CONFERENCE mobile + social + local. Social Media is a Shopper’s Foreplay Meeting Room 408 (4th Floor) Social media has changed the sales cycles, creating an opportunity for brands

MOCIALICSC

CONFERENCE

AUGUST 7 – 8, 2014Hilton Austin, Austin, TX #ICSCmocial

technology forshopping centermarketing

mobile + social + local

DIRECTORY

MOCIALICSC

CONFERENCE

AUGUST 7 – 8, 2014Hilton Austin, Austin, TX #ICSCmocial

technology forshopping centermarketing


mobile + social + local 2

Technology and Demographics – What they Mean for Our Industry

Michael P. Kercheval . . . . . . . President & Chief Executive OfficerInternational Council of Shopping CentersNew York, NY

Thursday, August 7Registration 12:30 – 7:00 pm Prefunction Foyer, Salon C (4th Floor)

Welcome Remarks1:00 – 1:15 pm

Cherilyn Megill, CRX, CMD . . . . (Program Co-Chair)Vice President of Marketing& CommunicationsPhillips Edison & CompanySalt Lake City, UT

General Session1:45 – 2:45 pm Governor’s Ballroom, Salon C (4th Floor)

Wi-Fi Lounge12:30 – 7:00 pm Prefunction Foyer, Salon C (4th Floor)

The Wi-Fi Lounge provides a comfortable place to network and do business and will be open during registration hours to all registered attendees.

The Evolution of Mobile Search and DiscoveryAs the pioneer in mobile/social/local, Foursquare will discuss the evolution of our world and how consumer behavior is rapidly changing. Rob Wilk will give an overview of the mobile landscape and discuss where Foursquare sees the future of local discovery/exploration as it relates to brick and mortar business and digital brands as well.

SPEAKER

Rob Wilk . . . . . Vice President, US Sales and Brand PartnershipsFoursquareNew York, NY

Opening Session1:15 – 1:45 pm Governor’s Ballroom, Salon C (4th Floor)

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mobile + social + local3

Digital Leadership: Socialnomics for Shopping CentersWord of Mouth is on digital steroids. How shopping center professionals can use mobile, social, big data and the cloud to achieve success, drive traffic and develop customer relationships.

Learn:

�Why social media, mobile, cloud computing and big data aren’t emerging technologies, but rather merging technologies.

�Four Steps to Success: Listen, Interact, React, Sell

�The art of being Flawsome: Failing Fast, Failing Forward and Failing Better

�Why we don’t have a choice on whether to do digital, the choice is how well we do it

�How digital leaders are made, not born in the shopping center industry

�Current and future trends and their impact on the shopping center industry

Erik Qualman’s book, Socialnomics, was one of four finalists for the “Book of the Year” title awarded by the American Marketing Association.

SPEAKER

Erik Qualman . . . Author, Speaker Professor, EntrepreneurEqualman Studios Cambridge, MA

Blockbuster3:00 – 4:00 pm Governor’s Ballroom, Salon C (4th Floor)

MOCIAL is the industry’s must-attend conference. We have gathered the country’s top digital gurus to improve your social

media strategy, learn about the latest digital platforms and most importantly, continue to add value to your organization. Attendees

will take away strategies they can put into place today to increase their shopper engagement.

Daniel M. TaubICSC 2014 MOCIAL Conference Program Planning Committee Executive Vice President Chief Operating Officer DLC Management Corporation


A. Leveraging Location-Based, Mobile Technology: How to Deliver Enhanced Shopping Experiences for Consumers and Increase Sales for Retail TenantsMeeting Room 406 (4th Floor)

In 2014, RetailMeNot embarked on a new partnership with General Growth Properties to test new in-mall advertising formats and beacon technology that can provide its mobile app users with dynamic, hyper-targeted offers. Learn how these new location-based, mobile advertising technologies will deliver shoppers timely, relevant offers while helping mall retailers increase foot traffic and store sales.

SPEAKERS

Jill Balis . . . . .SVP of Marketing RetailMeNot Austin, TX

Steven Pho . . .SVP of CorporateDevelopmentRetailMeNotAustin, TX

B. The Data-Driven Approach to Social MediaMeeting Room 408 (4th Floor)

The social landscape is changing every day. For marketers, knowing which networks warrant investment is no small feat. Simply Measured’s Director of Business Development, Jeff Gibb, will take a data-driven perspective on how leading brands are using social media across major social channels. Jeff will use hard data to highlight trends and benchmarks for each network as well as the commonalities and differences relevant for marketers. This talk will also go a level deeper and show specific tactics and analytics behind some of the top brands winning with social media. If you love graphs and social media, this session is for you.

SPEAKER

Jeff Gibb . . . . . . . . . . . . . . .Director of Business DevelopmentSimply MeasuredSeattle, WA

Concurrent Sessions4:15 – 5:00 pm

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Gold WinnersC. U.S. MAXI Gold Winners - New Media CategoryMeeting Room 410 (4th Floor)

Learn from the industry’s best of the best as these U.S. MAXI Gold Winners share their digital marketing programs including:- Let’s Give ’Em Something to Blog About: Bloggers talked up

Cherry Hill’s Mall’s first Restaurant Week and created social media buzz resulting in 1.8 million impressions.

- Kids, Inc.: Converting Likes into Loyalty - Through Kids, Inc., JLL successfully converted online engagement to in-center fun, driving traffic while strengthening community ties.

- Digital Network: Launched in time for Holiday 2013, sophisticated new, property-specific mobile apps set Macerich malls apart as the most searchable malls in the country.

MODERATOR

Cherilyn Megill, CRX, CMD . . . Vice President of Marketing & CommunicationsPhillips Edison & CompanySalt Lake City, UT

Ashlyn DelsonPublic Relations ManagerPREITPhiladelphia, PA

Julie Crane Rickey, CRX, CMDSenior Vice President’ Director of Retail Property MarketingJLL Alpharetta, GA

Jameson ValoneAVP, Digital MarketingMacerichSanta Monica, CA


A. Enhancing the Consumer Shopping Experience Meeting Room 406 (4th Floor)

The smartphone has caused a shift in consumer expectations when engaging with retailers/brands at the store level. Chad Rodriguez who oversees development and partnerships for Sonic Notify will discuss the new paradigm of the mobile-powered shopper. He will discuss how new technologies are allowing retailers and brands to engage their customers with the right content, and context. Finally bridging brick and mortar and dot com.

SPEAKER

Chad Rodriguez . . .Head of Development/ PartnershipsSonic NotifyNew York, NY

B. Social Media is a Shopper’s ForeplayMeeting Room 408 (4th Floor)

Social media has changed the sales cycles, creating an opportunity for brands and businesses to engage the consumer much earlier — and more frequently — than ever before. In this session, we will discuss how consumers use social media to interact with brands, build relationships and ultimately aid in making purchasing decisions.

SPEAKER

Mallorie Rosenbluth . . .Vice President, Client ServicesLikeable MediaNew York, NY

Concurrent Sessions5:15 – 6:00 pm

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C. Teach them to Tweet and Create Lifetime Brand Advocates Meeting Room 410 (4th Floor)

A socially engaged workforce can accelerate brand advocacy and enhance departmental objectives. However, Altimeter Group reports that 62% of companies do not have an internal social media training program in place, yet 43% identified this was a top social priority in 2014. So your company is ready to go social, but are your coworkers? To get there, education is needed. Join HootSuite’s Head of Education Business Development, Michael Blondé, for a session focused around today’s digital skills gap and programs HootSuite has development to meet this challenge.

SPEAKER

Michael Blondé . . . . . . . . .Business Development, Education HootSuite Vancouver, BC

Reception6:00 – 7:00 pm

Friday, August 8Registration 7:00 am – 2:00 pm Prefunction Foyer, Salon C (4th Floor)

Wi-Fi Lounge7:00 am – 2:00 pm Prefunction Foyer, Salon C (4th Floor)

The Wi-Fi Lounge provides a comfortable place to network and do business and will be open during registration hours to all registered attendees.

Continental Breakfast 7:00 – 8:00 am Prefunction Foyer, Salon C (4th Floor)

MOCIAL is the conference for CRE marketing training. The two-day event covers social media, mobile tech, analytics, case studies

and overall media strategy. The program is designed with concurrent sessions so you can create a custom experience by

attending panels and roundtable discussions most important to you.

Diana S. PodaskiVice President,Marketing & Social MediaLinear Retail properties


TABLE 2: Website Design and Digital Marketing that Drives Traffic

LEADERCorbett GuestChief Executive OfficerImaginuity Interactive Inc.Dallas, TX

TABLE 3: B2B Marketing – Using digital media to promote your company and brand

LEADERDiana S. PodaskiICSC 2014 MOCIAL Conference Program Planning CommitteeVice President, Marketing & Social MediaLinear Retail PropertiesBoston, MA

TABLE 4: Analytics – Creating and analyzing monthly marketing reports to generate change

LEADERAlan McKeonCEOAlexander Babbage, Inc.Atlanta, GA

TABLE 5: Importance of Reviews – Learn how influential they can be, how to manage them and how they affect SEO

LEADERStephanie Orton LynchVice President, CommunicationsDelucchi PlusWashington, DC

Roundtable Discussions8:00 – 9:00 am Governor’s Ballroom, Salon C (4th Floor)

(These interactive discussions will consist of two 30-minute sessions)

COORDINATOR

Diana S. Podaski . . . . . . . . . . . ICSC 2014 MOCIAL Conference Program Planning CommitteeVice President, Marketing & Social MediaLinear Retail PropertiesBoston, MA

Topics Include

TABLE 1: Enhancing Property Value through Digital Marketing, Promotions and Partnerships

LEADERSTim O’Connell ICSC 2014 MOCIAL Conference Program Planning Committee Assistant Vice President, Director of Digital Marketing & Communications Retail Properties of America, Inc.,Oak Brook, IL

Mara C. RussiakyAssistant Vice President, Senior Marketing DirectorRetail Properties of America, Inc.Oak Brook, IL

Friday, August 8

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TABLE 6: Facebook for Shopping Centers – Learn successful Facebook posting techniques from Plaza Las Américas, the shopping center that has the most Facebook likes in North America, 500,000+

LEADERIris G. Ayala, SCMDMarketing Director Plaza Las AméricasSan Juan, PR

TABLE 7: Learn from the MAXI winner

LEADERJulie Crane Rickey, CRX, CMDSenior Vice President Director of Retail PropertyMarketingJLLAlpharetta, GA

TABLE 8: Ask the Experts – An open Q&A roundtable where you can ask anything MOCIAL

LEADERAngela Herlth-Sweeney, CRX, CMD ICSC 2014 MOCIAL Conference Program Planning Committee Co-Chair VP Corporate Marketing & CommunicationsThe Peterson CompaniesFairfax, VA

TABLE 9: Shopping Center Case Study, Atlantic Station – Learn how North American Properties Atlanta leveraged social media to transform Atlantic Station by working with the community to weigh in on leasing, marketing, security and PR

LEADERLiz Gillespie, CMDICSC 2014 MOCIAL Conference Program Planning CommitteePartner, Vice President of MarketingNorth American PropertiesAtlanta, GA

TABLE 10: Gaming—Jump start your digital metrics through integrated games and contests

LEADERSBil Ingraham Vice President, Property & Partnership Marketing PREITPhiladelphia, PA

Caroline D. Quinn CRX, CMD, CSMRegional Marketing DirectorPREITPhiladelphia, PA


The Crystal BallWant a glimpse at the most significant technological innovations that will redefine how brands connect with people? Jen Augustyn will share highlights and insights from the South by Southwest Interactive Conference, consolidating for MOCIAL attendees the most inspiring and thought-provoking insights she learned from world-renown marketers and innovators. “The Crystal Ball” will shed light on how our daily lives might become more streamlined, meaningful or entertaining, and at the same time explore how brands can use new technology to connect with customers.

SPEAKER

Jen Augustyn . . . . . . ICSC MOCIAL Conference Program Planning Committee Co-Chair Partner The Dealey Group Dallas, TX

A Picture’s Worth a Thousand Words: Can Instagram Drive Sales?Austin-based Kendra Scott Jewelry has grown a $500 startup to a multi-million dollar jewelry business through a commitment to innovation. Learn how Director of Creative Services Cheryl Mills and VP of ECommerce and Loyalty Tria Foster built an Instagram following of 60,000 people and how their strategy is driving sales online and in stores.

SPEAKERS

Tria Foster . . . . . . . . . . VP of ECommerce and LoyaltyKendra Scott Austin, TX

Cheryl Mills . . . . . . . . .Director of Creative ServicesKendra ScottAustin, TX

General Session9:15 – 10:00 am Governor’s Ballroom, Salon C (4th Floor)

General Session10:00 – 10:45 am Governor’s Ballroom, Salon C (4th Floor)

#ICSCmocial


A. Social Media—Who’s Winning the Battle for the Shopper’s Wallet?Meeting Room 406 (4th Floor)

How can social media help you overcome the omni-channel challenge? Alexander Babbage shares the latest social media and consumer insights to help understand how to identify, motivate and drive shoppers to a center. Platforms, content, frequency? Learn how to adapt your marketing strategy to face the onslaught of demographic and technology changes.

SPEAKER

Alan McKeon . . . CEO Alexander Babbage, Inc. Atlanta, GA

B. Seize the Moment: Make Real-time Moments into Relevance Wins with Great Social ListeningMeeting Room 408 (4th Floor)

When AARP wanted to remind folks that membership starts at 50, they decided to tease Michael Jordan. The star’s 50th was a media extravaganza — but right in the midst of the NBA All-Star broadcast was a tweet from AARP saying “You’ll always be 23 to us, Michael Jordan. Happy 50th birthday,” accompanied by a picture of his membership card. Whether your real-time moments are national broadcasts or one customer who can’t find what they need, the right responses can become instant marketing wins. Beth Carpenter from AARP’s Social Communications will take you through the listening methods that ensure you’ll never miss the right moment, linking organic success with the right paid campaign for maximum efficiency.

SPEAKER

Beth Shanna Carpenter . . . Manager of Social Media StrategyAARPAustin, TX

Concurrent Sessions 11:00 – 11:45 am


Luncheon Presentation12:15 – 1:00 pm Governor’s Ballroom, Salon C (4th Floor)

Real-Time Marketing for the Real WorldThanks to some creative and enterprising brands, real-time marketing conjures ideas of cross-functional teams assembled during major cultural events waiting for just the right moment to spring their spontaneously brilliant marketing. In reality, real-time marketing opportunities happen every day and don’t require large teams, command centers or even a blackout to benefit your brand. Practical every-day real-time marketing lives in social media at the intersection of the expressed needs and interests of customers and your brand’s stories, all facilitated by the simple desire to make a personal connection. In this presentation we’ll look at how you can identify real-time marketing opportunities while they are still hot, what it takes to be ready to respond, as well as practical staffing models and processes to make it all possible on even the tightest of budgets. We’ll also explore where real-time marketing fits into a broader approach to social media and some ways to think about measuring your efforts.

SPEAKER

Natanya Anderson . . . Director, Social Media and Digital MarketingWhole Foods MarketAustin, TX

C. 7 Dimensions to Make Mobile Advertising More Effective for Your BusinessMeeting Room 410 (4th Floor)

Learn 7 new dimensions you can use to make mobile advertising more effective for your business! This session will discuss the latest advances in location-based advertising that will allow you to better locate and target your customer to deliver rich, relevant multi-media content directly to your customer. This talk will cover Point of Interest-based content delivery, walking navigation, how to detect which level or floor your customer is on, time-based messaging, social presence, interactive-triggering technologies such as iBeacon and NFC, and the latest in indoor mapping technologies, including Wi-Fi and cellular triangulation. Learn how to analyze the behavior of shoppers as they move through your location, and how to apply the right messaging techniques at the right time, to get the biggest bang for your mobile advertising dollar.

SPEAKER

Todd Marks . . . Founder of viaPlaceMindgrubBaltimore, MD

Networking Lunch11:45 am – 12:15 pm Governor’s Ballroom, Salon C (4th Floor)

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Keynote Presentation 1:00 – 2:00 pm Governor’s Ballroom, Salon C (4th Floor)

Conference Adjourns 2:00 pm

Program information current as of July 15, 2014.Leveraging Facebook to drive sales in an omni-channel world. Consumer shopping behavior is evolving rapidly in an increasingly social and mobile world. Becky Bui from Facebook’s Global Marketing Solutions group will discuss how retailers are using the world’s largest digital platform to deploy people-based marketing programs and drive measurable business results.

SPEAKER

Becky Bui . . . . . . . . Retail Business Lead, Global Marketing SolutionsFacebookAustin, TX

Facebook “f ” Logo RGB / .eps Facebook “f ” Logo RGB / .eps

Five reasons for attending MOCIAL: 1. Learn new stuff2. Share ideas3. Be a #CRE marketing hero4. @EQUALMAN

@WHOLEFOODS @FACEBOOK @FOURSQUARE @RETAILMENOT

5. Grow

Emily J. FordSenior Marketing ManagerRegency Centers


Program Planning Committee Co-Chairs

Program Planning Committee

Jen Augustyn PartnerThe Dealey Group

2014 MOCIAL PROGRAM PLANNING COMMITTEE

Jen Augustyn (Program Co-Chair) Partner The Dealey Group

Cheri lyn Megil l , CRX, CMD (Program Co-Chair) Vice President of Marketing & Communications Phillips Edison & Company

Angela Sweeney , SCMD (Program Co-Chair) Vice President Corporate Marketing & Communications The Peterson Companies

Emily J. Ford Senior Marketing Manager Regency Centers

Liz Gillespie Managing Partner North American Properties

Alex Markson Chief Executive Officer Property Capsule

Tim O’Connell Assistant Vice President Director of Digital Marketing & Communications Retail Properties of America, Inc.

Ryan Panitz Communications Director EDENS

Diana S. Podaski Vice President, Marketing & Social Media Linear Retail Properties

Daniel M. Taub Executive Vice President Chief Operating Officer DLC Management Corporation

Jef f Vinzani Partner Graybill, Lansche & Vinzani, LLC






































Jen Augustyn

(Program Co-Chair)

Partner

The Dealey Group

Cheri lyn Megil l , CRX, CMD

(Program Co-Chair)

Vice President of Marketing &

Communications

Phillips Edison & Company

Angela Sweeney , SCMD

(Program Co-Chair)

Vice President Corporate Marketing &

Communications The Peterson Companies

Emily J. Ford Senior Marketing Manager

Regency Centers

Liz Gillespie

Managing Partner

North American Properties

Alex Markson

Chief Executive Officer

Property Capsule

Tim O’Connell

Assistant Vice President

Director of Digital Marketing &

Communications Retail Properties of America, Inc.

Ryan Panitz Communications Director

EDENS

Diana S. Podaski

Vice President, Marketing & Social Media

Linear Retail Properties

Daniel M. Taub

Executive Vice President

Chief Operating Officer

DLC Management Corporation

Jef f Vinzani Partner Graybill, Lansche

& Vinzani, LLC

Cherilyn Megill, CRX, CMDVice President of Marketing & CommunicationsPhillips Edison & Company

Angela Herlth-Sweeney, CRX, CMDVice President, Corporate Marketing & CommunicationsThe Peterson Companies

Emily J. FordSenior Marketing ManagerRegency Centers

Liz Gillespie, CMDPartner, Vice President of MarketingNorth American Properties

Alex MarksonChief Executive OfficerProperty Capsule

Tim O’ConnellAssistant Vice PresidentDirector of Digital Marketing & CommunicationsRetail Properties of America, Inc.

Ryan Panitz

Diana S. PodaskiVice President, Marketing & Social MediaLinear Retail Properties

Daniel M. TaubExecutive Vice President Chief Operating Officer DLC Management Corporation

Jeff VinzaniPartnerGraybill, Lansche & Vinzani, LLC

#ICSCmocial


Motionloft provides pedestrian and vehicle counts, collected and delivered in real time, for use in many types of data analytics by real estate developers, retailers and

real estate property owners. Motionloft uses a private 3G network, built on our own proprietary designed device, with technology to provide accurate information on activity at any location. Motionloft provides a dashboard, accessible by computer, tablet or smart-phone and easy-to-read reports and files that can be used to determine pedestrian counts per hour/day, vehicle counts per hour/day, busiest day per day/week/month, and many up-to-the-minute specifics on any location’s activity.

Chris Garrison | Email: [email protected] | www.motionloft.com

Apto is a complete commercial real estate brokerage CRM & deal management app developed by seasoned brokers. We believe that an application designed for brokerages should adapt to the broker’s needs, not the other way around. We provide brokerages with a customizable, cloud-based

solution that brings your full business into one app. Easily manage your relationships along with your investment sales, landlord rep, and tenant rep pipelines. Track clients, keep up with your pipeline and do more.

Apto | Email: [email protected] | www.aptotude.com

Property Capsule is the Cloud-based platform that helps you manage and present your property portfolio, and are the creators of the first and best CRE portfolio presentation app for the iPad. Manage all your property portfolio information in our cloud-based platform that automates everything from creating custom branded flyers to updating site plans and logos as tenants move in and out. Present your properties using high-end designer

interfaces for iPad, Web, Mobile, Print, Kiosk and Desktop. We have developed the technology for the next generation tour book; replace your static maps and canned presentations with an iPad and live data-driven maps and queries. Answer questions on-the-fly with live access to data in familiar formats that you previously only had on paper.

Alex Markson | Email: [email protected] | www.propertycapsule.com

REOL has spent nearly two decades developing effective digital marketing solutions exclusively for commercial real estate companies. Our strength is in combining our expertise in technology and digital trends with our knowledge of how

commercial real estate companies do business. The result is solutions that work for you—today, tomorrow and into the future. Find out more about our iPad Leasing Apps, 3D Aerial Tours, Content Management System (CMS) and Corporate and Property Website development at REOL.com.

Stephanie Schonholz | Email: [email protected] | www.reol.com

The Social Media Monthly Want to stay ahead of the curve in social? The Social Media Monthly is the first and only print and digital magazine devoted exclusively to exploring social media’s impact on business,

society and culture. Named “One of the Fifteen Hottest Magazine Launches of 2011” by MIN, we’re the preferred reading choice of forward-thinking start-ups, entrepreneurs, CMOs, brand marketers, analysts, strategists, teachers, and students. We can be found on over 1,000 newsstands in 20 countries including 470 Barnes and Noble bookstores in the US.

Bob Fine | Email: [email protected] | www.thesocialmediamonthly.com

viaPlace is a hyper-local smartphone navigation platform that gets visitors where they really want to go, and where retailers want them to be. From shopping malls and college campuses, to stadiums and resorts—viaPlace creates custom user-focused Living Maps that engage visitors to explore locations

and discover targeted brands. Our data-enriched Living Maps are generated utilizing two key components: User-specific data from targeted locations and 7 dimensions of location technology. Our clients include Fortune 500 companies, destination marketing organizations, educational institutions, and the real estate industry—but viaPlace can be useful for any enterprise seeking to connect people to a place.

Scott Schelle | Email: [email protected] | www.viaplace.com

ShopKit is a turn-key mobile app, website & social media platform for retail shopping centers. Today’s shopper has a shopping bag in one hand and a mobile phone in the other, and they expect more from their shopping experience than

just a “You Are Here” map. ShopKit gives shopping centers a total digital presence that enhances a shopper’s experience with a mobile app, website and social media integration—fully branded and manageable.

CJ Jordan | Phone: +1 901 300 2917 | www.getshopkit.com

Thank You To Our Exhibitors

Cherilyn Megill, CRX, CMDVice President of Marketing & CommunicationsPhillips Edison & Company


Blogger Sponsor

Official Mobile PartnerMember-Hosted Reception Sponsor

Gold Sponsors

With more than 50 years of experience, Regency is the preeminent national owner, operator and developer of high-quality, grocery-anchored neighborhood and community shopping centers. The company’s portfolio of 332 retail properties encompasses over 43.9 million square feet located in top markets throughout the United States, including co-investment partnerships. Regency has developed 215 shopping centers since 2000, representing an investment at completion of more than $3 billion. Operating as a fully integrated real estate company, Regency is a qualified real estate investment trust that is self-administered and self-managed.

Eric Davidson | Email: [email protected] | www.regencycenters.com

Thank You To Our Sponsors

Documents

CONFERENCE mobile + social + local. Social Media is a Shopper’s Foreplay Meeting Room 408 (4th Floor) Social media has changed the sales cycles, creating an opportunity for brands