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Anne Kavanagh Kavanagh Communications

Social Media ... a fundamental shift in the way we communicate. Anne Kavanagh Kavanagh Communications. What is social media?. It’s like taking your brand to a cocktail party and mingling with guests

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Anne Kavanagh Kavanagh Communications

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  1. Social Media ... a fundamental shift in the way we communicate Anne Kavanagh Kavanagh Communications

  2. What is social media? It’s like taking your brand to a cocktail party and mingling with guests Ultimately it’s about engaging with online communities to generate exposure, footfall and sales! BUT . . . Don’t turn up when uninvited or uninformed!

  3. Time flies • Insert slide 5 of 101026 Social Media for Shopping centres TOTAL • Dawn : PLEASE IMPROVE ON IT AND ADD IN AUGMENTED REALITY AT THE TOP OF THE LIST PLEASE

  4. Wish you were here? • Insert slide 7 of 101026 Social Media for Shopping centres TOTAL • (the map)

  5. WHAT’S RIGHT FOR YOU? • Insert slide 8 of 101026 Social Media for Shopping centres TOTAL • DAWN : CHANGE IMAGE A LITTLE – CHK WITH JANE AS SHE MAY HAVE ALREADY DONE THIS ON ANOTHER PRESENTATION

  6. WHAT’S GOING ON IN OTHER CHANNELS

  7. Why take social media seriously? 1. Your Reputation is at stake 2. Long term brand awareness 3. Cultivation of retailer and shopping trust 4. Search engine positioning benefits 5. Cultivation of multiple brand ambassadors online 6. Reach further 7. Fast, easy, distribution of key messages 8. Cost effectiveness and ability to understand ROI more effectively 9. Real time market intelligence

  8. Likes: 1.97 MILLION people like this

  9. DAWN PLEASE ADD A SCREEN GRAB FROM LEVI’S FACEBOOK PAGE

  10. GAP Facebook: 872,324 People Like This

  11. DAWN PLEASE ADD A SCREEN GRAB FROM GAP FACEBOOK PAGE

  12. Starbucks: driving sales, sharing offers

  13. Volkswagen Skoda: increasing sales volumes through collaborative shopping

  14. French Connection: first retailer to launch TV shopping channel French Connection: first retailer to launch TV shopping channel http://www.youtube.com/watch?v=OWNvNrv3VwE&feature=player_embedded

  15. IKEA: integrating communications content across online to traditional media

  16. Starbucks: driving sales, sharing offers

  17. BURBERRY ART OF THE TRENCH FACEBOOK SCREEN GRAB PLUS TWITTER AND OTHER STUFF THEY ARE DOING

  18. What can Social Media do for Travel Retail? COMMERCIAL VALUE BRAND VALUE Drive footfall, boost sales, enhance offer Generate loyalty, shopper understanding • Encourage fandom and engagement to maintain/improve brand reputation and awareness and to meet commercial objectives • Promote reasons to shop - events, retail offers - to drive footfall and sales • Generate loyalty to become a shopping destination of choice • Understand your shoppers better and let them help you to develop your offer (tenant mix, retail theatre, services etc)

  19. How? By incentivising fandom to build numbers engaging with your destination/brand Reward fans with exclusive offers/prizes Incentivise fans to get friends and family signing up Cross-communicate with website and other social networks - identify any correlation in members between website/Facebook/Twitter Link to retail and brand partners’ social media to joint leverage profile

  20. ...and by encouraging conversations that drive footfall and sales • Set expectations about your retail destination to drive visits • Leverage excitement around retailers/brands/exclusives to create desire • Leverage excitement around topical news and link back to your retail offer Get people talking: Measure the impact on footfall and sales Broadcasting TRAVEL RETAIL CONSUMER Conversations Feedback

  21. Four Levels of Social Media Engagement Drive footfall, boost sales Level 1: Listen, tell Level 2:Listen, tell, inform Level 3: Listen, tell, inform, reward Level 4: Listen, tell, inform, reward, engage Generate loyalty, shopper understanding

  22. WHAT’S COMING UP NEXT? • Dawn : Insert text from slide 12 of 101026 Social Media for Shopping centres TOTAL change group buying to collaborative buying and insert Location based/geo positioning networks (says ‘geo positioning networks’ only at present) • + CHANGE IMAGE– CHK WITH JANE AS SHE MAY HAVE ALREADY DONE THIS ON ANOTHER PRESENTATION AND GET BULLETS TO POP IN ONE AFTER THE OTHER PLEASE

  23. A NEW KIND OF REALITY http://www.youtube.com/watch?v=b64_16K2e08

  24. http://www.youtube.com/watch?v=LGwHQwgBzSI&NR=1&feature=fvwp

  25. A journey of a thousand miles begins with a single step ~ Confucius CHOOSE WHAT YOU’RE FIT FOR AND WHAT’S RIGHT FOR YOU

  26. Level 1: A brown, lace up walking boot

  27. Level 2: I go walking in my boots

  28. Level 3: Come walking with us

  29. Level 4: We go to all the best places!

  30. www.kavanaghcommunications.com Best PR Campaign European Excellence Awards 2008 E: anne@kavanaghcommunications.com @annekavanagh

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