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TOMS Shoes Digital Strategy + The "Bid for Better" Campaign
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TOMS Shoes Digital Strategy + The "Bid for Better" Campaign

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TOMS Shoes Digital Strategy Presentation. Michigan State University's New Media Driver's License Class. Fall 2013.

TOMS Shoes Digital Strategy Presentation. Michigan State University's New Media Driver's License Class. Fall 2013.


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  • TOMS Shoes was born in 2006founder Blake Mycoskie travelled to Argentina and met countless children who had never owned their own pair of shoes. created the company and donated a pair to people in need for every pair purchased by consumers. September 2010, TOMS donated their millionth pair of shoes Cemented their standing as a beloved, socially conscious company with international brand name recognition.
  • TOMS primary consumers are young men and women ages 18-26. They are socially conscious enjoy comfortable shoes with stylelove giving back to their communityThey are interested in spending their money on products that do more than just satisfy the consumerThis demographic likes to feel involved have a strong presence online and on social media sites.
  • TOMS already has a strong social media presence. Do well on Facebook, Twitter, Pinterest and YouTubeThey also have a blog with a large following. recommended that TOMS continues their daily postings on all social media pages and update their blog at least once a week. They should keep interacting with their fans by:asking questions responding to comments handling critiques in a timely manner. TOMS should also consider creating a company Tumblr page. This social media platform is filled with users who are key to TOMS’ success. They are young, socially conscious and trendy bloggers who have opinions and love to share the things they love with others. TOMS has a huge opportunity to post fun, brand related content on a Tumblr account and really connect with a vast group of fans.
  • **Read KeywordsThese key words are specific to TOMS Shoes products but also generic enough to lead new consumers to their brand.
  • Both mobile site and apps have a clean layout, are easy to navigate and eye catching to users. suggested that TOMS Shoes keep these standards utilize their tech team to make sure their apps are always up to date wit the latest mobile software to avoid crashes and customer complaints.recommended that TOMS create another app for their blog, to make browsing and reading content easier. Having apps readily accessible on their phones makes customers more likely to read blog content and integrate it into their daily routine.
  • One of a kind shoes designed by prominent painters, graffiti artists, doodlers, graphic designers and other creativesCustomers place secret bids for favorite pair – half of their bid automatically goes to one or more pairs of donated shoesWinning bidder receives the custom shoesAll other customers will be mailed a TOMS gift card and a picture of the child who received their first pair of shoes because of their bidTOMS should create a page on their website dedicated to the auction. There customers can see the custom shoes, place their bids and get updates on the event. The auction should also be heavily promoted on social media sites to make sure all possible bidders have been targeted. There, they should post pictures of the shoes the artists at workinformation about how many bids have already been placed, and more. After the winning bids have been selected, TOMS should:post some of the photos sent to bidders of the children with their new shoes. This will give all bidders a sense of involvement and everyone that “feel good” feeling, both characteristics that TOMS consumers like to identify with.
  • TOMS should continue utilizing their existing staff for: social media updatesblog postingsdevelopment of Internet marketing tactics. For the creation of their blog mobile app, they may need to utilize on outside programming firm. ***Read budget
  • ***Read slide
  • The success of TOMS digital strategy can largely be measured by numbers. For example, the numbers of: ***Read SlideAll of these numbers can be compared from current data to future numbers to see if the campaign was a success.
  • Transcript

    • 1. COMPANY OVERVIEW Founded in 2006 by Blake Mycoskie One for One Campaign – for every pair sold, another pair of shoes is donated to someone in need September 2010 – TOMS donated their millionth pair of shoes
    • 2. TARGET AUDIENCE Young men and women ages 18-28 They are: Socially conscious Enjoy comfortable shoes with style Love giving back to their community
    • 3. SOCIAL MEDIA Continue daily postings on Facebook, Twitter, Pinterest and Youtube Continue weekly blog postings Interact with fans through asking questions, responding to comments and handling critiques in a timely manner Consider company Tumblr page
    • 4. INTERNET MARKETING TOMS Shoes Canvas Shoes Casual Shoes Slip On Shoes Donate Shoes One For One Campaign TOMS Eyewear Sight
    • 5. MOBILE STRATEGY Continue tech updates to existing smart phone apps Create blog-specific app for iPhone and Android operating systems
    • 6. “BID FOR BETTER” CAMPAIGN One of a kind shoes designed by prominent painters, graffiti artists, doodlers, graphic designers and other creatives Customers place secret bids for favorite pair – half of their bid automatically goes to one or more pairs of donated shoes Winning bidder receives the custom shoes All other customers will be mailed a TOMS gift card and a picture of the child who received their first pair of shoes because of their bid
    • 7. BUDGET Development of blog specific mobile app $30,000 Artist reimbursement for “Bid for Better” Campaign $50,000 “Bid for Better” website development, photographers $70,000 And other services TOTAL BUDGET $150,000
    • 8. PREDICTED RESULTS In perspective – social media following of 2 million 25,000 participants, average bid $20 - $500,000 $250,000 (half) to pay for donated shoes, $250,000 left Minus budgeted costs ($120,000) Leaves a profit of $130,000 AND a minimum donation of 12,000 pairs of shoes
    • 9. MEASURING SUCCESS Measured in numbers of: Likes, shares, fans, comments and activities on Facebook Followers, retweets, favorites and hashtags used on Twitter Subscribers and views on YouTube Channel Viewers on TOMS Blog Followers, reblogs and favorites on newly created Tumblr Click through rates, exposure rates and searches on Google Bids in the “Bid for Better” auction and amount of bids How many shoes are donated from the “Bid for Better” auction