In this presentation, the speaker explains how highlighting real staff members in social media content can increase engagement and drive footfall for a shopping centre, using Chantry Place in Norwich as a case study. The key example is a coronation‑themed post featuring Jo, a staff member dressed in full coronation regalia, which combines a national event with a personal touch to attract attention. The speaker also outlines the importance of regular social‑media reporting, demonstrating a dashboard that shows follower counts, post frequency, daily engagements, and the best‑performing posts across platforms. By analysing these metrics, marketers can identify patterns, optimise content, and improve overall social performance. The talk ends with an invitation to ask further questions via a help button.
Chapters
Today we're looking at how showing the real people behind the business can drive engagement. This is Chantry Place and that is based in Norwich and it is a shopping mall. And they obviously use social media. It's a really good way of promoting their tenants because obviously what people want to do is know exactly what's down there, what they can buy and what they can experience. But what I really love is this post here. So this was for the coronation, the King. So this was basically using like a national event. And what they did was, they did. It's Coronation Day. Today we extend our congratulations to His Majesty the King. Come and celebrate with us. Take a royal selfie on our throne and view our Crown Court art gallery, designed by local schools. But it's this bit. It's Jo, a lovely Chantry Place staff member in her full, amazing coronation regalia. And as you can see, click into the image and it's gorgeous. Jo just clearly absolutely loving the fact that it is the coordination and she'll dress up and just excited to be there. So I love this because this is a member of staff, this is them showing off, you know, the booth that they've got down there, which again, is to drive physical footfall, but it's again, to keep people engaged and to give a little nod to a national events. We talk a lot about using national events, but ultimately it's about celebrating a member of staff who's gone all out and looking absolutely fabulous. So there's no better way than to, I guess, get people engaged, than to show the real people behind a business, business or real people behind the shopping center, real people behind the stores. Because these are the faces that people see when they come down. This is who they recognize, this is what they know. And it is that whole, oh, there's my mom or there's my dad or there's my uncle, that kind of thing on social media. But equally, it's a good way of obviously promoting what they're doing as well. Now, if I was trying to please, one of the things I'd want to do is I would want to make sure that I was keeping on top of my social media reporting. So here, what you can do is they can go into listening and insight, somebody when they go into baby, and then they click on themselves here and they can click here to download a full report. But actually what they can do is at a glance, they can see how many followers they've got across all their connected platforms, the number of posts they do, the number of engagements they have, number of posts they do per day on average, and then it goes into the number of engagements they have per day. They can even view their best post. So if you can see that, say their best post is always, I don't know, so, you know, one on Facebook or they be able to see that they're what it's normally on Instagram, something like that. Then again, they can start to see a pattern and look at what's working, what's not and get even better at social. Now, as always, if you've got any questions at all, click on the little blue button. We love to help.
