This presentation documents a social media Twitter campaign to promote a LIVE Twitter Chat. The study provides tips for conducting your own Twitter Pre-Chat, Chat Day and Post-Chat Campaign.
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Twitter Chat for e-Learning
1. Best Education and Learning Project â¨
B2B Social Media Marketing in the â¨
Architecture Engineering Construction Industry
kbtribe
â¨
Twitter Chatâ¨
for e-Learning
"
Mark Johnson FAIA | CKD | AIBD
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
2. Change is the
only Constant
Best Education and Learning Project â¨
B2B Social Media Marketing in the â¨
Architecture Engineering Construction Industry
"
âSocial Media and the Web present anâ¨
unsteady landscape tied directly to theâ¨
popularity, trendiness and momentum â¨
of any given network at any given moment
in timeââ¨
â¨
Brian Solis - Author of âEngageâ
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
3. Project Brief
⢠Guest host #kbtribechat, a weekly Twitter chat
⢠Challenge - Share a technical subject and make it â¨
fun, memorable and compelling for designers to eLearn
⢠Develop, Execute and Measure - 7 day social media
campaign to promote e-Learning at #kbtribechat
⢠Topic - âiPad+Apps for Designersâ
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
4. Highlights: Pre-Chat + Chat Day (3 days)
⢠90,000 individuals reached on Twitter â¨
(unique followers)
⢠1,165,000 Impressions â¨
(tweets x followers)
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
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 â¨
âfocus groupâ of design professionals
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
6. Highlights: Pre-Chat + Chat Day (3 days)
⢠653 tweets in 3 days
⢠328 viewed âiPad+Apps for Designersâ for e-Learning
⢠50% âclick-through from tweet ratioâ....astounding!
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
7. Highlights: Post-Chat (4 Days)
⢠âiPad+Apps for Designersâ chosen by â¨
SlideShare.com to feature on their homepage
⢠e-Learning presention went âniche viralâ averagingâ¨
1 view every 3 minutes for 48 hours!
⢠1,400 views of âiPad+Appsâ during 7 day campaign!
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
8. Goals: e-Learning + Social Media Campaign
⢠Help attendees adopt aďŹordable new technology â¨
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 asâ¨
new medium for e-Learning and social media
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
9. Anticipated Results
⢠Designers improve business practices with iPad + Apps
⢠Design ďŹrms discovers productivity gains â¨
leading to increased proďŹtability
⢠Product makers and App developers beneďŹt by
engaging and listening to designers at a LIVE Twitter
chat
⢠Twitter chat becomes an industry e-Learning tool
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
10. Topic - iPad as Business Tool for Designers
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
11. Topic - Apps for Project Design & Selling
⢠Initial Customer Meeting
⢠Working with Customer
⢠Creating the Design
⢠Presenting the Design
⢠Closing the Sale
⢠Installation
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
12. Chat Organizer
#kbtribechat
kbtribe
⢠Twitter Chat every Wednesday for â¨
Kitchen & Bath Industry professionals
⢠A diďŹerent trade topic every week â¨
from 2-3pm EST
⢠Contact: kbtribechat@gmail.com
Twitter:Â @kbtribechat
Blog: kbtribe.wordpress.com
Facebook: kbtribe
"
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
13. Tactics: e-Learning + Social Media Campaign
⢠Begin by engaging social media Twitter followersâ¨
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 Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
14. Tactics: e-Learning + Social Media Campaign
⢠Combine social media and online presentation to
create â¨
new medium: Twitter Chat + Multimedia e-Learning
⢠Support campaign for a full week,â¨
before, during and after LIVE chat to:
⢠Engage visual learners (designers)
⢠Create an ongoing learning resource to educate â¨
âdesign inďŹuencersâ, their followers and clients
⢠Elevate the participating brands during the LIVE chat to â¨
optimize social media investment for âbrand-buildingâ
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
15. Six Sites selected to Promote the Campaign
â˘
â˘
Facebook
â˘
kbtribechat.com blog
â˘
SlideShare.com
â˘
Paper.li e-newspapers
â˘
kbtribe
Twitter
Linkedin.com
Copyright Š
 2012 Mark Robert Johnson FAIA
kbtribechat
kbtribe
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
16. Five Sites selected to Measure the Campaign
â˘
Ow.ly links attached to Tweets
â˘
CurateDE.com
TweetReach.com
â˘
kbtribechat.com analytics
â˘
SlideShare.com
kbtribe
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
17. Two Sites selected to Manage the Campaign
â˘
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
â˘
Twitterfall.com on iPad -
⢠Secondary dashboard during LIVE chat
⢠Shorten tweet response time to/from attendees with preloaded
hashtags to optimize engagement
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
19. Pre-Chat Campaign Summary
⢠Monday-Tuesday (prior to Wed LIVE chat)
â˘
SlideShare.com - e-Learning presentation posted
â˘
kbtribechat.com - Presentation embedded on blog
site
â˘
Twitter - 116 tweets using #kbtribechat hashtag
kbtribe
â˘
â˘
Facebook posts - kbtribechat + Mark JohnsonArchitect
Linkedin - 75 updates on Mark Johnson FAIA proďŹle
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
20. 50 Slide presentation posted at SlideShare
â¨
âiPad+Apps for Designersââ¨
Mark Johnson FAIA page at SlideShare.com
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
21. kbtribe Blog Site
â˘
kbtribe
Blog post with â¨
iPad+Apps
presentation
embedded
⢠e-Learning directly on
kbtribe blog site
kbtribe Blog Site promoting iPad+Apps Twitter chat with Mark Johnson FAIA
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
22. Example of Pre-Chat Twitter Engagementâ¨
3 Tweets = 10,000 Impressions
Retweet thanksâ¨
Tweet + Retweetâ¨
Tweet by @MarkJohnsonFAIA with link to iPad+Apps presentation + Retweet by @ClarityK + Retweet thanks (RThx!) by @MarkJohnsonFAIA = 10,000 Impressions
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
23. Ow.ly for Measuring the Campaign
â˘
Ow.ly links to tweets (content marketing)
⢠What does Ow.ly measure and report?
⢠Number of Click-throughs - Views of âiPad+Apps for Designersâ
⢠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 Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
24. Ow.ly - Click-through Stats from Campaign
87
Pre-Chat, 89 â¨
Chat Day, 82 â¨
82
2
Post-Chat, 48â¨
21
16
2
9
HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
25. 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% âclick-through from tweetâ ratio!
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
26. Ow.ly - Click-Throughs by Country + Source
HootSuite Ow.ly report - â¨
@MarkJohnson click-throughs from Oct 30 - Nov 6, 2011
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
27. Engaging with iPad App Developers
HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
28. Engaging with Design + Media InďŹuencers
HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
29. Facebook - Broadcasting on âPro Pageâ Wall
Mark Johnson-Architect page on Facebook
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
30. Facebook - Product Makers broadcasting
Blanco America page on Facebook
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
31. Facebook - Engaging in Conversations
Mark Johnson-Architect page on Facebook
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
32. Facebook - Posts at iPad App developer sites
Adobe Ideas page on Facebook
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
33. Broadcasting to
Linkedin Connections
⢠@MarkJohnsonFAIA
tweets included on
Linkedin as updatesâ¨
to âMarkâs Activityâ
⢠Potential reach ofâ¨
845 professional
connections
Mark Johnson FAIA page on Linkedin
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
35. Chat Day Campaign Summary
⢠Wednesday LIVE chat
â˘
Twitter - 537 tweets using #kbtribechat hashtag
⢠348,000 Impressions from @MarkJohnsonFAIA (77 tweets)
â˘
Linkekin - 77 updates to Mark Johnson FAIA proďŹle
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
36. HootSuite Dashboard - #kbtribechat LIVE Chatâ¨
Q&A, Education, Sharing, Friendships
Questionâ¨
Answerâ¨
Friendshipâ¨
Sharingâ¨
Educationâ¨
HootSuite dashboard during LIVE #kbtribechat on November 2, 2011. âSent Tweetsâ stream for Mark Johnson FAIA (guest host), and #kbribechat stream of attendees.
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
37. Twitterfall Dashboard - #kbtribechat LIVE Chatâ¨
Stream for #kbtribechat
Educationâ¨
Friendshipâ¨
Q&Aâ¨
Twitterfall dashboard during LIVE #kbtribechat on November 2, 2011. Twitter stream of #kbribechat attendees.
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
38. 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 Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
39. TweetReach stats from Pre-Chat + Chat Day
How many times
users saw tweets
about this topic.
Total number of users â¨
reached by tweets
Who spread the â¨
word the most?
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
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 Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
42. Post-Chat Campaign Summary (4 more days)
⢠âSecond Waveâ - 59 additional tweets
â˘
SlideShare (19) - iPad+Apps featured on Homepage
â˘
Twitter (17) - âMentionsâ w/out links
â˘
CurateDE (12) - Transcript of entire chat
TweetReach (11) - Chat Metrics
â˘
Published in Paper.li e-newspapers
â˘
Facebook posts - kbtribechat + Mark Johnson-Architect
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
43. Selected by SlideShare editors for homepage
Email from SlideShare on Friday, Nov 4, 2011, 6pm ET.
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
44. âiPad+Appsâ as featured on SlideShare.com
Featured presentations on SlideShare.com homepage, weekend of Nov. 5-6, 2011.
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
45. â¨
Twitter chat âFocus Groupâ Summary
#kbtribechat Transcript
CurateDE website - Kitchen & Bath Chat transcript for âiPad+Tablet Apps for Kitchen & Bath Prosâ
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
46. â¨
50 Industry Pros to Follow or Engage
#kbtribechat Transcript
CurateDE website - Kitchen & Bath Chat transcript for âiPad+Tablet Apps for Kitchen & Bath Prosâ
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
47. â¨
Designers Digest e-Newspaper
Lead Story
#Designers Digest - A daily electronic e-Newspaper published by MarkJohnsonFAIA
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
48. Facebook Follow Up
⢠Post-Chat FB posts
⢠âiPad+Appsâ viewed by
more than 1,000
people after LIVE
#kbtribe chat
Facebook post with link to kbtribe Blog
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
49. Facebook Follow Up
⢠âiPad+Appsâ
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 Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
50. e-Learning + Social Media Campaign Results (One week)
iPad+Apps for Designers - 1,400 Views (1,394)
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
51. The Power of Social Media
One > Few > Many
â˘
1 Chat
â˘
5 Ques.
â˘
1 Presentation
>
>
50 Industry Pros
653 tweets
Copyright Š
 2012 Mark Robert Johnson FAIA
>
>
2 Posts
>
90,000 Reached
1,165,000 Impressons
>
1,400 views
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
52. Campaign Surprises
⢠Results are repeatable, â¨
apart from LIVE chat
⢠e-Learning easily viewed â¨
on mobile devices
⢠Industry interest and â¨
additional promotion
⢠Other sites embedding â¨
âiPad+Appsâ for e-Learning
⢠Opportunity to take â¨
content to online video
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
53. e-Learning + Social Media Campaign Results (Three weeks)
iPad+Apps for Designers - Over 2,000 Views
Discovery:
Results are repeatable! â¨
6 Tweets = 306 Viewsâ¨
two weeks later
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
54. Post-Chat Opportunities + Interest
Industry Interestâ¨
More opportunitiesâ¨
HootSuite dashboard after LIVE #kbtribechat on November 3, 2011. âSent Tweetsâ stream for Mark Johnson FAIA (guest host), and #kbribechat stream of attendees.
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
55. SlideShare Engagement
Comments + Favâs
⢠Opportunity to engage
on SlideShare
⢠âiPad+Appsâ Newsfeed
from SlideShare
â˘
e
â˘
e
e
e
e
e
Shared
Commented
⢠Favorited
e
e
e
Mark Johnson FAIA Newsfeed at SlideShare.com
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
56. Selected Comments
Iâm 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 Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
57. You Canât Just Write a Check
âEach social network cultivates its own
culture. We have to get our hands dirty. â¨
Thereâs just no way around it.
Immersion equals â¨
incontestable experience, â¨
perspectives and knowledge.ââ¨
â¨
Brian Solis - Author of âEngageâ
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
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 Š 2013 All Rights Reserved
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
59. 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 â¨
Marketing in the
Architecture
Engineeringâ¨
Construction â¨
Industry
"
⢠Named âTop 100 Design Tweeterâ by DesignCrave
⢠11,500+ Twitter followers
⢠60,000+ Tweets
⢠25+ daily e-Newspapers
Copyright Š 2013 All Rights Reserved
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD
60. Best Education and Learning Project â¨
B2B Social Media Marketing in the â¨
Architecture Engineering Construction Industry
kbtribe
â¨
Twitter Chatâ¨
for e-Learning
"
Mark Johnson FAIA | CKD | AIBD
Copyright Š
 2012 Mark Robert Johnson FAIA
MARKITECTâ¨
Mark Johnson FAIA|AIBD|CKD