The document provides social media strategy recommendations for Netflix to expand its brand loyalty. It analyzes Netflix's current audiences and social media presence. It recommends that Netflix create a brand persona called "Neal Netflix" and strategies to collaborate with followers, encourage community participation, and contribute valuable content. This will make Netflix's brand more personal and create customer advocates, rather than just broadcasting messages.

1. Social Strategy
Recommendations
By: Megan Bryja, Jacklyn Drummond, Laney
Lewis, Josh Lyon and Lauren Sarama

2. Category
“Internet Television Network”
Provides on demand
streaming media
Competitors: Hulu
Plus, iTunes, Amazon Instant
Video

3. Audience
3 Main Groups:
Movie Buffs
No Time
Most Value

4. Facebook
Response time
takes more than 1
day to reply…
Only branded messages

5. Twitter
Tweet at
customers not
with them
Lots of followers, little
following

6. Current Marketing Strategy
Conclusion:
Netflix is not collaborating with
their users, and as a result, is not
creating a sense of
community, which leaves their
users no reason to contribute.

7. Recommended Social
Strategy
Goal: Expanding Brand Loyalty
Create a more personal brand
Create customer advocates
Create value for customers

8. Recommended Social
Strategies
Strategy 1: Brand Persona
Strategy 2: Collaborate
Strategy 3: Community Participation
Strategy 4: Contribute

9. Recommended Social
Strategy
Strategy 1: Brand
Persona
Meet Neal Netflix
 Mid 30’s
 Movie buff and critic
 His friends call him for
questions instead of going to
IMDB
 Always up to date with the
latest shows and movies
Have a question or
comment? Ask Neal Netflix

10. Recommended Social
Strategy
Strategy 2: Collaborate
With followers to build a mutually
beneficial relationship
Allows for followers to give input

11. Collaborate

12. Recommended Social
Strategy
Strategy 3: Community
Participation
Elicits valuable customer suggestions
Allows for more follower interaction

13. Community Participation

14. Recommended Social
Strategy
Strategy 4: Contribute
Contribute content to become a
valued member
Create a reason for customers to
keep coming back

15. Contribute

16. Questions?
#AskNealNetflix