kingston frontenacs flash mob analysis
TRANSCRIPT
Kingston Frontenac’s Flash Mob Analysis
#Chalkaboutit
by: Michelle Pizzinato
Channel Analysis
Doodle.ly
Youtube
Four square
Google Plus
Slideshare
1o followers on the Chalkaboutit instagram account. Needed to have a better follower base.
The instagram account was integrated with twitter - had issues tweeting to the @chalkaboutit twitter, would of been good to integrate with more social channels.
Only one person could sign into the chalk about it account on instagram - which resulted in having to use personal account to upload the pictures.
PinterestNeeded more people to be following the board - Only had four followers
Posted photos to create interest
Posted teasers (Frontenac related pictures)
Wanted people to re pin to their personal boards.
Doodle.ly
Not enough doodles, only four different doodlers
Could not add doodles to Facebook page - only appear on personal feeds
Determined to not be a good platform for flash mob
Best works if used with several channels
Foursquare
It is good for metrics - allows you to see who is at event
Should use with twitter
Issues because people didn’t catch on to use it
Only six check-ins
Youtube Channel
185 total views on post event video and 178 on pre event video
Could of put more time into the pre event video and made it a couple weeks before the event
Slide Share Channel
Slide show was made pre and post event
Included directions of Flashmob and summary of all channels
Issues with loading pictures which prevented some from being uploaded. Should of tested wifi hotspots.
Good to use for a flashmob
Over 60 views on both slideshows
Twitter Channel
Questions were being asked in person instead of tweeting to the hashtag
Tweeted with both personal accounts and used hashtag #chalkaboutit
Good tool for a flash mob
Start using handle earlier to build a follower base
Retweeted all photos and posted pre event and day of event
25 likes
People should of shared the page more with their friends so that more people would of saw the Facebook page
Posted other channels stuff such as Youtube Video, Doodly and Slide share
Good tool to build attention with maps and pictures
Used to Curate other channels Content
Google +
32 guests, 1 confirmed going, 1 checked in
Used google hangout to visit each station
Used personal accounts to update about the event
Did not use ‘party mode’ with instant photo sharing to the event which would of helped create awareness that the hang out was happening.
CMOST(Cross media optimization strategy)
Messaging - Communicate the detail of the event
timing- Details of the event happened several days prior to the event
community building- Attempted to create a event to create more awareness for the Kingston Frontenacs
engagement: Attempted to engage followers with multiple channels and various content types to create awareness of the flash mob
rewards- Tickets
CMOSt Summary
What was used?
What was not used?
What should of been used?
Missed Opportunities
What was used?
Multiple social Channels/platforms were used.
Different types of content: pictures, videos, slideshows, status updates.
What was not used?
Channel integration through out all accounts
Traditional media was not used due to the fact this was an all digital campaign - Use of traditional campaign with the digital could of helped increase awareness
What should of been used?
Facebook event feature
Central accounts
Channel integration
Influences like the Kingston Frontenacs
Traditional media
What should of been used?
Facebook event feature
Central accounts
Channel integration
Influences like the Kingston Frontenacs
Traditional media
Missed opportunities
Prizes
Frontenacs to attend event
Could of captured attention of local news
MORE FOLLOWERS = Better turn out
CMOST: Improvements
If this wasn't an all digital flash mob, traditional media should of been added to help create awareness. (Outdoor and print)
More time to build up followers would of brought more people from the community to the flashmob.
Facebook event would of been useful rather than just a Facebook page
No traditional was used - Outdoor advertising, print could of been helpful
If the accounts had time to build more followers more people from the community would of maybe showed up for the flash mob
Facebook event could of allowed for us all to invite our friends to come to the event
Central accounts instead of personal accounts
Integrated all accounts together
Should of got the Frontenac players to come chalk about it
CMOST: Improvements
If this wasn't an all digital flash mob, traditional media should of been added to help create awareness. (Outdoor and print)
More time to build up followers would of brought more people from the community to the flashmob.
Facebook event would of been useful rather than just a Facebook page
No traditional was used - Outdoor advertising, print could of been helpful
If the accounts had time to build more followers more people from the community would of maybe showed up for the flash mob
Facebook event could of allowed for us all to invite our friends to come to the event
Central accounts instead of personal accounts
Integrated all accounts together
Should of got the Frontenac players to come chalk about it
Analytics - HITS
Doodle.ly = 8 drawings, 4 doodlers
Instagram (chalkaboutit)= 10 followers
Facebook= 25 likes
Twitter= 137 views
Pinterest = 4 followers
Youtube= 363 total views
Four square- 6 checks ins
Google Plus= 1 check in (32 invited, 1 confirmed)
Slide share = 120 views
Analytics OPSTA-ROI
OBJECTIVES: create awareness and buzz for the Kingston Frontenac, get people from the community to participate in flashmob
PEOPLE: Capture the attention of Kingstonians and make an impact on the community creating buzz for the Frontenacs
STRATEGY: Use a wide variety of channels and content to engage users
TECHNOLOGY: Use technology to help get our message across through several social media platforms, uses mobile devices to post during event as well use tools such as cameras and video cameras to document event
ACTION: A flash mob to create awareness for the Kingston Frontenacs. Chalk about it - drawing K’s in three locations in the downtown area
Analytics Measuring ROI
No revenue
Brand awareness created for the Frontenac through the drawings and social channels could result in community interested in going to a game
Life time value - ExampleAverage Frontenac customer comes 10x a year for 2 yearsTicket price is $10 dollars10 (/year) x 2 (* 10) + $10 = $210
But as a result, we didn't gain the attention of the community so if we were getting paid to do the event we would of been fired.
Content Summary
Slide share:Two slide shows - pre and post event
Youtube: Two videos - pre and post event
Instagram: 46 photos
Doodle.ly: 8 photos were posted
Foursquare: 3 check in spots were created
Pinterest - 6 teasers, 16 other (maps, slide share, details ect.)
Twitter: Personal channels were used to tweet to hashtag #chalkaboutit
Content Media
Content include:
Slideshows - to give information, discuss channels, and summarize the event after it took place
Photos - to document the event and update to social channels to create awareness
Video - to invite community to event and as well summarize the event in an engaging video
Status Updates - posts were made reminding community about event, teasers, and sharing other channels
Drawings: were used to create awareness and as well give an option for people to participate with out going to the event
Content Slideshows...
Text
Text updates...
TextText DoodlesText
Video...
Channels
What were we Missing?
What channels didn't we need?
Target market challenges
Channels What was missing?
Integration throughout all social channels
Strong follower base
Advertising
Community involvement
Side walk chalk was not in Frontenac colours
Missed communication with the frontenacs
Channels Which ones did we not need?
Pinterest - Not right for target market - boards were not popular
Doodly.ly- This was a unique way to allow users to participate with out going to the event but was not great for creating awareness specifically for the Kingston community and our target
Foursquare- Not enough awareness
Google + : Invites to the event and Hangout wasn't a necessary component. Could of invited people through a Facebook event instead which is more known to our target.
Instagram: Could of posted pictures directly to Facebook or to Twitter
Was the event successful?
The turn out was not great - Didn't reach the community, The community wasn't very interested in participating.
People did use their channels actively but with out followers it didn't create maximum awareness - needed time to build follower base
Participants were mainly students from the imc program
Was not very successful due to lack of participation from the community - The objective was to influence the Kingston Community and create buzz for the Kingston Frontenacs