What TOMS is doing● TOMS have a strong online presence and have had  success in the last two years by becoming iconic● TOM...
TOMS Current Social Media Presence● Twitter updates from @TOMS many times daily  featuring events, new products, sales and...
TOMS Current Social Media Presence● YouTube channel features videos about One-for-One  drop-offs in Africa, and event prom...
Goals● Goal: Increase repeat purchases● Goal: Decrease length of purchase cycle                      Kelsey Maccombs | New...
Strategies● Strategy: Continue to stress One-for-One campaign● Strategy: Increase contests to drive awareness             ...
Tactics: Contest● To build more hype around the existing One-for-One   promotion, they will run a contest exclusively thro...
Tactics: Social Media● TOMS will create and maintain a Google+ profile to  boost online presence● TOMS will encourage inte...
Evaluation● Evaluation techniques include measuring click-thrus on  Google SEO, as well as number of hits for a special  l...
Budget & Timeline● TOMS does not have a marketing budget; the company  relies on word of mouth, viral marketing, and socia...
TOMS
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TOMS

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TOMS

  1. 1. What TOMS is doing● TOMS have a strong online presence and have had success in the last two years by becoming iconic● TOMS flaunts its companys commitment to giving back through the One-for-One program on shoes and eyewear● TOMS must overcome the consumers reaction to be brand loyal, but not a repeat purchaser due to price● TOMS recently expanded to include a line of sunglasses Kelsey Maccombs | New Media Drivers License | Spring 2012
  2. 2. TOMS Current Social Media Presence● Twitter updates from @TOMS many times daily featuring events, new products, sales and news● Facebook Timeline features photos from One-for-One program, also many consumer-submitted photos of themselves wearing TOMS products Kelsey Maccombs | New Media Drivers License | Spring 2012
  3. 3. TOMS Current Social Media Presence● YouTube channel features videos about One-for-One drop-offs in Africa, and event promotion for "A Day Without Shoes"● Google+ page updated four times since Jan 2012 Kelsey Maccombs | New Media Drivers License | Spring 2012
  4. 4. Goals● Goal: Increase repeat purchases● Goal: Decrease length of purchase cycle Kelsey Maccombs | New Media Drivers License | Spring 2012
  5. 5. Strategies● Strategy: Continue to stress One-for-One campaign● Strategy: Increase contests to drive awareness Kelsey Maccombs | New Media Drivers License | Spring 2012
  6. 6. Tactics: Contest● To build more hype around the existing One-for-One promotion, they will run a contest exclusively through social media sites for lucky brand loyalist to come along on a drop-off in Africa● Contestants will upload videos to the TOMS YouTube channel to show why they should be chosen● Contestants will also compete for votes, by placing multiple call-to-action posts on their personal social media accounts, linked to TOMS and their video entry Kelsey Maccombs | New Media Drivers License | Spring 2012
  7. 7. Tactics: Social Media● TOMS will create and maintain a Google+ profile to boost online presence● TOMS will encourage interaction with followers through Twitter, Facebook, and Google+ promotions including sales and contests● TOMS will optimize interaction with consumer by running a promotion to design your own pair of TOMS Kelsey Maccombs | New Media Drivers License | Spring 2012
  8. 8. Evaluation● Evaluation techniques include measuring click-thrus on Google SEO, as well as number of hits for a special landing page linked to the campaign, and increased followers for SM sites● Will evaluate the campaign throughout to interpret where more money should be spent and where it isnt being effective● After a year long run, campaign can be re-evaluated to see where improvements can be made for future contests Kelsey Maccombs | New Media Drivers License | Spring 2012
  9. 9. Budget & Timeline● TOMS does not have a marketing budget; the company relies on word of mouth, viral marketing, and social networks for its marketing efforts● The cost of the contest (to take 5 lucky winners to Africa) would be about $20,000● The timeline for the contest is 4 months, but social media campaign will be year long Kelsey Maccombs | New Media Drivers License | Spring 2012

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