Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
TOMS Shoes and Eyewear: Taking OurSuccess to the Next LevelVictoria Merritt
ObjectivesResource richHeavy emphasis on social media18-24 and 25-29Parents11-17
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 Blogweekly...
Additional Social Media Content Video• More behind the scenes• One for One• Design team• Deepen connection between curren...
“Through My Eyes” Campaign User submitted photos Originality, inspiration, creativity Winners select eyewear for themse...
Mobile Media Format all content for viable mobile use "Where is TOMS?" application available free  Android market and t...
Feedback and CommentManagment Comment management and public relations on all of our  social media sites/tools outsourced...
Measurements of Success Video views on Vlog, website Contest entry  numbers, hits, comments, shares, pins, retweets Fol...
Budget Utilize current staff and interns Outsource only moderately to a PR firm. Costs:Base: $700/wk: $2,800/month: $33...
Upcoming SlideShare
Loading in …5
×

Merritt TOMS

290 views

Published on

TOMS Shoes and Eyewear Digital Marketing Strategy created by Victoria Merritt for the New Media Driver's License class (ADV 420) at Michigan State University

Published in: Technology, Business
  • Be the first to comment

Merritt TOMS

  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 CommentManagment 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

×