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

1. Kingston Frontenac’s
Flash Mob Analysis
#Chalkaboutit
Trevor Nugent

2. Channel Analysis
Instagram
Pinterest
Doodle.ly
Foursqaure
YouTube
SlideShare
Twitter
Google+
Facebook

3. Instagram

4. 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

5. Pinterest

6. 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

7. Doodle.ly

8. 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

9. Foursqaure

10. 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

11. YouTube

12. 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

13. SlideShare

14. 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

15. Twitter

16. 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

17. Facebook

18. 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

19. Google+

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: 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

23. 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

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 was used?
What was not used?
What should have been used?
Some missed opportunities...

28. 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

29. 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)

30. 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

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 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

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
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

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 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

37. 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

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

40. Content Examples
Video, used
as a source
of teasers
and post
event
content

41. Content Examples
Updates/Text
were used as
teasers and for
updating on the
progress of the
event

42. Content Examples
Photos were
added as
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
used to 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