24 Hour Social Media Campaign is a case study experiment. Here is the project brief: Experiment - Launch a 24 hour social media campaign to drive views to an e-Learning presentation: Social Media in 3D (also on SlideShare) Tactics - Leverage featured brands on Facebook and other social media sites to see what happens. Goals - Discover insights about social media campaigns, measure, and report the results.

1. Best Education and Learning Project
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
24 Hour
Social Media
Campaign
Mark Johnson FAIA | CKD | AIBD
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

2. Social Media
Campaign Strategy
Best Education and Learning Project
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
• Launch a 24 hour social media campaign to drive
views to an e-Learning presentation: ‘Social Media in
3D’
"
• Leverage featured brands in case study slides
from the ‘Social Media in 3D’ presentation
"
• To make it really hard...Try the experiment
2 days before Thanksgiving
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

3. Social Media Campaign Goals
• Experiment with a Minimalist Approach
to see what happens with limited time + resources
"
• Two posts, Five tweets, in a 24 hour period
"
• See if wall posts in social media ‘groups’ make an
"
impact
•
‘Circles”
•
‘Likes’
•
‘Connections’
•
‘Friends’
•
‘Community’
•
‘Followers’
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

4. Social Media Campaign Tactics
• 1 Presentation, 2 Posts and 5 Tweets on these sites
"
•
SlideShare1
Presentation
-
•
Facebook
1 Post
-
•
Google+
1 Post
-
•
Twitter
- 5 Tweets
•
Linkedin - 5 Updates (from Twitter feed)
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

5. Pre-Campaign - 11/21
SlideShare
• ‘Social Media in 3D’
presentation posted
on SlideShare.com
• 4pm EST, 11/21
• 42 views on
Pre-campaign Day
Mark Johnson FAIA - Profile page at SlideShare.com
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

6. Facebook
Campaign Day
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

7. Facebook on Campaign Day - 11/22
• Facebook Post at Mark Johnson-Architect ‘pro page’
with 6 tags (embedded hot-links)
"
• 10:00 EST - “Here's a FIRST LOOK at my new presentation,
Social Media in '3D' on SlideShare. It explores how 3D virtual
media can be leveraged with social media. I feature case studies
from
The American Institute of Architects Convention,
Southeast Building Conference,
National Kitchen & Bath Association (NKBA) KBIS Show, and
Google SketchUp 3D Basecamp.
I hope you enjoy!”
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

8. Campaign Day - 11/22
Mark Johnson FAIA - Facebook ‘pro page’
• Post on Mark’s
‘pro page’ wall
• 382 Friends
• Six embedded links
on the ‘wall’ of much
larger Facebook sites
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

9. Extending ‘Reach’ on Facebook
• The embedded tags create a post on each
Facebook wall or ‘Friend Activity’ stream for
increasing potential reach to these groups:
•
SlideShare
55,191
•
AIA Architects
12,593
•
SEBC
425
•
NKBA
2,314
•
KBIS
1,596
•
Google SketchUp
57,279
~129,400 Total Friends
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

10. Campaign Day - 11/22
SlideShare - Facebook page
• Post on
SlideShare’s wall
• Hosting site for
‘Social Media in 3D’
Presentation
• 55,191 people
‘like’ SlideShare
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

11. Campaign Day - 11/22
AIA Architects - Facebook page
• Post on
American Institute
of Architect’s wall
• Features case study
from AIA National
Convention, Miami
• 12,593 people
‘like’ The America
Institute of Architects
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

12. Campaign Day - 11/22
SEBC - Facebook page
• Post on
SEBC’s wall
• Features case study
from Southeast
Building Conference
Expo, Orlando
• 425 people
‘like’ Southeast
Building Conference
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

13. Campaign Day - 11/22
NKBA - Facebook page
• Post on
NKBA’s wall
• Features case study
from NKBA’s
KBIS Show, Chicago
• 2,314 people
‘like’ National Kitchen
& Bath Association
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

14. Campaign Day - 11/22
KBIS (Kitchen+Bath Show) - Facebook page
• Post on
KBIS Show wall
• Features case study
from KBIS Show,
Chicago
• 1,596 people
‘like’ KBIS
(Kitchen+Bath
Industry Show)
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

15. Campaign Day - 11/22
Google SketchUp - Facebook page
• Post on Google
SketchUp’s wall
• Features case study
from Google 3D
Basecamp, Boulder
• 57,279 people
‘like’ Google
SketchUp
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

16. Twitter
Campaign Day
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

17. Campaign Day - 11/22
Twitter
• 5 Tweets to Mark’s
4,670 Followers
• 8:30am
• 11:30am
• 2:30pm
• 5:50pm
• 8:30pm
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

18. Each Tweet is slightly different
• 8:30am - FIRST LOOK > "Social Media in 3D" my new presentation on @SlideShare
> http://ow.ly/7BtKK > Showcasing #socialmedia w/ #Google @SketchUp
"
• 11:30am - MUST See! > "Social Media in 3D" on @SlideShare > http://ow.ly/7BKEo <
Engaging #Designers & #Architects with #SM #Google @SketchUp & #3D
"
• 3:30pm - Fascinating! > "Social Media in 3D" on @SlideShare > http://ow.ly/7C0NV
Ideas on #SM w/ @google @SketchUp @twitter @facebook @linkedin
"
• 5:30pm - See my new presentation on @slideshare, Social Media in 3D...Mashup of
social+virtual worlds! > http://ow.ly/7Cf09 #SM #design #google
"
• 7:30pm - Wow! Cool presentation > 'Social Media in 3D' on @SlideShare > http://
ow.ly/7Cgp2 Ideas on #SM w/ #Google #SketchUp #Twitter #Facebook
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

19. Google+
Campaign Day
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

20. Campaign Day - 11/22
Mark Johnson FAIA - Google+ Profile
• Post on Mark’s
Google+ page
• Mark is in 203
Google+ Circles
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

21. Campaign Day - 11/22
Mark Johnson FAIA - Google+ Stream
• Example of a
Google+ stream
• Streams can be
narrowed by
selecting a circle
• My post is visible in
any circle in which
I’m a member
(203 Circles)
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

22. Linkedin
Campaign Day
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

23. Day Two - 11/21
Mark Johnson FAIA - Linkedin Profile
• Mark’s Twitter stream
is embedded on
Linkedin profile page.
• The five tweets
appeared on this
Twitter feed during
the Campaign Day
• 856 Linkedin
Connections
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

24. Post-
Campaign
Results
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

25. One > Few > Many
Facebook Stats
•
Facebook posts x Friends = potential views
•
1 FB Post
•
6
>
382 Personal ‘Pro’ Friends
FB Professional Brand sites >
Copyright ©
2012 Mark Robert Johnson FAIA
129,400 Friends
MARKITECT
Mark Johnson FAIA|AIBD|CKD

26. One > Few > Many
Twitter Stats
•
Twitter followers x tweets = potential views
•
5 Tweets
>
•
2 RTs
5,500 Impressions
>
Copyright ©
2012 Mark Robert Johnson FAIA
23,350 Impressions
MARKITECT
Mark Johnson FAIA|AIBD|CKD

27. One > Few > Many
Google+ and Linkedin Stats
•
•
•
•
Google ‘circles’ x members = potential views
1 Google+
post =
203 in Circles
Linkedin updates x connections = potential views
5 Linkedin updates = 4,280 Impressions
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

28. One > Few > Many
SlideShare Stats
•
SlideShare followers x uploads = potential views
• Plus a vast community of 55,000,000 visitors per month
•
1 Presentation
Copyright ©
2012 Mark Robert Johnson FAIA
>
2 Posts
>
238 views
MARKITECT
Mark Johnson FAIA|AIBD|CKD

29. "
e-Learning Views of Presentation each Day
• Combining ‘potential reach’ from all social media:
42
"
163,000
Impressions
153
43
238
Copyright ©
2012 Mark Robert Johnson FAIA
Pre-Campaign views
Campaign Day (24 hrs)
Post-Campaign (24 hrs)
Total Views in 48 hours
MARKITECT
Mark Johnson FAIA|AIBD|CKD

30. HootSuite - Social Media Dashboard for Teams using Twitter, Facebook, Linkedin
11/23/11 5:53 PM
Ow.ly Aggregated Stats for Twitter @MarkJohnsonFAIA
e-Learning Views from Social Media Sources
Summary Stats
HootSuite - Social Media Dashboard for Teams using Twitter, Facebook, Linkedin
• 12 views from
only 5 tweets
• 240% ‘click-through
from tweet ratio’
11/23/11 5:53 PM
Ow.ly Aggregated Stats for Twitter @MarkJohnsonFAIA
Summary Stats
Clicks by Region
Top Referrers
Clicks by Region
Top Referrers
• 68% of views
from U.S
• See referring sites
in bar graph on right
Region
Clicks
Referrer
Referrals
United States
66.7% (10)
Direct Click
6
European Union
6.7% (1)
hootsuite.com
6
Canada
6.7% (1)
twitter.com
2
United Kingdom
6.7% (1)
facebook.com
1
Bahamas
6.7% (1)
Others
6.7% (1)
Most Popular Links
Region
United States
Copyright ©
2012 Mark Robert Johnson FAIA
Clicks
Referrer
Referrals
66.7% (10)
Direct Click
6
hootsuite.com
6
European Union
6.7% (1)
http://hootsuite.com/analytics/view?presetId=1&displayType=PRINT…-+Nov+23%2C+2011&searchTerms%5BsocialNetworkIds%5D%5B%5D=1211118
Canada
6.7% (1)
United Kingdom
6.7% (1)
twitter.com
2
facebook.com
1
MARKITECT
Page 1 of 2
Mark Johnson FAIA|AIBD|CKD

31. e-Learning Views of Presentation by Source
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

32. "
Summary Take-aways
• SlideShare community generated most views
• Other social media sites less busy before holidays
• Leverage several Social Media sites simultaneously
to insure a successful Campaign
• Success - The e-Learning presentation was
viewed once every ten minutes on Campaign Day!
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
Copyright ©
2011 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD

35. Best Education and Learning Project
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
24 Hour
Social Media
Campaign
Mark Johnson FAIA | CKD | AIBD
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD