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Twitter Chat for e-Learning

The document details a seven-day social media campaign aimed at promoting e-learning for designers through a Twitter chat (#kbtribechat) focused on 'iPad+Apps for Designers.' It achieved significant reach, with 90,000 unique individuals and over 1.1 million impressions, leading to viral engagement and increased attendance. The campaign demonstrated the effectiveness of combining social media and e-learning to enhance business practices in the architecture, engineering, and construction industry.

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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
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
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
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
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
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
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
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
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
Topic - iPad as Business Tool for Designers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
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
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
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
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
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
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
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
Pre-Chat Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
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
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
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
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
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
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
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
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
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
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
Facebook - Broadcasting on ‘Pro Page’ Wall Mark Johnson-Architect page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
Facebook - Product Makers broadcasting Blanco America page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
Facebook - Engaging in Conversations Mark Johnson-Architect page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
Facebook - Posts at iPad App developer sites Adobe Ideas page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
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
Chat Day 
 Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
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
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
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
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
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
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
Post-Chat 
 Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
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
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
‘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

 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

 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

 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
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
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
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
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
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
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
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
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
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
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
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 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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Twitter Chat for e-Learning

  • 1.
    Best Education andLearning 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.
    Change is the onlyConstant 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.
    Project Brief • Guesthost #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.
    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.
    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.
    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.
    Highlights: Post-Chat (4Days) • ‘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.
    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.
    Anticipated Results • Designersimprove 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.
    Topic - iPadas Business Tool for Designers Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 11.
    Topic - Appsfor 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.
    Chat Organizer #kbtribechat kbtribe • TwitterChat 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.
    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.
    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.
    Six Sites selectedto 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.
    Five Sites selectedto 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.
    Two Sites selectedto 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.
    Pre-Chat Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 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.
    50 Slide presentationposted 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.
    kbtribe Blog Site • kbtribe Blogpost 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.
    Example of Pre-ChatTwitter 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.
    Ow.ly for Measuringthe 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.
    Ow.ly - Click-throughStats 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.
    Ow.ly - Pre-ChatStats (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.
    Ow.ly - Click-Throughsby 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.
    Engaging with iPadApp 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.
    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.
    Facebook - Broadcastingon ‘Pro Page’ Wall Mark Johnson-Architect page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 30.
    Facebook - ProductMakers broadcasting Blanco America page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 31.
    Facebook - Engagingin Conversations Mark Johnson-Architect page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 32.
    Facebook - Postsat iPad App developer sites Adobe Ideas page on Facebook Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 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.
    Chat Day 
 Campaign Copyright©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 35.
    Chat Day CampaignSummary • 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.
    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.
    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.
    TweetReach for Measuringthe 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.
    TweetReach stats fromPre-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.
    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.
    Post-Chat 
 Campaign Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 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.
    Selected by SlideShareeditors 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.
    ‘iPad+Apps’ as featuredon 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.
    
 Twitter chat ‘FocusGroup’ 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.
    
 50 Industry Prosto 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.
    
 Designers Digest e-Newspaper LeadStory #Designers Digest - A daily electronic e-Newspaper published by MarkJohnsonFAIA Copyright ©  2012 Mark Robert Johnson FAIA MARKITECT
 Mark Johnson FAIA|AIBD|CKD
  • 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.
    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.
    e-Learning + SocialMedia 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.
    The Power ofSocial 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.
    Campaign Surprises • Resultsare 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.
    e-Learning + SocialMedia 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.
    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.
    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.
    Selected Comments I’m aconsultant 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.
    You Can’t JustWrite 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.
    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.
    MARKITECT.me - SocialMedia 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.
    Best Education andLearning 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