Toms

Kristen MulderNMDL FINAL PROJECTNovember 28, 2011

[Company Review]

1,000,000 Number of shoes given to those in need (as of Sept. 2010)

2006 Year TOMS was started by Blake Mycoskie

23 Number of countries shoeshave been distributed to

3 Number of countriesTOMS are produced in

ONE FOR ONEFor every pair of shoes purchased one pair is given to a child in need

2011 The year in which TOMS added eyewear to ONE FOR ONE

[Challenges]

•Build awareness of causes

•Grow interest in eyewear

•Make a difference in lives of those who need it

•Make an impact globally

•Utilize social media tactics to “Share” our story

•Have a mobile presence

•Increase event involvement

•Primarily known just as a shoe company

•Have relied on word of mouth as our main channel of marketing. When should we step in more?

•How to distinguish from competitors and other social missions

[Goals]

Make a larger global impact Goal: To deliver an additional 1,000,000 shoes to those in need by the start of 2014, doubling where you currently stand.

Use social media strategies to increase event involvement as well as awareness about TOMS Eyewear.

Utilize a mobile presence to allow users to share their experiences with TOMS on the go, as well as to stay up to date constantly with our social networks, news, and giving reports.

[The Next Step]

BLOG

Website

SEO

[Strategy]

Mobile

Events

[The Big Picture]

Facebook|Twitter|YouTube|WebsiteSEO|Events|Mobile|Blog|GoogleAdwords

ShareDISCUSS

publishView

On the go

INTERACT

like

check-in

engagement

involvedENTERTAINMENT

causesPersonalization }

All elements of your strategy will help increase these areas of consumer’s behaviors and needs.

The more opportunities for these elements, the stronger your consumer ‘s loyalty will be.

[The Big Picture]

•Promote events, create buzz online

•Increase awareness of Eyewear

•Increase interaction, more videos

•On the go interaction through mobile app

•More events = more involvement = more buzz!

•Integrate all elements in your app

•Location based

•Better feedback/data on users, easier to

target in the futue

Facebook|Twitter|YouTube|WebsiteSEO|Events|Mobile|Blog|GoogleAdwords

[The Big Picture]

[Mobile Features]

[Current App]

•Stream all TOMS social media feeds

•Stream videos from YouTube channel

•RSS feed of blog post

•Share photos of users in their TOMS (Eyewear or shoes)

•Check into event locations, or a store purchasing TOMS

•Chat with other TOMS social activists

•Stay updated with a constant updating map on where shoes are

being delivered, and what number have been given

•Countdown to events, Reminders

•Link to website, easy purchasing for regular customers

Good start but this app is solely used for “ONE DAY WITHOUT SHOES” which is only one day out of every year. Lets utilize a mobile app that can be used each day.

Mobile is the future!

MEASUREMENTSUsers, Activity, Mobile uploads, ROI, Tweets, Re-Tweets, Check-Ins, Views on stories, plays on video etc.Click through #s to site, user activity on site, purchases online, pages visited, Google AnalyticsHow many views, how many “shares”

Keyword ratings, common searches. Search ratings, click through rates, pages clicked through on, exposure ratesViews, share numbers, subscribers to channels

# of: shares, friends, likes, fans, comments, activity, views

Keyword success, click through rates, display rates, ratings

Re-tweets, favorites, follows, views, hashtags#

Event turnouts, chatter about event online, check ins, shares

BLOG

Website

SEO

Mobile App

[Metrics]

Events

[Budget]Currently a very small budget has been used for marketing tactics

Strong reliance on word of mouth/online sharing

By increasing your marketing budget by 150% you will be able to analyze your consumers data and allow more engaging activities.

The additional 50% of the budget will be assigned 25% to the making of your new mobile app, and 25% to events as well as the promotional materials used to support the events.