24 Hour Social Media Campaign by Mark Johnson FAIA

Best Education and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction Industry24 Hour SM CampaignMark Johnson FAIA | CKD | AIBDCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Social Media Best Education and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction IndustryCampaign Strategy• 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 ThanksgivingCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 • ‘Likes’ • ‘Circles” • ‘Friends’ • ‘Connections’ • ‘Followers’ • ‘Community’Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Social Media Campaign Tactics• 1 Presentation, 2 Posts and 5 Tweets on these sites• SlideShare - 1 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

Pre-Campaign - 11/21SlideShare• ‘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.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Facebook on Campaign Day - 11/22• Facebook Post at Mark Johnson-Architect ‘pro page’ with 6 tags (embedded hot-links) • 10:00 EST - “Heres 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

Campaign Day - 11/22Mark Johnson FAIA - Facebook ‘pro page’• Post on Mark’s ‘pro page’ wall• 382 Friends• Six embedded links on the ‘wall’ of much larger Facebook sitesCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 FriendsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Campaign Day - 11/22SlideShare - Facebook page• Post on SlideShare’s wall• Hosting site for ‘Social Media in 3D’ Presentation• 55,191 people ‘like’ SlideShareCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Campaign Day - 11/22AIA 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 ArchitectsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Campaign Day - 11/22SEBC - Facebook page• Post on SEBC’s wall• Features case study from Southeast Building Conference Expo, Orlando• 425 people ‘like’ Southeast Building ConferenceCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Campaign Day - 11/22NKBA - Facebook page• Post on NKBA’s wall• Features case study from NKBA’s KBIS Show, Chicago• 2,314 people ‘like’ National Kitchen & Bath AssociationCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Campaign Day - 11/22KBIS (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

Campaign Day - 11/22Google SketchUp - Facebook page• Post on Google SketchUp’s wall• Features case study from Google 3D Basecamp, Boulder• 57,279 people ‘like’ Google SketchUpCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 #FacebookCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Campaign Day - 11/22Mark 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

Day Two - 11/21Mark 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 ConnectionsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

One > Few > ManyFacebook Stats• Facebook posts x Friends = potential views• 1 FB Post > 382 Personal ‘Pro’ Friends• 6 FB Professional Brand sites > 129,400 FriendsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

One > Few > ManyTwitter Stats• Twitter followers x tweets = potential views• 5 Tweets > 23,350 Impressions• 2 RTs > 5,500 ImpressionsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

One > Few > ManyGoogle+ 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 ImpressionsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

One > Few > ManySlideShare Stats• SlideShare followers x uploads = potential views• Plus a vast community of 55,000,000 visitors per month• 1 Presentation > 2 Posts > 238 viewsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

e-Learning Views of Presentation each Day• Combining ‘potential reach’ from all social media: 42 Pre-Campaign views 163,000 153 Campaign Day (24 hrs) Impressions 43 Post-Campaign (24 hrs) 238 Total Views in 48 hoursCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

HootSuite - Social Media Dashboard for Teams using Twitter, Facebook, Linkedin 11/23/11 5:53 PM Ow.ly Aggregated Stats for Twitter - @MarkJohnsonFAIAe-Learning Views from Social Media Sources Summary Stats HootSuite - Social Media Dashboard for Teams using Twitter, Facebook, Linkedin 11/23/11 5:53 PM• 12 views from Ow.ly Aggregated Stats for Twitter - @MarkJohnsonFAIA only 5 tweets Summary Stats• 240% ‘click-through from tweet ratio’ Clicks by Region Top Referrers• 68% of views from U.S• See referring sites Clicks by Region Top Referrers 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 facebook.com 1 6.7% (1) Bahamas 6.7% (1) Others 6.7% (1) Most Popular Links Region Clicks Referrer Referrals United States 66.7% (10) Direct Click 6 hootsuite.com 6Copyright © 2012 Mark Robert Johnson FAIA European Union 6.7% (1) MARKITECT http://hootsuite.com/analytics/view?presetId=1&displayType=PRINT…-+Nov+23%2C+2011&searchTerms%5BsocialNetworkIds%5D%5B%5D=1211118 Page 1 of 2 Canada 6.7% (1) twitter.com 2 Mark Johnson FAIA|AIBD|CKD facebook.com 1 United Kingdom 6.7% (1)

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

Mark Johnson FAIA | CKD | AIBD• MARKITECT.me Consulting • Marketing • Social Media • Industry Education • Speaking Engagements • Design Services• Marketer | Educator | Architect for the Design + Building Industry • Contact: mrj.faia@gmail.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

MARKITECT.me - Awards and Statistics• Winner of two Be2Awards - London Social Media Week • Best AEC PR/Marketing Campaign B2B Social Media Marketing in the Architecture • Best Education and Learning Project Engineering Construction Industry• Named ‘Top 100 Design Tweeter’ by DesignCrave• 9,000+ Twitter Followers• 44,000+ Tweets• 25 daily e-NewspapersCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

MARKITECT.me - KLOUT Score• According to KLOUT: • MARKITECT’s ‘Inﬂuence’ is in the 95th percentile of all Twitter users• Top Topics of Inﬂuence • Architecture • Social Media • Interior DesignCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Best Education and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction Industry24 Hour SM CampaignMark Johnson FAIA | CKD | AIBDCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

http://paper.li	411
http://markitect.me	98
http://pinterest.com	6
http://console.flite.com	3
http://us-w1.rockmelt.com	2
http://www.twylah.com	2
http://feeds.feedburner.com	2
http://a0.twimg.com	1
http://www.linkedin.com	1

24 Hour Social Media Campaign by Mark Johnson FAIA

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