Simon Malls | Digital Marketing - Indy SocialMedia - Location, Location, Location - SlideShare Version

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Location-Based Services (otherwise known as LBS by the cool kids) started to hit their stride last summer. Now millions are checking in daily to sites like Foursquare, Gowalla, Yelp and Facebook Places. But why? Many are seeking the answer to that question, including Simon Property Group.

At this breakfast, you'll hear from one of the world's largest retail real estate companies and their LBS approach to engaging customers and visitors. Simon Malls has been aggressively playing up it's localized nature by participating in the LBS ecosystem across Foursquare, SCVNGR, shopkick, Google Places, indoor mapping and proximity based SMS delivery to name a few that we will dig into. Come, learn and discuss together what is working, what is not and help identify some emerging best practices in the fast pace world of location.

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  • Simon Malls | Digital Marketing - Indy SocialMedia - Location, Location, Location - SlideShare Version

    1. 1. Location, location location<br />
    2. 2. 2<br />Agenda<br /><ul><li>Introduction & Housekeeeping
    3. 3. TraditionalIntersections Of Location
    4. 4. Current Intersections Of Location
    5. 5. Deep dives around shopkick, scvngr, foursquare & google places
    6. 6. Future Intersections Of Location</li></li></ul><li>The DNA Of Digital Marketing At Simon<br />3<br />
    7. 7. 4<br />Requisite Group Check-In<br />
    8. 8. 5<br />Chuck….The Game Is On!<br />
    9. 9. Traditional intersections of location<br />
    10. 10. 7<br />Mall Maps | age old ‘you are here’<br />
    11. 11. 8<br />Website | localization of content<br />
    12. 12. 9<br />Email | local personalization <br />
    13. 13. 10<br />Deals & Events | location-centric <br />
    14. 14. Flyers | versioned by location<br />11<br />
    15. 15. current intersections of location<br />
    16. 16. 13<br />Mobile Apps | location based services at their root<br />
    17. 17. 14<br />TXT (SMS) | localization of keywords<br />
    18. 18. Roadblock | txt to win $1,000 shopping spree<br />15<br />Get a chance to win a $1,000 shopping spree. Text your favorite Simon all keyword to 74666.<br />Mall NameKeyword<br />Castleton Square Mall Mall20<br />Circle Center Mall26<br />Clay Terrace Mall27<br />Fashion Mall at Keystone Mall45<br />NO PURCHASE NECESSSARY. Legal residents of the U.S. (and D.C.). 18 years or older. Ends 9/30/2011. See simon.com for official rules. Void where prohibited.<br />*Standard message & data rates may apply<br />
    19. 19. 16<br />Mobile Optimized Web | geo-centric content <br />iPhone optimized skin<br />
    20. 20. 17<br />Social Media | localized around each unique mall<br />Facebook Fan Page<br />Custom Facebook App<br />Twitter Page<br />Foursquare Page<br />Google Places Page<br />
    21. 21. 18<br />Wi-Fi | customized for each unique location<br />
    22. 22. 19<br />Online Maps | enhancing visualization of a location<br />
    23. 23. #1 - ShopkickIs…<br />20<br />
    24. 24. 21<br />shopkick at Simon malls<br />Game badges users earn<br />In mall 22 X 28 signage<br />
    25. 25. Shopkick Right Sizing Rewards| retailers pick<br />Buy<br />Scan / Try-on<br />Walk-in<br />Check-in<br />2<br />25<br />50<br />75<br />22<br />
    26. 26. #2 - Foursquare Is…<br />23<br />
    27. 27. Foursquare Venue Dashboard | monitor & analyze<br />24<br />
    28. 28. Using Foursquare Stats | questions to ask<br />Average return check-ins (check-ins per visitor)<br />How do we get shoppers to visit/check in more often?<br />Total check-ins/unique visitors<br />Traffic flow<br />10% of check-ins occur 6am-12pm<br />How do we encourage more traffic during those slow times?<br />Top Visitors<br />Badges<br />Do they collect badges avidly? What sorts of badges have they earned?<br />Location<br />Are they located in the same town as your venue? Or do they travel out of town often to visit your venue?<br />Mayorships<br />Possible brand loyalist, blogger, etc.<br />
    29. 29. 26<br />#3 - SCVNGR Is…<br />
    30. 30. SCVNGR | social location-based gaming platform <br />27<br />
    31. 31. 2 Mall / 45 Day Trial | campaign objectives<br /><ul><li>Discover the effectiveness of virtual and physical game play cross-over in a mall environment
    32. 32. Drive traffic to Simon Malls
    33. 33. Generate viral buzz
    34. 34. Strengthen customer engagement
    35. 35. Measure effectiveness of program
    36. 36. Estimate portfolio program viability
    37. 37. The following reporting will be available:</li></ul>Number of players<br />Number of visits<br />Challenges completed per player<br />Total challenges completed<br />28<br />
    38. 38. 29<br />#4 – Google Places Is…<br />
    39. 39. Google Places | heavily favored on googlesrp’s<br />
    40. 40. Google Places | rich, descriptive aggregation<br />
    41. 41. Google Places | claiming has a massive impact<br />
    42. 42. Google Places | know how customers find you<br />
    43. 43. Google Places | know where your customers are<br />
    44. 44. Next Rev intersections of location<br />
    45. 45. 36<br />Serendipitous Meetups| sonar & ba.njo<br />
    46. 46. 37<br />Sharing Via Images | viddy & instagram<br />
    47. 47. 38<br />Indoor 360º Panoramas | photosynth & vpixhd<br />
    48. 48. Wi-Fi Localization | delivery of content intra-location<br />Hyper-Localized Wi-Fi Content Delivery Zones<br />39<br />
    49. 49. Location Specific Content Delivery | nintendo zone<br />40<br />
    50. 50. 41<br />UCG Maps | google map maker<br />
    51. 51. 42<br />Indoor Navigation | wifislam & pointinside<br />
    52. 52. QUESTIONS?<br />Connect with me @<br />about.me/patrickmflanagan<br />@narpole<br />

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