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6.16.14-Mayfair Mall Needs Analysis and SWOT

SWOT Analysis: Creating Milwaukees Mall
Aspects Implications Possible Actions
Strengths Large amounts of con-
tent
Right now, Mayfair Mall
has more than enough
content. Not only does the
mall have their internal
branding, they also have
the branding of their
stores and the internal
mall events. This leaves
the Mayfair in a good
place when thinking about
what they should post.
There are multiple ways that
this content could be used to
fall into the different buckets
brought forward by Brenda:
-Advance The Club brand:
-Advance the internal events:
More on the content strategy
can be found in the strategy
document.
Strong reasons as to why
people should come to
the page/why they
should engage
Having an emotion con-
nection with a brand on
social media is important
when looking for en-
gagement on social media.
The more that the mall
can reach out and give
people reasons why they
should come back to the
site, the more likely they
are to see this social me-
dia pages as a location for
new information and not
just an aggregate. This
page needs to be both a
megaphone and a content
creator
Emotional ties can be used in
multiple different ways:
- Emotional ties to mall
brand
- Emotional ties to events at
the mall
- Emotional ties to stores in-
side mall
Each of these pieces can be
brought forward through a
content strategy.
Willing to find new
channels
It is clear that Mayfair
Mall is willing to find
new places to advance
their brand and reach out
when they are in need of
help. This mentality is
especially important when
dealing with social media.
Using channels like Polyvore
makes it so that the mall can
show off the products that
they can buy. Content created
for social media can be used
across all platforms. We
would suggest creating a Pin-
terest and Instagram.
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Strong community ties Being part of the commu-
nity is imperative. This
especially is important if
the mall wants to use their
social media pages to
promote events.
These communities ties can be
used throughout the Facebook
content. Mayfair is Milwau-
kees mall- meaning that crea-
tive should include a Milwau-
kee look and feel.
Weaknesses










Opportunities











No cohesive strategy The strategy for the page
must offer uses some form
of a better understanding
of the brand of the mall.
This branding must be
shown in all of the Face-
book posts.
One key piece of the puzzle is
making sure that the content is
cohesive. All posts should fall
into certain branding related
buckets. See general content
strategy for more information.
No defined voice The voice of all pieces on
the social media pages
must be the same. Right
now, there are contradict-
ing voices- either it needs
to be playful or it needs to
be very serious and sales
based.
Mayfair Mall must choose
which voice they want to use.
This will need to be an inter-
nal decision- one made while
keeping corporate in mind.
Social media campaigns
promoting The Club
Social media cam-
paigns/contesting are
great ways to keep the
brand of Mayfair Mall in
the mind of the consumer.
Social media is all about
making sure that you can
offer something that oth-
ers cannot. Mayfair Mall
and The Club can offer
more than just one of their
stores can offer on social
media. Through integrated
campaigns, you have the
opportunity to be both an
aggregate and a mega-
phone.
Campaigns can be centric on
multiple different pieces:
- The stores inside the mall
- The mall itself
- Sales currently going on in
the mall
- Upcoming shopping times-
i.e.: Back to School Guide
or Navigating Black Friday.
The more engaging and origi-
nal the campaign, the longer it
can run and the more engage-
ment it will gain.
Creation of social media
branding
Branding is one of the
major functions of social
media. Since a brand has
not been completely de-
Individualized Brand of Mall:
- Milwaukees Mall-
work to include as
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Threats
fined through social me-
dia, Mayfair Mall is given
a unique opportunity to
make sure that they stand
out from the local compe-
tition. This brand can ei-
ther be individualized for
the mall or it can fit in
with the general corporate
brand.
much information and
graphics that include
Milwaukee in them.
People in Milwaukee
and the suburbs
LOVE the city and
want to share pictures
that are Milwaukee
centric. The more that
you can bank in on
this demographic
interest, the more
interaction you will
see.
Corporate Centric Brand:
Unparalleled Shopping Des-
tinations
-These buzzwords
can be used to create
a brand that cannot be
matched by another
other location. You
might be able to shop
at other malls, but
you will not have the
same experience. In a
world of options,
having the best/most
classy user
experience is
imperative.
Mall renovation Mayfair is at an interest-
ing junction right now
with the changes in the
mall. These changes and
construction can be used
for new content and can
help to advance the brand
and create new brand ad-
vocates.
Using behind the scenes pic-
tures and information from the
construction site shows the
growth that the mall is going
through. Time lapse photos
and information about how the
construction affects your mall
experience all will help users
to see a new side of Mayfair.
Other locations for same
information
All of the stores inside of
the malls parent brands
have a social media pres-
ence which means people
have other options of
Mayfair must work to differ-
entiate and create content that
cannot be found elsewhere if
they want to be able to thrive.
This content can be found in
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where they can turn to for
information. This is a
large threat to if this social
media presence will be
successful.
the form of plans laid out
above and in the strategy doc-
ument.
Negative reviews Right now, the mall is not
interacting with their pub-
lics. People are leaving
negative reviews and the
mall is doing oohing to
change the way that peo-
ple look at their location.
All reviews, both negative and
positive need to have some
form of a response. People are
asking questions and they are
not getting responses, which
makes them feel like the mall
does not value their time or
their opinion.
Lack of long term social
strategy
As stated before, this is
something that can be
done with a bit of help
and the document at-
tached.
Social media needs to become
a priority or it will not be able
to be successful. Brands must
decide if they want to be ac-
tive of not on the pages- either
is a fine choice.



While all of this information is a great start, we need to take all of this and create a plan and cre-
ate objectives to help see if the plan is effective. Once these objectives have been defined, we
can use them to help advance the strategy and create a social plan for Mayfair Mall.










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Objectives, Strategies and Tactics
Objectives Strategies Tactics
1. Create a cohesive social me-
dia brand and voice for Mayfair
Mall (Overarching goal for all
pieces of the strategy)
Once the brand has been de-
fined, we can create a strategy
that is centric on what is im-
portant to Mayfair Mall. The
brand and voice that we would
suggest are the following:
- Milwaukee centric with a
touch of class and a friendly
voice.
To create this voice and strategy
we would do the following:

Create content that is:

- Photo based and has a Mil-
waukee feel to all pieces
- Create content that is not
something that users can get
elsewhere- instead of being
dependent on the branding of
the stores that are already in
place, we will create content
that is directly tied to Milwau-
kee, but also includes your
stores.
- Create content that promote
events that are taking place at
the mall. Each of these events
will be made separate entities
on Facebook through their
events section. We will also
create graphics that engage us-
ers and have them share that
they will be coming to events
- We will create content that
also promotes the community
outreach that is currently pro-
moted through Mayfair Mall-
we will make sure that com-
munity is always a priority.
2. Drive customers to both the
mall and their mall centric
events
Mall centric events are great
ways to get people involved
with your content- not only will
we use fan created content and
mall created content. This will
directly tie into the different
ways that people interact with
your mall and your content.
We want to create campaigns
that will work to drive people
not only to the mall but also to
whatever you want them to go
to.
We will drive people to the mall
and drive them to your events
through the following campaign
ideas:

- Create a SCVNGR app that
will get users to do a scaven-
ger hunt that is tied to an event
taking place at the mall. IE:
We create a hunt that has to do
with people going to different
parts of the mall to find things
about irish dance (the event
that is taking place at the mall
that day).
- Create deals that can only be
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used by social media fans. For
example, Mayfair will tweet or
Facebook out a picture of a
code word and then tells users
to go to a certain store in the
mall and show them that pic-
ture. If you show the picture
within a set amount of time,
users will be rewarded. This
gets people already at the mall
engaged and people who might
be at home equally engaged.
- Create events that go with each
of the events taking place at
the mall on a certain day. In-
side of this event, share pic-
tures that people are taking and
converse with the users that
are currently there. Ask people
to take pictures of their favor-
ite part and then have them
share their best pictures. The
pictures that the mall likes the
most will then be shared on the
main Facebook page and twit-
ter. The more that people think
they are valued by a brand, the
easier they are to be made into
brand advocates.
3. Create added value for all
stores in the mall
Each of the stores in the mall
will be given the opportunity to
get involved with what is hap-
pening currently on social me-
dia. This can be done through
many different strategies, but
the more than you can do on
social media, the more it will
benefit them.
There are many different ways
that the stores can find added
value in your social media
presence:

- The stores should be asked to
all make their own social
media presence. Once they
have made these pages, May-
fair Mall can then link di-
rectly to them and make sure
that they are talking to their
publics. The more the pages
are tagged, the more likely
they are to be visited by us-
ers.
- All stores will be given the
opportunity to promote their
sales on the Mayfair social
media pages. By using
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graphics and fun ways of
showing the sale, this will be
able to gain more foot traffic
to the stores.
- Stores will also be invited to
send in different job descrip-
tions of open positions. As
soon as the positions open,
Mayfair will post them on
their social media pages and
also welcome new employees
to the mall.
4. Promote joining The Club
and the benefits involved with
this
Throughout the social media
channels, Mayfair will make
sure to write content about the
importance of The Club and
link people to pages where they
can join. The more value that
social media can place into The
Club, the more successful they
will be with when looking to
ROI.
There are a few different ways
that we can push people to en-
ter the club through content:

- Put together a picture of an
outfit on Polyvore that is all
from different stores that are
currently having sales only
for Club members. Explain
in the post all of the money
that you can save when you
join the club and the other
pieces of added value.
- Create graphics that are
promoting stores that are a
part of the club. The stores
will be asked to post them on
their social media pages and
promote people entering the
club.
- Have special days with add-
ed benefits for people who
are a part of both The Club
and follow Mayfair Mall on
social media.
- Create an app on the Face-
book page where people can
sign up for The Club and a
location that can explain all
of the different things you
could receive if you were a
member.
- Send out an e-blast to all
members of the club and ask
them if they will like and fol-
low your social media chan-
nels.
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5. Show the important role that
Mayfair plays in the communi-
ty.
Mayfair Mall already does a
lot for the community and they
should be showing off all of the
different aspects of their in-
volvement. The more they are
showing how they are here to
help, the more likely brand
advocates will be created!
The community involvement
can be shown through the fol-
lowing ways:

- Post before any event that
Mayfair Mall will be at and
the community partners they
are working with
- Always post pictures of the
different events and share
other peoples pictures on
your social channels
- Work with community part-
ners to post about things that
they are doing randomly
throughout the year


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