Netflix: Brand Analysis
-
Upload
depaul-university-college-of-communication-digital-pr-class -
Category
Technology
-
view
3.398 -
download
3
description
Transcript of Netflix: Brand Analysis
![Page 1: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/1.jpg)
Radian6 Brand-Monitoring Presentation
November 10, 2011
![Page 2: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/2.jpg)
Team Contact Information
Alex Argiris
Annie Taylor
Kate Hatherley
Samantha Siepak
Elizabeth Sobol
Professor Matt Ragas
PRAD 391-401
November 10, 2011
Contact: [email protected]
![Page 3: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/3.jpg)
IntroductionFounded in 1997 in Scotts Valley, California by Marc Randolph and Reed Hastings.
Hastings was inspired to start the company after being charged late fees for returning a rented copy of Apollo 13 after the due date.
The world’s largest internet subscription service for watching movies and TV instantly with more than 25 million members worldwide.
Netflix is revolutionizing the way people watch movies and TV shows by streaming directly to them.
Netflix has become the preferred online provider of the entertainment experience in the U.S.A.
![Page 4: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/4.jpg)
Netflix streams from:Microsoft Xbox 360Nintendo WiiSony PS3 consoleBlu-ray disc playersInternet-connected TVsHome theater systemInternet video players: Apple iPhone, iPad and iPod touch,
Android devices, as well as Apple TV and Google TV.
During the first quarter of 2011, sales and rentals of packaged DVDs and Blu-ray Discs plunged about 20 percent, and the sell-through of packaged discs fell 19.99 percent to $2.07 billion, with more money spent on subscription rentals than in-store rentals.
![Page 5: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/5.jpg)
Social Media Profile of Netflix: Volume of Conversation Surrounding Netflix on Social Media Channels
![Page 6: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/6.jpg)
Breakdown of Social Media Volume by Social Media Type:
![Page 7: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/7.jpg)
Overall Sentiment
![Page 8: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/8.jpg)
Top Social Media Influencers for Netflix: By Follower Count
![Page 9: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/9.jpg)
Top Social Media Influencers: By Frequency of Brand Mentions
![Page 10: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/10.jpg)
Topics/Keywords Most Associated with Netflix:
![Page 11: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/11.jpg)
Overall Social Media Share of Voice Versus Competitors:
![Page 12: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/12.jpg)
Competitive Analysis:
![Page 13: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/13.jpg)
Share of Voice Over Time:
![Page 14: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/14.jpg)
How Can Netflix Improve?Problems:
Price
Too expensive & lack of incentive for customers
Response time
Deliveries have been taking too long
DVDs get lost in the mail
Solutions:
Advertise options better
There are ways to avoid high prices, not mentioned in emails from company
Create a kiosk
Have a drop off /pick up kiosk like Redbox
![Page 15: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/15.jpg)
How Can Netflix Improve? Cont.
Problems:Lack of comparable selection between DVDs by mail
and Instant StreamLack of reasoning behind price increases
Solutions: Improve Instant Stream selection, making it
comparable to the DVD by mail selectionNetflix needs to provide reasoning behind price
increases in order to pacify customers. What will the price increases do for them? Ex: The
increase in monthly prices will lead to a better selection of streaming movies, etc.
![Page 16: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/16.jpg)
Lack of Communication With Customers
![Page 17: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/17.jpg)
How can this be solved?Hire someone to monitor social media and
respond to customersNeeds to be a two-way communication path
![Page 18: Netflix: Brand Analysis](https://reader034.fdocuments.us/reader034/viewer/2022051311/5453aadbb1af9f95228b46d3/html5/thumbnails/18.jpg)
Conclusion
Mostly good feedback Customers still enjoy Netflix capabilities
Netflix performs well against competitors
Supporters create social media buzz
Main obstacles: Price, prompt delivery, communication method