This document is an introduction to a presentation on retail social media strategy. It begins by asking attendees four introductory questions to assess their familiarity with social media. It then provides six lessons learned from interviews with retail real estate professionals, emphasizing how social media can drive sales, the importance of personalization and testing initiatives. It concludes by inviting attendees to follow the presenters for further updates and information on social media solutions.

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Welcome to MORE Vision n°1, the slide version.
This presentation is designed to complement the trend
briefing.

access the
trend briefing here
Discover MAPIC 
MORE Vision is edited by
the international market for retail real estate
professionals, 16/17/18 November 2011, Palais
des Festivals, Cannes, France.
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

2. What is your retail social media strategy?
by
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

3. by
Do you manage social media strategy for a
retailer, shopping center, investor, brand or city center? If so,
you’ll know how difficult it can be to drive innovation within
your own organisation.
We’ve put together this presentation to stimulate ideas, inspire
teams and support innovators like you in managing change.
Please enjoy, customize, share and comment!
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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To kick off your internal meeting* and assess your
audience’s familiarity with social media,
we suggest you start by asking four questions...
* Before you kick off your meeting, we suggest you go through the full trend briefing
‘MORE Vision n°1’, accessible here
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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Have you already met the mayor of your local supermarket?
If you’ve no idea what this question means, click to view video
What is the last product you accessed via a flash code on your mobile?
No, the question has nothing to do with flash mobs, click to view video
What is the last brand that you decided to ‘like’ on facebook?
Oh, so you do like some brands in ‘real life’ but not on facebook ? click to view video
When did you last receive a group-buying opportunity?
No, we’re not talking of a joint present for your best friend’s birthday , click to view video
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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Lesson 1
You need to experience social media
before forming an opinion on it.
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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Now, some lessons gathered
through talking to the following retail real estate
professionals:
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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Lesson 2: The figures show that something is happening ...
55% of US consumers search online for user reviews before buying (Cone inc,
June 2010)*
31 % of daily Twitter users ask their followers’ opinions on products
and services (Edison research & Arbitron Internet, April 2010)*
75% of Facebook users have opted to ‘like’ a brand at some point (Adage,
Ipsos, february 2011)*
* Source: trendwatching.com, a London-based, independent trend firm, scans
the globe for the most promising consumer trends, insights and related
hands-on business ideas. Its free monthly Trend Briefings get sent to more
than 160,000 business professionals in 180+ countries
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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Lesson 3: Your social media investments will pay you back in several ways
“… assessment of the investment value of a shopping centre must now take account of
both quantitative and qualitative factors.The fundamentals must be there but after
that the ability of a shopping centre to adapt and to adopt new ways of retailing come
into the equation’. Sotirios Kotinakis, vice president, special property finance, retail,
AAREAL BANK
‘we are all well aware now that a local problem can go global very quickly and as a
business that means on a broader level that we have to be confident of what we are
doing and be able to stand by our actions’. Philip Clarke, CEO, TESCO
‘We need to work with retailers to provide things like flash sales, which provide
value for us, the retailers and consumers and drive footfall’ Zsolt Kohalmi, chief
investment officer, MEYER BERGMAN.
Access full
interviews here
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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Lesson 4: Social media can be used in various ways to support stores and malls
‘Well-executed campaigns can produce very significant uplifts in sales.’
Edouard Detaille, Co-founder - Managing Director, Forum TV, FORUMINVEST
GROUP
‘Use of social media content to supplement product information in kiosks and
other self service devices also helps to convert browsers to shoppers’ Kenneth
Leung, global retail marketing manager, CISCO
‘Availability is crucial. Anyone can offer product online, but supplying it is
the real issue. Philip Clarke, CEO, TESCO
Access full
interviews here
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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Lesson 5: personalisation is here to stay
‘We have put customer reviews on our Tesco Direct (non-food) website and
they are one of the most used elements by customers.....Views on products
can accelerate sales in a matter of minutes’ Philip Clarke, CEO, TESCO
‘Consumers today are definitely personalising their shopping journey’
Kenneth Leung, global retail marketing manager, CISCO
‘Its about being local for each center....such an approach respects the consumer and
prevent our action from becoming spam’. Edouard Detaille, Co-founder - Managing
Director, Forum TV, FORUMINVEST GROUP
Access full
interviews here
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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Lesson 6: TEST!
‘The property industry is about real things...there are still a lot of
people who don’t know how to use social media and don’t feel
confortable about these new ways of thinking’
Edouard Detaille, Co-founder - Managing Director, Forum TV, FORUMINVEST
GROUP
So our best advice is:
LEARN > TEST > MEASURE > LEARN > TEST > MEASURE > LEARN...
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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Well, it’s time to say goodbye.
We hope you had fun.
If you became a fan...
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011

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....we suggest you follow us, so we stay friends!
Receive regular updates on retail & social media solutions
Receive MORE Vision n°2, ‘Citysummer’* in September click here
Discover MORE Pavilion at next MAPIC, MORE Pavilion is a special MAPIC
the international market for retail real estate exhibition area, grandstanding four key
trends for 2012: multi-channel, culture &
professionals, 16/17/18 November 2011, Palais des
shopping, SLOW and client gratification. In
Festivals, Cannes, France addition the pavilion will showcase new
retailing concepts and innovative
technologies. Retail social media strategy
Discover MAPIC will also be covered in a conference series,
throughout the duration of the event.
* Source: trendwatching.com, a London-based, independent trend firm, scans
the globe for the most promising consumer trends, insights and related
hands-on business ideas. Its free monthly Trend Briefings get sent to more
than 160,000 business professionals in 180+ countries
I Contact: jean-marc.andre@reedmidem.com
MORE Vision is edited by MAPIC - MAPIC ® is a registered trademark of Reed MIDEM - All rights reserved - Reed MIDEM, a member of Reed Exhibitions, © 2011