Mall of America®:The iconic shopping mall uses Geofeedia’s platform to engage with shoppers,

address customer service issues, identify security threats and more.

OVERVIEW:In late 2013, Mall of America® unveiled their new Enhanced

Service Portal (ESP) with the goal of improving the shopper

experience by integrating all of the channels through

which visitors interact with the mall. Telecom, security,

and social and digital media teams work together in the

ESP to more efficiently serve their 42 million visitors and

ensure a consistent brand voice. Numerous tools are used to

achieve the goals of the Enhanced Service Portal, including

Geofeedia’s location-based social media monitoring platform.

“Geofeedia allows us to aggregate and respond to

real-time user generated content across various social

media channels. We have used this data to engage

with guests, make personalized recommendations,

influence business decisions based on unsolicited

feedback, facilitate “surprise and delight” campaigns

and monitor potential security concerns.”

- Erin Vande Steeg, Senior Social Media Strategist

Geofeedia Case Study: Mall of America’s® Enhanced Service Portal

The team that makes up the Enhanced Service Portal has

found a number of uses for Geofeedia’s platform:

Enhancing the Shopper Experience:Along with engaging shoppers based on what they posted

and where they were within the mall, Geofeedia has helped

the team execute “surprise and delight” campaigns to build

brand advocacy, heighten the guest experience, and keep

shoppers in the mall longer. A couple once posted that they

were at the restaurant where they had their first date and

the Mall of America® team showed up a few minutes later

with a gift. Monitoring content with Geofeedia also helps to

identify and quickly handle occasional cleanliness issues.

SOLUTION:While the team already relied on a keyword-based social

media monitoring and management tool to identify

mentions of Mall of America®-related words and phrases,

they needed to fill in the gaps with location-specific data.

Using Geofeedia, they’re able to place a virtual perimeter

around the entire mall, or specific areas, and quickly identify

actionable posts regardless of what words, if any, the

shopper included with the post.

Geofeedia

CASE STUDYMall of America’s® Enhanced Service Portal

CHALLENGE:In total, Mall of America® spans nearly 5 million square feet

of area, is home to more than 500 stores, 50 restaurants,

an entire theme park, and more than 42 million visitors

pass through the mall each year. Additionally, more than

400 events are held inside the mall annually. This massive

operation introduces numerous challenges when it comes

to securing the facility, responding to shoppers’ needs, and

generally maintaining the extremely high customer service

standards that visitors have come to expect.

Recognizing the natural tendency mall shoppers have to

share their experiences via social media, the digital and

social media team needed an efficient way to monitor the

content being posted by shoppers while on mall property.

Hyper-local search capabilities allow for the monitoring of specific areas, whether it be the entire property or smaller areas within or around the mall.

Monitoring Live Events:When an event takes place within the mall, crowds gather

and the need to understand what’s happening in the

area becomes even greater. During events the team uses

Geofeedia to monitor a stream of social content to identify

engagement opportunities, ultimately leading to a longer

time-on-property, and to spot potential security issues

related to the unusually large crowds.

Geofeedia Case Study: Mall of America’s® Enhanced Service Portal

“At its heart, our ESP program is focused on

meaningful engagement and exceptional guest

experience. The right tools – such as Geofeedia – will

be needed to help us maintain our high standards.”

- Erin Vande Steeg, Senior Social Media Strategist

RESULTS:Geofeedia’s data has helped the Mall of America® team

provide better service in a number of ways. Shoppers

receive the right engagements at the right time, cleanliness

issues are identified and addressed more quickly, and

“surprise and delight” campaigns build brand advocacy and

increase visit length. Additionally, the team raises between

15 and 25 notifications per month that need to be further

investigated by security, ultimately helping to maintain a

safe and enjoyable shopper experience.

About GeofeediaGeofeedia is the leading location-based social media

monitoring platform. Our patented technology searches

Twitter, Facebook, Instagram, YouTube, Flickr, Picasa, and

Yik Yak data by location to provide users with real-time

insights from any location in the world.

Request a free demo at: geofeedia.com/demo

About Mall of America®Since opening its doors in 1992, Mall of America® has

revolutionized the shopping experience and become a

leader in retail, entertainment and attractions. Mall of

America® is one of the top tourist destinations in the country

as well as one of the most recognizable brands. From

musical acts to celebrity book signings to fashion shows,

Mall of America® is the Hollywood of the Midwest. Along

with coverage in many national and local broadcast and

print media outlets, Mall of America® has been featured on

the Discovery Channel, Travel Channel and TLC.

Learn more at: mallofamerica.com

geofeedia.com/demosales@geofeedia.com @geofeedia

Geofeedia

CASE STUDYMall of America’s® Enhanced Service Portal

Reacting to Security Threats:The security team within the Enhanced Service Portal

continually monitors the social content being posted in and

around the mall to identify and address potential negative

events before they take place. The team also works with the

local police department when necessary, providing them

with social media content that assists with preventing or

investigating crimes.

Geofeedia’s data is constantly displayed on screens within the Enhanced Service Portal.