#StopRetailCrime Using Social Media to prevent crime…

1. #StopRetailCrime Using Social Media to prevent crime…

2. Mac’s Convenience Stores • Owned by Quebec based company, Couche-Tard • Largest C-Store operator in Canada • 6140 locations across North America • Over 1600 locations across Canada • 570 locations in Ontario • Employ approx. 4200 employees • Service approx. 650,000 customers per day

3. Discussion Topics • What is Social Media • Why use Social Media • Thunder Bay Project • Our Goal • The Process • Results - Stats

5. What is Social Media? Social media is a platform for people to connect and share information with others in an instant

6. What does EVERY RETAILER have in common?

8. Thunder Bay Project • 2011/2012 Experienced challenging times in Thunder Bay • 37 robberies in 7 months • Police resources and budget • Staff and community safety • Crime Stoppers – Social Media • Think outside the box

9. average viewer The watches 12.2hours of online video per month.

10. 40% more people compared to last year are watching videoon a mobile device

11. Mobiledevice are twiceas likely to users share video with friends than non-mobileusers.

12. Why Use Social Media? • Reach a different demographic • Change the culture of crime – the criminals use it, why not you! • Make people think twice • Combat ORC • Support local police and crime prevention initiatives • Make your business less attractive to criminals

13. Our Goal Work together with the Community, Crime Stoppers and Law Enforcement to stop, solve and prevent crime against Mac’s Stores: • Create Awareness on Retail Crime • Expose criminals • Provide a conduit to Crime Stoppers • Enhance the safety & security of our customers and employees

14. The Process • Legal requirements

15. Legal Requirements • Identify who will manage and post on the pages The Loss Prevention Department will monitor, post and manage the social media pages. • A crime must be verified on video, accompanied with a police report number before a suspect image can be posted. • Is it a minor or not • Disclaimer: “Please remember, all suspects are innocent until proven guilty in a court of law” • Push viewers to contact Crime Stoppers • Signage

16. The Process • Legal requirements • Build your social media pages • DVR system/cameras • Develop a partnership with Police & Crime Stoppers • Develop partnerships with the Media • Marketing & Advertising

17. Wait! Isn’t that Jeremy?

18. APPREHENDED

21. Thunder Bay Results Sept 2011/March 2012 • 37 Robberies • 6 Apprehensions Since the inception of MacsCrimeBusters: March 2012 to Present: • 6 Robberies • 5 Apprehensions 84% reduction in robberies!

22. Overall Results… • Since the inception of this initiative in March 2012: • 96Suspects posted • 69 Apprehensions • 80Cases cleared • July 2012 program was launched in Western Canada: • 17 Suspects posted • 6 Apprehensions • 6 Cases cleared • YTD Robberies are down 39% • Only $900.00 has been paid out to tipsters 69% Clearance Rate

23. *Stats reflect YTD As of March 27th, 2013

27. www.twitter.com/MacsCrimeBuster www.facebook.com/MacsCrimeBusters www.YouTube.com/MacsCrimeBusters

28. Sean Sportun, ICPS 416-904-3805 sean.sportun@macs.ca

29. Questions…