Best Education and Learning Project 

B2B Social Media Marketing in the 

Architecture Engineering Construction Industry

...
Change is the
only Constant

Best Education and Learning Project 

B2B Social Media Marketing in the 

Architecture Engine...
Project Brief
• Guest host #kbtribechat, a weekly Twitter chat 

• Challenge - Share a technical subject and make it 


fu...
Highlights: Pre-Chat + Chat Day (3 days)
• 90,000 individuals reached on Twitter 


(unique followers)

• 1,165,000 Impres...
Highlights: Pre-Chat + Chat Day (3 days)
• 50 industry professionals chatting LIVE at #kbtribechat

• Record attendance! (...
Highlights: Pre-Chat + Chat Day (3 days)
• 653 tweets in 3 days

• 328 viewed ‘iPad+Apps for Designers’ for e-Learning

• ...
Highlights: Post-Chat (4 Days)
• ‘iPad+Apps for Designers’ chosen by 


SlideShare.com to feature on their homepage 

• e-...
Goals: e-Learning + Social Media Campaign
• Help attendees adopt affordable new technology 


to market and manage their de...
Anticipated Results

• Designers improve business practices with iPad + Apps 

• Design firms discovers productivity gains ...
Topic - iPad as Business Tool for Designers

Copyright ©	
  2012 Mark Robert Johnson FAIA

MARKITECT

Mark Johnson FAIA|AI...
Topic - Apps for Project Design & Selling
• Initial Customer Meeting

• Working with Customer

• Creating the Design

• Pr...
Chat Organizer

#kbtribechat

kbtribe

• Twitter Chat every Wednesday for 


Kitchen & Bath Industry professionals

• A di...
Tactics: e-Learning + Social Media Campaign
• Begin by engaging social media Twitter followers


and Facebook friends for ...
Tactics: e-Learning + Social Media Campaign
• Combine social media and online presentation to

create 

new medium: Twitte...
Six Sites selected to Promote the Campaign
•
•

Facebook


•

kbtribechat.com blog


•

SlideShare.com


•

Paper.li e-new...
Five Sites selected to Measure the Campaign
•

Ow.ly links attached to Tweets


•

CurateDE.com

TweetReach.com


•

kbtri...
Two Sites selected to Manage the Campaign
•

HootSuite.com on Computer -

• Dashboard for managing Twitter, Facebook, Link...
Pre-Chat Campaign

Copyright ©	
  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 

...
50 Slide presentation posted at SlideShare




‘iPad+Apps for Designers’


Mark Johnson FAIA page at SlideShare.com

Copyr...
kbtribe Blog Site
•

kbtribe

Blog post with 

iPad+Apps
presentation
embedded 


• e-Learning directly on

kbtribe blog s...
Example of Pre-Chat Twitter Engagement


3 Tweets = 10,000 Impressions

Retweet thanks

Tweet + Retweet


Tweet by @MarkJo...
Ow.ly for Measuring the Campaign
•

Ow.ly links to tweets (content marketing)


• What does Ow.ly measure and report? 

• ...
Ow.ly - Click-through Stats from Campaign

87
Pre-Chat, 89 


Chat Day, 82 


82

2

Post-Chat, 48


21

16

2

9

HootSui...
Ow.ly - Pre-Chat Stats (Tuesday only)
• 89 click-throughs to view iPad+Apps presentation 

• 48 total tweets with links du...
Ow.ly - Click-Throughs by Country + Source

HootSuite Ow.ly report - 

@MarkJohnson click-throughs from Oct 30 - Nov 6, 20...
Engaging with iPad App Developers

HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011

Copyrig...
Engaging with Design + Media Influencers

HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011

C...
Facebook - Broadcasting on ‘Pro Page’ Wall

Mark Johnson-Architect page on Facebook

Copyright ©	
  2012 Mark Robert Johns...
Facebook - Product Makers broadcasting

Blanco America page on Facebook

Copyright ©	
  2012 Mark Robert Johnson FAIA

MAR...
Facebook - Engaging in Conversations

Mark Johnson-Architect page on Facebook

Copyright ©	
  2012 Mark Robert Johnson FAI...
Facebook - Posts at iPad App developer sites

Adobe Ideas page on Facebook

Copyright ©	
  2012 Mark Robert Johnson FAIA

...
Broadcasting to

Linkedin Connections
• @MarkJohnsonFAIA

tweets included on
Linkedin as updates

to ‘Mark’s Activity’ 

•...
Chat Day 

Campaign

Copyright ©	
  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...
HootSuite Dashboard - #kbtribechat LIVE Chat


Q&A, Education, Sharing, Friendships

Question


Answer


Friendship


Shar...
Twitterfall Dashboard - #kbtribechat LIVE Chat


Stream for #kbtribechat

Education


Friendship


Q&A


Twitterfall dashb...
TweetReach for Measuring the Campaign
TweetReach Stats for Twitter

• What does TweetReach measure and report? 

• Use of ...
TweetReach stats from Pre-Chat + Chat Day
How many times
users saw tweets
about this topic.
Total number of users 

reache...
TweetReach Summary Statistics

Pre-Chat + Chat Day (3 days)
• 76 twitterers used #kbtribechat hashtag

• 653 Tweets in 3 d...
Post-Chat 

Campaign

Copyright ©	
  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 o...
Selected by SlideShare editors for homepage

Email from SlideShare on Friday, Nov 4, 2011, 6pm ET.

Copyright ©	
  2012 Ma...
‘iPad+Apps’ as featured on SlideShare.com

Featured presentations on SlideShare.com homepage, weekend of Nov. 5-6, 2011.

...


Twitter chat ‘Focus Group’ Summary
#kbtribechat Transcript

CurateDE website - Kitchen & Bath Chat transcript for ‘iPad+...


50 Industry Pros to Follow or Engage
#kbtribechat Transcript

CurateDE website - Kitchen & Bath Chat transcript for ‘iPa...


Designers Digest e-Newspaper
Lead Story

#Designers Digest - A daily electronic e-Newspaper published by MarkJohnsonFAIA...
Facebook Follow Up
• Post-Chat FB posts

• ‘iPad+Apps’ viewed by

more than 1,000
people after LIVE
#kbtribe chat

Faceboo...
Facebook Follow Up
• ‘iPad+Apps’

embedded from
SlideShare into
Facebook page

• Entire 50 slide

presentation can be
view...
e-Learning + Social Media Campaign Results (One week)

iPad+Apps for Designers - 1,400 Views (1,394)

Copyright ©	
  2012 ...
The Power of Social Media

One > Few > Many
•

1 Chat

•

5 Ques.

•

1 Presentation

>
>

50 Industry Pros
653 tweets

Co...
Campaign Surprises
• Results are repeatable, 


apart from LIVE chat

• e-Learning easily viewed 


on mobile devices 

• ...
e-Learning + Social Media Campaign Results (Three weeks)

iPad+Apps for Designers - Over 2,000 Views
Discovery:
Results ar...
Post-Chat Opportunities + Interest

Industry Interest


More opportunities


HootSuite dashboard after LIVE #kbtribechat o...
SlideShare Engagement

Comments + Fav’s
• Opportunity to engage

on SlideShare

• ‘iPad+Apps” Newsfeed

from SlideShare

•...
Selected Comments
I’m a consultant in the construction and real-estate development
industry. I see half a dozen Apps here ...
You Can’t Just Write a Check
“Each social network cultivates its own
culture. We have to get our hands dirty. 

There’s ju...
Mark Johnson FAIA | CKD | AIBD
• MARKITECT.me Consulting
• Marketing and Communications
• Social Media
• Industry Educatio...
MARKITECT.me - Social Media Awards
• Winner of Three Be2Awards - London Social Media Week
• 2013 - Best B2B Education & Le...
Best Education and Learning Project 

B2B Social Media Marketing in the 

Architecture Engineering Construction Industry

...
Upcoming SlideShare
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Twitter Chat for e-Learning

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This presentation documents a social media Twitter campaign to promote a LIVE Twitter Chat. The study provides tips for conducting your own Twitter Pre-Chat, Chat Day and Post-Chat Campaign.

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Twitter Chat for e-Learning

  1. 1. Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry kbtribe 
 Twitter Chat
 for e-Learning " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  2. 2. Change is the only Constant Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry " “Social Media and the Web present an
 unsteady landscape tied directly to the
 popularity, trendiness and momentum 
 of any given network at any given moment in time”
 
 Brian Solis - Author of ‘Engage’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  3. 3. Project Brief • Guest host #kbtribechat, a weekly Twitter chat • Challenge - Share a technical subject and make it 
 fun, memorable and compelling for designers to eLearn • 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
  4. 4. 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
  5. 5. 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 professionals Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  6. 6. 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
  7. 7. 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
  8. 8. 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 media Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  9. 9. 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 tool Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  10. 10. Topic - iPad as Business Tool for Designers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  11. 11. Topic - Apps for Project Design & Selling • Initial Customer Meeting • Working with Customer • Creating the Design • Presenting the Design • Closing the Sale • Installation Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  12. 12. 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: kbtribe " Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  13. 13. 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 Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  14. 14. 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
  15. 15. Six Sites selected to Promote the Campaign • • Facebook • kbtribechat.com blog • SlideShare.com • Paper.li e-newspapers • kbtribe Twitter Linkedin.com Copyright ©  2012 Mark Robert Johnson FAIA kbtribechat kbtribe MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  16. 16. Five Sites selected to Measure the Campaign • Ow.ly links attached to Tweets • CurateDE.com TweetReach.com • kbtribechat.com analytics • SlideShare.com kbtribe Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  17. 17. 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 engagement Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  18. 18. Pre-Chat Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  19. 19. Pre-Chat Campaign Summary • Monday-Tuesday (prior to Wed LIVE chat) • SlideShare.com - e-Learning presentation posted • kbtribechat.com - Presentation embedded on blog site • Twitter - 116 tweets using #kbtribechat hashtag kbtribe • • Facebook posts - kbtribechat + Mark JohnsonArchitect Linkedin - 75 updates on Mark Johnson FAIA profile Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  20. 20. 50 Slide presentation posted at SlideShare 
 ‘iPad+Apps for Designers’
 Mark Johnson FAIA page at SlideShare.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  21. 21. 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 FAIA Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  22. 22. Example of Pre-Chat Twitter Engagement
 3 Tweets = 10,000 Impressions Retweet thanks
 Tweet + Retweet
 Tweet 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
  23. 23. 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 site Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  24. 24. Ow.ly - Click-through Stats from Campaign 87 Pre-Chat, 89 
 Chat Day, 82 
 82 2 Post-Chat, 48
 21 16 2 9 HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  25. 25. 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
  26. 26. Ow.ly - Click-Throughs by Country + Source HootSuite Ow.ly report - 
 @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  27. 27. Engaging with iPad App Developers HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  28. 28. Engaging with Design + Media Influencers HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  29. 29. Facebook - Broadcasting on ‘Pro Page’ Wall Mark Johnson-Architect page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  30. 30. Facebook - Product Makers broadcasting Blanco America page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  31. 31. Facebook - Engaging in Conversations Mark Johnson-Architect page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  32. 32. Facebook - Posts at iPad App developer sites Adobe Ideas page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  33. 33. Broadcasting to Linkedin Connections • @MarkJohnsonFAIA tweets included on Linkedin as updates
 to ‘Mark’s Activity’ • Potential reach of
 845 professional connections Mark Johnson FAIA page on Linkedin Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  34. 34. Chat Day 
 Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  35. 35. 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 profile Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  36. 36. HootSuite Dashboard - #kbtribechat LIVE Chat
 Q&A, Education, Sharing, Friendships Question
 Answer
 Friendship
 Sharing
 Education
 HootSuite 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
  37. 37. Twitterfall Dashboard - #kbtribechat LIVE Chat
 Stream for #kbtribechat Education
 Friendship
 Q&A
 Twitterfall 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
  38. 38. 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 tweeters Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  39. 39. 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
  40. 40. TweetReach Summary Statistics Pre-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 Followers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  41. 41. Post-Chat 
 Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  42. 42. 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-Architect Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  43. 43. Selected by SlideShare editors for homepage Email from SlideShare on Friday, Nov 4, 2011, 6pm ET. Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  44. 44. ‘iPad+Apps’ as featured on SlideShare.com Featured presentations on SlideShare.com homepage, weekend of Nov. 5-6, 2011. Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  45. 45. 
 Twitter chat ‘Focus Group’ Summary #kbtribechat Transcript CurateDE 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
  46. 46. 
 50 Industry Pros to Follow or Engage #kbtribechat Transcript CurateDE 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
  47. 47. 
 Designers Digest e-Newspaper Lead Story #Designers Digest - A daily electronic e-Newspaper published by MarkJohnsonFAIA Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  48. 48. 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 Blog Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  49. 49. 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.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  50. 50. e-Learning + Social Media Campaign Results (One week) iPad+Apps for Designers - 1,400 Views (1,394) Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  51. 51. The Power of Social Media One > Few > Many • 1 Chat • 5 Ques. • 1 Presentation > > 50 Industry Pros 653 tweets Copyright ©  2012 Mark Robert Johnson FAIA > > 2 Posts > 90,000 Reached 1,165,000 Impressons > 1,400 views MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  52. 52. 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 video Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  53. 53. 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 later Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  54. 54. Post-Chat Opportunities + Interest Industry Interest
 More opportunities
 HootSuite 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
  55. 55. SlideShare Engagement Comments + Fav’s • Opportunity to engage on SlideShare • ‘iPad+Apps” Newsfeed from SlideShare • e • e e e e e Shared Commented • Favorited e e e Mark Johnson FAIA Newsfeed at SlideShare.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  56. 56. Selected Comments I’m a consultant in the construction and real-estate development industry. I see half a dozen Apps here that are remarkably well suited to my day-to-day business. Dunn Consulting - Los Angeles, California " @PCDFArch: @cabinetmakers Fantastic Mark! Thanks for posting this! 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 the chance to try them out....they are fantastic! Thanks again. Heart of the Home Kitchen Design - Squamish, British Columbia Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  57. 57. You Can’t Just Write a Check “Each social network cultivates its own culture. We have to get our hands dirty. 
 There’s just no way around it. Immersion equals 
 incontestable experience, 
 perspectives and knowledge.”
 
 Brian Solis - Author of ‘Engage’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  58. 58. 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
  59. 59. 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
  60. 60. Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry kbtribe 
 Twitter Chat
 for e-Learning " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD

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