I’m curious… how do you use Linkedin?
If you’re like most people I know, then you are simply connecting with people from your current/previous employer or those people you have met at various work functions (either from within your trade area or from within the shopping centre industry). If this is the case then you have the opportunity to start working these connections and build a relationship with them. One of the easiest ways to do this is by making status updates via your Linkedin profile. Status updates and activity from within your network shows up on your Linkedin home screen when you first log in and any status updates you make can either go out to your connections or everyone. If you make status updates regularly and keep the information relevant to your connections it could assist in raising the profile of your Centre locally and you could establish yourself as a strategic industry professional. To help you out, I’ve developed 5 easy topics you can use as a shopping centre marketing managers to keep your Linkedin network up to date.
1. Shopping Centre Marketing Awards
It doesn’t matter whether you win or lose , simply making the finals in a Marketing Award is a big deal and you should let people in your network know about it. A Linkedin status update is the perfect way to highlight to current and prospective employers that you participate in award submissions and that your marketing efforts are valuable enough to be recognised by the industry. Naturally you will want to make sure that the update you send out to your network is not seen as being cocky but something simple like this would do the trick: ‘We are proud to be a finalist in the PCA, Shopping Centre of the Year Awards, congratulations to all finalists. Take a look at all of the finalists at this link.’
2. Positive Press
It’s rewarding to see your shopping centre recognised publicly for positive initiatives, these days this might take the form of press articles, online blogs, magazine articles or even positive customer comments through social networking sites. Positive press is great to share because local connections will most likely support you in spreading the word to their connections, they can do this by clicking like or commenting underneath your status update. Industry connections might find the information useful too because they could apply the initiatives in their Centre or alternatively an industry magazine/blog could pick the story up and further highlight the project. An example of a Linkedin status update in this instance might be something like this: ‘Shopping Centres are always working hard with the community to reduce teen violence and incidents in Centre, take a look at this article on our Shopping Centre about a recent initiative we’ve introduced. I hope you find it interesting.’
3. Centre Services
As shopping centre services continue to evolve to meet the needs of the community this is another opportunity to alert your local connections about new services available in Centre or highlight the new initiative to your industry connections. This kind of status update can once again assist in boosting awareness locally of your Centre and demonstrate to industry professionals that you are breaking new ground. This is the perfect time to add a link to your website which explains the new service in detail as part of the status update.
4. Centre Promotions/Events/Offers
Next time you have a promotion, event or offer which might be suitable to share with your Linkedin connections why not develop a status update and tell them about it. Most times you will no doubt have the information available on your website or Facebook page so this is the perfect opportunity to add a link to drive traffic. Local connections might be part of the event as a sponsor and share the update with their connections, they are also no doubt part of your loyal shopping community so they will of course be interested in claiming the offer or attending the event. Your status update might say something like this ‘If you live in Brisbane, you might be interested in our in Centre event this Saturday which is benefiting The Heart Foundation. For more details take a look at this link.’ You want to make sure that this type of status update is not spammy but relevant to your connections.
5. Centre Redevelopment Updates
Centre Redevelopments are always of interest to locals and people within the shopping centre industry. If you are distributing a newsletter, blogging about your Centre redevelopment or even uploading photos to Facebook you can use these links to distribute a status update to your Linkedin connections. Your status update might say something like this: ‘Coles has just opened their brand new concept store as stage 1 of the redevelopment at XYZ Shopping Centre, take a look at this link.’
Making status updates is just one opportunity to make the most of your presence on Linkedin. Remember to be active and reciprocate likes, comments and shares on other people’s status updates if they are of interest to you and your connections too.
Now it’s over to you: What other topics would you use to keep your connections up to date and stay top of mind? Do you believe that these topics would be of interest to your connections? Would they assist you in building relationships and growing your connections? As a Marketing Manager in the industry would you like to see what your peers are up to? Please let me know your thoughts in the comments below this blog post.
Author: Celina Johnson, iSocialize
• Customised social media set up
• Daily Monitoring of your social media
• Marketing Plans and Strategies
• Experienced in Shopping Centres
• Experienced in Retail
• Experienced in Small Business
• Media trained
• Experienced in stakeholder liaison