Does the online community attending the South by Southwest events in Austin, #SXSW, generate Twitter click-throughs to 
view content? This presentation documents a 24 hour social media campaign to discover the impact of one of the most widely used hashtags of 2012, #SXSW. I make use of the statistics available through Google URL Shortener and SlideShare.net to report key findings in this case study.

1. Best Education and Learning Project
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
Twitter + SXSW + SlideShare =
Social Engagement
"
Mark Johnson FAIA | CKD | AIBD
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

2. Twitter + SXSW
+ SlideShare
Best Education and Learning Project
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
• The online community is all atwitter
about SXSW (South by Southwest).
So many start-ups are unveiling
new apps in Austin!
"
• After all, this is where Twitter and
FourSquare were ‘discovered’
"
• So how about a quick social media
campaign to measure SXSW’s impact?
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

3. How Effective is the #SXSW Hashtag?
• I made a quick
e-newspaper to
capture all the
SXSW highlights
"
• 1,978 articles
in 24 hours
generated by
the #SXSW
hashtag is
amazing!
Copyright ©
2012 Mark Robert Johnson FAIA
Text
MARKITECT
Mark Johnson FAIA|AIBD|CKD

4. Social Media Question?
• Does the online SXSW community
generate Twitter click-throughs to
view content? If so, how many?
"
• Let’s try #SXSW, the conference
hashtag, in a 24 hour social media
campaign on Twitter
"
• We’ll use social media presentations
on SlideShare to measure the results
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

5. Twitter + SXSW + SlideShare
• We’ll try 22 tweets spaced 1 hour
apart, starting at 9:30 am on Friday,
the first day of SXSW
"
• We’ll measure the results for 24 hours
"
• We’ll discover if there is a significant
difference in click-throughs during
the day or night
"
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

6. Twitter + SXSW + SlideShare
• We’ll use my 11 SlideShare social
media presentations as hot-links in
the tweets to make it easy to
measure views
"
• Google URL shortener will measure
how many click-throughs are directly
attributable to my tweets
"
• And we’ll see if SlideShare’s 60 million
users per month impact the total views
Copyright ©
2012 Mark Robert Johnson FAIA
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
MARKITECT
Mark Johnson FAIA|AIBD|CKD

7. Twitter + MarkJohnson FAIA
• Here are my Twitter followers used in
this social media experiment
"
• 5,750 followers: @MarkJohnsonFAIA
• ‘B2B’ Design focus
"
• 1,330 followers: @MarkJohnsonCKD
• ‘B2C’ Culinary/Kitchen focus
"
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

8. Example of Two Tweets
• 7
• See this! > 'Top Presentation of Day' on
@SlideShare from last week! #Twitter and
#SocialMedia Insights > goo.gl/jy3Bp #sm
#SXSW
"
"
• Phenomenal #SocialMedia presentation! >
#Twitter Chat and #Multimedia pres on
@SlideShare goo.gl/i6OMx #sm #SXSW
"
Copyright ©
2012 Mark Robert Johnson FAIA
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
MARKITECT
Mark Johnson FAIA|AIBD|CKD

9. Results from Two Tweets
• 73 click-throughs - 36.5 per tweet
• See this! > 'Top Presentation of Day' on
@SlideShare from last week! #Twitter and
#SocialMedia Insights > goo.gl/jy3Bp #sm
#SXSW
"
• 294 clicks-throughs - 147 per tweet
• Phenomenal #SocialMedia presentation! >
#Twitter Chat and #Multimedia pres on
@SlideShare goo.gl/i6OMx #sm #SXSW
"
Copyright ©
2012 Mark Robert Johnson FAIA
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
MARKITECT
Mark Johnson FAIA|AIBD|CKD

10. Key Social Media Findings
• The Twitter campaign averaged
one view per minute for 24 hours!
"
• There were very few ‘retweets’
but lots of click-throughs. There was
no significant difference between the
daytime and nightime tweets
"
• A few HOT topics dominated the
number of views
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

11. SlideShare Views of Presentations by Topic
The total number of views for each presentation during the 24 hour campaign is shown on the each of the cylinders above.
Twitter Chat + Multimedia e-Learning and 24 Hour Social Media Campaign were the most popular presentation Topics.
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

12. Key Social Media Findings
• In previous campaigns, 50 views
per tweet is the highest I’ve averaged
with SlideShare presentations
"
• The #SXSW Campaign average is
70 views per tweet, a 40% increase
"
• There are many variables, but it
appears that 20 views per tweet may
be attributable to the #SWSW hashtag
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

13. Short URL: goo.gl/i6OMx
Created: Dec 31, 2011
Report
Click-throughs from spam
Hot-links in Tweets
Search Images Videos Maps News Shopping Gmail More ▼
mrj.faia@gmail.com | S
Clicks for the past: two hours
• Direct clicks
from tweets
were captured
by Google URL
Shortener
Clicks
Long URL: www.slideshare.net/MarkJohnsonFAIA/twitter-chat-multimedia-elearni
114 clicks goo.gl/i6OMx URL
Short URL: on this short
114 total clicks 2011all goo.gl short URLs pointing to this long URL
Created: Dec 31, on
ht
Report spam
Traffic sources
Clicks for the past: two hours
"
• The SlideShare
views are much
higher than the
direct clicks
day
week
Clicks
114 clicks on this short URL
114 total clicks on all goo.gl short URLs pointing to this long URL
Text
Traffic sources
Referrers
Unknown/emp
hootsuite.com
twitter.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
www.linkedin.
Mark Johnson FAIA|AIBD|CKD

14. SlideShare Views vs Clicks with Google links
Why do SlideShare views
exceed direct clicks?
On average, the Google click-throughs represent 27% of total views. The number of views for each presentation during the 24 hour campaign is shown
on the purple cylinders. The number of click-throughs from the Google URL Shortener hot-links in my tweets are shown on the orange cylinders.
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

15. Reasons why Views > Clicks
• When Tweets are amplified as
‘retweets’ and ‘mentions’, the
hot-links are sometimes broken and
Google Shortener can’t measure them
"
• SlideShare users ‘amplify’ the views
using the Facebook, Twitter, Google+
and LinkedIn icons at SlideShare, and
this is not captured by Google
"
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

16. Example - ‘Twitter Chat’ Amplified
• Engagement
from the
SlideShare
community
appears to
amplify the
‘Twitter Chat +
Multimedia’
presentation
total views by
about 12 times
Copyright ©
2012 Mark Robert Johnson FAIA
Google
Shortener
ClickThroughs
Facebook
‘likes’ from
SlideShare
229
12
Twitter
Google+
LinkedIn
SlideShare
‘tweets’
‘+1s’ from
‘shares’ total ‘views’
from
SlideShare
from
SlideShare
SlideShare
73
3
15
2,852
3BallMTY - Appearing at SXSW -
The Leaders of the 3ball Movement, from Monterrey Mexico. 3ballMTY is the Hottest new act on the Latin
Scene. Their # 1 Single INTENTALO take the industry by Storm.
MARKITECT
Mark Johnson FAIA|AIBD|CKD

17. Unexpected Opportunity at SXSW
• The Docufest
Project at SXSW
selected one of
my SlideShare
presentations
for their
‘Best of SXSW’
gallery of
crowdsourced
images
Copyright ©
2012 Mark Robert Johnson FAIA
Text
MARKITECT
Mark Johnson FAIA|AIBD|CKD

18. Leveraging Opportunities - Facebook
• Facebook used
to share the
‘Best of SXSW’
Docufest Project
selection
Text
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

19. Leveraging Opportunities - Google+
• Google+ used
to share the
‘Best of SXSW’
Docufest Project
selection
Text
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

20. Leveraging Opportunities - Pinterest
• Pinterest used
to share the
‘Best of SXSW’
Docufest Project
selection
Text
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

21. Leveraging Opportunities - LinkedIn
• LinkedIn used to
share Twitter
Chat+Multimedia,
the hottest
presentation
topic from the
SXSW social
media campaign
Text
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

22. Key Social Media Findings
• 22 tweets in 24 hours = 1,533 Views
of 11 my social media presentations
"
• Average of 70 views per tweet!
"
• Hot-links generated 411 views
via tweets from @MarkJohnsonFAIA
and @MarkJohnsonCKD
"
Copyright ©
2012 Mark Robert Johnson FAIA
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
MARKITECT
Mark Johnson FAIA|AIBD|CKD

23. Summary Conclusions...
in Round Numbers
• Mark Johnson’s 7,000 followers plus
hashtags e.g. #sm, #tech, #Twitter
≈ 20 views per tweet
"
• The SlideShare community
≈ 30 views per tweet
"
• The #SXSW hashtag
≈ 20 views per tweet
"
Visit the South by Southwest (SXSW)
website for more details - http://sxsw.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

24. Addendum - 6 Hours on SlideShare
• Within 6 hours
of SlideShare
presentation
being posted
"
• 4 tweets were
used with the
#SXSW hashtag
Text
"
• Here’s what
happened...
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

25. Addendum - 6 Hours on SlideShare
• 38 click-
throughs
(Google Shortener link)
"
• 744 Views
at SlideShare
(1 view every 30 seconds)
"
• 186 Views per
Text
Tweet
(for the first 6 hours)
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

26. 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

27. 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

28. Best Education and Learning Project
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
Twitter + SXSW + SlideShare =
Social Engagement
"
Mark Johnson FAIA | CKD | AIBD
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD