netflix: brand analysis

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 by Marc Randolph and Reed Hastings.

Hastings was inspired to start the company after being charged late fees for returning a rented copy of Apollo 13 after the due date.

The world’s largest internet subscription service for watching movies and TV instantly with more than 25 million members worldwide.

Netflix is revolutionizing the way people watch movies and TV shows by streaming directly to them.

Netflix has become the preferred online provider of the entertainment experience in the U.S.A.

Netflix streams from:Microsoft Xbox 360Nintendo WiiSony PS3 consoleBlu-ray disc playersInternet-connected TVsHome theater systemInternet 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 Media Volume by Social Media Type:

Overall Sentiment

Top Social Media Influencers for Netflix: By Follower Count

Top Social Media Influencers: By Frequency of Brand Mentions

Topics/Keywords Most Associated with Netflix:

Overall Social Media Share of Voice Versus Competitors:

Competitive Analysis:

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 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

How Can Netflix Improve? Cont.

Problems:Lack of comparable selection between DVDs by mail

and Instant StreamLack of reasoning behind price increases

Solutions: Improve Instant Stream selection, making it

comparable to the DVD by mail selectionNetflix 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 customersNeeds 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