Finding Your Social Niche

Copyright © 2013 Mark Robert Johnson FAIA MARKITECT 
Mark Johnson FAIA|AIBD|CKD
 
Finding Your  
Social Media Niche 
Mark Johnson FAIA | CKD | AIBD
Best Education and Learning Project  
B2B Social Media Marketing in the  
Architecture Engineering Construction Industry

Finding your Social Media Niche
• Question: Are you trying to ﬁnd and  
build a successful Social Media niche?
• You may be wondering… How do I build  
a large,engaged group of followers?
• Let’s study three people who’ve done it 
successfully and authentically!
MARKITECT 
Copyright © 2013 Mark Robert Johnson FAIA

Finding your Social Media Niche
Where to begin? Questions to ask yourself...
1. Where do my potential followers hang out?
2. What are my favorite networks?
3. What’s the best ﬁt for info I’d like to share?
4. What networks are fast and easy to 
maintain for my lifestyle and workﬂow?
MARKITECT 

Three Successful Approaches
MARKITECT 
Different approaches across generations...
@Dunksphoto -GenY Duncan Johnson
@SketchThis -“30 something” Eric Schimelpfenig
@courtneymprice -GenX Courtney M.Price

@Dunksphoto -Duncan Johnson, Austin
• Director, Photographer, Designer, Traveler
• Building his brand -DUNKSPHOTOGRAPHY
• Instagram -63,000 followers in one year
• Also at Twitter,Flicker, 
Vimeo and Facebook

Duncan’s website -dunksphotography.com
• ‘News magazine’ 
style blog site
• Photography, Film  
and Design
• Recommends books, 
hardware, freebies

Duncan’s Social Media Strategy
• Build a brand and  
point to his website
• Promote work via 
Instagram + Twitter
• Maximize followers  
though engagement

Mixing it up at Instagram
• Director,
• kl
"
"
"
"
• Duncan mixes professional pictures (left)
• Strategic pictures to maximize ‘Likes’(right)
1. Set up for a music video 2. Cuddles,his 17 year-old cat

Strategic Approach to Sharing Content
1. Instagram proﬁle page
2. Pictures/comments 
relevant to followers
3. ‘Likes’of select follows
4. ‘Behind the scenes’of 
DUNKSPHOTOGRAPHY
1. 2. 3. 4.

Photo Map of Workplace in North America
1. U.S.and Canada
2. Midwest projects in 
Texas and Michigan
3. Dallas to San Antonio  
to Houston
4. Projects in Austin
1. 2. 3. 4.

@SketchThis -Eric Schimelpfenig, AKBD
• SketchUp Trainer and Plugin Developer, 
3D Model Builder, K&B Designer, Speaker
• Building a brand at SketchThis.net
• Founder of #DesignPinThurs
• Also at Twitter,Pinterest, 
YouTube,Facebook,Google+

Eric’s website -SketchThis.NET
• Blog style website
• Promotes Eric’s  
services and SoMe
• Announced Plugin
• Share’s related sites  
and content

Eric’s Social Media Strategy
• Leverage relevant 
content and engage 
everywhere
• His approach led to  
being hired by a  
European company to build their US brand

Twitter for Multiple Brands
• Professional Proﬁle  
for @SketchThis
• Twitter Proﬁle  
for his client, 
@CleverStorageUS

Optimizing Facebook Photos
• Facebook is used  
to showcase Eric’s 
portfolio of kitchen 
and bath renderings 
modeled in 3D with  
SketchUp

Facebook Page for Clever Storage U.S.
• Eric launched, 
maintains and  
engages with 
designers on the  
Clever Storage U.S. 
page at Facebook 

Mixing it up with Facebook and Pinterest
• Clever Storage U.S. 
Pinterest page  
is embedded in  
Facebook to  
optimize exposure

• @CleverStorageUS  
engages designers 
via #DesignPinThurs  
using Twitter and  
Pinterest combined
• 1,200 Pins by others
#DesignPinThurs -Online Crowd Sourcing

@courtneypricedesign -Courtney M.Price
• Interior Designer and Blogger
• Building a brand via her blog, 
CourtneyPrice.com
• Twitter -12,000+ followers
• Pinterest -800+ followers
• Facebook -900+ likes

• Pure blog site
• Posts on design  
trends and ideas
• Updates often and  
promotes across her 
SoMe networks
Courtney’s website -CourtneyPrice.com

• Use SoMe to build  
her brand as a  
“Design Blogger”
• Optimize online  
and in-person  
opportunities
Courtney’s Social Media Strategy

Share what’s Popular on Pinterest
• 32 Pin Boards
• 4,000+ Pins
• Pins other’s  
content while  
sharing her favorite 
trends and products

Extends Her Network on Facebook
• Promotes her latest  
blog posts
• Engages with others
• Courtney is generous 
in sharing and ‘being 
useful to others’

In-Person Accomplishments
• Selected -BRIZO 
New York Fashion  
Week events
• Selected -Blog Tour, 
Cologne,Germany
• Writes for HuffPost

Copyright ©
2012 Mark Robert Johnson FAIA MARKITECT 
MARKITECT 
Copyright © 2013 All Rights Reserved MARKITECT 
Copyright © 2014 All Rights Reserved
• MARKITECT.me Consulting
• Social and Digital Media
• Marketing and Communications
• Industry Education
• Conference Speaker
• Marketer | Educator | Architect
• Contact: mrj.faia@gmail.com
• Resides in Austin,Texas
Mark Johnson FAIA | CKD | AIBD

Copyright ©
2012 Mark Robert Johnson FAIA MARKITECT 
MARKITECT 
Copyright © 2014 All Rights Reserved
• 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
"
• Named ‘Top 100 Design Tweeter’by DesignCrave
• 12,000+ Twitter followers
• 60,000+ Tweets
• 25+ daily e-Newspapers
MARKITECT.me -Awards & Recognition
B2B Social Media  
Marketing in the
Architecture
Engineering 
Construction  
Industry

Finding Your Social Niche

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