1. Kingston Frontenac’s Flash
Mob Analysis
#Chalkaboutit
by: Michelle Pizzinato

2. Channel Analysis
Doodle.ly
Instagram
Facebook
Twitter
Pinterest
Youtube
Four square
Google Plus
Slideshare

3. Instagram
1o followers on the Chalkaboutit instagram
account. Needed to have a better follower
base.
The instagram account was integrated with
twitter - had issues tweeting to the
@chalkaboutit twitter, would of been good to
integrate with more social channels.
Only one person could sign into the chalk
about it account on instagram - which
resulted in having to use personal account to
upload the pictures.

4. Pinterest
Needed more people to be following the board - Only had four followers
Posted photos to create interest
Posted teasers (Frontenac related pictures)
Wanted people to re pin to their personal boards.

5. Doodle.ly
Not enough doodles, only
four different doodlers
Could not add doodles to
Facebook page - only
appear on personal feeds
Determined to not be a
good platform for flash
mob
Best works if used with
several channels

6. Foursquare
It is good for metrics - allows
you to see who is at event
Should use with twitter
Issues because people didn’t
catch on to use it
Only six check-ins

7. Youtube Channel
185 total views on post event
video and 178 on pre event
video
Could of put more time into
the pre event video and
made it a couple weeks
before the event

8. Slide Share Channel
Slide show was made pre and post
event
Included directions of Flashmob and
summary of all channels
Issues with loading pictures which
prevented some from being uploaded.
Should of tested wifi hotspots.
Good to use for a flashmob
Over 60 views on both slideshows

9. Twitter Channel
Questions were being asked in person
instead of tweeting to the hashtag
Tweeted with both personal accounts
and used hashtag #chalkaboutit
Good tool for a flash mob
Start using handle earlier to build a
follower base
Retweeted all photos and posted pre
event and day of event

10. Facebook
25 likes
People should of shared the page more
with their friends so that more people
would of saw the Facebook page
Posted other channels stuff such as
Youtube Video, Doodly and Slide share
Good tool to build attention with maps
and pictures
Used to Curate other channels Content

11. Google +
32 guests, 1 confirmed going, 1 checked in
Used google hangout to visit each station
Used personal accounts to update about the event
Did not use ‘party mode’ with instant photo sharing to the
event which would of helped create awareness that the
hang out was happening.

12. CMOST(Cross media
optimization strategy)
Messaging - Communicate the detail of the event
timing- Details of the event happened several days prior to the event
community building- Attempted to create a event to create more
awareness for the Kingston Frontenacs
engagement: Attempted to engage followers with multiple channels
and various content types to create awareness of the flash mob
rewards- Tickets

13. CMOSt Summary
What was used?
What was not used?
What should of been used?
Missed Opportunities

14. What was used?
Multiple social Channels/platforms were used.
Different types of content: pictures, videos,
slideshows, status updates.

15. What was not used?
Channel integration through out all accounts
Traditional media was not used due to the fact
this was an all digital campaign - Use of
traditional campaign with the digital could of
helped increase awareness

16. What should of been
used?
Facebook event feature
Central accounts
Channel integration
Influences like the Kingston Frontenacs
Traditional media

17. What should of been
used?
Facebook event feature
Central accounts
Channel integration
Influences like the Kingston Frontenacs
Traditional media

18. Missed opportunities
Prizes
Frontenacs to attend event
Could of captured attention of local news
MORE FOLLOWERS = Better turn out

19. CMOST: Improvements
If this wasn't an all digital flash mob, traditional media should of been added to help create awareness.
(Outdoor and print)
More time to build up followers would of brought more people from the community to the flashmob.
Facebook event would of been useful rather than just a Facebook page
No traditional was used - Outdoor advertising, print could of been helpful
If the accounts had time to build more followers more people from the community would of maybe showed up
for the flash mob
Facebook event could of allowed for us all to invite our friends to come to the event
Central accounts instead of personal accounts
Integrated all accounts together
Should of got the Frontenac players to come chalk about it

20. CMOST: Improvements
If this wasn't an all digital flash mob, traditional media should of been added to help create awareness.
(Outdoor and print)
More time to build up followers would of brought more people from the community to the flashmob.
Facebook event would of been useful rather than just a Facebook page
No traditional was used - Outdoor advertising, print could of been helpful
If the accounts had time to build more followers more people from the community would of maybe showed up
for the flash mob
Facebook event could of allowed for us all to invite our friends to come to the event
Central accounts instead of personal accounts
Integrated all accounts together
Should of got the Frontenac players to come chalk about it

21. Analytics - HITS
Doodle.ly = 8 drawings, 4 doodlers
Instagram (chalkaboutit)= 10 followers
Facebook= 25 likes
Twitter= 137 views
Pinterest = 4 followers
Youtube= 363 total views
Four square- 6 checks ins
Google Plus= 1 check in (32 invited, 1 confirmed)
Slide share = 120 views

22. Analytics OPSTA-ROI
OBJECTIVES: create awareness and buzz for the Kingston Frontenac, get people
from the community to participate in flashmob
PEOPLE: Capture the attention of Kingstonians and make an impact on the
community creating buzz for the Frontenacs
STRATEGY: Use a wide variety of channels and content to engage users
TECHNOLOGY: Use technology to help get our message across through several
social media platforms, uses mobile devices to post during event as well use tools
such as cameras and video cameras to document event
ACTION: A flash mob to create awareness for the Kingston Frontenacs. Chalk
about it - drawing K’s in three locations in the downtown area

23. Analytics Measuring ROI
No revenue
Brand awareness created for the Frontenac through the drawings and social
channels could result in community interested in going to a game
Life time value - Example
Average Frontenac customer comes 10x a year for 2 years
Ticket price is $10 dollars
10 (/year) x 2 (* 10) + $10 = $210
But as a result, we didn't gain the attention of the community so if we were
getting paid to do the event we would of been fired.

24. Content Summary
Slide share:Two slide shows - pre and post event
Youtube: Two videos - pre and post event
Instagram: 46 photos
Doodle.ly: 8 photos were posted
Foursquare: 3 check in spots were created
Pinterest - 6 teasers, 16 other (maps, slide share, details ect.)
Twitter: Personal channels were used to tweet to hashtag #chalkaboutit

25. Content Media
Content include:
Slideshows - to give information, discuss channels, and summarize the event after
it took place
Photos - to document the event and update to social channels to create awareness
Video - to invite community to event and as well summarize the event in an
engaging video
Status Updates - posts were made reminding community about event, teasers, and
sharing other channels
Drawings: were used to create awareness and as well give an option for people to
participate with out going to the event

26. Slideshows... Content
Text updates...
Text
Text
Text
Text Doodles
Video...

27. Channels
What were we Missing?
What channels didn't we need?
Target market challenges

28. Channels What was
missing?
Integration throughout all social channels
Strong follower base
Advertising
Community involvement
Side walk chalk was not in Frontenac colours
Missed communication with the frontenacs

29. Channels Which ones did
we not need?
Pinterest - Not right for target market - boards were not popular
Doodly.ly- This was a unique way to allow users to participate with out going to the
event but was not great for creating awareness specifically for the Kingston
community and our target
Foursquare- Not enough awareness
Google + : Invites to the event and Hangout wasn't a necessary component. Could
of invited people through a Facebook event instead which is more known to our
target.
Instagram: Could of posted pictures directly to Facebook or to Twitter

30. Was the event
successful?
The turn out was not great - Didn't reach the community, The community
wasn't very interested in participating.
People did use their channels actively but with out followers it didn't create
maximum awareness - needed time to build follower base
Participants were mainly students from the imc program
Was not very successful due to lack of participation from the community -
The objective was to influence the Kingston Community and create buzz for
the Kingston Frontenacs