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Netflix: Brand Analysis


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Netflix: Brand Analysis

  1. 1. Radian6 Brand-Monitoring Presentation November 10, 2011
  2. 2. Team Contact Information Alex Argiris Annie Taylor Kate Hatherley Samantha Siepak Elizabeth Sobol Professor Matt Ragas PRAD 391-401 November 10, 2011 Contact:
  3. 3. IntroductionFounded 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.
  4. 4.  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.
  5. 5. Social Media Profile of Netflix:Volume of Conversation Surrounding Netflix on Social Media Channels
  6. 6. Breakdown of Social MediaVolume by Social Media Type:
  7. 7. Overall Sentiment
  8. 8. Top Social Media Influencers forNetflix: By Follower Count
  9. 9. Top Social Media Influencers:By Frequency of Brand Mentions
  10. 10. Topics/Keywords MostAssociated with Netflix:
  11. 11. Overall Social Media Share ofVoice Versus Competitors:
  12. 12. Competitive Analysis:
  13. 13. Share of Voice Over Time:
  14. 14. 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
  15. 15. 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.
  16. 16. Lack of Communication With Customers
  17. 17.  How can this be solved?  Hire someone to monitor social media and respond to customers  Needs to be a two-way communication path
  18. 18. 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