Case study: Entrepreneur Tony Hsieh from Zappos.com

Website: Zappos.com retail site, adds a face to the people providing outstanding service with links everywhere to social media like “What are Zappos employees doing right now?“  Zappos adds videos, blogs and other interesting content to keep their customers in the loop about everything going on at the company.

Blogs: Tony’s blog features everything from insight on branding a unique culture at his company to pictures of employees having fun dressed up like the Easter bunny. Every post gives readers interesting information about what goes on behind the doors of Zappos.  Tony has established a culture where the doors are not closed and there no high corporate walls.  If you want to know about Zappos and how they run such an excellent business just visit their site; they’ll teach you.  Spread the word about them and you’ll be a Zappos Super Fan!

Twitter: Tony’s 30,000 friends on Twitter means he has a platform for connecting with thousands of Zappos enthusiasts.  Tony actively monitors the airwaves to see who’s talking about his brand, Twitter is an excellent tool to listen to the market.  If you mention Zappos on Twitter, chances are Tony will befriend you, whether your feedback was positive of negative.  Tony says “the primary purpose of the blogs and twitter is so that outsiders can get a glimpse into our company culture. We don’t really think of them as marketing channels so much as ways to develop a more personal connection with people, whether they are other employees or our customers.”

Google Blog Search: Want to learn to respond to negative feedback? Read this post http://poprl.com/Bak by @michellegreer and then read the Tony’s comment; straight from the CEO. Zappos obviously monitors the airwaves to see who’s talking about their company and about his personal brand.  The only way to know what your market thinks about you is to listen.

Facebook: Join 7,800 others and be a fan of Zappos on Facebook. Read the feeds of all the Zappos blogs, see Zappos favorite random videos on YouTube, write a review of their service, view 15 photo albums giving a sneak peak into what happens at Zappos, even links to their job site!

Video: Zappos video blog Zappos.tv and YouTube channel offer funny video skits, random videos and stuff to keep people entertained.  This further reinforces Zappos culture and gives people fun content to view.  The more content Tony and his crew give for their fans to view, the closer they become to these fans and potential customers.

Bottom line: Tony and Zappos give their customers a chance to become true fans.  In the information age, people crave insider knowledge of what’s going on at their company.  Tony has become an expert in creating a culture around a brand that is all about providing quality service with a fun loving attitude.  Tony’s friends and fans feel a closer connection with Zappos, which will lead to better PR and more dedicated customers!