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Social Media & High-End Shopping Malls
- 1. Comparative audit for high- end fashion malls how to become more than a shopping center
- 2. Key Points •Profile: Evaluate the audience and how they represent themselves in their online community. • Authenticity: Create a strategy that allows the users the opportunity to present themselves the way they want. • Balance: Incorporate methods within the strategy to promote your business. • Engagement: Create media that meets your audiences goals while meeting your social media goals as well
- 3. The Stores Store Location # of Stores The Bravern WA 18 Crystals at CityCenter NV 38 The Grove CA 47 Columbus Circle NY 49 The Shops at North Bridge IL 50 Americana Manhasset NY 67 The Mall at Millenia FL 146 South Coast Plaza CA 250 The Bellevue Collection WA 250
- 4. Th e 0 7500 15000 22500 30000 Br av Be er lle n vu TB e 1943 Co Am lle ct er io ica n BC na 1694 M an h as se t AM 9089 Th e Gr ov Co e lum 26447 Grove bu sC irc So le ut h 1532 ColCir Co as tP laz a 7759 N SCP or th Br idg M e Number of Facebook Likes NB 4096 all at M Cr ille ys nia ta 2459 MM ls Ci ty ce nt er 1531 Crystals
- 5. Number of Facebook Likes 30000 26447 Impressive, but the actual FB interaction is a fraction of that. 22500 15000 9089 7759 7500 4096 1943 1694 1532 2459 1531 0 TB BC AM Grove ColCir SCP NB MM Crystals n t nia n a se er io le e er e laz ov idg irc as ct ille nt av tP Gr h lle ce sC Br Br M an as Co ty e M at e th bu Co Ci Th Th or e na all lum vu ls h N M ica ta ut lle Co ys er So Be Cr Am
- 6. Th e 0 5000 10000 15000 20000 Br av Be er lle n vu TB e 2937 Co Am lle ct er io ica n BC na 1586 M an h as se t 285 AM Th e Gr ov Co e lum 17285 Grove bu sC irc So le ut 597 h ColCir Co as tP laz a 936 N SCP or th Br idg M e NB 1557 all Number of Twitter Followers at M Cr ille ys nia 666 ta MM ls Ci ty ce nt er 1731 Crystals
- 7. Number of Twitter Followers 20000 17285 Following: 309 Tweets: 5,133 15000 Following: 2,634 Tweets: 3,958 10000 5000 2937 1586 1557 1731 285 597 936 666 0 TB BC AM Grove ColCir SCP NB MM Crystals n t nia n a se er io le e er e laz ov idg irc as ct ille nt av tP Gr h lle ce sC Br Br M an as Co ty e M at e th bu Co Ci Th Th or e na all lum vu ls h N M ica ta ut lle Co ys er So Be Cr Am
- 8. Number of Twitter mentions/retweets *within the past 90 days 3000 2219 2250 1332 1500 750 390 435 185 107 135 23 40 184 116 133 201 8 74 43 32 37 0 TB BC AM Grove ColCir SCP NB MM Crystals n t nia n a se er io le e er e laz ov idg irc as ct ille nt av tP Gr h lle ce sC Br Br M an as Co ty e M at e th bu Co Ci Th Th or e na all lum vu ls h N M ica ta ut lle Co ys er So Be Cr Am
- 9. Th e 0 15 30 45 60 Br av Be er lle n 50 vu TB e Co Am lle ct er io ica n 45 BC na M an h as se t 21 AM Th e Gr ov Co e 60 lum Grove bu sC irc So le 39 ut h ColCir Co as tP Klout Scores laz a 40 N SCP or th Br idg M e 42 NB all at M Cr ille ys nia 40 ta MM ls Ci ty ce nt er 42 Crystals
- 10. How some are standing out The Bellevue Collection The Grove LA I love The Grove: A site dedicated to those who love The Grove: Visit the photobooth with guest stylists and photographers. Upload your photo. Get the most likes and win $250 gift card. Top picks appear in ads. App: One-Touch Concierge
- 11. Americana Manhasset: A tumblr layout filled with fashion insight. A blog that fashionista’s would follow and share what they found.
- 12. Summary • More “likes” does not equal more engagement • Majority of content: event updates, photo’s, shopping info • Unique blogs and extras make the Shopping Center stand out • Interesting/Sharable content matters • They are all using social media as another form of email.
- 13. “The more you can help your audience look good to their audience, the more likely they are to engage with you.” -Neicole Crepeau Coherent Social Media