The document analyzes the performance of various social media channels used in a flash mob marketing campaign. It finds that Twitter and YouTube had the most success, but that the campaign would have benefited from starting earlier to build a larger follower base across channels. It also notes mistakes like not securing involvement from the client, Frontenacs, and challenges like having stations that were too far apart. The document provides recommendations for improving future flash mob campaigns through better planning, channel integration, and securing involvement from influencers and local businesses.

1. FLASH MOB ANALYSIS
Kaytee Connor

2. CHANNEL ANALYSIS - INSTAGRAM
• 1 admin made it a challenge to reach target
• Challenge # / @
• 10 followers
• Over 50 photos
• Integrated other channels

3. CHANNEL ANALYSIS - DOODLY
• Can’t post directly to Facebook
• Not efficient
• Challenging call to action
• 3-4 people in class doodled; not about Flash Mob
• Works well with Twitter

4. CHANNEL ANALYSIS - PINTEREST
• Repinning was not popular
• Clue style content

5. CHANNEL ANALYSIS – 4SQUARE
• Small crowd
• Good for metrics
• 6 people checked in at Market Square
• Didn’t cross promote but could of

6. CHANNEL ANALYSIS - SLIDESHARE
• Before = 62 views, 15 followers, 2 reminders
• During/After = 51 views
• Challenge = doing it after event

7. CHANNEL ANALYSIS - TWITTER
• Q’s style content
• Could of started earlier to build more followers
• Retweet other tweets
• Personal accounts because of existing influence

8. CHANNEL ANALYSIS - YOUTUBE
• 173 views on both videos
• Needed more interactivity and resources
• Challenge = updating during event

9. CHANNEL ANALYSIS – FACEBOOK
• 25 likes – Hub concept
• Better for after event
• Had to share every other channels content
• Keep everyone up-to-date

10. CHANNEL ANALYSIS – GOOGLE+
• 32 guests
• 1 classmate joined Hangout
• 1 classmate checked into event
• Didn’t link to other channels
• Used personal accounts
• If more people used it, would of worked better

11. MISTAKES/MISSED OPPORTUNITIES
• Pre-event planning = should of started building a follower base pre event – could of
reached more people outside of class and could of had more success if we had more
people from the community show up to event
• Not everyone shared account or followed
• Took to long to settle on 1 idea
• Check in points – Metro didn’t have enough traffic
• Needed actual side walk chalk in Fronts colours
• Fronts were in town the day of the Flash Mob – communicated more with the client
• Missed out on Traditional media
• Wasn’t connected enough with all platforms
• Stations were too far apart – could of used only one location
• Could have been done in nicer weather or inside

12. CONTENT – WORKED, DIDN’T WORK, STYLE
DIFFERENCES
• Facebook should have posted videos, photos, and most of everybody else’s content
• It was good that Youtube did a before and after video and promoted it
• All the photos posted worked
• Channel followers were not enough – needed more to share content
• People portrayed different messages
• Google+ was under utilized
• More integration required
• No one outside of class showed up
• FourSquare, Google+ and Doodly didn’t work
• Should of put more content out sooner
• Too many platforms
• More pre-event content to encourage participation
• Should have had Frontenacs more involved

13. TOP SUCESSES
• Location had optimal potential for involvement as seen in Market Sqaure
• Twiiter CMO success
• Hangout was cool
• The video had 173 views
• Class participation – first and third years
• Slideshare had success
• It was a fun experience
• Had multiple channels involved and provided us with different ways of channel uses
• Created hype
• Learned what could be useful/what not for Flash Mobs
• Lots of pics tweeted to Twitter/Hashtag

14. RECOMMENDATIONS
• Should have started planning sooner to have more followers on different accounts
• Should of invited Fronts, could of used their follower/fan base
• If outdoors in the winter do earlier so that it remains light out
• Only have one location everyone starts at to gain more people
• Have on a weekend to involve more kids
• Limit to only a few channels
• Recommend using email
• Approaching local businesses to draw K’s on their chalkboards outside
• Each check-in should have been in Google Hangout – wasn’t used to it’s full potential
• Class participation – should have shared and followed everything

15. CMOST
• Multiple digital channels were used, in addition to video, photography and internet communcation
• Did not use traditional media, purely digital
• Outdoor advertising (free) would have been helpful
• Slideshare allowed for quick view of all channels used and how to engage
• Twitter engaged and shared most if not all other channels
• Through CMO the broadest audience may be reached
• Missed opportunity with only having a Facebook page was unable to upload picturees to a “like” page
• Could have used school TU boards to get message out
• More followers could of brought more people from community
• Missed opportunity with Google Hangout
• All social platforms were used – too many, should of only used a few
• Having central accounts instead of personal accounts
• Limited platform – some weren’t integrated well together

16. DEBRIEF
• No such thing as a perfect campaign – always learn something
• Loved that we took the challenge
• Positive energy showed
• Lost opportunity in influences and getting them to participate could of made channels and
outcome more successful
• Could of done Facebook event
• Photos of players ahead of time and K’s all over the city = good content
• Spreading word through other than social media – how it would of integrated well
• More time to build a community on channels