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This presentation was put together for the ICSC Webinar for Professional Development entitled Effective Digital and Social Networking, held on May 4, 2011. This webinar outlines several examples of how shopping centers can use the different platforms effectively to achieve real results, attract new customers and retain existing ones.
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Effective Digital and Social Media Networking
Presenter:Jen Augustyn, Partner
The Dealey GroupDallas, TX
May 4, 2011
The Dealey Group (TDG)
• TDG specializes in retail, real estate and destination marketing
• TDG has relevant experience in social media
– Shopping centers
• Over 40 Jones Lang LaSalle properties
• Six Inland properties
• Eight Madison Marquette properties
• One Empresas Fonalledas property (Plaza las Americas, the largest shopping center in the Caribbean)
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Digital Philosophy
• TDG believes that mobile, social and web strategy must be completely integrated to adequately handle the shift in the way people are consuming information
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Nearly 1 out of every 8 minutes online is spent on Facebook
Source: ComScore 2010 U.S. Digital Year In Review4
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Requesting Leasing Ideas From Consumers
Plaza Las Americas, Puerto Rico“What stores would you like to see come to PLAZA?”
• 518 comments
• 80 “Likes”
• More than 900 requests were made!
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Centers Requesting Tenants
Watters Creek, Allen, TX
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“We’ve seen a surge of interest in Social Media programs from
many of our prospective clients... so much so, our new biz teams
have asked us to create marketing materials highlighting our expertise in this arena.”
- Angela Sweeney, Vice President of Marketing, Madison Marquette
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• Within 4 hours, 76 offers were claimed
• This location ended the day with an increase in sales of 11%
• This promotion was a free way for Chick-fil-A to boost sales
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Village Mall (Auburn, Alabama)• MAC’s Magic, Mirth & Mischief line was previewed on Facebook in
October which led to the eye shadow pallets almost selling out.
Mall of Abilene (Abilene, TX)• Promoted a Clinique Gift with Purchase
• “Traffic was so heavy at the Clinique counter that we did not have enough personnel to keep up with the demand of this giveaway!” - Dillard’s Store Manager
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The Shops at Legacy, 2010 • The Dealey Group managed the
First Annual Holiday Recipe Contest on Facebook last fall– 3,228 total visits to Facebook
– 2,979 votes on Facebook
– 9.95% Increase in Fans (up 160 to 1,769)
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The Gateway, Salt Lake City, 2010• During Fall 2009, responsibility for booking The
Grand Hall turned over to Gateway.
• With a limited budget, TDG launched a social media promotion in peak wedding season to leverage the centers 4,000 Facebook fans.
• Couples were asked to submit a two minute video and the winning couple was selected by online vote.
• Results:– Over 25 events have been booked in the Grand Hall
through the end of 2010.
– Over 5,300 comments, wall posts and “likes” were made on The Gateways’ Facebook page.
– The Facebook fan base increased over 41% from 4,092 to 5,791.
– Page visits peaked at 3,986 visits in one week.
– The Gateway received over 24 minutes of air time during a popular morning show, “Good Day Utah.”
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Redevelopment of Hillside Village Shopping Center
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Check in. Read and post tips. Redeem specials.
• Mayor specials (below): reward the customer who has checked-in the most days in the last 60 days
• Loyalty programs (right top): reward the users who visit your venue often
• Check-in offers (right bottom): give users an incentive each time they visit
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MarketFair Mall, Princeton, NJ
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And the Buzz Continues…
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Check-ins often pushed to Twitter & Facebook
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• Facebook Deals allows users to find local businesses offering discounts and coupons.
• When customers claim your deal, their friends see it in their News Feed, and new people discover you!
Facebook Places allows users to share where they are, find their friends and discover interesting places nearby
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Steps You Can Take
• Monitor with listening tools:
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Steps You Can Take
• Monitor with listening tools:
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Steps You Can Take
• Set Goals & Measure Progress
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Steps You Can Take
• Draft Your Game Plan
– Where does content come from?
– What are you going to post about?
– How often will you post?
– Where will you post?
– Who is monitoring & responding?
• Adjust Accordingly
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What Does Success Look Like?
Increase Sales
Increase Traffic
Increase Impressions
Engage Customers
Enhance Customer Service
Improve Community Connections
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Thank You
Presenter:Jen Augustyn, Partner
The Dealey GroupDallas, TX
