Toms is a shoe company founded in 2006 that donates a pair of shoes to a child in need for every pair sold. The document proposes several digital marketing strategies to improve Toms' social media presence, increase customer engagement, and boost sales. These include giving the founder a larger voice on social media, creating a mobile app for customers to connect and share photos, offering online coupons, enabling customization on their website, improving search engine optimization, and measuring success through analytics and increased revenue. The strategies would be implemented over time according to a budget and with consideration of brand recognition.

1. Slide 1: TOMS Shoes Digital Marketing Strategy
By Michelle Budaj
A38849897
Slide 2: What is TOMS Shoes?
Toms is a shoe company that was created in 2006 by Blake Mycoskie who realized while
traveling through Argentina that majority of the children did not have shoes to wear, and
disease to their feet was one of the leading causes of death. Not only did Blake want to
get involved but wanted to create awareness of the situations occurring in the world due
to lack of shoes and get others involved. His creative ideas led him to base Toms shoes
off of the “one for one” movement: for every pair of shoes purchase, another pair of
shoes is donated to a child in need. The company has become increasingly popular
because of the movement and image they portray.
Slide 3: Challenges vs. Goals
A lot of the challenges and goals that Toms faces today are intertwined and can be seen
as both a challenge and a goal.
Slide 4: Current Social Media and Improvements
Currently TOMS Shoes uses several forms of social media. The company’s Twitter
campaign is one of their very best and most actively updated. They are constantly
updating pictures, articles and youtube videos from their promotional events and
customer stories. Their Blog is similar information, however written from their interns.
An improvement for the social media platforms would be to give Blake Mycoskie,
Founder of TOMS, more of a voice. For those that know of the company, Blake is a role
model to many. People are interested in what Blake is doing, where he is going and what
he is bringing with him. If TOMS Blog had an entry each week from Blake about
anything of his choice I believe fans would be increasingly pleased.
Slide 5: Where Do You Take Your TOMS?
Now you can take TOMS To-Go! By creating a mobile application, TOMS can interact
with customers while at home or on the go. Fans can create a profile and meet with other
TOMS fans. They can check into locations and share their stories and pictures on their
profiles of where they take their TOMS. To increase company awareness, a customer of
the TOMS application can see company updates and a company profile. By using a GPS
navigation system, your mobile device will locate the closest location where you can buy
a specific pair of toms of your choice, along with connection to the TOMS website to
make purchases directly from your phone. Lastly, get fashion advice, see new styles and
how to wear your TOMS through the mobile application.

2. Slide 6: One for One… Buy One for Less
By introducing online coupons such as Groupon and Living Social, TOMS can make a
ton of more sales. Consumers are always looking for a discount, even if it is $5 off a pair
of shoes.
Slide 7: Style Your Soles from Your Soul
TOMS Shoes comes out with several different patterns and colors of shoes every season,
however customers are constantly changing their own in order to “style their soles.” By
creating a website branch that allowed customers to personalize their TOMS with their
color/pattern of the material and stitching would create an abundance of sales. Price
increases would be reasonable for customized shoes. For each season, new colors or
patterns would be available on the website for customization. Fans can vote on favorite
designs and winning pair will be mass-produced as part of the regular TOMS shoe line.
Slide 8: Step into Search Engine Optimization
Increasing TOMS SEO will promote the brand and eventually increase sales and
awareness. One of the issues is that people don’t necessarily just come across the website
because they are not one of the top ranked sites when you type in keywords revolving
around “shoes”.
Slide 9: Measuring TOMS Success
In measuring the success of our new digital campaign, we will monitor our social media
such as Facebook, Twitter and Blog. We can do this by seeing how many likes we
receive on Facebook, the number of retweets and followers we have on Twitter and our
blogger outreach. We will measure our online coupon sales and mobile application sales.
Also, we will use Google Analytics including clickstream data and hit metrics and lastly,
our sales revenue increases.
Slide 10: TOMS Budget and Timeline
Our Budget will include: SEO, Social Media, Mobile Phone Application, Online
Coupons, Website Modifications and Google Analytics. Some of these new features will
cost more then others as you can see the $ symbols suggest. The timeline to implement
these will be in an order of how the product and brand will be recognized.