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Social Media Marketing for the AEC Industry
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Social Media Marketing for the AEC Industry

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In this presentation, you will learn about a pioneering social media marketing initiative for Formica Group, a global brand 
from the AEC Industry (Architecture/Engineering/Construction). This ...

In this presentation, you will learn about a pioneering social media marketing initiative for Formica Group, a global brand 
from the AEC Industry (Architecture/Engineering/Construction). This project is a collaboration between MARKITECT.me, Vehr Communications, Igloo Studios and Formica Group.

The case study will be featured in "Business to Business Marketing Management: A Global Perspective", a college textbook 
by Jim Blythe and Alan Zimmerman, 
to be released in early 2013.

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Social Media Marketing for the AEC Industry Social Media Marketing for the AEC Industry Presentation Transcript

  • Best B2B PR/Marketing Campaign 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry 
 Social Media 
 Marketing for the AEC Industry Formica Group booth at KBIS 2012 - Chicago Formica Group " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • MARKITECT.me Introduction Best AEC PR/Marketing Campaign 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry • This presentation shares a pioneering social media marketing project for Formica Group, a global brand in the AEC Industry. " • It is featured in Business to Business Marketing Management: A Global Perspective, a college textbook by Jim Blythe and Alan Zimmerman. " • It was my pleasure to collaborate with Formica 
 Group and Vehr Communications on this 
 ground-breaking project. Copyright ©  2012 Mark Robert Johnson FAIA Homention.com - The word “retro” signifies looking backward MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Marketing Case Study - Background • Formica Corporation’s legacy dates back to the invention 
 of ‘Formica®’ in 1913. By the 1950s, its decorative laminates were used for the kitchen and bathroom countertops in one out of three new American homes. " • In the same decade Formica® Brand-topped 
 dining tables with chrome legs became an icon 
 of mid-century American furniture design. Vintage advertisement - Formica® 
 topped dining table with chrome trim Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Marketing Case Study - Background • The second half of the 1900s presented greater challenges 
 to Formica Corporation. " • Competing decorative laminate manufacturers, changing consumer preferences for upscale tile and stone countertops, 
 the product’s lifecycle maturity and its perception 
 as a commodity, all challenged its market leadership. Formica® Girl - 1960’s Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Marketing Case Study - The Breakthrough • In 2012, Formica Group introduced IdealEdge™, decorative laminate edges suitable for curved, clipped or 90-degree corner installations. " • IdealEdge™ profiles 
 transcend the customary 
 limitations of laminate by 
 eliminating flat edges 
 and brown seams. Dolce Vita 180fx® with IdealEdge™ - Bullnose Profile Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Marketing Case Study - Opportunities? • The rise of B2B social media marketing coincided with Formica Group’s introduction of these new products and achievements. " • The company’s marketing team speculated 
 if its product launch, in conjunction with its 
 new eChip™ app for the iPad, could be 
 optimized using social media marketing 
 at North American trade shows and events. Formica® eChip™ app for the iPad Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Social Media - Marketing Goals 1. Promote new product launch at two major trade shows 2. Increase online visits to website 3. Drive trade show booth traffic 4. Share iPad app launch 5. Encourage bloggers and trade 
 press to share the message 6. Reach audience beyond 
 the trade show floor Formica Group booth at International Builders’ Show 2012 (IBS) - Orlando Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Marketing Case Study - Key Questions 1. What were the possible risks attached to using a new marketing medium (social media) at a time when the company was also launching a new product? 2. What combination of social media networks should Formica Group use? 3. How could Formica Group integrate its marketing campaign and events by cross-promoting on multiple social media networks to optimize ROI? 4. How might Formica Group reach out to the designer and builder bloggers to leverage their influence? MARKITECT
 Copyright ©  2012 Mark Robert Johnson FAIA Mark Johnson FAIA|AIBD|CKD
  • Formica Group Marketing Case Study - Key Questions 5. How can Formica Group use social media to create a ‘content marketing’ message about their sustainable products and leverage the Cool Energy House at the International Builders’ Show? 6. Online design tools like apps, software and 
 3D product models are a way that building product manufacturers differentiate themselves from competitors and create brand loyalty within the design community. How can Formica Group leverage its investment in this technology with designers and product specifiers? Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Integrated Social Media Marketing Strategy Live Events Flickr Show Homes Twitter Chat Integrate SoMe with Pinterest Website / Blog Facebook Google+ Paper.li Designer Tools Twitter Amplifies all networks to drive click-throughs and views Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Social Media - Marketing Tactics • Execute an integrated strategy to leverage social media networks • Coordinate LIVE social media events at two major trade shows with Formica Group • Reach out to engage 
 designer/bloggers • Incorporate show home 
 product placement • Promote designer tools for 
 ‘after the show’ value Copyright ©  2012 Mark Robert Johnson FAIA TweetUp organized by MARKITECT.me and Formica Group -
 Formica Booth at KBIS 2012 - Chicago MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Why Use Multiple Social Media Networks? " Each network provides a unique perspective…and I’m working on a #Project Twitter Facebook I ‘like’ my project ... I invite you to ‘like’ it Google+ My Circle of Friends do projects, too Visual Media and" Curated Content Flickr Here’s a picture of one of my projects Pinterest Here’s a collection of my projects Paper.li You can read about more projects here 3DWarehouse Here’s a model of my project Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Networks Differ in Audience/Engagement " Communication and Engagement Spontaneous updates, disperse like vapor Twitter Facebook Updates + pictures on Timeline … lasting Google+ Posts within smaller Circles of Friends Visual Media and Curated Content " Flickr Pictures and short video - Pro and amateur Pinterest Collections - Huge for interior designers Paper.li News - Curated from others’ tweets 3DWarehouse 3D models - Designs and build-out Google Earth Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Social Media Case Study Categories Live Events Flickr Show Homes Twitter Chat Integrate SoMe with Pinterest Website / Blog Facebook Google+ Paper.li Designer Tools Twitter Amplifies all networks to drive click-throughs and views Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Social Media Campaign Communication 
 and Engagement
 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • #kbtribechat
 Twitter Chat - Weekly Online ‘Focus Group’ The entire Twitter conversation is documented - An ‘online focus group’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • #kbtribechat
 Twitter Chat Leveraged for Pre-show Buzz • #kbtribechat conversations create ‘buzz’ in the online design community • 55 Kitchen & Bath professionals attended from across the U.S. • 564 tweets including 
 the show home with Formica® Brand products Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Facebook - 3D Kitchen Model with 180fx Cross-promoting Formica® products and design tools from the 
 Trimble 3D Warehouse powered by Google to Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Facebook - 3D Kitchen Plans with 180fx Facebook as a social media showcase for sharing 
 Formica Group’s SketchUp and Product Connect design tools Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • MARKITECT.me Facebook: Leveraging Architects • Engaging with AIA Architects and AIBD 
 Building Designers 
 to promote Formica Group’s design tools • 3D models in SketchUp at 3D Warehouse Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • SketchUp Facebook: Leveraging SketchUp’s Followers • 81,000 SketchUp ‘Likes’ on Facebook • SketchUp created 
 a spike in Formica® 180fx® product views and downloads at the 3D Warehouse with this post on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • MARKITECT.me Google+ to Engage Architects & Designers • Tapping ‘Circles’ at Google+ to engage with designers and architects Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Social Media Campaign Visual Media and 
 Curated Content Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • MARKITECT.me Flickr - Photo Sharing Community Flickr was leveraged to promote Formica Group’s product sponsorship during IBS Show across social media networks including Twitter and Facebook MARKITECT
 Copyright ©  2012 Mark Robert Johnson FAIA Mark Johnson FAIA|AIBD|CKD
  • MARKITECT.me Pinterest - IBS Show Pinboard for ® Formica Pinterest used to create a ‘visual collection’ of all the Formica® events at IBS Show Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • #kbtribechat
 Paper.li e-Newspaper Top Story • 180fx® featured as 
 the top story in #kbtribechat’s daily 
 e-Newspaper Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Social Media Campaign Live Events - Bloggers 
 and Tweetups Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Live Events Using Social Media • International Builders’ Show - IBS 2012 1. TweetUp and Booth Tour in Formica® Booth 2. Reporting/Broadcasting in Formica® Booth and VIP Events " • Kitchen & Bath Industry Show - KBIS 2012 3. Designer/Blogger Dinner in Chicago 4. TweetUp and Booth Tour in Formica® booth Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 1. TweetUp at IBS Show Product Sharing via Twitter • Designers, builders, architects and bloggers attended a TweetUp to see Formica 
 Group’s exciting new products " • They toured while broadcasting what they learned to thousands 
 of followers via Twitter! Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 1. TweetUp + Booth Tour at IBS Show Sharing from Flickr to Facebook and Twitter Photo sharing from Formica Group’s IBS booth provided a ‘rich media’ solution for 
 marketing new products to a much larger audience beyond the in-booth TweetUp Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 1. TweetUp at IBS Show Blog by Builder after IBS Booth Tour • Jeremy Parcels AKBD, 
 a builder and remodeler in Florida, wrote about 
 IdealEdgeTM in his blog after attending the TweetUp • He ‘tweeted’ about Formica Group’s 
 new products to the 1,000+ Twitter followers of his company,
 @rjmcontractors 
 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 2. Reporting/Broadcasting at IBS Show Live Interviews • Twitter leveraged to cross- promote interviews, draw booth attendees, and create a multimedia event at IBS • ‘At Home with Gary Sullivan’ interviewing Mark Johnson about Formica Group’s sponsorship of the 
 Cool Energy House • The stars of Extreme Makeover Home Edition interviewed on ‘MyFixitUpLife’ radio show Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 3. Designer/Blogger Dinner KBIS Show Reaching Industry Influencers • Networking to inform, educate and inspire about new products • Presentation of Formica Group’s history and design leadership • Demonstration of eChipTM app for iPad • Invitation to attend a booth tour and TweetUp at KBIS Show Designer Blogger dinner by Formica Group and MARKITECT.me at KBIS 2012 - Chicago Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 3. Designer/Blogger Dinner KBIS Show Reaching Industry Influencers • Engagement with leading designers, bloggers and architects • Leaders in social media with more than 100,000 followers 
 on Twitter, Facebook, Pinterest and Google+ • An opportunity to reach 
 their followers with 
 Formica® news and 
 product introductions Designer/blogger dinner by Formica Group and MARKITECT.me
 KBIS 2012 - Chicago Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 3. Designer/Blogger Dinner KBIS Show Blog by Industry Writer after KBIS Outreach • Kathy Sanders, author 
 of Live The Fine Life, wrote about 180fx® 
 and IdealEdgeTM after attending Formica Group’s designer/ blogger dinner and program at KBIS Show • Kathy ‘tweets’ her product discoveries to more than 3,000
 Twitter followers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 4. TweetUp at KBIS Show Industry Leaders Talking Formica via Twitter " " • Tweet by @Tbabij
 (Terry Babij) • Social Media Strategist and K&B Hardware Expert • 1,450 Twitter Followers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 4. TweetUp at KBIS Show Industry Leaders Talking Formica via Twitter " " • ‘Retweet’ by @Talv58 
 (Todd Vendituoli) • Residential Builder • Building and Construction Blogger (thebuildingblox.com) • 3,000+ Twitter Followers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 4. TweetUp at KBIS Show Industry Leaders Talking Formica via Twitter " " • ‘Retweet’ by @KimSweetEditor 
 (Kimberly Sweet) • Content Creator & Strategist, Social Media Analyst • 200 Twitter Followers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 4. TweetUp at KBIS Show Industry Leaders Talking Formica via Twitter " " • Tweet by Mark Johnson @MarkJohnsonFAIA @MarkJohnsonCKD • Architect and Designer • 8,700+ Twitter Followers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 4. TweetUp at KBIS Show Key Influencers Engaging with ® Formica ‘Top Contributers’ to Formica® TweetUp at KBIS Show, and examples from tweet Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 4. TweetUp at KBIS Show Measuring TweetUp Social Media Reach Avg 1,700 impressions per Tweet Potential Reach - 50 tweets during the one hour Formica® TweetUp: More than 87,800 impressions generated to 27,500 unique Twitter users MARKITECT
 Copyright ©  2012 Mark Robert Johnson FAIA Mark Johnson FAIA|AIBD|CKD
  • Formica Group Social Media Campaign Show Home - 
 Cool Energy House Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Show Home at IBS Show Sharing ‘Green’ Products with Social Media • The Cool Energy House
 provided a showcase for
 Formica Group’s new e Series Solid Surface line of 
 sustainable products and FSC® certified laminates • The company’s ‘SHARE THE LOVE’ Blog, Twitter and Pinterest were used to broadcast the message Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Show Home at IBS Show Leveraging ® Formica Blog via Social Media Formica® SHARE THE LOVE Blog about e Series and FSC® certified laminates Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Show Home at IBS Show Design Leaders Sharing Blog and e Series " " • Retweet by @Modenus 
 (Veronica Miller) • CEO of Modenus.com • 11,200+ Twitter Followers • She Points Followers to 
 Formica® Blog and Pinterest Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Show Home at IBS Show Pinterest with e Series and ® FSC laminates Pinterest board with Formica® products used in the COOL ENERGY HOUSE at IBS Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Show Home at IBS Show BUILDER TV Coverage of ® Formica e Series • The Cool Energy House sponsorship resulted in BUILDER TV covering Formica Group’s sustainable products " • At right: Interview with Pat Gaylor, interior designer for Cool Energy House, talking about Formica® 
 e Series product attributes Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Social Media Campaign Designer Tools - eChip App, SketchUp + 3D Warehouse Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Designer Tools for iPad eChipTM app • eChipTM app shared in Formica® booth tours and TweetUps • Below: eChipTM demo during designer/blogger dinner at KBIS Show Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Designer Tools SketchUp and 3D Warehouse ® Formica Product Models at 3D Warehouse • Formica Group’s product lineup " available for: Designers • Designers • • Architects • Architects • Builders • Builders • Remodelers • ersConsumers • • Free download Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Designer Tools SketchUp and 3D Warehouse Video Tutorial - Using ® Formica 3D Models • Formica® models at 
 Trimble 3D Warehouse powered by Google • Where to find • How to download • Demo on designing • Instructions on using specification tools with 
 the Product Connect 
 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Designer Tools SketchUp and 3D Warehouse Sharing ® Formica 3D Models via Twitter " " • Igloo Studios Blog: Examples of 180fx® in 3D kitchen designs • Video tutorial on how to download, design and specify with Formica Group’s3D product models Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Designer Tools SketchUp and 3D Warehouse Tweeting ® 3D Formica Catalogs " " • Tweet by @IglooStudios • 700+ Twitter Followers • Connects Followers to the Entire Formica® Catalog 
 of 3D Models Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Social Media Campaign Summary Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Formica Group Summary Accomplishments • Successfully devised and executed an integrated B2B social media marketing plan in Q1 and Q2 - 2012 • Social media proved instrumental to driving awareness and traffic for new product launch at major trade shows • Bloggers and press shared the message to reach 
 a larger social media audience • New tools delighted designers and architects
 (iPad app and 3D product models) Vintage Formica® Metal Sign 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 B2B PR/Marketing Campaign 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry 
 Social Media 
 Marketing for the AEC Industry Formica Group booth at KBIS 2012 - Chicago Formica Group " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD