Monitoring the works with social monitoring tools for GoPro

Written on Saturday, 21 September 2013 by Chris Vo

I have covered in earlier blogs the benefits of implementing social media technologies from a wide range of organizations. This week we gauge on GoPro's social media performance using the social monitoring tool, RowFeeder.


GoPro


You might have heard of the extensive and highly versatile camera manufacturing company, GoPro. GoPro is a brand of high-definition personal cameras, often used in extreme action video photography. They are known for being lightweight, rugged, wearable (head-mounted) or mountable in unusual places such as outside planes, cars, or boats.

I've chosen GoPro as my rat for this social monitoring tool experiment. GoPro has a high involvement in social media and popular range of products, I thought it would be the perfect company to monitor socially. So let's see how well they performed according to RowFeeder.

Row Feeder

RowFeeder works well with tracking posts and tweets on Facebook and Twitter. What makes
RowFeeder different from their competitors is that it provides users with the raw data you need in flexible, familiar excel reports. Simply input your term that you would like to track and  raw data is delivered in a spreadsheet. The service will then use the Google search database to track down all trends, tags, conversations and mentions of the term on Twitter and Facebook for up to about 20,000 hits. This process can take a long time depending search term.

There were some  pro's and cons' that I found while I was socially stalking GoPro. These apply to both the free and paid versions of RowFeeder  (I have tested each account type).

Pro’s

There are a wide range of report types you could generate. I was able to save a report into excel format from one of 7 report types below:
  1. Volume and Time Analysis -- See when people are talking and measure the size and velocity of the conversation.
  2. Conversation Driver Analysis -- See what people are talking about. Search the underlying themes within the conversation.
  3. Location Analysis -- See where the conversation is happening by country, state, and city relative to population.
  4. People Analysis -- See who is driving the conversation. Draw out the most influential and active users.
  5. Multiple Terms/Share of Voice -- Compare the relative volume and velocity of multiple topics, brands, or competitors.
  6. Influencer Analysis -- Analyze the impact of influencers on the conversation based on followers and Klout score.
  7. Contest Winner Selection -- Quickly export your contest participants and draw a random winner.
There were also no complex diagrams and data was easily interpreted.

Cons

Absolute sluggish process.Waiting for Rowfeeder to find GoPro hits on Facebook and Twitter database took nearly 20 mins just to find only 49 matches. RowFeeder needs to cycle through a range of non-relevant posts each time if you’re on the free account. This was a huge let-down.

After inputting my search terms then selecting which social services I wanted to retrieve data from, I noticed how unreliable the data will be due to only analysing Facebook and Twitter social networks. In saying this, blog posts and YouTube videos aren't included within the search pool.

Another con I found was when selecting the time of relevance manually, this was missing from the service completely.

Insights


As you can see in the pie graph of Twitter’s post mix only 54% out of 94 posts found were relevant to GoPro, the other 56% weren't.

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From these results shown above, you can see the mix and frequencies of the top related keywords & frequency of posts to be able to see which social media site has a stronger impact based on the term.

Overall, if GoPro became more socially active over their Twitter and Facebook networks it is possible to see higher figures in all areas of frequency and popularity of the search term.
We can expect to see improvements once GoPro releases a new camera and through mainstream social media for marketing. 

You can check out the details of GoPro’s social monitoring results I found with RowFeeder here.

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2 Comments

  1. dog |

    Hi Chris, this blog post was an interesting read. I think the declaration of both the pro's and cons of using RowFeeder was a great idea and executed well. Have you tried using any other social monitoring tools?

     
  2. Barnabas |

    Hey Chris,

    I liked your method of analysis through the Pro's and Con's and your resultant insights were great.

    With that being said, my viewing experience for your blog was slightly detracted when I saw one of your images overlapping with your right-sidebar.

    I agree with your end analysis that if GoPro were more social active then they would see a higher impact rate.
    A Well written blog post.
    ~Barnabas.

     

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