social media audit - south african malls

Social Media AuditSouth African Shopping Malls

Introduction

• This is a Social Media Audit of the 10 biggest Malls in South Africa (In terms of m2).

• The time frame of the audit was from 15th October – 15th

November 2013.

• The Social Media channels analyzed for the audit are Facebook & Twitter.

• The criteria used to assess the performance of the Malls on Facebook: Engagement, Fan Growth and Conversation Breakdown.

• The criteria used to assess the performance of Malls on Twitter: Engagement, Fan Growth and Cumulative reach.

Glossary• People Talking About This (PTAT) - The number of people talking about

your Facebook Page, by story type. (Unique Users)

• Fans: The total number of people who have liked your Page.

• Facebook Mentions: The number of people who mentioned any of the

Malls anywhere on Facebook.

• Cumulative Reach: refers to the number of people that are reached from

exposure to a tweet.

• Original Tweets: refer to tweets composed by individuals, containing the

@name of the Mall.

• ReTweets: Tweets that users decide to re-share with their own followers.

• Replies: refer to responses to a tweet, containing the @mention of the original tweet composer.

Top 10 Biggest (m2) Malls In SA

1. Gateway Theatre of Shopping – 180 000 m2

2. Sandton City - 158 000 m2

3. Canal Walk Shopping Centre - 141 000 m2

4. Eastgate Shopping Centre - 121 000 m2

5. Menlyn Park Shopping Centre - 119 124 m2

6. Westgate Shopping Centre - 109 000 m2

7. The Pavilion Shopping Centre – 108 000 m2

8. Centurion Mall – 105 000 m2

9. Cresta Mall – 94 000 m2

10. Clearwater Mall – 90 000 m2

Gateway MallPage Insights

qqqqqqqqqqq

Fans: 22 600

People Talking About This: 750

qqqqqqqqqqq

g

Most Popular City: Durban

Most Popular Age Group: 25 - 34

Gateway mall has 3,3% engaged Facebook Fans

q39% w61%

Facebook Mentions By Gender

Engaged Fans

Passive fans

Facebook Mentions: 32 000 people

Time Frame: 15 Oct – 15 November

Gateway MallFan Insights

g

86054

15400 1540011200

8200 68004200

1640 840 200

Dancing Pop Culture Cooking Charity ComputerProgramming

Environment DIY Education EventPlanners

Mentions

Interests & Activities

Interest/Activities

D Fashion – 22 000

J Consumer Electronics - 12 200

= Alcoholic Beverages – 10 800

F Food & Dining – 26 000

W Home & Garden – 9 600

M Movies – 24 0009600

1200

660

500

20

Single

Newlyweds

Engaged

Long Distance Relationship

Expecting Parents

Family Status Topics


Gateway MallTwitter Insights

qqqqqqqqq

Followers: 6996

Mentions: 828

t

Most Popular Day: 12th Nov 2013

Most Popular City: Kwa-Zulu-Natal

Location of Tweets

j35% o65%

Device Used For Tweets

Cumulative Reach: 1.7 Million

338

360

130Original

Retweets

Replies

Web Mobile

370112

56 51

4

KZN Free State Gauteng WesternCape

EasternCape

Tweets

Provinces


http://www.zasocialmedia.com/


Gateway MallInsights

g• Gateway Mall is the largest Mall in South Africa and has the 4th largest page on

Facebook .

• Gateway Mall has 3.3% engaged users on their Facebook page.

• Gateway Mall has over 32 000 mentions on Facebook, 61% by Females and

39% by Males.

• Of the people that mentioned Gateway Mall on Facebook, 9 600 are Single and

1 200 Newlyweds.

• The most popular interests and activities among people that mentioned Gateway

Mall on Facebook are Dancing & Popular Culture.

• The most popular topics among the people who mentioned Gateway Mall on

Facebook are Movies and Food.

• The least popular topics among people who mentioned Gateway Mall on

Facebook are Home/Garden & Alcoholic beverages.

* For recommendations on usage of data see full report

Sandton CityPage Insights

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Fans: 15 146


qqqqqqqqq

g

Most Popular City: Johannesburg


Sandton City has 4% engaged Facebook Fans

q50% w49%


Engaged Fans

Passive fans



Sandton CityFan Insights

g

86054

4400030000

22000 19200 142007200 3000 1920 600



Mentions


Interest/Activities

D Fashion –54 000





M Movies – 64 00030000

3400

2400

1660

40

Single

Newlyweds

Engaged


Expecting Parents

Family Status


Topics

Sandton CityTwitter Insights

qqqqqq

Followers: 15 083

Mentions: 1321

t


Most Popular City: Gauteng

Location of Tweets

j32% o68%


Cumulative Reach: 5,7 Million

509

603

209Original

Retweets

Replies

Web Mobile

683

97 5820

4

Gauteng Free State WesternCape

KZN EasternCape

Tweets

Provinces




Sandton CityInsights

g• Sandton City is the 2nd largest Mall in South Africa and has the 5th largest page

on Facebook .

• Sandton City has 4% engaged users on their Facebook page.

• Sandton City over 102 000 mentions on Facebook, 49% by Females and 50%

by Males.

• Of the people that mentioned Sandton City on Facebook, 30 000 are Single and

are 3 400 Newlyweds .

• The most popular interests and activities among the people that mentioned

Sandton City on Facebook are Dancing & Popular Culture.

• The most popular topics among the people who mentioned Sandton City on


• The least popular topics among the people who mentioned Sandton City on

Facebook are Home/Garden and Consumer Electronics .


Canal Walk Page Insights

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Fans: 86 054

People Talking About This: 3 964

qqqqqqqqqqqqqqqq

g

Most Popular City: Cape Town


Canal Walk has 4,6% engaged Facebook Fans

q25% w72%


Engaged Fans

Passive fans



Canal WalkFan Insights

g

86054

6000038000

28000 19200 13400 4600 4200 2200 1040

Dancing Cooking Charity ComputerProgramming

Environment DIY Pop Culture Education EventPlanners

Mentions


Interest/Activities


J Consumer Electronics – 76 000




m Movies – 80 00038000

4600

2800

2200

100

Single

Newlyweds

Engaged


Expecting Parents



Canal WalkTwitter Insights

qqqqq

Followers: 4 001

Mentions: 1 439

t


Most Popular City: Cape Town

Location of Tweets

j32% o68%


Cumulative Reach: 1,3 Million

826

229

384 Original

Retweets

Replies

Web Mobile

873

49 3011

1

WesternCape

Free state Gauteng KZN EasternCape

Tweets

Provinces


Canal WalkInsightsg

• Canal Walk is the 3rd largest Shopping Centre in South Africa and has the largest

Facebook page.

• Canal Walk has 4,6% engaged users on their Facebook page.

• Canal Walk has over 116 00 mentions on Facebook, 72% by Female and 25%

by Males.

• Of the people that mentioned Canal Walk on Facebook, 38 000 are Single and 4

600 are Newlyweds.

• The most popular interests and activities among the people who mentioned Canal

Walk on Facebook are Dancing & Cooking.

• The most popular topics among the people who mentioned Canal Walk on

Facebook are Food and Home/Gardening.

• The least popular topics among the people who mentioned Canal Walk on

Facebook are Fashion & Alcohol .


Eastgate MallPage Insights

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Fans: 6 441


qqqqqq

g



East Gate mall has 2,9%engaged Facebook Fans

q45% w54%


Engaged Fans

Passive fans



Eastgate MallFan Insights

g

86054

90006800

5600 48003400

1540 820 380 140



Mentions


Interest/Activities






M Movies – 14 2005800

1040

740

560

20

Single


Newlyweds

Engaged

Expecting Parents



Eastgate MallTwitter Insights

qqqq

Followers: 661

Mentions: 187

t



Location of Tweets

j38% o62%


Cumulative Reach: 357 721

70

90

27Original

Retweets

Replies

Web Mobile

118

8 6

1


KZN

Tweets

Provinces


Eastgate Shopping CentreInsightsg

• Eastgate Shopping Centre is the 4th largest Mall in South Africa and has the 7th

largest Facebook page.

• Eastgate Shopping Centre has 2.9% engaged users on their Facebook page.

• Eastgate Shopping Centre over 20 000 mentions on Facebook, 54% by Females

and 45% by Males.

• Of the people that mentioned Eastgate Shopping Centre on Facebook, 5 800 are

Single and 1 040 are Newlyweds.

• The most popular interests and activities among the people who mentioned

Eastgate Shopping Centre on Facebook like: Dancing & Popular Culture.

• The most popular topics among the people who mentioned Eastgate Shopping

Centre like Facebook are Movies and Food.

• The least popular topics among the people who mentioned Eastgate Shopping

Centre like Facebook are Home/Garden & Alcohol.


Menlyn Park MallPage Insights

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Fans: 4 179


qqqqq

g

Most Popular City: Pretoria


Menlyn Park Mall has 1,7%engaged Facebook Fans

q10% w89%


Engaged Fans

Passive fans



Menlyn Park MallFan Insights

g

86054

3800 36002600 2200

1280720

240 220 60

Dancing Pop Culture Charity Cooking ComputerProgramming


Mentions


Interest/Activities

D Fashion –3 800





M Movies – 7 2003000

340

320

200

20

Single

Newlyweds

Engaged


Expecting Parents



Menlyn Park MallTwitter Insights

qq

Followers: 384

Mentions: 124

t

Most Popular Day: 30th Oct 2013


Location of Tweets

j50% o50%



6446

14Original

Retweets

Replies

Web Mobile

49

117

3

1


KZN EasternCape

Tweets

Provinces




Menlyn Park MallInsightsg

• Menlyn Park Shopping Centre is the 5th largest Mall in South Africa and has the

8th largest Facebook page .

• Menlyn Park Shopping Centre has 1.7% engaged users on their Facebook page.

• Menlyn Park Shopping Centre over 9 200 mentions on Facebook, 89% by

Females and 10% by Males.

• Of the people that mentioned Menlyn Park Shopping Centre on Facebook, 3 000

are Single and 340 are Newlyweds .


Menlyn Park Shopping Centre on Facebook are Dancing & Popular Culture.

• The most popular topics among the people who mentioned Menlyn Park

Shopping Centre on Facebook are Movies and Food.

• The least popular topics that people who mentioned Menlyn Park Shopping

Centre on Facebook are Home/Garden & Alcohol.


Westgate MallPage Insights

qqq

Fans: 681


qqq

g



Westgate Mall has 4,1% engaged Facebook Fans

q48% w52%


Engaged Fans

Passive fans

Facebook Mentions: 1740 people


Westgate MallFan Insights

g

86054

660

420 400 320140 80 80 20 20

Dancing Pop Culture Charity Cooking ComputerProgramming

Education Environment DIY EventPlanners

Mentions


Interest/Activities

D Fashion –780

J Consumer Electronics - 460

= Alcoholic Beverages – 460

F Food & Dining – 1040

W Home & Garden – 260

M Movies – 1 180400

60

40

60

20

Single

Newlyweds

Engaged


Expecting Parents



Westgate MallTwitter Insights

qqqqqq

Followers: 29

Mentions: 5

t

Most Popular Day: 23rd Oct 2013


Location of Tweets

j60% o40%



3

2

0Original

Retweets

Replies

Web Mobile

5

Gauteng

Tweets

Provinces


Topics



Westgate MallInsights

g• Westgate is the 6th largest Mall in South Africa and has the 10th largest page on

Facebook .

• Westgate has 4,1% engaged users on their Facebook page.

• Westgate has over 1 740 mentions on Facebook, 52% by Females and 48% by

Males.

• Of the people that mentioned Westgate on Facebook 400 are Single and 60 are

Newlyweds .


Westgate on Facebook are Dancing & Popular Culture.

• The most popular topics among the people who mentioned Westgate like


• The least popular topics that people who mentioned Westgate like Facebook are

Home/Garden and Alcohol.


The Pavilion MallPage Insights

qqqqqqqqqq

Fans: 26 872

People Talking About This: 1 189

qqqqqqqqqq

g

Most Popular City: Durban


Pavillion Mall has 4,4% engaged Facebook Fans

q40% w59%


Engaged Fans

Passive fans



The Pavilion MallFan Insights

g

86054

11800 112008200 6600

4400 2800 1360 580 80



Mentions


Interest/Activities

D Fashion –16 600





M Movies – 18 0006400

980

620

460

20

Single

Newlyweds

Engaged


Expecting Parents

Family Status


Topics

The Pavilion MallInsights

g• Pavilion Mall is the 7th largest Mall in South Africa and has the 3rd largest page

on Facebook.

• Pavilion Mall has 4.4% engaged users on their Facebook page.

• Pavilion Mall over 26 000 mentions on Facebook, 59% by Females and 40% by

Males.

• From the people that mentioned Pavilion Mall on Facebook, 6 400 are Single and

980 Newlyweds.


Pavilion Mall on Facebook are Dancing & Popular Culture.

• The most popular topics that people who mentioned Pavilion Mall on Facebook

are Movies and Food.

• The least popular topics that people who mentioned Pavilion Mall on Facebook

are Home/Garden & Alcohol


Centurion Mall Page Insights

qqqqqqqq

Fans: 22 414


qqqqqqqq

g



Canal Walk has 0,2% engaged Facebook Fans

q47% w56%


Engaged Fans

Passive fans



Centurion MallFan Insights

g

86054

98007800 6800 6800

3800 2800 1280 660 100



Mentions


Interest/Activities

D Fashion – 8 200





M Movies – 16 0005800

640

540

220

20

Single

Newlyweds

Engaged


Expecting Parents



Centurion MallTwitter Insights

qqqqqq

Followers: 206

Mentions: 35

t

Most Popular Day: 30th Oct 2013


Location of Tweets

j31% o69%



1520

0Original

Retweets

Replies

Web Mobile

15

4 3

1 1

Gauteng Free state WesternCape

KZN Limpopo

Tweets

Provinces


Centurion MallInsights

g• Centurion Mall is the 8th largest Mall in South Africa and has the 5th Largest

Facebook page.

• Centurion Mall has 0,2% engaged users on their Facebook page.

• Centurion Mall has over 20 000 mentions on Facebook, 56% by Female and

47% by Males.

• Of the people that mentioned Centurion Mall on Facebook, 5 800 are Single and

640 Newlyweds.

• The most popular interest and activities among the people who mentioned

Centurion Mall on Facebook are Dancing & Popular Culture.

• The most popular topics among the people who mentioned Centurion Mall on

Facebook are Food/Dining and Movies.

• The most popular topics among the people who mentioned Centurion Mall on

Facebook are Home/Garden and Alcohol.


Cresta MallPage Insights

qqq

Fans: 960


qqq

g



Cresta Mall has 0,3% engaged Facebook Fans

q35% w64%


Engaged Fans

Passive fans



Cresta MallFan Insights

g

86054

36002800 2400 2000

1460960

400 140 60



Mentions


Interest/Activities

D Fashion – 4800





M Movies – 5 4002400

160

160

160

20

Single

Newlyweds

Engaged


Expecting Parents



Cresta MallTwitter Insights

qq

Followers: 166

Mentions: 44

t

Most Popular Day: 21st Oct 2013


Location of Tweets

j60% o40%



2610

8Original

Retweets

Replies

Web Mobile

11

42

Gauteng KZN Western Cape

Tweets

Provinces


Cresta MallInsightsg

• Cresta Mall is the 9th largest Mall in South Africa and has 9th largest page on

Facebook .

• Cresta Mall has 0,3% engaged users on their Facebook page.

• Cresta Mall has over 6 800 mentions on Facebook, 35% by Female and 64%

by Males.

• Of the people that mentioned Cresta Mall on Facebook, 2 400 are Single and

160 Newlyweds.

• The most popular interest and activities among the people who mentioned Cresta

Mall on Facebook like Dancing & Popular Culture.

• The most popular topics among the people who mentioned Cresta Mall on

Facebook are Movies and Fashion.

• The most popular topics among the people who mentioned Cresta Mall on

Facebook are Home/Garden and Alcohol


Clearwater MallPage Insights

qqqqqqqqqqq

Fans: 45 823


qqqqqqqqqqq

g



Clear Water has 0,4% engaged Facebook Fans

q36% w61%


Engaged Fans

Passive fans



Clearwater MallFan Insights

g

86054

1680013800 11699 11000

68004400

1800 940 220



Mentions


Interest/Activities






M Movies – 30 00013000

2200

1180

540

20

Single

Newlyweds

Engaged


Expecting Parents



Clearwater MallTwitter Insights

qqqqqq

Followers: 553

Mentions: 52

t



Location of Tweets

j56% o44%



38

10

4Original

Retweets

Replies

Web Mobile

36

3

Gauteng Free state

Tweets

Provinces


Clearwater MallInsights

g• Clearwater Mall is the 10th largest Mall in South Africa and has the 2nd largest

Facebook page .

• Clearwater Mall has 0,4% engaged users on their Facebook page.

• Clearwater Mall has over 42 00 mentions on Facebook, 55% by Females and

44% by Males.

• Of the people that mentioned Clearwater mall on Facebook 13 000 are Single

and 2 200 are Newlyweds.


Clearwater mall on Facebook are Dancing & Popular Culture.

• The most popular topics among the people who mentioned Clearwater mall on

Facebook are Food/Dining and Fashion.

• The least popular topics among the people who mentioned Clearwater mall on

Facebook are Home/Garden % Alcohol.


Malls Benchmark f Fans

g

86054

45823

2660022600 22414

151466441 4179 960 681

Canalwalk

ClearWater

Pavillion Gateway Centurion Sandton East Gate Menlyn Cresta Westgate

Fans

Malls

Number of Facebook Fans (15 Oct - 15 Nov)


Malls Benchmarkf Engagement Rate

g

4,64,4

4,1 4

3,3

2,9

1,7

0,4 0,3 0,2

Canalwalk

Pavillion Westgate Sandton Gateway East Gate Menlyn ClearWater

Cresta Centurion

Engagem

ent

Rate

Malls

Engagement Rate (15 Oct – 15 Nov)


Malls Benchmark f Mentions

g

116000

102000

4200032000

2600020000 20000

9200 68001740

Canalwalk

Sandton ClearWater

Gateway Pavillion Centurion East Gate Menlyn Cresta Westgate

Mentions

Malls

Facebook Mentions (15 Oct – 15 Nov)


Malls Benchmark t Followers

t

15083

6996

4001

661 553 384 206 166 29

Sandton Gateway Canalwalk

East Gate ClearWater

Menlyn Centurion Cresta Westgate Pavillion

Follo

wers

Malls

Number of Twitter Followers (15 Oct – 15 Nov)


Malls Bench Markt Mentions

u


14391321

828

187125

52 44 35 5

Canalwalk

Sandton Gateway East Gate Menlyn ClearWater

Cresta Centurion Westgate Pavillion

Twitte

r M

entions

Malls

Twitter Mention (15 Oct – 15 Nov)

Malls Benchmarkt Reach

u


57000001700000 1300000

357721194051

5424720755 20238 17033

Sandton Gateway Canalwalk

East Gate Menlyn ClearWater

Centurion Cresta Westgate Pavillion

Reach

Mall

Cumulative Reach (15 Oct – 15 Nov)

Mallsf Insights

g

• Canal Walk is the Mall with the most Facebook Fans.

• Westgate is the Mall with the least Facebook Fans.

• Canal Walk is the Mall has the most engaging Facebook

page.

• Malls have an average of 2,5% engagement rate.

• The most popular age demographic amongst the Malls is

between 25 – 34 on Facebook.

• Sandton City is the only Mall that has more Male

Facebook fans than Females.


Mallst Insights

u

• Sandton City is the Mall with the most Followers.

• Westgate is the Mall with the least Twitter Followers.

• Canal Walk is the Mall has the most mentions on Twitter.

• Westgate is the Mall that has the least mentions on

Twitter.

• Sandton City is the Mall that had the highest reach on

Twitter.

• Westgate is the Mall that had the lowest reach on

Twitter.


Recommendations

For strategic insights and recommendations, see the detailed report here:

http://info.zasocialmedia.com/social-media-audit-south-african-malls

http://info.zasocialmedia.com/social-media-audit-south-african-malls

Tel: (011) 321 0201

www.zasocialmedia.com

[email protected] by:

Sandile Mayambala – Social Media

Analyst

@sanzasurf

Tela Litana– Content Strategist

& Social Media Manager

@tela_telz

Thobeka– Social Media Co-ordianator

ZASocial Media

@thob_tee


social media audit - south african malls

Social Media

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facebook page

facebook mentions

facebook twitter

m2 sandton city

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m2 centurion mall

m2 cresta mall