HOW TO OPTIMIZE YOUR SHOPPING CENTER IN THE ONLINE ENVIRONMENT

GET OPTIMIZED!

THINK DIFFERENTLY

BUSINESS OBJECTIVE: GET MORE SHOPPERS

TRADITIONAL STRATEGY

EVENT

OR

PROMOTION

RADIO

PRINT

DIRECT MAIL

ONLINE

TRAFFIC

TO

PROPERTY

SALES FOR

MERCHANTS

DIRECTIONS

To Location Within Location

HOURS OF OPERATION

Regular Holiday |Events

HAPPENINGS

Events Promotions

LIST OF MERCHANTS

Retail Restaurants

NEW STRATEGY – USER EXPERIENCE

DIGITAL STRATEGY

EVENT OR

PROMOTION

SALES FOR MERCHANTS

www YOU

FB

YT

T L

I G

Y!

B

Advertising

Natural Search

Social Media

Website & Landing Pages

Build An Online

Communications

Machine For Each

Node On Your

Awareness

Network

8

ONLINE ENVIRNOMENT

CONSISTS OF MORE

THAN

100+

DIFFERENT SOCIAL

MEDIA PLATFORMS TO

FIND AND CONSUME

INFORMATION

TOP 5

SOCIAL MEDIA

SEO

PUBLIC RELATIONS

PPC ADVERTISING

MOBILE

SOCIAL MEDIA

SOCIAL MEDIA

1. TYPE OF PLATFORMS

2. TYPE OF CONTENT

• Multi Media

• Offers / Contests

• Merchant Involvement

• Matches Platform

3. ENAGEMENT

• Followers / Fans

• Likes, Shares, Comments

4. BEST PRACTICES

• Complete Content

• Organization

AUDIT COMPETITION – EXPAND PLATFORMS

SOCIAL MEDIA

CREATE ENGAGING CONTENT

SOCIAL MEDIA

AUDIT PERFORMANCE OF CONTENT

POST Base Audience

Day of Week

Time of Day

Type of Post

% Engagement

Action / CTR

Longevity

SOCIAL MEDIA

LEVERAGE ADVERTISING

WHY SOCIAL MEDIA ADVERTISING:

• Direct Access to Customer Base

• Available on multiple platforms –

Facebook, Twitter, Pinterests,

LinkedIn

• Affordable

• PPC Model

• A / B Testing

SOCIAL MEDIA | SEO

CLAIM – CONTROL CONTENT - CONVERSE

WHAT TO AUDIT:

• Property Claimed /

Verified

• Updated Content

• Hours

• Map

• Photos

• Respond to

Positive / Negative

Reviews

SEARCH ENGINE

OPTIMIZATION

SEARCH ENGINE

OPTIMIZATION

ORGANIC VS. PAID SEARCH

Paid Search

Local Search

Natural Search

SEARCH ENGINE

OPTIMIZATION

AUDIT SEO FOR ORGANIC SEARCH

WEBSITE Site Structure

Title and Meta Tags

Keyword Meta Tags

Headlines and Sub

Headlines Page Content

Alt Tags

Inbound Links

SEARCH ENGINE

OPTIMIZATION

WHAT IS SEMANTIC

SEARCH?

• “Study of Meaning”

• Context of search

• Search history, location,

behavior, etc

• Forcing marketers to market

through content in blogs,

video, social media, etc.

SEMANTIC SEARCH

PUBLIC RELATIONS

PUBLIC RELATIONS

INTEGRATE YOUR P.O.E.M.

PAID

Sponsored Content

Advertorial

OWNED

Website

Social Media

Brand Blog

EARNED

Traditional Media – TV, Print, Radio

Blog & Online

Influencers

Viral Buzz

PUBLIC RELATIONS

FIND YOUR PEEPS

Fashion

Bloggers

Mommy

Bloggers

Coupon

Sites

Tourism

Sites

Public

Figures

PUBLIC RELATIONS

TELL YOUR STORY VISUALLY

PPC

GOOGLE DISPLAY NETWORK

PPC | GDN

ADWORDS PPC ADVERTISING

WHY USE ADWORDS PPC? • 1st Page Listing • Generate leads • Drive targeted traffic to website • Control daily budget • Reach customers at the exact

moment they are looking for you

• Pay ONLY for clicks • Regional setting • Immediate and short-term

campaigns

PPC | GDN

GOOGLE DISPLAY NETWORK

WHY USE DISPLAY NETWORK: Targeting Options: • Contextual • Placement • Remarketing • Interest • Topic • Geographic and Language • Demographic Targeting Tools: • Above the Fold • Scheduling • Frequency • Exclusions

MOBILE

MOBILE

78% INCREASE IN WEBSITE TRAFFIC FROM MOBILE

• Android devices accounted for

42% of mobile traffic to the

website of examined in 1Q13,

down from 45% in 1Q12

• iPhones: 36% of mobile traffic in

1Q13, up from 29% in 1Q12

• iPads and iPad Minis: 18% of

mobile traffic in 1Q13, consistent

with 18% in 1Q12

• BlackBerrys: 2% of mobile traffic

in 1Q13, down from 3% in 1Q12.

MOBILE

FOCUS ON INTENT

3 APPROACHES:

• Responsive Web Design

• Adapts according to

device

• Dynamic Serving Approach

• Parallel Mobile Site

Approach

MOBILE

MOBILE ADVERTISING

• U.S. mobile ads spend in 2013: $8B

• U.S. mobile ad growth in 2013: 75%

• U.S. mobile predicted ad growth by

2017: $28B

• Average time spent with mobile

outpacing all other media

• From 2012 to 2013 time spent on a

mobile device increased 48%, TV

was down 3%, Radio down 7% and

Print down 16%

CONCLUSION

THIN

K D

IFFE

REN

TLY

START WITH CUSTOMER NEEDS

AUDIT EXPERIENCE

BUILD AN ONLINE COMMUNICATIONS

MACHINE

SOCIAL

SEO

PUBLIC RELATIONS

PPC ADVERTISING

MOBILE

THANK YOU