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8/8/2019 Alexander Babbage - Shopping Center Industry Social Media Benchmark Report Year End 2010
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2011AlexanderBabbage,Inc. AllRightsReservedwww.alexanderbabbage.com
ShoppingCenterSocialMedia
BenchmarkReport
YearEnd2010
1201PeachtreeStreetNE,Suite500
Atlanta,GA 30309
Phone:(404)9617600
www.alexanderbabbage.com
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Summary
With
more
than
500
million1
active
users
on
Facebook
and
more
than
175
million2
active
users
on
Twitter, it isapparentwhythesenetworksaregrowing frompersonalcommunicationtoolstooutlets
thatgivebusinessesandbrandsavoiceamongtheircustomersandcompetitors.Withthecompletionof
2010camenewsocialmedia benchmarkdata onU.S.shopping centers 300,000square feetor larger
thatweareexcitedtoshare.SimilartoourotherSocialMediaBenchmarkReports,thisyearendreport
includes data from 1,842 shopping centers in the midst of the social media revolution that is
acceleratinghowwethink,communicate,reactandsharewithpeopleacrosstheworld.
Among all centers studied in Q4,just less than half (47.07%) are on Facebook, while 38.2% have a
Twitter account, a growth rate of 3.8% and 3.1% respectively from Q3 to Q4 2010. Although still
positive,the
lower
growth
in
the
number
of
centers
using
Facebook
and
Twitter
compared
to
previous
quartersshowsthatthefocustowardtheendof2010seemedtobeongrowingexistingFacebookand
Twitter pages rather than on new centersjoining the social media movement. In Q4 we witnessed a
spikeinthenumberofFacebooklikes,indicatingthatcentersarebecomingmoreinvolvedinengaging
customers through social media and using the platform in new ways to increase their shopper base.
Valuecentersexperienced152.9%growth intheaveragenumberofFacebooklikespercenterandthe
industryasawholesawa48.0%increaseinthenumberoflikesfromQ3toQ42010.
1http://www.facebook.com/press/info.php?statistics
2http://twitter.com/about
CenterType
(300,000square
feet
or
larger)
Numberof
CentersStudied
SuperRegionalCenters 432
RegionalCenters 777
LifestyleCenters 522
ValueCenters 94
EntertainmentCenters 17
TotalIndustry 1,842
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PercentageofCentersthatuseFacebookbyCenterType*
CenterTypeQ1'10Percent
withFacebook
Q2'10Percent
withFacebook
Q3'10Percent
withFacebook
Q410Percent
withFacebook
2010
Growth
Q1to
Q4
SuperRegional(432) 35.6% 44.9% 68.5% 70.4% 97.7%
Regional(777)
22.9%
31.1%
45.2%
46.7%
104.0%
Lifestyle(522) 21.5% 26.2% 31.0% 33.3% 55.0%
Value(94) 25.5% 28.7% 30.9% 30.9% 21.0%
Entertainment(17) 41.2% 47.1% 52.9% 52.9% 28.5%
TotalIndustry(1,842) 25.8% 33.0% 46.0% 47.7% 85.0%
*Thedefinitionsofeachcentertypecanbefoundintheappendix.
InQ42010SuperRegionalcentershadthegreatestpresenceonFacebook(70.4%),withnearly20%
morethananyothercentertype,whileValuecentersfelljustbelowLifestylecentersinthelasttwo
quartersandended2010withthelowestpercentageofcentersusingFacebook(30.9%). Regional
centersstayedfairlyonparwiththetotalindustryaverageandexperiencedthegreatestgrowthduring
thecourse
of
2010
at
104.0%
from
Q1
to
Q4.
The
greatest
increase
from
one
quarter
to
another
was
the
jumpinSuperRegionalcentersonFacebookfrom194centersinQ2to296centersinQ3.Thetotal
industryuseofFacebookgrew85.0%in2010.
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Q1 Q2 Q3 Q4
SuperRegional Regional
Lifestyle Value
Entertainment TotalIndustry
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PercentageofCentersthatuseTwitterbyCenterType*
CenterTypeQ1'10Percent
withTwitter
Q2'10Percent
withTwitter
Q3'10Percent
withTwitter
Q410Percent
withTwitter
2010
Growth
Q1to
Q4
SuperRegional(432) 35.0% 42.6% 57.4% 60.6% 73.3%
Regional(777)
19.8%
25.9%
32.0%
33.8%
71.0%
Lifestyle(522) 15.5% 20.9% 23.8% 24.7% 59.4%
Value(94) 53.2% 56.4% 58.5% 70.2% 32.0%
Entertainment(17) 35.3% 41.2% 41.2% 41.2% 16.6%
TotalIndustry(1,842) 24.0% 30.2% 37.1% 38.2% 59.2%
*Thedefinitionsofeachcentertypecanbefoundintheappendix.
AlthoughValuecentersended2010withthelowestpercentageofcentersonFacebook(30.9%),they
continuedtohavethehighestpercentageofcentersusingTwitter(70.2%).Withonly17U.S.centers
300,000squarefeetorlargertotal,thenumberofEntertainmentcentersonTwitter(7)hadremained
thesameforthelastthreequarterscontributingtoitslowgrowthrateofonly16.6%duringtheyear.
Thelargest
growth
was
seen
in
Super
Regional
centers
(73.3%)
which
increased
from
35.0%
of
centers
onTwitteratthebeginningof2010,to60.6%usingTwitterbytheyearsend.LikeFacebook,thehighest
increaseinthepercentageofcentersusingTwittercanbeseenagaininSuperRegionalcentersbetween
Q2(184centers)andQ3(248centers).Theindustryasawholewitnesseda59.2%growthrateduring
2010inthepercentageofcentersusingTwitter.
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Q1 Q2 Q3 Q4
SuperRegional Regional
Lifestyle Value
Entertainment TotalIndustry
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Findings
TheShopping
Center
Industry
as
awhole
has
seen
asteady
increasing
trend
in
2010
for
the
use
of
TwitterandFacebook. AttheendofQ42010,aboutoneineverytwocentersusedFacebook(47.7%),
while38.2%ofcenters300,000squarefeetorlargerhadapresenceonTwitter.InQ1,amongthe1,842
centersstudied,only474centerswereutilizingFacebook.Bytheendoftheyear,thisnumberclimbed
85.0%to879centers.ShoppingcentersuseofTwittersawremarkablechangeaswellin2010.InQ1,
only442ofthestudiedcenterswereonTwitterandbytheendoftheyearthenumberrose59.2%to
704centers.
IndustrywideUseofFacebook
IndustrywideUseofTwitter
25.8 33.0%46.0% 47.7%
UseFacebook DontuseFacebook
UseTwitter DontuseTwitter
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AverageNumberofFacebookLikesbyCenterType
TheaveragenumberofFacebooklikesinQ4was2,407percenter,agrowthof48.0%from1,626likesin
Q32010. Valuecenterssawtremendousgrowthfromanaverageof2,182likespercenterinQ3to
5,519likesinQ4.Entertainmentcenterscontinuetohavethelargestfanbase(8,852),whileregional
centerscontinuetofallbehindforthefourthquarterinarowwithanaverageof1,041likespercenter.
ThehighestnumberofFacebooklikesforanyonecenterwas185,309forthesuperregionalcenterMall
ofAmericainBloomington,MN.During2010,theMallofAmericahascontinuedtohavethehighest
numberoflikesamongallU.S.shoppingcenters300,000squarefeetorlarger.TheFacebookpagegrew
61.1%duringthelastquarterof2010.
1,244
5,655
1,027
1,859
479
1,516
1,563
6,221
1,341
2,064
594
2,167
1,626
7,202
2,182
2,289
684
2,162
2,407
8,852
5,519
2,790
1,041
3,321
2,000 4,000 6,000 8,000 10,000
TotalIndustry(1842)
EntertainmentCenters(17)
ValueCenters(94)
LifestyleCenters(522)
RegionalCenters(777)
SuperRegionalCenters(432)Q4
Q3
Q2
Q1
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AverageNumberofTwitterFollowersbyCenterType
TheaveragenumberofTwitter followerspercenter inQ42010was376,a21.3% increase from the
previousquartersaverageof310followers.LifestylecenterssawthelargestgrowthinTwitterfollowers
forthesecondquarterinarowfromanaverageof572inQ3to703inQ4(22.9%growth).Comparable
toFacebook,entertainmentcenterscontinuedtohavethegreatestfollowingonTwitterforthefourth
quarter inarow(1,645),whileregionalcentershavethe lowestaverage(174).Thehighestnumberof
Twitter followers foranyonecenterwas9,086 for theLifestylecenterTheGrove inLosAngeles,CA.
During 2010 The Grove continued to have the highest number of Twitter followers among all U.S.
shoppingcenters300,000squarefeetorlarger.TheTwitterpagegrew30.5%duringthelastquarterof
2010.
252
1,117
408
479
109
190
281
1,161
431
467
125
248
310
1,407
516
572
145
268
376
1,645
501
703
174
314
2,000 4,000 6,000 8,000 10,000
TotalIndustry(1842)
EntertainmentCenters(17)
ValueCenters
(94)
LifestyleCenters(522)
RegionalCenters(777)
SuperRegionalCenters(432)Q4
Q3
Q2
Q1
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Developers
Among
developers
with
20
or
more
centers,
Simon
Property
Group
and
Pennsylvania
Real
Estate
InvestmentTrustgrewtremendouslyin2010.SimonPropertyGroupstartedtheyearwithonly0.9%of
centersonFacebookandendedtheyearwith74.9%ofcentersonFacebook.PennsylvaniaRealEstate
InvestmentTrustbegan2010with3.2%ofcentersonTwitterandgrew1,598.8%to54.8%ofcenterson
TwitterbytheendofQ42010.Sixofthe11developerswith20ormorecentersexperiencedgrowthof
morethan100%duringthecourseof2010,whilefiveofthe11experiencedgrowth inthenumberof
centers on Twitter. Glimcher continues to be the only developer among those with 20 or more U.S.
centers300,000squarefeetorlargerthathas100%ofitscentersonFacebookandTwitter.
SocialMediaUseAmongDeveloperswith20+Centers
Developer Base
Q110
Percent
with
Facebook
Q410
Percent
with
Facebook
2010
Growth
Facebook
Q1toQ4
Q110
Percent
with
Twitter
Q410
Percent
with
Twitter
2010
Growth
Twitter
Q1toQ4
SimonPropertyGroup 227** 0.9% 74.9% 8222.2% 12.8% 65.3% 410.2%
GeneralGrowthProperties 190 87.9% 88.4% 0.6% 86.3% 86.8% 0.6%
CBL&AssociatesProperties 83 3.6% 24.1% 569.4% 6.0% 15.7% 161.7%
WestfieldCorporation 54 25.9% 66.7% 157.5% 24.1% 44.4% 84.2%
Macerich
5131.4%
98.0%
212.2%
98.0%
98.0%
0.0%
DevelopersDiversifiedRealty 46 8.7% 32.6% 274.7% 4.3% 32.6% 658.1%
JonesLangLaSalle 46 39.1% 73.9% 89.0% 32.6% 56.5% 73.3%
PennsylvaniaR/EInvestmentTrust 31 45.2% 61.3% 35.6% 3.2% 54.8% 1598.8%
ForestCity 24 66.7% 75.0% 12.4% 66.7% 75.0% 12.4%
TheTaubmanCompany 22 0.0% 4.5% 0.0% 4.5%
Glimcher 21 38.1% 100.0% 162.5% 38.1% 100.0% 162.5%
*Acompletelistofthetop25developersbasedonthenumberofcenterscanbefoundintheappendix.
**Inthefourthquarterof2010,12PrimeOutletsbecamePremiumOutletsownedbySimonPropertyGroup(Chelsea)givinga
newbaseof239forQ42010.
NotethedataforSimonPropertyGroupwasaggregatedbySimonPropertyGroup(Chelsea),KravcoSimonandSimonPropertyGroup,Inc.CBL
&AssociatesPropertieswasaggregatedbyCBLRM WacoLLCandCBL&AssociatesProperties,Inc.andForestCitywasaggregatedbyForest
CityCommercialManagement,ForestCityEnterprises,ForestCityManagement,andForestCityRatnerCompanies.
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FacebookTop20
Rank
Q3
Rank
Q4 CenterName Location SquareFeet ManagedBy
Q4#of
Facebook
Likes
1 1 MallofAmerica Bloomington,MN 2,768,399 TripleFiveCorp. 185,309
3 2 KingofPrussiaMall KingofPrussia,PA 2,698,477 KravcoSimonCompany 52,281
2 3 WestfieldGardenStatePlaza Paramus,NJ 2,132,112 WestfieldCorporation 45,072
4 4 TheGalleria Houston,TX 2,350,308 SimonPropertyGroup,Inc. 30,218
5
5
WestfieldValley
Fair
Santa
Clara,
CA
1,478,023
Westfield
Corporation
26,036
8 6 ZonaRosa KansasCity,MO 925,000 Steiner&Associates 22,901
6 7 AsburyPark AsburyPark,NJ 400,000 MadisonMarquette 22,181
7 8 TheWharf OrangeBeach,AL 376,116 AIGBakerS/CPropertiesLLC 20,569
12 9 OpryMills Nashville,TN 1,166,379 SimonPropertyGroup,Inc. 19,182
13 10 AventuraMall Aventura,FL 2,099,164 TurnberryAssociates 18,513
9 11 SantanaRow SanJose,CA 565,000 FederalRealtyInvest.Trust 17,892
12
Palisades
Center
West
Nyack,
NY
2,217,322
Palisades
Center
17,078
11 13 SeminoleParadise Hollywood,FL 350,000 TheCordishCompany 16,400
14 14 TownSquareLasVegas LasVegas,NV 1,000,000 TurnberryAssociates 16,271
10 15 BroadwayattheBeach MyrtleBeach,SC 700,000 Burroughs&ChapinCoInc 16,257
15 16 BelAirMall Mobile,AL 1,334,000 JonesLangLaSalle 15,302
16 17 PierPark PCBeach,FL 504,663 SimonPropertyGroup,Inc. 14,650
17 18 TheGreene Beavercreek,OH 790,000 Steiner&Associates 14,247
20 18 TheGrove LosAngeles,CA 575,000 CarusoAffiliated 14,247
20 TheCosmopolitan LasVegas,NV 300,000 3700Associates,LLC 13,886
Attheendof2010,theMallofAmericaoutrankedtheKingofPrussiaMallby133,028likes.Westfield
GardenStatePlazahadthesecondhighestnumberof likes inQ3,yetbytheendofQ4, it fellbehind
KingofPrussiaMalltorankthird inthe listofTop20centersbasedonthenumberofFacebook likes.
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PalisadesCenter inWestNyack,NYmade theTop20 list forthe firsttimegrowing86.4% from9,162
likes
in
Q3
all
the
way
up
to
the
12
th
spot
with
17,078
likes
at
the
end
of
Q4.
The
Cosmopolitan
in
Las
Vegas,NValsomadetheTop20 listforthefirsttimeandhadthehighestgrowth(370.2%)from2,953
likesinQ3tothe20thspotonthelistwith13,886likesinQ4.TheGroveandTheGreenearetiedatthe
18thspotwith14,247likesattheendof2010.
Top5ShoppingCentersBasedonFacebookLikesGrowthRate
CenterName
Location
Center
Type
Square
Feet
ManagedBy
Q3#of
Facebook
Likes
Q4#of
Facebook
Likes
Percent
Growth
Q3to
Q4
TheCosmopolitan LasVegas,NV LC 300,000 3700Associates,LLC 2,953 13,886 370.2%
PalisadesCenter WestNyack,NY SR 2,217,322 PalisadesCenter 9,162 17,078 86.4%
MallofAmerica Bloomington,MN SR 2,768,399 TripleFiveCorp. 115,060 185,309 61.1%
KingofPrussiaMall KingofPrussia,PA SR 2,698,477 KravcoSimonCompany 36,279 52,281 44.1%
OpryMills Nashville,TN SR 1,166,379 SimonPropertyGroup 13,599 19,182 41.1%
FacebookSpotlight:
Toward the end of the year, more centers
developed creativeways to attract customers to
their Facebook page. Miami International Mall,
owned by Simon Property Group Inc. started a
contestattheendofSeptemberthatranthrough
the end of October with a goal of growing
exposuretotheirFacebookpage.Consumershad
tolike
the
Miami
International
Mall
Facebook
pageinordertoqualifytowina$250giftcardto
themall.At theendofSeptember, themallhad
245likes.Afterthecontestranthemallhad1,286
likes,agrowthrateof424.9%.
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SimonMallscreatedaDealstabonalloftheirFacebookpagesstatingthatusersmustlikethemalls
page
in
order
to
unlock
special
deals,
which
may
have
contributed
to
their
72.3%
growth
rate
in
the
numberofFacebooklikesfromQ3toQ42010.Theyalsousethistabinthebottomrighthandcornerto
showcaseothersocialmediaoutletstheyusesuchasTwitter,YouTube,foursquare,mobileapps,etc.,to
keepcustomersinformedinahightrafficarea.
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IntheNotessectionofthePalisadesCenterFacebook,usershadtheopportunitytolikethecenterand
print
a
coupon
for
a
free
green
shopping
bag
from
11/29
12/29/2010.
Users
had
to
like
the
centers
pagebeforebeing able to redeem the coupon at themalls customer servicedesk. The center even
posted reminderson theirFacebookwall regarding thespecialdeal.When thepromotionended, the
PalisadesCenterlandeditselfonourTop20listbasedonthenumberofFacebooklikesforthefirsttime
andgrew86.4%fromQ3toQ4.
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TwitterTop20
Q3
Rank
Q4
Rank CenterName Location
Square
Feet ManagedBy
Q4#of
Twitter
Followers
1 1 TheGrove LosAngeles,CA 575,000 CarusoAffiliated 9,086
14 2 TheCosmopolitan LasVegas,NV 300,000 3700Associates,LLC 6,353
3 3 MallofAmerica Bloomington,MN 2,768,399 TripleFiveCorp. 5,628
2 4 DanaParkVillageSquare Mesa,AZ 400,000 TripleFiveAZDevelopmentCorp. 5,233
4
5
UniversalCityWalk
Universal
City,
CA
400,000
Universal
CityWalk
3,723
6 6 AtlanticStation Atlanta,GA 1,500,000 JonesLangLaSalle 2,774
13 7 FriscoSquare Frisco,TX 500,000 FriscoSquareDevelopment 2,632
5 8 WinterParkVillage WinterPark,FL 522,000 Casto 2,597
7 9 TheGalleria Houston,TX 2,350,308 SimonPropertyGroup,Inc. 2,580
11 10 PatriotPlace Foxborough,MA 1,300,000 StrategicRetailAdvisors 2,555
12 11 TheAmericanaatBrand Glendale,CA 475,000 CarusoAffiliated 2,369
8 12 ScottsdaleFashionSquare Scottsdale,AZ 2,030,000 ScottsdaleFashionSquare 2,304
9 13 KierlandCommons Scottsdale,AZ 320,000 Westcor 2,219
15 14 EastonTownCenter Columbus,OH 1,500,000 Steiner&Associates 2,125
10 15 Belmar Lakewood,CO 1,200,000 ContinuumPropertyMgmt 2,119
16 16 The900Shops Chicago,IL 450,000 UrbanRetailProperties,LLC 1,922
17 17 AsburyPark AsburyPark,NJ 400,000 MadisonMarquette 1,849
18 18 WashingtonSquare Tigard,OR 1,458,840 Macerich 1,809
19 TheShopsatTheBravern Bellevue,WA 305,000 SchnitzerWest,LLC 1,802
20 PacificPlace Seattle,WA 335,000 PineStreetGroupLLC 1,778
TheTop20listsawsignificantshiftsduringthefourthquarterbasedonthenumberofTwitterfollowers.
TheGrove finished theyearkeeping its topspotwith9,086 followers.The Cosmopolitanexperienced
themostgrowth(230.9%)jumpingfrom14thinQ3to2ndplaceinQ4with6,353followers.PacificPlace
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in Seattle,WAmade the list for the first time going from 1,236 followers to 1,778 followers inone
quarter.
Top5ShoppingCentersBasedonTwitterFollowersGrowthRate
CenterName Location SquareFeet ManagedBy
Q3#of
Twitter
Followers
Q4#of
Twitter
Followers
2010
Percent
Growth
Q3to
Q4
TheCosmopolitan LasVegas,NV 300,000 3700Associates,LLC 1,920 6,353 230.9%
PacificPlace Seattle,WA 335,000 PineStreetGroupLLC 1,236 1,778 43.9%
FriscoSquare Frisco,TX 500,000 FriscoSquareDevelopment 2,009 2,632 31.0%
TheGrove LosAngeles,CA 575,000 CarusoAffiliated 6,960 9,086 30.5%
MallofAmerica Bloomington,MN 2,768,399 TripleFiveCorp. 4,335 5,628 29.8%
NumberofFollowersComparedtoAverageTweetsPerDay Top10Centers
Thechartaboveindicatesageneralcorrelationbetweentheaveragenumberoftweetsperdayandthe
numberoffollowers.TheCosmopolitanhadthehighestgrowthrateinQ4(230.9%)movingitfrom14th
onourlistofTop20centers,to2ndinonequarter.Becauseofthis,itisnotsurprisingthatalongwiththe
5.4
13.6
7.0
3.4
5.4
1.82.8
1.8
3.4
1.5
0
2
4
6
8
10
12
14
16
1,000
2,000
3,000
4,000
5,000
6,000
7,0008,000
9,000
10,000
Q4Followers
Avgtweetsperday
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highestTwitterfollowergrowthrate,TheCosmopolitanalsohadthehighestaveragenumberoftweets
among
the
top
10
centers
(13.6
per
day).
TwitterSpotlight:
OnDecember18th,oneweekbeforeChristmasand inthemidstofbusyholidayshopping,theMallof
America ran a Twitter promotion to reward their loyalTwitter followers,aswellasattract new ones,
withthelureoffreeVIPparkinginwhatthemallcalledtheirBigSecretParkingParty(#bspp).Themall
closedoff96parkingspotsnearoneofcentersentrances,ahotcommodityduringoneofthebusiest
timesoftheyear.TwitterusershadtofollowthemallandprovidetheirTwitterusername inorderto
redeem a ticket through an online reservation system. After the promotion, the Mall of America
increasedtheirfollowersby808peopleinonemonthfrom4,820attheendNovemberto5,628atthe
endof
the
year.
This
is
much
higher
than
their
usual
monthly
increase
of
200
300
followers
per
month,
proving that the Big Secret Parking Party gained a lot of attention for the Mall of America and their
Twitterpage.
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Conclusion
The
use
of
Facebook
and
Twitter
by
U.S.
shopping
centers
is
continuing
to
increase
and
centers
are
beginning to really think outsidethebox when it comes to attracting customers to these virtual
networks.Although inthe lastquarterof2010wesawasmallergrowthrateinthenumberofcenters
joiningFacebookandTwitter,wedidseeamuchhigher increase inthenumberofFacebook likesand
Twitterfollowers.Centershavebeguntostepituptoinvolveandattractcustomerstotheirpageswith
contests,giveaways,andspecialdealstobuildtheirnetworkandgetcustomersinthedoor.
AlexanderBabbage will continuallymonitorsocial media activity in theshoppingcenter industry with
benchmarks published at the beginning of each quarter.For more information about comparing your
centerorportfoliotobenchmarks,contact:
A
AlexanderBabbage,Inc.,isanAtlantabasedfullserviceresearchfirmspecializinginexperientialresearchfordestinations
includingshoppingcenters,professionalsportsteams,retailers,restaurants,theartsandfinancialinstitutions.Ithasthe
deepestexperienceandmostextensivebenchmarksetamongprivateresearchproviders. AlexanderBabbageacquired
StillermanJones&Companyin2007andMAXtrakin2004,makingittheshoppingcenterindustrysleadingproviderof
marketand
shopper
research.
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Definitions
CenterTypeOnlycenters300,000squarefeetorlargerinthecontinentalUnitedStateswereconsidered.
Super Regional Center Similar to a regional center, but because of its larger size, a super regional
centerhasmoreanchors,adeeperselectionofmerchandise,anddrawsfromalargerpopulationbase.
Aswithregionalcenters,thetypicalconfigurationisanenclosedmall,frequentlywithmultilevels.
Regional Center This center type provides general merchandise (a large percentage of which is
apparel) and services in full depth and variety. Its main attractions are its anchors: traditional, mass
merchant,ordiscountdepartmentstoresorfashionspecialtystores.Atypicalregionalcenterisusually
enclosed with an inward orientation of the stores connected by a common walkway and parking
surroundstheoutsideperimeter.
LifestyleCenter Mostoftenlocatednearaffluentresidentialneighborhoods,thiscentertypecatersto
theretailneedsandlifestylepursuitsofconsumerinitstradingarea. Ithasanopenairconfiguration
andtypicallyincludesretailspaceoccupiedbyupscalenationalchainspecialtystores. Thesecentermay
ormaynotbeanchoredbyoneormoreconventionalorfashionspecialtydepartmentstores.
Value Center A center that includes outlet tenants as well as superstores, catalog, retail clearing
houses,offpriceordiscounters,andfoodvendors.
EntertainmentCenter Ashoppingcenterthatencompassestheaters,restaurantsandrelatedretail.
SocialMediaTermsFacebook Apublicationforanorganization,suchasaschoolorbusiness,whichhelpsmembersidentify
eachother;also,anonlineversionofthis,withprofilesincludingapicture,name,birthdate,interests,
etc.
Twitter Aninformationnetworkmadeupof140charactermessages,typicallysentastextmessages.
Tweet AmessagepostedviaTwittercontaining140charactersorfewer.
Follow TofollowsomeoneonTwittermeanstosubscribetotheirTweetsorupdatesonthesite.
Follower AfollowerisanotherTwitteruserwhohasfollowedyou.
Dataandcountsareeffectiveasofthemeasurementdate12/31/2010.
DictionaryofShoppingCenterTerms,ThirdEdition
TwitterGlossary
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Appendix
Top25
Developers
Based
on
Number
of
Centers.
FacebookandTwitterusageamongeachdeveloperscentersof300,000squarefeetorlarger
Developer Base
Q3%with
Facebook
Q4%with
Facebook
%Growth
fromQ3to
Q4
Q3%with
Twitter
Q4%with
Twitter
%Growth
fromQ3to
Q42
SimonPropertyGroup* 227 81.7% 74.9% 8.3% 74.8% 65.3% 12.7%
GeneralGrowthProperties 190 88.4% 88.4% 0.0% 86.8% 86.8% 0.0%
CBL&AssociatesProperties 83 19.3% 24.1% 24.9% 12.0% 15.7% 30.5%
WestfieldCorporation 54 55.6% 66.7% 19.9% 40.7% 44.4% 9.2%
Macerich
51
98.0%
98.0%
0.0%
98.0%
98.0%
0.0%
DDR 46 32.6% 32.6% 0.0% 32.6% 32.6% 0.0%
JonesLangLaSalle 46 65.2% 73.9% 13.4% 52.2% 56.5% 8.3%
PennsylvaniaR/EInvestmentTrust 31 58.1% 61.3% 5.5% 3.2% 54.8% 1,613.7%
ForestCity 24 75.0% 75.0% 0.0% 75.0% 75.0% 0.0%
TheTaubmanCompany 22 0.0% 4.5% 0.0% 0.0% 0.0%
Glimcher 21 100.0% 100.0% 0.0% 100.0% 100.0% 0.0%
PrimeRetailManagement 19 10.5% 10.5% 0.0% 0.0% 0.0% 0.0%
KimcoRealtyCorporation 18 5.6% 5.6% 0.0% 0.0% 0.0% 0.0%
InlandUSManagementLLC 17 52.9% 52.9% 0.0% 17.6% 17.6% 0.0%
TheCafaroCompany 17 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
TangerFactoryOutletCenters,Inc 16 93.8% 93.8% 0.0% 93.8% 93.8% 0.0%
REDDevelopment 16 43.8% 50.0% 14.3% 31.3% 31.3% 0.0%
CBRichardEllis 16 18.8% 18.8% 0.0% 18.8% 18.8% 0.0%
VornadoRealtyTrust 15 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Casto 14 21.4% 21.4% 0.0% 21.4% 21.4% 0.0%
Westcor 13 76.9% 76.9% 0.0% 84.6% 84.6% 0.0%
Centro 11 27.3% 27.3% 0.0% 9.1% 9.1% 0.0%
MadisonMarquette 9 77.8% 77.8% 0.0% 66.7% 66.7% 0.0%
MidAmericaRealEstateGroup 9 11.1% 11.1% 0.0% 11.1% 11.1% 0.0%
Poag&
McEwen
Lifestyle
Ctrs,
LLC
9
44.4%
44.4%
0.0%
44.4%
44.4%
0.0%
TheSemblerCompany 9 11.1% 11.1% 0.0% 0.0% 0.0% 0.0%
ThePyramidCompanies 9 100.0% 100.0% 0.0% 22.2% 22.2% 0.0%
VestarDevelopment 9 77.8% 77.8% 0.0% 55.6% 55.6% 0.0%
**Inthefourthquarterof2010,12PrimeOutletsbecamePremiumOutletsownedbySimonPropertyGroup(Chelsea)givinga
newbaseof239forQ42010.
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Developer Aggregatedby
SimonPropertyGroup SimonPropertyGroup,Inc.,SimonPropertyGroup(Chelsea),KravcoSimonCompany
GeneralGrowthProperties GeneralGrowthProperties,Inc.,c/oCityofTrotwood,c/oGrandTetonMall
CBL&AssociatesProperties CBL&AssociatesProperties,CBL&AssociatesProperties,Inc.,CBMRMWacoLLC
JonesLangLaSalle JonesLangLaSalle,c/oAshtabulaTowneSquare
ForestCity
ForestCityEnterprises,ForestCityCommercialManagement,ForestCityManagement,
ForestCityRatnerCompanies
Inland
InlandSouthwestManagement,InlandAmericanRetailMgmt LLC,InlandCommercial
PropertyMgmt,InlandPacificPropertySvcsLLC,InlandUSManagementLLC,Inland
ContinentalPropertyMgmt.
Red
Development
RED
Development
,
RED
Asset
Management,
Inc.
CBRichardEllis CBRichardEllis,CBRELouisville,CBRE/MEGA
VornadoRealtyTrust VornadoRealtyTrust,Vornado/CharlesE.Smith
ThePyramidCompanies ThePyramidCompanies,c/oAvitationMall
VestarDevelopment VestarDevelopment,VestarPropertyMgmt,c/oVestarDevelopmentCo.
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FacebookUsebyCenterType
TwitterUsebyCenterType
35.6%
22.9% 21.5%25.5%
41.2%44.9%
31.1%26.2%
28.7%
47.1%
68.5%
45.2%
31.0%30.9%
52.9%
70.4%
46.7%
33.3%
30.9%
52.9%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
SuperRegional
Centers
RegionalCenters LifestyleCenters ValueCenters Entertainment
Centers
Q1 Q2 Q3 Q4
35.0%
19.8%15.5%
53.2%
35.3%
42.6%
25.9%20.9%
56.4%
41.2%
57.4%
32.0%
23.8%
58.5%
41.2%
60.6%
33.8%
24.7%
70.2%
41.2%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
SuperRegional
Centers
RegionalCenters LifestyleCenters ValueCenters Entertainment
Centers
Q1 Q2 Q3 Q4
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FacebookUsebyRegion
TwitterUsebyRegion
26.2% 23.7% 23.7%
31.0%33.1% 30.3% 31.6%
39.8%45.1% 43.7% 43.4%
53.2%46.7% 45.0% 44.7%
56.1%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
ICSCNortheast
Regions1and2
ICSCSouthRegions
3,4,and5
ICSCMidwest
Regions6and7
ICSCWestRegions
8and9
Q1
Q2
Q3
Q4
17.0%20.0%
22.6%
37.8%
21.5%25.6%
30.1%
44.6%
30.3%36.5% 33.9%
50.7%
36.3%36.5% 35.5%
51.5%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
ICSCNortheast
Regions1and2
ICSCSouthRegions
3,4,and5
ICSCMidwest
Regions6and7
ICSCWestRegions
8and9
Q1
Q2
Q3
Q4
3.5% 3.2%
4.5%
5.5%3.0%
1.4%0.0%19.8%
%Change
Q3toQ4
%Change
Q3toQ4
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Number Region Division States
1 Northeast NewEngland Connecticut,Maine,Massachusetts,NewHampshire,RhodeIsland,Vermont
2 Northeast MidAtlantic NewJersey,NewYork,Pennsylvania
3 South SouthAtlantic
Delaware,DistrictofColumbia,Florida,Georgia,Maryland,NorthCarolina,South
Carolina,Virginia,WestVirginia
4 South EastSouthCentral Alabama,Kentucky,Mississippi,Tennessee
5 South WestSouthCentral Arkansas,Louisiana,Oklahoma,Texas
6 Midwest EastNorthCentral Illinois,Indiana,Michigan,Ohio,Wisconsin
7 Midwest WestNorthCentral Iowa,Kansas,Minnesota,Missouri,Nebraska,NorthDakota,SouthDakota
8 West Mountain Arizona,Colorado,Idaho,Montana,Nevada,NewMexico,Utah,Wyoming
9 West PacificDivision California,Oregon,Washington