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'To Twitter and Beyond' is a presentation about Twitter strategy, tactics and integration with other social media networks. It includes a series of case study examples with major brands including ...

'To Twitter and Beyond' is a presentation about Twitter strategy, tactics and integration with other social media networks. It includes a series of case study examples with major brands including KOHLER, Formica Group and Armstrong Flooring.

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To Twitter and Beyond To Twitter and Beyond Presentation Transcript

  • Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry 
 To Twitter 
 and Beyond Mark Johnson FAIA | CKD | AIBD Copyright ©  2011 Mark Robert Johnson FAIA 012 MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Overview 650 days on Twitter Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry • @MarkJohnsonFAIA - Design focus - 5,900 followers • @MarkJohnsonCKD - Kitchen/Culinary focus - 1,300 • 7,200 followers in 21 months • 34,000 tweets - Average 50+ tweets per day • Average 10+ new followers per day • No ‘twitter adders’ for authenticity • Automated tweets for daily e-newspapers - 25 per day • 3 to 4 hours per day, seven days a week for first 4 months Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Twitter - How I got addicted started • Question: What are my areas of specialty? • Add short bio, link (LinkedIn is OK), custom background • Follow and engage others who are like minded • Try ‘three-step’ method - FOLLOW - RETWEET - LIST • They’ll likely see you, and follow back • Set a goal of minimum tweets per day - 3 per day min. • Explore other lists to build your community • Follow a few ‘high flyers’ - e.g. @FoodNetwork @Zagat Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • More ideas for building a Twitter following • The Key to Twitter - “Be useful to others” • ‘Twitter Ettequette’ goes a long way! • Thank every ‘mentions’ and ‘retweets’ - RThx! • Don’t be too promotional - 10% to 20% of tweets max. • Find, join, engage in a Twitter Chat - Google Docs • Manage Twitter by using a dashboard app like 
 Hootsuite or Tweetdeck • Don’t take your first ‘un-follow’ too hard! Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • What’s the Difference in Social Networks? Twitter I’m working on a #Project
  •    Facebook I ‘like’ my project... I invite you to ‘like’ it too Flickr Here’s a picture of one of my projects YouTube Watch me work on a project LinkedIn My skills include creating projects Pinterest Here’s a pretty collection of my projects Google Earth This is where you can visit a project
  •    SlideShare See a presentation about my projects Google+ My Circle of Friends do projects too
  •    Paper.li You can read about our projects here Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Focus - Communication and Engagement Twitter Spontaneous updates, disperse like vapor Facebook Updates + pictures on Timeline, lasting Google+ Posts within smaller Circles of Friends FourSquare Posting physical location and activity LinkedIn 
 Copyright ©  2012 Mark Robert Johnson FAIA Resume + professional updates
 MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Focus - Visual Media and Curated Content YouTube Video - Personal and instructional Flickr Pictures and short video - Pro and amateur Pinterest Collections - Huge for interior design Google Earth Destinations - Travel and commerce Google 3DW 3D models - Design, Build-out Google Earth SlideShare Presentations - In-depth and topical
  •    Paper.li News - curated from other’s Tweets
  •    Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Be Everywhere at Once in Social Network LinkedIn Facebook YouTube Integrate SM with Pinterest Website / Blog Flickr SlideShare Copyright ©  2012 Mark Robert Johnson FAIA Google+ Paper.li Google Earth + 3D Warehouse MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Be Everywhere at Once in Social Network LinkedIn Facebook YouTube Integrate SM with Pinterest Website / Blog Flickr SlideShare Twitter Google+ Paper.li Google Earth + 3D Warehouse Amplifies all Networks to drive click-throughs and views Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 
 Twitter + Google 3D Warehouse • One tweet 
 and a link • Let’s see if Social Media can drive clicks and views • We’ll measure 
 1 tweet pushed through multiple networks and find out! Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 
 LinkedIn, Google+, Facebook, Pinterest • Twitter feed auto-embed
 at LinkedIn • Facebook post on Google’s 
 FB page with 
 nine million ‘likes’ (leverage) • Don’t forget Pinterest...new kid on the block Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Measuring the Results • 75 click-
 throughs
 to view a 
 kitchen design 
 from 1 tweet 
 to 7,200 followers! " • 1% response ratio 
 which is comparable 
 to direct mail Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • What makes a powerful tweet? Tweet - See my 'Contemporary Craftsman' #Kitchen #design in @google 3D Warehouse. Over 3,700 downloads! > sketchup.google.com/ 3dwarehouse/de… #CAD #tech w @SketchUp • Call to action - “See my 'Contemporary Craftsman'… • Relevant hashtags - #Kitchen #design #CAD #tech • Brand ‘mentions’ - @google @SketchUp • Teaser - Over 3,700 downloads! • A link to explore further - reflects your focus and expertise • A large relevant following - 7,200 followers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • To Twitter and Beyond
 Blogging with Brands • Guest blog for KOHLER • They saw my tweets from Greenbuild Show and reached out! Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 
 Leveraging Twitter Chats • I was asked to guest host an industry Twitter chat • Topic - iPad +Apps for Designers • Formica Group attended and embedded it 
 in their blog Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 
 SlideShare.net Blog • @SlideShare had never seen a presentation embedded in a corporate blog • They reached out and requested an interview for the SlideShare blog Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 
 Sharing Best Practices • Armstrong is a sponsor for the VISION House at Epcot • I’m the social media campaign manager • Armstrong took Formica’s cue and embedded my presentation Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 
 Google+ and SlideShare • SlideShare liked the Armstrong blog, but had already featured this presentation on their homepage • So they featured it on their Google+ page Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • " Flickr, Twitter + Facebook • LIVE Event Social Media Campaign to promote the VISION House at Disney’s Epcot • Pictures posted on Flickr, then shared using Twitter Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • " Flickr, Twitter + Facebook • Flickr post as 
 it appears on Facebook • Notice invitation to ‘View Mark Johnson FAIA’s photostream on Flickr’ • Drives views back to photo collections Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • " Promoting Brands at Paper.li • Publisher of 30 
 e-newspapers per day • News stories including
 collaborations with brands, in return for their good will Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • " YouTube, Google Earth + Ann Arbor • Videos and Screencasts at YouTube • Embedded content from Google Earth • Note the new
 YouTube
 Channel 
 splash page
 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • " Pinterest for Collaboration • Here’s a Pinterest board about my collaboration with Formica Group at IBS • Promotion of our IBS Show Highlights, and referenced in their blog Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • " Tying it all together with a Brand • Formica Group’s IBS blog promoted collaborations with
 MARKITECT • Radio interview in their booth Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • " Tying it all together with a Brand • TweetUp and booth tour in Formica Group’s IBS booth • Over 20 designers, specifiers and bloggers attended Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • " Leveraging Social Media for your Blog • All my social media initiatives are used for blog posts at MARKITECT.me • Notice an emphasis on ‘rich media’ content to differentiate 
 the blog Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • " Embed In-depth Content • Readers can explore a 
 65 slide social media campaign
 presentation without ever leaving the blog • ‘Full screen’ view is in high definition 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 
 To Twitter 
 and Beyond Mark Johnson FAIA | CKD | AIBD Copyright ©  2011 Mark Robert Johnson FAIA 012 MARKITECT
 Mark Johnson FAIA|AIBD|CKD