GET OPTIMIZED! HOW TO OPTIMIZE YOUR SHOPPING CENTER IN THE ONLINE ENVIRONMENT

Transcription

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2 GET OPTIMIZED! HOW TO OPTIMIZE YOUR SHOPPING CENTER IN THE ONLINE ENVIRONMENT

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4 THINK DIFFERENTLY

5 BUSINESS OBJECTIVE: GET MORE SHOPPERS

6 TRADITIONAL STRATEGY EVENT OR PROMOTION RADIO PRINT DIRECT MAIL ONLINE TRAFFIC TO PROPERTY SALES FOR MERCHANTS

7 NEW STRATEGY USER EXPERIENCE Retail LIST OF MERCHANTS Restaurants Events HAPPENINGS Promotions Regular HOURS OF OPERATION Holiday Events To Location DIRECTIONS Within Location

8 DIGITAL STRATEGY EVENT OR PROMOTION B LI FB YOU www T G Build An Online Communications Machine For Each Node On Your Awareness Network YT SALES FOR MERCHANTS Advertising Natural Search Y! Social Media Website & Landing Pages

9 ONLINE ENVIRNOMENT CONSISTS OF MORE THAN 100+ DIFFERENT SOCIAL MEDIA PLATFORMS TO FIND AND CONSUME INFORMATION

10 TOP 5 SOCIAL MEDIA SEO PUBLIC RELATIONS PPC ADVERTISING MOBILE

11 SOCIAL MEDIA

12 1. TYPE OF PLATFORMS 2. TYPE OF CONTENT Multi Media Offers / Contests Merchant Involvement Matches Platform 3. ENAGEMENT Followers / Fans Likes, Shares, Comments 4. BEST PRACTICES Complete Content Organization SOCIAL MEDIA AUDIT COMPETITION EXPAND PLATFORMS

13 CREATE ENGAGING CONTENT SOCIAL MEDIA

14 SOCIAL MEDIA AUDIT PERFORMANCE OF CONTENT Time of Day Type of Post % Engagement Day of Week Action / CTR Base Audience POST Longevity

15 LEVERAGE ADVERTISING SOCIAL MEDIA WHY SOCIAL MEDIA ADVERTISING: Direct Access to Customer Base Available on multiple platforms Facebook, Twitter, Pinterests, LinkedIn Affordable PPC Model A / B Testing

16 SOCIAL MEDIA SEO CLAIM CONTROL CONTENT - CONVERSE WHAT TO AUDIT: Property Claimed / Verified Updated Content Hours Map Photos Respond to Positive / Negative Reviews

17 SEARCH ENGINE OPTIMIZATION

18 ORGANIC VS. PAID SEARCH SEARCH ENGINE OPTIMIZATION Paid Search Local Search Natural Search

19 SEARCH ENGINE OPTIMIZATION AUDIT SEO FOR ORGANIC SEARCH Keyword Meta Tags Headlines and Sub Headlines Page Content Title and Meta Tags Alt Tags Site Structure WEBSITE Inbound Links

20 SEMANTIC SEARCH SEARCH ENGINE OPTIMIZATION WHAT IS SEMANTIC SEARCH? Study of Meaning Context of search Search history, location, behavior, etc Forcing marketers to market through content in blogs, video, social media, etc.

21 PUBLIC RELATIONS

22 INTEGRATE YOUR P.O.E.M. PUBLIC RELATIONS PAID OWNED EARNED Sponsored Content Advertorial Website Social Media Traditional Media TV, Print, Radio Blog & Online Influencers Brand Blog Viral Buzz

23 FIND YOUR PEEPS PUBLIC RELATIONS Public Figures Tourism Sites Fashion Bloggers Mommy Bloggers Coupon Sites

24 TELL YOUR STORY VISUALLY PUBLIC RELATIONS

25 PPC GOOGLE DISPLAY NETWORK

26 ADWORDS PPC ADVERTISING PPC GDN WHY USE ADWORDS PPC? 1 st Page Listing Generate leads Drive targeted traffic to website Control daily budget Reach customers at the exact moment they are looking for you Pay ONLY for clicks Regional setting Immediate and short-term campaigns

27 GOOGLE DISPLAY NETWORK PPC GDN WHY USE DISPLAY NETWORK: Targeting Options: Contextual Placement Remarketing Interest Topic Geographic and Language Demographic Targeting Tools: Above the Fold Scheduling Frequency Exclusions

28 MOBILE

29 MOBILE 78% INCREASE IN WEBSITE TRAFFIC FROM MOBILE Android devices accounted for 42% of mobile traffic to the website of examined in 1Q13, down from 45% in 1Q12 iphones: 36% of mobile traffic in 1Q13, up from 29% in 1Q12 ipads and ipad Minis: 18% of mobile traffic in 1Q13, consistent with 18% in 1Q12 BlackBerrys: 2% of mobile traffic in 1Q13, down from 3% in 1Q12.

30 MOBILE FOCUS ON INTENT 3 APPROACHES: Responsive Web Design Adapts according to device Dynamic Serving Approach Parallel Mobile Site Approach

31 MOBILE MOBILE ADVERTISING U.S. mobile ads spend in 2013: $8B U.S. mobile ad growth in 2013: 75% U.S. mobile predicted ad growth by 2017: $28B Average time spent with mobile outpacing all other media From 2012 to 2013 time spent on a mobile device increased 48%, TV was down 3%, Radio down 7% and Print down 16%

32 CONCLUSION THINK DIFFERENTLY START WITH CUSTOMER NEEDS AUDIT EXPERIENCE BUILD AN ONLINE COMMUNICATIONS MACHINE SOCIAL SEO PUBLIC RELATIONS PPC ADVERTISING MOBILE

33 THANK YOU