Merritt TOMS
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Transcript of Merritt TOMS
TOMS Shoes and Eyewear: Taking Our Success to the Next LevelVictoria Merritt
Objectives
Resource rich
Heavy emphasis on social media
18-24 and 25-29
Parents11-17
Tone and Approach
Humanitarian
Environmental
“Everyman”
Creative/Inspirational messages One for One
Keywords for SEO and Content
TOMS
TOMS shoes
canvas shoes
casual footwear
One for One
comfortable shoes
slip onsTOMS clothes
TOMS sunglasses
Social Media Content
Currently meet most needs via Facebook, Twitter, FourSquare, Blog, Pinterest, YouTube
Blogweekly
Facebooktwice weekly with connection to Twitter
FourSquare One for One
Pinterest New designs
Additional Social Media Content
Video
• More behind the scenes
• One for One
• Design team
• Deepen connection between current/future customers and organization
• Website, YouTube
“Through My Eyes” Campaign
User submitted photos
Originality, inspiration, creativity
Winners select eyewear for themselves and One for One
Format all content for viable mobile use
"Where is TOMS?" application available free Android market and the Apple Store
Mobile Media
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
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 levelmore effectively target specific users and meet needs
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