On August 29, 2016, Fitbit announced that it has released its latest product called Fitbit Charge 2, which is available to pre-order already through Fitbit's website and will be shipped in mid-September. As one of the products of Fitbit Charge Series, Fitbit Charge 2 measures data such as steps taken, distance traveled, floors climbed, calories burned, heart rate, active minutes and sleep quality.
By connecting it with Fitbit official app on your smartphone, you can get call, text and calendar notifications from your Fitbit Charge 2 touchable display screen. In addition to the function such as all-day activity tracking, sleep tracking, and heart rate monitoring,
Fitbit also provides two new features called Cardio Fitness Level and Guided Breathing. By using the Cardio Fitness Level function, you can record seven different kinds of sports including running, cycling or yoga, and then receive a personalized fitness score over time. By collecting data such as heart rate, active time and sleep quality, you can get a personal fitness report every week in order to help you better understand your health situation. The Guided Breathing function allows you to have personalized breathing sessions based on their heart rate, which can help you to keep calm and breathe in a healthy way at any time. By linking the Fitbit Charge 2 with a specific mobile app, you can not only get more detailed information about your daily data but also share data and challenge your friend on a certain activity. The connection of Fitbit Charge 2 device and its mobile app made it more convenient to use.
Besides, Fitbit Charge 2 also provides replaceable colorful bands, including plum, black, blue and teal, for its standard silver displays. In addition to these four standard options, there are also special band designs such as lavender and rose gold. For people who want to decorate their technology devices with more classical elements, there is also a black and gunmetal option, as well as the extra leather straps.
Facebook
As of March 1, 2017, the Fitbit Facebook homepage achieved 1,852,597 followers, and 1,874,433 users had liked this page. However, in the meantime, for Fitbit Charge 2 Facebook homepage, there are only 5,685 followers and 5,617 likers.
Why there is such a big difference between the two accounts? On the one hand, aside from Fitbit Charge 2, the Fitbit Company offers many similar products like Fitbit Blaze, Fitbit Surge, Fitbit Alta and Fitbit Flex. Users of these other devices may also focus on Fitbit official Facebook account, which may bring more followers. On the other hand, although the post frequency of these two accounts is basically the same, are one to three per day, their response frequency is not the same.
On Facebook, in addition to speak highly of Fitbit products, users prefer to ask more relative questions. The Fitbit Charge 2 account usually responds to users’ messages within 24 hours, while the Fitbit official account will respond to user questions as soon as possible, usually within 2 to 4 hours.
As a producer of all these wireless and wearable technology devices, the Fitbit account owns more customers and has a faster response time, which may be why it has more followers than the Fitbit Charge 2 account.
On Facebook, in addition to speak highly of Fitbit products, users prefer to ask more relative questions. The Fitbit Charge 2 account usually responds to users’ messages within 24 hours, while the Fitbit official account will respond to user questions as soon as possible, usually within 2 to 4 hours.
Youtube
To get a brief view of their latest product, the Fitbit official Youtube account uploaded an introducing video of Fitbit Charge 2 in August 2016.
Until now, this video was viewed by 2,131,611 people and got 1,010 likes on Youtube. Considering this video has already closed its comment function, I am not able to know how people feel about this video directly.
Then I tape “Fitbit Charge 2 Review” on Youtube searching area. To my surprise, there are about 225,000 results, which mean that there are a lot of people interested in this new product. In these review videos, most people show their interests about Fitbit Charge 2 and want to buy one in the future. Others prefer to get more detailed information and know more users’ experience about this product.
There are also users who complained that Fitbit Charge 2 didn’t have a waterproof function, which means that they can’t wear it while swimming. According to these comments, although Fitbit Charge 2 is interesting to most people, it also needs some improvements.
Twitter
Fitbit Twitter homepage has 315,000 followers and it usually posts scientific information about how to keep healthy every day, from sports tips to healthy meal plans.
When I tape “#Fitbit Charge 2” on twitter, I found many users who share their daily activities’ data and the Fitbit badges they got through the Fitbit app.
Although most twitter users said they love Fitbit Charge 2 and would recommend it to their friends, only a few people shared the Youtube link of its introducing video on Twitter. It seems that most Twitter users learned more about Fitbit Charge2 from other users' tweets rather than official videos.
To my surprise, as an American product, Fitbit Charge 2 was searched most times by people Norway. Considering Norway is a country known for its outdoor activity lovers, it also makes sense that Fitbit Charge 2 draws their attentions. Fitbit Charge 2 also attracts people of the United Kingdom, Holland, and Canada.
Google Trends also shows that people searched lots of detail information about Fitbit Charge 2. They searched about the problems they were facing to as well. Due to this relative searching information, the Fitbit official should offer more detailed introductions to its users.
Melt Water Ice Rocket is a tool for analyzing the popularity of a particular topic on Twitter and Blogs, which can trace data back to three months.
At the first glance, the data of chart seems to be very irregular. However, it still made sense. It changes according to the dates. At the beginning of winter break, the trends went up rapidly. Considering most people prefer to share their daily activities records through Fitbit on Twitter. Maybe people had more free time to do exercises at that period. During each one-week period, the trends often rise at first, then fall in the middle, and rise at the weekends. It is also easy to understand. Usually, people were a little excited at the beginning of the week and felt exhausted on Wednesday, then relax on weekends. That may be why we got active data on both the beginning and the end of a week,
At the first glance, the data of chart seems to be very irregular. However, it still made sense. It changes according to the dates. At the beginning of winter break, the trends went up rapidly. Considering most people prefer to share their daily activities records through Fitbit on Twitter. Maybe people had more free time to do exercises at that period. During each one-week period, the trends often rise at first, then fall in the middle, and rise at the weekends. It is also easy to understand. Usually, people were a little excited at the beginning of the week and felt exhausted on Wednesday, then relax on weekends. That may be why we got active data on both the beginning and the end of a week,
Social Mention
As a simple, useful tool for monitoring and tracking different social media, Social Mention measures data through four aspects:
Strength--is the likelihood that your brand is being discussed on social media.
Sentiment—is the ratio of positive to negative mentions.
Passion—is the likelihood that the people talking about our brand will do so repeatedly.
Reach—is the range of influence, or the number of unique authors mentioning your brand divided by the total number of mentions.
From the results, we can see that there is 42% chance that this topic is being discussed online. It means that there are a lot of people pay attentions on Fitbit Charge 2, and they left positive comments more than negative ones. It is also that many people are very interested FitbitCharge2, while the relevant information is easy to reach them. The campaign of Fitbit Charge 2 seems to be successful.
Conclusion
There is no doubt that the Fitbit Company had attracted a large number of customers, even oversea users, by offering its high-quality products. At the same time, they also actively use social media in order to advertise their new products and provide good after-sales service. The connection between Fitbit’s wearable devices and the app not only allows its user to better monitor their daily data but also makes Fitbit itself maintain the activity on the social networking site.
The campaign of Fitbit Charge 2 seems to be successful. However, research results showed that instead of getting detailed information from the official, customers prefer to know more from other users’ personal using experience and reviews. After purchased Fitbit products, most users still have a lot of questions during their using process. From my point of view, according to this situation, Fitbit may hold a “Free-Sample Review Activity” when they released a new product. For example, once Fitbit released a new product, they can post relative information on their social networking sites. And then they can choose a certain amount of luck dogs from people who share this post. Those lucky followers may get a chance to use a free sample for a certain time. But they need to write a detailed review then post it on social networking sites after using. Now it is a popular way to make live advertisements for new products in China. Maybe it will also work for Fitbit.
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