“Chalk About It” Flash Mob- Final Analysis

Nick RaynerChannel: Doodle.ly

Pre Flash Mob details of Doodle.ly

CMOST and Engagement1. Camille and myself will create the first doodle on Doodle.ly, using the Fronts “K” as inspiration. We will hashtag it and

post it to our personal Twitter accounts.2. Trevor D (or other members of the Facebook team) will take the doodles that were posted to Twitter and post them on

the Flash Mob Facebook Page. 3. The idea is that, much like Google+, people who cannot attend the event can still participate and enter a chance to win

the prize; Tickets to a Kingston Frontenacs game. The images they create can be of the “K” logo, or anything that is obviously Fronts related. We will bring awareness to this by getting as many of the core group to doodle and submit, and like each other’s submissions.

4. We will generate awareness through the Facebook page, as well as our own personal accounts. We will be explaining how it works and commenting as much as possible. We will encourage other sin the class to do the same. In order to publish your doodles on Doodle.ly ,they must login using either your personal Facebook account or your Twitter account. We found it is easier to share on the Flash Mob FB page if it is posted to Twitter first, and then reposted. This way, we can also take advantage of the hashtag.

5. We are going to encourage all the students in our class to create their doodles before the flash mob and post it on the Facebook page (event build-90,) share it through Twitter (with the hash tag) and get them reposted on FB.

6. Trevor Nugent and his Google+ teamwill encourage their participants to draw doodles of the Fronts logo and anything Fronts related, have them post on the Facebook page, share it with their friends and tweet it on their accounts using the hashtag. This will tie together the whole “you can still participate form afar” messages.

Doodle.ly Debrief

» Not very successful, only had five people participate in the doodle challenge on Doodle.ly, including the team members.

» There was not enough communication between us and the people who should have aggregated the content.

» The process was too complicated: draw a thing on the site, post it toT witter, then take the link and post it to a Facebook page.

» We could have brokered deals with influencers (team members, local sports enthusiasts, etc.) to become advocates of the event.

» Some classmates did more than one. » It would have been impossible to keep track of tweeted doodles if the

person didn’t use the hashtag. Once on Twitter, it was easier, but it was also easy for people to miss steps or lose interest.

» Not a good channel for this type of event.

Doodle.ly

Analytics- Doodle.ly

» 13 Doodles drawn and posted until the end of the event.

» Three tweets made about people’s doodles.» 12 post/ updates on the Facebook page (reposts of

Twitter uploads and instructions.)» 25 people like the Facebook page, so 25 people saw

the updates ( at least.)» They were shared on other people’s accounts, and

their “likes” appear on timelines as well..

Instagram-Debrief

» “Went well.”» A lot of pictures.» Only one account, couldn’t reach as many people (Instagram is

software that is best integrated into OTHER social networks, like Doodle.ly.)

» Unable to upload pictures from Instagram directly onto the page Chalk About It Facebook page.

» The pictures didn’t really go anywhere.» Only ten followers, not a lot of followup afterward or spreading

of images.» 50 pictures in total.» There was not enough time to set up a good data base and

establish a community (again, Instragram is a tool.)

Pinterest- Debrief

» Not successful.» There were only four followers.» Not enough content to post (it all came during

and after.)» The team did a lot of activity (what they could)

but the community wasn’t there to respond. » More time would have been better; a

community needs to be built.

Foursquare- Debrief

» Not successful.» Not many people use the platform, only 6 check-ins

were made all in one spot: the Market Square check-in. All of those people were from the class.

» The team could have used Twitter integration to raise more awareness for the platform, check-ins and what they were doing via tweets.

» FourSquare works best when it has a community to work with, or people know what is happening. Nobody can “check in” to a thing that is sudden and surprising.

Youtube- Debrief

» Fairly successful; pre and post videos.» The pre video could have been “more fun and

interactive.”» They should have done more planning, and

brought three cameras; one for each team member, and have a members positioned at each station (FourSquare check in.)

SlideShare- Debrief

» Not very successful.» 2 slideshows: one before the flash mob and one after. It was focused on

how people should get there and how they could participate (was not utilized by our group.)

» Had 15 followers.» They should have tested wifi in Starbucks to ensure their power point

and pictures could be put up on time (they were unable to have much activity during the event.)

» If they brought a camera cord, they could put pictures/content up faster.

» A good platform to communicate effectively to the participants exactly what’s going on regarding the flash mob (internal usage?)

» The team thought it was “perfect for the flash mob.”

Twitter- Debrief

» Fairly successful. Twitter is the primary tool used for most flash mobs.

» The team was tweeting before and during the flash mob, using their own personal accounts. It was quick, up to date, and utilized by other groups (like ours.)

» They felt like they didn’t have enough time to create a new account for the Flash Mob specifically, and gain a good amount of followers (again, issues with “community”.)

» It was a big aggregator for other content being posted (you can combine all hashtags from images on there.)

» They thought this was an excellent tool to use for a flash mob. » For next time, it would be ideal to start promotions sooner, and

use in stronger partnership with the Facebook page.

Facebook- Debrief

» 25 “likes.”» The team had to “remind” classmates to like the page

and comment on it. » They shared all the platforms after the event; all the

other teams.» The map was posted on the wall before the event,

acting as a central hub for the information» The page had better engagement after the event.» They tried to keep be proactive by encouraging people

to use the other platforms and the Facebook team themselves using the platforms.

Google Plus+ - Debrief

» Created a “hangout,” and invited 32 guests. » Only one person checked in and only one person

actually participated in the hangout.» They did all the same things as Facebook, except post

links to other platforms, and were not as aggressive in their outreach.

» The team used their own personal accounts, like Twitter.

» Again, need more time for community building.

Mistakes & Missed Opportunities

» If we had brokered deal with local influencers, we could have gained more organic support » Pre-event planning: All channels should have been given the opportunity to start building a

community earlier. This would not have been a flash mob, but by definition, what we did was not a flash mob either.

» Check in point at the Metro didn’t have enough audience. Bad location. Sacrifice traffic for space.» Needed thicker sidewalk chalk (it kept breaking.)» The fronts were in town the day of the flash mob; we could have involved them.» Missed out on the usage of traditional media, could have been helpful. If it is a big event, bring in

other media, or at least alert them.» Too many stations and way to far apart from each other, should have used one locations. We

brought in a group to Market Square to gain buzz but they wouldn’t walk all the way up to Division.

» Very little communication between channels.» Pick a time with nicer weather, or an interior location where the lighting and temperature are

controlled.» The planning stage was too long. Took too long to crowdsource an event.

Content- what worked/ didn’t work/ style difference

» Could have used more pre-event content to encourage participation, similar content should have been used and integrated throughout all the channels.

» YouTube videos were made at the best of their abilities.» Too many channels, too much division of labour. » Should have put out more content sooner, since we focused so much on pre-event

media.» Not enough followers on any channel; need communities to share content. » No communication between channels.» Pinterest, Doodle.ly, and Slidehare should not have been used. » For post-event coverage, Tumblr could have been utilized in the same way as

Facebook.» Too much focus on pre-event exposure, not enough on post-event exposure.» Facebook was not the hub it should have been.» For such a small flash mob, fewer channels would have been more effective. » More participation with the Fronts team, even on an individual basis (influencers.)

Top Successes

» High-traffic locations for events » Leaning experience.» Class participation- first and third years. Could have used more SLC support.» It was fun and a good experience. » Twitter CMO success. » The YouTube submissions had 173 views for each video.» Google+ Hangout was an idea we have seen successful elsewhere and could have

been great.» A lot f pics were twitter and the hashtag was used. » Multiple channels, multiple audience demographics.» We learned something new. » We learned how to use channels in different ways and really discover their

influence and full potential. » Had a random person join and ask what we were doing.

Recommendations

» Either pick a better season and time, or pick an interior location for the flash mob.

» Use Kingston Frontenacs Players, as well as local sports figures.» Should have started planning sooner to have more followers on different

accounts. » No social network was used to its full potential. More communication,

make every social network a stronger element, or jettison them entirely. » Use one location for the flash mob; fixate everyone on one area.» Restrict chalk colours to Kingston Frontenacs colours. » Have flash mob on the weekend, for kids. » The project should be expanding the focus of the core event. If we wanna

make it big, use email, Twitter, and FB to recruit people to get online people into the real world. Use it attract a core group rather than an audience.

CMOST- used/not used/should have been used/ miss opps

» Could have had more integration with various media outlets within SLC.» More followers could have brought local people to the flash mob. Community building.» Google hangout was not used to it full potential.» Slideshare allowed for a quick view of all channels used and how to engage, could have

started sooner and had more customization with visuals. » All social platforms were used; too many outlets, should focus on the few that serve

the event.» Should have created specific accounts rather than relied upon the personal accounts of

team members.» Weak integration of channels. » Multiple digital channels used with video, photos and digital communication- did not

use traditional media, purely digital.» Should have gained the support of Fronts and local businesses downtown. » Twitter engaged and shared most if not all other channels.

Channel Choices - missing, didn’t need, target market challenges

» Too many channels for such a simple flash mob.» Channels for a flash mob should mainly be used for planning. Photos

afterwards.» No coordination between channels, should have been more integrated. » Facebook was not updated well, didn’t integrate the channels enough. » Don’t use Pinterest or Doodle.ly; not suited for the event.» Didn’t reach the market we wanted because we didn't have time to grow our

followers. Should have used the fronts fan base/ social media accounts. » Pinterest did not reach our target market, do not use unless a long-term

strategy.» Too many channels, too much confusion, needs to be a focused event. » Should have used email component. Possible email invite from Google

hangout.

If you worked for the Fronts Marcom, what do you think of the flash mob?

» Flash mobs need to be quicker and louder.» Not enough return on investment, although free; does not gain anything for the

brand.» Kingston Frontenacs team should have been involved from the start

(combination of resources, including social networks and media contacts.)» Flash mobs get achieve their worth in the following weeks. Flash mobs need PR

and social media networks to send out pictures, videos, and stories.» No obvious damage to the Fronts reputation but no results (not focused

enough?)» Locations that were drawn on could have caused bylaw infractions with City of

Kingston (if they found out it was organized.)» Flash mob was helpful in terms of knowing what not to use or do.» Plan could have worked if there was more time and communication provided. » Not organized enough to show significant ROI.

Tactics

» Flash mob was too long (an hour is not a “flash.”)» Lack of engagement and integration of the other channels made everything confusing.» Chalk points for the flash mob were too far apart. » The timing was a little late, 4:17pm, it started to get dark- Google hangout video

quality suffered. » Should have picked a location inside (or a more controlled environment.)» Each check point should have been in the Google hangout. » Facebook did some promotion of other channels, not enough, should have

encouraged users to post links of other platforms on their personal accounts. » Location at market square was great; should only have done the flash mob in the

market square. » Should have started the accounts well in advance to gain more followers. » Could have had it in a more high-traffic area where people are standing around, like a

bus transfer point.» As a class could have done a flash mob and then use various channels to promote the

flash mob an see how much buzz we could generate

Influencers

» SLC Professors: Kathy Patterson, Lindsey Fair, Jim Elyot, Frank Armstrong

» YMCA SHAC staff» Include more IMC students with more incentives for

them to participate. » The only influencers we had were the class, reaching out

to their followers.» More time would have meant more media coverage, but

meant it wasn’t a FLASH mob» Find more Sports fans. » Could have used more SLC support; internal promotion.