TOMS:

Social Media Marketing Plan

Written by Elizabeth Baldwin







I. Executive Summary
In a world where materialism is at an all time high and giving is not always on the
forefront of peoples minds, TOMS is able to bridge that gap by giving consumers a
way to give back through their purchases. By selling unique shoes, eyewear, coffee,
and bags, TOMS has provided resources for millions of individuals across the globe
thanks to their One for One business model. In this model, each time a person
purchases something from the company, a resource is given to a person in need
around the world. TOMS provides shoes, clean water, safer birth, and visual medical
assistance.

Because TOMS has impacted the world in such a positive way, a campaign is being
created to further the movement. TOMS already reaches several million individuals
on their major social media sites, so this campaign has been created to reach out to
those individuals. The main goal is to create a way for the One for One movement
to become the leading business model in the shoe industry. To do this successfully,
several strategies have been created. First, TOMS must raise awareness for
products other than just shoes. Unbeknownst to many, TOMS is also a retailer for
coffee, eyewear, and bags. These products give back in their own way, and if people
are interested in buying them, then they are more likely to form customer loyalty
and purchase something else from TOMS. Secondly, TOMS must increase the
awareness of the One for One concept. One for One is more than a business plan, it
is a movement. Since it is so unique, it must be explained in clear detail so that
potential customers understand what the brand is accomplishing.

Based on these goals and strategies, a campaign has been created for TOMS target
audience, those between 18-35. After creating detailed personas and experience
maps for each one, certain social media platforms were determined. These include
major sites such as Facebook, Instagram, and Snapchat. The campaign is scheduled
to run for the first three months of 2016. It features tactics such as specific ads,
hashtags, and Q&A sessions. These tactics are all a part of TOMS social media
budget and will be analyzed and adjusted throughout the duration of the three
months that the plan is running. After each tactic is complete, it will be analyzed
and determined successful or not. The final ROI is 34.77%.

Because of their mission, TOMS is more than a shoe company. TOMS is a lifestyle. If
this social media plan is successfully run, TOMS will earn thousands of loyal
customers who understand their mission. More importantly, TOMS will be able to
provide thousands of resources for those in need around the world in addition to
those already provided.





II. Foundation
a. Overview
Arguably the largest for-profit social enterprise in the world, TOMS is a company
dedicated to providing shoes, water, and healthcare to those in need around the
globe. With each TOMS purchase, the company guarantees to provide a free
pair of shoes for someone else. This model famously became known as One for
One. All of the products offered are made from sustainable and vegan
materials in fair work environments. As a result of the companys giving,
benefits have been supplied to over 70 countries.

b. History
TOMS began in 2006 when founder Blake Mycoskie was traveling abroad in a
poor area of Argentina. He quickly realized that many of the children in
Argentina were without shoes, which prevented them from being able to walk to
school and led to illness. Mycoskie wanted to be proactive, so he created an
idea called Shoes for Tomorrow, which was eventually shortened to TOMS.
His business model required that for every pair of shoes sold, TOMS donates
another pair to a child in need. The company quickly took off. In the last ten
years, TOMS has grown from more than just shoes. The company now provides
glasses and vision medical treatment to those in need for every pair of glasses
they sell, clean water with each purchase of coffee, and maternal healthcare for
each TOMS bag sold.

c. Summary Statistics
70+ countries
Give in

Given over 35 million pairs of shoes

Restored sight to 275,000 people

Give sight in 13 countries

Provided 67,000 weeks of safe water in 6 countries

d. Overview of TOMS Social Media Status
Currently, TOMS is incredibly established on all major social media sites
including:
Pinterest: 70.8k followers.
Instagram: 707k followers
Twitter: 2.18M followers
YouTube: 51.3k subscribers
Facebook: 3.4M followers
 Snapchat: Unsure, used to give behind the scenes looks and additional
information
One Day without shoes: Hashtag has over 300,000 posts on Instagram

All of TOMS social media is visually consistent. The images all appeal to a
hipster vibe, featuring images of American millennial in many of their posts.
Other posts feature images of children on the receiving end of the shoes. On
Pinterest, TOMS pins much more than just their products. Of their 44 boards,
more than half of them are dedicated to ideas other than TOMS products. Each
board contributes to the companys identity and movement, featuring modern
images full of adventure and inspiration. There are boards featuring recipes,
home DIY projects, and inspirational quotes. Although these boards dont
feature pins explicitly about the products, they do give the audience a better
idea of the brand identity.

On Twitter, Facebook, and Instagram, many followers are actively engaged with
TOMS posts. Each post consistently receives hundreds or thousands of
comments, as well as thousands of likes and shares. TOMS social media
promotes TOMS as a lifestyle rather than a product.


III. Goals and Strategies
a. Goals:
Create a way for the One for One movement to be the leading business model in
the shoe industry

b. Strategies:
Raise awareness of TOMS products other than shoes
Increase awareness of the One for One movement

IV. Audience
TOMS audience is one that is expansive and diverse, both in age, lifestyle, and
location. Their shoes are unique, but they are not overly modern, so they can be
worn by people of older generations. The shoes are gender neutral and come in a
wide variety of colors and patterns, so they can be worn for countless occasions.
Since the price of all products is over $50, the company is targeting those who are
middle class and asking them to use their purchases to help the world for good. On
social media, TOMS is targeting an audience that ranges from around 18-30 based
on their modern appeals.

a. Influencers
Anne Hathaway-Hathaway has been spotted in TOMS on more than one
occasion. Currently, she has over 1.6 million followers on Instagram. Although
she does not use Twitter or Facebook, her fans actively check in on her photos
 on Instagram.

Angelina Jolie and Kids-Although Jolie does not use social media, her millions of
fans frequently check in on her via fan accounts and magazines. Jolie and her
children have been seen wearing TOMS. It is no secret that Jolie and her
husband Brad Pitt are well known for their humanitarian efforts. If the couple
became outspoken about their commitment to TOMS one for one business
model, their ethos would heavily influence the audience that they reach. TOMS
would seem like a worthy company because it is supported by the Jolie/Pitt
family.

Jessica Alba- Alba currently has 8.83 million followers on Twitter. She very
frequently gets hundreds, if not thousands, of retweets on her posts. If she were
to actively post on Twitter about TOMS, she is guaranteed to get a lot of
audience attention.

b. Personas
Carter McClain, 28

I want to give back to people around the world, but I dont have time to take off
work to travel anymore.
Occupation: Assistant Producer at local Top 40 radio station
Status: Engaged
Location: Columbus, Ohio
Education: Mass Communication Degree from Ohio State University
Goals: Dreams of moving up from assistant producer to executive producer.
Earn a promotion within the next six months because he is getting married in 10
months and wants to provide for his wife. Find ways to give back to the
community without giving up his time at work.
Frustrations: He has been working at his job for 2 years with no promotions.
Wedding planning is taking over a lot of his free time. He is working a lot of
overtime in order to impress his boss, although she does not seem to be
noticing.
Bio: Carter is a college graduate who aspires to become an executive producer at
his local radio station. He is very extroverted and loves music and writing. He is
engaged to a woman he met his junior year of college, Abby. They are getting
married in less than a year. Abby is a travel blogger and photographer, so Carter
spends a lot of time as the subject for her photos. He takes pride in the way that
he dresses and likes to stay up to date on the recent fashion trends. Although he
spends most of his days in the studio, he has a deep passion for social justice.
Before he started working full time, he and Abby traveled to India to work with
human trafficking victims. Carter just recently found out about TOMS and
became excited about the companys global mission.


Julie Matthews, 32

Spending time with my son is really important to me, but being able to provide
for him is even more important.
Occupation: Owner of local vegan caf
Status: Single mother
Location: Destrehan, Louisiana
Education: Associates Degree in Business from local community college
Goals: Open a second caf in the city of New Orleans. Maintain a healthy
relationship with her son.
Frustrations: Her caf is not as successful as she wants it to be. Her ex-husband
moved and can no longer take care of their son while she is working.
Bio: Julie has been a single mother for several years now. Right after college, she
opened a local vegan caf in a suburb of New Orleans. Her and her then
husband worked countless hours to ensure the success of the caf. Soon after
hurricane Katrina struck, their caf was demolished and they had to start again
from scratch. Julie is very quiet and enjoys sticking to a routine. Every morning,
she wakes up to drop her son, Michael, at the babysitters. She then drives to
work, where she stays until nearly 8 oclock most nights. Julie doesnt like how
many hours she works, but she knows that she has to provide for Michael, and
with Christmas approaching, she wants to be able to give him gifts that he will
love. Although winters in the south are fairly mild, Julie wants to find a pair of
cute closed-toed shoes that she can wear to work in the caf.

Anyllah King, 18

Im a first generation college student and Im ready to see what kind of
opportunities I find.
Occupation: Student at UCLA
Status: Single
Location: Living in LA for college, originally from Madison, Wisconsin
Education: First year pre-law student
Goals: Keep her GPA high enough to maintain her full scholarship. Earn enough
money to be able to fly home and surprise her family before Christmas.
Frustrations: College is really difficult and she is starting to get homesick. She
wants to rush a sorority but her mom keeps telling her that she wont have
enough time with her studies.
Bio: Anyllah is finishing up her first year of college at UCLA. She has had a very
successful semester academically, although she has struggled socially. Anyllah
doesnt want to go out and party, but all of the friends she has made so far are
very into drinking. She went to church at home and is considering looking for a
church on campus to try and make new friends. She spends most of her time
studying at the library, but she did join the debate team. Recently, Anyllah went
to the student healthy clinic and found out she needs glasses, which she is
embarrassed about. She was told that TOMS optical has a store only a few miles
away from campus and that their glasses are stylish.



c. Experience Maps


Carter Plan Evaluate Buy Post-
Purchase
McClain
Action Looks on Visits Macys Visit Really likes
TOMS website to try on TOMS.com the shoes
shoes for size
Connects him Selects shoes Suggested to
to Pinterest, The store and has them his fianc
which he is doesnt have sent to his
unfamiliar the style he home Told others
with wants about TOMS
mission
Thought Are these These are Should I buy Maybe Ill try
Process actually giving comfortable. another pair TOMS
back to to get free glasses?
others? Not a lot of shipping?
support, I wish I could
Are these probably Should I buy see proof of
fashionable? couldnt wear something donation to
for a whole other than others with
work day shoes? my
purchase.
Emotions Worried they Nervous to try I feel good, I Thinks of his
arent his a new kind of just helped a good deed
style shoe person in whenever he
need! wears his
Excited to try Overwhelmed shoes.
something by number of I feel like I
new designs slightly Hopes he
overpaid, but can get
it should be another pair
worth it.
Experience Good, TOMS Overall good Good, the Good, thinks
social media experience, website ran TOMS social
was useful except Macys smoothly. media is
did not have TOMS social relevant
the color he media
wanted encouraged
his purchase


 Julie Plan Evaluate Buy Post-Purchase
Matthews
Action One of her Debates Visit Wears shoes
customers whether to TOMS.com everyday to
recommends buy slip-ons work
TOMS or lace-ups Selects shoes
for a slightly and has Notices they
Searches higher price them sent to are starting to
TOMS via images her home get worn out
website and on Instagram
Instagram
Thought Loves that Im already I cant These shoes
Process they are paying a lot believe I just wear out kind
made from of money, I spent this of quickly,
vegan guess I may money! maybe I
materials as well throw should get
in a few Will this another pair
Finds photos more dollars contribute to to wear every
very to get the the vibe of few days?
adventurous lace-ups my caf?
and visually
appealing
Emotions Slightly Feels uneasy Excited that Loves telling
uneasy about about she helped a customers
spending spending the person in about her
$50+ extra money need shoes

Excited to Likes the Excited to
have vegan shoes tell
shoes that enough to customers
are stylish try them about vegan
shoes
Experience Good, feels Mostly good. Good, Great, loves
her lifestyle Wishes website was Instagramming
matches that Instagram encouraging her shoes in
which is in featured the caf
the Instagram more images
photos



 Anyllah Plan Evaluate Buy Post-
Purchase
King
Action Drives to Optician Uses Posted
TOMS optical shows insurance to about them
in Los Angeles pictures on help pay for on her social
TOMS her first pair media sites,
Tries on Pinterest page of glasses TOMS
glasses for the of girls directly from responded
first time wearing their the store to her tweet
eyewear
Thought Do I look I dont think Why do I TOMS
Process stupid? Im as hipster have to wait responded
as those girls, two weeks to to my tweet
Even though I but they pull pick these and said
hate glasses, I them off up? they like my
dont think really well glasses!
these are too Should I
bad Can I pull warn people At least Im
those off? I had to get helping
glasses? someone
else who
needs to see
Emotions Feels unhappy Unsure these Feels like a Feels good
because she glasses match nerd for that she
needs to wear her style buying helped
glasses glasses someone in
Hopes she can need
Feels slightly look as cool as Hopes that
relieved that the girls in the hers look Happy TOMS
she can have pictures hipster responded
stylish glasses to her tweet
Experience Good, the Not bad, the Good, the Good,
optician was pictures of the insurance appreciates
nice and girls wearing helped her TOMS
glasses were glasses helped pay response
stylish







V. Choosing Platforms
a. Facebook
Currently, TOMS has the more followers on Facebook than they have on any
other social media site. The company has 3.4 million followers. As of December
2015, Facebook has 1.55 billion monthly active users, which means that the
company can continue to extend their reach.1 Facebook is useful because it can
be used to link to other social media sites via text posts and images.
b. Instagram
Because TOMS is trying to target a certain type of person, visual advertising is
essential. With over 707,000 followers, TOMS is reaching a lot of people, but
also has a lot of room to grow. Instagram has a benefit over Twitter because the
captions have an unlimited number of characters, rather than Twitters 140-
character limit.
c. Snapchat
TOMS very recently created a Snapchat account and is beginning to figure out
the benefits of it. So far, TOMS has provided special behind the scenes looks at
TOMS HQ in Los Angeles, information about internships, and looks at people
experiencing giving via virtual reality. Unfortunately, there is no way to obtain
the number of followers TOMS has on Snapchat, but it can be assumed that
there is a lot of room to grow and improve their tactics.

VI. Objectives and Tactics
Strategy: Raise awareness of TOMS products other than shoes
Objective: Increase sales of eyewear, coffee and bags by 25%
Tactic:
1. Create TOMS ads specific to these products and place them on Facebook and
Twitter.
Create ads that feature a TOMS product other than shoes. For example, an
advertisement about the newest eyewear that TOMS is selling or a photo of someone
enjoying a cup of coffee from TOMS Roasting Co. On each social media site, use the
advertising planner to set the ads to reach TOMS target audience. The target
audience for these advertisements should be a person who is interested in fashion,
vision, coffee, or giving back. Since these products are less age specific, the ads
should target those between 18-65.
2. Create a hashtag that promotes the One for One model for these specific
products, then post it frequently to Facebook, Twitter, and Instagram.
Create a movement and a hashtag similar to the #OneDayWithoutShoes. For
example, a campaign promoting TOMS eyewear and giving back could be
#GiveThemVision. Rather than encouraging everyone to go a day without shoes,
TOMS could encourage all contact wearers to wear their glasses on the specific day
of the campaign. Then, they would take a photo of themselves and post it to social
media using the hashtag. This would not only raise awareness of the One for One
model, but it would raise awareness of TOMS eyewear and dedication to improving
vision around the world.


Strategy: Increase awareness of the One for One movement
Objective: Give away an additional $500,000 worth of products globally by the end
of the campaign
Tactic:
1. Hold an intensive question and answer session with potential customers
through Snapchat and Twitter conversations
Since the One for One model is so unique, people often do not understand how it
works. By announcing that Q&A sessions will be held, potential customers will have
the opportunity to get their questions answered. When answering questions, ensure
that a period is placed before the username on each answer that TOMS replies. This
way, everyone who follows TOMS on Twitter will see the answer instead of just the
person who asked the question. Similarly on Snapchat, encourage people to send in
questions via snaps. Instead of answering these questions with a direct snap back,
post both the question and the answer to TOMS Snapchat story so that more people
can see the response.
2. Increase posts with the hashtag #OneForOne and use photos from giving trips
so the audience can visualize the people they are giving to
Rather than just posting photos of models wearing TOMS merchandise, post more
photos of the children around the globe who are benefiting from TOMS. Each time a
post is made, include the hashtag #OneForOne so that people know that the children
are benefitting from the company. Encourage customers to use the hashtag when
they post about their TOMS product on their own social media sites.
3. Hold a photo contest for TOMS customers to win the opportunity to go on a
giving trip to a foreign country
After spending time with the previous posts that will increase awareness, create a
final push by giving customers an opportunity to participate in a giving trip.
Announce the opportunity on all major social media sites and explain the rules to the
audience. To enter, a person must post a photo on Facebook or Instagram
explaining why they believe in TOMS mission and why they want to go on a giving
trip. This is beneficial because when a person posts about this, the message will also
reach all of their audiences on social media. Each post must include the hashtag
#GiveWithTOMS. After one month of this section of the contest, TOMS will choose
100 applicants at random. Then, each of the 100 people chosen will get their photo
and message posted by TOMS on Facebook. Then, the photos must be shared and
liked. At the end of the contest, the top 50 photos with the most likes will be able to
participate on a giving trip. Photos will be taken before, during, and after these
people go on the trip, still using the hashtag #GiveWithTOMS.


VII. Schedule and Oversight
Create TOMS ads specific to these products and place them on Facebook and Twitter
January 1-March 31: Release ads daily, repeating advertisements when necessary.
 All advertisements will be posted at times that are conducive to customer
engagement.

Create a hashtag that promotes the One for One model for these specific products,
then post it frequently to Facebook, Twitter, and Instagram.
January 1-March 31: Post every other day using the hashtag, altering between social
media sites.

Hold an intensive question and answer session with potential customers through
Snapchat and Twitter conversations
January 15: Announce the Q&A session
January 16-20: Post daily reminding audience about the upcoming session
January 21: Post in the early afternoon about the Q&A session. Hold Q&A session in
the evening.

Increase posts with the hashtag #OneForOne and use photos from giving trips so the
audience can visualize the people they are giving to
February 1-28: Post daily with the #OneForOne hashtag. Spend the month of
February posting frequently about One for One. This will plant the seed to the
audience when the giving trip contest is announced in March.

Hold a photo contest for TOMS customers to win the opportunity to go on a giving
trip to a foreign country
March 1: Announce contest for giving trip on all social media sites. Link to Facebook
and Instagram pages since the contest will only be held on those two sites.
March 2-21: Post daily on all social media sites encouraging the audience to use the
hashtag to enter into the drawing.
March 16-21: Post a 5 day countdown to the end of the drawing on Facebook and
Twitter and Instagram
March 22: Announce the 100 winners. Post their photos to Facebook and include
the rules explaining what they must do to win.
March 22-30: Post daily to remind people to share and like their favorite photos in
the contest.
March 31: Announce the winner on Facebook, Twitter, and Instagram.

VIII. Analytics
a. Tactic: TOMS Ads for non-shoe products
Use Facebook analytics to monitor how many views and clicks each ads receives.
These analytics will allow TOMS to see which ads were most successful. Then,
measure the increase of sales TOMS had for each non-shoe product to
determine success. The objective is to receive at least 1 million views on each ad
and at least 30,000 clicks.
b. Tactic: #GiveThemVision
Use Instagram, Facebook, and Twitter analytics to track the hashtag. The KPI is
 how many posts are received, and the goal is to receive at least 45,000 posts
with the hashtag. This will be considered effective after sales are checked to see
if optical sales increase.
c. Tactic: Q&A
Measure effectiveness on how many questions are asked and how many views
each answer from TOMS gets. This tactic can also be measured by noting which
questions get asked most frequently. By noting which questions get asked the
most, TOMS can determine where their audience feels the most confusion.
d. Tactic: One for One Hashtag
This hashtag will be tracked on all major social media sites. It will also be
evaluated based on how many likes and shares each TOMS post receives. This
hashtag will be considered successful if the hashtag is used for at least 20% of all
TOMS purchases.
e. Tactic: Giving Trip
Use Facebook and Instagram analytics to track the hashtag and determine how
many people enter the contest. The goal is for at least 15,000 people to enter
the contest. Then, the contest will be analyzed based on how many likes and
shares the final 100 contests receive on their posts.

IX. Evaluation
Throughout TOMS social media marketing campaign, it is important that the
campaign team is aware of the success and failures of each tactic. A/B testing
should be a consistent part of this campaign. If a specific tactic is not going well, it is
crucial that the team reevaluates and assesses the tactics.

X. ROI and Budget
This budget will include the campaign team labor for the duration of the campaign,
the ads, the analytics, and each tactic. Campaign labor is determined based on a 10-
member team making $20 an hour for the duration of the three-month campaign.
The most expensive part of the budget will be the Giving Trip campaign. TOMS will
have to pay for the social media as well as each person who wins the contests
expenses for the trip. Assuming the giving trip costs $1,400 per person who wins.


Campaign Team Labor (10 $48,000
Member Team, $20/h)
Advertisements $75,000
Analytics $20,000
Q&A labor $1,600
All Giving Trip Expenses $70,000
Paid Media (all sites and $8,000
influencers)
Total: $222,600
 Initial Investment: $222,600
Return Amount: $300,000

ROI: 34.77%

XI. Summary
This campaign has been designed to promote TOMS One for One business model.
Rather than promoting it as a business model, though, the goal is to present One for
One as a movement and lifestyle in a way that formulates brand loyalty from those
who shop at TOMS. Through tactics specifically created for this goal, including social
media advertisements, hashtags, and contests, this campaign will promote TOMS
products to people across the globe. While this campaign is essential to the
furthered success of the brand, it has not been created for publicity of the brand,
but to ensure that giving will increase in 2016.

Resources:
1. http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-
worldwide/
2. http://www.toms.com/static/www/pdf/TOMS_Giving_Report_2013.pdf
3. http://www.socialtoaster.com/blog-entry/social-media-breakdown-toms-social-media-
marketing
4. http://fashion.telegraph.co.uk/galleries/TMG8670811/1/Celebrities-who-love-Toms-
shoes-in-pictures.html