The document discusses a CMOST campaign for a chalk flash mob event that was not as successful as intended. It analyzes what social media channels worked best (Facebook, Instagram, YouTube), what channels did not work (Pinterest, Doodly), and identifies mistakes like using too many channels, not planning far enough in advance, and not securing influencers to promote the event. Recommendations include starting promotion earlier, focusing efforts on fewer dominant channels, and involving a local sports team to gain more attention.

1. By: Mathieu Pacaud

2. CMOST
Our CMOST was not used to its fullest potential.
Although many channels were used we didn’t link to
other channels as often as we should have. Many
different forms of content were utilized throughout
the channels including video, Audio, written, and
Imagery. This allowed us to reach people in the most
convenient way possible which is any way they
would like.
 Slideshare and Facebook were definitely used to its
fullest potential because it allowed anyone to have a
quick view of all channels used throughout the flash
mob and also explained how to become a part of it.

3. Channels
 In our flashmob we used an abundance of social media
channels. I believe this helped as well as hindered the
outcome of the flashmob. I say this because when it
comes to the amount of channels we had we began to
become overwhelmed and forgot about certain ones when
linking to other accounts (Pinterest).
 Certain channels we used throughout the flash mob I
found to be more of a nuisance then an engaging potion
of the flashmob. These channels were primarily Doodly
and Pinterest. These channels would be great for certain
Flashmobs but were to for ours. If we did want to use
doodly we could Perhaps made a doodly station with an
iPad where people could draw from there and instantly
upload and share them.

4. Channels
 I believe that our social media became
hard to manage with the amount of
platforms we used. We began to have a
bunch of individual platforms attempting
to lead rather then working together to
engage friends, family, and the public.

5. Twitter Debrief
 Partial success
 Used personal accounts
 Didn’t get any retweets or favorites from
anyone who wasn’t in our class

6. YouTube Debrief
 Somewhat sucessful
 Video Before and After flashmob
 173 Per video

7. Facebook Debrief
 25 likes
 Not enough CMOST
 Posted often
 Only classmates followed

8. Instagram Debrief
 Somewhat success
 Used personal account as well as
“Chalkaboutit” account
 Many likes
 Pushed some images to twitter
 Over 50 pictures posted

9. Doodly Debrief
 Not successful
 Only a few people did Doodly images
 No CMOST

10. Pinterest Debrief
 Not successful
 Not enough followers
 No repins
 No CMOST

11. Google+ Debrief
 Not successful
 Didn’t have any followers except
Sabrina
 It was an event people said they would
attend but never did

12. Foursquare Debrief
 Not a success
 Only 6 Check-ins
 3 Check-in stations only one used
 Only class mates checked in
 No CMOST

13. Analytics for Instagram
 6 followers
 Over 50 Pictures posted
 10 Likes (From classmates)

14. Content Improvements
 Many of our channels were used well
but not to their fullest potential. For
example when it came to Facebook and
Twitter they were constantly being
posted on but didn't share links to other
channels as often as they should have
to help boost our CMOST.

15. Content that worked
 We had a lot of channels and that may
have worked to our advantage and may not
have but certain ones definitely did work to
our advantage and those channels were
Facebook, Instagram, and YouTube. These
three platforms were the best in my opinion
because they posted prior to the
event, during the event and post event.
Although YouTube only posted twice upon
looking back they did have the highest
amount of views / likes.

16. Content That didn't work
 Many of the channels we used seemed
good in theory but when we put them
into practice they turned out to be far
harder to engage and inspire people to
participate. The channels that I think
were not of use were Pinterest and
Doodly. I believe we should have
eliminated these two and put more focus
on the larger channels(Youtube and
Facebook).

17. Mistakes / Missed Opportunities
Pre Event planning was definitely
something we missed out on. We tried
to combine a large amount of work and
planning into far too little time. We
should have started earlier to begin
building a followership on the accounts
we had specifically created for
“Chalkaboutit”. By doing this we could
have more easily seen the success of
fail rate.

18. Mistakes / Missed Opportunities
Cont’d
 The brainstorming of our idea took far longer
then it should have. And there was no
communication with the Kingston Frontenacs
of which were the whole reason behind the
flashmob.
 We should have picked one spot and made a
flash mob rather then what seemed like “flash
points” because there was a definite lack of
traffic in all areas except market square.
 We should have held the flashmob when the
Kingston Frontenacs were playing a home
game or were in town to involve them.

19. Mistakes / Missed Opportunities
Cont’d
 Too many channels were used and
many of them had gotten lost amongst
the more primary ones.
 I also believe we should have done the
flashmob on a weekend afternoon
because it would have been warmer as
well as I believe there would have been
far more traffic.

20. Influencers
 We didn’t have a lot of big influencers
throughout the campaign but we did
have some: Professors, 3rd year
students, 2nd year student and even
some 1st year student all from the same
program.
 We should have done our best to
interact with Kingston Frontenac's
players as well as coaches.

21. Tactics
The location we had chosen originally was perfect.
Market Square was an excellent area where many
people journey by. But the timing could have been
better. We tried to make the flashmob commence at
an unorthodox time to encourage the remembrance
of it(4:17). Although this seemed like a good idea
now that we are in the winter season it gets dark a
whole lot fast so we were limited on time.
When planning out our tactics and brainstorming we
missed something that would have been a huge
game changer in the flashmob. We should have
talked to some of the Frontenac's players if not some
we should have talked to all of them and encouraged
them to help us by tweeting our and drawing their
own “k”.

22. Recommendations
Many changes could have been made to
make this flashmob more of a success but
some of the most important ones are:
 Started planning sooner
 Started social media campaigning sooner
 Involved / told Frontenac's + Coach
 Should have been done on a weekend
 Should have been done mid day
 Chosen one location
 Chosen Less Channels

23. Top Successes
 Locations had high potential for
involvement and success
 Twitter, Facebook, Slideshare CMOST
 YouTube had 173 + views
 Program participation
 Multiple Channels (good and bad)
 Buzz around SLC

24. Top Successes
 Lots of Imagery
 Some Inquiries on what was happening
from strangers