Twitter Chat for e-Learning

Best Education and Learning Project  
B2B Social Media Marketing in the  
Architecture Engineering Construction Industry

kbtribe

 

Twitter Chat 
for e-Learning
"

Mark Johnson FAIA | CKD | AIBD
Copyright ©
2012 Mark Robert Johnson FAIA

MARKITECT 
Mark Johnson FAIA|AIBD|CKD

Change is the
only Constant

Best Education and Learning Project  
B2B Social Media Marketing in the  
Architecture Engineering Construction Industry

"

“Social Media and the Web present an 
unsteady landscape tied directly to the 
popularity, trendiness and momentum  
of any given network at any given moment
in time” 
 
Brian Solis - Author of ‘Engage’

Copyright ©

MARKITECT 

Project Brief
• Guest host #kbtribechat, a weekly Twitter chat

• Challenge - Share a technical subject and make it  

fun, memorable and compelling for designers to eLearn

• Develop, Execute and Measure - 7 day social media

campaign to promote e-Learning at #kbtribechat

• Topic - ‘iPad+Apps for Designers’

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MARKITECT 

Highlights: Pre-Chat + Chat Day (3 days)
• 90,000 individuals reached on Twitter  

(unique followers)

• 1,165,000 Impressions  

(tweets x followers)

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MARKITECT 

• 50 industry professionals chatting LIVE at #kbtribechat

• Record attendance! (20% increase)

• Even more were listening on the side to this  

‘focus group’ of design professionals

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MARKITECT 

• 653 tweets in 3 days

• 328 viewed ‘iPad+Apps for Designers’ for e-Learning

• 50% ‘click-through from tweet ratio’....astounding!

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MARKITECT 

Highlights: Post-Chat (4 Days)
• ‘iPad+Apps for Designers’ chosen by  

SlideShare.com to feature on their homepage

• e-Learning presention went ‘niche viral’ averaging 

1 view every 3 minutes for 48 hours!

• 1,400 views of ‘iPad+Apps’ during 7 day campaign!

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MARKITECT 

Goals: e-Learning + Social Media Campaign
• Help attendees adopt aﬀordable new technology  

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 as 

new medium for e-Learning and social media

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MARKITECT 

Anticipated Results

• Designers improve business practices with iPad + Apps

• Design firms discovers productivity gains  

leading to increased profitability

• Product makers and App developers benefit by

engaging and listening to designers at a LIVE Twitter
chat

• Twitter chat becomes an industry e-Learning tool

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MARKITECT 

Topic - iPad as Business Tool for Designers

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MARKITECT 

Topic - Apps for Project Design & Selling
• Initial Customer Meeting

• Working with Customer

• Creating the Design

• Presenting the Design

• Closing the Sale

• Installation
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MARKITECT 

Chat Organizer

#kbtribechat

kbtribe

• Twitter Chat every Wednesday for  

Kitchen & Bath Industry professionals

• A diﬀerent trade topic every week  

from 2-3pm EST

• Contact: kbtribechat@gmail.com

Twitter: @kbtribechat

Blog: kbtribe.wordpress.com

Facebook: kbtribe

"

Copyright ©

MARKITECT 

Tactics: e-Learning + Social Media Campaign
• Begin by engaging social media Twitter followers 

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

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MARKITECT 

Tactics: e-Learning + Social Media Campaign
• Combine social media and online presentation to

create  
new medium: Twitter Chat + Multimedia e-Learning

• Support campaign for a full week, 

before, during and after LIVE chat to:

• Engage visual learners (designers)

• Create an ongoing learning resource to educate  

‘design inﬂuencers’, their followers and clients

• Elevate the participating brands during the LIVE chat to  

optimize social media investment for ‘brand-building’

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MARKITECT 

Six Sites selected to Promote the Campaign
•
•

Facebook

•

kbtribechat.com blog

•

SlideShare.com

•

Paper.li e-newspapers

•

kbtribe

Twitter

Linkedin.com

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kbtribechat

kbtribe

MARKITECT 

Five Sites selected to Measure the Campaign
•

Ow.ly links attached to Tweets

•

CurateDE.com

TweetReach.com

•

kbtribechat.com analytics

•

SlideShare.com

kbtribe

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MARKITECT 

Two Sites selected to Manage the Campaign
•

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

•

Twitterfall.com on iPad -

• Secondary dashboard during LIVE chat

• Shorten tweet response time to/from attendees with preloaded

hashtags to optimize engagement

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MARKITECT 

Pre-Chat Campaign

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Pre-Chat Campaign Summary
• Monday-Tuesday (prior to Wed LIVE chat)

•

SlideShare.com - e-Learning presentation posted

•

kbtribechat.com - Presentation embedded on blog
site

•

Twitter - 116 tweets using #kbtribechat hashtag

kbtribe

•
•

Facebook posts - kbtribechat + Mark JohnsonArchitect

Linkedin - 75 updates on Mark Johnson FAIA proﬁle

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MARKITECT 

50 Slide presentation posted at SlideShare

 

‘iPad+Apps for Designers’ 

Mark Johnson FAIA page at SlideShare.com

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MARKITECT 

kbtribe Blog Site
•

kbtribe

Blog post with  
iPad+Apps
presentation
embedded

• e-Learning directly on

kbtribe blog site

kbtribe Blog Site promoting iPad+Apps Twitter chat with Mark Johnson FAIA

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MARKITECT 

Example of Pre-Chat Twitter Engagement 

3 Tweets = 10,000 Impressions

Retweet thanks 
Tweet + Retweet 

Tweet by @MarkJohnsonFAIA with link to iPad+Apps presentation + Retweet by @ClarityK + Retweet thanks (RThx!) by @MarkJohnsonFAIA = 10,000 Impressions

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MARKITECT 

Ow.ly for Measuring the Campaign
•

Ow.ly links to tweets (content marketing)

• What does Ow.ly measure and report?

• Number of Click-throughs - Views of ‘iPad+Apps for Designers’

• 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

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MARKITECT 

Ow.ly - Click-through Stats from Campaign

87
Pre-Chat, 89  

Chat Day, 82  

82

2

Post-Chat, 48 

21

16

2

9

HootSuite Ow.ly report - @MarkJohnson click-throughs from Oct 30 - Nov 6, 2011

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MARKITECT 

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% ‘click-through from tweet’ ratio!

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MARKITECT 

Ow.ly - Click-Throughs by Country + Source

HootSuite Ow.ly report -  
@MarkJohnson click-throughs from Oct 30 - Nov 6, 2011

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MARKITECT 

Engaging with iPad App Developers


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MARKITECT 

Engaging with Design + Media Inﬂuencers


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MARKITECT 

Facebook - Broadcasting on ‘Pro Page’ Wall

Mark Johnson-Architect page on Facebook

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MARKITECT 

Facebook - Product Makers broadcasting

Blanco America page on Facebook

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MARKITECT 

Facebook - Engaging in Conversations

Mark Johnson-Architect page on Facebook

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MARKITECT 

Facebook - Posts at iPad App developer sites

Adobe Ideas page on Facebook

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MARKITECT 

Broadcasting to

Linkedin Connections
• @MarkJohnsonFAIA

tweets included on
Linkedin as updates 
to ‘Mark’s Activity’

• Potential reach of 

845 professional
connections

Mark Johnson FAIA page on Linkedin

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MARKITECT 

Chat Day  
Campaign

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MARKITECT 

Chat Day Campaign Summary
• Wednesday LIVE chat

•

Twitter - 537 tweets using #kbtribechat hashtag

• 348,000 Impressions from @MarkJohnsonFAIA (77 tweets)

•

Linkekin - 77 updates to Mark Johnson FAIA proﬁle

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MARKITECT 

HootSuite Dashboard - #kbtribechat LIVE Chat 

Q&A, Education, Sharing, Friendships

Question 

Answer 

Friendship 

Sharing 

Education 
HootSuite dashboard during LIVE #kbtribechat on November 2, 2011. ‘Sent Tweets’ stream for Mark Johnson FAIA (guest host), and #kbribechat stream of attendees.

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MARKITECT 

Twitterfall Dashboard - #kbtribechat LIVE Chat 

Stream for #kbtribechat

Education 

Friendship 

Q&A 

Twitterfall dashboard during LIVE #kbtribechat on November 2, 2011. Twitter stream of #kbribechat attendees.

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MARKITECT 

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

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MARKITECT 

TweetReach stats from Pre-Chat + Chat Day
How many times
users saw tweets
about this topic.
Total number of users  
reached by tweets

Who spread the  
word the most?

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MARKITECT 

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

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MARKITECT 

Post-Chat  
Campaign

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MARKITECT 

Post-Chat Campaign Summary (4 more days)
• ‘Second Wave’ - 59 additional tweets

•

SlideShare (19) - iPad+Apps featured on Homepage

•

Twitter (17) - ‘Mentions’ w/out links

•

CurateDE (12) - Transcript of entire chat

TweetReach (11) - Chat Metrics

•

Published in Paper.li e-newspapers

•

Facebook posts - kbtribechat + Mark Johnson-Architect

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MARKITECT 

Selected by SlideShare editors for homepage

Email from SlideShare on Friday, Nov 4, 2011, 6pm ET.

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MARKITECT 

‘iPad+Apps’ as featured on SlideShare.com

Featured presentations on SlideShare.com homepage, weekend of Nov. 5-6, 2011.

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MARKITECT 

Twitter chat ‘Focus Group’ Summary
#kbtribechat Transcript

CurateDE website - Kitchen & Bath Chat transcript for ‘iPad+Tablet Apps for Kitchen & Bath Pros’

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MARKITECT 

50 Industry Pros to Follow or Engage
#kbtribechat Transcript

CurateDE website - Kitchen & Bath Chat transcript for ‘iPad+Tablet Apps for Kitchen & Bath Pros’

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MARKITECT 

Designers Digest e-Newspaper
Lead Story

#Designers Digest - A daily electronic e-Newspaper published by MarkJohnsonFAIA

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MARKITECT 

Facebook Follow Up
• Post-Chat FB posts

• ‘iPad+Apps’ viewed by

more than 1,000
people after LIVE
#kbtribe chat

Facebook post with link to kbtribe Blog

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MARKITECT 

Facebook Follow Up
• ‘iPad+Apps’

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

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MARKITECT 

e-Learning + Social Media Campaign Results (One week)

iPad+Apps for Designers - 1,400 Views (1,394)

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MARKITECT 

The Power of Social Media

One > Few > Many
•

1 Chat

•

5 Ques.

•

1 Presentation

>
>

50 Industry Pros
653 tweets

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>

>

2 Posts

>

90,000 Reached

1,165,000 Impressons
>

1,400 views

MARKITECT 

Campaign Surprises
• Results are repeatable,  

apart from LIVE chat

• e-Learning easily viewed  

on mobile devices

• Industry interest and  

additional promotion

• Other sites embedding  

‘iPad+Apps’ for e-Learning

• Opportunity to take  

content to online video
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MARKITECT 

e-Learning + Social Media Campaign Results (Three weeks)

iPad+Apps for Designers - Over 2,000 Views
Discovery:
Results are repeatable!  
6 Tweets = 306 Views 
two weeks later

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MARKITECT 

Post-Chat Opportunities + Interest

Industry Interest 

More opportunities 

HootSuite dashboard after LIVE #kbtribechat on November 3, 2011. ‘Sent Tweets’ stream for Mark Johnson FAIA (guest host), and #kbribechat stream of attendees.

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MARKITECT 

SlideShare Engagement

Comments + Fav’s
• Opportunity to engage

on SlideShare

• ‘iPad+Apps” Newsfeed

from SlideShare

•
e
•
e
e

e
e
e

Shared

Commented

• Favorited

e
e
e
Mark Johnson FAIA Newsfeed at SlideShare.com

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MARKITECT 

Selected Comments
I’m 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 ©

MARKITECT 

You Can’t Just Write a Check
“Each social network cultivates its own
culture. We have to get our hands dirty.  
There’s just no way around it.

Immersion equals  
incontestable experience,  
perspectives and knowledge.” 
 
Brian Solis - Author of ‘Engage’

Copyright ©

MARKITECT 

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 

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 

Twitter Chat for e-Learning

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