kingston frontenacs - chalk about it flash mob

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Frontenac’s Flash Mob Analysis #Chalkaboutit Trevor Nugent

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The students of Advertising - IMC performed a Flash Mob! Using only digital channels, see how successful we were and how me measured it!

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Page 1: Kingston Frontenacs - Chalk about it Flash Mob

Kingston Frontenac’s Flash Mob Analysis

#Chalkaboutit

Trevor Nugent

Page 2: Kingston Frontenacs - Chalk about it Flash Mob

Channel Analysis Instagram

Pinterest

Doodle.ly

Foursqaure

YouTube

SlideShare

Twitter

Google+

Facebook

Page 3: Kingston Frontenacs - Chalk about it Flash Mob

Instagram

Page 4: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 5: Kingston Frontenacs - Chalk about it Flash Mob

Pinterest

Page 6: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 7: Kingston Frontenacs - Chalk about it Flash Mob

Doodle.ly

Page 8: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 9: Kingston Frontenacs - Chalk about it Flash Mob

Foursqaure

Page 10: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 11: Kingston Frontenacs - Chalk about it Flash Mob

YouTube

Page 12: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 13: Kingston Frontenacs - Chalk about it Flash Mob

SlideShare

Page 14: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 15: Kingston Frontenacs - Chalk about it Flash Mob

Twitter

Page 16: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 17: Kingston Frontenacs - Chalk about it Flash Mob

Facebook

Page 18: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 19: Kingston Frontenacs - Chalk about it Flash Mob

Google+

Page 20: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 21: Kingston Frontenacs - Chalk about it Flash Mob

Channels what was missing...

Followers

Community Involvement

Advertising

Mixed methods of communication with followers

Integrated throughout all social channels

Page 22: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 23: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 24: Kingston Frontenacs - Chalk about it Flash Mob

CMOST - Channel Integration

Each channel was unique but central channels such as Facebook and SlideShare were used to navigate users through each Channel used...

Page 25: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 26: Kingston Frontenacs - Chalk about it Flash Mob

CMOST - Channel Integration

Some Channels chose to use personal accounts but other used a event account such a ‘Chalkaboutit’ on Instagram

Page 27: Kingston Frontenacs - Chalk about it Flash Mob

CMOST Summary

What was used?

What was not used?

What should have been used?

Some missed opportunities...

Page 28: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 29: Kingston Frontenacs - Chalk about it Flash Mob

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)

Page 30: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 31: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 32: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 33: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 34: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 35: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 36: Kingston Frontenacs - Chalk about it 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

Page 37: Kingston Frontenacs - Chalk about it Flash Mob

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

Page 38: Kingston Frontenacs - Chalk about it Flash Mob

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

Facebook

Page 39: Kingston Frontenacs - Chalk about it Flash Mob

Content

There was a wide range of rich content involved with the Flash Mob, including Photos, videos, text/status updates, doodles and slide shows

Page 40: Kingston Frontenacs - Chalk about it Flash Mob

Content Examples

Video, used as a source of teasers and post event content

Page 41: Kingston Frontenacs - Chalk about it Flash Mob

Content Examples

Updates/Text were used as teasers and for updating on the progress of the event

Page 42: Kingston Frontenacs - Chalk about it Flash Mob

Content Examples

Photos were added as updated content during the event, in effort to attract people

Page 43: Kingston Frontenacs - Chalk about it Flash Mob

Content Examples

Slide shows were used to as a round up of all the events and channels involved with the Flash Mob

Page 44: Kingston Frontenacs - Chalk about it Flash Mob

Content Examples

Doodles were used to engage people who could not be around to draw their chalk drawings

Page 45: Kingston Frontenacs - Chalk about it Flash Mob

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