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Twitter Chat for e-Learning

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This presentation documents a social media Twitter campaign to promote a LIVE Twitter Chat. The study provides tips for conducting your own Twitter Pre-Chat, Chat Day and Post-Chat Campaign.

Published in: Business, Technology

Twitter Chat for e-Learning

  1. 1. Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry kbtribe 
 Twitter Chat
 for e-Learning " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  2. 2. Change is the only Constant Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry " “Social Media and the Web present an
 unsteady landscape tied directly to the
 popularity, trendiness and momentum 
 of any given network at any given moment in time”
 
 Brian Solis - Author of ‘Engage’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  3. 3. Project Brief • Guest host #kbtribechat, a weekly Twitter chat • Challenge - Share a technical subject and make it 
 fun, memorable and compelling for designers to eLearn • Develop, Execute and Measure - 7 day social media campaign to promote e-Learning at #kbtribechat • Topic - ‘iPad+Apps for Designers’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  4. 4. Highlights: Pre-Chat + Chat Day (3 days) • 90,000 individuals reached on Twitter 
 (unique followers) • 1,165,000 Impressions 
 (tweets x followers) Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  5. 5. Highlights: Pre-Chat + Chat Day (3 days) • 50 industry professionals chatting LIVE at #kbtribechat • Record attendance! (20% increase) • Even more were listening on the side to this 
 ‘focus group’ of design professionals Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  6. 6. Highlights: Pre-Chat + Chat Day (3 days) • 653 tweets in 3 days • 328 viewed ‘iPad+Apps for Designers’ for e-Learning • 50% ‘click-through from tweet ratio’....astounding! Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  7. 7. Highlights: Post-Chat (4 Days) • ‘iPad+Apps for Designers’ chosen by 
 SlideShare.com to feature on their homepage • e-Learning presention went ‘niche viral’ averaging
 1 view every 3 minutes for 48 hours! • 1,400 views of ‘iPad+Apps’ during 7 day campaign! Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  8. 8. Goals: e-Learning + Social Media Campaign • Help attendees adopt affordable new technology 
 to market and manage their design business • Engage Kitchen+Bath designers and the brands they consider when specifying products • Increase participation at #kbtribechat on Twitter • Explore potential of LIVE Twitter chat as
 new medium for e-Learning and social media Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  9. 9. Anticipated Results • Designers improve business practices with iPad + Apps • Design firms discovers productivity gains 
 leading to increased profitability • Product makers and App developers benefit by engaging and listening to designers at a LIVE Twitter chat • Twitter chat becomes an industry e-Learning tool Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  10. 10. Topic - iPad as Business Tool for Designers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  11. 11. Topic - Apps for Project Design & Selling • Initial Customer Meeting • Working with Customer • Creating the Design • Presenting the Design • Closing the Sale • Installation Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  12. 12. Chat Organizer #kbtribechat kbtribe • Twitter Chat every Wednesday for 
 Kitchen & Bath Industry professionals • A different trade topic every week 
 from 2-3pm EST • Contact: kbtribechat@gmail.com Twitter:  @kbtribechat Blog: kbtribe.wordpress.com Facebook: kbtribe " Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  13. 13. Tactics: e-Learning + Social Media Campaign • Begin by engaging social media Twitter followers
 and Facebook friends for a total of 5,750 people • @MarkJohnsonFAIA • 4,525 on Twitter • 370 on Facebook • @kbtribechat • 785 on Twitter • 69 on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  14. 14. Tactics: e-Learning + Social Media Campaign • Combine social media and online presentation to create 
 new medium: Twitter Chat + Multimedia e-Learning • Support campaign for a full week,
 before, during and after LIVE chat to: • Engage visual learners (designers) • Create an ongoing learning resource to educate 
 ‘design influencers’, their followers and clients • Elevate the participating brands during the LIVE chat to 
 optimize social media investment for ‘brand-building’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  15. 15. Six Sites selected to Promote the Campaign • • Facebook • kbtribechat.com blog • SlideShare.com • Paper.li e-newspapers • kbtribe Twitter Linkedin.com Copyright ©  2012 Mark Robert Johnson FAIA kbtribechat kbtribe MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  16. 16. Five Sites selected to Measure the Campaign • Ow.ly links attached to Tweets • CurateDE.com TweetReach.com • kbtribechat.com analytics • SlideShare.com kbtribe Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  17. 17. Two Sites selected to Manage the Campaign • HootSuite.com on Computer - • Dashboard for managing Twitter, Facebook, Linkedin • Twitter: Monitor Tweets, Retweets and Mentions • Preschedule chat questions to focus on LIVE engagement during chat • Twitterfall.com on iPad - • Secondary dashboard during LIVE chat • Shorten tweet response time to/from attendees with preloaded hashtags to optimize engagement Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  18. 18. Pre-Chat Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  19. 19. Pre-Chat Campaign Summary • Monday-Tuesday (prior to Wed LIVE chat) • SlideShare.com - e-Learning presentation posted • kbtribechat.com - Presentation embedded on blog site • Twitter - 116 tweets using #kbtribechat hashtag kbtribe • • Facebook posts - kbtribechat + Mark JohnsonArchitect Linkedin - 75 updates on Mark Johnson FAIA profile Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  20. 20. 50 Slide presentation posted at SlideShare 
 ‘iPad+Apps for Designers’
 Mark Johnson FAIA page at SlideShare.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  21. 21. kbtribe Blog Site • kbtribe Blog post with 
 iPad+Apps presentation embedded • e-Learning directly on kbtribe blog site kbtribe Blog Site promoting iPad+Apps Twitter chat with Mark Johnson FAIA Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  22. 22. Example of Pre-Chat Twitter Engagement
 3 Tweets = 10,000 Impressions Retweet thanks
 Tweet + Retweet
 Tweet by @MarkJohnsonFAIA with link to iPad+Apps presentation + Retweet by @ClarityK + Retweet thanks (RThx!) by @MarkJohnsonFAIA = 10,000 Impressions Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  23. 23. Ow.ly for Measuring the Campaign • Ow.ly links to tweets (content marketing) • What does Ow.ly measure and report? • Number of Click-throughs - Views of ‘iPad+Apps for Designers’ • Region of World that viewed - More than 10 countries • Number and Percent of Tweets by country • Referring sites - Direct clicks, Twitter, HootSuite, Facebook, TweetChat • Number of Referrals from each site Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  24. 24. Ow.ly - Click-through Stats from Campaign 87 Pre-Chat, 89 
 Chat Day, 82 
 82 2 Post-Chat, 48
 21 16 2 9 HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  25. 25. Ow.ly - Pre-Chat Stats (Tuesday only) • 89 click-throughs to view iPad+Apps presentation • 48 total tweets with links during Tue Pre-Chat Campaign • Thats a 185% ‘click-through from tweet’ ratio! Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  26. 26. Ow.ly - Click-Throughs by Country + Source HootSuite Ow.ly report - 
 @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  27. 27. Engaging with iPad App Developers HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  28. 28. Engaging with Design + Media Influencers HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011 Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  29. 29. Facebook - Broadcasting on ‘Pro Page’ Wall Mark Johnson-Architect page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  30. 30. Facebook - Product Makers broadcasting Blanco America page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  31. 31. Facebook - Engaging in Conversations Mark Johnson-Architect page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  32. 32. Facebook - Posts at iPad App developer sites Adobe Ideas page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  33. 33. Broadcasting to Linkedin Connections • @MarkJohnsonFAIA tweets included on Linkedin as updates
 to ‘Mark’s Activity’ • Potential reach of
 845 professional connections Mark Johnson FAIA page on Linkedin Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  34. 34. Chat Day 
 Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  35. 35. Chat Day Campaign Summary • Wednesday LIVE chat • Twitter - 537 tweets using #kbtribechat hashtag • 348,000 Impressions from @MarkJohnsonFAIA (77 tweets) • Linkekin - 77 updates to Mark Johnson FAIA profile Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  36. 36. HootSuite Dashboard - #kbtribechat LIVE Chat
 Q&A, Education, Sharing, Friendships Question
 Answer
 Friendship
 Sharing
 Education
 HootSuite dashboard during LIVE #kbtribechat on November 2, 2011. ‘Sent Tweets’ stream for Mark Johnson FAIA (guest host), and #kbribechat stream of attendees. Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  37. 37. Twitterfall Dashboard - #kbtribechat LIVE Chat
 Stream for #kbtribechat Education
 Friendship
 Q&A
 Twitterfall dashboard during LIVE #kbtribechat on November 2, 2011. Twitter stream of #kbribechat attendees. Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  38. 38. TweetReach for Measuring the Campaign TweetReach Stats for Twitter • What does TweetReach measure and report? • Use of #kbtribechat hashtag • Total unique Twitter users reached • Total impressions • Impressions by top tweeters Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  39. 39. TweetReach stats from Pre-Chat + Chat Day How many times users saw tweets about this topic. Total number of users 
 reached by tweets Who spread the 
 word the most? Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  40. 40. TweetReach Summary Statistics Pre-Chat + Chat Day (3 days) • 76 twitterers used #kbtribechat hashtag • 653 Tweets in 3 days • 90,000 Reached = Unique Potential Readers of Content • 1,165,000 Impressions = Total Tweets x Total Followers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  41. 41. Post-Chat 
 Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  42. 42. Post-Chat Campaign Summary (4 more days) • ‘Second Wave’ - 59 additional tweets • SlideShare (19) - iPad+Apps featured on Homepage • Twitter (17) - ‘Mentions’ w/out links • CurateDE (12) - Transcript of entire chat TweetReach (11) - Chat Metrics • Published in Paper.li e-newspapers • Facebook posts - kbtribechat + Mark Johnson-Architect Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  43. 43. Selected by SlideShare editors for homepage Email from SlideShare on Friday, Nov 4, 2011, 6pm ET. Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  44. 44. ‘iPad+Apps’ as featured on SlideShare.com Featured presentations on SlideShare.com homepage, weekend of Nov. 5-6, 2011. Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  45. 45. 
 Twitter chat ‘Focus Group’ Summary #kbtribechat Transcript CurateDE website - Kitchen & Bath Chat transcript for ‘iPad+Tablet Apps for Kitchen & Bath Pros’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  46. 46. 
 50 Industry Pros to Follow or Engage #kbtribechat Transcript CurateDE website - Kitchen & Bath Chat transcript for ‘iPad+Tablet Apps for Kitchen & Bath Pros’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  47. 47. 
 Designers Digest e-Newspaper Lead Story #Designers Digest - A daily electronic e-Newspaper published by MarkJohnsonFAIA Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  48. 48. Facebook Follow Up • Post-Chat FB posts • ‘iPad+Apps’ viewed by more than 1,000 people after LIVE #kbtribe chat Facebook post with link to kbtribe Blog Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  49. 49. Facebook Follow Up • ‘iPad+Apps’ embedded from SlideShare into Facebook page • Entire 50 slide presentation can be viewed within Facebook • Enlarge to full screen for optimal viewing Facebook post with embedded presentation hosted at SlideShare.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  50. 50. e-Learning + Social Media Campaign Results (One week) iPad+Apps for Designers - 1,400 Views (1,394) Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  51. 51. The Power of Social Media One > Few > Many • 1 Chat • 5 Ques. • 1 Presentation > > 50 Industry Pros 653 tweets Copyright ©  2012 Mark Robert Johnson FAIA > > 2 Posts > 90,000 Reached 1,165,000 Impressons > 1,400 views MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  52. 52. Campaign Surprises • Results are repeatable, 
 apart from LIVE chat • e-Learning easily viewed 
 on mobile devices • Industry interest and 
 additional promotion • Other sites embedding 
 ‘iPad+Apps’ for e-Learning • Opportunity to take 
 content to online video Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  53. 53. e-Learning + Social Media Campaign Results (Three weeks) iPad+Apps for Designers - Over 2,000 Views Discovery: Results are repeatable! 
 6 Tweets = 306 Views
 two weeks later Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  54. 54. Post-Chat Opportunities + Interest Industry Interest
 More opportunities
 HootSuite dashboard after LIVE #kbtribechat on November 3, 2011. ‘Sent Tweets’ stream for Mark Johnson FAIA (guest host), and #kbribechat stream of attendees. Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  55. 55. SlideShare Engagement Comments + Fav’s • Opportunity to engage on SlideShare • ‘iPad+Apps” Newsfeed from SlideShare • e • e e e e e Shared Commented • Favorited e e e Mark Johnson FAIA Newsfeed at SlideShare.com Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  56. 56. Selected Comments I’m a consultant in the construction and real-estate development industry. I see half a dozen Apps here that are remarkably well suited to my day-to-day business. Dunn Consulting - Los Angeles, California " @PCDFArch: @cabinetmakers Fantastic Mark! Thanks for posting this! Apps are amazing. Love the #AutoCAD WS one for #iPad & #architecture PCDF Architecture - Stamford, Connecticut I downloaded several of the apps last night Mark, and had the chance to try them out....they are fantastic! Thanks again. Heart of the Home Kitchen Design - Squamish, British Columbia Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  57. 57. You Can’t Just Write a Check “Each social network cultivates its own culture. We have to get our hands dirty. 
 There’s just no way around it. Immersion equals 
 incontestable experience, 
 perspectives and knowledge.”
 
 Brian Solis - Author of ‘Engage’ Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  58. 58. 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
  59. 59. 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
  60. 60. Best Education and Learning Project 
 B2B Social Media Marketing in the 
 Architecture Engineering Construction Industry kbtribe 
 Twitter Chat
 for e-Learning " Mark Johnson FAIA | CKD | AIBD Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD

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