SOCIAL MEDIA MARKETING FORSHOPPING 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
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, were listening & hear you, were 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
Case StudyFacebook, in the last three months Twitter, in the last four months
Case Study Increased footfall to Won Green Apple award Marks & Spencer opened Manchester Fort by 9% in in 2011 for the parks its first food store at the past year through sustainability Manchester Fort at the social media alone achievements end of 2011 MF now has a total of 73.45% of website MF website in April and 521 likes on Facebook visitors were new and May had a total of and 768 followers on 26.55% are returning 23,337 visitors twitter visitors
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/RolandDra nsfield Tweet us: @RDPRTweets Call us: 0161 236 1122 Email us: Enquiries@rdpr.co.uk email@example.com firstname.lastname@example.org Write us: Just kidding!