Clothing retailer Zappos used Twitter's Streaming API to monitor all the Tweets that mention the brand, streaming them onto an app to answer queries, engage in conversations and showcase its customer service standards. The campaign boosted customer engagement and loyalty, generating over 1,200 conversations per month on the platform.
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Brand: Zappos | Country: USA| Sector: Clothing | Objective: build brand engagement | Format:Twitter, Social Media
Zappos realized early in its business model that Twitter would provide the most unique platform to communicate with its customer base of “Zapponians”. Their transparent stream of Tweets has helped build a loyal following of fans who love their service.
Zappos sees as many as 85 unique conversations per day using Twitter's API. And over 600 Tweets from fans per month showcase Zappos products.
The team also learned that their early list of ideas would require a more extensive use of Twitter than just running an account or two. To build an engaging experience for customers, their team turned to Twitter’s powerful set of APIs and website tools to create an unparalleled customer service platform.
Visit @Zappos_Service Twitter account and you can see a vibrant conversation taking place, showing off exactly how they use Twitter to create authentic and helpful interactions with their customers.
Implementation
Zappo's Conversations uses Twitter's Streaming API to look for all the Tweets that mention @Zappos and@Zappos_Service. Tweets of conversations, questions, and comments stream in and Zappos presents them on the Conversations website so others may read how Zappos is working to communicate with its fans and customers and solve any issues or problems.
Building on the use of Twitter's API, Zappos also launched the Zappos TweetWall, which brings "the latest product finds and obsessions from the Twitter community". Hovering over the pictures of products shown on the TweetWall brings up the user and Tweet alongside the product's image. Zappos also created a version of the TweetWall optimized for the iPad and available as a spread in a Zappos ZN iPad app.
Lastly, Zappos iPhone app uses the native Twitter integration with iOS 5. All Tweets from the Tweet Sheet by default include @Zappos_Mobile. Zappos can search on Tweets that include @Zappos_Mobile to get a sense of the conversation driven by their mobile app.
Impact
Over a one month period, Zappos averages over 600 products tweeted by its customers. On some days, Zappos has seen as high as 60 Tweets per day about their products. As Zappo's TweetWall gains visibility, the team expects that it increase the conversation even more about their products. Zappos builds products like the TweetWall as a fun way for their customers to be inspired and discover new products.
Additionally, Zappos averages about 40 Twitter-based conversations with its customers per day. The number climbs as high as 85 conversations on some days. In general, the team tries to respond to almost everyone who asks questions about Zappos.
That may include product questions and answers about
• Marc Jacobs,
• sexy watches, or
• classic sneaks
Zappos also has fun conversations with its customers, a great Twitter strategy to show authenticity through a Twitter account.
Twitter has long been a service that aligns with Zappos' company core values. This embedded Tweet says shows just a bit of how important Twitter is to them:
