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New Released Social Media Presentation

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Digital Media
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The document discusses the history and success of social media marketing for Martinsburg Mall beginning in 2009. Key events and initiatives included establishing Facebook and Myspace pages that grew rapidly, a successful grand opening for rue21 that met its sales goal without other advertising, and winning an award for the social media program. Later events at the mall engaged the local community through posts about a famous squirrel and a Mother's Night Out event that drove traffic to stores. The social media presence helped attract American Eagle to the mall and improved communication with customers.

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Social Media Marketing
New Released Social Media Presentation
Brief HistoryIn November of 2007 Wifi was installed in the food court. In February of 2009 social media marketing began. Guest Services was the primary resource to establish the mall social pages very quickly and successfully. (College Students)Facebook & Myspace grew very quickly. Sometimes 100 or more friends would join in one night. Social Success: Grand opening of rue21Jones Lang LaSalle awarding winning program, Martinsburg Mall used as example.Famous SquirrelMoms Nite OutAmerican Eagle
Business cards were distributed to area high schools in Berkeley & Jefferson Counties.Events were set up on Facebook & Myspace. No other forms of advertising were used: Results: rue21 beat their sales goall!
Award Winning InitiativeThe Dealey Group Brings Home Three Silvers!March 3, 2010TDG won three Silver MAXIs at the ICSC U.S. Shopping Center MAXI Awards in Chicago on March 3, 2010. The Silver Award Winning New Media campaigns including our Social Media Initiative for Jones Lang LaSalles Retail Portfolio, our Scene@TheShops Social Media campaign for Inland Westerns Shops at Legacy in Plano, Texas, and our Teen Advisory Board launch for Inland Westerns Southlake Town Square in Southlake, Texas. In addition to winning three Silvers, TDG is proud to have designed the newspaper insert for Galleria Dallas Gold-MAXI-winning-event, Beauty Live, and to have been named a MAXI finalist our Mobile Marketing Initiative for Jones Lang LaSalles Retail Portfolio. ICSC's MAXI Awards honor and recognize the premier marketing, community outreach, sales promotion and specialty leasing campaigns in the shopping center industry. Click here for the complete list of 2010 U.S. Shopping Center MAXI Award Winners. In April of 2009 JLL & The Dealey Group initiated an award winning social media program with 13 malls, including Martinsburg Mall.
In 17 short weeks, the 13 Jones Lang LaSalle centers built online communities totaling 7,913 fans.
In less than 7 months, the 13 centers were averaging a growth rate of 140 new Millennial Fans per month. That is 86% over the original goal of 75 new Millennial Fans per month.
Jones Lang LaSalles social media program garnered additional impressions through national traditional media and press releases.
Example in Icsc presentationBy leveraging the popular New Moon character (Edward Cullen), Martinsburg Mall recorded, edited and posted a video featuring key merchandise in the center.
A Famous SquirrelAugust of 2009 a squirrel became popular in the media for photo-bombing some hikers. In the following days The Squirrel made several candid appearances at Martinsburg Mall!Results: Myspace: 120 viewsFacebook: 100 views
Moms nite outA Social Media Event!1215 Moms with Facebook pages were reachedThat does not include their friends and groups. Announcement of Dell Mini giveaway received over 300 like responses within Two Minutes A chocolate scavenger hunt w/ 15 participating merchants: Moms had to enter the stores to find the chocolate. Results:300 moms participated. That means an additional 300 in traffic for participating stores. Most stores reported at least one sale due to the increase in traffic. 105 subscribers for our weekly email blasts.Cost: $0
American EagleSocial Media & LeasingMartinburg Mall hosts an American Eagle at Martinsburg Mall page on Facebook & Myspace.Tweeting American Eagle The Marketing Manager used Twitter to send a post to American Eagle with the links & amount of people.Results:Within two hours American Eagle responded. Conclusion:Social Media gives a voice to the individual.

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New Released Social Media Presentation

  • 3. Brief HistoryIn November of 2007 Wifi was installed in the food court. In February of 2009 social media marketing began. Guest Services was the primary resource to establish the mall social pages very quickly and successfully. (College Students)Facebook & Myspace grew very quickly. Sometimes 100 or more friends would join in one night. Social Success: Grand opening of rue21Jones Lang LaSalle awarding winning program, Martinsburg Mall used as example.Famous SquirrelMoms Nite OutAmerican Eagle
  • 4. Business cards were distributed to area high schools in Berkeley & Jefferson Counties.Events were set up on Facebook & Myspace. No other forms of advertising were used: Results: rue21 beat their sales goall!
  • 5. Award Winning InitiativeThe Dealey Group Brings Home Three Silvers!March 3, 2010TDG won three Silver MAXIs at the ICSC U.S. Shopping Center MAXI Awards in Chicago on March 3, 2010. The Silver Award Winning New Media campaigns including our Social Media Initiative for Jones Lang LaSalles Retail Portfolio, our Scene@TheShops Social Media campaign for Inland Westerns Shops at Legacy in Plano, Texas, and our Teen Advisory Board launch for Inland Westerns Southlake Town Square in Southlake, Texas. In addition to winning three Silvers, TDG is proud to have designed the newspaper insert for Galleria Dallas Gold-MAXI-winning-event, Beauty Live, and to have been named a MAXI finalist our Mobile Marketing Initiative for Jones Lang LaSalles Retail Portfolio. ICSC's MAXI Awards honor and recognize the premier marketing, community outreach, sales promotion and specialty leasing campaigns in the shopping center industry. Click here for the complete list of 2010 U.S. Shopping Center MAXI Award Winners. In April of 2009 JLL & The Dealey Group initiated an award winning social media program with 13 malls, including Martinsburg Mall.
  • 6. In 17 short weeks, the 13 Jones Lang LaSalle centers built online communities totaling 7,913 fans.
  • 7. In less than 7 months, the 13 centers were averaging a growth rate of 140 new Millennial Fans per month. That is 86% over the original goal of 75 new Millennial Fans per month.
  • 8. Jones Lang LaSalles social media program garnered additional impressions through national traditional media and press releases.
  • 9. Example in Icsc presentationBy leveraging the popular New Moon character (Edward Cullen), Martinsburg Mall recorded, edited and posted a video featuring key merchandise in the center.
  • 10. A Famous SquirrelAugust of 2009 a squirrel became popular in the media for photo-bombing some hikers. In the following days The Squirrel made several candid appearances at Martinsburg Mall!Results: Myspace: 120 viewsFacebook: 100 views
  • 11. Moms nite outA Social Media Event!1215 Moms with Facebook pages were reachedThat does not include their friends and groups. Announcement of Dell Mini giveaway received over 300 like responses within Two Minutes A chocolate scavenger hunt w/ 15 participating merchants: Moms had to enter the stores to find the chocolate. Results:300 moms participated. That means an additional 300 in traffic for participating stores. Most stores reported at least one sale due to the increase in traffic. 105 subscribers for our weekly email blasts.Cost: $0
  • 12. American EagleSocial Media & LeasingMartinburg Mall hosts an American Eagle at Martinsburg Mall page on Facebook & Myspace.Tweeting American Eagle The Marketing Manager used Twitter to send a post to American Eagle with the links & amount of people.Results:Within two hours American Eagle responded. Conclusion:Social Media gives a voice to the individual.
  • 13. Social Media enables businesses & customers to communicate.