Zappos Aims High With Social Media – Should You?

Wednesday, March 11, 2009 | 2 Comments 

Zappos, a brand I admire along with many others I'm sure, just announced a partnership with Magnify to build a video community around customers (here, TechCrunch can tell that story better than me http://tinyurl.com/cjtr9z).

As the TC story points out, the challenge to attempting engagement at this level is always getting customers to actually commit to do something (recording themselves as they break open a box from Zappos in this case) and then actually follow through.  But, unlike many similar efforts, Zappos also kicks in a $100 gift certificate to winning video each month as an incentive.

But $100 incentives are not what's going to make this contest take off initially (that's more likely to be a celebrity kick-off at SXSW with the likes of Guy Kawasaki, Kevin Rose, and Chris Brogan).  So that leads me to my question – is content co-creation (or whatever you call it) really as populist as we make it out to be?  Do the creative buzz-generating ideas we read about in Ad Age, Brandweek and across the blogosphere gain traction because of the ideas and a deep connection to consumers or is something else also at work such as celebrity or just plain having enough money to get the momentum going?

I'm not questioning Zappos or anyone involved with this initiative. I like it for what it is, but back in the real world, where we're asked every day to develop new ideas that "go viral" or "tap the power of consumers," it's important to understand that success may hinge on more than a creative idea or engaged customers. More often than not, success leads to more success (the payment of dues) and brands on the rise should set expectations accordingly.  They must pay their dues before they can hope to strike it rich online.  That means starting small conversations – perhaps doing something basic through Twitter or getting that blog up and runnning – before swinging for the fences.

I guess what I'm saying is that you have to walk before you can run.  Keep that in mind as you plan, execute and set measurement goals for your next big creative initiative.  Aim high, yes, but you may have to pay some dues before you're ready to walk in Zappos shoes.

- Posted by Scott Bauman

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  1. Steve Rosenbaum

    March 11, 2009

    Scott, this is spot on. The idea of fostering community around user content is something that sites and brand can build step by step. While a contest might work for some, for lots of niches just inviting participation and engagement is enough to spark-plug a community.
    For example, check out:
    http://www.droideo.com
    http://www.natube.magnify.net
    Two sites that use us for free, and have built really great interactive video solutions without spending any money, or offering prizes. The Zappos approach works for them – but there’s plenty of ways in to building community around video.
    http://www.magnify.net/signup/

  2. Scott Bauman

    March 12, 2009

    Steve,
    Thanks for the comment. I’m glad you weighed in about the opportunity to build a presence step-by-step (and for reasonable cost – even free, to start). I think many companies, including some of our clients, would be interested in learning about more ways to dip a toe in without having to invest so much to start. I know we’re always evaluating new solutions, and I’m certainly going to take a closer look at Magnify now.
    Thanks, Scott

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