TOMS Shoes and Eyewear Digital Marketing Strategy created by Victoria Merritt for the New Media Driver's License class (ADV 420) at Michigan State University

1. TOMS Shoes and Eyewear: Taking Our
Success to the Next Level
Victoria Merritt

2. Objectives
Resource rich
Heavy emphasis on
social media
18-24 and 25-29
Parents11-17

3. Tone and Approach
 Humanitarian
 Environmental
 “Everyman”
 Creative/Inspirational
messages One for One

4. Keywords for SEO and Content
slip ons
TOMS sunglasses

5. Social Media Content
 Currently meet most needs via
Facebook, Twitter, FourSquare, Blog, Pinterest, YouTube
 Blogweekly
 Facebooktwice weekly with connection to Twitter
 FourSquare One for One
 Pinterest New designs

6. Additional Social Media Content
 Video
• More behind the scenes
• One for One
• Design team
• Deepen connection between current/future customers
and organization
• Website, YouTube

7. “Through My Eyes” Campaign
 User submitted photos
 Originality, inspiration, creativity
 Winners select eyewear for themselves and
One for One

8. Mobile Media
 Format all content for viable mobile use
 "Where is TOMS?" application available free
Android market and the Apple Store

9. Feedback and Comment
Managment
 Comment management and public relations on all of our
social media sites/tools outsourced
 Monitoring of our brand and mentions in press and
outside outsourced
 10:1 comment to response ratio
 All negative feedback addressed provide contact info
for the dissatisfied user: follow up

10. Measurements of Success
 Video views on Vlog, website
 Contest entry
numbers, hits, comments, shares, pins, retweets
 Follower increase rates, shares and fan increase rate on
Facebook
 SEO and keyword search results
 Facebook Insights
 Collect data over a week's time to rank users by
engagement levelmore effectively target specific users
and meet needs

11. Budget
 Utilize current staff and interns
 Outsource only moderately to a PR firm.
 Costs:
Base: $700/wk: $2,800/month: $33,600/yr.
“Where is TOMS?” app: $6,000
Campaigns triggered by popular culture events: $5,400
$45,000
 Allows us to utilize our staff for content updates and maintenance
 PR firm handles customer concerns, complaints, and comments and
provides additional creative content