SOCIAL MEDIA MARKETING

• In November of 2007 Wifi was installed in the food court. • In February of 2009 social media marketing began. • Guest Services was the primary resource to establish the mall social pages

very quickly and successfully. (College Students)• Facebook & Myspace grew very quickly. Sometimes 100 or more friends

would join in one night. • Social Success:

– Grand opening of rue21– Jones Lang LaSalle awarding winning program, Martinsburg Mall used as example.– Famous Squirrel– Mom’s Nite Out– American Eagle

BRIEF HISTORY

Business cards were distributed to area high schools in Berkeley & Jefferson Counties.Events were set up on Facebook & Myspace. No other forms of advertising were used:

Results: rue21 beat their sales goall!

The Dealey Group Brings Home Three Silvers!March 3, 2010TDG won three Silver MAXIs at the ICSC U.S. Shopping Center MAXI Awards in Chicago on March 3, 2010. The Silver Award Winning New Media campaigns including our Social Media Initiative for Jones Lang LaSalle’s Retail Portfolio, our “Scene@TheShops” Social Media campaign for Inland Western’s Shops at Legacy in Plano, Texas, and our Teen Advisory Board launch for Inland Western’s Southlake Town Square in Southlake, Texas. In addition to winning three Silvers, TDG is proud to have designed the newspaper insert for Galleria Dallas’ Gold-MAXI-winning-event, “Beauty Live”, and to have been named a MAXI finalist our Mobile Marketing Initiative for Jones Lang LaSalle’s Retail Portfolio. ICSC's MAXI Awards honor and recognize the premier marketing, community outreach, sales promotion and specialty leasing campaigns in the shopping center industry. Click here for the complete list of 2010 U.S. Shopping Center MAXI Award Winners.

AWARD WINNING INITIATIVE

• In April of 2009 JLL & The Dealey Group initiated an award winning social media program with 13 malls, including Martinsburg Mall.

In 17 short weeks, the 13 Jones Lang LaSalle centers built online communities totaling 7,913 fans.

Jul Aug Sep Oct Nov Dec Jan -

200

400

600

800

1,000

1,200

1,400

12

196

364 433

501

789

982

17

226

427

519

609

984

1,224

Average JLL Fan Numbers

Avg. Millennial FansAvg. Total Fans

In less than 7 months, the 13 centers were averaging a growth rate of 140 new Millennial Fans per month. That is 86% over the original goal of 75

new Millennial Fans per month.

Jones Lang LaSalle’s social media program garnered additional impressions through national

traditional media and press releases.

By leveraging the popular New Moon character (Edward Cullen), Martinsburg Mall recorded, edited and posted a

video featuring key merchandise in the center.

EXAMPLE IN ICSC PRESENTATION

A FAMOUS SQUIRREL• August of 2009 a

squirrel became popular in the media for photo-bombing some hikers.

• In the following days The Squirrel made several candid appearances at Martinsburg Mall!

• Results: – Myspace: 120 views– Facebook: 100 views

MOM’S NITE OUT• A Social Media Event!• 1215 Moms with Facebook pages

were reached– That does not include their

friends and groups. • Announcement of Dell Mini

giveaway received over 300 “like” responses within Two Minutes

• A chocolate scavenger hunt w/ 15 participating merchants: – Mom’s had to enter the stores to find

the chocolate.

• Results:– 300 moms participated. That means

an additional 300 in traffic for participating stores.

– Most stores reported at least one sale due to the increase in traffic.

– 105 subscribers for our weekly email blasts.

• Cost: $0

AMERICAN EAGLESocial Media & Leasing

• Martinburg Mall hosts an “American Eagle at Martinsburg Mall

page” on Facebook & Myspace.• Tweeting American Eagle

The Marketing Manager used Twitter to send a post to American Eagle with the links & amount of people.

Results:• Within two hours American Eagle

responded.

Conclusion:• Social Media gives a voice to the

individual. • Social Media enables businesses

& customers to communicate. • Improves customer

satisfaction and sales.