Webinar hosted on Septmeber 30 with Alan McKeon from Alexander Babbage and Kurt Ivey from Madison Marquette.

1. Social Media & Mobile
Marketing for Mall
Management

2. Introduction

3. Presenters
Kurt Ivey, SVP Marketing and Corporate Communications, Madison
Kurt joined Madison Marquette in 2006 and is responsible for the company's communications with internal and external
stakeholders, including investors, employees, clients, partners, retailers and consumers. Upon joining Madison, he
created a scalable, locally-driven consumer marketing organization utilizing traditional and newly emerging social media.
He has over 18 years of experience in business-to-consumer and business-to-business marketing initiatives and has
served in executive leadership roles at Simon Property Group, Rouse Company and The Mills Corporation.
Alan McKeon, President & CEO, Alexander Babbage
Alan McKeon is President and CEO of Alexander Babbage a market and consumer research firm serving clients in the
shopping center, retail, restaurant, sports and entertainment industries. Since joining Alexander Babbage in 2004, he has
led the acquisition of the oldest consumer research company in the shopping center industry, 30-year old Stillerman
Jones, and the most technologically advanced, MAXtrak. Today, Alexander Babbage continues to focus on bottom-line
results and provide client insights through data-driven innovations including measuring the effectiveness of social media
and determining the true drivers of geographic and retail productivity (SpendR™).
Moderator
Duffy C. Weir, Independent Marketing and Sponsorship Consultant
Duffy C. Weir is the former vice president of specialty retail and marketing at The Rouse Company in Columbia, MD.
She is now an independent retail marketing and sponsorship consultant and writer for Specialty Retail Report. Weir
travels the world searching for what she says “makes marketplaces and retail tick”.

4. Social Media: What is it?

5. Social Media: Media for social
interaction, using highly accessible and
scalable web-based technologies.

6. Social Media Evolution

8. The Numbers

9. What does it all mean?

10. www.centersocial.com

11. As of Q3 2010, 609 U.S. shopping centers had a Facebook
page, and 555 centers had a Twitter account*
Center Type Number of
(300,000 square feet or Centers
larger) Studied
n= 1,842
Super Regional Centers 432
Regional Centers 777
Lifestyle Centers 522
Value Centers 94
Entertainment Centers 17
Total Industry 1,842
Q3 Q3 Q3
Q Q Q Q Q Q
2 3 2 3 2 3
* Centers studied include those in the categories listed above that are 300,000 square feet or larger
11

12. Regional centers are more likely to have a Facebook page,
but entertainment centers lead the way with the highest
average number of fans per center
Change
Q2 Number of Q3 Number of Q2 Average Q3 Average Q3 vs. Q2
Centers with a Centers with a Number of Number of Average
Center Type Base Facebook Page Facebook Page Fans Fans Fans
Super Regional
432 153
Centers 194 1,516 2,167 42.9%
Regional Centers 777 178 242 479 594 24.0%
Lifestyle Centers 522 114 137 1,859 2,064 11.0%
Value Centers 94 24 27 1,027 1,341 30.6%
Entertainment Centers 17 7 8 5,655 6,221 10.0%
Total Industry 1,842 476 608 1,244 1,563 25.6%
12

13. More regional centers also have a Twitter account, but
again, entertainment centers have more followers on
average
Change
Q2 Number of Q3 Number of Q2 Average Q3 Average Q3 vs. Q2
Centers with a Centers with a Number of Number of Number of
Center Type Base Twitter Account Twitter Account Followers Followers Followers
Super Regional Centers 432 151 184 190 248 30.5%
Regional Centers 777 154 201 109 125 14.7%
Lifestyle Centers 522 81 109 479 467 -2.5%
Value Centers 94 50 53 408 431 5.6%
Entertainment Centers 17 6 7 1,117 1,161 3.9%
Total Industry 1,842 442 557 252 281 11.5%
13

14. Between Q2 and Q3, regional centers experienced the
most growth in the use of Facebook (36.0%), while lifestyle
centers experienced the most growth in the use of Twitter
• Entertainment centers have the highest percentage of Facebook pages (41.7%),
while value centers have the strongest presence on Twitter (56.4%).
% Growth Q2 % Q3 % % Growth
Q2 % with Q3 % with in Number with with in Number
Website Website of Centers Website Website of Centers
and and with and and with
Center Type Facebook Facebook Facebook Twitter Twitter Twitter
Super Regional 35.6% 44.9% 26.1% 35.0% 42.6% 21.7%
Regional 22.9% 31.1% 36.0% 19.8% 25.9% 30.7%
Lifestyle 21.5% 26.2% 22.1% 15.5% 20.9% 34.7%
Value 25.5% 28.7% 12.6% 53.2% 56.4% 6.0%
Entertainment 41.2% 47.1% 14.2% 35.3% 41.2% 16.6%
Total Industry 25.8% 33.0% 27.9% 24.0% 30.2% 26.0%
14

15. The average number of Facebook fans in Q3 is 1,563 per
center – a 25.6% jump compared to Q2 2010
• The largest group, regional centers, continued to have the lowest average number of fans (594) and the
smallest group, entertainment centers, continued to have the largest fan base (6,221).
• The highest number of fans for any single center is 83,645 for the super regional center Mall of America.
15

16. The average number of Twitter followers increased from 252 per
center to 281 per center – an 11.5% increase over Q2 2010, and
falling well below the growth rate for Facebook
• Similar to Facebook, the small base of entertainment centers are out on top (1,161) with
regional centers lagging behind with the lowest average number of followers (125).
• The highest number of followers for any one center is 5,205 for the lifestyle center The Grove.
16

17. Mall of America has three times the number of
Facebook fans as the next closest ranking center
Q3
Number of
Type of Square Facebook
Shopping Center Name Location Center Feet Managed By Fans
Super
Mall of America Bloomington, MN Regional 2,768,399 Triple Five Corp. 83,645
King of Prussia, Super
King of Prussia Mall PA Regional 2,698,477 Kravco Simon Company 28,980
Westfield Garden State Super
Plaza Paramus NJ Regional 2,132,112 Westfield Corporation 28,483
Super
Westfield Valley Fair Santa Clara, CA Regional 1,478,023 Westfield Corporation 19,227
Super Simon Property Group,
The Galleria Houston, TX Regional 2,350,308 Inc. 16,204
17

18. The Grove leads other centers with the greatest
number of Twitter followers as of Q3 2010
Q3 Q3
Number Number
Type of Square of of
Shopping Center Location Center Feet Managed By Followers Tweets
The Grove Los Angeles, CA Lifestyle 575,000 Caruso Affiliated 5,205 1,720
Super 2,768,39
Mall of America Bloomington, MN Regional 9 Triple Five Corp. 3,263 3,922
Universal City,
Universal CityWalk CA Entertainment 400,000 Universal CityWalk 2,546 2,398
Winter Park
Village Winter Park, FL Lifestyle 522,000 Casto 1,996 276
1,200,00 Continuum Property
Belmar Lakewood, CO Lifestyle 0 Mgmt 1,948 391

19. Among all studied developers, only Glimcher
employs Facebook and Twitter at all its properties
19

20. Simon and DDR saw the greatest growth in Facebook at
their centers between Q2 and Q3; DDR and Glimcher saw
the greatest growth in Twitter use during the same time
period
Q2 % with Q3 % with %
Website Website % Growth Q2 % with Q3 % with Growth
and and from Q2 to Website Website from Q2
Base Facebook Facebook Q3 and Twitter and Twitter to Q32
Simon Property Group 227 2.6% 21.6% 716.7% 14.1% 30.0% 112.5%
General Growth Properties 190 87.9% 88.4% 0.6% 86.3% 86.8% 0.6%
CBL & Associates Properties 83 3.6% 4.8% 33.3% 6.0% 7.2% 20.0%
Westfield Corporation 54 25.9% 35.2% 35.7% 24.1% 27.8% 15.4%
Macerich 51 31.4% 35.3% 12.5% 98.0% 98.0% 0.0%
Developers Diversified Realty 46 8.7% 32.6% 275.0% 4.3% 32.6% 650.0%
Jones Lang LaSalle 46 39.1% 58.7% 50.0% 32.6% 45.7% 40.0%
Pennsylvania R/E Investment
Trust 31 45.2% 48.4% 7.1% 3.2% 3.2% 0.0%
Forest City 24 66.7% 70.8% 6.3% 66.7% 70.8% 6.3%
The Taubman Company 22 0.0% 0.0% - 0.0% 0.0% -
Glimcher 21 38.1% 100.0% 162.5% 38.1% 100.0% 162.5%
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.
20

21. Case Study: Mall of America on Facebook
• Among U.S. shopping centers 300,000 square feet or larger, the Mall of America has
the highest number of fans on Facebook (111,554 as of September 2010).
• In Q3 2010, The Mall of America posted an average of 49.3 times per month. This
compares to an average of 39.5 posts per month among the top 10 centers.
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22. Case Study: Mall of America on Facebook (Continued)
Regular Fan Interaction
• The Mall of America has
proven that interaction is
key when it comes to
gaining the largest fan base
on Facebook.
• As evidenced by Mall of
America, posts do not
necessarily have to be
shopping related to engage Non-center Specific Posts
fans and create interest.
• Special offers that are
available exclusively to
Facebook Fans are a great
way to gain exposure and
get customers in the habit
of checking your center’s
Facebook page on a
regular basis.
22

23. Case Study: Forest City Facebook Use
• Forest City currently has 24 shopping centers, 17 (70.8%) of which are on
Facebook and Twitter as of Q3 2010.
• Victoria Gardens in Rancho Cucamonga, CA has the most Facebook fans
(7,135) while Northfield at Stapleton in Denver, CO has the fewest (380).
• Although both centers seem to update at a similar frequency, Victoria
Gardens tends to have a lot more fan interaction.
• The post below demonstrates that updates do not always have to be about
shopping to get a reaction and connect with users.
23

24. Case Study: The Grove on Twitter
• Among all shopping centers 300,000 square feet or larger, The Grove, a lifestyle
center in Los Angeles, has the highest number of followers on Twitter (6,539 as of
September 2010).
• The Grove tweets an average of 4.1 times per day, compared to an average of 3.1
tweets per day for the top 10 U.S. shopping centers.
• Shopping center tweets are of comparable content to Facebook posts, yet occur
much more frequently. Similar to Facebook, interaction through re-tweeting and
replying is key.
24

25. Case Study: Simon Property Group on Twitter
• Overall, Simon Property Group has experienced the third highest growth
rate behind DDR and Glimcher in the use of Twitter from Q2 to Q3 at a
growth rate of 112.5%.
• Among 227 Simon Property Group centers, two have made the list of top 20
centers based on the number of followers on Twitter, The Galleria (1,678
followers) and Pier Park (1,450 followers) as of Q3 2010, these numbers
have since grown.
• The Galleria maintained its fourth-place ranking in the top five centers with
the largest increase in the number of followers from Q2 to Q3 2010 (1,302
to 1,678).
• The Galleria tweets an average of 3.4 times per day, while Pier Park tweets
2.9 times per day. Among the top 10 centers, the average number of tweets
per day is 3.1.
25

26. Retailer Success: Ann Taylor – Skinny to Real
Results:
• Loyalty
• Dialog/Engage
ment
• Sales
• Publicity

27. Restaurant Success
FourSquare Day:
• Gift cards as bait
• 50 Articles
• 33% increase
traffic
• Total Cost: $1000

28. Foursquare Promotion

30. Content is King
• Strategy • Facebook 70%
• Consistency
• Twitter 580%
• Turnkey Promotion
• Scalability • Check Ins 250%
• Engagement • Retailer Results
• Media Coverage

31. Social Media as a Leasing Tool

32. Online extension of Corporate Brand

33. Apps vs. Mobile Optimization

34. The Future of Mobile

35. Summary

36. Q&A