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Twitter + SXSW + SlideShare = Social Engagement

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Does the online community attending the South by Southwest events in Austin, #SXSW, generate Twitter click-throughs to 
view content? ...

Does the online community attending the South by Southwest events in Austin, #SXSW, generate Twitter click-throughs to 
view content?

This presentation documents a 24 hour social media campaign to discover the impact of one of the most widely used hashtags of 2012, #SXSW. I make use of the statistics available through Google URL Shortener and SlideShare.net to report key findings in this case study.

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Twitter + SXSW + SlideShare = Social Engagement Twitter + SXSW + SlideShare = Social Engagement Presentation Transcript

  • Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry Twitter + SXSW + SlideShare =
 Social Engagement " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Twitter + SXSW + SlideShare Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry • 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.com Copyright ©  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 hashtag is 
 amazing! Copyright ©  2012 Mark Robert Johnson FAIA Text 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.com Copyright ©  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.com Copyright ©  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 Copyright ©  2012 Mark Robert Johnson FAIA Visit the South by Southwest (SXSW) website for more details - http://sxsw.com 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.com Copyright ©  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 " Copyright ©  2012 Mark Robert Johnson FAIA Visit the South by Southwest (SXSW) website for more details - http://sxsw.com 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 " Copyright ©  2012 Mark Robert Johnson FAIA Visit the South by Southwest (SXSW) website for more details - http://sxsw.com 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.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • SlideShare Views of Presentations by Topic The 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.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Short URL: goo.gl/i6OMx Created: Dec 31, 2011 Report Click-throughs from spam 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 from tweets were captured by Google URL Shortener Clicks Long URL: www.slideshare.net/MarkJohnsonFAIA/twitter-chat-multimedia-elearni 114 clicks goo.gl/i6OMx URL Short URL: on this short 114 total clicks 2011all goo.gl short URLs pointing to this long URL Created: Dec 31, on ht Report spam Traffic sources Clicks for the past: two hours " • The SlideShare views are much higher than the
 direct clicks day week Clicks 114 clicks on this short URL 114 total clicks on all goo.gl short URLs pointing to this long URL Text Traffic sources Referrers Unknown/emp hootsuite.com twitter.com Copyright ©  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 shown on 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.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Example - ‘Twitter Chat’ Amplified • Engagement from the SlideShare community appears to amplify the ‘Twitter Chat + Multimedia’
 presentation total views by about 12 times Copyright ©  2012 Mark Robert Johnson FAIA Google Shortener ClickThroughs Facebook ‘likes’ from SlideShare 229 12 Twitter Google+ LinkedIn SlideShare ‘tweets’ ‘+1s’ from ‘shares’ total ‘views’ from SlideShare from SlideShare SlideShare 73 3 15 2,852 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. 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 images Copyright ©  2012 Mark Robert Johnson FAIA Text MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Leveraging Opportunities - Facebook • Facebook used to share the ‘Best of SXSW’ Docufest Project selection Text Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Leveraging Opportunities - Google+ • Google+ used 
 to share the ‘Best of SXSW’ Docufest Project selection Text Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • Leveraging Opportunities - Pinterest • Pinterest used to share the ‘Best of SXSW’ Docufest Project selection Text Copyright ©  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 Text Copyright ©  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 " Copyright ©  2012 Mark Robert Johnson FAIA Visit the South by Southwest (SXSW) website for more details - http://sxsw.com 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.com Copyright ©  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 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
  • 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
  • Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry Twitter + SXSW + SlideShare =
 Social Engagement " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD