Listening to GoPro’s Inbound Marketing & Social Discussions
GoPro is an American company that manufactures action cameras and develops its own mobile apps and video-editing software to be used with their cameras. GoPro takes advantage of user generated content (UGC). By having their customer’s user their cameras to create content, GoPro has amassed a following on Instagram of more than 16 million users. “In effect, with Instagram, YouTube, Vimeo, and its other social accounts, GoPro enables its fans and users to market for them — all GoPro needs to do is provide the camera.”₁ GoPro has two extremely popular hash tags, #gopro and #goprohero. You can type these hash tags into most social media applications to retrieve a listing of content generated using those hashtags as well as others.
If are you not familiar with the term social listening, MarketingLand has a solid definition “Social listening is the process of tracking mentions of certain words, phrases, or even complex queries across social media and the web, followed by an analysis of the data.” ₂
When users post content online using the words GoPro, gopro, goprohero or any other words containing some form of gopro along with using the hashtags, these elements get indexed by crawlers that allow for reporting to be done on them.
What is being said about GoPro’s products by their customers on social media? Below is a list of customer concerns from PlusYourBusiness that are being voiced on social media regarding GoPro’s camera products:
- Software
- Battery
- “image quality” OR “video quality” ₄
I don’t think the aforementioned list is a big surprise. When you are using a camera of any kind, battery life and image quality are probably a person’s biggest concerns, so it’s not surprising to see them both at the top of the list.
If you are not familiar with GoPro or want to know more about the company as well as the product, below is some information about their latest product.
Vimeo has a really interesting animated info graphic on GoPro’s social mentions. Please see the following link for more details, https://vimeo.com/289210229
Keyhole is another popular social listening tool. Below is a list of the top mentions over time about GoPro. Since I’ve only had the account for a short time, there isn’t a lot of data. However, as you can see, there is still plenty of information that can be obtained.
This is another screenshot from Keyhole showing all the mentions of GoPro within several online posts.
References
marketingland.com (2019) Social listening: what it is, why it matters, and how to do it retrieved from https://marketingland.com/social-listening-267175
Jessica Oaks (2016) GoPro and 3 Other Brands that Understand Importance of Social Media Integration retrieved from https://www.socialmediatoday.com/social-networks/gopro-and-3-other-brands-understand-importance-social-media-integration
1000heads.com (2019) How A.I. helped GoPro transform its social listening strategy retrieved from https://1000heads.com/work/gopro-ai-social-listening/
Julie Hong (2015) The Impact Of Social Media Listening On Customer Reviews: The Case of GoPro retrieved from https://blog.plusyourbusiness.com/the-impact-of-social-media-listening-on-customer-reviews-the-case-of-gopro