B2B Social Media Marketing in AEC Industry

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

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
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MARKITECT 

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

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MARKITECT 

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!

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MARKITECT 

What’s the Diﬀerence in Social Networks?
Twitter

I’m working on a #Project

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

SlideShare
See a presentation about my projects

Google+

My Circle of Friends do projects too

Paper.li

You can read about our projects here

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MARKITECT 

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  

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Resume + professional updates 

MARKITECT 

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

Paper.li

News - curated from other’s Tweets

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MARKITECT 

Be Everywhere at Once in Social Network
LinkedIn
Facebook

YouTube
Integrate SM with

Pinterest

Website / Blog

Flickr
SlideShare

Copyright ©

Google+
Paper.li

Google Earth +

3D Warehouse

MARKITECT 

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
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MARKITECT 

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!
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MARKITECT 

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
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MARKITECT 

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
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MARKITECT 

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
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MARKITECT 

To Twitter and Beyond 

Blogging with Brands
• Guest blog for

KOHLER

• They saw my

tweets from
Greenbuild
Show and
reached out!

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MARKITECT 

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
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MARKITECT 

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

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MARKITECT 

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
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MARKITECT 

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

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MARKITECT 

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
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MARKITECT 

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
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MARKITECT 

Promoting Brands at Paper.li
• Publisher of 30  

e-newspapers
per day

• News stories

including 
collaborations
with brands, in
return for their
good will

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MARKITECT 

YouTube, Google Earth + Ann Arbor
• Videos and

Screencasts
at YouTube

• Embedded

content from
Google Earth

• Note the new 

YouTube 
Channel  
splash page 
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MARKITECT 

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
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MARKITECT 

Tying it all together with a Brand
• Formica Group’s

IBS blog
promoted
collaborations
with 
MARKITECT

• Radio interview

in their booth

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MARKITECT 

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 ©

MARKITECT 

B2B Social Media Marketing in AEC Industry

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