PowerPoint Presentation

1Jeff Hamilton, Kara Scully, Emily Morton and Lauren Brose

December 3, 2014

JOUR 463 Professor Aimei Yang

AgendaCompany overview/SWOT analysisSurvey FindingsIn-Depth Interview SummarySocial MediaRecommendationsDiscussion

SituationOnline streaming becoming more relevantAmazon Prime $99/year2012-$39 billion income loss$1 billion spent on programmingStreaming traffic increases 94% past 12 months

10% of programming money spent on original programming4StrengthsVariety of programming optionsOptions for the whole familyOriginal video contentCustomer rating systemInstant Video included with Prime membershipCompetitive pricing

WeaknessesStrong competitorsLack of advertisingGrowth rate slowing downOverextension of Amazon as a wholeDwindling profit margins

OpportunityReinvent process of selecting pilotsAccess to UK marketRoom for experimentation

ThreatsNetflix, Hulu, HBO Go, etc.Patent infringementOther Amazon departments

CompetitorsCompanyAnnual SalesAmazon$74.451 billionApple Inc.$170.91 billionNetflix$4.37 billionHulu$1 billionReviewVariety of shows and innovative original programming

Lack of presence in a highly competitive market

The Survey MethodThe results of our Qualtircs survey were gathered through a convenience sampling method, as most of the respondents are our friends or family. Surveys were sent out through Facebook for convenience purposes, and recipients could choose to participate in the survey.

Participant Information

Survey FindingsAware that Amazon Prime customers can stream video content.Aware that Amazon produces original content. A majority replied that they would not be interested in this service. (viewing original content)

Survey Findings

First Observation

Second Observation

Third Observation

ConclusionAwarenessFormulate a strategy to generate interest

Interview OverviewGather insights on the publics awareness of Amazon Primes Instant Video Streaming serviceAll responses will remain anonymous Help researchers tailor a public relations campaign to benefit Amazon Prime Instant Video

Participants

Interviewed 8 individuals Male, 41, Audio Engineer, WhiteMale, 21, Freelance Graphic Designer, WhiteFemale, 39, Set Dresser, Multicultural 5 Females, 20, Students, White

Interview FindingsMainly used Netflix and other online streaming servicesSome original programming they watched online were from both Amazon and NetflixAmazons advertising seems to be lacking Convenient

Findings ContinuedDeterred from Amazon Prime Instant VideoSuggested Amazon improve their marketing and advertising efforts

Social Media AnalyticsKey WordsAmazon Instant VideoFree Prime

Social Media Analytics

Sentiment

Social Media Analysis

Website AnalysisPopularityEducational BackgroundWhere people visit Amazon.comGoogle

Audience

Audience

RecommendationsIncrease on-site presence of Amazon Instant VideoRed carpet publicityInterviews on talk shows w/ actorsFocus resources on promoting original programmingGenerate more interest for streaming

RecommendationsSponsored hashtagsPromote 2-for-1 dealGaming platforms such as Xbox and PlayStationUse of social media

Thank youQuestions?