social media for retail centers

SOCIALIZE TCRP Social Strategy +Best Practices

WHY

WHY

Average American 2.0 hr / day

Millennial 3.2 hr / day

TV Consumption 2.8 hr / day

US DOL Labor Statistics / Nielsen Media Research

WHY

Smart Phone Penetration 56%

Mobile Phone Penetration 91%

Mobile Exclusive 50%

WHY

There are more mobile devices than people

Devices surpasses PCs for shopping in 2013

Media convergence

What’s the plan stan?

STRATEGY

It’s connected

It’s branded

It’s on-point

It’s relevant

STRATEGYCalifornia Cool

Hip, edgy, witty

Sun-drenched photos

Too cool for school

!

STRATEGY

@TheCollectionRP: Cheers to us being the hottest thing in Oxnard

OLD COOLTelevision Digital

NEW COOLTelevision Digital

HAPPINESS

Engagement

Meaning

HAPPINESSEndowments (In The Genes), physical status: health, genetics, age

Pleasure Purely about pleasure in-the-moment

Engagement Connections to family, work, hobbies

Meaning “The big picture” “Who am I?”

INSID

E

OUT

Endowments

Pleasure

Engagement

Meaning

Endowments

Pleasure

Engagement

Meaning

SOCIETY INDIVIDUAL

REVOLUTIONARY

EVOLUTIONARY

HAPPINESSBFF Friends are numero uno

No Body’s Perfect More realistic image, better health

Virtual & F2F Little distinction between virtual and F2F relationships

Unplugged Meltdown Technology will stress…only when it is unavailable!

Uniquely Genetic Self expression will be tempered by the need to fit in, rather than rebel

Source: MTV Research & Strategic Insights

NEW COOLFactors

Authentic Voice

Counterculture

Self-directed

Original

AuthenticSpeak to users as if you’re friends.

Cecelia Lopez @LopezCecelia

@TheCollectionRP haha whats up collection?

The Collection at RiverPark @TheCollectionRP

@LopezCecelia Well it’s Friday night, so we’re raging at @YardHouse of course.

Yard House @YardHouse

@LopezCecelia @TheCollectionRP Have fun!

CountercultureThe Merchants of Cool

The Collection at RiverPark @TheCollectionRP

Unloading the bank account at @HM and @CharmCharlie. #SundayFunday

The Collection at RiverPark @TheCollectionRP

This outfit from @Windsorstore is EVERYTHING.

Self-Directed

OriginalIt’s not about retail.

Think funny, write smart.

Laughter = happy.

Happy = engaged.

Nutshell…Know what’s cool

Content is key

Copy tone / brand voice

It’s not about retail

Media makes it work

TWITTER

USES

Advertising Engagement

ADVERTISING

ADVERTISINGThe Collection

ENGAGEMENTThe Collection

FACEBOOK

USESAdvertising Support Engagement

ADVERTISING

ENGAGEMENT

ENGAGEMENT

ENGAGEMENT

TOOLS

TOOLS

Q+A

Drew McGray