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

Social Media Challenge Best Education
and Learning Project B2B Social Media Marketing in the Architecture Engineering Construction Industry • Question: Can Twitter drive views of a presentation on SlideShare? “For a game designed for 4-7 year olds, there was a surprising amount of 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 Board Copyright © 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 • A themed park in Michigan Don’t miss the Fall-2011 Latino Web TV Series, ‘Chutes & LADDERS’ • 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-ladders Copyright © 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 • Leverage, from the 60 million visitors to SlideShare.com each month Image - Original Chutes and Ladders gameboard, Courtesy of the Baby Boomer eMuseum. • 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 Copyright © 2012 Mark Robert Johnson FAIA Image: http://www.mikanet.com/museum/ item.php?item=1072 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 Part 3 - Chat Day Part 4 - Post-Chat Multi-generational - “Aunt Donelda discusses one of the finer points of Chutes and Ladders with Drew and Will” Photo: danzfamily.com Copyright © 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… • I’m about to share the Life Imitates Board Games - Chutes and Ladders as ‘Augmented Reality’ statistical results without putting you to sleep...Zzzzzz Photo: Paige Kensil at http://cheeseheadflowerchild.tumblr.com Copyright © 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 every few hours around the clock to guage international interest Copyright © 2012 Mark Robert Johnson FAIA Text MARKITECT Mark Johnson FAIA|AIBD|CKD

Comparison with Chutes and Ladders
game Part 1 Views Part 2 Views Part 3 Views Part 4 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 No tweets 8 - Part 1 3 4 240 3 8 7 15 10 5 8 - Part 2 38 173 3 6 8 - Part 3 7 24 173 2 8 - Part 4 8 4 38 238 No tweets No tweets 1 0 1 0 1 0 91 0 Copyright © 2012 Mark Robert Johnson FAIA 89 16 #^!@>? 4 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 desending number of views reminded me of a downward chute Copyright © 2012 Mark Robert Johnson FAIA Social Media Campaign by MARKITECT.me from 12/14-12/25/2011. All rights reserved. MARKITECT Mark Johnson FAIA|AIBD|CKD

Social Media Exploration • The
residual click-throughs are likely due to the ‘ripple effect’ of tweets being seen and retweeted over a few days “There is a HUGE park called Chutes and Ladders in Houghton, MI” • 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-real Copyright © 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 and Google is not able to measure it Sustainability - Chutes and Ladders 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 Copyright © 2012 Mark Robert Johnson FAIA Website: http://www.mixtgoods.com/view-product.php/410 MARKITECT Mark Johnson FAIA|AIBD|CKD

Social Media & World Peace?
• SlideShare amplifies content to the world through Linkedin and Twitter Part 1 Part 2 Part 3 Part 4 Total clicks on Google URL 51 52 46 89 LinkedIn ‘shares’ from SlideShare embed 12 11 15 16 Twitter Tweets by SlideShare Users Total views at SlideShare 25 22 27 39 750 462 554 830 World Affairs - Chutes and Ladders as a metaphor for global gaps in socioeconomics and redefining the ‘Middle Class’ Copyright © 2012 Mark Robert Johnson FAIA Website: http://www.worldpolicy.org/journal/ summer2011/chutes-and-ladders-netherlands 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) Copyright © 2012 Mark Robert Johnson FAIA Social Media Campaign by MARKITECT.me from 12/14-12/25/2011. All rights reserved. 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 kids had been taking turns scaling the Mommy blogger with 6 children: “The • See my newest #SocialMedia presentation bunkbeds, dropping onto the dresser, climbing out the window, and flying 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/babblevoices/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) Part 1 Part 2 Part 3 Part 4 #^!@>? 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 few days Copyright © 2012 Mark Robert Johnson FAIA Social Media Campaign by MARKITECT.me from 12/14-12/25/2011. All rights reserved. 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/2011-07-15play-chutes-and-ladders-on-publictransportation 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 DRIVES SlideShare VIEWS #^!@>? " Mark Johnson FAIA | CKD | AIBD Copyright © 2012 Mark Robert Johnson FAIA MARKITECT Mark Johnson FAIA|AIBD|CKD