{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

Move over Dell. You're not the only company looking to turn social media into a medium for loyalty marketing.

If you wear shoes (who doesn't?) and want to be part of an exclusive club of VIP shoe buyers, you have less than 200 minutes to become a Zappos.com VIP. Zappos.com, of course, is the online shoe retailer whose CEO, Tony Hsieh, has made extensive use of social media, namely through Twitter, where he has over 50,000 followers.

Now Zappos.com is leveraging its social media popularity to promote a limited-time offer - the Zappos.com VIP.

Zappos.com VIPs "get exclusive features and benefits available only to our VIP customers!"

One major benefit being promoted: guaranteed free overnight shipping (within the continental United States).

Not a bad deal. But with less than 200 minutes left to go in this round of the VIP offering (Zappos.com started offering VIP memberships last month for short periods of time), you have to be quick.

And being quick is largely the result of being on social media services like Twitter, which is obviously the point.

Clearly, companies are getting more creative in using these types of services to extract value and build relationships with those who 'follow' them, and in this case, Zappos.com is cleverly using Twitter to promote a program that results in registrations that it be stored in its own database.

And just as with Dell's program, Twitter isn't getting paid a cent.

Patricio Robles

Published 4 February, 2009 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2485 more posts from this author

Comments (3)


rona rothschild

you are amazing.

over 8 years ago


Mighty Men's Shoes

Yes I think clever. Get more people that way.

over 7 years ago



Appreciate your lastly speaking regarding You have less than 200 minutes to become a Zappos.com Twitter VIP | Econsultancy Appreciated this!
is parked

about 5 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.