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Poggenpohl Live Twitter Chat - #kbtribechat
 

Poggenpohl Live Twitter Chat - #kbtribechat

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This case study showcases the social media marketing goals, tactics, and success of the #kbtribechat Twitter chat sponsored by Poggenpohl Cabinetry at the 2012 Kitchen & Bath Industry Show (KBIS). ...

This case study showcases the social media marketing goals, tactics, and success of the #kbtribechat Twitter chat sponsored by Poggenpohl Cabinetry at the 2012 Kitchen & Bath Industry Show (KBIS). Janine Flamer, VP of Marketing & Public Relations at Poggenpohl US, was interviewed by guest host, Mark Johnson FAIA.

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    Poggenpohl Live Twitter Chat - #kbtribechat Poggenpohl Live Twitter Chat - #kbtribechat Presentation Transcript

    • Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry Poggenpohl Twitter Chat 
 KBIS (Kitchen & Bath Industry Show) Panoramio photo by Terry Babij: @Tbabij Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Poggenpohl USA Goals for KBIS 2012 • Use social media to drive booth traffic and online visits during KBIS • Promote Artesio Kitchen launch and educate designers beyond 
 the expo floor ‘Poggenpohl at KBIS in Chicago!’ - Twitter chat post from kbtribechat blog announcing Poggenpohl’s sponsorship. • Leverage designers, bloggers and the social media press to share 
 the message Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Social Media Marketing Tactics Used by Poggenpohl - KBIS 2012 Twitter Facebook Integrate
    •   Social
    •   media
    •   
 networks
    •   
    •   to
    •   point
    •   back
    •   
 to
    •   Poggenpohl
    •   Website
    •    Pinterest Copyright ©  2012 Mark Robert Johnson FAIA Smart-Phone
    •   
 Photo
    •   Sharing
    •   Apps MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Social Media Marketing Tactics Leverage #KBTribeChat • Engage a weekly gathering of 50+ industry professionals using Twitter 
 to discuss K&B Industry Trends and promote the Artesio Kitchen launch • Poggenpohl sponsored and hosted the #KBTribeChat Twitter chat in 
 their KBIS booth Photos from #kbtribechat Twitter Chat at Poggenpohl Booth - KBIS 2012 in Chicago Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Transcript - 564 Tweets 
 #KBTribeChat at KBIS Text Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Measuring Tweets, RTs and Impressions 
 for Poggenpohl at KBIS 2012 Text Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Depth, substance and quality of Social Media engagement? • 338 Tweets sent during the live chat • 226 Tweets sent during the week leading up to the chat • All used the #KBTribeChat hashtag • Lets look at the substance and quality of the conversations on the following slides... Photos from #kbtribechat Twitter Chat at Poggenpohl Booth - KBIS 2012 in Chicago Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Introductory remarks
 at PoggenPohl Booth Tweets from the live Twitter chat stream on 4/25/2012 during KBIS Twitter Chat - #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • #KBTribeChat attendees 
 acknowledging Poggenpohl Tweets from the live Twitter chat stream on 4/25/2012 during KBIS Twitter Chat - #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Attendees welcoming each other, 
 and attending from a distance Tweets from the live Twitter chat stream on 4/25/2012 during KBIS Twitter Chat - #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Q&A between Host and Interviewee, 
 broadcast by KBIS Show on Twitter Tweets from the live Twitter chat stream on 4/25/2012 during KBIS Twitter Chat - #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Artesio Kitchen at Pinterest • Share live/candid photos from the KBIS booth • Post immediately 
 for engagement with designers attending via social media networks • Spontaneous and engaging, with host and designer commentary Copyright ©  2012 Mark Robert Johnson FAIA “A1) Here's #Pinterest pin of +ARTESIO #Kitchen >http://t.co/eYeYb5fu Note the dramatic 'Function arch.' #kbtribechat comments? #KBIS” MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Pinterest Board with links 
 to Poggenpohl Website 232 Pinterest followers of this Pin Board Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Tweets w/ Pictures 
 from the Trade Press Tweet from Twitter chat stream on 4/25/2012 during #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Designers sharing comments 
 and pictures on Twitter Tweet from Twitter chat stream on 4/25/2012 during #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • ‘Retweets’ for further reach - Designers sharing comments and pictures on Twitter Tweet from Twitter chat stream on 4/25/2012 during #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Promoted two Artesio finishes remotely - 
 Chicago Mart Showroom and KBIS Booth Tweets from the live Twitter chat stream on 4/25/2012 during KBIS Twitter Chat - #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Both Artesio finishes on Pinterest Board - 
 Chicago Mart Showroom and KBIS Booth Text Copyright ©  2012 Mark Robert Johnson FAIA Text MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Ferguson Promoting on Twitter 
 with pictures from Poggenpohl Chat Tweet from Twitter chat stream on 4/25/2012 during #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Artesio Built-in Furniture on Pinterest Board Chicago Mart pictures prior to Twitter Chat Tweet from Twitter chat stream on 4/25/2012 during #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Sharing the Hadi Teherani Story 
 along with Artesio Accessories Tweet from Twitter chat stream on 4/25/2012 during #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Broadcasting Poggenpohl’s design award 
 presented by @kbculture blog Tweet from Twitter chat stream on 4/25/2012 during #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Designers sharing Poggenpohl’s History on Twitter - Website views and education Tweet from Twitter chat stream on 4/25/2012
 #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Poggenpohl created lasting memories 
 for Designers at their KBIS Twitter Chat Tweet from Twitter chat stream on 4/25/2012 during #KBTribeChat sponsored by Poggenpohl Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Poggenpohl Twitter Chat Summary • Engaged 57 Attendees for 1 Hour • 20 people in KBIS Booth • 37 online Twitter attendees • Mostly Designers, Press, Bloggers • 89,373 unique Twitter users reached • 890,000 Twitter impressions • An exciting attraction, engaging designers on the KBIS Expo floor 
 and across the U.S. Photos from #kbtribechat Twitter Chat at Poggenpohl Booth - KBIS 2012 in Chicago Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Report for Poggenpohl #KBTribeChat Twitter Chat at KBIS 2012 338 Tweets during Twitter Chat Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • 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
    • 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 MARKITECT
 Mark Johnson FAIA|AIBD|CKD
    • Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry Poggenpohl Twitter Chat 
 KBIS (Kitchen & Bath Industry Show) Panoramio photo by Terry Babij: @Tbabij Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD