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

Twitter

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

Twitter

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.