This document provides a social media strategy and audit for Netflix. It includes objectives to increase revenue by growing the audience and engaging followers across major platforms like Facebook, Twitter, Instagram and LinkedIn. The strategy involves increasing original content to attract new memberships and improving customer service. It outlines tactics like paid advertising, owned content and partnerships. Key performance indicators, roles and a critical response plan are also summarized.

2. TABLE OF CONTENTS
•1. EXECUTIVE SUMMARY
•2. SOCIAL MEDIA AUDIT
•A. SOCIAL MEDIA ASSESSMENT
•B. TRAFFIC SOURCES ASSESSMENT
•C. CUSTOMER DEMOGRAPHICS
•D. COMPETITOR ASSESSMENT
•3. SOCIAL MEDIA OBJECTS
•4. ONLINE BRAND PERSONA AND VOICE
•5. STRATEGIES AND TOOLS

3. TABLES OF CONTENTS CONTINUED
•6. TIMING AND KEY DATES
•7. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
•8. SOCIAL MEDIA POLICY
•9. CRITICAL RESPONSE PLAN
•10. MEASUREMENT AND REPORTING RESULTS

4. EXECUTIVE SUMMARY
• OUR MAJOR SOCIAL MEDIA PRIORITIES FOR 2017 WILL BE GROWING OUR AUDIENCE AND COMMUNITY.
THE PRIMARY FOCUS WILL BE TO INCREASE REVENUE THROUGH MORE MEMBERSHIPS, PROMOTE
NETFLIX IN THE U.S AS ONE OF THE NETFLIX'S WITH MORE OPTIONS AND ENGAGING MORE WITH OUR SOCIAL
MEDIA FOLLOWERS/ANY RELEVANT CONTENT.
* TWO MAJOR SOCIAL STRATEGIES WILL SUPPORT THIS OBJECTIVE:
1. A PLAN TO INCREASE THE AMOUNT OF MEMBERSHIP CONTRACTS WE GET.
2. MAKING OUR CUSTOMER SERVICE MORE FRIENDLY IN ORDER TO ATTRACT NEW CUSTOMERS.

5. SOCIAL MEDIA AUDIT (CHART AS OF MAY 27TH, 2017)
THE FOLLOWING IS AN AUDIT OF NETFLIX SOCIAL MEDIA PRESENTS FROM THE LAST STATISTICS CONDUCT FOR THE PUBLIC. IT
INCLUDES AN ASSESSMENT OF ALL SOCIAL NETWORKS, WEB TRAFFIC, AUDIENCE DEMOGRAPHICS AND A COMPETITOR ANALYSIS.
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/
netflix
3.17 million followers 24 post per week 3.4%
Facebook Facebook.com/
Netflix
34,835,831 followers 15 post per week 2.1%
Instagram Instagram.com/
Netflix
3.9 million
followers
4 post per week 0.6%
LinkedIn LinkedIn.com/compan
y/Netflix
440,224 followers 6 post per month 0.2%

6. SOCIAL MEDIA ASSESSMENT
•AT PRESENT TIME, THE HIGHEST NUMBER OF INTERACTIONS PER POST OCCUR ON
TWITTER. THE LOWEST POSTS OCCUR ON INSTAGRAM BUT WE WILL CONTINUE TO
OWN THIS SOCIAL MEDIA PLATFORM AS THE MORE EXPOSURE NETFLIX CAN GET THE
BETTER. WE WILL WORK ON MAKING IT MORE CONSTANT.

7. WEBSITE TRAFFIC SOURCES ASSESSMENT
ASSUMED WITHIN A 6 MONTH PERIOD

8. TRAFFIC SUMMARY
• BASED ON PREVIOUS RESEARCH AND UP-TO-DATE FOLLLOWERS FACEBOOK IS THE PLATFORM THAT
ATTRACTS THE MOST FOR NETFLIX. THE CONVERSATION RATE IS BASED ON

9. AUDIENCE DEMOGRAPHICS ASSESSMENT
BASED ON PUBLIC RECORD STATISTICS AS OF 2015
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
65% 16-24 years
old.
58% 25-34 years
old.
48% 35-44 years
old.
34% 45-54 years
old.
24% 55-64 years
old.
45% male
45% female
45% Male
45% Female
40%Instagram
35%Facebook
25%Twitter
40% Facebook
35% Instagram
25% Twitter
Releasing Netflix
Originals.
Ensure all Netflix
Originals make
our range of
customers happy.

10. AUDIENCE DEMOGRAPHICS SUMMARY
• ALTHOUGH THE MAJORITY RANGE BETWEEN 16-24 YEARS OLD, A HUGE AMOUNT ALSO LAY BETWEEN 25-
34 YEAR OLDS. THE CORE SOCIAL NETWORKS FOR THESE ARE INSTAGRAM AND FACEBOOK. NEW
RELEASES, UPDATES ON EXISTING SHOWS, NEW PROMOTIONS AND ENGAGEMENT ARE THE MOTIVATIONS
OF THESE

11. COMPETITOR ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
1.Amazon twitter.com/amazon Amazon Prime is
affordable at $8.25 per
month. Has a market
share of 13%.
but it’s lacking high-
quality content.
2. HULU plus Instagram.com/Hulu owned by 21st Century
Fox, Walt Disney CO. and
NBCUniversal. Has a
market share of 6.5%.
Has Ads which many do
not want to watch and
can switch to Netflix for

12. COMPETITOR ASSESSMENT SUMMARY
•THE ABOVE ANALYSIS FOCUSED ON TWO MAJOR COMPETITORS FOR NETFLIX SINCE
THEY ARE THE SAME CONCEPT: PAID AND STREAM. THEY ARE ALSO ON THE SAME
SOCIAL PLATFORMS WHICH ALLOW FOR COMPETITION TO BE FAIR. ALTHOUGH NETFLIX
MAY NOT HAVE AS MUCH AS THESE TWO TO OFFER AS OF NEW RELEASES, IT STILL HAS
BETTER SERVICE, PRICE, AND REPUTATION THAN THE COMPETITORS. THE AREAS FOR
IMPROVEMENT WILL BE NEW RELEASES WITHOUT EXTRA PAY FROM THE ORIGINAL
CONTRACT.

13. SOCIAL MEDIA OBJECTIVES
•IN 2017, THE PRIMARY FOCUS OF OUR
SOCIAL MEDIA STRATEGY WILL BE TO
SUPPORT REVENUE GOALS BY
INCREASING EXPOSURE TO NETFLIX AND
GETTING MORE CONTRACTS. IN ORDER
TO DO SO, WE WILL WORK OUT A PLAN
TO OFFER MORE NEW CONTENT OUT ON
TV FOR CUSTOMERS WHO WANT UP-TO-
DATE SHOWS AND MOVIES. THIS WILL
INCREASE THE AMOUNT OF PEOPLE WHO
WILL SING AND INCREASE OUR
REVENUES AS A WHOLE.
• SOME SPECIFIC OBJECTIVES INCLUDE:
• 1. INCREASE UNIQUE VISITORS ON ALL
SOCIAL PLATFORMS BY AT LEAST 20%.
• A. INCREASE BRAND AWARENESS WITH MORE
SOCIAL MEDIA EXPOSURE.
• B. INCREASED USE OF HASHTAGS TO REACH
MORE PEOPLE.
• 2. INCREASE LINKEDIN AND TWITTER
FOLLOWERS BY AT LEAST 1000 IN THE NEXT 3
MONTHS.
• 3. INCREASE THE QUALITY OF OUR SOCIAL MEDIA
PLATFORMS AND MAKE IT MORE APPEALING TO
OUR AUDIENCE WITHIN THE NEXT 3 MONTHS.

14. KPI'S
•1. NUMBER OF UNIQUE VISITORS ON ALL
PLATFORMS NETFLIX IS CURRENTLY ON.
•2. NUMBER OF MEMBERSHIPS.
•3. QUALITY OF WEEKLY POST, IMAGES
AND VIDEOS ON NETFLIX SOCIAL MEDIA
PLATFORMS.
•4. NEW ANALYSIS
KEY MESSAGES
•UPDATES AND BETTER SERVICE AT YOUR
SERVICE.
•NEW AND IMPROVED NETFLIX COMING
SOON.

15. ONLINE BRAND PERSONA AND VOICE
ADJECTIVES THAT DESCRIBE OUR
BRAND
• BOLD
• CONVENIENT
• UPDATED
• INTERESTING
• FLEXIBLE
WHEN INTERACTING WITH
CUSTOMERS WE ARE:
• RESPECTFUL
• PROFESSIONAL
• SOLUTION-ORIENTED

16. EXAMPLE PICTURES

17. STRATEGIES AND TOOLS
• PAID: IN THE PAST (2014) Q4 NETFLIX HAS INCREASED THEIR MARKETING SPENDING BY 24% TO $87.4
MILLION; THIS LEAD TO 19% MORE U.S PAYING SUBSCRIBERS COMPARED TO PREVIOUS YEARS. AS OF 2017
NETFLIX COST OF ADVERTISING IS ACTUALLY GOING DOWN AND THEIR TARGET AUDIENCE IN
INCREASING. ALSO THE NETFLIX STREAM HAS INCREASED REVENUES FOR THE COMPANY BUT VERY
MINIMAL DO TO A SMALL AUDIENCE ENGAGING ON IT.
• OWNED: CONNECTION ON FACEBOOK, INSTAGRAM, TWITTER, LINKEDIN; UPDATES EVERY SO OFTEN TO
ENSURE ENGAGEMENT WITHOUT OVERWHELMING OUR AUDIENCE. #NETFLIX TO PROMOTE ON ALL SOCIAL
PLATFORMS, MORE #HASHTAGS TO REACH DIFFERENT AUDIENCES, GIVEAWAYS AND PROMOTIONS.
• EARNED: PARTNERSHIP WITH CELL PHONE COMPANIES WHICH ALLOW FOR LESS ADVERTISEMENT TO BE
PAID BUT INCREASES THE DIFFERENT AUDIENCES REACHED. THE ORANGE DEAL WHICH IS ONE OF NETFLIX'S
FIRST INTERNATIONAL PARTNERSHIP WHICH OFFERS ONEMONTH FREE TRIAL TO ORANGE MEMBERS AND THE
ABILITY TO PAY FOR LIVE STREAMING ON THEIR ORIGINAL CONTRACT.

18. STRATEGIES AND TOOLS CONTINUED
NETFLIX DOES NOT DISPOSE WHO THEIR LICENSES ARE WITH BUT IT
DOES ENSURE THAT IT IS USING ABOUT TWO BILLION DOLLARS TO
KEEP ALL LICENSES UP TO DATE. NETFLIX ALSO CREATES SOME OF THEIR
OWN CONTENT WHICH ALLOWS THEM TO HAVE LESS OF A COST AND
THEIR OWN RULES AND THEIR OWN CONTRACT.
SOME TOOLS THAT CAN BE INCLUDED ON NETFLIX PLANS WITHIN THE
NEXT YEAR ARE: HOOTSUITE OR BUFFER TO SCHEDULE OUT NEW
RELEASES.

19. TIMING AND KEY DATES
(ALTHOUGH NETFLIX IS STREAMED AND TECHNICALLY HAS NO OFF-DATES, IT DOES NOT
SHIP DURING FEDERAL HOLIDAYS)
Reporting days:
four times a year
(quarterly) dates
TBA.

20. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
•FOUNDER AND CEO: REED HASTINGS
•CHIEF MARKETING OFFICER: KELLY BENNETT
•CHIEF COMMUNICATIONS OFFICER: JONATHAN FRIEDLAND
•CHIEF PRODUCT OFFICER: NELL HUNT
•GENERAL COUNSEL: DAVID HYMAN

21. SOCIAL MEDIA POLICY
• SOCIAL MEDIA IS A HUGE PART OF OUR COMPANY AND ONE OF THE BIGGEST ADVERTISING
PLATFORMS. IT'S A PLACE WHERE PEOPLE CAN FIND OUT WHAT WE ARE, WHO WE ARE, WHAT WE
STAND FOR, MEET OTHERS WITH OUR COMPANY AS A MEDIUM OF INTEREST AND ANYTHING
WITHIN THE LINES THAT RESULT INTO A POSITIVE OUTCOME FOR NETFLIX AND OUR
CUSTOMERS. SOME OF OUR GUIDELINES FOR OUR SOCIAL PLATFORMS ARE:
• BE RESPECTFUL WITH WHAT YOU WRITE AND ADVERTISE
• MAKE SURE EVERYTHING YOU ARE POSTING IS LEGAL
• HAVE KNOWLEDGE OF WHAT YOU ARE POSTING OR INDULGING IN
• BE USEFUL FOR OTHERS
• ACT AS THE SOLUTION AND NOT THE PROBLEM
• ASK BEFORE YOU POST TO ENSURE NO ONE IS HURT

22. SOCIAL MEDIA POLICY CONTINUED
•NETFLIX IS SERIOUS ABOUT THE APPROPRIATE USE OF THEIR SOCIAL
MEDIA PLATFORMS AND ENSURES THAT ALL VIOLATIONS WILL BE
PUNISHED.
•NETFLIX SOCIAL POLICY ENSURES A SAFE ENVIRONMENT FOR ALL USERS
AND DOES NOT TOLERATE ANYTHING ILLEGAL AND LESS ACTIONS THAT CAN
HARM OUR COMPANY OF OUR CUSTOMERS. WE RESERVE THE RIGHTS TO
SUSPEND ANYONE'S ACCOUNT AND PROCEED WITH HIGHER
CONSEQUENCES IF WE DETECT ANY HARM RIGHT AWAY.

23. CRITICAL RESPONSE PLAN
•SCENARIO 1: INAPPROPRIATE POST SENT FROM @NETFLIX
•ACTION PLAN:
•1. DETECT THE POST AND TAKE A SCREENSHOT
•2. DELETE POST FROM SOCIAL MEDIA
•3. ALERT JONATHAN FRIEDMAN (COMMUNICATION OFFICER)
•4. DISCUSS AND FIGURE OUT THE EXTENT OF THE DAMAGE BY SUCH POST
•5. SEE WHAT DISCIPLINARY OR LEGAL ACTIONS NEED TO TAKE PLACE.

24. SCENARIO TWO:
•NETFLIX PAGE COLLAPSES AND NO ACCOUNTS CAN BE ACCESSED
•ACTION PLAN:
•1. ALERT MANAGEMENT, CEO, AND COMMUNICATION OFFICER TO HAVE MORE HANDS
ON DECK
•2. DETECT THE BROWSER PROBLEM ASAP
•3. POST ON ALL SOCIAL MEDIA THAT NETFLIX IS ON ONE STATEMENT TO ENSURE NO
RUMORS GO AROUND
•4. SEE HOW LONG IT LAST AND IF IT'S MORE THAN ONE DAY OFFER ONE FREE LIVE
STREAM OR SOMETHING WITHIN THOSE LINES TO THE PUBLIC
•5. ENSURE THIS PROBLEM DOES NOT OCCUR AGAIN ANYTIME SOON.

25. MEASUREMENT AND REPORTING
• QUANTITATIVE KPI'S
• - REPORTING PERIOD: 3 MONTHS
• - DATA ASSUMED AS SECOND QUARTER OF 2017

26. DIFFERENCE OF THE SOCIAL NETWORK DATA

27. DIFFERENCE SUMMARY
• OUR TWITTER IS ASSUME TO GROW BY 100 VIEWS, FACEBOOK WITH 500, INSTAGRAM WITH 300 AND
LINKEDIN WITH ONLY 5 WITHIN THE END OF QUARTER 2 OF 2017. AS BEFORE, WE ASSUME FACEBOOK
WILL STILL BE OUR LEADING SOCIAL MEDIA PLATFORM AND AS BEFORE WE ASSUME LINKEDIN IS VERY
WEEK FOR NETFLIX. WE WILL CONTINUE TO GROW ON LINKEDIN SLOWLY BUT WILL DEFINITELY NOT
DELETE THE NETFLIX ACCOUNT AS MENTIONED BEFORE, ALL EXPOSURE IS GOOD ADVERTISING.
• THE SOCIAL ASPECT OF NETFLIX IS DOING A GREAT JOB WITH PROMOTIONS, MEMBER ENGAGEMENT,
SOCIAL MEDIA PLATFORMS, CUSTOMER SERVICE AND MAINLY WITH A HUGE INCREASE ON
MEMBERSHIPS. THE #HASHTAG #NETFLIX IS GROWING AND IS STILL THE MAIN NAME FOR OUR COMPANY
POST.
• WE WILL CONTINUE ON ALL FOUR SOCIAL MEDIAS AND WILL BE FOCUSING ON SNAPCHAT MORE;
ALTHOUGH IT WILL NOT BE TO TAKE INTO ACCOUNT SINCE IT'S VERY DIFFICULT TO MEASURE, IT WILL BE
ANOTHER WAY FOR NETFLIX TO BE ADVERTISED, REACH ANOTHER AGE GROUP AND FOR PEOPLE TO
SPREAD THE WORD

28. SENTIMENT ANALYSIS
#NETFLIX
THE #NETFLIX HAS
CREATED ABOUT 80
TWEETS USING THE
HASHTAG EVERY HOUR
DAILY. IT'S GROWING THE
AWARENESS OF NETFLIX
MORE AND MORE BY EACH
HOUR THAT PASSES
EVERYDAY SINCE A COUPLE
OF MONTHS AGO.
QUALITATIVE KPI'S
AN ANALYSIS OF ALL OF OUR SOCIAL
PLATFORMS REVEALS THAT OUR
CUSTOMER SERVICE HAS
INCREASED IN THE PAST TWO
YEARS, CUSTOMERS FEEL MORE
HAPPY TO KNOW A LOT OF MNOEY IS
USED FOR SHOWS AND DO NOT FEEL
AS MAS AS BEFORE WHEN THEY
REALIZE THEY HAVE TO PAY EXTRA
FOR LIVE STREAMING, EXPOSURE IS
GROWING AND THE BIGGEST
PROBLEMS FSO FAR IS INCLUDING
LIVE STREAMING WITHOUT
INCREASE MEMBERSHIP PRICES.
PROPOSED ACTION ITEMS
1. CONTINUE WITH THE HASHTAG
#NETFLIX
2. CREATE A NEW GIVEAWAY TO THOSE
WHO SIGN UP BEFORE THE THIRD
QUARTER STARTS
3. INCREASE FOLLOWERS AND
CONTENT BY 10% ON LINKEDIN
WITHIN THE NEXT 6 MONTHS
4. ENSURE THOSE CUSTOMERS WHO
ALREADY HAD A MEMBERSHIP SINCE
NETFLIX STARTED THAT THEY WILL GET
FREE LIVE STREAMING FOR SIGNUP ON
DAY ONE.
5. CONTINUE WITH CUSTOMER
SERVICE IMPROVEMENTS ON SOCIAL
MEDIA