Launching New Products via Social Media

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Every company strives for a successful launch of their new products or services. Can social media marketing be a relevant component in a product launch? The answer is yes! This presentation shows two approaches to how a live 
“Twitter chat”, Pinterest and a "tweetup" can be used to promote 
new products. Take a look at how GE® Appliances and PoggenpohlUSA each leveraged social media to reach designers, specifiers and buyers.

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Launching New Products via Social Media

  1. Copyright ©  2013 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 
 Launching
 New 
 Products via 
 Social Media" Mark Robert Johnson FAIA | CKD
  2. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA Launch a Product via Social Media? MARKITECT
 Mark Johnson FAIA|AIBD|CKD •Every company strives for a successful 
 new product launch •Can social media marketing be a relevant component for a product launch? Yes! •Let’s see how two brands leveraged social media to reach specifiers and buyers

  3. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA Product Launch via Twitter + Pinterest MARKITECT
 Mark Johnson FAIA|AIBD|CKD •A“Twitter chat,”Pinterest and a “tweetup”
 were used to reach designers,bloggers 
 and industry influencers •GE®Appliances -New‘Slate’Finish •Poggenpohl Cabinets -New Artesio Kitchen
  4. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD GE® Appliances conducted a one-off 
 Twitter chat using the hashtag #GESlate " Poggenpohl Cabinetry sponsored an ongoing Twitter chat called #kbtribechat during a trade show tweetup Two Approaches
  5. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD A Twitter chat offers more control by using 
 a unique hashtag like #GESlate " Piggybacking on a successful Twitter chat can be less work and provide both an 
 online and in-person audience Advantages of Each Approach
  6. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD Harder to recruit a large group of targeted attendees for a one-off online event " Live events where you can combine a Twitter chat and tweetup are infrequent Disadvantages of Each Approach
  7. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA Image shared by @GE_Appliances during #GESlate Twitter chat - GE® Kitchen Appliances in Slate Finish Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD GE® Appliances -Slate Finish Launch
  8. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA Goals -GE® Appliances Twitter Chat •Introduce new‘slate’ finish to the design community to 
 drive awareness, 
 online buzz 
 and sales GE® Gas Range in Slate Finish
  9. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA GE® Pulled Back the Corporate Curtain •Have the GE® design team engage with designers and media •Pre-chat outreach and invitations to 
 key attendees GE® Appliances pin at Pinterest
  10. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA Engagement by the Entire GE® Team •Chat attendees met the GE® designers •A peek behind the curtain encourages 
 brand engagement
 Tweets from GE® Industrial Designers
  11. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA GE® Brand and Showroom Participation •GE® Twitter accounts and spokesperson join the conversation •Twitter used for an onging conversation
 with GE® brand
 Tweets from GE® outward-facing Twitter accounts
  12. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA •26 Attendees engaged online •353 tweets •88 brand mentions •44,000 unique Twitter accounts reached •1,062,000 Twitter impressions Results -GE® Appliances Twitter Chat Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
Mark Johnson FAIA|AIBD|CKD
  13. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA Poggenpohl -Artesio Kitchen Launch ARTESIO Kitchen by Poggenpohl, in walnut finish - The integrated approach to kitchen and space embraces floor, walls, and even the ceiling. With it's innovative ceiling elements, the 'function arch' facilitates power management and provides accommodation for audio system, ventilation extractor, or indirect LED lighting.
  14. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA Goals -Poggenpohl Chat via #kbtribechat •Drive booth traffic and online visits at the KBIS Show •Leverage designers, bloggers,media to share Artesio Kitchen Pinterest pin of ARTESIO Kitchen 
 noting dramatic “Function arch”
  15. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD Photos from #kbtribechat Twitter Chat at Poggenpohl Booth - KBIS in Chicago Tactics -Poggenpohl Chat •Promote via Twitter for 
 the week prior to KBIS Show •Conduct live Twitter chat and 
 tweetup in Poggenpohl booth •Engage with Pinterest board 
 product images and links
  16. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD Tweet from Twitter chat stream during #KBTribeChat sponsored by Poggenpohl Designers Sharing Pictures and Insights
  17. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD Tweet from Twitter chat stream during #KBTribeChat sponsored by Poggenpohl Retweets/Mentions via Remote Attendees
  18. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD Tweet from Twitter chat stream during #KBTribeChat sponsored by Poggenpohl Distributor Customers Sharing Pictures
  19. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD Tweet from Twitter chat stream during #KBTribeChat sponsored by Poggenpohl Sharing the Design Story for Industry Buzz
  20. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD 232 Pinterest followers of this Pin Board Tweets pointed to Poggenpohl at Pinterest
  21. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA TextText ‘Pins’at Pinterest Link to Poggenpohl Site
  22. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD •57 Attendees (20 in booth,37 online) •564 tweets •157 brand mentions •89,000 unique Twitter accounts reached •890,000 Twitter impressions Results -Poggenpohl via #kbtribechat
  23. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD GE Appliances Poggenpohl Results -GE® Appliances vs.Poggenpohl
  24. Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD GE Appliances Poggenpohl Results -GE® Appliances vs.Poggenpohl
  25. MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright ©  2013 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright © 2013 All Rights Reserved MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright © 2013 All Rights Reserved MARKITECT
 Mark Johnson FAIA|AIBD|CKD • MARKITECT.me Consulting •Marketing Strategy •Social and Digital Media •Education • Contact -mrj.faia@gmail.com • Twitter -@MarkJohnsonFAIA • LinkedIn -Mark Robert Johnson, Austin Mark Johnson -Marketing Consultant Copyright ©  2013 Mark Robert Johnson FAIA
  26. Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright © 2013 All Rights Reserved MARKITECT
 Mark Johnson FAIA|AIBD|CKD Copyright © 2013 All Rights Reserved MARKITECT
 Mark Johnson FAIA|AIBD|CKD • Be2Award Award Winner -London Social Media Week • 2013 -Best B2B Education & Learning Project • 2012 -Best B2B PR/Marketing Campaign and 
 Education & Learning Project " • Named ‘Top 100 Design Tweeter’by DesignCrave • 10,000+ Twitter followers • 60,000+ Tweets MARKITECT.me -Awards & Recognition Copyright ©  2013 Mark Robert Johnson FAIA
  27. Copyright ©  2013 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 
 Launching
 New 
 Products via 
 Social Media" Mark Robert Johnson FAIA | CKD

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