More Related Content Similar to Twitter drives SlideShare views (20) More from MARKITECT.me (11) Twitter drives SlideShare views1. 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
2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. 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
13. 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
14. 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
15. 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
16. 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
17. 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
18. 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
19. 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
20. 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
21. 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
22. 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