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The US online fashion retailer makes a rather bold statement in the about section of its website.
“Customer service isn’t just a department!” The entire organisation is built around one sole mission: to provide the best customer service possible.
A lot of brands may say that customer experience is at the core of their strategy, but how many follow through with this statement in practice?
Graham Charlton discussed what Zappos could teach us about staff and customer retention last month. It’s largely about making the working environment as happy as possible through plenty of staff recognition, trust, responsibility and plenty of perks.
For the customer it means ‘delivering a WOW philosophy’ through excellent service, customer focused metrics, surprising people through under-promising and over-delivering and remaining ever personal.
So Zappos delivers ‘happiness’ for its employees and for its website customers. How about its social channels? Given Zappos focus on customer service, does this extend to the channels where more and more consumers are expecting interaction from brands?
Here is our tribute to the most wildly exhilarating, hair-raising, knee-weakening mini advertorial marvels you can watch in less than six or 15 seconds.
Think this list will be dominated by GoPro and Red Bull? Well yes obviously a few of them will be by those titans of extreme content marketing, but you’ll be surprised at how many other brands are getting in on the danger-courting game.
It’s pretty obvious why footage of daredevil escapades work so well on social, dangerous stunts and high adventure speak to our very basic desire to be gripped from the safety of our small screens, and these videos are some of quickest to pick up velocity across channels.
Plus with advancements in hardware, especially thanks to GoPro itself, it’s now possible to capture events from angles never dreamt of before.
Climb inside the helmet of a deep-sea diver, cling to the end of a skateboard as it does a 360-degree flip, jump out of a balloon hovering above the stratosphere. All is possible now and the only limit is human endurance.
If you want some killer advice on how to improve your own social video efforts then check out these best practice guides: how brands can be brilliant at Vine and how brands can be brilliant at Instagram video.
In the meantime, here’s some compelling inspiration…
LEGO makes for a brilliant and satisfying case study for hundreds of reasons.
It helps that it’s one of the most beloved brands on the planet, appealing across generations and ages. It constantly remains relevant by aligning itself with quality licenses and innovations, whilst staying true to its own brand identity.
Therefore it’s great idea to check in with the company on a regular basis to see what it’s been doing on its digital channels, to offer inspiration for your own endeavours.
We also have LEGO’s global head of social media Lars Silberbauer-Anderson talking at our Festival of Marketing in November, so please join us for a two day celebration of the modern marketing industry.
London Fashion Week is over for another year, and what a week it's been.
The Econsultancy content team have been to exactly zero catwalk shows and no glitzy parties, and quite frankly we're exhausted.
Thankfully our friends in the world of fashion were kind enough to share all the glamour via social media, so we have a fair idea of what went on at the major fashion shows.
Data from Hotwire PR shows that Burberry managed to drive the most conversations around its show with 21,958 tweets, while Topshop came a distant second with 9,108.
This is likely because they're two of Britain's most recognised fashion brands, but both have also engaged in some interesting social activity around London Fashion Week.
I have found it virtually impossible to find credible Instagram accounts around marketing and digital topics, why is this?
For someone who works in social media, I was restrained to get involved with the Instagram hype.
Having been a Twitter user since near launch, I regarded them as fairly similar products and didn’t really want to condemn myself to even more social network hours a day.
However, my love of food got the better of me and now, as an avid Instagrammer, I do not look back.
It’s the big one. The bout to beat them all: ‘The Rumble in the Jungle’. ‘The Thrilla in Manila’. ‘The Brawl for it All’… These will all seem like mere ‘Fisticuffs in Magaluf’ when this contest is over.
In the red corner, unsurprisingly… Red Bull, with its commitment to broadcasting the most extreme of escapades to a worldwide audience, including a whopping 3.7m YouTube subscribers and a high concept strategy of putting thrills and spills before energy drink sales.
In the blue corner, strapped head-to-toe in tiny cameras so viewers can witness every single punch in glorious high definition clarity… GoPro, with its intimidating dominance of social video, constant gracing of the top ten biggest brands on YouTube and an effortless ability to marry its products perfectly with its content.
Two giant brands. One arena that can barely contain them both and one glorious winner, turkey-trotting over the shattered bones of its crushed opponent.
I am but the lowly referee, cowering to avoid the blows, but too fascinated to look away. So let’s take a glance at these titans in the content marketing and social worlds and see which will be crowned the ultimate champion.
You know the one I’m talking about…
The one with the hypnotically charismatic handsome guy with a terrible throw.
The one with the blunt machete, bear suit and single best use of a swear word in any advert ever.
The one you’ve seen highlighted at every single marketing conference you’ve attended since 2012.
No? Really? Fine this one then...
Carla Eid is head of Microsoft Mobile's Connects programme, its community of customers and advocates.
I asked her a few questions about what working with that community entails. How does the brand get involved and what benefits does it see across content production but also, of course, in sales.
Take a look and, in the community spirit, feel free to leave comments or further questions.
Amtrak is the intercity train service run by The National Railroad Passenger Corporation, connecting more than 500 US destinations and three Canadian provinces.
According to The Make Good in its piece on content marketers that are ahead of the curve, Amtrak has seen a rise in train ticket sales that perhaps goes against the dominance of air travel in the USA.
This is in part thanks to its recent content marketing push. Amtrak has redesigned its blog, including an archive of photography that stretches back over four decades of its existence, upped its social media game and has begun sponsoring trips by writers and photographers in order to create engaging content for the company.
Let’s take a closer look at the best of Amtrak’s content and channels.
“Cola War, huh! What is it good for?”
Healthy competition and an excuse to write this article on the ongoing battle for our caffeinated hearts and sugar-addled minds between the two giants of fizzy beverage.
I’m sure Edwin Starr would’ve come up with something snappier, but he’s not employed here.
The battleground has changed since the 1980s. We no longer look to the highway billboards, the ads in National Enquirer or the million-dollar Bill Cosby endorsements on MTV to witness the blows each corporation delivered to its aluminium coated opponent.
Now the war is fought across a vastly different field. One that couldn’t possibly have been predicted 30 years ago when our sole interests lay in watching Michael J Fox climbing over cars in the rain.
We imagined future battles taking place on the moon, or via a Virtual Reality headset or at least a vaguely futuristic looking air-hockey table. We were wrong.
Social media is the modern day arena where all the most catastrophic shots are fired (we now call them tweets). It’s also where loyal troops are enlisted (we now call them Facebook friends) and collateral damage is a sad yet necessary outcome (we call it Google+).
So let’s see how these mighty warriors are squaring up to one other in the 21st Century and how much attention they are paying to the rules of engagement.
It's been another busy month in the world of social media, with several great new campaigns launched and big developments afoot in Zuckerberg's domain.
Alongside trialling a new 'buy' button, Facebook announced second-quarter revenue of $2.91bn, an increase of 61%. Not bad.
And what of these campaigns? Well I've detailed several of them below, so go ahead and give them a read.
But just before you do, please note that these examples do not include any information on ROI. I've chosen them purely because I find them to be innovative, interesting, or inspiring.
Thanks, you may continue... (or check out these social campaigns from June.)
The BBC’s experimentation with new methods of content distribution has continued apace with the creation of a new subreddit and a separate Reddit video news channel.
Officially unveiled in June, the news channel hosts a range of the BBC’s latest videos while the subreddit acts almost like an RSS feed.
Reddit received 114m unique visitors last month from more than 190 countries, so it’s easy to see why the BBC would want to try and establish a presence on the site.
In truth it’s likely that the BBC already gets a decent amount of traffic from Reddit, though no official figures are publicly available.
Matthew Danzico, head of the BBC’s Innovation Lab, explained that the new subreddit and video channel are part of a wider objective of trying to understand how to distribute content to an increasingly fragmented audience online.