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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

+ 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&GT1=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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