NMDL FINAL, TOMS SHOES

1. Toms
Kristen Mulder
NMDL FINAL PROJECT
November 28, 2011

2. [Company Review]
Year TOMS was started by
2006 Blake Mycoskie
Number of countries
3 TOMS are produced in
Number of countries shoes
23 have been distributed to
Number of shoes given to
1,000,000 those in need (as of Sept. 2010)
The year in which TOMS added
2011 eyewear to ONE FOR ONE
ONE FOR ONE
For every pair of shoes
purchased one pair is
given to a child in need

3. [Goals] [Challenges]
•Build awareness of causes •Primarily known just as a shoe
company
•Grow interest in eyewear
•Make a difference in lives of those who need it •Have relied on word of mouth as
our main channel of marketing.
•Make an impact globally
When should we step in more?
•Utilize social media tactics to “Share” our story
•How to distinguish from
•Have a mobile presence
competitors and other social
•Increase event involvement missions

4. Make a larger global impact Goal: To deliver an additional 1,000,000
shoes to those in need by the start of 2014, doubling where you currently
stand.
Utilize a mobile presence to allow users to share their experiences with
TOMS on the go, as well as to stay up to date constantly with our social
networks, news, and giving reports.
Use social media strategies to increase event involvement as well
as awareness about TOMS Eyewear.
[The Next Step]

5. Events
Website
SEO
BLOG
Mobile
[Strategy]

6. [The Big Picture]
Facebook|Twitter|YouTube|Website
SEO|Events|Mobile|Blog|GoogleAdwords
Share publish
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All elements of your strategy will help
DISCUSS
View INTERA like increase these areas of consumer’s
behaviors and needs.
Personalization
CT
engagementcauses The more opportunities for these
elements, the stronger your
check ENTERTAI consumer ‘s loyalty will be.
involved NMENT
-in
On the go

7. [The Big Picture]
Facebook|Twitter|YouTube|Website
SEO|Events|Mobile|Blog|GoogleAdwords
•Promote events, create buzz online
•Increase awareness of Eyewear
•Increase interaction, more videos
•On the go interaction through mobile app
•More events = more involvement = more buzz!
•Integrate all elements in your app
•Location based
•Better feedback/data on users, easier to
target in the futue
[The Big Picture]

8. [Current App]
Good start but this app is
solely used for “ONE DAY
WITHOUT SHOES” which is
[Mobile Features] only one day out of every
year. Lets utilize a mobile
•Stream all TOMS social media feeds app that can be used each
day.
•Stream videos from YouTube channel
•RSS feed of blog post
•Share photos of users in their TOMS (Eyewear or shoes)
•Check into event locations, or a store purchasing TOMS
•Chat with other TOMS social activists
•Stay updated with a constant updating map on where shoes are
being delivered, and what number have been given Mobile is the future!
•Countdown to events, Reminders
•Link to website, easy purchasing for regular customers

9. [Metrics]
MEASUREMENTS
Users, Activity, Mobile uploads, ROI, Tweets, Re-Tweets,
Mobile App Check-Ins, Views on stories, plays on video etc.
Click through #s to site, user activity on site, purchases
Website online, pages visited, Google Analytics
BLOG How many views, how many “shares”
Keyword ratings, common searches. Search ratings, click
SEO through rates, pages clicked through on, exposure rates
Views, share numbers, subscribers to channels
# of: shares, friends, likes, fans, comments, activity, views
Keyword success, click through rates, display rates, ratings
Re-tweets, favorites, follows, views, hashtags#
Events Event turnouts, chatter about event online, check ins, shares

10. [Budget]
Currently a very small budget has been used for marketing tactics
Strong reliance on word of mouth/online sharing
By increasing your marketing budget by 150% you will be able to analyze your consumers
data and allow more engaging activities.
The additional 50% of the budget will be assigned 25% to the making of your new mobile
app, and 25% to events as well as the promotional materials used to support the events.