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Zappos: A Place To Create Happiness And Happiness.

2010/4/10 13:23:00 20

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If the number of followers is measured, zappos.com's chief executive, TonyHsieh, is the first person, and now he has nearly 1 million 685 thousand followers.

Zappos.com started selling shoes online, and now it has become a veritable online department store, from shoes to clothing, home, kitchen appliances, electrical appliances and so on.

TonyHsieh's Twitter is the official Twitter of zappos.com.

If you think this Twitter is talking about designer shoes, internet promotion and customer service, it's a big mistake. It's a place to discuss happiness and happiness.

Happiness and happiness is also the concept of TonyHsieh governing this customer service oriented company.

Zappos's use of Twitter is not a matter of urgency. It is not a direct profit, but a kind of inaction (the eighth of the ten core concepts of Zappos: the least in the least).

TonyHsieh believes that corporate governance is like being in love with clients, and ultimately, maintaining the relationship between the two sides is a common sense of value.

TonyHsieh, who is 35 years old, has spent millions of dollars ten years ago and has begun to build his own theory of happiness.

Of the ten core concepts of Zappos, the third is "creating fun and a little bit weird".

On Twitter, TonyHsieh turned himself into a symbol, an ideal, an action, a way of life.

As an online retailer, Zappos's customers are a group of young people who live on the Internet.

TonyHsieh's Twitter account under the banner of CEO shows that Zappos is willing to approach customers and understand customers' attitude (sixth: establish an open and honest relationship in communication).

Customer relationship is an old topic, but in the Twitter Empire, the meaning added to this relationship is personalization and privacy.

The restrictions on 140 words, the casual dialogue, the speed of network dissemination, the middle procedure can not tolerate lengthy contemplation and tedious censorship.

Clerical errors, wrong words, sensitive words, personalized tone and shorthand are all the characteristics of Twitter, so a company must have a certain degree of pparency and openness if it has a personable personality.

As CEO, Tony doesn't mind being teased by his colleagues and sharing these entertainment farce on the Internet.

For example, in a recent Tweet (the name of the button that updates the information update), he posted a YouTube link that he was asked to plug on his head at the company sports meeting.

Of course, this video also shows the entertainment spirit of the whole company.

In addition to TonyHsieh, Zappos also has an official Twitter website, which has 498 employees who have accounts in Twitter.

Unlike ordinary companies, Zappos encourages its employees to use Twitter.

For many companies, such a policy means a lot of risks, and perhaps a lot of energy is needed to train employees how to conduct Twitter in an official manner. Of course, this is a great mistake, which completely obliterate Twitter's instinct.

Through Twitter, Zappos conveys the idea that we are, like you, a group of playful people, where we do not talk about business but talk about life.

It uses individual employees to personalize the company, thus disintegrating the brand and personality of the company into numerous happy individuals and establishing intimate relationships with customers.

However, in the final analysis, for Zappos, Twitter is just like the status of love in personal life - it can not replace career, and career is also the weight of love many times.

When it comes to the real weapon of Zappos, one is a solid customer service based on telephone and mail (first: Courier customer service), the other is two-way free mail, and the third is the return policy within 365 days.

Zappos strategy

1., the use of Twitter is not a matter of urgency, not for direct profit, but for inaction.

TonyHsieh believes that corporate governance is like being in love with clients, and ultimately, maintaining the relationship between the two sides is a common sense of value.

2. unlike ordinary companies, Zappos encourages its employees to use Twitter.

Through Twitter, Zappos conveys the idea that we are, like you, a group of playful people, where we do not talk about business but talk about life.

3. by personalizing the company through each employee, the brand and personality of the company will be broken into countless happy individuals and establish a private relationship with the customers.

Starbucks: Twitter knows what matters most.

"If Twitter can't cause a sensation, then it doesn't matter."

This is what Starbucks's BradNelson said at a recent online media conference.

BradNelson manages Starbucks's multiple network media accounts, including Twitter, Facebook and Flickr.

Twitter centric marketing is Starbucks's network media strategy.

Starbucks's major news is usually released five to ten minutes ahead of schedule in Twitter. If a sensation and a good reaction occur, the company will release the same news in other traditional channels.

Events or products are the first to test the water in Twitter.

Through managing Twitter, BradNelson is more accurate than public relations department to predict whether the media events will be effective.

In a recent example, in March 30th, Brad released a seemingly random message on the Twitter with twitpic photo: "the network group has just tasted KomodoDragon, with a delicious coffee cake, a tasty drink and a strong taste!"

As a result, this information triggered many netizens' discussions.

Some people began to ask what KomodoDragon was, so Brad went straight to the boat. In the replies, they attached the promotion page of this coffee, which contained extremely detailed multimedia information, including video, news, Facebook links and netizens' evaluation.

As a product originally sold on the Internet, Starbucks is preparing to promote KomodoDragon to store sales as a special product this week.

Every topic on Twitter is a network media marketing.

The trick of Brad is to first listen, see the response of the customer, and then present all the information related to the topic to the customer.

His other tip is not to use too high definition photos in twitpic, which will be too much like traditional PR publicity, and try to make photos and messages as plain as other Twitter users.

Taking Twitter as an adjunct to advertising and promotion, BradNelson undoubtedly needs to deal with the relationship between the company's public relations and marketing departments.

Sometimes, if the content of the public relations marketing department is irrelevant to the interest of Twitter users, Brad will refuse to publish such information in Twitter.

More often than not, if he has to cooperate with these departments, he will personalize the content.

The information on Twitter, though not more than 140 words per word, is enough to convey a person's tone, mood and personality.

You have to be an interesting person who can use a short 140 words to describe a thing that might have been insipid, in order to capture the interest of the target audience in just 140 words.

Starbucks strategy

1. major news is usually published in advance five to ten minutes before Twitter. If a sensation and a good reaction are made, Starbucks will release the same message in other traditional channels.

2. first of all, listen to the reaction of the customer, then give all the information related to the topic to the customer, reply quickly and guide the topic without any trace.

In addition, don't use too high definition photos in Twitpic, which will be too similar to traditional PR propaganda. Try to make photos and messages as plain as other Twitter users.

3. you have to be an interesting person who can use a short 140 word to describe a thing that might have been uneventful and to arouse the interest of the target audience.

JetBlue: calm customer's anger in time.

Many large Brand Company regard Twitter as a new supplementary channel to enhance the traditional functions of traditional companies, such as improving customer service.

Among them, many companies are forced to use Twitter, and JetBlue is one of them.

In early 2007, JetBlue cancelled a large number of flights due to weather problems, but customer service did not catch up. Some customers began complaining on Twitter.

JetBlue realized that the power of the Internet media such as Twitter, what users want to say, you will never be able to control.

If you do not enhance customer service, the brand and image of the company will be damaged.

JetBlue made the right decision. CEO personally apologized and issued JetBlue's customer regulations, allowing customers to get compensation in certain circumstances.

As a more radical step, JetBlue began to explore the possibility of using Twitter.

JetBlue now has more than about 1600000 followers on Twitter.

The company organized a team of seven employees to manage the company's Twitter account in turn to provide all-weather customer service.

The truth of Twitter discovered by JetBlue is to say what customers want to know; if you are not sure whether the customer likes what you say, check how many people have replied to a message, or ask them directly to ask them what they care about on Twitter.

JetBlue chose Twitter's DM service. Such sensitive topics or privacy can be limited to individual customers and companies without being seen by others.

For JetBlue's services on Twitter, a customer DaveRaffaele commented, "I finally got the humane treatment."

Within two minutes, JetBlue replied to his problem, which is much faster than queuing at the airport customer service center.

Moreover, under normal circumstances, airlines do not care to deal with, or customers do not want to waste time to respond to small problems, such as the temperature of a certain aircraft needs to be adjusted, etc., can also get a satisfactory answer on Twitter.

In addition to professional services, the company has another advantage of establishing Twitter customer service account, which can help customers to help each other.

For example, when Dave arrived at the airport too early and could not find service personnel to check luggage, other experienced customers also provided accurate answers through reply.

JetBlue strategy

1., say what customers want to know; if you are not sure whether the customer likes what you say, check how many people reply to a message, or ask the client directly to ask them what they care about directly on Twitter.

2. JetBlue chose Twitter's direct messaging service, so that some sensitive topics or privacy could be limited to individual customers and companies without being seen by others.

3. organized a team of seven employees to manage the company's Twitter account in turn to provide all-weather customer service.

Within two minutes, JetBlue responded to customers' problems, which is much faster than queuing at the airport customer service center.

Source: China Business Journal