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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.