Social Media Encore’s Communication Lifeline

Roxanne M. AmorosoSenior Vice President

Bank of America Merrill Lynch

Up to 1,200 units of mixed-income housing

A public middle school

A grocery store

A hotel

50,000 sq. ft. retail

125,000 sq. ft. office

Market rate housing

An African America Museum

Solar Park, chilled water plant

Parks with passive and active uses, historical trails

Encore Master Development A City Within a City

12 City Blocks – 29 Acres in Downtown Tampa, Florida

Master & Vertical DevelopmentMixed-Use, Mixed Income, 1st 7-Story Bldg Going Vertical

The Ella, 160 Rental Units, 3-Story Garage

What Have We Used Social Media For

• To communicate what Encore is, where and when opportunity exists

• Job fair announcements--5,300 people attended

• Construction bidding notices – 1,000 contractors registered

• Milestones achieved, progress updates

• Broker updates, news reporting

• Critical information dissemination

Goal - Establish Community Outreach Tools

Since Inception:

www.EncoreTampa.comhas received 23,043 visits

4,642 (20.1%) are attributable to social mediaFacebook 4,460LinkedIn 95Twitter 87

96% (4,296) of the visits attributed to Facebook are due to Encore's ad campaign on Facebook

Encore's Facebook presence currently has 337 likes/fans.

Mobile Device Sourcing

Year-to-date (2011) EncoreTampa.com has received 1,073 visits from users of mobile devices (smartphones, tablets, etc.).

– 666 of those mobile visits took place from 1/1/2011 to 6/22/2011—prior to the new fence screens, which feature the QR code to be scanned by smartphone users. That's roughly 3.8 mobile visits per day.

– The remaining 407 mobile user visits took place following the installation of the new fence screens/QR codes, or roughly 3.4 mobile visits per day. The average of those users who found the site by way of social media, the average time spent on EncoreTampa.com is 2 minutes 12 seconds.

Conclusion to Social Media Encore Experience

Communication tool – priceless linkage to community

Controlled dialogue, information dissemination

Gateway to media and community interaction

Great resource for news and events, baseline project historical and current information tools

Get back exactly what you put into it!