Flash Mob Analysis

Chalk About it By: Brittany Rennick

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.

Summary

Channels Used: Facebook YouTube

SlideShare Twitter

Instagram Google + Doodle.ly Pinterest

FourSquare

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

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

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 #chalkaboutit hashtag

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

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

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

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

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

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

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

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

Class Debrief

The following slides include the class debrief in the form of group notes on the flashmob.

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

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)

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

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

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

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

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.

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.

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.

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

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.