SOCIAL MEDIA MARKETING

• Martinsburg Mall initiated social media marketing in 2008. Two months after we installed free Wifi in the food court.

• Guest Service 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 rue21– Claires

BRIEF HISTORY

Business cards were distributed to area high schools in Berkeley & Jefferson County.Events were set up on Facebook & Myspace. No other forms of advertising were used: budget freeze under Prime Retail

Results: Thursday: 85% up from planFriday: 303% up from planSaturday: 309% up from planSunday: 297% up from plan

• Initiated Claire’s at Martinsburg Mall• Over 1,000 friends• Several hundred international friends• I contacted Claire’s marketing department.– Concerning all the international friends we had.

• They initiated their own Fanpage.• They emailed me thanking me for the help.• Claire’s had Facebook shut down all ancillary sites

including ours.

• Initiated Social Media Program in January, 2008• Facebook: 2 months over 1,000 friends!– Facebook Admin. closed our page twice.

• Developed a successful group– American Eagle at Martinsburg Mall; 921 supporters.

• Current friends: 342 people

BRIEF HISTORY

BRIEF HISTORY

• Initiated Social Media Program in January, 2008• Myspace: 1,068 friends• Developed a successful group– American Eagle at Martinsburg Mall; 1071

supporters.

BRIEF HISTORY

• Initiated Social Media Program in April, 2009• Twitter: 247 followers• Tweet deck: A twitter tool.– Follows Tweets & Facebook posts.– Posts to Twitter, Facebook, Myspace– Monitors any post/tweet with Martinsburg Mall in it.

The 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 LaSalle’s Retail Portfolio, our “Scene@TheShops” Social Media campaign for Inland Western’s Shops at Legacy in Plano, Texas, and our Teen Advisory Board launch for Inland Western’s 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 LaSalle’s 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.

AWARD WINNING INITIATIVE

• 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.

Jul Aug Sep Oct Nov Dec Jan -

200

400

600

800

1,000

1,200

1,400

12

196

364 433

501

789

982

17

226

427

519

609

984

1,224

Average JLL Fan Numbers

Avg. Millennial FansAvg. Total 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 LaSalle’s social media program garnered additional impressions through national

traditional media and press releases.

By leveraging the popular New Moon character (Edward Cullen), Martinsburg Mall recorded, edited and posted a

video featuring key merchandise in the center.

EXAMPLE IN ICSC PRESENTATION

A FAMOUS SQUIRREL• August 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 views– Facebook: 100 views

MOM’S NITE OUT• A Social Media Event!• 1200 Mom’s with Facebook

pages have been reached in TWO WEEKS.– That does not include their

friends and groups.

• Announcement of Dell Mini giveaway received over 300 “like” responses within Two Minutes.