{"id":1409,"date":"2008-09-05T07:31:11","date_gmt":"2008-09-05T06:31:11","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=1409"},"modified":"2021-01-04T14:17:47","modified_gmt":"2021-01-04T13:17:47","slug":"zappos-employees-as-brand-champions","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/zappos-employees-as-brand-champions\/","title":{"rendered":"Zappos Employees as Brand Champions"},"content":{"rendered":"<p><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/09\/zappos-culture-book-2008.jpg\"><strong><img decoding=\"async\" class=\"alignleft size-medium wp-image-1410 lazyload\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/09\/zappos-culture-book-2008.jpg\" alt=\"\" width=\"240\" height=\"160\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/09\/zappos-culture-book-2008.jpg 240w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/09\/zappos-culture-book-2008-150x100.jpg 150w\" data-sizes=\"(max-width: 240px) 100vw, 240px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/160;\" \/><\/strong><\/a><a href=\"http:\/\/www.zappos.com\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Zappos.com<\/strong><\/a> is an online shopping site that sells clothes, shoes, gift items and more.\u00a0 It&#8217;s a site and company that has quickly gained a reputation for being a great place to shop online.\u00a0 According to an article in <em>Advertising Age<\/em> this week, Zappos.com executives attribute the vast majority of that success to word-of-mouth marketing and <strong>leveraging employees as brand champions<\/strong><strong>.<\/strong>\u00a0<\/p>\n<p>The company even publishes a 300-page<em> Zappos Culture Book<\/em> each year that is jam-packed with stories from employees about how much they enjoy working at Zappos and what the Zappos culture means to them.\u00a0\u00a0 And these aren&#8217;t just the canned responses you usually read in annual reports.\u00a0 These stories are heartfelt.<!--more--><\/p>\n<p>I&#8217;ve written about the importance of getting <a href=\"https:\/\/www.corporate-eye.com\/main\/evaluate-your-brand-with-the-corporate-branding-success-quiz\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>employee buy-in on your brand message and promise<\/strong><\/a>\u00a0 on Corporate Eye before as well as allowing them to be positive <a href=\"https:\/\/www.corporate-eye.com\/main\/4-faces-of-branding\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>faces of your brand<\/strong><\/a>, but Zappos has truly taken the theory to the next level and demonstrated that it <em>really<\/em> works (although they call it &#8220;people planning&#8221; as opposed to &#8220;branding from within&#8221; as I do)!<\/p>\n<p>During a time when more and more corporations are jumping on the social media bandwagon and starting employee blogs, Zappos.com has 13 blogs, including the <strong>Inside Zappos blog<\/strong>\u00a0and the <strong>Zappos CEO and COO blog<\/strong>.\u00a0 Zappos.com also uses online video showcased in the <strong>ZappoTV blog<\/strong>.\u00a0 Each of these social media outlets helps to spread the word, but its the employees&#8217; belief in the Zappos brand that makes the big difference between the Zappos blog and the Wal-Mart employees blog, <a href=\"https:\/\/web.archive.org\/web\/20110226120033\/http:\/\/www.checkoutblog.com:80\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>CheckOut<\/strong><\/a>,\u00a0for example.<\/p>\n<p>If employee brand champions can work for Zappos.com, why can&#8217;t it work for your organization?\u00a0 Take a cue from Zappos and start building your brand from within.\u00a0 Create the ultimate brand guardians and brand champions from your employees, use the marketing tools and social media tools available to you to help spread the word to online and brand influencers, then back up your brand messages and your brand promise by truly delivering on them.<\/p>\n<p>What do you think?\u00a0 Can you do it?<\/p>\n<p><em>Image: <\/em><a href=\"http:\/\/flickr.com\/photos\/dcl\/2808690713\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zappos.com is an online shopping site that sells clothes, shoes, gift items and more.\u00a0 It&#8217;s a site and company that has quickly gained a reputation for being a great place to shop online.\u00a0 According to an article in Advertising Age this week, Zappos.com executives attribute the vast majority of that success to word-of-mouth marketing and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[212,104,105,590,110,589,593,135,591,553,592],"class_list":{"0":"post-1409","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-loyalty","8":"tag-brand-message","9":"tag-brand-promise","10":"tag-checkout-blog","11":"tag-corporate-branding","12":"tag-employee-blogs","13":"tag-employee-motivation","14":"tag-social-media-marketing","15":"tag-walmart-blog","16":"tag-zappos","17":"tag-zappos-blog","18":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO 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