1. Radian6 Brand-Monitoring Presentation
November 10, 2011

2. 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

3. Introduction
Founded 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.

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. Social Media Profile of Netflix:
Volume of Conversation Surrounding Netflix
on Social Media Channels

6. Breakdown of Social Media
Volume by Social Media Type:

7. Overall Sentiment

8. Top Social Media Influencers for
Netflix: By Follower Count

9. Top Social Media Influencers:
By Frequency of Brand Mentions

10. Topics/Keywords Most
Associated with Netflix:

11. Overall Social Media Share of
Voice Versus Competitors:

12. Competitive Analysis:

13. Share of Voice Over Time:

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. 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. Lack of Communication
With Customers

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. 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