Mais conteúdo relacionado Mais de MARKITECT.me (17) Social Media Marketing for the AEC Industry1. Best B2B PR/Marketing Campaign
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
Social Media
Marketing
for the AEC Industry
Formica Group booth at KBIS 2012 - Chicago
Formica Group
"
Mark Johnson FAIA | CKD | AIBD
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
2. MARKITECT.me
Introduction
Best AEC PR/Marketing Campaign
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
• This presentation shares a pioneering social media marketing
project for Formica Group, a global brand in the AEC Industry.
"
• It is featured in Business to Business Marketing Management: A
Global Perspective, a college textbook by Jim Blythe and Alan
Zimmerman.
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• It was my pleasure to collaborate with Formica
Group and Vehr Communications on this
ground-breaking project.
Copyright ©
2012 Mark Robert Johnson FAIA
Homention.com - The word “retro”
signifies looking backward
MARKITECT
Mark Johnson FAIA|AIBD|CKD
3. Formica Group
Marketing Case Study - Background
• Formica Corporation’s legacy dates back to the invention
of ‘Formica®’ in 1913. By the 1950s, its decorative laminates were
used for the kitchen and bathroom countertops in one out of
three new American homes.
"
• In the same decade Formica® Brand-topped
dining tables with chrome legs became an icon
of mid-century American furniture design.
Vintage advertisement - Formica®
topped dining table with chrome trim
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
4. Formica Group
Marketing Case Study - Background
• The second half of the 1900s presented greater challenges
to Formica Corporation.
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• Competing decorative laminate manufacturers, changing
consumer preferences for upscale tile and stone countertops,
the product’s lifecycle maturity and its perception
as a commodity, all challenged its market leadership.
Formica® Girl - 1960’s
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
5. Formica Group
Marketing Case Study - The Breakthrough
• In 2012, Formica Group introduced IdealEdge™, decorative
laminate edges suitable for curved, clipped or 90-degree corner
installations.
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• IdealEdge™ profiles
transcend the customary
limitations of laminate by
eliminating flat edges
and brown seams.
Dolce Vita 180fx® with IdealEdge™ - Bullnose Profile
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
6. Formica Group
Marketing Case Study - Opportunities?
• The rise of B2B social media marketing coincided with Formica
Group’s introduction of these new products and achievements.
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• The company’s marketing team speculated
if its product launch, in conjunction with its
new eChip™ app for the iPad, could be
optimized using social media marketing
at North American trade shows and events.
Formica® eChip™ app for the iPad
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
7. Formica Group
Social Media - Marketing Goals
1. Promote new product launch at two major trade shows
2. Increase online visits to website
3. Drive trade show booth traffic
4. Share iPad app launch
5. Encourage bloggers and trade
press to share the message
6. Reach audience beyond
the trade show floor
Formica Group booth at International Builders’ Show 2012 (IBS) - Orlando
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
8. Formica Group
Marketing Case Study - Key Questions
1. What were the possible risks attached to using a new marketing
medium (social media) at a time when the company was also
launching a new product?
2. What combination of social media networks should Formica
Group use?
3. How could Formica Group integrate its marketing campaign and
events by cross-promoting on multiple social media networks to
optimize ROI?
4. How might Formica Group reach out to the designer and builder
bloggers to leverage their influence?
MARKITECT
Copyright ©
2012 Mark Robert Johnson FAIA
Mark Johnson FAIA|AIBD|CKD
9. Formica Group
Marketing Case Study - Key Questions
5. How can Formica Group use social media to create a ‘content
marketing’ message about their sustainable products and
leverage the Cool Energy House at the International Builders’
Show?
6. Online design tools like apps, software and
3D product models are a way that building product
manufacturers differentiate themselves from competitors and
create brand loyalty within the design community. How can
Formica Group leverage its investment in this technology with
designers and product specifiers?
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
10. Integrated Social Media Marketing Strategy
Live Events
Flickr
Show Homes
Twitter Chat
Integrate SoMe with
Pinterest
Website / Blog
Facebook
Google+
Paper.li
Designer Tools
Twitter
Amplifies all networks to drive click-throughs and views
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
11. Social Media - Marketing Tactics
• Execute an integrated strategy to leverage social media networks
• Coordinate LIVE social media events at two major trade shows
with Formica Group
• Reach out to engage
designer/bloggers
• Incorporate show home
product placement
• Promote designer tools for
‘after the show’ value
Copyright ©
2012 Mark Robert Johnson FAIA
TweetUp organized by MARKITECT.me and Formica Group -
Formica Booth at KBIS 2012 - Chicago
MARKITECT
Mark Johnson FAIA|AIBD|CKD
12. Why Use Multiple Social Media Networks?
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Each network provides a unique perspective…and
I’m working on a #Project
Twitter
Facebook
I ‘like’ my project ... I invite you to ‘like’ it
Google+
My Circle of Friends do projects, too
Visual Media and" Curated Content
Flickr
Here’s a picture of one of my projects
Pinterest
Here’s a collection of my projects
Paper.li
You can read about more projects here
3DWarehouse
Here’s a model of my project
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
13. Networks Differ in Audience/Engagement
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Communication and Engagement
Spontaneous updates, disperse like vapor
Twitter
Facebook
Updates + pictures on Timeline … lasting
Google+
Posts within smaller Circles of Friends
Visual Media and Curated Content
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Flickr
Pictures and short video - Pro and amateur
Pinterest
Collections - Huge for interior designers
Paper.li
News - Curated from others’ tweets
3DWarehouse
3D models - Designs and build-out Google Earth
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
14. Social Media Case Study Categories
Live Events
Flickr
Show Homes
Twitter Chat
Integrate SoMe with
Pinterest
Website / Blog
Facebook
Google+
Paper.li
Designer Tools
Twitter
Amplifies all networks to drive click-throughs and views
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
15. Formica Group
Social Media Campaign
Communication
and Engagement
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
16. #kbtribechat
Twitter Chat - Weekly Online ‘Focus Group’
The entire Twitter conversation is documented - An ‘online focus group’
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
17. #kbtribechat
Twitter Chat Leveraged for Pre-show Buzz
• #kbtribechat
conversations create
‘buzz’ in the online
design community
• 55 Kitchen & Bath
professionals attended
from across the U.S.
• 564 tweets including
the show home with
Formica® Brand products
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
18. Formica Group
Facebook - 3D Kitchen Model with 180fx
Cross-promoting Formica® products and design tools from the
Trimble 3D Warehouse powered by Google to Facebook
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
19. Formica Group
Facebook - 3D Kitchen Plans with 180fx
Facebook as a social media showcase for sharing
Formica Group’s SketchUp and Product Connect design tools
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
20. MARKITECT.me
Facebook: Leveraging Architects
• Engaging with AIA
Architects and AIBD
Building Designers
to promote Formica
Group’s design tools
• 3D models in SketchUp
at 3D Warehouse
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
21. SketchUp
Facebook: Leveraging SketchUp’s Followers
• 81,000 SketchUp ‘Likes’
on Facebook
• SketchUp created
a spike in Formica®
180fx® product views
and downloads at the
3D Warehouse with this
post on Facebook
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
22. MARKITECT.me
Google+ to Engage Architects & Designers
• Tapping ‘Circles’ at
Google+ to engage with
designers and architects
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
23. Formica Group
Social Media Campaign
Visual Media and
Curated Content
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
24. MARKITECT.me
Flickr - Photo Sharing Community
Flickr was leveraged to promote Formica Group’s product sponsorship during IBS Show
across social media networks including Twitter and Facebook
MARKITECT
Copyright ©
2012 Mark Robert Johnson FAIA
Mark Johnson FAIA|AIBD|CKD
25. MARKITECT.me
Pinterest - IBS Show Pinboard for
®
Formica
Pinterest used to create a ‘visual collection’ of all the Formica® events at IBS Show
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
26. #kbtribechat
Paper.li e-Newspaper Top Story
• 180fx® featured as
the top story in
#kbtribechat’s daily
e-Newspaper
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
27. Formica Group
Social Media Campaign
Live Events - Bloggers
and Tweetups
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
28. Formica Group
Live Events Using Social Media
• International Builders’ Show - IBS 2012
1. TweetUp and Booth Tour in Formica® Booth
2. Reporting/Broadcasting in Formica® Booth and VIP Events
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• Kitchen & Bath Industry Show - KBIS 2012
3. Designer/Blogger Dinner in Chicago
4. TweetUp and Booth Tour in Formica® booth
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
29. 1. TweetUp at IBS Show
Product Sharing via Twitter
• Designers, builders, architects
and bloggers attended a
TweetUp to see Formica
Group’s exciting new products
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• They toured while broadcasting
what they learned to thousands
of followers via Twitter!
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
30. 1. TweetUp + Booth Tour at IBS Show
Sharing from Flickr to Facebook and Twitter
Photo sharing from Formica Group’s IBS booth provided a ‘rich media’ solution for
marketing new products to a much larger audience beyond the in-booth TweetUp
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
31. 1. TweetUp at IBS Show
Blog by Builder after IBS Booth Tour
• Jeremy Parcels AKBD,
a builder and remodeler
in Florida, wrote about
IdealEdgeTM in his blog
after attending the
TweetUp
• He ‘tweeted’ about
Formica Group’s
new products to the
1,000+ Twitter followers
of his company,
@rjmcontractors
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
32. 2. Reporting/Broadcasting at IBS Show
Live Interviews
• Twitter leveraged to cross-
promote interviews, draw booth
attendees, and create a multimedia event at IBS
• ‘At Home with Gary Sullivan’
interviewing Mark Johnson about
Formica Group’s sponsorship of the
Cool Energy House
• The stars of Extreme Makeover
Home Edition interviewed on
‘MyFixitUpLife’ radio show
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
33. 3. Designer/Blogger Dinner KBIS Show
Reaching Industry Influencers
• Networking to inform, educate and inspire
about new products
• Presentation of Formica Group’s history and
design leadership
• Demonstration of eChipTM app for iPad
• Invitation to attend a booth tour and
TweetUp at KBIS Show
Designer Blogger dinner by Formica Group and
MARKITECT.me at KBIS 2012 - Chicago
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
34. 3. Designer/Blogger Dinner KBIS Show
Reaching Industry Influencers
• Engagement with leading designers, bloggers and architects
• Leaders in social media with more than 100,000 followers
on Twitter, Facebook, Pinterest and Google+
• An opportunity to reach
their followers with
Formica® news and
product introductions
Designer/blogger dinner by Formica Group and MARKITECT.me
KBIS 2012 - Chicago
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
35. 3. Designer/Blogger Dinner KBIS Show
Blog by Industry Writer after KBIS Outreach
• Kathy Sanders, author
of Live The Fine Life,
wrote about 180fx®
and IdealEdgeTM after
attending Formica
Group’s designer/
blogger dinner and
program at KBIS Show
• Kathy ‘tweets’ her
product discoveries to
more than 3,000
Twitter followers
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
36. 4. TweetUp at KBIS Show
Industry Leaders Talking Formica via Twitter
"
"
• Tweet by @Tbabij
(Terry Babij)
• Social Media Strategist and K&B
Hardware Expert
• 1,450 Twitter Followers
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
37. 4. TweetUp at KBIS Show
Industry Leaders Talking Formica via Twitter
"
"
• ‘Retweet’ by @Talv58
(Todd Vendituoli)
• Residential Builder
• Building and Construction Blogger
(thebuildingblox.com)
• 3,000+ Twitter Followers
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
38. 4. TweetUp at KBIS Show
Industry Leaders Talking Formica via Twitter
"
"
• ‘Retweet’ by @KimSweetEditor
(Kimberly Sweet)
• Content Creator & Strategist, Social
Media Analyst
• 200 Twitter Followers
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
39. 4. TweetUp at KBIS Show
Industry Leaders Talking Formica via Twitter
"
"
• Tweet by Mark Johnson
@MarkJohnsonFAIA
@MarkJohnsonCKD
• Architect and Designer
• 8,700+ Twitter Followers
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
40. 4. TweetUp at KBIS Show
Key Influencers Engaging with
®
Formica
‘Top Contributers’ to Formica® TweetUp at KBIS Show, and examples from tweet
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
41. 4. TweetUp at KBIS Show
Measuring TweetUp Social Media Reach
Avg 1,700 impressions per Tweet
Potential Reach - 50 tweets during the one hour Formica® TweetUp: More than 87,800
impressions generated to 27,500 unique Twitter users
MARKITECT
Copyright ©
2012 Mark Robert Johnson FAIA
Mark Johnson FAIA|AIBD|CKD
42. Formica Group
Social Media Campaign
Show Home -
Cool Energy House
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
43. Show Home at IBS Show
Sharing ‘Green’ Products with Social Media
• The Cool Energy House
provided a showcase for
Formica Group’s new e Series
Solid Surface line of
sustainable products and FSC®
certified laminates
• The company’s ‘SHARE THE
LOVE’ Blog, Twitter and Pinterest
were used to broadcast the
message
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
44. Show Home at IBS Show
Leveraging
®
Formica
Blog via Social Media
Formica® SHARE THE LOVE Blog about e Series and FSC® certified laminates
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
45. Show Home at IBS Show
Design Leaders Sharing Blog and e Series
"
"
• Retweet by @Modenus
(Veronica Miller)
• CEO of Modenus.com
• 11,200+ Twitter Followers
• She Points Followers to
Formica® Blog and Pinterest
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
46. Show Home at IBS Show
Pinterest with e Series and
®
FSC
laminates
Pinterest board with Formica® products used in the COOL ENERGY HOUSE at IBS
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
47. Show Home at IBS Show
BUILDER TV Coverage of
®
Formica
e Series
• The Cool Energy House
sponsorship resulted in BUILDER
TV covering Formica Group’s
sustainable products
"
• At right: Interview with Pat Gaylor,
interior designer for Cool Energy
House, talking about Formica®
e Series product attributes
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
48. Formica Group
Social Media Campaign
Designer Tools - eChip App,
SketchUp + 3D Warehouse
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
49. Designer Tools for iPad
eChipTM app
• eChipTM app shared in Formica®
booth tours and TweetUps
• Below: eChipTM demo during
designer/blogger dinner at
KBIS Show
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
50. Designer Tools SketchUp and 3D Warehouse
®
Formica
Product Models at 3D Warehouse
• Formica Group’s
product lineup
"
available for:
Designers
• Designers
•
• Architects
• Architects
• Builders
• Builders
• Remodelers
• ersConsumers
•
• Free download
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
51. Designer Tools SketchUp and 3D Warehouse
Video Tutorial - Using
®
Formica
3D Models
• Formica® models at
Trimble 3D Warehouse powered
by Google
• Where to find
• How to download
• Demo on designing
• Instructions on using specification
tools with
the Product Connect
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
52. Designer Tools SketchUp and 3D Warehouse
Sharing
®
Formica
3D Models via Twitter
"
"
• Igloo Studios Blog: Examples of
180fx® in 3D kitchen designs
• Video tutorial on how to download,
design and specify with Formica
Group’s3D product models
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
53. Designer Tools SketchUp and 3D Warehouse
Tweeting
® 3D
Formica
Catalogs
"
"
• Tweet by @IglooStudios
• 700+ Twitter Followers
• Connects Followers to the
Entire Formica® Catalog
of 3D Models
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
55. Formica Group
Summary Accomplishments
• Successfully devised and executed an integrated B2B social media
marketing plan in Q1 and Q2 - 2012
• Social media proved instrumental to driving awareness and traffic
for new product launch at major trade shows
• Bloggers and press shared the message to reach
a larger social media audience
• New tools delighted designers and architects
(iPad app and 3D product models)
Vintage Formica® Metal Sign
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD
56. 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
57. 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
58. Best B2B PR/Marketing Campaign
B2B Social Media Marketing in the
Architecture Engineering Construction Industry
Social Media
Marketing
for the AEC Industry
Formica Group booth at KBIS 2012 - Chicago
Formica Group
"
Mark Johnson FAIA | CKD | AIBD
Copyright ©
2012 Mark Robert Johnson FAIA
MARKITECT
Mark Johnson FAIA|AIBD|CKD