Taubman o/ verall content strategy
content strategy / Taubman roles Past and Present Real Real estate estate developer developer
Present and Future Real Real estate estate developer developer
+
Content Content publisher publisher
content strategy / mindset of a content publisher
content strategy / cross-channel competitive content The competition currently publishes the following types of content across digital channels: Competition
Seasonal
Lenox Square(Premiere Mall – Simon Properties)
X
Cumberland Mall (Foundation – GGP)
X
Community
Sales & Events
Alerts
Fashion
X
X
X
X
X
X
X
Century City (Outdoor – Westfield)
X
X
Tanger Outlets (Value – Tanger)
X
X
Cross-channel refers to email, social, sms and mobile for the malls listed.
X
X
X
Taubman c/ enter content strategy
content strategy / consumer and content Consumer Behavior
Content Buckets
How How itit relates relates to to me me
Seasonal Seasonal (Ice (Ice Palace) Palace)
How How itit relates relates to to my my community community
Community Community (Taubman (Taubman efforts) efforts)
Why Why II care care
Sales Sales && Events Events (Property/Retail (Property/Retail efforts) efforts)
What What II need need to to know know
Alerts Alerts (Mall (Mall Hours) Hours)
What What II want want to to know know
Fashion Fashion (Tips (Tips & & Trends) Trends)
Internal drivers of content strategy
strategic content mapping / by center type Premiere Premiere Filter: Filter: Upscale/Iconic Upscale/Iconic Seasonal Seasonal (Ice (Ice Palace) Palace)
Community Community (Taubman (Taubman efforts) efforts)
Sales Sales && Events Events (Property/Retai (Property/Retai ll efforts) efforts)
Alerts Alerts (Mall (Mall Hours) Hours)
Fashion Fashion (Tips (Tips & & Trends) Trends)
Foundation Foundation Filter: Filter: Mainstream/Family Mainstream/Family Seasonal Seasonal (Ice (Ice Palace) Palace)
Community Community (Taubman (Taubman efforts) efforts)
Sales Sales && Events Events (Property/Retai (Property/Retai ll efforts) efforts)
Alerts Alerts (Mall (Mall Hours) Hours)
Fashion Fashion (Tips (Tips & & Trends) Trends)
Value Value Filter: Filter: Entertainment/Price Entertainment/Price Seasonal Seasonal (Ice (Ice Palace) Palace)
Community Community (Taubman (Taubman efforts) efforts)
Sales Sales && Events Events (Property/Retai (Property/Retai ll efforts) efforts)
Alerts Alerts (Mall (Mall Hours) Hours)
Fashion Fashion (Tips (Tips & & Trends) Trends)
Outdoor Outdoor Filter: Filter: Community/Destination Community/Destination Seasonal Seasonal (Ice (Ice Palace) Palace)
Community Community (Taubman (Taubman efforts) efforts)
Sales Sales && Events Events (Property/Retai (Property/Retai ll efforts) efforts)
Alerts Alerts (Mall (Mall Hours) Hours)
* Filters by center will be applied to the content received from each mall MSD & ISCs
Fashion Fashion (Tips (Tips & & Trends) Trends)
strategic content mapping / filter application Content Buckets
Filter Application
Channels
Seasonal Seasonal (Ice (Ice Palace) Palace)
Premier Affluence/Presti ge
Mobile Mobile
Foundation Family/Tradition al/Classic
Social Social
Community Community (Taubman (Taubman efforts) efforts) Sales Sales && Events Events (Property/Retail (Property/Retail efforts) efforts) Alerts Alerts (Mall (Mall Hours) Hours) Fashion Fashion (Tips (Tips & & Trends) Trends)
Value Price/Accessibili ty
SMS SMS
Outdoor Seasonal/Dog Friendly
Email Email
strategic content mapping / channel mix Seasonal
Community
Holidays, four seasons, Local outreach, store weather fundraisers, benefits, philanthropic events, family/dog days
Sales & Events Sponsored events, store openings, movies, dining, concerts, sales, discounts
Alerts Center information, hours, way finding, maps, nearby hotels, airports, transportation
Fashion Store openings, lifestyle trends, fashion trends, style guides, celebrity fashion
Desktop Website
X
X
X
X
X
Mobile Website
X
X
X
X
X
Facebook/Twitt er
X
X
X
X
X
X
X
X
SMS On-Premise
X
X
X
X
X
X
X
X
Taubman s/potlight on fashion content
content strategy / competitive content In general, Taubman competitors have focused their digital content and messaging around fashion as the world already knows it.
content strategy / differentiation Through publishing content, Taubman has a unique opportunity to improve the future of content in this category Capturing the voice of the customer as the fashion and shopping expert •
•Regionalizing
content to be specific to current customer conversations around fashion and style trends •Executing
a mix of both push and conversational messaging to ensure strong community engagement and appropriate informationsharing •Creating
engaging digital experiences via SMS, mobile, email and social by focusing on five key content areas
content strategy / launch state At launch we feel that it is best to start with general content that can be used at each center, regardless of type. As we move into a goal state we will want to expand content specific to each center type.
Center Type
Publishing Subjects
Premier
Shop for fashion Seasonal trends
Value
Shop for fashion Seasonal trends
Foundation
Shop for fashion Seasonal trends
Outdoor
Shop for fashion Seasonal trends
content strategy / goal state As we evolve into the goal state we understand that to create this differentiation we must ensure that we align our content with the center category to appeal to the audience that the center is serving. As an example we detailed this in the chart below. Center Type
Fashion Styles
Publishing Subjects
Fashion Editorial Examples
Premier
Artistic eclectic Modern classic
Fashion trends Celebrity fashion Fashion designers
Vogue WWD Vanity Fair
Foundation
Funky urbanite Sporty natural
Fashion on a budget Fashion trends
Elle InStyle
Value
Modern classic Funky urbanite
Fashion on a budget Shop for fashion
MarieClaire Cosmo
Outdoor
Bohemian hippie Sporty natural
Fashion on a budget Celebrity fashion
InStyle MarieClaire
Taubman c/ onsiderations and timing
staffing implications / recommendation •
During the test and learn phase we do not feel the need to hire additional staff
•
Through these efforts we will be able to work with the MSDs to identify if any additional staff would be needed for an extended program
•
We do feel that it would be beneficial to hire a Social Media Manager that works in BHO to be the consolidator and strategic partner for the centers
content calendar strategy / process Strategy Strategyteam teamwrites writescontent contentstrategy, strategy,prepre-content contentcalendar calendar Sept. 30, 2011 Sept. 30, 2011 Strategy/ Strategy/copy copyteam teamcontent contentbrainstorm brainstorm October 3-5, 2011 October 3-5, 2011 Internal Internalreview reviewof ofcontent contentcalendar/content calendar/contentstrategy strategy October 5, 2011 October 5, 2011 Content Contentcalendar calendarpresented presentedto toclient clientwith withcontent contentstrategy strategy October October6, 6,2011 2011 Taubman Taubmanprovides providesfeedback feedbackand andround roundof ofedits edits October October11, 11,2011 2011 Rd Rd22Content ContentStrategy Strategy&&Calendar CalendarRd Rd2: 2:Client ClientReview: Review: October October 14 14Feedback Feedbackdue: due:October October 18, 18, 2011 2011 Social SocialTraining Trainingfor forfield fieldmarketing marketing(MSDs/ISCs): (MSDs/ISCs):October October 19-21, 19-21, 2011 2011
Rd Rd 33Content ContentStrategy Strategy&&Calendar CalendarRd Rd2: 2:Client ClientReview: Review:October October 24 24 Feedback due: October 26, 2011 Feedback due: October 26, 2011 Taubman Taubmanapproves approvesfinal finalcontent contentcalendar. calendar.Studiocom Studiocom implements implements October 28-30, 2011 October 28-30, 2011
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