TOMS Digital Media Marketing Strategy created by Victoria Merritt
TOMS Shoes and Eyewear: Taking OurSuccess to the Next LevelVictoria Merritt
ObjectivesResource richHeavy emphasis on social media18-24 and 25-29Parents11-17
Tone and Approach Humanitarian Environmental “Everyman” Creative/Inspirational messages One for One
Keywords for SEO and Content slip ons TOMS sunglasses
Social Media Content Currently meet most needs via Facebook, Twitter, FourSquare, Blog, Pinterest, YouTube Blogweekly Facebooktwice weekly with connection to Twitter FourSquare One for One Pinterest New designs
Additional Social Media Content Video• More behind the scenes• One for One• Design team• Deepen connection between current/future customers and organization• Website, YouTube
“Through My Eyes” Campaign User submitted photos Originality, inspiration, creativity Winners select eyewear for themselves and One for One
Mobile Media Format all content for viable mobile use "Where is TOMS?" application available free Android market and the Apple Store
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
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 levelmore effectively target specific users and meet needs
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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