement  and  therefore organizes Twitter, Facebook and Pinterest sweepstakes on a regular basis. To enter the  participants have to send a Tweet on a specific day at a specific time. The winning prizes are a $ 2,500.00 shopping spree and a video consultation with a Zappos’ stylist.

Related: Can’t give away your own product? Order some awesome promotional products for giveaway

Sweepstakes are a great way to boost your social media following and help you increase brand awareness.

zappos sweep

What can retailers learn from this?

  • Make email address necessary for entry
  • Encourage participation by promoting your sweepstakes via social networks
  • Use your own products as winning prizes
  • After the sweepstakes is over publicize the win and promote the winner
  • Use Wishpond Sweepstakes App

3. Give personal gift recommendations on Facebook

Zappos offers a special Valentine’s Day service to help its customers pick a Valentine’s gift. Users simply need to log into their Facebook accounts for the Zappos team to look at their friends’ Facebook and Pinterest activity.

That allows the team to find out more about their taste and preferences in order to give personalized gift recommendations. So far 3000 customers found a gift by receiving personalized gift suggestions.

Giving personal gift recommendation is a great way of providing special customer service that fits the clientele’s needs and exceed their expectations.

valentines zappos

What can retailers learn from this?

  • Give product recommendations based on your customer’s Facebook or Pinterest profile
  • Promise to not share your customer’s account information with anyone
  • Find out which of your products fit your customer’s needs and interests
  • Promote your gift recommendations on all your social media channels

4. Let your customers create a Pinterest board with their wish list

Zappos found a great way to get user-generated content by letting its customers create wish list boards with their favourite Zappos products. Followers can see and repin what others want to purchase or get as a gift. That keeps the community constantly involved and promotes products in a very efficient way. By driving followers back to the business website visitors get easily converted into buyers.

wishlist

What can retailers learn from this?

  • To showcase your products and get customer engagement let users pin their favourite products on a wish list board
  • Convert followers into buyers by linking your Pinterest profile with your website
  • Respond to what your followers are pinning to show interest and keep your community active

5. Get your Facebook fans to like your contest before entering it

Zappos frequently uses like-gating contests to generate new Facebook fans. In one of its contests the participants had the chance to win a 3-piece skin-care set by simply liking a picture of the products and clicking on a link to enter the contest. From the 88 likes the post got, ten winners received a skin-care set.

Related: Social 101: Understanding Facebook Like-Gating

Like-gating is an effective way to increase reach on Facebook to generate leads and quickly drive up the fan base.

 likegating zappos

 What can retailers learn from this?

  • Get your fans to like a post or your page before they can enter a contest
  • Use your own products as giveaways to promote them at the same time
  • Make sure your like-gating adheres to Facebook guidelines
Photo credit: buildinternet.com

Bio: Nick Steeves in the Director of Marketing at Wishpond, an All-in-One Marketing Suite for Retailers and Brands


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One Response to Zappos Case Study: Getting More Leads with Social

  1. Pingback: Fresh Business Info –Thursday, March 14, 2013

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