Stakeholder Engagement is an important process for any operational and redevelopment shopping centre. It’s the plan we put together to provide a roadmap for the way in which we will communicate with stakeholders in order to understand their key issues and spread our key messages.
Throughout the process we take into consideration the community dynamics, describe our approach and talk about the communication tools and techniques which will deliver the plan successfully. Today’s blog post talks about how Shopping Centre Marketing Managers and their teams can leverage Linkedin to assist in the success of their Stakeholder Engagement Plan.
We’re going to look at three different features of the social networking site which you can use:
2. Company Linkedin Pages
3. Connecting and Status Updates
Marketing Managers, Centre Managers, Leasing Executives and Development Managers will all gain insight into a community simply by joining local groups, including chamber of commerce and other business networking groups. This is an opportunity to connect with local businesses who could potentially be impacted by redevelopment. Group members might provide valuable information and connect you to future prospects for leasing, or you might even connect with other local businesses who are interested in cross promotional opportunities at your operational centre. Local not-for-profit community groups might also be active on Linkedin and the shopping centre can participate in relevant discussions or provide opportunities to fundraise in Centre.
To locate a group in your community try searching a suburb, under Groups in the search bar.
If you work in a shopping centre which is about to undergo redevelopment you might like to establish a Linkedin Company Page to keep your stakeholders up to date with everything that is happening on site. All you need to do is create the Linkedin Company Page, fill in the details and encourage people to follow your business on Linkedin. When users follow your Linkedin Company Page they’ll receive status updates in their newsfeed about your business. Marketing Managers and Centre Managers can make regular updates about the progress of redevelopment and drive followers to their website which will likely provide more in depth information.
Operational Shopping Centres might set up a Linkedin Company Page to provide insight into the great work they are doing within the community with updates about sponsorships, fundraising activities, community promotions and community casual leasing.
You can set up a Linkedin Company Page by clicking here.
Marketing Managers, Centre Managers, Leasing Executives and Development Managers can use their personal profiles on Linkedin to connect with various key stakeholders. These key stakeholders might include any of the following:
By connecting with these key stakeholders, team members will be able to see updates in their newsfeed and build relationships with relevant contacts. Your connections will also have the opportunity to see your status updates so start thinking about the types of things you might like to tell your network about.
Click here for five easy status updates Marketing Managers can make on Linkedin.
Now it’s over to you: Is Linkedin part of your Stakeholder Engagement Plan? Even if you are not a shopping centre, these Linkedin features are still useful in creating your own informal Stakeholder Engagement Plan. What steps will you take today to start using Linkedin more effectively in your business?
Author: Celina Johnson
Please feel free to connect with me on Linkedin too, I’d love to follow your shopping centre, retail store or small business.
• 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