Recently a colleague asked if I thought we should set up a Facebook page for a neighbourhood shopping centre that was getting ready to open in a small suburb of Western Australia. She was concerned that the page would only be used for the launch event and that ongoing management would be impossible due to limited funds and labour. In spite of this my immediate response was an overwhelming YES, but of course, we needed to back up this decision with evidence for the shopping centre owners. Today I’m going to share with you some of the things we took into consideration and the overall results.
The local area had a Facebook penetration of 54% which when compared to Australia (at 56%) was exceptional. In addition to this 74% of dwellings in the area had an internet connection compared to just 65% for the entire Commonwealth Electorial Division, further demonstrating the use of technology by the local population.
According to the Yellow Social Media Report 2014, Facebook was the most popular social networking site in Western Australia with 97% of respondents saying that they use the site. The average age of the demographic in question was 32 years and the same report identified that 94% of people aged 30-39 years use Facebook. Lastly the Centre was located in an area with a high ratio of families and grand opening activity targeted this market, therefore as far as social networking sites go, Facebook was once again an obvious choice given its popularity across the generations.
The Facebook page was set up and within 24 hours the Centre had over 500 fans! This was achieved with zero Facebook advertising, zero competitions, three posts on the Facebook page and a couple of messages to key Facebook groups and pages within the suburb. Whilst 500 Facebook fans might not seem like a lot, it’s a great start and it’s more than most neighbourhood shopping centres will achieve in one year! In fact 500 fans in this instance is equivalent to 6% of the trade area’s population, which is awesome for less than 24 hours of operation. This result whilst not always achievable in every situation, clearly demonstrates the buzz and excitement that the community had for the opening of their new local shopping centre.
After the launch event in Centre, the Facebook page had just over 1,300 Facebook fans, which equates to over 15% of the local population. Whilst the Centre had limited funds and resources for ongoing marketing the Facebook page can now be used by retailers and centre management to communicate key events, campaigns, community information, retailer offers and much more.
If you’re not sure if your neighbourhood sized shopping centre should be using Facebook or other social networking sites, contact us to find out more!
• 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