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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
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Founded one the “One of One” mission
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Social Media Monitoring
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March 21st- April 4th
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@TOMS, Twitter Advanced Search, Facebook, Google Blog Search
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Used Alexa.com to determine credibility for blogs/online news
sources.
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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&GT1=LKV
R5&FORM=LKVR11
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TOMS Marketing Campaign
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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
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Positive company perception
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Uniqueness
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Pathos advertising
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Who is writing about it?
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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
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Strengths: One for One, credibility/visibility,
reliable/charitable, grown with social media, global brand
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Weaknesses: newer company, availability, limited style, lack
of diversity in advertising, relatively expensive products
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Opportunities: utilization of social media, more diversity in
advertising, other non-profit organizations
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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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