TOMS Shoes - bamasocialmedia
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Transcript TOMS Shoes - bamasocialmedia
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TOMS Shoes
English Saunders - Caitlin Gottstine
Ann Sample - Marguerite Gray –
Katherine Baker
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Video: Background of TOMS
A History - TOMS.webloc
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Background of TOMS
Blake Mycoskie
Founded in 2006
Success of TOMS
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One for One
Founded one the “One of One” mission
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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>1=LKV
R5&FORM=LKVR11
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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.
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What we learned through social
media monitoring
Positive company perception
Uniqueness
Pathos advertising
Who is writing about it?
A Day Without Shoes
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TOMS @ UA
TOMS named University of
Alabama Campus Club of the
Week in January. UA TOMS
have been sharing the TOMS
movement since August.
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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 $
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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
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