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Marketing MeetUp, Alloy Ventures
Feb 11, 2010
Outline
• Intro to Moxsie • Common uses
– Customer Service– Community Interaction– Raise Awareness
• Case Study 1- New Brand Launch• Case Study 2- Product Back in Stock• Further Impact
What is Moxsie
Common Uses• Customer Service
• Community- Who is Moxsie?
• Raise Awareness:
Case Study 1: Litter SF
• Goals: – Brand Awareness for Litter SF and Moxsie– Sell Litter SF
• Challenges:– Litter SF is unknown, we’re unknown– We don’t have many followers
5/26 - 6/1
5/20 - 5/22
5/20
Campaign Format
• Teaser• Launch Announcement• Hype • Sale Announcement• Endorsements
Case Study 1: New Brand Launch
Teaser
Launch
Hype
Follower Perk Announcements
5/20 5/21 5/22 5/26 5/27 5/29 6/1
MOXSIE 562 X 22*
Shopseen618 X 1
Alixrose626 X 1
Knighttcat 613 X 1
Clutch_221411 X 1
Stylehop 704 X 1
BreakfastatSaks373 X 1
ChinaLe123 x 1
Jazzimcg859 X 1
HautePursuit146 X 1
HautTotes 779 X 1
Alixrose 626 X 2
7 X 7 Glamwatch 981 X 2
ChinaLe 123 X 3
BreakfastatSaks 373 X 1
Red: Followers per userTotal Exposure: 22,426
Tweet views across Litter SF Campaign
* To be read as “Moxsie tweeted 22 times, viewed by 562 followers each time”
Case Study 2: Relaunch
• Goals:– Awareness that an item is back in stock– Sell!
• Challenges:– Limited inventory= limited timeframe– Unknown brand awareness level
Case Study 2: Deux Lux Bag
• Back in stock/Call to action:
• Responses and RTs (with url):
Campaign Breakdown and Results
2-Feb 3-FebResults
Moxsie 4x10,000Total impressions: 41,397
AngelofCali 2x377
lauradeponte 1x151
titansandco 1x100
missvondee 1x37
lauradeponte 1x151
twopointohlady 1x36
spandexpony 1x100 CareasaB 2x34
Sold
10 Bags 7 BagsOne week later: 22/30 sold
Further Impact of Twitter• Tracking Challenges:
– Analytics says <1% of traffic from twitter… and twitter gets a .90% conversion rate
• Unpaid traffic and revenue:– Original image redacted. However, consistently over 50%
of our revenue comes from unpaid sources. This is exceptional in an online retail company at our size and age.
• So who wants to get started? What’s holding you back? What are your challenges?