This is my flashmob final analytics for my social media class.

1. Flash Mob
Analysis
Chalk About it
By: Brittany Rennick

2. Summary
 Third Year IMC Students to execute a flashmob that
happened downtown Kingston using Chalk to create the
Kingston Fronts logo all over town
 Pre and Post channels were used to create buzz, and help
build a community, to highlight the event around online
social media.

3. Summary
 Channels Used:
 Facebook
 YouTube
 SlideShare
 Twitter
 Instagram
 Google +
 Doodle.ly
 Pinterest
 FourSquare

4. Pinterest Debrief
 Created new “Chalk About It” Account
 4 followers, 51 following
 Posted Photos of the Kingston Frontenac's
 Posted Hints about the campaign
 Not enough student use
 Wouldn’t use again for a flashmob

5. Twitter Debrief
 We used out personal accounts to maximize awareness
 Hashtag #chalkaboutit was created
 Re-tweets ensured maximum exposure
 We tweeted information prior & during & after the event
 Photos were tweeted during
 I personally tweeted about the event approximately 15
times, and retweeted approximately 18 pictures & messages

6. Instagram Debrief
 Created “Chalk About It” Account
 Had a total of 45 followers
 30 pictures uploaded to the account in total
 45 Pictures uploaded using the #chalkaboutithashtag
 Issue: Only one person could sign into the account at once, so all
other photos had to go through personal accounts
 Needed to integrated with other platforms
 Not a stand alone campaign

7. Facebook Debrief
 Total of 25 page likes
 Posted a map of all locations
 The page was created last should have been first & an
event
 Updates were minimal at the beginning more occurred
after the flashmob took place
 They were sharing all other channels as needed

8. Foursquare Debrief
 Created three “ Chalk About it” Locations for users to
check in at
 Each check – in point had photos posted
 Could have worked better in a bigger city
 Locations were the three stations that were being used
during the flashmob
 Metro : 0 check ins
 Empire Theatre: 0 check-ins
 Market Square: 8 Check – ins

9. Doodle.ly Debrief
 Doodle.ly was shared with Facebook and Twitter, but was
unable to share right to the Facebook page
 This account needed more time and awareness in order to
encourage people to participate
 Only 6 people doodled

10. Google + Debrief
 Created a Google hangout event for the flashmob
 32 guests invited, only 4 participated in the hangout
 A student was walking around on the hangout to see what
was going on giving live updates
 Great tool to use for future events
 Used personal accounts for sharing information

11. SlideShare Debrief
 15 followers
 Both PowerPoint’s had a total of 74 views
 Created a total of 3 slideshows
 1 prior to event to host information & channel rules
 1 immediately after the event to highlight events that took
place
 1 a couple weeks after the event to debrief about overall
successes and failures

12. YouTube Debrief
 Created two videos in total
 First video was created to inform students & community
 Second video was a summary of the event that captures
the whole event that was edited
 Video # 1 had 178 views
 Video # 2 had 186 views
 Would use YouTube again for a platform was scucessful

13. Professor Feedback on Event
 An event on Facebook may have been more effective than using
a Facebook Page.
 Do not beg for people to come to your event
 Its important to use influencers in the market you are trying to
reach
 Taking photos of random “K”s all over the city would have been
a good way to spark interest
 CMOST – How to spread other than social? Some wanted to
incorporate email, signage

14. Class Debrief
 The following slides include the class debrief in the form of
group notes on the flashmob.

15. Successes
 A variety of pictures uploaded
 The slideShare account was successful in their number of views
 YouTube videos had a high number of views
 Market Square was a great location for tons of engagement
 Unique learning out of the classroom
 Debrief allows us to improve for future events
 Fun out of classroom learning assignment
 Creating Buzz around SLC
 Great positive & creative environment executed by first & third year students

16. Mistakes & Missed Opportunities
 Pre- event planning – should have started sooner
 The time of the event was too short, & too late in the day – it got dark very quickly
so it was hard to see the chalk & it was cold outside
 Didn’t use sidewalk chalk or fronts colors'
 Should have used only one location
 Had no communication with the fronts
 Took to long to settle on one idea
 Traditional media would have helped reach a different audience
 Missed opportunity to include influencers ( Fronts coaches, Hockey
Players, Teachers)

17. Content
 YouTube was successful in uploading their videos that kept
users engaged & the event at top of mind.
 Each channel had relatively same content, but some could have
used content creation more, we also used to many platforms
 Facebook was considered a “hub” but only included content
that was shared. Should have had more unique content
 Only Twitter, Google +, and Instagram kept the audience
updated during the event
 Needed more followers to share content

18. Channel Choice
 We used to many channels
 We were missing using E-mail Choice
 Should of picked a couple popular channels and really
advertised so it would have been it’s full potential instead of a
bit on each one.
 More time was needed before the event to establish more
followers & potentially build a community
 Traditional media was still needed in order to connect with such
a large target audience

19. Recommendations
 Email influencers to invite them to the event & should have included the Fronts
team
 Choose fewer channels to avoid overwhelming viewers & encourage focus on only
a few channels
 Decide on event details sooner, not change idea at last minute
 Launch channels prior to event & for a longer period of time in order to establish a
community & build more followers
 Incorporate more traditional channels to engage more people
 More communication between classmates
 Should have involved Frontenac's, could have used their followers / fan base

20. CMOST
 Multiple social media channels were used in the planning & execution
of the flashmob
 Revolved around video, photography & information
 No traditional channels were used, purely digital
 SlideShare was sent across Facebook& Twitter
 Should have been more sharing via Facebook
 Engagement with specific communities such as Fronts Fans would
have benefited over all channels
 SlideShare allowed for quick view of all channels used + how to
engage

21. Tactics
 Location at Market Square was good, we should have all went to market square to make the
flash mob not different points
 4:17 was a little to late because it gets dark & cold early
 Needed to start planning sooner
 Flash points were unique but should have closer together
 Facebook was utilized to connect all the other social networks, but should have encouraged
other users to post links via their personal accounts
 Increased cross – media integration
 Each checkpoint should have been in the Google Hangout
 As a class we should have created the flashmob then used the channels to see how much Buzz
it created.

22. Channel Key Aspects
 This section is the finalized key aspects of our individual
channel. It was to be submitted at the end of the flash
mob with our final analysis.

23. My Channel
 What: Twitter
 Why: To inform people that a flash mob is happening and trying to get
them to come out and take chalk and draw a “K”’ around downtown
Kingston in hopes to gain more interest in Kingston’s Hockey Team “
Kingston Frontenacs”
 Audience: Myself and Hailey’s Twitter followers. Apx. 230 together.
 General Strategy: Twitter information using a the hashtag:
#chalkaboutit
 Could also get classmates to retweet our tweets to gain even more
followers.

24. My Channel
 Content Examples:
 Lets get it trending #chalkaboutit
 Come out to support the Fontenacs #chalkaboutit
 Downtown Kingston, November 27, 4:17 pm #chalkaboutit
 Bring your own chalk #chalkaboutit
 Meet at Market Square if your Birthday is between 01/01 – 04/31 #chalkaboutit
 Meet at Movie Theatre if your birthday is between 05/01- 08-31 #chalkaboutit
 Meet at Metro Hub if your birthday is between 09/01 -12/31 #chalkaboutit
 Have you got your chalk yet #chalkaboutit
 Tweet us a picture of your K to win #chalkaboutit

25. My Channel
 Engagement Strategy
 We need people in our class to be willing to retweet our tweets. It would also be a help if they tweeted pictures
from the event to our hashtag. We are also hoping that our followers will also be retweeting our tweets to their
followers that way we can gain more insights.
 CMOST Strategy
 We can share anything that is posted on the facebook page, also on instagram (photos). Then in return they can
share our content. After the event we will share the youtube video link. We will also be sharing a hashtag with
the instagram people so that when people Instagram a photo to twitter it will show up in our feed.
 Metrics & Analytics (What will be measured and what will it mean)
 We will use Tweet archivist, which will show an archive of all tweets that used the hashtag, and will break down
charts that show volume of usage, users, etc. We will also judge images to see how many people participated in
the mob and tweeted a picture.
 Plan of Action & Role Assignments
 Hailey and Myself: Wednesday, November 21st/12 , 2012- Begin pre event tweets, proceed for the remaining
days of the week.
 Tuesday, November 27th, 2012- Day of Mob- Retweet photos and hashtags sent to us. Send out mass tweets
encouraging people to take part.