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?