1. KEEN Footwear
Fan Engagement Strategy

4. Audience
o Loyal KEENers
• 35-50
• Family Focused
• Outdoor Oriented
• Community-minded
o KEEN 2.5
• 18-35
• Urban adventurists
• Community-minded

5. CREATE
PLAY
CARE

6. Competition
320k likes 138k likes 937k likes
108k followers 37k followers 99k followers
724 posts
28k followers
675 posts
44k followers
610 posts
17k followers

7. ENGAGEMENT
• Conversion Rate 2.6%
• Engagement 0.02%
• 17 hour average response time

8. “If you take care of your
existing customers, they will
take care of your new
customers”
-Jason Fried
CEO, Basecamp

9. “Who do I have to sleep with
over there to get a pair of
Arubas?” -Kent, KEEN fan email
“I will pry them off someone’s
cold dead feet if that’s what
it takes to get another pair”
-Jeannette, KEEN fan email

10. “These shoes
changed my f*cking life”
-A KEEN Fan Abroad

11. STRATEGY
Demonstrate that KEEN values its fans by
opening channels of digital communication;
not only giving them a voice, but listening and
acting upon their words.

12. Those we’ve lost 2005-2012
In Memoriam

13. Touchpoint Matrix

14. Social Media
#TBT Showcasing old styles
Gamification
#keenonthesteet fan photo contest

15. • Micro-site dedicated to KEEN Klassics
• Online Voting
• Direct email campaign to existing fans

17. Key Performance Indicators
• Engagement
• Traffic through social media
• Conversion
• Retention

18. CREATE
PLAY
CARE

19. Thank You
Lori Haddan
lori.haddan@gmail.com
@loha72