Twitter drives SlideShare views

Best Education and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction Industry #^!@>?Twitter DRIVESSlideShare VIEWSMark Johnson FAIA | CKD | AIBDCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Social Media Best Education and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction IndustryChallenge• Question: Can Twitter drive views “For a game designed for 4-7 year olds, there was a surprising amount of of a presentation on SlideShare? 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

Social Media Inspiration• The results of this experiment remind me of my childhood game of Chutes and Ladders Chutes and Ladders Game BoardCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 Don’t miss the Fall-2011 Latino Web TV Series, ‘Chutes & LADDERS’ • A themed park in Michigan • 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-laddersCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 Image - Original Chutes and Ladders • Leverage, from the 60 million visitors gameboard, Courtesy of the Baby Boomer eMuseum. to SlideShare.com each month • 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 Image: http://www.mikanet.com/museum/ item.php?item=1072Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 Multi-generational - “Aunt Donelda discusses one of the ﬁner points of Part 3 - Chat Day Chutes and Ladders with Drew and Will” Part 4 - Post-Chat Photo: danzfamily.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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… Life Imitates Board Games - Chutes and Ladders as ‘Augmented Reality’• I’m about to share the statistical results without putting you to sleep...Zzzzzz Photo: Paige Kensil at http://cheeseheadﬂowerchild.tumblr.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 Text every few hours around the clock to guage international interestCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Comparison with Chutes and Ladders game Part 1 Part 2 Part 3 Part 4 Views Views Views 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 3 3 15 89 No tweets 4 8 10 16 #^!@>? 8 - Part 1 240 7 5 4 8 - Part 2 38 173 3 6 8 - Part 3 7 24 173 2 8 - Part 4 8 4 38 238 No tweets 1 1 1 91 No tweets 0 0 0 0Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 Social Media Campaign by MARKITECT.me from 12/14-12/25/2011. All rights reserved. desending number of views reminded me of a downward chuteCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Social Media Exploration• The residual click-throughs are likely “There is a HUGE park called due to the ‘ripple eﬀect’ of Chutes and Ladders in Houghton, MI” tweets being seen and retweeted over a few days• 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-realCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 Sustainability - Chutes and Ladders and Google is not able to measure it 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 Website: http://www.mixtgoods.com/view-product.php/410Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Social Media & World Peace?• SlideShare ampliﬁes content to the world through Linkedin and Twitter World Affairs - Chutes and Ladders as a metaphor for global gaps in Part 1 Part 2 Part 3 Part 4 socioeconomics and redeﬁning the Total clicks 51 52 46 89 ‘Middle Class’ on Google URL LinkedIn ‘shares’ from 12 11 15 16 SlideShare embed Twitter Tweets by 25 22 27 39 SlideShare Users Total views at SlideShare 750 462 554 830 Website: http://www.worldpolicy.org/journal/ summer2011/chutes-and-ladders-netherlandsCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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) Social Media Campaign by MARKITECT.me from 12/14-12/25/2011. All rights reserved.Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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

Social Media Adaptation• Examples of SoMe campaign Tweets Mommy blogger with 6 children: “The kids had been taking turns scaling the bunkbeds, dropping onto the dresser, climbing out the window, and ﬂying • See my newest #SocialMedia presentation 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/babble- voices/because-im-the-mom/2011/05/02/ chutes-and-ladders/Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Chart - Tweets/Day/Part (x) Views/Day (y) 400 Part 1 300 Part 2 VIEWS / DAY Part 3 200 Part 4 100 0None None 3-P1 3-P2 #^!@>? 6-P3 8-P4 None None 8-P1 8-P2 8-P3 8-P4 None None Tweets/Day/Part (e.g. 3-P1 = 3 Tweets for Part One of ‘Twitter Chat + Multimedia e-Learning’ presentation) Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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 Social Media Campaign by MARKITECT.me from 12/14-12/25/2011. All rights reserved. few daysCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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/2011-07-15- play-chutes-and-ladders-on-public- transportationCopyright © 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 #^!@>?Twitter DRIVESSlideShare VIEWSMark Johnson FAIA | CKD | AIBDCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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Twitter drives SlideShare views

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