Social Media & Mobile Marketing for Mall

Management

Introduction

PresentersKurt 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 StillermanJones, 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™).

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”.

Moderator

Social Media: What is it?

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

Social Media Evolution

The Numbers

What does it all mean?

www.centersocial.com

As of Q3 2010, 609 U.S. shopping centers had a Facebook page, and 555 centers had a Twitter account*

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Q3 Q3 Q3

n= 1,842

Q2

Q3

Q2

Q3

Q2

Q3

Center Type (300,000 square feet or

larger)

Number of Centers Studied

Super Regional Centers 432Regional Centers 777Lifestyle Centers 522Value Centers 94Entertainment Centers 17Total Industry 1,842

* Centers studied include those in the categories listed above that are 300,000 square feet or larger

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

Center Type Base

Q2 Number of Centers with a Facebook Page

Q3 Number of Centers with a Facebook Page

Q2 Average Number of

Fans

Q3 Average Number of

Fans

Change Q3 vs. Q2 Average

FansSuper Regional Centers

432 153194 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%

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More regional centers also have a Twitter account, but again, entertainment centers have more followers on average

Center Type Base

Q2 Number of Centers with a

Twitter Account

Q3 Number of Centers with a

Twitter Account

Q2 Average Number of Followers

Q3 Average Number of Followers

Change Q3 vs. Q2 Number of 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%

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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%).

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Center Type

Q2 % with Website

and Facebook

Q3 % with Website

and Facebook

% Growth in Number of Centers

with Facebook

Q2 % with

Website and

Twitter

Q3 % with

Website and

Twitter

% Growth in Number of Centers

with 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%

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.

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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.

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Mall of America has three times the number of Facebook fans as the next closest ranking center

Shopping Center Name LocationType of Center

Square Feet Managed By

Q3 Number of Facebook

Fans

Mall of America Bloomington, MNSuper Regional 2,768,399 Triple Five Corp. 83,645

King of Prussia MallKing of Prussia, PA

Super Regional 2,698,477 Kravco Simon Company 28,980

Westfield Garden State Plaza Paramus NJ

Super Regional 2,132,112 Westfield Corporation 28,483

Westfield Valley Fair Santa Clara, CASuper Regional 1,478,023 Westfield Corporation 19,227

The Galleria Houston, TXSuper Regional 2,350,308

Simon Property Group, Inc. 16,204

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The Grove leads other centers with the greatest number of Twitter followers as of Q3 2010

Shopping Center LocationType of Center

Square Feet Managed By

Q3 Number

of Followers

Q3 Number

of Tweets

The Grove Los Angeles, CA Lifestyle 575,000 Caruso Affiliated 5,205 1,720

Mall of America Bloomington, MNSuper Regional

2,768,399 Triple Five Corp. 3,263 3,922

Universal CityWalkUniversal City, CA Entertainment 400,000 Universal CityWalk 2,546 2,398

Winter Park Village Winter Park, FL Lifestyle 522,000 Casto 1,996 276

Belmar Lakewood, CO Lifestyle1,200,00

0Continuum Property Mgmt 1,948 391

Among all studied developers, only Glimcheremploys Facebook and Twitter at all its properties

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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

Base

Q2 % with Website

and Facebook

Q3 % with Website

and Facebook

% Growth from Q2 to

Q3

Q2 % with Website

and Twitter

Q3 % with Website

and Twitter

% Growth from Q2 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%

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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.

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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Case Study: Mall of America on Facebook (Continued)

Regular Fan Interaction

Non-center Specific Posts

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• 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 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.

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.

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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.

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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.

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Retailer Success: Ann Taylor – Skinny to Real

Results:• Loyalty• Dialog/Engage

ment• Sales• Publicity

Restaurant Success

FourSquare Day:• Gift cards as bait• 50 Articles• 33% increase

traffic• Total Cost: $1000

Foursquare Promotion

Content is King

• Strategy• Consistency• Turnkey Promotion• Scalability• Engagement

• Facebook 70%

• Twitter 580%

• Check Ins 250%

• Retailer Results

• Media Coverage

Social Media as a Leasing Tool

Online extension of Corporate Brand

Apps vs. Mobile Optimization

The Future of Mobile

Summary

Q&A