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Analysis of Social Media for 3D Robotics
Executive Summary
Since it’s foundation in 2009, 3D Robotics has established a community in the
United States and is slowly spreading to other countries.
To further their engagement, they have introduced user experiences, created a
variety of content, participated with other communities, and provided a consistent
level of activity across all channels.
By continuing to implement and improve these strategies, 3D Robotics’ success will
continue to grow.
Landscape
49.7K 1 post/day Early Adopters Monotone
49.3K 1 post/day New and current Monotone
135.8K 1 post/day New and current Monotone
29.9K 1 post/week Engager Technical
Following Frequency Stage Tone
Trends- Conflicting customer support and interactions
- Technical tone of voice
- Instructional guides and manuals
- Similar content on each channel
- Brand content overpowers the user experience
Scorecard
5 - Excellent
4 - Good
3 - Average
2 - Below Average
1 - Poor
Evaluation Criteria:
- Content
- Channel
- Audience
TwitterSuccesses:
- Beginning to establish a good flow of shared user content
- A steady update frequency
- Using a lot of footage
- Varied mix of content
- #FLY3DR
TwitterFails:
- Content often presented in “nerdy” manner
- Relies on audience being tech savvy
- Room for a more upbeat copy
- Needs more beautiful footage
- Monotone presentation
- A lot of footage of stationary drone
- Overall just uses Twitter as platfrom, nothing more
Score: 3 - Average
InstagramSuccesses:
- Engagement has been established with #FLY3DR
- Consistent level of activity
- Introducing user experiences
InstagramFails:
- Interactions between brand and users
- Listening to users’ interests to create anticipation
- Function v. Execution
Score: 3 - Average
FacebookSuccesses:
● There is always a link which leads audiences to their blog in the end of each post.
● 3DR has a hashtag #FLY3DR for people to use when sharing their experiences online.
● 3DR has some videos of other sports and tries to connect with other communities.
● 3DR shares and tags audiences' photos to create some interaction with people.
Fails:
● Ignoring people’s voice.
● Listening to users’ interests to create anticipation.
● Wrong tone of voice.
Score: 2 - Below Average
FacebookLINK INTERACTION
HASHTAG COMMUNITY
FacebookIGNORE PEOPLE’S VOICE WRONG TONE OF VOICE WRONG POST
Youtube The "hero, hub, and hygiene" strategy
Successes:
- Large-scale and ‘go-big’ moment
- Helping navigate products by how-to videos
Hero
Hub
Hygiene
Fails:
- A lack of excitement of Hub content
- A lack of interaction or communication Score: 3 - Average
Social OverviewBranded Content,
PromotionsThird-Party Stories
about the brandLifestyle Content
Customer Stories
Real-time or Agile content
Good Average Poor Average Below Average
Good Below Average Average Average Average
Good Average Average Below Average Average
Good Below Average Average Poor Below Average
Poor / Below Average / Average / Good / Excellent
Oppurtunities/ recommendations1. Hire a community manager.
2. Consider partnerships and joint ventures.
3. Encourage and embrace shared content from users. It’s free publicity.
4. Join other video-sharing platforms (Vimeo, Vine, Snapchat).
5. Expand international market.