Download to read offline
Uploaded byTrevor Nugent
Kingston Frontenacs - Chalk about it Flash Mob
The analysis of Kingston Frontenac's flash mob event highlights various social media channels used, including Twitter, Facebook, and YouTube, with limited success in follower engagement across platforms. Key issues included inadequate promotion, reliance on less popular channels, and missed opportunities for community involvement. Recommendations for future events emphasize the need for better integration of channels, traditional media outreach, and earlier activation of social media presence to enhance turnout and engagement.
More Related Content
Similar to Kingston Frontenacs - Chalk about it Flash Mob
Kingston Frontenacs - Chalk about it Flash Mob
- 1. Kingston Frontenac’s FlashMob Analysis #Chalkaboutit Trevor Nugent
- 2. Channel Analysis Instagram Pinterest Doodle.ly Foursqaure YouTube SlideShare Twitter Google+ Facebook
- 3.
- 4. Instagram Channel 10 Followersfor the Chalkaboutit account Tried to integrate with Twitter via tweets Issues using the handle @chalkaboutit created some problems Only one person could be signed into the account, creating issues with uploading under the same name Used personal accounts to upload more photographs Needed more time to build up a larger follower base
- 5.
- 6. Pinterest Channel 4 followersof the board, which was not enough Used the channel to post a board of teasers The channel needed people to post more pictures to their person boards
- 7.
- 8. Doodle.ly Channel 8 Doodlesunder the hashtag #chalkaboutit Needed more people to doodle, only 4 unique authors Could not add doodles to the Facebook page, they only appear on personal feeds The channel best works in conjunction with others
- 9.
- 10. Foursquare Channel 6 Check-ins Issueswith users because the channel may need time to catch on with the general population Good for metrics and to see who was there Recommended to use in conjunction with Twitter
- 11.
- 12. Youtube Channel 185 Viewson the post event video (action shots) and 178 views on pre event video (introduction) May have been better to put more effort into the pre event and release it a few weeks prior to the event
- 13.
- 14. SlideShare Channel 69 totalSlideShare views Used the SlideShare slides to summarize activity on all channels Issues with loading pictures prevented some from being uploaded Should have tested WiFi connections prior to event to ensure successful uploading
- 15.
- 16. Twitter Channel Instead ofTweeting questions people asked in person Used personal accounts and operated under the hashtag #chalkaboutit Twitter was a valuable tool to communicate information quickly Should have started a handle and hashtag earlier to generate followers
- 17.
- 18. Facebook Channel 25 likestotal Served as a kind of content curator Liked all accounts, linked maps and built attention Began slow but started to show all channels near the end of the event
- 19.
- 20. Google+ Channel 32 Guests,1 confirmed going, 1 checked in Used Google Hangout to visit each station, had one other join in the hangout, live stream hangout was recorded Used personal accounts to update about the event Did not use ‘party mode’ with instant photo sharing on the event which may have helped add photos Needed more people from outside the class, not a popular channel yet
- 21. Channels what was missing... Followers Community Involvement Advertising Mixed methods of communication with followers Integrated throughout all social channels
- 22. Unneeded Channels Pinterest: Boardswere not popular, while the photo sharing idea was interesting it could have been completed with Facebook alone Doodle.ly: The concept was good; however, there was not enough awareness about the channel and its purpose Google+: The Hangout was good, but the event was needed as it could easily be replace with the Facebook event which is more popular with the demographic Foursqaure: There was simply not enough interest and awareness of the check-ins, also unlike many corporate check-ins there was no reward or incentive to check-in Instagram: The photo sharing function, like Pinterest, was a valid idea; however, the functions of this channel could have been completed on a Facebook event page
- 23. Cross Media Optimization Strategy Useda wide range of digital channels to try and raise awareness, in order to increase attendance, for the Frontenac’s Flash Mob Usage depended on how popular the channel was
- 24. CMOST - Channel Integration Each channel was unique but central channels such as Facebook and SlideShare were used to navigate users through each Channel used...
- 25. CMOST - Channel Integration Part of the challenge was to involve all the channels possible, and to alert people to their use in the Flash Mob
- 26. CMOST - Channel Integration Some Channels chose to use personal accounts but other used a event account such a ‘Chalkaboutit’ on Instagram
- 27. CMOST Summary What wasused? What was not used? What should have been used? Some missed opportunities...
- 28. What was used? Severaldifferent digital channels were used including; Twitter, Facebook, SlideShare, Doodle.ly, Google+ and others Added content such as videos, photos and status updates
- 29. What was notused? Traditional media was not used at all during the Flash Mob There was no radio, out of home or television adverts, it was purely digital (aside from the chalk drawings)
- 30. What should havebeen used? Out of home signage and advertising could have been used to gain awareness Central accounts Channel integration Influencers like the Kingston Frontenacs
- 31. Some missed opportunities Get Frontenac players involved more Offer on the spot prizes More time to generate awareness, possibly create a better turn out Timing opportunities, an hour seems to long
- 32. Details Messaging: Attempted tocommunicate the time and details of the Flash Mob Timing: Status updates and event information became available several days before the Flash Mob Community Building: Attempted to unite Frontenacs fans in Kingston and create buzz about the brand Engagement: Attempted to use social media channels prior to the event in order to engage interested parties and create a better turnout Rewards: Frontenac game tickets were offered as a reward to the person with the best drawing
- 33. OPSTA - ROI Objectives:Create buzz about the Frontenacs brand, generate a turnout for the Flash Mob People: Kingston citizens, Frontenac fans Strategy: Use various social media channels to attract attention to the event Technology: Various devices were used in order to upload pictures, video and host hangouts Action: Create a flash mob which will have random people drawing Frontenac logos with chalk, in an attempt to create buzz and capture top of mind awareness
- 34. OPSTA - ROI Whatis the best way to measure the return on investment for a Flash Mob event? There was no direct revenue generated from the event; However, sufficient branding and awareness occurred with the drawings and attentions from social media channels Lifetime value is the best metric available to measure the ROI from such an event
- 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. Lifetime Value Average customercomes 2 times a month for a year... a single ticket is 10 dollars... The cost to do a campaign to replace such a customer could be approximately 10 dollars... 24 x 10 = 240 + 10 = 250 Therefore the Lifetime value of a non-season ticket holder would be $250
- 37. Cost Per Post Thoughthe Flash Mob was free, we could imagine if it was a paid event... $2500 for staff time / 250 Posts = $10 per post However, this event was free so there was no cost related to this
- 38. Hits Instagram: 10 Followers Pinterest:4 Board Followers Doodle.ly: 8 Drawings 4 Doodlers Foursqaure: 6 Check - ins YouTube: Pre video - 178 views / Post video - 185 views Twitter: Personal Accounts used, Several retweets Google+: 32 Guests, 1 confirmed going, 1 checked in, 1 Hangout joiner SlideShare: 69 Viewers Facebook
- 39. Content There was awide range of rich content involved with the Flash Mob, including Photos, videos, text/status updates, doodles and slide shows
- 40. Content Examples Video, used asa source of teasers and post event content
- 41. Content Examples Updates/Text were usedas teasers and for updating on the progress of the event
- 42. Content Examples Photos were addedas updated content during the event, in effort to attract people
- 43. Content Examples Slide shows were used to as a round up of all the events and channels involved with the Flash Mob
- 44. Content Examples Doodles were usedto engage people who could not be around to draw their chalk drawings
- 45. Successes and Learnings... There was no real interest from the community outside of IMC students that were engaged on social media channels... The event was not very successful considering the objective was to get 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