social media for retail centers
TRANSCRIPT
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
USES
Advertising Engagement
ADVERTISING
ADVERTISINGThe Collection
ENGAGEMENTThe Collection
USESAdvertising Support Engagement
ADVERTISING
ENGAGEMENT
ENGAGEMENT
ENGAGEMENT
TOOLS
TOOLS
Q+A
Drew McGray