Date post: | 16-May-2015 |
Category: |
Education |
Upload: | trevor-nugent |
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Kingston Frontenac’s Flash Mob Analysis
#Chalkaboutit
Trevor Nugent
Channel Analysis Instagram
Doodle.ly
Foursqaure
YouTube
SlideShare
Google+
Instagram Channel
10 Followers for 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
Pinterest Channel
4 followers of 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
Doodle.ly
Doodle.ly Channel
8 Doodles under 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
Foursqaure
Foursquare Channel
6 Check-ins
Issues with 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
YouTube
Youtube Channel
185 Views on 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
SlideShare
SlideShare Channel
69 total SlideShare 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
Twitter Channel
Instead of Tweeting 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
Facebook Channel
25 likes total
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
Google+
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
Channels what was missing...
Followers
Community Involvement
Advertising
Mixed methods of communication with followers
Integrated throughout all social channels
Unneeded ChannelsPinterest: Boards were 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
Cross Media Optimization Strategy
Used a 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
CMOST - Channel Integration
Each channel was unique but central channels such as Facebook and SlideShare were used to navigate users through each Channel used...
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
CMOST - Channel Integration
Some Channels chose to use personal accounts but other used a event account such a ‘Chalkaboutit’ on Instagram
CMOST Summary
What was used?
What was not used?
What should have been used?
Some missed opportunities...
What was used?
Several different digital channels were used including; Twitter, Facebook, SlideShare, Doodle.ly, Google+ and others
Added content such as videos, photos and status updates
What was not used?
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)
What should have been used?
Out of home signage and advertising could have been used to gain awareness
Central accounts
Channel integration
Influencers like the Kingston Frontenacs
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
Details
Messaging: Attempted to communicate 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
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
OPSTA - ROI
What is 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
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
Lifetime Value
Average customer comes 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
Cost Per Post
Though the 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
HitsInstagram: 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
Content
There was a wide range of rich content involved with the Flash Mob, including Photos, videos, text/status updates, doodles and slide shows
Content Examples
Video, used as a source of teasers and post event content
Content Examples
Updates/Text were used as teasers and for updating on the progress of the event
Content Examples
Photos were added as updated content during the event, in effort to attract people
Content Examples
Slide shows were used to as a round up of all the events and channels involved with the Flash Mob
Content Examples
Doodles were used to engage people who could not be around to draw their chalk drawings
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