TOMS Shoes and Eyewear: Taking Our Success to the Next LevelVictoria Merritt

Objectives

Resource rich

Heavy emphasis on social media

18-24 and 25-29

Parents11-17

Tone and Approach

Humanitarian

Environmental

“Everyman”

Creative/Inspirational messages One for One

Keywords for SEO and Content

TOMS

TOMS shoes

canvas shoes

casual footwear

One for One

comfortable shoes

slip onsTOMS clothes

TOMS sunglasses

Social Media Content 

Currently meet most needs via Facebook, Twitter, FourSquare, Blog, Pinterest, YouTube

Blogweekly

Facebooktwice weekly with connection to Twitter

FourSquare One for One

Pinterest New designs

Additional Social Media Content

Video

• More behind the scenes

• One for One

• Design team

• Deepen connection between current/future customers and organization

• Website, YouTube

“Through My Eyes” Campaign

User submitted photos

Originality, inspiration, creativity

Winners select eyewear for themselves and One for One

Format all content for viable mobile use

"Where is TOMS?" application available free Android market and the Apple Store

Mobile Media

Feedback and Comment Managment

Comment management and public relations on all of our social media sites/tools outsourced

Monitoring of our brand and mentions in press and outside outsourced

10:1 comment to response ratio

All negative feedback addressed provide contact info for the dissatisfied user: follow up

Measurements of Success

Video views on Vlog, website

Contest entry numbers, hits, comments, shares, pins, retweets

Follower increase rates, shares and fan increase rate on Facebook

SEO and keyword search results

Facebook Insights

Collect data over a week's time to rank users by engagement levelmore effectively target specific users and meet needs

Budget

Utilize current staff and interns

Outsource only moderately to a PR firm.

Costs:

Base: $700/wk: $2,800/month: $33,600/yr.

“Where is TOMS?” app: $6,000

Campaigns triggered by popular culture events: $5,400

$45,000

Allows us to utilize our staff for content updates and maintenance

PR firm handles customer concerns, complaints, and comments and provides additional creative content