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Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
Twitter drives SlideShare views
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Twitter drives SlideShare views

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This presentation is an experiment to discover the correlation between Twitter and SlideShare in driving views of online presentations. The social media experiment was a rousing success! Take a look …

This presentation is an experiment to discover the correlation between Twitter and SlideShare in driving views of online presentations. The social media experiment was a rousing success! Take a look at the results.

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  • 1. Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry 
 Twitter DRIVES
 SlideShare VIEWS #^!@>? " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 2. Social Media Challenge Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry • Question: Can Twitter drive views 
 of a presentation on SlideShare? “For a game designed for 4-7 year olds, there was a surprising amount of competition and pumping testosterone” " • Answer: Let’s conduct a
 2 week social media campaign 
 and find out! " • Hmmm...do you remember 
 Chutes and Ladders? Blog: http://www.corksandcaftans.com/ 2010/02/08/chutes-and-ladders-showdown/ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 3. Social Media Inspiration • The results of this experiment 
 remind me of my childhood game 
 of Chutes and Ladders Chutes and Ladders Game Board Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 4. Social Media Inspiration • I researched Chutes and Ladders... 
 Suprisingly, it’s alive-and-well in many forms: • Inspiration for bloggers and architects • A Latino Web TV series • A themed park in Michigan Don’t miss the Fall-2011 Latino 
 Web TV Series, ‘Chutes & LADDERS’ • On display at the Baby Boomer e-Museum • It’s even used as ‘augmented reality’ " • See images at the right of each slide > http://www.koldcast.tv/show/chutes-ladders Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 5. Social Media Findings • My findings show that Twitter drives 
 views to SlideShare presentations exceptionally well • For this experiment, the following elements were used: • 6,100 Twitter followers • Leverage, from the 60 million visitors 
 to SlideShare.com each month Image - Original Chutes and Ladders gameboard, Courtesy of the Baby Boomer eMuseum. • Use of popular ‘hashtags’ in the tweets • A maximum of 8 tweets per day • A campaign throughout the night to measure 
 the international audience across time zones Copyright ©  2012 Mark Robert Johnson FAIA Image: http://www.mikanet.com/museum/ item.php?item=1072 MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 6. Social Media Learning • I divided an extensive Social Media study
 into four parts and posted the series on SlideShare.com • ‘Twitter Chat and Multimedia e-Learning’ • Part 1 - Introduction
 Part 2 - Pre-Chat
 Part 3 - Chat Day
 Part 4 - Post-Chat Multi-generational - “Aunt Donelda discusses one of the finer points of Chutes and Ladders with Drew and Will” Photo: danzfamily.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 7. Social Media Simulation • For this experiment, I included hot-links 
 to each presentation in my Tweets on alternating 
 days and measured the click-throughs for two weeks • Don’t fall asleep now… • I’m about to share the 
 Life Imitates Board Games - Chutes and Ladders as ‘Augmented Reality’ statistical results without 
 putting you to sleep...Zzzzzz Photo: Paige Kensil at 
 http://cheeseheadflowerchild.tumblr.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 8. Example of Click-Throughs to view Part 1 • In this example, 
 I tweeted Part 1 
 of the study with a link from Google 
 URL Shortener • See the spike in click-throughs to SlideShare • Notice the UK clicks. A tweet was sent out every few hours around the clock to guage international interest Copyright ©  2012 Mark Robert Johnson FAIA Text MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 9. Comparison with Chutes and Ladders game Part 1 Views Part 2 Views Part 3 Views Part 4 Views 3 - Part 1 172 4 2 2 3 - Part 2 119 131 3 3 6 - Part 3 37 62 174 10 8 - Part 4 60 10 104 330 No tweets No tweets 8 - Part 1 3 4 240 3 8 7 15 10 5 8 - Part 2 38 173 3 6 8 - Part 3 7 24 173 2 8 - Part 4 8 4 38 238 No tweets No tweets 1 0 1 0 1 0 91 0 Copyright ©  2012 Mark Robert Johnson FAIA 89 16 #^!@>? 4 MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 10. The Results are Predictable and Repeatable • The colored boxes indicate SlideShare views on the days with tweets • Key Finding - Notice the residual views on the following five days (without tweets) • The pattern is as predictable as 
 ladder wrungs. The desending number of views reminded me of a downward chute Copyright ©  2012 Mark Robert Johnson FAIA Social Media Campaign by MARKITECT.me from 12/14-12/25/2011. All rights reserved. MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 11. Social Media Exploration • The residual click-throughs are likely 
 due to the ‘ripple effect’ of 
 tweets being seen and retweeted 
 over a few days “There is a HUGE park called 
 Chutes and Ladders in Houghton, MI” • Even more surpising is how much 
 higher the SlideShare views are than 
 the click-throughs using hot-links 
 from Google URL Shortener Blog: http://supermommytotherescue.com/ chutes-and-ladders-is-it-real Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 12. Social Media Recycling • Potential reasons for higher views than click-throughs • When Tweets are ‘recycled’ as Twitter ‘retweets’ 
 and ‘mentions’, the hot-link to the URL is 
 sometimes modified by the user’s hosting site 
 and Google is not able to measure it Sustainability - Chutes and Ladders blank book journal, with recycled gameboard cover • SlideShare provides Linkedin profile 
 embedment of presentations to increase views • SlideShare members and visitors are engaged 
 and used Twitter to tweet the four presentations
 about 4.5% of the time • See graphs on following slides Copyright ©  2012 Mark Robert Johnson FAIA Website:
 http://www.mixtgoods.com/view-product.php/410 MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 13. Social Media & World Peace? • SlideShare amplifies content to the world 
 through Linkedin and Twitter Part 1 Part 2 Part 3 Part 4 Total clicks on Google URL 51 52 46 89 LinkedIn ‘shares’ from SlideShare embed 12 11 15 16 Twitter Tweets by SlideShare Users Total views at SlideShare 25 22 27 39 750 462 554 830 World Affairs - Chutes and Ladders 
 as a metaphor for global gaps in socioeconomics and redefining the ‘Middle Class’ Copyright ©  2012 Mark Robert Johnson FAIA Website: http://www.worldpolicy.org/journal/ summer2011/chutes-and-ladders-netherlands MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 14. Results from SlideShare ‘shares’ and Tweets • The number of LinkedIn ‘shares’ and Tweets originating from SlideShare are substantial • Active engagement from the SlideShare community appears to amplify total views 
 of the presentations by about 11 times 
 (on average) Copyright ©  2012 Mark Robert Johnson FAIA Social Media Campaign by MARKITECT.me from 12/14-12/25/2011. All rights reserved. MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 15. Social Media Design • Examples of SoMe campaign Tweets • Enjoy my newest #SocialMedia presentation 
 at @SlideShare > goo.gl/DcXIW < 
 Part ONE-INTRO: 
 #Twitter Chat Multimedia Campaign #SM " Inspiration for Architects: Tables for Tots Design Competition entry for Ronald McDonald House, San Diego ‘Chutes and Ladders’ by MIller Hull Partnership Architects and Legacy Builders • Take a look! > My #SocialMedia presentation 
 at @SlideShare > goo.gl/2jFuM < 
 Part TWO - PRE-CHAT: 
 #Twitter Chat Multimedia Campaign #SM
 Charity event website:
 http://www.tablesfortots.com/ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 16. Social Media Adaptation • Examples of SoMe campaign Tweets kids had been taking turns scaling the Mommy blogger with 6 children: “The • See my newest #SocialMedia presentation 
 bunkbeds, dropping onto the dresser, climbing out the window, and flying down the precariously perched slide” at @SlideShare > http://goo.gl/WNJFX < 
 Part THREE: #Twitter Chat + 
 Multimedia Campaign #SM " • Check it out! > Part FOUR of #SocialMedia 
 presentation at @SlideShare > goo.gl/YCZPG 
 < #Twitter Chat+Multimedia Campaign 
 #SM #kbtribechat
 Blog: http://blogs.babble.com/babblevoices/because-im-the-mom/2011/05/02/ chutes-and-ladders/ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 17. Chart - Tweets/Day/Part (x) Views/Day (y) Part 1 Part 2 Part 3 Part 4 #^!@>? Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 18. The Results are Predictable and Repeatable • The same pattern is visable in this chart • The peaks in views (click-throughs) 
 occur on the days with tweets • The views fall off as soon as the tweets stop but a residual ‘ripple effect’ continues for a 
 few days Copyright ©  2012 Mark Robert Johnson FAIA Social Media Campaign by MARKITECT.me from 12/14-12/25/2011. All rights reserved. MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 19. Social Media Integration • Results from using Twitter and the 
 SlideShare community to promote 
 and share online presentations • 52 Tweets • Week One = 1,504 views Dutch ‘Transit Accelerator’ inspired 
 by Chutes and Ladders • Week Two = 1,092 views • 2,586 views of four presentions • An average of 50 views per Tweet! Blog: http://www.grist.org/list/2011-07-15play-chutes-and-ladders-on-publictransportation Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 20. 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
  • 21. 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
  • 22. Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry 
 Twitter DRIVES
 SlideShare VIEWS #^!@>? " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD

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