Social Media Analysis Christie Beaulieu Gretchen Domm Thomas

Social Media Analysis Christie Beaulieu Gretchen Domm Thomas Amling

Go. Pro & Social Media 89% of Go. Pro’s target market, Millennials, use social media websites. (Google Trends: gopro, social media) Statistics show that Go. Pro’s social media marketing campaign has driven the success of the product. In the modern world, social media consumers are crunched for time and, according to Pew Research Center, they favor visual postings that are short and compelling. Because images can be processed and interpreted 60 times faster than words, Go. Pro’s video and photo postings give their audience what they want and allow them to share the postings and comment their feedback to boost engagement. Social Media Trend Increase vs. Go. Pro Usage Increase Red = Social Media consumption Blue = Interest in Go. Pro 2

Social Media Overview Go. Pro practices evolutionary marketing, identifying the advertising potential of user-generated content. That is, gaining product awareness and promotion via content posted by actual Go. Pro users. Winner of the 2014 Webby Award for “Overall Social Presence” Social Media Sites: 60% Strength (likelihood Go. Pro is being mentioned on Social Media) 39 seconds average per mention Number of mentions by sentiment: (7 positive : 1 negative) • 62 Positive • 247 Neutral • 9 Negative Instagram Twitter Instagram 8, 350, 281 likes 1. 38 million followers 4. 5 million followers 18, 300, 000 tweets 1, 561 posts Postings date back to 2009 Utilizes the 3 social media powerhouses (Social Mention) 3

Facebook Brand. Love Score 6 Consumer rating scaled 1 -10 Facebook page primarily used for sharing user-generated content such as #Photo. Of. The. Day and #Video. Of. The. Day. Page is also used for occasional promotions and giveaways. (social bakers) 4

Twitter Klout score of 79 Scored between 1 -100 • This number represents your influence via social media. The + influential the higher the Klout Score. • Posts link to Facebook, Instagram and their domain website for widespread publicity. • Use to promote new products (as seen on the right) 5

Instagram is an interactive way to share experiences with friends through pictures to create “a world more connected through photos. ” Go. Pro utilizes Instagram to share pictures taken on their versatile cameras with their 4. 5 million followers. 1 200 000 Followers have the option of submitting photos online or connecting to Go. Pro’s official site via “hashtags. ” Shown on the right are the most popular hashtags displayed by usage in the thousands. 1 000 800 000 # of times used Go. Pro connects with their followers by giving them the opportunity to be featured on their Instagram feed. In their bio, Go. Pro encourages active users to submit their favorite photos. These submissions are then posted or awarded “Video of the Day, ” “Photo of the Day” or “Creator’s Choice. ” 600 000 400 000 200 000 - #goprooftheday #goprohero 3 #goprohero Hashtags #goprouniverse (websta) 6

The Conversation Exploring all social media sites, Go. Pro is striking up conversations with their customers. Go. Pro’s postings are mostly user-generated media, no in-house media! #Hashtags that connect consumers with similar posts ‘Photo of the Day’ & encouragement for consumers to share footage ‘Leave a comment’ option allowing consumers to post opinions. On Facebook, Instagram and Twitter, users have the option to tag other users in their comments thus spreading awareness and widening the conversation. 7

The #Hashtag Movement # + Link = More Engagement The “hashtag” was created by twitter to categorize similar tweets and hyperlink tweets to search results displaying all tweets that have every used the hashtag. Hashtags help drive engagement. Tweets utilizing hashtags, when compared to tweets with out, show 12% more engagement. This increases with Go. Pro’s campaign that encourages consumers to post and share their photos. With one click of #gopro consumers are exposed to 10, 397, 837 shared photos. (Websta – Instagram 8 Web Viewer)

Conversation Themes Neutral Positive • 97% Positive overall • Sentiment Score: 7 • Higher than any hardware company in the world. • @billytaylor 90 “Glad our @Go. Pro camera captured arguably the best moment of the season so far!” • Sentiment Score: 247 • People are using the product and primarily posting the media they create without posting direct positive or negative comments about the brand as a whole. • @hawaiiaquaholic “Hawaii sunsets are the best #maui #gopro” Incl. photo • Majority of Social Media comments are users sharing photos with other followers – spreading the conversation. Negative • Sentiment Score: 1 • Can be attributed to issues consumers have had with products and social media spam. • Justified because Go. Pro pays high attention to social media accounts and it a direct way to get in contact with the company. 9

Brand Archetype based on social media themes Go Pro’s slogan is “Be a Hero” Explorer The freedom to find out who you are through exploring the world. Creator Capturing life’s beauty and experiences by creating videos and photographs. Hero 10

Key Takeaways Social Media Campaign • Across the social media platforms Facebook, Twitter and Instagram, Go. Pro is effectively using all three. • Gains most of its brand awareness and promotion via Social Media postings Consumer Involvement • Go. Pro Social Media postings are 90% user-generated content • High consumer involvement • Use of universal hashtags that link Facebook, Instagram and Twitter Feedback ero. H a Be • Needs to work on promoting positive conversation • Today, most of Go. Pro’s feedback left on Social Media is neutral sharing of media • Sharing is good for brand awareness but the brand needs more brand-specific positive comments to boost reviews 11

Works Cited Bar-Joseph, Uri. "5 Brilliant Ways to Use #Hashtags in Social Media Marketing. " Search Engine Watch. N. p. , n. d. Web. 15 Apr. 2015. Bobowski, Kevin. "How Go. Pro Is Transforming Advertising As We Know It. "Fast Company. N. p. , 01 July 2014. Web. 15 Apr. 2015. Duggan, Maeve, Nicole Ellison, Cliff Lampe, and Mary Madden. "Social Media Update 2014. " Pew Research Centers Internet American Life Project RSS. N. p. , 09 Jan. 2015. Web. 15 Apr. 2015. "FAQ. " Instagram, n. d. Web. 15 Apr. 2015. "Social Networking Fact Sheet. " Pew Research Centers Internet American Life Project RSS. N. p. , 27 Dec. 2013. Web. 15 Apr. 2015. (Link from Gretchen) 12