Radian6 Brand-Monitoring Presentation November 10, 2011
Team Contact Information Alex Argiris Annie Taylor Kate Hatherley Samantha Siepak Elizabeth Sobol Professor Matt Ragas PRAD 391-401 November 10, 2011 Contact: AnnieTay23@yahoo.com
IntroductionFounded in 1997 in Scotts Valley, California byMarc Randolph and Reed Hastings.Hastings was inspired to start the companyafter being charged late fees for returning arented copy of Apollo 13 after the due date.The world’s largest internet subscription servicefor watching movies and TV instantly with morethan 25 million members worldwide.Netflix is revolutionizing the way people watchmovies and TV shows by streaming directly tothem.Netflix has become the preferred onlineprovider of the entertainment experience in theU.S.A.
Netflix streams from: Microsoft Xbox 360 Nintendo Wii Sony PS3 console Blu-ray disc players Internet-connected TVs Home theater system Internet 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.
Social Media Profile of Netflix:Volume of Conversation Surrounding Netflix on Social Media Channels
Breakdown of Social MediaVolume by Social Media Type:
Top Social Media Influencers forNetflix: By Follower Count
Top Social Media Influencers:By Frequency of Brand Mentions
Topics/Keywords MostAssociated with Netflix:
Overall Social Media Share ofVoice Versus Competitors:
Share of Voice Over Time:
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 mailSolutions: 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
How Can Netflix Improve? Cont. Problems: Lack of comparable selection between DVDs by mail and Instant Stream Lack of reasoning behind price increases Solutions: Improve Instant Stream selection, making it comparable to the DVD by mail selection Netflix 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.
Lack of Communication With Customers
How can this be solved? Hire someone to monitor social media and respond to customers Needs to be a two-way communication path
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