Twitter Chat + Multimedia e-Learning

Best Education and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction Industry kbtribeTwitter Chat +Multimedia e-LearningMark Johnson FAIA | CKD | AIBDCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Change is the Best Education and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction Industryonly Constant“Social Media and the Web present anunsteady landscape tied directly to thepopularity, trendiness and momentumof any given network at any given momentin time” Brian Solis - Author of ‘Engage’Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Project Brief• Guest host #kbtribechat, a weekly Twitter chat• Challenge - Share a technical subject and make it fun, memorable and compelling for designers to e-Learn• Develop, Execute and Measure - 7 day social media campaign to promote e-Learning at #kbtribechat• Topic - ‘iPad+Apps for Designers’Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Highlights: Pre-Chat + Chat Day (3 days)• 90,000 individuals reached on Twitter (unique followers)• 1,165,000 Impressions (tweets x followers)Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Highlights: Pre-Chat + Chat Day (3 days)• 50 industry professionals chatting LIVE at #kbtribechat• Record attendance! (20% increase)• Even more were listening on the side to this ‘focus group’ of design professionalsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Highlights: Pre-Chat + Chat Day (3 days)• 653 tweets in 3 days• 328 viewed ‘iPad+Apps for Designers’ for e-Learning• 50% ‘click-through from tweet ratio’....astounding!Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Highlights: Post-Chat (4 Days)• ‘iPad+Apps for Designers’ chosen by SlideShare.com to feature on their homepage• e-Learning presention went ‘niche viral’ averaging 1 view every 3 minutes for 48 hours!• 1,400 views of ‘iPad+Apps’ during 7 day campaign!Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Goals: e-Learning + Social Media Campaign• Help attendees adopt aﬀordable new technology to market and manage their design business• Engage Kitchen+Bath designers and the brands they consider when specifying products• Increase participation at #kbtribechat on Twitter• Explore potential of LIVE Twitter chat as new medium for e-Learning and social mediaCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Anticipated Results• Designers improve business practices with iPad + Apps• Design firms discovers productivity gains leading to increased profitability• Product makers and App developers benefit by engaging and listening to designers at a LIVE Twitter chat• Twitter chat becomes an industry e-Learning toolCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Topic - Apps for Project Design & Selling• Initial Customer Meeting• Working with Customer• Creating the Design• Presenting the Design• Closing the Sale• InstallationCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Chat Organizer#kbtribechat kbtribe• Twitter Chat every Wednesday for Kitchen & Bath Industry professionals• A diﬀerent trade topic every week from 2-3pm EST• Contact: kbtribechat@gmail.com Twitter: @kbtribechat Blog: kbtribe.wordpress.com Facebook: kbtribeCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Tactics: e-Learning + Social Media Campaign• Begin by engaging social media Twitter followers and Facebook friends for a total of 5,750 people• @MarkJohnsonFAIA • 4,525 on Twitter • 370 on Facebook• @kbtribechat • 785 on Twitter • 69 on FacebookCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Tactics: e-Learning + Social Media Campaign• Combine social media and online presentation to create new medium: Twitter Chat + Multimedia e-Learning• Support campaign for a full week, before, during and after LIVE chat to: • Engage visual learners (designers) • Create an ongoing learning resource to educate ‘design inﬂuencers’, their followers and clients • Elevate the participating brands during the LIVE chat to optimize social media investment for ‘brand-building’Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Six Sites selected to Promote the Campaign • Twitter • Facebook •kbtribe kbtribechat.com blog • SlideShare.com kbtribechat • Paper.li e-newspapers kbtribe • Linkedin.com Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Five Sites selected to Measure the Campaign • Ow.ly links attached to Tweets • CurateDE.com TweetReach.com •kbtribe kbtribechat.com analytics • SlideShare.com Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Two Sites selected to Manage the Campaign• HootSuite.com on Computer - • Dashboard for managing Twitter, Facebook, Linkedin • Twitter: Monitor Tweets, Retweets and Mentions • Preschedule chat questions to focus on LIVE engagement during chat• Twitterfall.com on iPad - • Secondary dashboard during LIVE chat • Shorten tweet response time to/from attendees with preloaded hashtags to optimize engagementCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Pre-Chat Campaign Summary• Monday-Tuesday (prior to Wed LIVE chat)• SlideShare.com - e-Learning presentation posted•kbtribe kbtribechat.com - Presentation embedded on blog site• Twitter - 116 tweets using #kbtribechat hashtag• Facebook posts - kbtribechat + Mark Johnson-Architect• Linkedin - 75 updates on Mark Johnson FAIA proﬁleCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

kbtribe Blog Site•kbtribe Blog post with iPad+Apps presentation embedded• e-Learning directly on kbtribe blog site kbtribe Blog Site promoting iPad+Apps Twitter chat with Mark Johnson FAIACopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Example of Pre-Chat Twitter Engagement 3 Tweets = 10,000 Impressions Retweet thanks Tweet + RetweetTweet by @MarkJohnsonFAIA with link to iPad+Apps presentation + Retweet by @ClarityK + Retweet thanks (RThx!) by @MarkJohnsonFAIA = 10,000 Impressions Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Ow.ly for Measuring the Campaign• Ow.ly links to tweets (content marketing)• What does Ow.ly measure and report? • Number of Click-throughs - Views of ‘iPad+Apps for Designers’ • Region of World that viewed - More than 10 countries • Number and Percent of Tweets by country • Referring sites - Direct clicks, Twitter, HootSuite, Facebook, TweetChat • Number of Referrals from each siteCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Ow.ly - Click-through Stats from Campaign Chat Day, 82 87 82 Pre-Chat, 89 Post-Chat, 48 21 16 2 2 9HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011 Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Ow.ly - Pre-Chat Stats (Tuesday only)• 89 click-throughs to view iPad+Apps presentation• 48 total tweets with links during Tue Pre-Chat Campaign• Thats a 185% ‘click-through from tweet’ ratio!Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Broadcasting toLinkedin Connections• @MarkJohnsonFAIA tweets included on Linkedin as updates to ‘Mark’s Activity’• Potential reach of 845 professional connections Mark Johnson FAIA page on LinkedinCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Chat Day Campaign Summary• Wednesday LIVE chat• Twitter - 537 tweets using #kbtribechat hashtag • 348,000 Impressions from @MarkJohnsonFAIA (77 tweets)• Linkekin - 77 updates to Mark Johnson FAIA proﬁleCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

HootSuite Dashboard - #kbtribechat LIVE Chat Q&A, Education, Sharing, Friendships Question Answer Friendship Sharing EducationHootSuite dashboard during LIVE #kbtribechat on November 2, 2011. ‘Sent Tweets’ stream for Mark Johnson FAIA (guest host), and #kbribechat stream of attendees. Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Twitterfall Dashboard - #kbtribechat LIVE Chat Stream for #kbtribechat Education Friendship Q&ATwitterfall dashboard during LIVE #kbtribechat on November 2, 2011. Twitter stream of #kbribechat attendees. Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

TweetReach for Measuring the Campaign TweetReach Stats for Twitter• What does TweetReach measure and report? • Use of #kbtribechat hashtag • Total unique Twitter users reached • Total impressions • Impressions by top tweetersCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

TweetReach stats from Pre-Chat + Chat Day How many times users saw tweets about this topic. Total number of users reached by tweets Who spread the word the most?Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

TweetReach Summary StatisticsPre-Chat + Chat Day (3 days)• 76 twitterers used #kbtribechat hashtag• 653 Tweets in 3 days• 90,000 Reached = Unique Potential Readers of Content• 1,165,000 Impressions = Total Tweets x Total FollowersCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Post-Chat Campaign Summary (4 more days)• ‘Second Wave’ - 59 additional tweets• SlideShare (19) - iPad+Apps featured on Homepage• Twitter (17) - ‘Mentions’ w/out links• CurateDE (12) - Transcript of entire chat TweetReach (11) - Chat Metrics• Published in Paper.li e-newspapers• Facebook posts - kbtribechat + Mark Johnson-ArchitectCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

#kbtribechat Transcript Twitter chat ‘Focus Group’ SummaryCurateDE website - Kitchen & Bath Chat transcript for ‘iPad+Tablet Apps for Kitchen & Bath Pros’ Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

#kbtribechat Transcript 50 Industry Pros to Follow or EngageCurateDE website - Kitchen & Bath Chat transcript for ‘iPad+Tablet Apps for Kitchen & Bath Pros’ Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Facebook Follow Up• Post-Chat FB posts• ‘iPad+Apps’ viewed by more than 1,000 people after LIVE #kbtribe chat Facebook post with link to kbtribe BlogCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Facebook Follow Up• ‘iPad+Apps’ embedded from SlideShare into Facebook page• Entire 50 slide presentation can be viewed within Facebook• Enlarge to full screen for optimal viewing Facebook post with embedded presentation hosted at SlideShare.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

The Power of Social MediaOne > Few > Many• 1 Chat > 50 Industry Pros > 90,000 Reached• 5 Ques. > 653 tweets > 1,165,000 Impressons• 1 Presentation > 2 Posts > 1,400 viewsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Campaign Surprises• Results are repeatable, apart from LIVE chat• e-Learning easily viewed on mobile devices• Industry interest and additional promotion• Other sites embedding ‘iPad+Apps’ for e-Learning• Opportunity to take content to online videoCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

e-Learning + Social Media Campaign Results (Three weeks)iPad+Apps for Designers - Over 2,000 Views Discovery: Results are repeatable! 6 Tweets = 306 Views two weeks laterCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Post-Chat Opportunities + Interest Industry Interest More opportunitiesHootSuite dashboard after LIVE #kbtribechat on November 3, 2011. ‘Sent Tweets’ stream for Mark Johnson FAIA (guest host), and #kbribechat stream of attendees. Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

SlideShare EngagementComments + Fav’s • Opportunity to engage  on SlideShare• ‘iPad+Apps” Newsfeed  from SlideShare  Shared •  Commented •   Favorited •   Mark Johnson FAIA Newsfeed at SlideShare.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Selected Comments I’m a consultant in the construction and real-estate developmentindustry. I see half a dozen Apps here that are remarkably well suited tomy day-to-day business. Dunn Consulting - Los Angeles, California @PCDFArch: @cabinetmakers Fantastic Mark! Thanks for postingthis! Apps are amazing. Love the #AutoCAD WS one for #iPad &#architecture PCDF Architecture - Stamford, Connecticut I downloaded several of the apps last night Mark, and had thechance to try them out....they are fantastic! Thanks again.Heart of the Home Kitchen Design - Squamish, British ColumbiaCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

You Can’t Just Write a Check“Each social network cultivates its ownculture. We have to get our hands dirty.There’s just no way around it.Immersion equalsincontestable experience,perspectives and knowledge.” Brian Solis - Author of ‘Engage’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 Industry kbtribeTwitter Chat +Multimedia e-LearningMark Johnson FAIA | CKD | AIBDCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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Twitter Chat + Multimedia e-Learning

by Mark Johnson on Dec 28, 2011

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