Welcome Back, TOM’s

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A few weeks ago I wrote a post about TOM’s #withoutshoes campaign. This massive display of bare feet from thousands of individuals helped send more than 250,000 pairs of shoes to children who can’t afford them around the world. Because TOM’s is a for-profit company, you might be wondering why they would launch a campaign where non-paying customers can simply use a hashtag and in turn have the company pay for yet another pair of shoes. Of course, the executives at TOM’s want to do good in the world, but “doing good” doesn’t necessarily make a business succeed. This campaign was more than just “doing good” though. There are many business goals that can be achieved through a campaign such as this. Because there is not a published Social Media Strategic Plan for this campaign, I am simply making assumptions here, but if I were Blake Mycoskie (TOM’s founder) and his marketing team, my top goal for this campaign would have been to increase customer interaction with the brand. Many studies have shown that when customers are involved with a business in more ways than just purchasing, they are more likely to have repeated purchases and in turn become long term customers. A study done in 2011 by Averi Ahsmann describes the problem that TOM’s was having with brand awareness and purchasing influence. Her research included a survey sent out to 95 18-24 year olds, a focus group consisting of college students who both were and were not customers at the time, and an observational study of an Urban Outfitters in Syracuse, NY that sold TOM’s shoes. The studies showed that although many people are aware of the brand, only about half of the participants actually made a purchase from the company or interacted with them in any kind of way. This also creates an opportunity for the company to create new promotional strategies to reach the other half of their target market. From here, more research is needed to find out how many people are interacting with the company already, whether that be through purchasing, social media or traditional media. From that information, TOM’s would have reevaluated their target audience- did their current communication strategies align with their current customers? They also learned what drives their audience to interact with the customers, which based on Ahsmann’s research, is the more charitable aspects of their company rather than the product itself. This information about their market also helped narrow down which platforms will best support their efforts because traditional media engages a different segment than social media, and even within social media, Instagram attracts a different group than Facebook. They then also conducted secondary research about what their competitors are doing to drive customer interaction. Eventually, TOM’s realized that they needed to move their efforts to the Internet and the social media sphere. After running the #withoutshoes campaign, follow up research showed an increase in interaction online, which if measured now, would also show an increase in sales because of the relationships the customers now feel that they have with the brand. Overall, even without published research about this campaign, I can see its success. Through sheer word of mouth, I have seen so many more of my peers reposition TOM’s in their minds. Now thought less as a footwear company, and more as a way to save the world, something I think every Millennial wants to do but doesn’t know how to, TOM’s is back in the forefront of people’s minds, which is exactly what the company needs to remain successful.

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Tweet Tweet

For those of you that have been living under a rock and don’t know what Twitter is, I am very sorry for you and I’m sorry that your day doesn’t get to be brightened by the greatness that is @CuteEmergency. If you are living rock-free though, and just need a refresher, Twitter is a social networking site that lets users share their every waking thought with their followers in 140 characters or less. Unlike other social sites, Twitter etiquette allows for multiple posts per day including text, photos, outside Internet links, and the like. Recently we have seen a rise in the use of Twitter as a medium to find out breaking news in real time. Through the use of #hashtags to cumulate information, this social network allows for research and analytics to be easily collected. Until recently, this information would have to be collected from an outside site such as Hootsuite. In July of 2014, Twitter released their Analytic Dashboard which now features data from organic followers. Before this the only tweets that data was collected for were paid-for advertisements. With the new updates, companies as well as regular users can see how their tweets are performing. They also recently released the mobile version of the dashboard for those of us who are glued to our iPhones (sorry Android, you don’t have this yet). You can find your Analytic Dashboard by logging into your twitter account here.

The Analytic Dashboard home page shows you how your social status has changed in the past 28 days. Here you can find the number of new followers, number of mentions, and number of impressions from the last four weeks and easily see if your social presence has increased or not. You will then see a month by month break down which shows your top tweet, mention, and follower for each month.

The next tab is all about the tweets. Here, they list every tweet from the last 28 days followed by a few simple statistics. This data is given in “impressions” (how many people have seen your tweet), “engagements” (how many people interacted with your tweet), and  “engagement rates” (engagements divided by impressions). From this page, if you click on an individual tweet you can also see a breakdown of how many likes, retweets, detail expands, hashtag clicks, and profile views you received from that one tweet.

Next to the “Tweets” tab is the “Audiences” tab, which let me just say is a literal gold mine. Almost everything you need to know about the people who read your tweets can be found here. You can find out where they are from, what they are interested in, and even how long ago they bought their last car! My favorite part of this tab, especially as someone who is overly nosey and loves a good ego boost in the form of likes on my tweets, is the information about my organic followers. Here, Twitter has compiled a list of all of my followers interests, demographics, lifestyles, consumer behaviors, and mobile footprints. Not only that, but it tells me what all of my followers have in common so I can draft the perfect tweet about “Comedy (Movies and Television)” that will bring in all kinds of likes.

Not only is this dashboard great for Millennials who live for the likes, but this is HUGE for marketers. Now we have all of the data about our consumers’ Twitter preferences right at our fingertips. We can easily see if we should be gearing our Twitter campaigns towards men or women, Baby Boomers or Millenials, Republicans or Democrats. We can also see which cell phone and credit card providers they use if we wanted to do a co-marketing campaign. We can go even further than that, though, by using the export tool to download all of our data to Excel. And being the masters of Excel that all marketers have to be, we can now manipulate our data to find which day our tweets perform the best or even what time of the day. Mega props to Twitter’s lead engineer because this dashboard is going to be such an essential tool for social media managers from here on out.

Sincerely, B. Kirbs

P.S. If you just skimmed this article- no worries! Here are my top three tips for getting started on Twitter’s Analytic Dashboard.

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Sources:
Kim, L. (2015, January 7). 5 Essential Insights You Can Uncover Using Twitter Analytics. Retrieved February 21, 2016, from http://blog.hubspot.com/marketing/twitter-analytics
Kohn, A. (n.d.). How to Use the New Twitter Analytics Dashboard. Retrieved February 21, 2016, from http://www.convinceandconvert.com/social-media-strategy/how-to-use-the-new-twitter-analytics-dashboard/
Perez, S. (2014, December 22). Twitter Users Can Now Track Tweet Impressions, Engagement Numbers Right In The iOS App. Retrieved February 21, 2016, from http://techcrunch.com/2014/12/22/twitter-users-can-now-track-tweet-impressions-engagement-numbers-right-in-the-ios-app/
Stecyk, J. (2015, August 6). 5 things you might not know about Twitter analytics | Twitter Blogs. Retrieved February 21, 2016, from https://blog.twitter.com/2015/5-things-you-might-not-know-about-twitter-analytics
Tweet activity dashboard. (n.d.). Retrieved February 21, 2016, from https://support.twitter.com/articles/20171990

 

 

Naked Feet Aren’t So Bad

Social media rocks, and I’m not afraid to say it. I am a millennial after all. But social media rocks just a little bit more when its used to change someone’s life, or in the case of the TOMS #withoutshoes campaign, 269,243 lives.

We’ve all heard about TOMS “One for One” approach to business (if you haven’t, you can read about it here). Every year, the company organizes a Day Without Shoes event in which people are encouraged to go throughout their normal lives barefoot to raise awareness for children’s health and education. In May of 2015, though, they took their mission one step further. In the midst of the “here’s a cute picture of my feet” phase of Instagram, TOMS started the #withoutshoes campaign. They promised that for every time someone used their hashtag on a picture of their bare feet, they would donate a pair of shoes to someone in need.

TOMS didn’t use this campaign as a way to gain customers, but instead they used it to include the entire Instagram community in their philanthropic efforts. In an effort to do as much good as possible they also extended the campaign from one day, to a little less than a  month (from Tom’s birthday, to the official Day Without Shoes, May 5-21). I think this was a really smart move on their part. Almost everyone gets the urge to do some good in their lives, but not everyone can afford a $48 shoes to do so. Because of this inclusivity, the #withoutshoes hashtag was used 269,243 times in 17 days.

 

The campaign used a well balanced combination of company created content, and user created content, like the post above. In an effort like this one, where companies want their customers to actively engage in posting content, rather than just “liking” or sharing content, it is imperative that the company curate some of the posts from other users. In this case, TOMS got super lucky in how talented their Instagram followers are. From professional photographers, to amateur ones who have the overly stamped passports we all dream of, there are some seriously beautiful pictures of people’s bare feet (I don’t think that sentence would have ever been said before this). I mean, LOOK AT THE TALENT HERE!

View from the top. #withoutshoes 📷 @andyto

A post shared by TOMS (@toms) on

 

Intermingled throughout the user generated content, there were posts about the “giving partners” that the company works with to be able to accomplish the monumental task of providing shoes to hundreds of thousands of children, giving followers the extra validation that their posts would indeed do some good. To really encourage users to post these awesome pictures, though, TOMS pulled some textbook caliber emotional appeals. I’m talking pictures of the most precious children walking down a dirt road without shoes on. Or the cutest little girl with the biggest smile on her face and her new TOMS shoes in her hand. You know, the kind of picture that makes you want to adopt all the world’s orphans and give them all the hugs you have. But we can’t adopt all the tiny children, so instead we post pictures of our ugly, unpainted toe nails and hope that we can make another little girl smile like the one in the picture.

So here’s to you, TOMS, for taking something great and making it even greater.

Sincerely, B.Kirbs