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
5. 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
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. “Through My Eyes” Campaign
User submitted photos
Originality, inspiration, creativity
Winners select eyewear for themselves and
One for One
8. Mobile Media
Format all content for viable mobile use
"Where is TOMS?" application available free
Android market and the Apple Store
9. Feedback and Comment
Managment
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. 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 week's time to rank users by
engagement levelmore effectively target specific users
and meet needs
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: $6,000
Campaigns 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
