GoPro has experienced rapid revenue growth in recent years largely due to their mastery of online marketing through user-generated content (UGC). Over half of revenue comes from North America. GoPro's strengths include their large social media presence and high consumer engagement that drives UGC. However, increased competition poses a threat. While GoPro outperforms competitors like Sony in some areas, Sony's AS100 camera outranks GoPro in image quality and stabilization. The document provides recommendations for GoPro to increase brand awareness for those unaware of GoPro, use consumer data more efficiently, implement dynamic pricing and customization, and streamline the purchase process.

1. Internet Strategy Analysis
Roosevelt University • Chicago
Michelle Lach

2. PART 1

3. (Mil. USD) 2013 2012 2011
Revenue $985.7 $526.0 $234.2
Net Income $60.6 $32.3 $24.6
Net Profit 6.1% 6.1% 10.5%
Corporate Situation
$ million % of total
Americas 557.2 56
EMEA 311.7 32
Asia/Pacific &
other countries 116.8 12
Total 985.7 100
GoPro has been incredibly successful in the last
few years. They have almost doubled their revenue
year over year since 2011, largely do to their online
mastery of inspiring sharable UGC.
Over half of all revenue comes from the Americas
(56%), with the rest of the revenue generated
coming from Europe, the Middle East & Africa
(EMEA 32%) and Asia/Pacific & other countries
(12%).

4. • GoPro's biggest strength is their impressive online reach via
social media, with high consumer engagement resulting in
consumers supplying the vast amount of content for all of
GoPro’s online and offline platforms.
GoPro (videos only) search yields 160 million results.
Facebook: 8.2M followers
Twitter: 1.2 M followers
Google+: 63 Million video views
Instagram 3.6 million followers
Youtube: 677 million video views | 2.7 million subscribers
Strengths
Corporate Situation

5. Strengths cont.
• A short, memorable name along with consistency and durability have built invaluable brand
loyal consumers that tend to make multiple purchases.
• High consumer engagement and content generation has lead to increase consumer
advocacy and word of mouth promotion.
• High brand awareness in the product category has added brand equity to the image of the in
the mind of the consumer and has made brand recognition and points of parity regarding
competitive point-of-view cameras more difficult.
• Simple product lines increase potential for category competition and loss of market share.
• UGC strategy and product accessories are easily duplicated.
• Recent increase in competition has continues to decrease points of difference in the product
category.
Weakness
Corporate Situation

6. • Increase brand awareness of GoPro globally by increasing SEO for keywords such as action
camera, attachable camera and point-of-view camera
• Emerging technologies for line extensions such as drones, accessory embedded sports gear,
and accessory adaptable apparel - all connected to software, cameras and sharable sites via
online connection.
Opportunities
Threats
• Continued growth of competition and UGC strategy duplication as the product category
becomes more mainstream.
• New or changing regulations on video sharing sites. (e.g. loss of website embedding
capabilities through Youtube and Vimeo, UGC difficulties or challenges, over saturation or
burnout of consumer viewership)
Corporate Situation

7. Competitive Analysis
GoPro 3+ ($399.00)
GoPro 3 Black (349.00)
Sony AS100 ($399.00)
Sony AS30 ($299.00)
JVC Adixxion ($299.00)
Midland XTC400 ($249.00)
Polaroid XS100 (169.00)
ReplayXD Mini ($179.00)
Liquid Ego ($179.00)
Drift Innovation Ghost S ($399.00)
Garmin VIRB ($269.00)
With the increased popularity of GoPro's perspective based
videos, there has recently been an onslaught of competition
in the point-of-view (POV) based camera product category.
Category prices range from $179.00 - $399.00.
All comparable models have some range of the following
attributes to qualify as being within the product category:
high resolution, high definition, wet image, wifi, audio/visual,
and accessory attachment capabilities.
*accessory attachments are universal between different models of cameras
but are not generally universal between different makes of cameras. There are
some exceptions.

8. Competitive Analysis
GoPro 3+ ($399.00)
Sony AS100 ($399.00)
The closest competitor to the GoPro 3+ (the most recent
edition at the time of research) is the Sony AS100. This
comparison is based on the highest quality, resolution, and
capture capabilities.
In comparison reviews, the Sony AS100 is reported to out rank
the GoPro 3+ in the following prevalent categories: better
stabilization, low light capture, wifi, image quality. GoPro 3+ out
ranked this competitor only in under water image quality.
Ustream, a video streaming application that lets viewers watch
the video feeds live, is available on both cameras, though Sony
is the only one to prominently promote it.
AS100 is largely used in the auto racing circle.
*GoPro has since released a new GoPro Hero 4 with even higher standards of capture.

9. Competitive Analysis
Online review of the AS100 presence reveals that
there is no website specifically dedicated to the
camera. It is displayed on a single landing page as
one of Sony’s many products. The camera is located
under the label “Video Cameras”
(1 of 8 tab options on the site).
Additionally, there are only two videos that are
displayed on the page, with the prominent image
being the camera itself.

10. Competitive Analysis
GoPro runs a compilation video of their best
submissions when their homepage loads, with a
much less prominent product image.

11. Value Proposition
Internet Business Model
For outdoor and extreme sport enthusiasts who want to capture and easily share their most
unique point-of-view experiences, GoPro is the most versatile action camera to make it possible.
Unlike other POV capture devices, GoPro’s innovation and connectivity make it superior due to
patented, compact video technologies and its flexibility to work with an extensive line of
accessories and sync capable devices.
Revenue Streams
• Direct online sales from the GoPro website
• Authorized resellers and dealers (carry an inventory such as Walmart, Best Buy, etc., and
sell on their websites as well)
• Affiliates that promote the products through their websites (house links on websites, do not
carry inventory)
Multichannel & Merchant Business Model

12. PART 2

13. Target Segmentation
GoPro is targeted to outdoor and extreme sports enthusiasts.
Promotions are always consumer engagement driven, such as
submitting photo and videos of the day to win products or
sweepstakes, signing up via Twitter to win everything GoPro makes
in a day, or participating in photo/video contests to win monetary
prizes.
The target is captured almost exclusively though social media and
promotion events that revolve around some of the most popular
competitive adventure sports, such as surfing and motocross.
Through social media platforms GoPro has developed a huge brand community consisting largely
of their target consumer. GoPro loyalty has sparked a behavior within the community to build off
one anthers experiences; make suggestions for more useful accessories; and share perspectives
beyond what GoPro could have imagined. The image of GoPro has been created by its target
consumers. The driving force of the community is not any particular set of social platforms, but the
creativity and ingenuity that goes in to using a GoPro product.
Brand Community

14. Customer Acquisition Strategies
• User generated content
• Social networking sites
• Retail kiosks & seasonal promotions
• Trade shows
• Live sporting events
• Word of mouth
• UGC Contests
• Information capture online

15. Customer Retention Strategies
• Consistent posting and recognition of quality UGC continues to build a stronger brand
community.
• Accessory innovation increases purchase frequency (e.g. dog harness, floating handle).
• Technological advancements (e.g. new camera capabilities).
• Up-to-date software, tutorials, and troubleshooting information online.
• Contests inspire and encourage better UGC, leading to increased equipment purchases (e.g
many consumers by multiple cameras to capture a particular shot).
• Commercial email messaging.

16. Internet Strategy Integration
The overall internet strategy for GoPro is an integral part of the company. Their content
is generated by their consumer and then used to promote their product across all
platforms that they participate in.
Once quality UGC is chosen, they consistently and seamlessly use it to post across
social sites, on their website, in emails, for retail store promotions, and at trade show
kiosks.
GoPro is so consistent with the imaging that they promote, the image perspective is
becoming its own “brand” of image.

17. Customer Service Strategies
• Contact support online (email and 800 number)
• 30 Day money back guarantee
• Order tracking
• Product manual access

18. Technical Infrastructure
The GoPro website has over 9000 links back to it, largely Vimeo &Youtube videos that
are maintained on the respective servers.
By all accounts, it seems that they use DemandWare for hosting all of their images and
for the infrastructure of their e-commerce platform, though encryption services are
certified through GoDaddy. This could be a partnership through DemandWare.

19. Technical Infrastructure
GoPro seems to be using all of the online standards that would be expected these
days. Utilizing Youtube and Vimeo for the majority of their content storage prevents a
vast amount of memory storage issues for the company and its contributors.
Additionally, I believe that by utilizing popular social sites for UGC they have increased
user adoption exponentially. Uploading UGC to their own personal website (instead of
their company youtube site) would have prevented much of the organic viewership that
they have no doubt gained since their inception.

20. Data
• Account registration and administration
• Contest registration and prize acceptance
• Customer support and technical assistance
• Processing orders for products or services
• Registration of products
• Providing updates
• Newsletter subscriptions
• Access to products or services on social networks or
third party services
• Services provided online via mobile device or GoPro
software
User Provided Information GoPro collects information that is provided
by the user in the following ways:

21. Data
• Cookies
• Web beacons
• Ad servers
• Third party advertising
• Website analytics
• Camera diagnostic information
• Mobile software applications
• Desktop software applications
• Other sources
Automatically Collected Information GoPro collects information automatically
through the following sources:

22. Data
• IP address
• Profile information
• Aggregate user data
• User preferences
• Browser type & technical session
information
• Information about user computer: hardware,
software, mobile device, device identifiers
• Demographic information: gender, zip code,
age
• Navigational data: log files, server logs,
clickstream data, and location
• Language preference.
Automatically Collected Information Information stated to be collected includes:
Continued...

23. Data
GoPro is clear about collection information when the user is
using GoPro services. This includes accessing services via
computer, mobile, and game system platforms.
GoPro states that some of the automatically collected
information may be combined with other non-identifying
information and personal information, in which case the
entirety of the information would be considered personal
information and would be protected under their Privacy
Policy.
Data Collection & Privacy

24. Evaluation of Data
• Co-branded websites
• Customer testimonials
• User-generated content
• Third party service providers
• Business transactions
• Legal compliance
GoPro shares collected information in
any of the following ways:
Disclosure of Information
• Order fulfillment
• Customer service
• Newsletters
• Promotions
• Updates
• Service Related Announcements
GoPro uses collected information in
any of the following ways:
Use of Information

25. Given the nature of GoPro's content strategy, one of the biggest questions was the Terms of Use
(TOU) with regard to user generated content (UGC) that is uploaded for distribution. GoPro has a
very explicate and clear TOU statement with regard to the user maintaining rights to their
uploaded intellectual property. Content is only used if the user submits it through GoPro’s
submission guidelines. GoPro is also very clear with the statement explaining that, upon
submission, GoPro will also maintain the rights to the same content and will be able to use it in
any way they choose.
"Unless otherwise agreed in writing, GoPro does not claim any ownership rights in your Content and nothing in
these TOU will be deemed to restrict any rights that you may have to use and exploit your Content. By making available
any Content through the Service, you hereby grant to GoPro a worldwide, irrevocable, perpetual, non-exclusive,
transferable, royalty-free license, with the right to sublicense, to use, copy, adapt, modify, distribute, reference, store,
cache, license, sell, transfer, publicly display, publicly perform, transmit, stream, broadcast and otherwise exploit such
Content on and through third-party distribution channels selected by, but not affiliated with, GoPro, in any form, medium or
technology now known or later developed, in whole or in part, for any purposes, including for both commercial and non-
commercial purposes, subject to any limitations on use of your private Content, if applicable, in the GoPro Privacy Policy;
you also grant GoPro the right to sublicense these rights to third parties for distribution via third party distribution channels,
which may include viral distribution of your Content." - GoPro Terms of Use Agreement
Social & Regulatory Issues
User Generated Content (UGC)

26. CONCLUSION

27. Conclusions & Recommendations
GoPro is an incredible product and has a massive number of consumers already engaged. For
being such a young company that has grown so large, so quickly, I feel that they have done very
well understanding what will get their consumers to continue to come back to their network and
remain engaged.
However, I feel that more customer acquisition could be executed to try to capture those that are
not aware of the brand. Research shows that the company website is only receiving about 1/4 of its
traffic from search sites, and the top five keyword searches that drove traffic to the site were a
variation of the name GoPro or Hero. This indicates that there are a lot of brand aware searchers
finding GoPro, but very few brand unaware consumers finding GoPro.
Increase awareness for consumers who don’t know the terms GoPro & HERO

28. Conclusions & Recommendations
The only place the word camera is mentioned on GoPro's home page is near the footer with regard
to "camera software", not a service they would want to be searched for. The site does not refer to
the product as any particular type of camera at all. When referring to their products, they are all
referred to by blanketly calling them GoPro's, or referring to their version name, such as "HERO."
The example below illustrates this. This is where I feel they could increase some of the content hits
and traffic to their site by using broader terms in the explanations instead of such niche terms as
"HERO' and "GoPro."
Example edit:
• The perfect entry-level action
sports camera.
• This action camera delivers
the same immersive...
Increase awareness for consumers who don’t know the terms GoPro & HERO
Continued...

29. Conclusions & Recommendations
GoPro collects all of the information that they
should be collecting, but they are not using it
as efficiently as they could be. When a
consumer signs into their account there is no
greeting that indicates GoPro knows who
they are, it just says “Account”. And once the
browser is closed, the account signs off,
regardless of browser setting. This is
inconvenient and frustrating for those who
are have browser capture set to remember
sign in.
There are no options for physical address,
but they do give the user an option to link
their social accounts within the account
settings (Facebook, Google+, Twitter and
Instagram) which is a valuable tool.
Use consumer data more efficiently

30. GoPro does not institute any form of dynamic pricing. The price for all products is the same
regardless of how many items are bought or how long the items remain in the cart. Additionally,
there do not seem to be any items that are on the website at a price that is lower than MSRV.
Dynamic pricing could be beneficial as an incentive to continue shopping, promotion of bundling
certain items, and attempts to increase the sale amount of the user's visit.
Institute dynamic pricing
A disadvantage to GoPro's method of checkout is the disconnect between the shopping cart and
the products. The "Continue Shopping" button from the cart takes the user back to the default
product page, not the last page they were shopping on. This can be frustrating, possibly
shortening a shopper's time on the site and increasing cart abandonment.
It might be a better option to show a side bar of the items in the shopping cart so that users can
easily access their cart without leaving their current shopping page. This could increase ease of
use and overall customer experience.
Create purchase process streaming
Conclusions & Recommendations

31. Finally, GoPro utilizes customization upon check out, but it could be better. There is a "You Might
Also Like" section that appears when you are getting ready to check out. Currently, the options
are limited as the categories are only cameras, frames and mounts.
I feel like this could be better executed by gaining an understanding of what products a consumer
currently owns (increased account personalization), and then suggesting things that go with the
already owned items or items that are being purchasing. Current customization is not building on
the sale at all, but merely suggesting possible alternatives. For example, when a tripod mount is
placed in the shopping cart, the items below are suggested. GoPro has no idea that this
consumer already owns a Jaws: Flex Clamp because they have never asked, or given an option
to enter current products in the account settings. Doing so would also allow them to ask a current
consumer for product reviews that they could add to their website.
Use customization during the purchase process
Conclusions & Recommendations

32. 1. www.gopro.com
2. http://ubersuggest.org/
3. http://tools.seochat.com/
tools/suggest-tool/
4. http://www.pinterest.com/
GoPro/
5. https://twitter.com/gopro
6. https://www.facebook.com/
gopro
7. http://instagram.com/gopro
8. http://www.youtube.com/user/
GoProCamera
9. http://
gopro.yourbrandlive.com/c/
allthingssurf/
10. https://library.creativecow.net/
spottedeagle_douglas/POV-
Camera-Testing/1
11. http://gopro.com/privacy-
policy
12. http://www.pinterest.com/
GoPro/
13. https://twitter.com/gopro
14. https://www.facebook.com/
gopro
15. http://instagram.com/gopro
16. http://www.youtube.com/user/
GoProCamera
17. http://gopro.com/terms/
18. http://www.pcmag.com/
article2/0,2817,2470324,00.as
p
19. http://www.bestbuy.com/site/
brands/null/
pcmcat238900050009.c?
id=pcmcat238900050009&ref
=30&loc=KW-4326&ksid=10e
3347c-71ef-0be8-2b8a-000009
ebaec0&ksprof_id=14&ksaffco
de=456504&ksdevice=c
20. http://www.cnet.com/
products/gopro-hero4-silver/
21. http://gopro.com/support/
22.
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