The case studies of Best Buy and Zappo used two completely different social media elements to develop their message and reach customers/employers. Zappo was primarily geared toward their employees, and was very effective in creating what appears to be a very desirable workplace. Not much focused on how that translated into customer sales, however the numbers speak for themselves. Who wouldn’t want to do business with a company who treats their employees that well?
Best Buy, on the other hand, did concentrate on customers. Their 24/7 availability to customers via tweeter must be a gold mine for building a huge customer base. Whereas Microsoft and Apple currently have the availability via social networking, it is for their customers only. I can envision more companies expanding this service to non-customer in an effort to gain new customers.
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