Social Media Marketing for the AEC Industry

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

MARKITECT 
Mark Johnson FAIA|AIBD|CKD

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.
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• 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.
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Homention.com - The word “retro”
signiﬁes looking backward

MARKITECT 

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.
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• 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
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MARKITECT 

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

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MARKITECT 

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

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MARKITECT 

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

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MARKITECT 

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

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MARKITECT 

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 
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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?
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MARKITECT 

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
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MARKITECT 

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
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TweetUp organized by MARKITECT.me and Formica Group - 
Formica Booth at KBIS 2012 - Chicago

MARKITECT 

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

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MARKITECT 

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

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MARKITECT 

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
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MARKITECT 

Formica Group

Social Media Campaign

Communication  
and Engagement 

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MARKITECT 

#kbtribechat 

Twitter Chat - Weekly Online ‘Focus Group’

The entire Twitter conversation is documented - An ‘online focus group’
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MARKITECT 

#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

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MARKITECT 

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

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MARKITECT 

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
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MARKITECT 

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

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MARKITECT 

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

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MARKITECT 

MARKITECT.me

Google+ to Engage Architects & Designers
• Tapping ‘Circles’ at

Google+ to engage with
designers and architects

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MARKITECT 

Formica Group


Visual Media and  
Curated Content

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MARKITECT 

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 
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MARKITECT.me

Pinterest - IBS Show Pinboard for

®
Formica

Pinterest used to create a ‘visual collection’ of all the Formica® events at IBS Show
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MARKITECT 

#kbtribechat 

Paper.li e-Newspaper Top Story
• 180fx® featured as  

the top story in
#kbtribechat’s daily  
e-Newspaper

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MARKITECT 

Formica Group


Live Events - Bloggers  
and Tweetups

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MARKITECT 

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

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MARKITECT 

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!

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MARKITECT 

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
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MARKITECT 

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  
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MARKITECT 

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
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MARKITECT 

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
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MARKITECT 


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
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MARKITECT 


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
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MARKITECT 

4. TweetUp at KBIS Show

Industry Leaders Talking Formica via Twitter
"

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• Tweet by @Tbabij 

(Terry Babij)
• Social Media Strategist and K&B

Hardware Expert
• 1,450 Twitter Followers

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MARKITECT 


"

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• ‘Retweet’ by @Talv58  

(Todd Vendituoli)
• Residential Builder
• Building and Construction Blogger

(thebuildingblox.com)
• 3,000+ Twitter Followers
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MARKITECT 


"

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• ‘Retweet’ by @KimSweetEditor  

(Kimberly Sweet)
• Content Creator & Strategist, Social

Media Analyst
• 200 Twitter Followers

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MARKITECT 


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• Tweet by Mark Johnson

@MarkJohnsonFAIA
@MarkJohnsonCKD
• Architect and Designer

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MARKITECT 


Key Inﬂuencers Engaging with

®
Formica

‘Top Contributers’ to Formica® TweetUp at KBIS Show, and examples from tweet
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MARKITECT 


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 
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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
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MARKITECT 


Leveraging

®
Formica

Blog via Social Media

Formica® SHARE THE LOVE Blog about e Series and FSC® certiﬁed laminates
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MARKITECT 


Design Leaders Sharing Blog and e Series
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• Retweet by @Modenus  

(Veronica Miller)
• CEO of Modenus.com
• She Points Followers to  

Formica® Blog and Pinterest
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MARKITECT 


Pinterest with e Series and

®
FSC

laminates

Pinterest board with Formica® products used in the COOL ENERGY HOUSE at IBS
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MARKITECT 


BUILDER TV Coverage of

®
Formica

e Series

• The Cool Energy House

sponsorship resulted in BUILDER
TV covering Formica Group’s
sustainable products
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• At right: Interview with Pat Gaylor,

interior designer for Cool Energy
House, talking about Formica®  
e Series product attributes
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MARKITECT 

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

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MARKITECT 

Designer Tools SketchUp and 3D Warehouse

®
Formica

Product Models at 3D Warehouse

• Formica Group’s

product lineup
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available for:
Designers
• Designers
•

• Architects

• Architects
• Builders

• Builders

• Remodelers

• ersConsumers
•
• Free download
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MARKITECT 


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  
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MARKITECT 


Sharing

®
Formica

3D Models via Twitter

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• 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

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MARKITECT 


Tweeting

® 3D
Formica

Catalogs

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• Tweet by @IglooStudios
• 700+ Twitter Followers
• Connects Followers to the

Entire Formica® Catalog  
of 3D Models

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MARKITECT 

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

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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

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• Named ‘Top 100 Design Tweeter’ by DesignCrave
• 11,500+ Twitter followers
• 60,000+ Tweets
• 25+ daily e-Newspapers
Copyright © 2013 All Rights Reserved

MARKITECT 

Social Media Marketing for the AEC Industry

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