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Toms



Kristen Mulder
NMDL FINAL PROJECT
November 28, 2011
[Company Review]
                  Year TOMS was started by
      2006        Blake Mycoskie

                    Number of countries
              3     TOMS are produced in

                 Number of countries shoes
        23       have been distributed to

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

            The year in which TOMS added
    2011    eyewear to ONE FOR ONE
                                                ONE FOR ONE
                                                For every pair of shoes
                                                purchased one pair is
                                                given to a child in need
[Goals]                                              [Challenges]
•Build awareness of causes                           •Primarily known just as a shoe
                                                     company
•Grow interest in eyewear
•Make a difference in lives of those who need it     •Have relied on word of mouth as
                                                     our main channel of marketing.
•Make an impact globally
                                                     When should we step in more?
•Utilize social media tactics to “Share” our story
                                                     •How to distinguish from
•Have a mobile presence
                                                     competitors and other social
•Increase event involvement                          missions
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.

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.

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




                                          [The Next Step]
Events

                Website




                                            SEO




             BLOG




                          Mobile




[Strategy]
[The Big Picture]
                      Facebook|Twitter|YouTube|Website
                      SEO|Events|Mobile|Blog|GoogleAdwords




Share publish


                              }
                                        All elements of your strategy will help
DISCUSS
 View INTERA     like                   increase these areas of consumer’s
                                        behaviors and needs.
Personalization
       CT
engagementcauses                        The more opportunities for these
                                        elements, the stronger your
  check ENTERTAI                        consumer ‘s loyalty will be.

involved NMENT
  -in
          On the go
[The Big Picture]
                                               Facebook|Twitter|YouTube|Website
                                               SEO|Events|Mobile|Blog|GoogleAdwords




•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
                           [The Big Picture]
[Current App]
                                                                Good start but this app is
                                                                solely used for “ONE DAY
                                                                WITHOUT SHOES” which is
[Mobile Features]                                               only one day out of every
                                                                year. Lets utilize a mobile
•Stream all TOMS social media feeds                             app that can be used each
                                                                day.
•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                Mobile is the future!
•Countdown to events, Reminders
•Link to website, easy purchasing for regular customers
[Metrics]
                    MEASUREMENTS
                    Users, Activity, Mobile uploads, ROI, Tweets, Re-Tweets,
    Mobile App Check-Ins, Views on stories, plays on video etc.
                    Click through #s to site, user activity on site, purchases
       Website      online, pages visited, Google Analytics

          BLOG      How many views, how many “shares”

                    Keyword ratings, common searches. Search ratings, click
            SEO     through rates, pages clicked through on, exposure rates
                    Views, 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#

           Events   Event turnouts, chatter about event online, check ins, shares
[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.

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TOMS, KRISTEN MULDER

  • 1. Toms Kristen Mulder NMDL FINAL PROJECT November 28, 2011
  • 2. [Company Review] Year TOMS was started by 2006 Blake Mycoskie Number of countries 3 TOMS are produced in Number of countries shoes 23 have been distributed to Number of shoes given to 1,000,000 those in need (as of Sept. 2010) The year in which TOMS added 2011 eyewear to ONE FOR ONE ONE FOR ONE For every pair of shoes purchased one pair is given to a child in need
  • 3. [Goals] [Challenges] •Build awareness of causes •Primarily known just as a shoe company •Grow interest in eyewear •Make a difference in lives of those who need it •Have relied on word of mouth as our main channel of marketing. •Make an impact globally When should we step in more? •Utilize social media tactics to “Share” our story •How to distinguish from •Have a mobile presence competitors and other social •Increase event involvement missions
  • 4. 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. 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. Use social media strategies to increase event involvement as well as awareness about TOMS Eyewear. [The Next Step]
  • 5. Events Website SEO BLOG Mobile [Strategy]
  • 6. [The Big Picture] Facebook|Twitter|YouTube|Website SEO|Events|Mobile|Blog|GoogleAdwords Share publish } All elements of your strategy will help DISCUSS View INTERA like increase these areas of consumer’s behaviors and needs. Personalization CT engagementcauses The more opportunities for these elements, the stronger your check ENTERTAI consumer ‘s loyalty will be. involved NMENT -in On the go
  • 7. [The Big Picture] Facebook|Twitter|YouTube|Website SEO|Events|Mobile|Blog|GoogleAdwords •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 [The Big Picture]
  • 8. [Current App] Good start but this app is solely used for “ONE DAY WITHOUT SHOES” which is [Mobile Features] only one day out of every year. Lets utilize a mobile •Stream all TOMS social media feeds app that can be used each day. •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 Mobile is the future! •Countdown to events, Reminders •Link to website, easy purchasing for regular customers
  • 9. [Metrics] MEASUREMENTS Users, Activity, Mobile uploads, ROI, Tweets, Re-Tweets, Mobile App Check-Ins, Views on stories, plays on video etc. Click through #s to site, user activity on site, purchases Website online, pages visited, Google Analytics BLOG How many views, how many “shares” Keyword ratings, common searches. Search ratings, click SEO through rates, pages clicked through on, exposure rates Views, 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# Events Event turnouts, chatter about event online, check ins, shares
  • 10. [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.