TOMS Digital Media Marketing Strategy created by Victoria Merritt

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TOMS Shoes and Eyewear Digital Marketing Strategy created by Victoria Merritt for the New Media Driver's License class at Michigan State University

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TOMS Digital Media Marketing Strategy created by Victoria Merritt

  1. 1. TOMS Shoes and Eyewear: Taking OurSuccess to the Next LevelVictoria Merritt
  2. 2. ObjectivesResource richHeavy emphasis on social media18-24 and 25-29Parents11-17
  3. 3. Tone and Approach Humanitarian Environmental “Everyman” Creative/Inspirational messages One for One
  4. 4. Keywords for SEO and Content slip ons TOMS sunglasses
  5. 5. Social Media Content Currently meet most needs via Facebook, Twitter, FourSquare, Blog, Pinterest, YouTube Blogweekly Facebooktwice weekly with connection to Twitter FourSquare One for One Pinterest New designs
  6. 6. Additional Social Media Content Video• More behind the scenes• One for One• Design team• Deepen connection between current/future customers and organization• Website, YouTube
  7. 7. “Through My Eyes” Campaign User submitted photos Originality, inspiration, creativity Winners select eyewear for themselves and One for One
  8. 8. Mobile Media Format all content for viable mobile use "Where is TOMS?" application available free Android market and the Apple Store
  9. 9. Feedback and CommentManagement 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
  10. 10. 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 weeks time to rank users by engagement levelmore effectively target specific users and meet needs
  11. 11. 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: $6,000Campaigns 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

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