alexander babbage_shopping center industry social media benchmark report q3 2011

8/3/2019 Alexander Babbage_Shopping Center Industry Social Media Benchmark Report Q3 2011

1/19

2011 Alexander Babbage, Inc. All Rights Reserved

www.alexanderbabbage.com

1201 Peachtree Street NE, Suite 500

Atlanta, GA 30361

Phone: (404) 961-7600


Shopping Center Social Media

Benchmark Report

Q3 2011


2/19


Q3 2011

2011 Alexander Babbage, Inc. All Rights Reserved 2


Shopping Center Social Media Overview

The Q3 2011 benchmark report compares data from 1,643 centers 300,000 square feet or larger across

the United States including Alaska, Puerto Rico and Hawaii.

Center Type

(300,000 square feet or larger)

Number of Centers

Studied Q3 2011

Super Regional Centers 429

Regional Centers 754

Lifestyle Centers 361

Entertainment Centers 16

Value Centers 83

Total Industry 1,643

Currently 63% of shopping centers are using Facebook and 54% are using Twitter to reach their

shoppers. When Alexander Babbage started reporting on shopping center social media trends in Q2

2010, fewer than half of U.S. shopping centers 300,000 square feet or larger were using social media.

Some of the largest increases in the number of shopping centers on Facebook and Twitter were seen

between Q1 and Q3 2010, where the number of centers using Facebook soared by 79% and the number

of centers using Twitter jumped by 54%. Social media use in the shopping center industry has continued

its upward trend since then.

Percent of Centers Using Facebook and Twitter

63.2%

53.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Q1'10 Q2'10 Q3'10 Q4'10 Q1'11 Q2'11 Q3'11

Facebook

Twitter


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Q3 2011



Findings

While it is apparent that the growth rate of the number of centers using Facebook and Twitter has

slowed since Q3 2010, we have seen fairly steady growth during the past year. Since Q3 2010, an

average of 48 centers have joined Facebook and 50 centers have joined Twitter each quarter.

Shopping Center Facebook and Twitter Use

Quarter-to-Quarter Growth

28.5%

39.3%

3.8% 3.3%

7.4%5.2%

21.0%

25.5%

22.6%

6.6%

1.9%

12.4%

4.7%

27.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Q1'10 to

Q2'10

Q2'10 to

Q3'10

Q3'10 to

Q4'10

Q4'10 to

Q1'11

Q1'11 to

Q2'11

Q2'11 to

Q3'11

Q3'10 to

Q3'11


4/19


Q3 2011



Percent of Centers on Facebook by Center Type

Center Type

Q1'10

Percent

with

Facebook

Q2'10

Percent

with

Facebook

Q3'10

Percent

with

Facebook

Q4'10

Percent

with

Facebook

Q1'11

Percent

with

Facebook

Q2'11

Percent

with

Facebook

Q3'11

Percent

with

Facebook

Growth

Q2'11 to

Q3'11

Total Industry 29.2% 37.5% 52.3% 54.2% 56.0% 60.1% 63.2% 5.2%

Super Regional 36.1% 45.8% 69.8% 71.7% 73.7% 78.1% 81.8% 4.8%

Regional 24.0% 32.5% 47.3% 48.9% 50.4% 54.2% 57.2% 5.4%

Lifestyle 31.4% 38.7% 45.4% 48.7% 51.8% 56.0% 58.4% 4.5%

Entertainment 43.8% 50.0% 56.3% 56.3% 56.3% 68.8% 75.0% 9.1%

Value 28.0% 32.9% 35.4% 35.4% 34.9% 37.3% 41.0% 9.7%

* See appendix for definitions of each center type.

Value and Entertainment centers experienced the greatest growth in centers on Facebook at 9.7% and

9.1% respectively, exceeding the industry growth of 5.2%.

Super Regional remains the center type with the largest percentage of centers on Facebook, while less

than half the industrys Value centers are using the platform (41%).

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

Q1'10 Q2'10 Q3'10 Q4'10 Q1'11 Q2'11 Q3'11

Total Industry

Super Regional

Regional

Lifestyle

Entertainment

Value


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Q3 2011



Percent of Centers on Twitter by Center Type

Center Type

Q1'10

Percent

with Twitter

Q2'10

Percent

with Twitter

Q3'10

Percent

with Twitter

Q4'10

Percent

with Twitter

Q1'11

Percent

with Twitter

Q2'11

Percent

with Twitter

Q3'11

Percent

with Twitter

Growth

Q2'11 to

Q3'11

Total Industry 27.4% 34.4% 42.1% 44.9% 45.8% 51.4% 53.9% 4.8%

Super Regional 35.6% 43.4% 58.5% 61.8% 61.8% 68.1% 72.0% 5.8%

Regional 20.8% 27.1% 33.6% 35.6% 36.5% 42.4% 43.9% 3.4%

Lifestyle 22.7% 31.4% 34.7% 36.1% 38.5% 43.5% 46.5% 7.0%

Entertainment 37.5% 43.8% 43.8% 43.8% 43.8% 56.3% 56.3% 0.0%

Value 59.8% 64.6% 67.1% 80.5% 79.5% 80.7% 81.9% 1.5%

* See appendix for definitions of each center type.

Value centers continue to separate themselves and stand out for having a significantly higher

percentage of centers on Twitter (82%) compared to the industry average of 54%.

As is the case with their Facebook use, the percentage of Lifestyle and Regional centers on Twitter hasgrown at a nearly identical pace.

Since Q2 2011, Super Regional centers have experienced the most growth in the number of centers

using Twitter.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

Q1'10 Q2'10 Q3'10 Q4'10 Q1'11 Q2'11 Q3'11

Total Industry

Super Regional

Regional

Lifestyle

Entertainment

Value


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Q3 2011



The average number of Facebook likes is 4,315 per center

In Q1 2010, the average number of likes per shopping center was 1,244. Nearly a year and a half later,

that number has increased significantly to 4,315 likes per center and is dispersed among nearly 600

additional shopping centers.

Entertainment centers have continually lead the way and in Q3 2011, have an average of 14,197 likes

nearly 10,000 more likes than the industry average. Regional centers continue to have the lowest

average number of likes at 2,076 per center.

With 286,668 likes, the Super Regional center Mall of America has the highest number of Facebook likes

among all 1,643 studied shopping centers.

8,867

14,197

4,025

2,076

6,447

0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000

Value Centers

Entertainment Centers

Lifestyle Centers

Regional Centers

Super Regional Centers

Q3'11

Q2'11

Q1'11

Q4'10

Q3'10

Q2'10

Q1'10

47.7%

Overall Average 4,315


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Q3 2011



The average number of Twitter followers is 558 per center

The average U.S. shopping center 300,000 square feet or larger has 558 followers on Twitter.

Entertainment and Lifestyle centers surpass this with an average of 2,579 and 1,098 followers

respectively.

Not only do Regional centers have the lowest average number of Facebook likes, they also have the

lowest average number of Twitter followers at 259 per center.

The Lifestyle center The Cosmopolitan has the highest number of Twitter followers at 26,845.

713

2,579

1,098

259

492

0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000

Value Centers

Entertainment Centers

Lifestyle Centers

Regional Centers

Super Regional Centers

Q3'11

Q2'11

Q1'11

Q4'10

Q3'10

Q2'10

Q1'10

Overall Average - 558


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Q3 2011



Developers

Since Q3 2010, Glimcher Realty Trust had been the only developer with 20 or more centers that had

100% of its centers on Facebook and Twitter. As of Q3 2011, however, Westfield Corporation now has

all of its 54 studied centers on Facebook and Macerich and General Growth Properties are close behind.

CBL & Associates Properties experienced the greatest growth among developers with 20 or more

centers from Q2 to Q3 2011, nearly doubling the number of centers on Twitter.

Social Media Use - Developers with 20+ Centers

Developer Base

Q211

Percent

with

Facebook

Q311

Percent

with

Facebook

Facebook

Growth

Q2'11 to

Q3'11

Q211

Percent

with Twitter

Q311

Percent

with Twitter

Twitter

Growth

Q2'11 to

Q3'11

Simon Property Group 238 77.2% 77.3% 0.1% 89.5% 90.8% 1.4%

General Growth Properties 187 92.6% 94.1% 1.6% 92.6% 92.6% 0.0%

CBL & Associates Properties 83 33.7% 47.0% 39.4% 24.1% 43.4% 80.0%

Westfield Corporation 54 90.7% 100.0% 10.3% 53.7% 55.6% 3.5%

Macerich 51 96.1% 96.1% 0.0% 98.0% 96.1% -2.0%

DDR 49 32.7% 32.7% 0.0% 30.6% 32.7% 6.7%

Jones Lang LaSalle 46 80.0% 84.8% 6.0% 71.1% 73.9% 4.0%

Pennsylvania R/E Investment Trust 31 77.4% 80.6% 4.2% 58.1% 58.1% 0.0%

Forest City 23 79.2% 82.6% 4.3% 79.2% 82.6% 4.3%

Glimcher Realty Trust 23 100.0% 100.0% 0.0% 100.0% 100.0% 0.0%

The Taubman Company 20 5.0% 5.0% 0.0% 5.0% 5.0% 0.0%

* See appendix for a complete list of the top 25 developers based on the number of centers.

Note the data for Simon Property Group was aggregated by Simon Property Group (Chelsea), Kravco Simon and Simon Property Group, Inc. CBL

& Associates Properties was aggregated by CBL RM - Waco LLC and CBL & Associates Properties, Inc. and Forest City was aggregated by Forest

City Commercial Management, Forest City Enterprises, Forest City Management, and Forest City Ratner Companies.


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Q3 2011



Facebook Top 20

Q2

2011

Rank

Q3

2011

Rank Center Name Location Square Feet Developer

Q311 # of

Facebook

Likes

1 1 Mall of America Bloomington, MN 2,768,399 Triple Five Corp. 286,668

2 2 Plaza Las Americas San Juan, PR 2,180,000 Plaza Las Americas, Inc. 195,713

3 3 King of Prussia Mall King of Prussia, PA 2,698,477 Kravco Simon Company 65,760

4 4 Westfield Garden State Plaza Paramus, NJ 2,132,112 Westfield Corporation 56,538

5 5 The Galleria Houston, TX 2,350,308 Simon Property Group, Inc. 54,168

6 6 The Cosmopolitan Las Vegas, NV 300,000 3700 Associates, LLC 53,651

7 7 Westfield Valley Fair Santa Clara, CA 1,478,023 Westfield Corporation 44,772

11 8 Seminole Paradise Hollywood, FL 350,000 The Cordish Company 30,865

12 9 Aventura Mall Aventura, FL 2,099,164 Turnberry Associates 30,812

20 10 The Grove Los Angeles, CA 575,000 Caruso Affiliated 30,439

13 11 Broadway at the Beach Myrtle Beach, SC 700,000 Burroughs & Chapin Co Inc 30,040

10 12 The Wharf Orange Beach, AL 376,116 AIG Baker S/C Properties LLC 27,355

- 13 Universal CityWalk Universal City, CA 400,000 Universal CityWalk 27,355

8 14 Zona Rosa Kansas City, MO 925,000 Steiner & Associates 27,072

9 15 Asbury Park Asbury Park, NJ 400,000 Madison Marquette 26,747

14 16 Opry Mills Nashville, TN 1,166,379 Simon Property Group, Inc. 24,216

15 17 Crocker Park Westlake, OH 550,000 Stark Enterprises, Inc. 24,077

18 18 Palisades Center West Nyack, NY 2,217,322 Palisades Center 22,493

17 19 Pier Park Panama City Beach, FL 504,663 Simon Property Group, Inc. 22,131

16 20 Town Square Las Vegas Las Vegas, NV 1,000,000 Forest City Enterprises 21,454

The top five centers with the greatest number of Facebook likes have held their rank for the second

consecutive quarter.

Universal CityWalks number of likes increased 134% since Q2, from 11,698 to 27,355 making it number

13 on our list of Top 20 centers based on Facebook likes. CityWalk also was the fastest growing centeramong the Top 20.


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Q3 2011



The fastest growing center based on Facebook likes among the Top 20 is Universal CityWalk

Center Name Location

Center

Type

Square

Feet Developer

Q2'11 # of

Facebook

Likes

Q3'11 # of

Facebook

Likes

Growth

Q2'11 to

Q3'11

Universal CityWalk Universal City, CA EC 400,000 Universal CityWalk 11,698 27,355 133.8%

The Grove Los Angeles, CA LC 575,000 Caruso Affiliated 18,542 30,439 64.2%

The Cosmopolitan Las Vegas, NV LC 300,000 3700 Associates, LLC 37,815 53,651 41.9%

Westfield Valley Fair Santa Clara, CA SR 1,478,023 Westfield Corporation 34,752 44,772 28.8%

Broadway at the Beach Myrtle Beach, SC EC 700,000 Burroughs & Chapin Co Inc 23,366 30,040 28.6%

Aventura Mall Aventura, FL SR 2,099,164 Turnberry Associates 24,216 30,812 27.2%

Twitter Top 20

Q2

2011

Rank

Q3

2011

Rank Center Name Location Square Feet Developer

Q3 # of

Twitter

Followers

1 1 The Cosmopolitan Las Vegas, NV 300,000 3700 Associates, LLC 26,845

2 2 The Grove Los Angeles, CA 575,000 Caruso Affiliated 19,416

3 3 Mall of America Bloomington, MN 2,768,399 Triple Five Corp. 10,488

4 4 Ala Moana Center Honolulu, HI 2,100,000 General Growth Properties, Inc. 7,535

7 5 Universal CityWalk Universal City, CA 400,000 Universal CityWalk 7,325

5 6 Dana Park Village Square Mesa, AZ 400,000 Triple Five AZ Development Corp. 7,314

6 7 Atlantic Station Atlanta, GA 1,500,000 North American Properties 6,409

8 8 Pearlridge Center Aiea, HI 1,300,000 Glimcher Realty Trust 4,756

10 9 Patriot Place Foxborough, MA 1,300,000 Strategic Retail Advisors 4,408

9 10 Frisco Square Frisco, TX 500,000 Frisco Square Development 3,986

13 11 NorthPark Center Dallas, TX 2,000,000 NorthPark Management Company 3,927

12 12 The Galleria Houston, TX 2,350,308 Simon Property Group, Inc. 3,915

11 13 Winter Park Village Winter Park, FL 522,000 Casto 3,533

14 14 Pacific Place Seattle, WA 335,000 Pine Street Group LLC 3,274

16 15 The Americana at Brand Glendale, CA 475,000 Caruso Affiliated 3,196

15 16 The Shops at The Bravern Bellevue, WA 305,000 Schnitzer West, LLC 3,067

17 17 Scottsdale Fashion Square Scottsdale, AZ 2,030,000 Scottsdale Fashion Square 3,022

20 18 Asbury Park Asbury Park, NJ 400,000 Madison Marquette 2,995

18 19 Kierland Commons Scottsdale, AZ 320,000 Westcor 2,899

19 20 Easton Town Center Columbus, OH 1,500,000 Steiner & Associates 2,818


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Q3 2011



Based on the number of followers, some of the Top 20 centers have moved in the rankings compared to

last quarter, but no new centers were added to the Top 20 list in Q3 2011. With the exception of TheCosmopolitan and The Grove, the remaining 18 centers on the Top 20 list separate themselves by only a

few followers. Dana Park Village Square is just 11 followers away from surpassing Universal CityWalk

and taking over fifth place.

Not only is Universal CityWalk the top growing center based on Facebook likes, but it is also the top

growing center based on Twitter followers climbing from 4,932 in Q2 to 7,325 (an increase of 49%) and

moving from seventh to fifth on our list of Top 20.

The fastest growing center based on the number of followers among the Top 20 is Universal CityWalk

Center Name Location

Square

Feet Developer

Avg.

Tweets

Per Day

Q2 # of

Twitter

Followers

Q3 # of

Twitter

Followers

Growth

Q211 to

Q311

Universal CityWalk Universal City, CA 400,000 Universal CityWalk 5.2 4,932 7,325 48.5%

The Cosmopolitan Las Vegas, NV 300,000 3700 Associates, LLC 22.4 19,782 26,845 35.7%

Patriot Place Foxborough, MA 1,300,000 Strategic Retail Advisors 1.4 3,529 4,408 24.9%

Atlantic Station Atlanta, GA 1,500,000 North American Properties 5.2 5,215 6,409 22.9%

NorthPark Center Dallas, TX 2,000,000 NorthPark Management Company 3.3 3,276 3,927 19.9%


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Q3 2011



Considering The Cosmopolitan has 26,845 followers on Twitter, it is not surprising that it tweets

significantly more than any of the other Top 10 centers at 22.4 tweets per day.

Number of Followers Compared to Average Tweets Per Day - Top 10 Centers

Klout

As we reported in the Q2 2011 Shopping Center Social Media Benchmark Report, Klout is a number on a

1-to-100 scale that measures influence based on ability to drive action1. It is a calculated number based

on online activity that allows us to report on a centers ability to interact with and influence those with

whom they connect.

Klout scores were collected for the Top 20 centers on Twitter. The list of Top 10

centers with the highest Klout scores demonstrates that having the most

Facebook likes or Twitter followers does not mean anything unless you are

effectively reaching, interacting with, and influencing them.

1http://klout.com/corp/kscore

22.4

5.98.2

6.2 5.2

3.0

5.2

11.0

1.46.4

0

5

10

15

20

25

30

-

5,000

10,000

15,000

20,000

25,000

30,000

The

Cosmopolitan

The Grove Mall of

America

Ala Moana

Center

Universal

CityWalk

Dana Park

Village Square

Atlantic

Station

Pearlridge

Center

Patriot Place Frisco Square

Q3 Followers Avg tweets per day Q3


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Q3 2011



Top 10 centers with the highest Klout scores

(Among the Top 20 list of centers with the most Twitter followers)

Q3 '11

Rank Center Name Location

Square

Feet Developer

Q311

Twitter

Followers

Avg.

Tweets

Per Day

Klout

Score

1 The Cosmopolitan Las Vegas, NV 300,000 3700 Associates, LLC 26,845 22.4 65.5

5 Universal CityWalk Universal City, CA 400,000 Universal CityWalk 7,325 5.2 61.8

2 The Grove Los Angeles, CA 575,000 Caruso Affiliated 19,416 5.9 59.5

7 Atlantic Station Atlanta, GA 1,500,000 North American Properties 6,409 5.2 58.2

10 Frisco Square Frisco, TX 500,000 Frisco Square Development 3,986 6.4 58.1

4 Ala Moana Center Honolulu, HI 2,100,000 General Growth Properties, Inc. 7,535 6.2 57.9

3 Mall of America Bloomington, MN 2,768,399 Triple Five Corp. 10,488 8.2 56.5

16 The Shops at The Bravern Bellevue, WA 305,000 Schnitzer West, LLC 3,067 5.0 51.5

8 Pearlridge Center Aiea, HI 1,300,000 Glimcher Realty Trust 4,756 11.0 50.1

11 NorthPark Center Dallas, TX 2,000,000 NorthPark Management Company 3,927 3.3 49.3

While Atlantic Station has the seventh highest number of Twitter followers (6,409) among the 1,643

tested centers, it has the fourth highest Klout score. Similarly, while Dana Park Village Square ranks sixth

in the industry based on the number of Twitter followers, its Klout score is a relatively low 25.2.

What are other shopping centers doing?

Many developers and shopping centers now have

smartphone apps, giving shoppers a convenient

way to find center deals, mall maps, parking, movie

times, etc. In August, Westfield Malls released a

new product search feature for an in-mall shopping

app available on iPhone, Android and BlackBerry

devices. The app allows users to browse the

inventories of multiple retailers at each of theWestfield locations in the United States. The app

allows users to search for a specific product and

compare more than 100,000 products filtered by

price, retailer and/or relevance. Similar features can

be found on the Town Square Las Vegas app.


14/19


Q3 2011



Now Available - Social Media Strategies for Maximizing Sales in Holiday 2011*

Every shopping center has a social media strategy, but how effective will yours be this holidayseason?

o Do you know when to talk to your shoppers to get the best response?o Or what to say?

How does your social media performance compare to shopping center industry benchmarks? How do your social media strategies integrate with and/or support the strategies of your

centers retailers?

Alexander Babbage has created a new fee-based report that provides analytics well beyond likes and

followers into the conversations people are having about shopping centers and what they are saying.

Our in-depth study of the top 200 shopping centers measures how the conversations and the different

communications channels have changed during the last two holiday seasons. Are blogs irrelevant?

Should you be on Facebook, Twitter andFoursquare? What should you say and when should you use

social media to maximize sales this holiday season?

The average shopping center increased its

number of social media mentions (across all

social media formats) from 514 in Q4 2009 to

1,805 in Q4 2010. For Q3 2011, the average

number of mentions stands at 2,514. How

does your center compare?

The best in class Mall of America grew

from 19,006 to 54,064 mentions during the

same time period while one lifestyle center

grew from 2,490 to 39,180 seizing the top

spot for engagement immediately behind

Mall of America. Is this your center? If not,

which center is it and what can you learn from

their strategies? Find out now in our

comprehensive Social Media Strategies for

Maximizing Sales in Holiday 2011 Report.*For further information and to order a copy of the report for $250, contact Charlotte Sykes at 404-961-

7600 or email [email protected]

0

10,000

20,000

30,000

40,000

50,000

60,000

2009 Q4

mentions

2010 Q4

mentions

2011 Q3

mentions

Social Media Footprint Center Mentions

Mall of America 54,064

Who? 39,180

Average 2,514

Bottom Performer 207


15/19


Q3 2011



Conclusion

The number of centers on Facebook and Twitter is continuing to rise, with 63% of the industry now on

Facebook and 54% using Twitter. This coupled with steady growth among likes and followers shows that

developers and shopping centers are increasing their online footprint and utilizing social media more

than ever to influence their shoppers.

Using benchmarks to compare the number of shoppers reached is important, but it is even more

important to quantify the impact of social media efforts in the online community and to properly and

effectively use the online space to reach the maximum number of productive customers.

When should you talk to your online shopper community?

How often should you talk to them?

Is your current social media strategy the most effective one?

Alexander Babbage now offers a deeper look at your online presence with our new Social Media

Strategies for Maximizing Sales paid report. And, in an effort to further enhance our benchmarks, the

Q4 2011 report will expand to dig deeper into quantifying engagement on Facebook by measuring

average number of posts, comments and likes per post to provide a center-specific comparison to the

industry average and to best-in-class by shopping center type.

Alexander Babbage continually monitors social media activity and consumer behaviors in the shopping

center industry with benchmarks published each quarter. For more information about comparing your

center or portfolio to benchmarks, contact:

Alan McKeon at 404-961-7602 or [email protected] or

Charlotte Sykes at 404-961-7603 or [email protected]

The Social Media database compares 1,643 shopping centers 300,000+ square feet in the United States

including Alaska, Hawaii and Puerto Rico. Data and counts are effective as of 9/30/2011.

Alexander Babbage, Inc., is an Atlanta based full-service research firm specializing in experiential research for

destinations including shopping centers, professional sports teams, retailers, restaurants, the arts and financial

institutions. It has the deepest experience and most extensive benchmark set among private research providers.

Alexander Babbage acquired Stillerman Jones & Company in 2007 and MAXtrak in 2004, making it the shopping

center industrys leading provider of market and shopper research.


16/19


Q3 2011



Definitions

Center Type

Super Regional Center Similar to a Regional center, but because of its larger size, a Super Regional

center has more anchors, a deeper selection of merchandise, and draws from a larger population base.

As with Regional centers, the typical configuration is an enclosed mall, frequently with multi levels.

Regional Center This center type provides general merchandise (a large percentage of which is

apparel) and services in full depth and variety. Its main attractions are its anchors: traditional, mass

merchant, or discount department stores or fashion specialty stores. A typical Regional center is usually

enclosed with an inward orientation of the stores connected by a common walkway and parking

surrounds the outside perimeter.

Lifestyle Center Most often located near affluent residential neighborhoods, this center type caters to

the retail needs and lifestyle pursuits of consumer in its trading area. It has an open-air configuration

and typically includes retail space occupied by upscale national chain specialty stores. These center may

or may not be anchored by one or more conventional or fashion specialty department stores.

Value Center A center that includes outlet tenants as well as superstores, catalog, retail clearing

houses, off-price or discounters, and food vendors.

Entertainment Center A shopping center that encompasses theaters, restaurants and related retail.

Social Media Terms

Facebook A publication for an organization, such as a school or business, which helps members

identify each other; also, an online version of this, with profiles including a picture, name, birth date,

interests, etc.

Twitter An information network made up of 140-character messages, typically sent as text messages.

Tweet A message posted via Twitter containing 140 characters or fewer.

Follow To follow someone on Twitter means to subscribe to their Tweets or updates on the site.

Follower A follower is another Twitter user who has followed you.

Klout A measure of online influence collected from social networks to score a user on a scale of 1 to

100. Klout automatically accesses input from Twitter and is capable of including other networks in the

influence score once a user registers and gives Klout permission to connect with the other networks.

Dictionary of Shopping Center Terms, Third Edition

Twitter Glossary

Klout Website


17/19


Q3 2011



Appendix

Top 25 Developers Based on Number of Centers

Facebook and Twitter usage among each developers centers of 300,000 square feet or larger

Developer Base

Q211 % with

Facebook

Q311 % with

Facebook

Growth

Q2-Q3

Q211 % with

Twitter

Q311 % with

Twitter

Growth

Q2-Q3

Simon Property Group 238 77.2% 77.3% 0.1% 89.5% 90.8% 1.4%

General Growth Properties 187 92.6% 94.1% 1.6% 92.6% 92.6% 0.0%

CBL & Associates Properties 83 33.7% 47.0% 39.4% 24.1% 43.4% 80.0%

Westfield Corporation 54 90.7% 100.0% 10.3% 53.7% 55.6% 3.5%

Macerich 51 96.1% 96.1% 0.0% 98.0% 96.1% -2.0%

DDR 49 32.7% 32.7% 0.0% 30.6% 32.7% 6.7%

Jones Lang LaSalle 46 80.0% 84.8% 6.0% 71.1% 73.9% 4.0%

Pennsylvania R/E Investment Trust 31 77.4% 80.6% 4.2% 58.1% 58.1% 0.0%

Forest City 23 79.2% 82.6% 4.3% 79.2% 82.6% 4.3%

Glimcher Realty Trust 23 100.0% 100.0% 0.0% 100.0% 100.0% 0.0%

The Taubman Company 20 5.0% 5.0% 0.0% 5.0% 5.0% 0.0%

Kimco Realty Corporation 17 5.9% 5.9% 0.0% 0.0% 0.0% 0.0%

Inland US Management LLC 17 52.9% 58.8% 11.1% 23.5% 29.4% 25.0%

The Cafaro Company 17 23.5% 29.4% 25.0% 0.0% 0.0% 0.0%

Vornado Realty Trust 16 6.3% 6.3% 0.0% 0.0% 6.3% 0.0%

Tanger Factory Outlet Centers, Inc 17 100.0% 100.0% 0.0% 100.0% 100.0% 0.0%

Westcor 12 91.7% 91.7% 0.0% 91.7% 91.7% 0.0%

RED Development 12 75.0% 75.0% 0.0% 58.3% 58.3% 0.0%

CB Richard Ellis 11 45.5% 45.5% 0.0% 36.4% 36.4% 0.0%

Casto 11 27.3% 36.4% 33.3% 27.3% 36.4% 33.3%

Centro 11 72.7% 72.7% 0.0% 9.1% 9.1% 0.0%

Mid-America Real Estate Group 9 11.1% 11.1% -0.1% 11.1% 11.1% 0.0%

Madison Marquette 8 87.5% 87.5% 0.0% 75.0% 75.0% 0.0%

The Sembler Company 8 12.5% 12.5% 0.0% 0.0% 0.0% 0.0%

The Pyramid Companies 9 100.0% 100.0% 0.0% 62.5% 62.5% 0.0%

Poag & McEwen Lifestyle Ctrs, LLC 7 57.1% 71.4% 25.0% 57.1% 71.4% 25.0%

Vestar Development 6 71.4% 85.7% 20.0% 57.1% 57.1% 0.0%


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Q3 2011



Developer Aggregated by

Simon Property Group

Simon Property Group, Inc., Simon Property Group (Chelsea), Kravco Simon

Company

General Growth Properties General Growth Properties, Inc., c/o Grand Teton Mall

CBL & Associates Properties CBL & Associates Properties, Inc. , CBM RM-Waco LLC

Forest City

Forest City Enterprises, Forest City Commercial Management, Forest City

Management, Forest City Ratner Companies

Inland

Inland Southwest Management, Inland American Retail Mgmt LLC, Inland

Commercial Property Mgmt, Inland Pacific Property Svcs LLC, Inland US

Management LLC, Inland Continental Property Mgmt.

RED Development RED Development , RED Asset Management, Inc.

CB Richard Ellis CB Richard Ellis, CBRE Louisville, CBRE/MEGA

Vornado Realty Trust Vornado Realty Trust , Vornado/Charles E. Smith

The Pyramid Companies The Pyramid Companies, c/o Avitation Mall

Number Region Division States

1 Northeast New England Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont

2 Northeast Mid Atlantic New Jersey, New York, Pennsylvania

3 South South Atlantic

Delaware, District of Columbia, Florida, Georgia, Maryland, North Carolina,

South Carolina, Virginia, West Virginia

4 South East South Central Alabama, Kentucky, Mississippi, Tennessee5 South West South Central Arkansas, Louisiana, Oklahoma, Texas

6 Midwest East North Central Illinois, Indiana, Michigan, Ohio, Wisconsin

7 Midwest West North Central Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota

8 West Mountain Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, Wyoming

9 West Pacific Division California, Oregon, Washington


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Q3 2011


l d b bb

Facebook Use by Region

Twitter Use by Region

45.1% 43.7% 43.4%

53.2%

26.1%

61.9%59.0%

71.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

ICSC Northeast

Regions 1 and 2

ICSC South Regions 3,

4, and 5

ICSC Midwest

Regions 6 and 7

ICSC West Regions 8

and 9

Q3'10

Q3'11

30.3%

36.5%33.9%

50.7%52.5% 51.6% 49.3%

64.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

ICSC Northeast

Regions 1 and 2

ICSC South Regions 3,

4, and 5

ICSC Midwest Regions

6 and 7

ICSC West Regions 8

and 9

Q3'10

Q3'11

3,792 5,437

645

3,775

742431

Q311 Average

Facebook Likes

Q311 Average

Twitter Followers 332

3,864

alexander babbage_shopping center industry social media benchmark report q3 2011

Documents