Netflix Social Media AuditVanessa Ruiz

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OverviewExisting Audience

Existing Channels

Competitive

Situation Analysis

SWOT Analysis

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Existing AudienceCHANNEL WHO WHERE CONTENT SENTIMENT

@netflix

Gender: 50.6% Female, 49.4% Male

51.2% US 13.7% Brazil 7.5% Spain

Most Popular Hashtags: #Netflix, #Oscars #SaveFakingIt

Requests for shows to be added to Netflix

The Netflix Lifestyle = staying home and binge-watching your favorite shows

23% Positive 28% Negative 49% Neutral

@netflix

Gender: 51.0% Male, 49.0% Female

61.5% US 13.2% Brazil 6.2% Spain

Most Popular Hashtags: #netflix, #netflixandchill, #netflixnight

favorite shows

The Netflix Lifestyle = you stay work out and eat healthy, and I

stay home watching Netflix eating chocolate

43% Positive 13% Negative 44% Neutral

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Our Existing Channels

CHANNEL KEY STATS POST FREQUENCY PERSONA CONTENT SENTIMENT

(on page) NOTES

@netflix

2.8 M Followers 581.5 K Mentions

1.8 M Engagement 109.7 K Impressions

86.3 K Reach

3-4 per day Funny, Clever, Witty

Uses gifs and clever responses

which shows currency

See promos for new shows and fun

graphics playing on the “bingewatching”

popularity

Neutral / Negative

Most people support the brand, but there are a lot of

negative comments regarding the show Dear White People and writer

Jack Moore.

No UGC.

Posts with significant engagement spikes are the promos for popular shows like Santa Clarita diet, movies, and almost

anything related to Stranger Things.

@netflix

3.1 M Followers 45.8 K Mentions

4.3 M Engagement 358.6 M Reach

3-4 per weekFunny, Clever, Witty

Similar to Twitter, but more personal.

You get the inside scoop as if you were close friends with the stars of your favorite

shows.

Neutral

Followers request shows and movies to be added to

the site.

Using album feature.

No interaction within comment threads, which would be cool since the

account has such an intimate vibe.

** Both channels use hashtags for Netflix movies and shows. Actors are tagged in posts.

Overview of @Netflixhelps, the customer service account on Twitter: - 174 K followers - Who: Upset customers wanting to watch their shows - sassy comments, but none overwhelmingly negative about the company. - Persona: formal, polite, robotic. - Quick to respond to issues. - Sunday, February 26, 2017 was the first tweet since October 2016.

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Netflix Post Examples

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Competitive - key stats comparison by reach

BRAND FOLLOWERS MENTIONS ENGAGEMENT REACH

Hulu 528 K 49.7 K 112.7 K 472.2 M

Netflix 2.8 M 581.5 K 1.8 M 86.3 K

Amazon 326 K 1.8 K 34.2 K 39.8 M

BRAND FOLLOWERS MENTIONS ENGAGEMENT REACH

Netflix 3.1 M 45.8 K 4.3 M 358.6 M

Amazon 54.1 K 4.4 K 403.1 K 65.1 M

Hulu 82.9 K 825 30.4 K 4.5 M

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Competitive - Amazon Video

CHANNEL KEY STATS AUDIENCE POST FREQUENCY CONTENT PERSONA SENTIMENT NOTES

@AmazonVideo

326 K Followers 1.8 K Mentions

34.2 K Engagement 1 M Impressions 39.8 M Reach

Countries: 34.9% UK,

34.6% US, 9.4% Japan

Gender: 69.3% Male, 30.7%

Female

2-3 per day,

*5-10 around big events like the

Oscars

References movies or shows you can stream on site.

Hashtags used for shows and #PrimeVideo.

Sometimes used for current events: #Oscars,

#BlackHistoryMonth, #Valentines

Links drive viewers to streaming site.

Simple, Friendly, Fun - let’s you know what's

streaming and includes some low

key reference to the show or film to make fans laugh.

60% Positive 9% Negative 31% Neutral

Retweets often from show accounts and

sometimes UGC.

Replies to comments, helping users with customer service

issues. Also replies to positive sentiment, keeping up with the fun vibe of the post

and comment.

@amazonvideo

54.1 K Followers 4.4 K Mentions

403.1 K Engagement 65.1 M Reach

Countries: 70.2% US, 5.9%

Spain, 4.5% Japan

Gender: 63.8% Male, 36.2%

Female

1 post per day

Reference movies or shows you can stream on site.

Uses same images / gifs for some posts but changes

copy.

Some fun facts about how movies were filmed

Simple, Friendly, Fun - let’s you know what's

streaming and includes some low

key reference to the show or film to make fans laugh.

58% Positive 10% Negative 32% Neutral

Copy is well-thought through and clever.

@AmazonVideo comments after with

many hashtags to gain following (see cat and

dog posts under example posts).

Overview of @AmazonHelp, the customer service account on Twitter: - 101 K followers - Who: Upset customers having issues with Amazon website or packages not being delivered. Not much about Amazon Video. - Persona: formal, polite, personal - Quick to respond to issues. - Account used for all Amazon customer service issues, not just Amazon Video

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Amazon Video Post Examples

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Competitive - Hulu

CHANNEL KEY STATS AUDIENCE POST FREQUENCY CONTENT PERSONA SENTIMENT NOTES

@hulu

528 K Followers 49.7 K Mentions

112.7 K Engagement 3.7 M Impressions

472.2 M Reach

Countries: 57.4% US, 26.1% Japan,

4.7% Indonesia

Gender: 51.9% Female, 48.1% Male

#netflix in top 3 used hashtags

12-15 per weekday

3-5 per day on weekends

Ads for shows to watch.

Retweets form celebrities or Hulu-related articles

Hashtags used for shows and links send audience

to website.

Funny, Informative - Tells you what is

streaming

19% Positive 16% Negative 65% Neutral

Golden Girls content is very

popular.

@hulu

82.9 K Followers 825 Mentions

30.4 K Engagement 4.5 M Reach

Countries: 72.4% US, 9.6% Indonesia,

5.7% Malaysia

Gender: 60.8% Male, 39.2% Female

Most Popular Hashtags Used: #hulu, #netflix

3 per week

Ads for shows to watch.

Funny Golden Girl memes.

Red carpet photos of stars at Hulu events.

Hashtags used for shows and holidays like #ValentinesDay.

Funny, Real - Copy is funny, honest

as if you were speaking to a friend.

Sounds female.

40% Positive 19% Negative 41% Neutral

No clear-defined account theme. Viewers cannot

depend on account for

specific content.

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Hulu Post Examples

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Situation AnalysisNet$lixisdoingsigni$icantlybetterthanitscompetitorsbasedonhowitusesitssocialmediaaccounts.Ithasthemostfollowersonbothaccounts,whichallowsthebrandtoreachmanypeople.OnTwitter,Net$lixreaches86.3Kpeopleanditengages1.8Mpeople,cominginsecondcomparedtoHulu,whichhasa472.2Mreachandengageswith112.7Kpeople.TheNet$lixInstagramismuchbettercomparedtoitscompetitor’saccountsbecauseitspurposeiscompletelydifferentthanitsothersocialaccounts.TheInstagramaccounthas3.1Mfollowers,a358.6Mreach,andengageswith4.3Mpeople.Net$lixsuccessfullytranscendsitspersonalitysimple,funandfriendlypersonathroughoutitssocialmediaaccounts.Therearenosigni$icantthreatstothecompanybasedonsocialmedia.Ourbiggestweaknessisthatwedonotcommunicatewithourfollowersenough.Weshouldbepresentintheconversationbyreplyingtocomments–Amazondoesthiswell.Overall,itisclearthatNet$lixisdoingbetteraccordingtoorganizationandplanningofcontentanditspopularity.

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SWOT AnalysisSTRENGTHS WEAKNESSES

OPPORTUNITIES THREATS- Be present in the conversation throughout Instagram comments.

- Capitalize on fact that consumer needs Amazon Prime to access many of the better, more popular movies. Consumer can instantly stream any movie available on Netflix.

- Social Media accounts have similar personalities but different purposes - content is completely different on each channel.

- Our Instagram account is unlike any other account. We give our audience a much more personal connection than our competitors.

- Netflix lacks two-way communication with consumer.

- Competitors have higher positive sentiment.

- Negative sentiment towards Dear White People and writer Jack Moore could potentially hurt sales and amount of subscribers.

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