Read below. What is your take away? What can you add to it? Your work should be minimum 150 words.
GoPro is a company that has come of age during the social media marketing (SMM) revolution by producing action- capturing cameras for uploading videos to various social media sites (Nimeh, 2012). It utilizes Instagram, YouTube, and E-Mail marketing to great effect because it relies on user-generated content to promote the product, which these mediums allow (Roberts, 2017). The niche communities it seeks have leaders who spread information about GoPro, to increase organically built trust and loyalty (Nimeh, 2012). Almost shunning traditional means of advertising media, it employs highly regarded community individuals, who hold much sway on opinion and use this as its foundational marketing strategy (Keller, 2017).
Instagram
Their specific #communities is what marketers have said is GoPro’s “bread & butter” when it comes to SMM marketing (Nimeh, 2012). It has learned to bypass vast amounts of data and give the product to a few select niche community leaders (Keller, 2017). An example might be that of a snowboarding group of friends (Group A) who have uploaded videos and images for friends, family, and others to comment on. A highly ranked video attracts new viewers or subscription followers to comment, ask, review etc. on what Group A members are doing/have done, what equipment they use/d, or where they snowboarded, recommendations etc. These tight-knit groups create influential communities that expand with every video regarding GoPro products that build trust and loyalty to the brand through this effective marketing method (Nimeh, 2012).
YouTube
This medium is the epicenter of their video-centric product focus. All users of GoPro cameras have, at some point in time, uploaded a video on YouTube (Keller, 2017). This SMM platform is tailor-made for it to reach a vast amount, of potential customers because videos are its prime focus. It has its own channel where it invites users to enter its “Video of the Week” award, assuring the winner of a viral video (and free promotional publicity). This creates a close relationship with the brand as more and more people have become accustomed to capturing their life’s moments (Nimeh, 2012). No other brand has a presence on social media like GoPro and their name is starting to be synonymous with action-camera captured video. Cell-phone cameras are by far the most used video recording device, but the next most-exploited device is a GoPro (Nimeh, 2012).
E-Mail Marketing
E-Mail Marketing also plays a role in its digital marketing as it seeks to personally communicate with users, show new products, gives discounts to existing customers who have created an account on its website, and allows trade-in on old cameras to purchase new ones (Roberts, 2017). It specifically targets existing users to solidify the bond between user and brand and not waste marketing efforts on other, less effective means (Roberts, 2017). The ability to allow trade-ins has been widely discussed on social media and has created a buzz in the GoPro community to create an account (Keller, 2017). This has turned vast amounts of customer data it decides to use for activity-focused marketing campaign which boosts sales of newer products and aimed directly to the target segment because of the degree in the personalization of the message. They also do not waste resources sending mass emails, only to users themselves.
The only thing I dislike about GoPro marketing are some austere, questionable commercials it produced in its early stages and did not carry the home-grown feeling of trust. What I do like is GoPro’s honest use of electronic word-of-mouth (eWOM) (Nimeh, 2012). This is so valuable, and GoPro has capitalized on this marketing method through SMM videos from users themselves. Experts have stated that GoPro has contributed to the rise in SMM because of how images help portray mood and lifestyle that users have an obsession to share with others (Nimeh, 2012). GoPro has manipulated the product into its marketing apparatus and made users into the marketing department (Nimeh, 2012). It collaborates marketing strategy with customers, and not to them are the reasons why GoPro has become successful at producing a high frequency of repeat sales and captures new sales, therefore it boasts some of the best product conversion rates with its marketing (Keller, 2017).

References

Keller, D. (2017, Apr 27). Brand Analysis — GoPro. Retrieved from https://medium.com/: https://medium.com/brixenlabs/brand-analysis-gopro…
Nimeh, G. (2012). Marketing (00253650). TECH, p. 17.
Roberts, L. (2017, Mar 22). GoPro Brand Assessment. Retrieved from www.slideshare.net: https://www.slideshare.net/LizanneRoberts/gopro-br…