Transcript TOMS Shoes - bamasocialmedia

+
TOMS Shoes
English Saunders - Caitlin Gottstine
Ann Sample - Marguerite Gray –
Katherine Baker
+
Video: Background of TOMS
A History - TOMS.webloc
+
Background of TOMS
 Blake Mycoskie
 Founded in 2006
 Success of TOMS
+
One for One

Founded one the “One of One” mission
+
Social Media Monitoring

March 21st- April 4th

@TOMS, Twitter Advanced Search, Facebook, Google Blog Search

Used Alexa.com to determine credibility for blogs/online news
sources.





Everyday person vs. celebrity
Source the article
Subscriptions/fans
Facebook likes/ blog replies
http://www.bing.com/videos/watch/video/jonas-brothers-are-goingbarefoot-for-one-day-withoutshoes/f4b1d82de55cfb40f5a3f4b1d82de55cfb40f5a3525562414350?q=toms+shoes+celebrities&FROM=LKVR5&GT1=LKV
R5&FORM=LKVR11
+
TOMS Marketing Campaign

Instead of adapting to Twitter as a marketing tool, TOMS’s
success grew with Twitter as both Twitter and TOMS were
both founded in 2006.
+
What we learned through social
media monitoring

Positive company perception

Uniqueness

Pathos advertising

Who is writing about it?

A Day Without Shoes
+
TOMS @ UA
TOMS named University of
Alabama Campus Club of the
Week in January. UA TOMS
have been sharing the TOMS
movement since August.
+
SWOT Analysis

Strengths: One for One, credibility/visibility,
reliable/charitable, grown with social media, global brand

Weaknesses: newer company, availability, limited style, lack
of diversity in advertising, relatively expensive products

Opportunities: utilization of social media, more diversity in
advertising, other non-profit organizations

Threats: non-profit organization/shoe companies, demand
increase, quality decline, potential lost of interest, social
media $
+
Recommended actions
 Different Tweets: For example - where the shoes can be bought,
new stores that carry the product
 Traditional advertising
Specific local Twitter accounts: campus reps
“Click to Donate” section on Facebook
Reach out to target markets for special events
More videos with theme
More celebrity endorsements
“Real time events” live feed
Create own TOMS store
Factory tour: Engage customers in the original thought process
of TOMS
+