SOCIAL MEDIA MARKETING FOR SHOPPING CENTRES

by Roland Dransfield PR –2012

What we are going to cover Introduction to RDPR Overview of the social media landscape Commercial benefits of social media in retail Social media for shopping centres Manchester Fort case study How to deliver social media Q & A

About Roland Dransfield PR

Largest property PR team in the North West Leading specialists in social media for the property sector We use social media to deliver great results for retail, commercial and

residential property clients and schemes 15 years track record UK-wide client base Full service innovative PR Extension of our clients’ own teams

RDPR clients

The social media landscape

Key social media platforms Facebook Twitter You Tube LinkedIn FourSquare

Why social media?1. The internet changed how people gather information, communicate &

decide2. Social media changed how, what & when information is presented

• Essential platform – lead by example• Additional touch-point for business and consumer engagement • Direct engagement - difficult to reach individuals• Increase sector and national/regional visibility• Support scheme marketing strategy • Increases your Search Engine Optimisation & digital visibility

Social media is not scary Email & websites proved not to be scary These are just new communication tools There are many successful case studies & learnings Mistakes avoided with planning Learning should be constant Employees, consumers, clients & competition use it

Social media & the marketing mix Marketing has evolved a new COMPONENT Social networks are communications tools Effective, interactive, powerful, fast & measurable They are fully open & transparent to the public They do not replace brand websites or assets Social media requires strategy, planning & time Integrated campaign – part of your planned activity (ibrochure, website,

events, forward features, etc…)

What does social media actually do? Increase traffic to your website Relevant and cost effective traffic Amplify all other marketing & promotional communications Connect you with your influencers Allow you to listen to & connect with opponents Facilitate access to key journalists & media

Recruitment, advertising, research, customer service, feedback, drive mentions, build frequency, generate new business, new contacts & introductions...

Social media & retail Consumers use social media Social media influences purchasing behaviour Retailers strive to influence consumers Consumers are online in store whilst shopping Retailers, brands & products are engaging with social media Social media presents opportunities which over time will create genuine loyalty & revenue Social media activities help to attract retailers as well as footfall

Social media for shopping centres Who are your audiences

Retailers and restaurant owners Local occupiers (from shopping parks, within 10 miles of you) Active retail agents UK national & regional press UK national & regional retail press New and current customers Residents in your surrounding areas

Social media for shopping centres What are your challenges

• Larger shopping parks pose more competition• Better retailer opportunities at other local shopping parks • Customers see better opportunities elsewhere • Retailers see better opportunities/better competition• Agents not recommending your retail parks to their clients• Negative connotations about smaller retailer parks having less choice• No one knowing about your offering• No interaction/negativity from your retailers

Social media for shopping centres What you need to consider

Liaisons with retailers: Regularly With central marketing & unit within centre Chains and independent retailers Independent retailers present more unique offerings

Negative issue handling Stock levels - promote what you have & need to sell Basic comments – how can we help, we're listening & hear you, we're sorry Addressing mentions openly can calm situations to create loyal customers

Social media for shopping centres What you can do

Establish and maintain a website (if not already!) Engage with your retailers initially & regularly Establish Twitter and Facebook pages with consistent key messages Develop weekly activity schedules Raise awareness of your centres news, views, events & retailer discounts/offers Establish conversation to encourage information sharing with your retailers & customers Evaluate activity to ensure you are reaching the right audience & what works best

MANCHESTER FORT CASE STUDY

Case StudyFacebook, in the last three months Twitter, in the last four months

MF now has a total of 521 likes on Facebook and 768 followers on

twitter

Won Green Apple award in 2011 for the parks

sustainability achievements

Marks & Spencer opened its first food store at

Manchester Fort at the end of 2011

Increased footfall to Manchester Fort by 9% in

the past year through social media alone

MF website in April and May had a total of

23,337 visitors

73.45% of website visitors were new and 26.55% are returning

visitors

Case Study

DELIVERING GREAT SOCIAL MEDIA ACTIVITY

How to deliver social media

In house

Outsourced Established, specialist, flexible resource Straight forward briefing process Transparent measurement & reporting

How to deliver social media Setting up brand owned social profiles Liaising with retailers, central brands and independent stores Creating a social strategy, plan & activity calendar Establishing online community connections Listening, creating & participating in conversation Optimising social opportunities - digital eyes, ears & voice Creating, publishing & promoting content Managing social profiles Blog creation, management & outreach, Twitter/Hashtag events,

seminars, events, podcasts, video content, foursquare promotions etc.

Finally Social media is mainstream*

84.2% of UK population is online, 52.7 million people Over 70% of internet users use social networks

RDPR Experienced in social media & property sector Cost effective social media solutions Not in isolation - integrated PR marketing partner

* Source: Internet World Stats, April 2012

Thank you for your time You can find RDPR in all the usual

places... www.rdpr.co.uk www.facebook.com/

RolandDransfield Tweet us: @RDPRTweets Call us: 0161 236 1122 Email us: Enquiries@rdpr.co.uk

carla.burns@rdpr.co.uk claire.lancaster@rdpr.co.uk

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