Netflix
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The document analyzes Netflix's launch and popularity in Canada based on Twitter data from May to November 2010. It finds that tweets about Netflix spiked at its September launch date and July announcement, but then leveled off. While sentiment was mostly neutral, positive and negative comments were balanced. The analysis suggests Netflix monitor social media for feedback and leverage the strong connection between Netflix and Xbox in marketing.
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Final Assignment on NetflixConnie Butts
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Netflix's marketing plan focuses on continuing to add newer content and movies. A SWOT analysis identifies strengths such as brand recognition worldwide and competitive pricing, weaknesses like declining DVD membership, opportunities like expanding internationally, and threats from competition. The plan targets young to middle-aged adults by offering more newly released movies and TV shows on Friday nights, along with incentives like a free month for referrals. Metrics will evaluate the effectiveness of increasing viewership demographics.Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service Provider
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service ProviderSagarChaujar
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The document evaluates Netflix's digital marketing strategies, highlighting its content originality, user personalization, and extensive social media campaigns. It discusses successful initiatives such as the 'whole month binging' timetable, meme culture engagement, and innovative festival greetings that enhance brand visibility and consumer interaction. Despite some minor criticisms regarding information authenticity, Netflix successfully engages and expands its audience through these strategies, particularly targeting younger users.Business model teardown_netflix
Business model teardown_netflixVinod SP
油
Netflix's business model has evolved over time from DVD rentals by mail to streaming. It now makes most of its revenue from monthly subscription plans that allow unlimited streaming. Netflix acquires and licenses content from partners and produces original shows and movies. It has over 200 million subscribers globally and is highly profitable. However, it operates with negative cash flow due to upfront costs of content licensing and production. Netflix continues to adapt its model by expanding globally and investing heavily in new content.Netflix branding stumbles
Netflix branding stumblesRavi Khatri
油
Netflix originally pioneered online DVD rentals and subscriptions but struggled after attempting to split its DVD and streaming services into separate brands. In 2011, Netflix announced it would charge $7.99 per month for each service instead of the combined $9.99 rate. Over 600,000 unhappy customers cancelled in response. Netflix also tried unsuccessfully to rebrand its DVD service as "Qwikster" before admitting failure and cancelling the split after just one month. The document analyzes Netflix's mistakes in not properly researching customer preferences and expectations around pricing and branding changes.Ad
Netflix
- 1. ACloserLookatNetFlixCanadaACloserLookatNetFlixCanada A closer look at NetFlix in Canada By Carolina Pinho
- 2. ACloserLookatNetFlixCanada About NetFlix NetFlix is an Internet movie subscription service that offers the opportunity to instantly watch unlimited movies and TV episodes streamed from NetFlix to TVs and computers. Officially launched in Canada on September 22nd, 2010, the introduction marks the first availability of the NetFlix service outside the United States. The cost is $7.99 a month. A free one month trial is offered in order to enhance customers experience. ACloserLookatNetFlixCanada
- 3. ACloserLookatNetFlixCanada Objective and Criterias The purpose of this analysis is to explore how Twitter was affected by the launch of NetFlix in Canada. The following criterias were adopted: Timeline used: from May 8th, 2010 to Nov 6th, 2010. Language chosen: English. Keywords used on search: NetFlix. Country chosen: Canada. Results: over 42,823 tweets and 26.5 million impressions.
- 4. ACloserLookatNetFlixCanada Competition Zip.ca is NetFlix strongest competitor, offering online orders and mail delivers and returns. The cheapest plan offered costs $10.95 per month and allows only one DVD out a-time with unlimited DVDs out per month. There are no due dates or late fees. Only 96 tweets sent from May 8th, 2010 to Nov 6th, 2010 compared to 42,823 NetFlix tweets sent over the same period. Zip.ca NetFlix
- 5. ACloserLookatNetFlixCanada NetFlixs Tweets Popularity Burst of 8156 tweets on Sep 22nd, when the product was launched in Canada. 2961 tweets on July 19th when NetFlix announced product launch in Canada (compare it to 21 tweets on the previous day and 519 on the following day ). A few days after the official launch in September 22nd , the number of tweets almost went back to the pre- launch average of 500 tweets per day.
- 6. ACloserLookatNetFlixCanada Some companies are now hiring a monitor, someone who will spend their time monitoring social media conversations , interfering at the exact moment when a simple comment can become a huge problem or even a crisis. Knowing the top ten twitter users, NetFlix could monitor what they are talking on twitter and interfere if and when necessary. Twitter Users with Most Mentions Twitter Sources for NetFlix
- 7. ACloserLookatNetFlixCanada Twitter Reach Reach: 26.5 million impressions Total Tweet Count: 42,823 (estimated total) The blue graphic shows us that 58.60% of messages are regular tweets, against 11.47% Retweets and 29.92% Replies. This means that Twitter users are not engaging on conversations neither creating new content. The orange chart shows us that each Twitter user is exposed just once to a tweet. This confirms that Twitter messages about NetFlix are not having a lot of exposure. Twitter Reach for NetFlix
- 8. ACloserLookatNetFlixCanada The BuzzGraph shows the words that appear frequently along NetFlix. Although the product is also available on PS3 and Nintendo Wii, the graphic shows Xbox as the strongest connexion to the product. This is a relevant information that NetFlix could use when planning the strategy for a new campaign. Those keywords seen on the graph can also be used in the event of a new search (NetFlix decides to understand better what people are saying about them and Xbox for example). The NetFlixs BuzzGraph
- 9. ACloserLookatNetFlixCanada NetFlix Sentiment 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Positive Negative Neutral Sentiment shows that a large quantity of messages on twitter are neutral Positive and Negative comments are balanced Again, we confirm that NetFlix is not getting exposure as Twitter users are not engaging conversations or creating a new content. Sentiment Chart
- 10. ACloserLookatNetFlixCanada Conclusion Many twitter users have a neutral opinion about NetFlix (80%). Yet, there was a huge burst on Sep. 22nd confirming that twitter users know the brand, are interested on the service but somehow get disappointed when experiencing the product. NetFlix should leverage MAP with the following actions: Listen and monitor what people are saying about their product and brand on the social medias. Based on that, improve their product (e.g. offering more movies tittles and new releases). Listen to what people are talking about NetFlix and Xbox, using this strong linkage in their marketing and sales strategies, as Xbox is a powerful brand. Knowing who the top ten twitter users are allows NetFlix to monitor what they are talking on twitter and interfere if and when necessary. Taking charge of the situation as early as possible will help NetFlix to avoid future problems or even a crisis.