KEEN Footwear Fan Engagement Strategy

Audienceo Loyal KEENers

• 35-50• Family Focused• Outdoor Oriented• Community-minded

o KEEN 2.5• 18-35• Urban adventurists• Community-minded

CREATE

PLAY

CARE

Competition

320k likes 138k likes 937k likes

108k followers 37k followers 99k followers

724 posts28k followers

675 posts44k followers

610 posts17k followers

ENGAGEMENT

• Conversion Rate 2.6%• Engagement 0.02%• 17 hour average response time

“If you take care of your existing customers, they will

take care of your new customers”

-Jason Fried

CEO, Basecamp

“Who do I have to sleep with over there to get a pair of Arubas?” -Kent, KEEN fan email

“I will pry them off someone’s cold dead feet if that’s what

it takes to get another pair” -Jeannette, KEEN fan email

“These shoes changed my f*cking life”

-A KEEN Fan Abroad

STRATEGY

Demonstrate that KEEN values its fans by opening channels of digital communication;

not only giving them a voice, but listening and acting upon their words.

Those we’ve lost 2005-2012

In Memoriam

Touchpoint Matrix

Social Media

#TBT Showcasing old styles

Gamification

#keenonthesteet fan photo contest

• Micro-site dedicated to KEEN Klassics• Online Voting• Direct email campaign to existing fans

Key Performance Indicators

• Engagement• Traffic through social media• Conversion• Retention

CREATE

PLAY

CARE

Thank You

Lori Haddanlori.haddan@gmail.com

@loha72