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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. - PowerPoint PPT Presentation
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TOMS Shoes
English Saunders - Caitlin Gottstine Ann Sample - Marguerite Gray – Katherine Baker
+ 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-going-barefoot-for-one-day-without-shoes/f4b1d82de55cfb40f5a3f4b1d82de55cfb40f5a3-525562414350?q=toms+shoes+celebrities&FROM=LKVR5>1=LKVR5&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 advertisingSpecific local Twitter accounts: campus reps“Click to Donate” section on FacebookReach out to target markets for special eventsMore videos with themeMore celebrity endorsements“Real time events” live feedCreate own TOMS storeFactory tour: Engage customers in the original thought process of TOMS
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