SketchUp for Design, Marketing and More

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

SketchUp for
Design, Marketing  
and More
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Mark Johnson
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FAIA | CKD | AIBD

Copyright ©
2013 Mark Robert Johnson FAIA

MARKITECT 
Mark Johnson FAIA|AIBD|CKD

SketchUp for Design, Marketing and More
• Think of SketchUp not as CAD or BIM software.  

It’s really design, marketing and communication
software.

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• If you need to share with clients, design team,

subcontractors, etc…SketchUp Pro and LayOut can
make your day!

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• We’ll take it further and look at ideas  

for marketing with SketchUp!
Copyright ©

MARKITECT 

Market Your Designs at Little or No Cost
• Trimble 3D Warehouse (formerly Google 3D

Warehouse)

• Promote with Twitter to drive views and downloads

• Build a pin board portfolio on Pinterest

• Submit a project to the SketchUp Showcase

• Render your 3D models for superb marketing content

• Feature SketchUp in an infographic resume at re.vu, 

a portfolio at Behance.com, an e-newspaper at
paper.li

• Leveraging Facebook and Google+

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MARKITECT 

Endless Visual Assets - Nick Sonder’s Work

Nick Sonder Architect, shares his design and construction drawing process on the SketchUp
Blog. Let’s look at some highlights. See the video at: www.sketchupdate.blogspot.com
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MARKITECT 

Design  
Drawings 
Design and rendering in SketchUp  
by Nick Sonder, Architect - nicksonder.com 

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MARKITECT 

‘Fog’ in SketchUp = ‘Sfumato’ in Painting

Elevation view, absent of notes and dimensions. The ‘Fog’ setting, is used to create a painterly eﬀect
known as ‘Sfumato.” Colors fade over distance, due to moisture in the air. Fog creates this dramatic eﬀect.
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MARKITECT 

3D Model Virtual Tour

The ‘Orbit’ tool can be used to take clients on a virtual tour of a project, including interiors and exteriors.
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MARKITECT 

Bird’s Eye View Animation

Animations can easily be created in SketchUp. In this animation the roof is peeled away as the camera
moves closer to the house, revealing the layout and design of the interior spaces.
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MARKITECT 

Interior Rendering of Great Room

Exterior renderings in full daylight are easiest. Interiors take more time to set up since the lighting
locations are added before rendering.
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MARKITECT 

Construction  
Drawings 
Construction Drawings in SketchUp LayOut  
by Nick Sonder, Architect - nicksonder.com 

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MARKITECT 

Every drawing derived from SketchUp Model

Nick Sonder does the entire set of construction drawings (CDs) using SketchUp Layout.
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MARKITECT 

Different Look and Feel in LayOut

Example of a full sheet view in SketchUp LayOut.
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MARKITECT 

Floor Plan

The Floor Plan contains typical construction drawing information, yet is highly illustrative with  
ﬂooring and countertop materials, textures and wall shadows.
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MARKITECT 

Elevations

Elevations contain typical construction drawing information, yet can be illustrative as well. Notice how
Rick uses the ‘Fog’ setting in SketchUp to highlight portions of the home that are in the foreground.
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MARKITECT 

Site Plan

The Site Plan is especially easy to read in SketchUp LayOut.  
Notice how Nick includes the Landscape Plan General Notes.
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MARKITECT 

Building Sections

Nick uses the ‘Fog’ setting in the building sections to highlight the walls. The interior elevations appear
in the background and will be scaled up with notes added on another construction drawings page.
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MARKITECT 

Construction Details - Exterior

Construction details are one of the most impressive aspects of LayOut. Perspective views, material
colors and textures, and organized call-outs make the CDs easy to read.
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MARKITECT 

Construction Details - Interior

3D full-color interior details are easy to create and add clarity to the Construction Drawings.  
We see the world in ‘perspective view’ and SketchUp LayOut provides any angle imaginable.
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MARKITECT 

Sharing

258 Views  
in one day

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Marketing, Social Media 
& Communication Ideas
Copyright ©

MARKITECT 

Change is the
only Constant
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“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 

Thoughts on Social Media Marketing
Social media provides a new avenue to share  
designs in SketchUp with anyone in the world

I use the 3D Warehouse as a starting point for sharing
and marketing my work and collaborations

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I can measure the impact of an integrated social media
strategy across Twitter, Pinterest, SlideShare and other
networks

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MARKITECT 

What is the Power of one Tweet?
• 1 Tweet = 4 Retweets, 1 Favorite, plus 4 “RThx!”

• Key metrics to measure success

• Twitter Impressions (potential reach)

• Click-throughs (views) to projects and products

• Downloads

• Let’s measure  

and ﬁnd out!
4

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MARKITECT 

Destination (URL) for the tweet
• Formica 180fx

ﬁnishes at  
3D Warehouse

• Free site for

product/project
makers to
upload/
download
models

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MARKITECT 

Twitter Impressions
via Tweet + Retweets
6,648 @MarkJohnsonFAIA

1,431 @aventetile

6,648 RThx!

1,743 @FormicaGroup

6,648 RThx!

80 @ElevateVail2012

6,648 RThx!

8,225 @courtneymprice

6,648 RThx!

44,719 Impressions
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MARKITECT 

Views & Downloads  
Unassisted by Social Media Marketing
• Average of  

8 views per day  
over 22 months

• Average of  

2.5 downloads  
per day over  
22 months

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MARKITECT 

Views & Downloads  
One Tweet via @MarkJohnsonFAIA plus retweets
• Results from 

one day

• 258 views

• 73 downloads  

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MARKITECT 

Collaboration Portfolio
at 3D Warehouse
• 78 projects in this

SketchUp collection

• Optimized for social media

sharing + Google Earth

• Branded models 

from product makers

• KraftMaid & Merillat Cabinets

• KitchenAid, Jenn-Air, Miele  

and GE Appliances

• Brizo and Delta Faucets

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www.sketchup.google.com/3dwarehouse

MARKITECT 

Using SketchUp for Marketing at Twitter

twitter.com/MarkJohnsonCKD
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MARKITECT 

Sharing SketchUp  
Projects at Pinterest
• SketchUp

models at  
3D Warehouse  
pin easily

• Exciting way  

to showcase  
design projects
and collaborative
work

www.pinterest.com/markjohnsonfaia
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MARKITECT 

Example of Pin

Pinterest links to 3D Warehouse
• Kitchen design by  

Mark Johnson FAIA  
in SketchUp

• Rendering in Shaderlight by  

Eric Schimelpfenig AKBD

• 15 views/day in 46 months

• 4,800 downloads

• Thumbnail previews  

of more 3D models
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MARKITECT 

Marketing at  
SketchUp Showcase

http://gweb-sketchup-showcase.appspot.com
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MARKITECT 

Re.vu Interactive Resume
• LinkedIn content  

is preloaded

• Several templates  

to choose from

• Customizable

• Free service 

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www.re.vu/MARKITECT

MARKITECT 

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Re.vu Interactive Resume
• Showcase your portfolio

• SketchUp or other designs

• Accomplishments

• Awards

• Designs

• Education

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www.re.vu/MARKITECT

MARKITECT 

Portfolio at  
Behance.com
• A mix of

presentations at
SlideShare.net
and SketchUp
models

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MARKITECT 

Facebook 3D kitchen model with Formica 180fx

Cross-promoting projects, products and design tools from the 3D Warehouse

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MARKITECT 

Facebook 3D kitchen plans with 180fx

Facebook as a social media showcase for sharing  
Formica’s SketchUp and Product Connect design tools

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MARKITECT 

Facebook Engaging with Architects and Designers
• Engaging with  

AIA Architects  
and AIBD  
Building Designers

• 3D models in

SketchUp at  
3D Warehouse

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MARKITECT 

Facebook Engaging with SketchUp Users
• 121,000 SketchUp

‘Likes’ on Facebook

• You can post

projects on the
SketchUp Facebook
page to gain
exposure to a much
larger community

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MARKITECT 

Google+
Engaging with Architects/Designers
• Tapping ‘Circles’ at

Google+ to engage
with designers and
architects

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MARKITECT 

paper.li
e-newspaper via Twitter
• Free e-newspaper

app for Twitter

• SketchUp Scribbles

• paper.li/

MarkJohnsonFAIA

Copyright ©

MARKITECT 

SlideShare.net
Share your Presentations
• What YouTube is for

videos...SlideShare
is for presentations

• Owned my LinkedIn

• Free or Pro versions

• Over 160,000 views

of my presentations
in 18 months

• Slideshare.net/

MarkJohnsonFAIA

Copyright ©

MARKITECT 

Mobile Apps
for SketchUp
• Showcase designs  

on your iPad

• Virtual 3D walkthroughs  

by moving your ﬁnger  
on the screen

• 3DVia - $1.99

• SightSpace 3D - $14.99

• Cubits - $4.99

• Viso3D - $19.99
Copyright ©

MARKITECT 

Inexpensive CAD
and 3D Renderings
• SketchUp - Free or

Professional Version
($590)

• Shaderlight Rendering

Software - Free or
Professional Version
($299)

• Podium, Artlantis,

Twilight Render and
more
Nordquist kitchen design by Mark Johnson CKD. Shaderlight rendering by Eric Schimelpfenig AKBD.
MARKITECT 
Copyright ©

Where to Get and Learn SketchUp?

SketchUp downloads > http://www.sketchup.com 
Free video tutorials from SketchUp > http://sketchup.google.com/training/videos.html
Copyright ©

MARKITECT 

Where to Learn SketchUp?

Free video tutorials at the SketchUp Show > http://go-2-school.com/media/browse/sketchup_show
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MARKITECT 

Where to Learn SketchUp?

Free video tutorials at SketchThis.net > http://sketchthis.net/category/free-training
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

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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 

SketchUp for Design, Marketing and More

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