1. (Mt) – Peking University SOCIAL MEDIA MARKETING STRATEGY:
STARBUCKS
Unformatted Preview A brand that has a strong social media marketing strategy is GoPro.
GoPro’s social media interaction and success are due to its unique strategy of promoting its
products with content from its customers. GoPro gains significant visibility on all social
media platforms because of extreme and eye-catching images that are easy to digest and
aspirational. Social media users who see s will want to buy GoPro’s products to mimic and
fit in the category of people who experience and capture incredible experiences using their
GoPro device. GoPro devices used to capture Images and videos are linked on s to facilitate
the purchase of the devices, which increases the chance someone will make a purchase.
Furthermore, GoPro’s social media presence is unique given that they do not have to
constantly create original content, as it is provided by users. GoPro has fun and inclusive
contests like “Photo of the Day” posts, where users are encouraged to take the best picture
possible to win “Photo of the Day.” Users are rewarded with validation and credit from
GoPro, which allows users to gain exposure on their personal social media page. The
shareability and visibility of the content are reflected in the more than thirty million
followers across Instagram, Facebook, and Twitter. GoPro has managed to amass a
significant following on its social media platforms because of the diverse content posted on
its pages, which reflects multiple customer segments in addition to its original
athlete/extreme sports customer segment.