Kingston Frontenacs - Chalk about it Flash Mob

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The students of Advertising - IMC performed a Flash Mob! Using only digital channels, see how successful we were and how me measured it!

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Kingston Frontenacs - Chalk about it Flash Mob

  1. 1. Kingston Frontenac’s Flash Mob Analysis #Chalkaboutit Trevor Nugent
  2. 2. Channel Analysis Instagram Pinterest Doodle.ly Foursqaure YouTube SlideShare Twitter Google+ Facebook
  3. 3. Instagram
  4. 4. Instagram Channel10 Followers for the Chalkaboutit accountTried to integrate with Twitter via tweetsIssues using the handle @chalkaboutit created some problemsOnly one person could be signed into the account, creating issueswith uploading under the same nameUsed personal accounts to upload more photographsNeeded more time to build up a larger follower base
  5. 5. Pinterest
  6. 6. Pinterest Channel4 followers of the board, which was notenoughUsed the channel to post a board of teasersThe channel needed people to post morepictures to their person boards
  7. 7. Doodle.ly
  8. 8. Doodle.ly Channel8 Doodles under the hashtag #chalkaboutitNeeded more people to doodle, only 4 uniqueauthorsCould not add doodles to the Facebook page,they only appear on personal feedsThe channel best works in conjunction withothers
  9. 9. Foursqaure
  10. 10. Foursquare Channel6 Check-insIssues with users because the channel mayneed time to catch on with the generalpopulationGood for metrics and to see who was thereRecommended to use in conjunction withTwitter
  11. 11. YouTube
  12. 12. Youtube Channel185 Views on the post event video (actionshots) and 178 views on pre event video(introduction)May have been better to put more effort intothe pre event and release it a few weeks priorto the event
  13. 13. SlideShare
  14. 14. SlideShare Channel69 total SlideShare viewsUsed the SlideShare slides to summarizeactivity on all channelsIssues with loading pictures prevented somefrom being uploadedShould have tested WiFi connections prior toevent to ensure successful uploading
  15. 15. Twitter
  16. 16. Twitter ChannelInstead of Tweeting questions people asked inpersonUsed personal accounts and operated underthe hashtag #chalkaboutitTwitter was a valuable tool to communicateinformation quicklyShould have started a handle and hashtagearlier to generate followers
  17. 17. Facebook
  18. 18. Facebook Channel25 likes totalServed as a kind of content curatorLiked all accounts, linked maps and builtattentionBegan slow but started to show all channelsnear the end of the event
  19. 19. Google+
  20. 20. Google+ Channel32 Guests, 1 confirmed going, 1 checked inUsed Google Hangout to visit each station, had one other join in thehangout, live stream hangout was recordedUsed personal accounts to update about the eventDid not use ‘party mode’ with instant photo sharing on the event whichmay have helped add photosNeeded more people from outside the class, not a popular channelyet
  21. 21. Channels what was missing...FollowersCommunity InvolvementAdvertisingMixed methods of communication withfollowersIntegrated throughout all social channels
  22. 22. Unneeded ChannelsPinterest: Boards were not popular, while the photo sharing idea wasinteresting it could have been completed with Facebook aloneDoodle.ly: The concept was good; however, there was not enoughawareness about the channel and its purposeGoogle+: The Hangout was good, but the event was needed as itcould easily be replace with the Facebook event which is morepopular with the demographicFoursqaure: There was simply not enough interest and awareness ofthe check-ins, also unlike many corporate check-ins there was noreward or incentive to check-inInstagram: The photo sharing function, like Pinterest, was a valid idea;however, the functions of this channel could have been completed ona Facebook event page
  23. 23. Cross MediaOptimization StrategyUsed a wide range of digital channels to tryand raise awareness, in order to increaseattendance, for the Frontenac’s Flash MobUsage depended on how popular the channelwas
  24. 24. CMOST - Channel IntegrationEach channel wasunique but centralchannels such asFacebook andSlideShare wereused to navigateusers through eachChannel used...
  25. 25. CMOST - Channel IntegrationPart of thechallenge was toinvolve all thechannelspossible, and toalert people totheir use in theFlash Mob
  26. 26. CMOST - Channel IntegrationSome Channelschose to usepersonalaccounts butother used aevent accountsuch a‘Chalkaboutit’ onInstagram
  27. 27. CMOST SummaryWhat was used?What was not used?What should have been used?Some missed opportunities...
  28. 28. What was used?Several different digital channels were usedincluding; Twitter, Facebook, SlideShare,Doodle.ly, Google+ and othersAdded content such as videos, photos andstatus updates
  29. 29. What was not used?Traditional media was not used at all duringthe Flash MobThere was no radio, out of home or televisionadverts, it was purely digital (aside from thechalk drawings)
  30. 30. What should have been used? Out of home signage and advertising could have been used to gain awareness Central accounts Channel integration Influencers like the Kingston Frontenacs
  31. 31. Some missed opportunitiesGet Frontenac players involved moreOffer on the spot prizesMore time to generate awareness, possiblycreate a better turn outTiming opportunities, an hour seems to long
  32. 32. DetailsMessaging: Attempted to communicate the time and details of theFlash MobTiming: Status updates and event information became availableseveral days before the Flash MobCommunity Building: Attempted to unite Frontenacs fans in Kingstonand create buzz about the brandEngagement: Attempted to use social media channels prior to theevent in order to engage interested parties and create a better turnoutRewards: Frontenac game tickets were offered as a reward to theperson with the best drawing
  33. 33. OPSTA - ROIObjectives: Create buzz about the Frontenacs brand, generate aturnout for the Flash MobPeople: Kingston citizens, Frontenac fansStrategy: Use various social media channels to attract attention to theeventTechnology: Various devices were used in order to upload pictures,video and host hangoutsAction: Create a flash mob which will have random people drawingFrontenac logos with chalk, in an attempt to create buzz and capturetop of mind awareness
  34. 34. OPSTA - ROIWhat is the best way to measure the return oninvestment for a Flash Mob event?There was no direct revenue generated fromthe event; However, sufficient branding andawareness occurred with the drawings andattentions from social media channelsLifetime value is the best metric available tomeasure the ROI from such an event
  35. 35. Lifetime value Frontenac season tickets various for the age group... If one person purchased a single season ticket at regular seating than they would be spending $510 for the year... which is sufficient for the amount spend on the Flash Mob
  36. 36. Lifetime ValueAverage customer comes 2 times a month fora year... a single ticket is 10 dollars...The cost to do a campaign to replace such acustomer could be approximately 10 dollars...24 x 10 = 240 + 10 = 250Therefore the Lifetime value of a non-seasonticket holder would be $250
  37. 37. Cost Per PostThough the Flash Mob was free, we couldimagine if it was a paid event...$2500 for staff time / 250 Posts = $10 per postHowever, this event was free so there was nocost related to this
  38. 38. HitsInstagram: 10 FollowersPinterest: 4 Board FollowersDoodle.ly: 8 Drawings 4 DoodlersFoursqaure: 6 Check - insYouTube: Pre video - 178 views / Post video - 185 viewsTwitter: Personal Accounts used, Several retweetsGoogle+: 32 Guests, 1 confirmed going, 1 checked in, 1 HangoutjoinerSlideShare: 69 Viewers Facebook
  39. 39. ContentThere was a wide range of rich contentinvolved with the Flash Mob, including Photos, videos, text/status updates, doodles and slideshows
  40. 40. Content ExamplesVideo, usedas a sourceof teasersand posteventcontent
  41. 41. Content ExamplesUpdates/Textwere used asteasers and forupdating on theprogress of theevent
  42. 42. Content ExamplesPhotos wereadded asupdated contentduring the event,in effort to attractpeople
  43. 43. Content Examples Slide shows were used to as a round up of all the events and channels involved with the Flash Mob
  44. 44. Content ExamplesDoodles wereused to engagepeople whocould not bearound to drawtheir chalkdrawings
  45. 45. Successes and Learnings...There was no real interest from the community outside of IMCstudents that were engaged on social media channels...The event was not very successful considering the objective was toget Kingston citizens involved...However; we did learn several points: Channels need more time to build followings Channels must fit with the demographics interests Avoid using useless channels for novelty purposes Participation can be encouraged pre event with interesting incentives

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