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Shopping Center Industry Social Media Who's Doing What Q3 2010

Shopping Center Industry Social Media Who's Doing What Q3 2010

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Published by center_social
A Q3 2010 benchmarking study examining the use of social media by shopping centers in the United States from Alexander Babbage, a leading market and consumer research company based in Atlanta, Georgia.
A Q3 2010 benchmarking study examining the use of social media by shopping centers in the United States from Alexander Babbage, a leading market and consumer research company based in Atlanta, Georgia.

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Published by: center_social on Aug 16, 2010
Copyright:Attribution Non-commercial

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05/24/2012

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©
 
2010
 
 Alexander 
 
Babbage,
 
Inc.
 
 All 
 
Rights
 
Reserved 
 
www.alexanderbabbage.com
 
Shopping
 
Center
 
Social
 
Media:
 
Who’s
 
Doing
 
What?
 
Q3
 
2010
 
1201
 
Peachtree
 
Street
 
NE,
 
Suite
 
500Atlanta,
 
GA
 
30309Phone:
 
(404)
 
961
7600www.alexanderbabbage.com
 
 
Shopping
 
Center
 
Social
 
Media:
 
Who’s
 
Doing
 
What?
 
Q3
 
2010
 
©
 
2010
 
 Alexander 
 
Babbage,
 
Inc.
 
 All 
 
Rights
 
Reserved 
 
2
 
www.alexanderbabbage.com
 
Summary
 
With
 
emerging
 
technologies,
 
brands
 
and
 
businesses
 
are
 
discovering
 
newer
 
and
 
more
 
innovative
 
ways
 
to
 
reach
 
out
 
to
 
customers.
 
It
 
is
 
becoming
 
easier
 
than
 
ever
 
before
 
to
 
leverage
 
these
 
media
 
platforms
 
in
 
marketing
 
and
 
customer
 
relationship
 
strategies.
 
How
 
many
 
shopping
 
centers
 
are
 
really
 
taking
 
full
 
advantage
 
of 
 
this
 
outlet?
 
Who
 
is
 
doing
 
it,
 
and
 
who
 
is
 
doing
 
it
 
right?
 
In
 
collecting
 
social
 
media
 
benchmark
 
data
 
for
 
shopping
 
centers,
 
Alexander
 
Babbage
 
has
 
quantified
 
online
 
presence
 
for
 
those
 
centers
 
participating
 
in
 
the
 
popular
 
social
 
media
 
outlets,
 
Facebook
 
and
 
Twitter,
 
and
 
concluded
 
that
 
the
 
number
 
of 
 
Facebook
 
and
 
Twitter
 
accounts
 
in
 
the
 
observed
 
1,842
 
U.S.
 
shopping
 
centers
 
300,000
 
square
 
feet
 
or
 
larger
 
is
 
continuing
 
to
 
climb.
 
Social
 
Media
 
channels
 
for
 
business/customer
 
interaction
 
are
 
rapidly
 
becoming
 
mainstream,
 
and
 
those
 
who
 
have
 
yet
 
to
 
take
 
advantage
 
of 
 
this
 
trend
 
may
 
be
 
missing
 
an
 
important
 
opportunity.
 
The
 
number
 
of 
 
centers
 
with
 
an
 
online
 
presence
 
in
 
social
 
media
 
during
 
Q3
 
’10
 
has
 
changed
 
notably.
 
Among
 
all
 
centers
 
studied
 
in
 
Q3,
 
nearly
 
one
in
three
 
are
 
on
 
Facebook
 
(608)
 
and
 
Twitter
 
(557).
 
Entertainment
 
centers
 
have
 
the
 
highest
 
percentage
 
of 
 
Facebook
 
pages
 
(41.7%),
 
while
 
value
 
centers
 
have
 
the
 
strongest
 
presence
 
on
 
Twitter
 
(56.4%).
 
With
 
the
 
exception
 
of 
 
value
 
centers,
 
U.S
 
shopping
 
centers
 
are
 
utilizing
 
Facebook
 
more
 
than
 
Twitter.
 
Between
 
Q2
 
’10
 
and
 
Q3
 
’10,
 
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
 
(34.7%).
 
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%
 
Center
 
Type
 
(300,000
 
square
 
feet
 
or
 
larger)
 
Number
 
of 
 
Centers
 
Studied
 
Super
 
Regional
 
Centers 432Regional
 
Centers 777Lifestyle
 
Centers 522Value
 
Centers 94Entertainment
 
Centers 17
Total
 
Industry 1,842
 
 
Shopping
 
Center
 
Social
 
Media:
 
Who’s
 
Doing
 
What?
 
Q3
 
2010
 
©
 
2010
 
 Alexander 
 
Babbage,
 
Inc.
 
 All 
 
Rights
 
Reserved 
 
3
 
www.alexanderbabbage.com
 
Findings
 
Nearly
 
one
in
four
 
(23.1%)
 
shopping
 
centers
 
still
 
do
 
not
 
have
 
a
 
website
 
as
 
of 
 
Q3
 
2010.
 
Social
 
media
 
however,
 
has
 
proven
 
to
 
be
 
a
 
rapidly
 
evolving,
 
useful
 
platform
 
for
 
marketing
 
professionals
 
and
 
the
 
use
 
of 
 
Facebook
 
and
 
Twitter
 
among
 
U.S.
 
shopping
 
centers
 
300,000
 
square
 
feet
 
or
 
larger
 
is
 
on
 
the
 
rise.
 
As
 
of 
 
Q3
 
2010,
 
33.0%
 
of 
 
all
 
centers
 
studied
 
had
 
a
 
Facebook
 
page
 
and
 
30.2%
 
of 
 
centers
 
had
 
a
 
Twitter
 
account.
 
From
 
Q2
 
‘10
 
to
 
Q3
 
‘10,
 
the
 
use
 
of 
 
Facebook
 
has
 
grown
 
by
 
27.9%,
 
while
 
the
 
use
 
of 
 
Twitter
 
has
 
grown
 
by
 
25.8%.
 
Industry
Wide
 
Social
 
Media
 
Use
 
n
 
=
 
1,842
 
As
 
of 
 
Q3
 
2010,
 
609
 
U.S.
 
shopping
 
centers
 
300,000
 
square
 
feet
 
or
 
larger
 
had
 
a
 
Facebook
 
page,
 
and
 
555
 
centers
 
had
 
a
 
Twitter
 
account.
 
The
 
average
 
number
 
of 
 
Facebook
 
fans
 
was
 
1,563
 
per
 
center,
 
which
 
was
 
up
 
25.6%
 
from
 
1,244
 
in
 
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
 
was
 
83,645
 
for
 
the
 
super
 
regional
 
center
 
Mall
 
of 
 
America.
 
76.9%25.8%24.0%76.9%33.0%30.2%
0.0%20.0%40.0%60.0%80.0%100.0%Website Facebook Twitter
Q2
 
Q2 Q2Q3
 
Q3Q3

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