This document contains an agenda, situation analysis, SWOT analysis, survey findings, interview summary, social media analytics, and recommendations for Amazon Prime Instant Video. A survey found awareness of Amazon's streaming service and original content but lack of interest in the original programming. Interviews revealed users mainly use Netflix and lack of awareness of Amazon's advertising. Social media sentiment was mixed and recommendations include increasing on-site promotion of Instant Video and focusing on original programming.

2. Jeff Hamilton, Kara Scully, Emily Morton
and Lauren Brose
December 3, 2014
JOUR 463
Professor Aimei Yang

3. AGENDA
Company overview/SWOT analysis
Survey Findings
In-Depth Interview Summary
Social Media
Recommendations
Discussion

4. SITUATION
Online streaming becoming more relevant
Amazon Prime $99/year
2012-$39 billion income loss
$1 billion spent on programming
Streaming traffic increases 94% past 12
months

5. STRENGTHS
Variety of programming options
Options for the whole family
Original video content
Customer rating system
Instant Video included with Prime membership
Competitive pricing

6. WEAKNESSES
Strong competitors
Lack of advertising
Growth rate slowing down
Overextension of Amazon as a whole
Dwindling profit margins

7. OPPORTUNITY
Reinvent process of selecting pilots
Access to UK market
Room for experimentation

8. THREATS
Netflix, Hulu, HBO Go, etc.
Patent infringement
Other Amazon departments

9. COMPETITORS
Company Annual Sales
Amazon $74.451 billion
Apple Inc. $170.91 billion
Netflix $4.37 billion
Hulu $1 billion

10. REVIEW
Variety of shows and innovative original
programming
Lack of presence in a highly competitive
market

11. THE SURVEY METHOD
The results of our Qualtircs survey were gathered
through a convenience sampling method, as most of the
respondents are our friends or family. Surveys were sent out
through Facebook for convenience purposes, and recipients
could choose to participate in the survey.

12. PARTICIPANT INFORMATION

13. SURVEY FINDINGS
Aware that Amazon Prime customers
can stream video content.
Aware that Amazon produces original
content.
A majority replied that they would not be
interested in this service. (viewing
original content)

14. SURVEY FINDINGS

15. FIRST OBSERVATION

16. SECOND OBSERVATION

17. THIRD OBSERVATION

18. CONCLUSION
Awareness
Formulate a strategy to
generate interest

19. INTERVIEW OVERVIEW
Gather insights on the public’s
awareness of Amazon Prime’s Instant
Video Streaming service
All responses will remain anonymous
Help researchers tailor a public relations
campaign to benefit Amazon Prime
Instant Video

20. PARTICIPANTS
• Interviewed 8 individuals
• Male, 41, Audio Engineer, White
• Male, 21, Freelance Graphic
Designer, White
• Female, 39, Set Dresser,
Multicultural
• 5 Females, 20, Students, White

21. INTERVIEW FINDINGS
Mainly used Netflix and other online streaming
services
Some original programming they watched
online were from both Amazon and Netflix
Amazon’s advertising seems to be lacking
Convenient

22. FINDINGS CONTINUED
Deterred from Amazon Prime Instant
Video
Suggested Amazon improve their
marketing and advertising efforts

23. SOCIAL MEDIA ANALYTICS
KEY WORDS
Amazon
Instant
Video
Free
Prime

24. SOCIAL MEDIA ANALYTICS

25. SENTIMENT

26. SOCIAL MEDIA ANALYSIS

27. WEBSITE ANALYSIS
 Popularity
 Educational Background
 Where people visit Amazon.com
 Google

28. AUDIENCE

29. AUDIENCE

30. RECOMMENDATIONS
Increase on-site presence of Amazon Instant
Video
Red carpet publicity
Interviews on talk shows w/ actors
Focus resources on promoting original
programming
Generate more interest for streaming

31. RECOMMENDATIONS
Sponsored hashtags
Promote 2-for-1 deal
Gaming platforms such as Xbox and
PlayStation
Use of social media

32. Thank you
Questions?