24 Hour Social Media Campaign

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24 Hour Social Media Campaign is a case study experiment. Here is the project brief:

Experiment - Launch a 24 hour social media campaign to drive views to an e-Learning presentation: Social Media in 3D (also on SlideShare)

Tactics - Leverage featured brands on Facebook and other social media sites to see what happens.

Goals - Discover insights about social media campaigns, measure, and report the results.

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24 Hour Social Media Campaign

  1. 1. Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry 24 Hour 
 Social Media Campaign Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  2. 2. Social Media Campaign Strategy Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry • Launch a 24 hour social media campaign to drive views to an e-Learning presentation: ‘Social Media in 3D’ " • Leverage featured brands in case study slides
 from the ‘Social Media in 3D’ presentation " • To make it really hard...Try the experiment 
 2 days before Thanksgiving Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  3. 3. Social Media Campaign Goals • Experiment with a Minimalist Approach 
 to see what happens with limited time + resources " • Two posts, Five tweets, in a 24 hour period " • See if wall posts in social media ‘groups’ make an " impact • ‘Circles” • ‘Likes’ • ‘Connections’ • ‘Friends’ • ‘Community’ • ‘Followers’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  4. 4. Social Media Campaign Tactics • 1 Presentation, 2 Posts and 5 Tweets on these sites " • SlideShare1 Presentation - • Facebook 1 Post - • Google+ 1 Post - • Twitter - 5 Tweets • Linkedin - 5 Updates (from Twitter feed) Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  5. 5. Pre-Campaign - 11/21 SlideShare • ‘Social Media in 3D’ presentation posted 
 on SlideShare.com • 4pm EST, 11/21 • 42 views on 
 Pre-campaign Day Mark Johnson FAIA - Profile page at SlideShare.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  6. 6. Facebook 
 Campaign Day Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  7. 7. Facebook on Campaign Day - 11/22 • Facebook Post at Mark Johnson-Architect ‘pro page’ with 6 tags (embedded hot-links) " • 10:00 EST - “Here's a FIRST LOOK at my new presentation, 
 Social Media in '3D' on SlideShare. It explores how 3D virtual media can be leveraged with social media. I feature case studies from 
 The American Institute of Architects Convention, 
 Southeast Building Conference, 
 National Kitchen & Bath Association (NKBA) KBIS Show, and 
 Google SketchUp 3D Basecamp. 
 I hope you enjoy!” Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  8. 8. Campaign Day - 11/22
 Mark Johnson FAIA - Facebook ‘pro page’ • Post on Mark’s
 ‘pro page’ wall • 382 Friends • Six embedded links on the ‘wall’ of much larger Facebook sites Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  9. 9. Extending ‘Reach’ on Facebook • The embedded tags create a post on each 
 Facebook wall or ‘Friend Activity’ stream for 
 increasing potential reach to these groups: • SlideShare 55,191 • AIA Architects 12,593 • SEBC 425 • NKBA 2,314 • KBIS 1,596 • Google SketchUp 57,279 ~129,400 Total Friends Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  10. 10. Campaign Day - 11/22
 SlideShare - Facebook page • Post on 
 SlideShare’s wall • Hosting site for ‘Social Media in 3D’
 Presentation • 55,191 people 
 ‘like’ SlideShare Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  11. 11. Campaign Day - 11/22
 AIA Architects - Facebook page • Post on 
 American Institute 
 of Architect’s wall • Features case study from AIA National Convention, Miami • 12,593 people 
 ‘like’ The America Institute of Architects Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  12. 12. Campaign Day - 11/22
 SEBC - Facebook page • Post on 
 SEBC’s wall • Features case study from Southeast Building Conference Expo, Orlando • 425 people 
 ‘like’ Southeast Building Conference Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  13. 13. Campaign Day - 11/22
 NKBA - Facebook page • Post on 
 NKBA’s wall • Features case study from NKBA’s 
 KBIS Show, Chicago • 2,314 people 
 ‘like’ National Kitchen & Bath Association Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  14. 14. Campaign Day - 11/22
 KBIS (Kitchen+Bath Show) - Facebook page • Post on 
 KBIS Show wall • Features case study from KBIS Show, Chicago • 1,596 people 
 ‘like’ KBIS 
 (Kitchen+Bath Industry Show) Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  15. 15. Campaign Day - 11/22
 Google SketchUp - Facebook page • Post on Google SketchUp’s wall • Features case study from Google 3D Basecamp, Boulder • 57,279 people 
 ‘like’ Google SketchUp Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  16. 16. Twitter 
 Campaign Day Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  17. 17. Campaign Day - 11/22
 Twitter • 5 Tweets to Mark’s 
 4,670 Followers • 8:30am • 11:30am • 2:30pm • 5:50pm • 8:30pm Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  18. 18. Each Tweet is slightly different • 8:30am - FIRST LOOK > "Social Media in 3D" my new presentation on @SlideShare > http://ow.ly/7BtKK > Showcasing #socialmedia w/ #Google @SketchUp " • 11:30am - MUST See! > "Social Media in 3D" on @SlideShare > http://ow.ly/7BKEo < Engaging #Designers & #Architects with #SM #Google @SketchUp & #3D " • 3:30pm - Fascinating! > "Social Media in 3D" on @SlideShare > http://ow.ly/7C0NV Ideas on #SM w/ @google @SketchUp @twitter @facebook @linkedin " • 5:30pm - See my new presentation on @slideshare, Social Media in 3D...Mashup of social+virtual worlds! > http://ow.ly/7Cf09 #SM #design #google " • 7:30pm - Wow! Cool presentation > 'Social Media in 3D' on @SlideShare > http:// ow.ly/7Cgp2 Ideas on #SM w/ #Google #SketchUp #Twitter #Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  19. 19. Google+ Campaign Day Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  20. 20. Campaign Day - 11/22
 Mark Johnson FAIA - Google+ Profile • Post on Mark’s 
 Google+ page • Mark is in 203 
 Google+ Circles Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  21. 21. Campaign Day - 11/22
 Mark Johnson FAIA - Google+ Stream • Example of a 
 Google+ stream • Streams can be narrowed by selecting a circle • My post is visible in any circle in which I’m a member 
 (203 Circles) Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  22. 22. Linkedin 
 Campaign Day Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  23. 23. Day Two - 11/21
 Mark Johnson FAIA - Linkedin Profile • Mark’s Twitter stream is embedded on Linkedin profile page. • The five tweets appeared on this 
 Twitter feed during the Campaign Day • 856 Linkedin Connections Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  24. 24. Post-
 Campaign 
 Results Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  25. 25. One > Few > Many Facebook Stats • Facebook posts x Friends = potential views • 1 FB Post • 6 > 382 Personal ‘Pro’ Friends FB Professional Brand sites > Copyright ©  2012 Mark Robert Johnson FAIA 129,400 Friends MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  26. 26. One > Few > Many Twitter Stats • Twitter followers x tweets = potential views • 5 Tweets > • 2 RTs 5,500 Impressions > Copyright ©  2012 Mark Robert Johnson FAIA 23,350 Impressions MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  27. 27. One > Few > Many Google+ and Linkedin Stats • • • • Google ‘circles’ x members = potential views 1 Google+ post = 203 in Circles Linkedin updates x connections = potential views 5 Linkedin updates = 4,280 Impressions Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  28. 28. One > Few > Many SlideShare Stats • SlideShare followers x uploads = potential views • Plus a vast community of 55,000,000 visitors per month • 1 Presentation Copyright ©  2012 Mark Robert Johnson FAIA > 2 Posts > 238 views MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  29. 29. " e-Learning Views of Presentation each Day • Combining ‘potential reach’ from all social media: 42 " 163,000 
 Impressions 153 43 238 Copyright ©  2012 Mark Robert Johnson FAIA Pre-Campaign views Campaign Day (24 hrs) Post-Campaign (24 hrs) Total Views in 48 hours MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  30. 30. HootSuite - Social Media Dashboard for Teams using Twitter, Facebook, Linkedin 11/23/11 5:53 PM Ow.ly Aggregated Stats for Twitter @MarkJohnsonFAIA e-Learning Views from Social Media Sources Summary Stats HootSuite - Social Media Dashboard for Teams using Twitter, Facebook, Linkedin • 12 views from 
 only 5 tweets • 240% ‘click-through from tweet ratio’ 11/23/11 5:53 PM Ow.ly Aggregated Stats for Twitter @MarkJohnsonFAIA Summary Stats Clicks by Region Top Referrers Clicks by Region Top Referrers • 68% of views 
 from U.S • See referring sites 
 in bar graph on right Region Clicks Referrer Referrals United States 66.7% (10) Direct Click 6 European Union 6.7% (1) hootsuite.com 6 Canada 6.7% (1) twitter.com 2 United Kingdom 6.7% (1) facebook.com 1 Bahamas 6.7% (1) Others 6.7% (1) Most Popular Links Region United States Copyright ©  2012 Mark Robert Johnson FAIA Clicks Referrer Referrals 66.7% (10) Direct Click 6 hootsuite.com 6 European Union 6.7% (1) http://hootsuite.com/analytics/view?presetId=1&displayType=PRINT…-+Nov+23%2C+2011&searchTerms%5BsocialNetworkIds%5D%5B%5D=1211118 Canada 6.7% (1) United Kingdom 6.7% (1) twitter.com 2 facebook.com 1 MARKITECT
 Page 1 of 2 Mark Johnson FAIA|AIBD|CKD
  31. 31. e-Learning Views of Presentation by Source Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  32. 32. " Summary Take-aways • SlideShare community generated most views • Other social media sites less busy before holidays • Leverage several Social Media sites simultaneously 
 to insure a successful Campaign • Success - The e-Learning presentation was
 viewed once every ten minutes on Campaign Day! Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  33. 33. Mark Johnson FAIA | CKD | AIBD • MARKITECT.me Consulting • Marketing and Communications • Social Media • Industry Education • Speaking Engagements • Design Services • Marketer | Educator | Architect • Contact: mrj.faia@gmail.com Copyright © 2013 All Rights Reserved MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  34. 34. MARKITECT.me - Social Media Awards • Winner of Three Be2Awards - London Social Media Week • 2013 - Best B2B Education & Learning Project • 2012 - Best B2B PR/Marketing Campaign • 2012 - Best B2B Education & Learning Project B2B Social Media 
 Marketing in the Architecture Engineering
 Construction 
 Industry " • Named ‘Top 100 Design Tweeter’ by DesignCrave • 11,500+ Twitter followers • 60,000+ Tweets • 25+ daily e-Newspapers Copyright © 2013 All Rights Reserved Copyright ©  2011 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  35. 35. Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry 24 Hour 
 Social Media Campaign Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD

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