Twitter + SXSW + SlideShare = Social Engagement

Best Education and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction IndustryTwitter + SXSW+ SlideShare =Social EngagementMark Johnson FAIA | CKD | AIBDCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Twitter + SXSW Best Education and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction Industry+ SlideShare• The online community is all atwitter about SXSW (South by Southwest). So many start-ups are unveiling new apps in Austin!• After all, this is where Twitter and FourSquare were ‘discovered’• So how about a quick social media campaign to measure SXSW’s impact? Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

How Effective is the #SXSW Hashtag?• I made a quick e-newspaper to capture all the SXSW highlights• 1,978 articles in 24 hours generated by the #SXSW Text hashtag is amazing!Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Social Media Question?• Does the online SXSW community generate Twitter click-throughs to view content? If so, how many?• Let’s try #SXSW, the conference hashtag, in a 24 hour social media campaign on Twitter• We’ll use social media presentations on SlideShare to measure the results Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Twitter + SXSW + SlideShare• We’ll try 22 tweets spaced 1 hour apart, starting at 9:30 am on Friday, the first day of SXSW• We’ll measure the results for 24 hours• We’ll discover if there is a significant difference in click-throughs during the day or night Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Twitter + SXSW + SlideShare• We’ll use my 11 SlideShare social media presentations as hot-links in the tweets to make it easy to measure views• Google URL shortener will measure how many click-throughs are directly attributable to my tweets• And we’ll see if SlideShare’s 60 million users per month impact the total views Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Twitter + MarkJohnson FAIA• Here are my Twitter followers used in this social media experiment• 5,750 followers: @MarkJohnsonFAIA • ‘B2B’ Design focus• 1,330 followers: @MarkJohnsonCKD • ‘B2C’ Culinary/Kitchen focus Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Example of Two Tweets• 7 • See this! > Top Presentation of Day on @SlideShare from last week! #Twitter and #SocialMedia Insights > goo.gl/jy3Bp #sm #SXSW • Phenomenal #SocialMedia presentation! > #Twitter Chat and #Multimedia pres on @SlideShare goo.gl/i6OMx #sm #SXSW Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Results from Two Tweets• 73 click-throughs - 36.5 per tweet • See this! > Top Presentation of Day on @SlideShare from last week! #Twitter and #SocialMedia Insights > goo.gl/jy3Bp #sm #SXSW• 294 clicks-throughs - 147 per tweet • Phenomenal #SocialMedia presentation! > #Twitter Chat and #Multimedia pres on @SlideShare goo.gl/i6OMx #sm #SXSW Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Key Social Media Findings• The Twitter campaign averaged one view per minute for 24 hours!• There were very few ‘retweets’ but lots of click-throughs. There was no signiﬁcant diﬀerence between the daytime and nightime tweets• A few HOT topics dominated the number of views Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

SlideShare Views of Presentations by TopicThe total number of views for each presentation during the 24 hour campaign is shown on the each of the cylinders above.Twitter Chat + Multimedia e-Learning and 24 Hour Social Media Campaign were the most popular presentation Topics. Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Key Social Media Findings• In previous campaigns, 50 views per tweet is the highest I’ve averaged with SlideShare presentations• The #SXSW Campaign average is 70 views per tweet, a 40% increase• There are many variables, but it appears that 20 views per tweet may be attributable to the #SWSW hashtag Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Short URL: goo.gl/i6OMx Created: Dec 31, 2011Click-throughs from spam Report Hot-links in Tweets Search Images Videos Maps News Shopping Gmail More ▼ mrj.faia@gmail.com | S Clicks for the past: two hours• Direct clicks Clicks from tweets Long URL: www.slideshare.net/MarkJohnsonFAIA/twitter-chat-multimedia-elearni 114 clicks goo.gl/i6OMx URL Short URL: on this short were captured 114 total clicks2011all goo.gl short URLs pointing to this long URL Created: Dec 31, on by Google URL ht Report spam Shortener Traffic sources Clicks for the past: two hours day week Clicks• The SlideShare 114 clicks on this short URL views are much Text 114 total clicks on all goo.gl short URLs pointing to this long URL higher than the Traffic sources direct clicks Referrers Unknown/emp hootsuite.com twitter.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT www.linkedin. Mark Johnson FAIA|AIBD|CKD

SlideShare Views vs Clicks with Google links Why do SlideShare views exceed direct clicks?On average, the Google click-throughs represent 27% of total views. The number of views for each presentation during the 24 hour campaign is shownon the purple cylinders. The number of click-throughs from the Google URL Shortener hot-links in my tweets are shown on the orange cylinders. Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Reasons why Views > Clicks• When Tweets are ampliﬁed as ‘retweets’ and ‘mentions’, the hot-links are sometimes broken and Google Shortener can’t measure them• SlideShare users ‘amplify’ the views using the Facebook, Twitter, Google+ and LinkedIn icons at SlideShare, and this is not captured by Google Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Example - ‘Twitter Chat’ Ampliﬁed Google Facebook Twitter Google+ LinkedIn SlideShare Shortener ‘likes’ from ‘tweets’ ‘+1s’ from ‘shares’ total ‘views’ Click- SlideShare from SlideShare from• Engagement Throughs SlideShare SlideShare from the 229 12 73 3 15 2,852 SlideShare community appears to amplify the ‘Twitter Chat + Multimedia’ presentation total views by about 12 times 3BallMTY - Appearing at SXSW - The Leaders of the 3ball Movement, from Monterrey Mexico. 3ballMTY is the Hottest new act on the Latin Scene. Their # 1 Single INTENTALO take the industry by Storm.Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Unexpected Opportunity at SXSW• The Docufest Project at SXSW selected one of my SlideShare presentations for their ‘Best of SXSW’ gallery of crowdsourced Text imagesCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Leveraging Opportunities - LinkedIn• LinkedIn used to share Twitter Chat+Multimedia, the hottest presentation topic from the SXSW social media campaign TextCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Key Social Media Findings• 22 tweets in 24 hours = 1,533 Views of 11 my social media presentations• Average of 70 views per tweet!• Hot-links generated 411 views via tweets from @MarkJohnsonFAIA and @MarkJohnsonCKD Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Summary Conclusions...in Round Numbers• Mark Johnson’s 7,000 followers plus hashtags e.g. #sm, #tech, #Twitter ≈ 20 views per tweet• The SlideShare community ≈ 30 views per tweet• The #SXSW hashtag ≈ 20 views per tweet Visit the South by Southwest (SXSW) website for more details - http://sxsw.comCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Addendum - 6 Hours on SlideShare• Within 6 hours of SlideShare presentation being posted• 4 tweets were used with the #SXSW hashtag Text• Here’s what happened...Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

Addendum - 6 Hours on SlideShare• 38 click- throughs (Google Shortener link)• 744 Views at SlideShare (1 view every 30 seconds)• 186 Views per Text Tweet (for the ﬁrst 6 hours)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 IndustryTwitter + SXSW+ SlideShare =Social EngagementMark Johnson FAIA | CKD | AIBDCopyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD

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Twitter + SXSW + SlideShare = Social Engagement

by Mark Johnson on Mar 11, 2012

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