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Kingston frontenacs flash mob analysis
 

Kingston frontenacs flash mob analysis

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    Kingston frontenacs flash mob analysis Kingston frontenacs flash mob analysis Presentation Transcript

    • Kingston Frontenac’s Flash Mob Analysis #Chalkaboutit by: Michelle Pizzinato
    • Channel AnalysisDoodle.lyInstagramFacebookTwitterPinterestYoutubeFour squareGoogle PlusSlideshare
    • Instagram1o followers on the Chalkaboutit instagramaccount. Needed to have a better followerbase.The instagram account was integrated withtwitter - had issues tweeting to the@chalkaboutit twitter, would of been good tointegrate with more social channels.Only one person could sign into the chalkabout it account on instagram - whichresulted in having to use personal account toupload the pictures.
    • PinterestNeeded more people to be following the board - Only had four followersPosted photos to create interestPosted teasers (Frontenac related pictures)Wanted people to re pin to their personal boards.
    • Doodle.lyNot enough doodles, onlyfour different doodlersCould not add doodles toFacebook page - onlyappear on personal feedsDetermined to not be agood platform for flashmobBest works if used withseveral channels
    • FoursquareIt is good for metrics - allowsyou to see who is at eventShould use with twitterIssues because people didn’tcatch on to use itOnly six check-ins
    • Youtube Channel185 total views on post eventvideo and 178 on pre eventvideoCould of put more time intothe pre event video andmade it a couple weeksbefore the event
    • Slide Share ChannelSlide show was made pre and posteventIncluded directions of Flashmob andsummary of all channelsIssues with loading pictures whichprevented some from being uploaded.Should of tested wifi hotspots.Good to use for a flashmobOver 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
    • Facebook25 likesPeople should of shared the page morewith their friends so that more peoplewould of saw the Facebook pagePosted other channels stuff such asYoutube Video, Doodly and Slide shareGood tool to build attention with mapsand picturesUsed to Curate other channels Content
    • Google +32 guests, 1 confirmed going, 1 checked inUsed google hangout to visit each stationUsed personal accounts to update about the eventDid not use ‘party mode’ with instant photo sharing to theevent which would of helped create awareness that thehang out was happening.
    • CMOST(Cross media optimization strategy)Messaging - Communicate the detail of the eventtiming- Details of the event happened several days prior to the eventcommunity building- Attempted to create a event to create moreawareness for the Kingston Frontenacsengagement: Attempted to engage followers with multiple channelsand various content types to create awareness of the flash mobrewards- Tickets
    • CMOSt SummaryWhat 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 accountsTraditional media was not used due to the factthis was an all digital campaign - Use oftraditional campaign with the digital could ofhelped increase awareness
    • What should of been used?Facebook event featureCentral accountsChannel integrationInfluences like the Kingston FrontenacsTraditional media
    • What should of been used?Facebook event featureCentral accountsChannel integrationInfluences like the Kingston FrontenacsTraditional media
    • Missed opportunitiesPrizesFrontenacs to attend eventCould of captured attention of local newsMORE FOLLOWERS = Better turn out
    • CMOST: ImprovementsIf this wasnt 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 pageNo traditional was used - Outdoor advertising, print could of been helpfulIf the accounts had time to build more followers more people from the community would of maybe showed upfor the flash mobFacebook event could of allowed for us all to invite our friends to come to the eventCentral accounts instead of personal accountsIntegrated all accounts togetherShould of got the Frontenac players to come chalk about it
    • CMOST: ImprovementsIf this wasnt 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 pageNo traditional was used - Outdoor advertising, print could of been helpfulIf the accounts had time to build more followers more people from the community would of maybe showed upfor the flash mobFacebook event could of allowed for us all to invite our friends to come to the eventCentral accounts instead of personal accountsIntegrated all accounts togetherShould of got the Frontenac players to come chalk about it
    • Analytics - HITSDoodle.ly = 8 drawings, 4 doodlersInstagram (chalkaboutit)= 10 followersFacebook= 25 likesTwitter= 137 viewsPinterest = 4 followersYoutube= 363 total viewsFour square- 6 checks insGoogle Plus= 1 check in (32 invited, 1 confirmed)Slide share = 120 views
    • Analytics OPSTA-ROIOBJECTIVES: create awareness and buzz for the Kingston Frontenac, get peoplefrom the community to participate in flashmobPEOPLE: Capture the attention of Kingstonians and make an impact on thecommunity creating buzz for the FrontenacsSTRATEGY: Use a wide variety of channels and content to engage usersTECHNOLOGY: Use technology to help get our message across through severalsocial media platforms, uses mobile devices to post during event as well use toolssuch as cameras and video cameras to document eventACTION: A flash mob to create awareness for the Kingston Frontenacs. Chalkabout 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 - Example Average Frontenac customer comes 10x a year for 2 years Ticket price is $10 dollars 10 (/year) x 2 (* 10) + $10 = $210 But as a result, we didnt gain the attention of the community so if we were getting paid to do the event we would of been fired.
    • Content SummarySlide share:Two slide shows - pre and post eventYoutube: Two videos - pre and post eventInstagram: 46 photosDoodle.ly: 8 photos were postedFoursquare: 3 check in spots were createdPinterest - 6 teasers, 16 other (maps, slide share, details ect.)Twitter: Personal channels were used to tweet to hashtag #chalkaboutit
    • Content MediaContent include:Slideshows - to give information, discuss channels, and summarize the event afterit took placePhotos - to document the event and update to social channels to create awarenessVideo - to invite community to event and as well summarize the event in anengaging videoStatus Updates - posts were made reminding community about event, teasers, andsharing other channelsDrawings: were used to create awareness and as well give an option for people toparticipate with out going to the event
    • Slideshows... Content Text updates... Text Text Text Text Doodles Video...
    • ChannelsWhat were we Missing?What channels didnt we need?Target market challenges
    • Channels What was missing?Integration throughout all social channelsStrong follower baseAdvertisingCommunity involvementSide walk chalk was not in Frontenac coloursMissed 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 wasnt 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 - Didnt reach the community, The communitywasnt very interested in participating.People did use their channels actively but with out followers it didnt createmaximum awareness - needed time to build follower baseParticipants were mainly students from the imc programWas not very successful due to lack of participation from the community -The objective was to influence the Kingston Community and create buzz forthe Kingston Frontenacs