Warc, 1 August 2014
DANA POINT, CA: TOMS, a "movement-driven business"
active in sectors from shoes to eyewear and coffee, has progressed in these
various categories thanks, in large part, to fostering a sense of community
online.
Zita Cassizzi, chief digital officer at TOMS, discussed this
theme while presenting at the Association of National Advertisers' (ANA)
Digital & Social Media Conference.
TOMS' rise to prominence was aided by its distinct "One
for One" model: every time a customer in a nation like the US purchased a
pair of shoes, another pair was donated to someone living in an emerging
market.
"We're a movement-based business," said Cassizzi.
(For more, including other tips for connecting with millennials, read Warc's
exclusive report: TOMS Shoes: five basic best practices for purpose-driven
marketing.)
As a result of the company's core positioning, she
continued, "community takes on a special meaning. Who are these guys?
They're our customers; they're our potential future customers.
"They're leading this omni-channel and omni-connected
world. They're 82m strong, between 18-to-24, and we know them well because they
really have spread [information] about TOMS with a word-of-mouth
[effort]."
According to TOMS' analysis, more than 80% of this
demographic in America now utilise a smartphone and three-quarters make daily
posts on social media.
To reflect the manner in which their mobile and social media
habits are today effectively intertwined, Cassizzi's team has coined a new
term: "mocial".
"We want to be social in our mobile, and mobile in the
way we socially connect … and we do it early and do it fast," she said.
"These customers are expecting for you to be where they
are … the moment that they want [to engage]. They're expecting this connection
from you right away."
While TOMS has been able to stand out in a crowded
marketplace, Cassizzi also warned the conference delegates that building a
genuine sense of community is no simple task.
"Today, with lots of noise and distraction, this is
very, very difficult to do," she said.
Data sourced from Warc
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