Más contenido relacionado La actualidad más candente (20) Similar a To Twitter and Beyond (20) To Twitter and Beyond1. Best Education and Learning Project
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
To Twitter
and Beyond
Mark Johnson FAIA | CKD | AIBD
Copyright ©
2011 Mark Robert Johnson FAIA
012
MARKITECT
Mark Johnson FAIA|AIBD|CKD
2. Overview
650 days on Twitter
Best Education and Learning Project
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
• @MarkJohnsonFAIA - Design focus - 5,900 followers
• @MarkJohnsonCKD - Kitchen/Culinary focus - 1,300
• 7,200 followers in 21 months
• 34,000 tweets - Average 50+ tweets per day
• Average 10+ new followers per day
• No ‘twitter adders’ for authenticity
• Automated tweets for daily e-newspapers - 25 per day
• 3 to 4 hours per day, seven days a week for first 4
months
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
3. Twitter - How I got addicted started
• Question: What are my areas of specialty?
• Add short bio, link (LinkedIn is OK), custom
background
• Follow and engage others who are like minded
• Try ‘three-step’ method - FOLLOW - RETWEET - LIST
• They’ll likely see you, and follow back
• Set a goal of minimum tweets per day - 3 per day min.
• Explore other lists to build your community
• Follow a few ‘high flyers’ - e.g. @FoodNetwork @Zagat
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
4. More ideas for building a Twitter following
• The Key to Twitter - “Be useful to others”
• ‘Twitter Ettequette’ goes a long way!
• Thank every ‘mentions’ and ‘retweets’ - RThx!
• Don’t be too promotional - 10% to 20% of tweets max.
• Find, join, engage in a Twitter Chat - Google Docs
• Manage Twitter by using a dashboard app like
Hootsuite or Tweetdeck
• Don’t take your first ‘un-follow’ too hard!
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
6.
Facebook
I ‘like’ my project... I invite you to ‘like’ it too
Flickr
Here’s a picture of one of my projects
YouTube
Watch me work on a project
LinkedIn
My skills include creating projects
Pinterest
Here’s a pretty collection of my projects
Google Earth
This is where you can visit a project
7.
SlideShare
See a presentation about my projects
Google+
My Circle of Friends do projects too
8.
Paper.li
You can read about our projects here
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
9. Focus - Communication and Engagement
Twitter
Spontaneous updates, disperse like vapor
Facebook
Updates + pictures on Timeline, lasting
Google+
Posts within smaller Circles of Friends
FourSquare
Posting physical location and activity
LinkedIn
Copyright ©
2012 Mark Robert Johnson FAIA
Resume + professional updates
MARKITECT
Mark Johnson FAIA|AIBD|CKD
10. Focus - Visual Media and Curated Content
YouTube
Video - Personal and instructional
Flickr
Pictures and short video - Pro and amateur
Pinterest
Collections - Huge for interior design
Google Earth
Destinations - Travel and commerce
Google 3DW
3D models - Design, Build-out Google Earth
SlideShare
Presentations - In-depth and topical
12.
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
13. Be Everywhere at Once in Social Network
LinkedIn
Facebook
YouTube
Integrate SM with
Pinterest
Website / Blog
Flickr
SlideShare
Copyright ©
2012 Mark Robert Johnson FAIA
Google+
Paper.li
Google Earth +
3D Warehouse
MARKITECT
Mark Johnson FAIA|AIBD|CKD
14. Be Everywhere at Once in Social Network
LinkedIn
Facebook
YouTube
Integrate SM with
Pinterest
Website / Blog
Flickr
SlideShare
Twitter
Google+
Paper.li
Google Earth +
3D Warehouse
Amplifies all Networks to drive click-throughs and views
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
15.
Twitter + Google 3D Warehouse
• One tweet
and a link
• Let’s see if
Social Media
can drive clicks
and views
• We’ll measure
1 tweet pushed
through multiple
networks and
find out!
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
16.
LinkedIn, Google+, Facebook, Pinterest
• Twitter feed
auto-embed
at LinkedIn
• Facebook post
on Google’s
FB page with
nine million
‘likes’ (leverage)
• Don’t forget
Pinterest...new
kid on the block
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
17. Measuring the Results
• 75 click-
throughs
to view a
kitchen design
from 1 tweet
to 7,200 followers!
• 1% response ratio
which is comparable
to direct mail
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
18. What makes a powerful tweet?
Tweet - See my 'Contemporary Craftsman' #Kitchen #design in @google
3D Warehouse. Over 3,700 downloads! sketchup.google.com/
3dwarehouse/de… #CAD #tech w @SketchUp
• Call to action - “See my 'Contemporary Craftsman'…
• Relevant hashtags - #Kitchen #design #CAD #tech
• Brand ‘mentions’ - @google @SketchUp
• Teaser - Over 3,700 downloads!
• A link to explore further - reflects your focus and
expertise
• A large relevant following - 7,200 followers
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
19. To Twitter and Beyond
Blogging with Brands
• Guest blog for
KOHLER
• They saw my
tweets from
Greenbuild
Show and
reached out!
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
20.
Leveraging Twitter Chats
• I was asked to
guest host an
industry Twitter
chat
• Topic - iPad
+Apps for
Designers
• Formica Group
attended and
embedded it
in their blog
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
21.
SlideShare.net Blog
• @SlideShare
had never seen
a presentation
embedded in a
corporate blog
• They reached
out and
requested an
interview for the
SlideShare blog
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
22.
Sharing Best Practices
• Armstrong is a
sponsor for the
VISION House
at Epcot
• I’m the social
media campaign
manager
• Armstrong took
Formica’s cue
and embedded
my presentation
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
23.
Google+ and SlideShare
• SlideShare liked
the Armstrong
blog, but had
already featured
this presentation
on their
homepage
• So they featured
it on their
Google+ page
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
24. Flickr, Twitter + Facebook
• LIVE Event
Social Media
Campaign to
promote the
VISION House
at Disney’s
Epcot
• Pictures posted
on Flickr, then
shared using
Twitter
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
25. Flickr, Twitter + Facebook
• Flickr post as
it appears on
Facebook
• Notice invitation
to ‘View Mark
Johnson FAIA’s
photostream on
Flickr’
• Drives views
back to photo
collections
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
26. Promoting Brands at Paper.li
• Publisher of 30
e-newspapers
per day
• News stories
including
collaborations
with brands, in
return for their
good will
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
27. YouTube, Google Earth + Ann Arbor
• Videos and
Screencasts
at YouTube
• Embedded
content from
Google Earth
• Note the new
YouTube
Channel
splash page
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
28. Pinterest for Collaboration
• Here’s a
Pinterest board
about my
collaboration
with Formica
Group at IBS
• Promotion of
our IBS Show
Highlights, and
referenced in
their blog
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
29. Tying it all together with a Brand
• Formica Group’s
IBS blog
promoted
collaborations
with
MARKITECT
• Radio interview
in their booth
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
30. Tying it all together with a Brand
• TweetUp and
booth tour in
Formica Group’s
IBS booth
• Over 20
designers,
specifiers and
bloggers
attended
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
31. Leveraging Social Media for your Blog
• All my social
media initiatives
are used for
blog posts at
MARKITECT.me
• Notice an
emphasis on
‘rich media’
content to
differentiate
the blog
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
32. Embed In-depth Content
• Readers can
explore a
65 slide social
media campaign
presentation
without ever
leaving the blog
• ‘Full screen’
view is in high
definition
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
33. 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
34. 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
35. Best Education and Learning Project
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
To Twitter
and Beyond
Mark Johnson FAIA | CKD | AIBD
Copyright ©
2011 Mark Robert Johnson FAIA
012
MARKITECT
Mark Johnson FAIA|AIBD|CKD