I have chosen NETFLIX to talk about today because what happened at the beginning of the pandemic? We were quarantined, which meant working from home or taking classes online. Whatever we had to do to stay healthy while COVID-19 shook the world. What do we do when we are home? We look more into our streaming services for comfort. Some may have heard or seen the term Netflix and chill more predominantly during the pandemic. Let’s face it since we didn’t have to be seen in person, and most face-to-face interactions were zoom meetings, we wore our pj’s, a nice shirt, and an updo for a meeting then resume our natural state. I mean, we were at home. Netflix also did not let us down. They were ahead of the pandemic in 2016. They used YouTube to show us how to make DIY socks just for the occasion, which if you now had the time on your hands, you can dive in. Though it does not have a step to step instructions, you get the idea. The ideal way to Netflix and chill is to wear your comfy socks is how Netflix responded to a large number of memes and internet chatter regarding the phrase.
Snapchat – Netflix paid for an interactive ad, offering Snapchat users an augmented reality experience where they could explore Joyce Byers’ house with the creepy Christmas lights.
Twitter – The novel feature of Barb’s Magic 8 Ball was a subtle way to stir up interest.
Word-of-mouth marketing – The first season became a massive hit on its own, purely by word-of-mouth. This effect rolled on during the wait for the second season, eliciting praise from celebrities and inspiring a pop-up bar in Chicago. “
I will admit finding reviews on Netflix was not the easiest thing to do. I had to gather information by not searching for reviews on Netflix due to the products we’re talking about reviewing were the movies listed and content rather than the service itself. However, I did notice that many articles were about 2018 when the company decided to remove any content reviews from its website altogether. They found it not helpful, which a wide variety of people did not like.
Here are some reviews regarding the website and its services:
Here are some reviews regarding the socks:
From the reviews on Best Company, I have found that most people enjoy Netflix as their provider. Some are negative reviews and not as many as you would expect from a superior streaming service. Most of the bad reviews are now during the pandemic. The prices of services had risen from when Netflix started, and this is true.
Netflix value proposition is simple:
Stories move us.
They make us feel more emotion, see new perspectives,
and bring us closer to each other.
It just makes sense; we all gather together to watch movies, talk about the movies we watch, we either love or hate what we observed, and now have to avoid that movie or series or binge-watch it to the end.
On Netflix’s Facebook account, they have snips from their movies selections and captions such as: “Every time The Baby-Sitters Club made us feel ridiculously old.” This was in regards to the film.
They also have:
The cast of Maid reads select passages from the novel, courtesy of #NetflixBookClub
On Netflix Instagram, they have fun pictures to promote parts of movies they show, Such as
Go Off- Watch the video of some cast members and some of their skits in this fun Contodo comedy series.
CO-CEO Reed hastings just did an interview with the TIMES: Netflix’s Reed Hastings on Rejecting Brilliant Jerks, the Power of Big Vacations, and Spending $15 Billion on Content. If you have time to read the article, I believe you understand who and what Netflix is, which is not just a streaming company. The words Reed referred to when talking about Netflix are: “Enjoyable and broadening.” He opens up about the laid-back atmosphere in the corporation and how it’s a part of their strategy. They are investing big to create and get more content that he wants the company to be more than just the streamer content he wants to help build the creative content how they believe in big vacations for leadership: No cap on vacation days. Though if you go on holidays, they want pictures and videos, they want to get inspiration from where they have been and from the cultures or environments. They are spending $15 billion on content to help in this endeavor. They want to hire more cast and create more content, not just buy already done content.
Netflix has a wide variety of ways they make and share their content. In terms of their marketing strategy, they have a mixed media platform. I have found another blog that dives into the nitty-gritty of this Engagebay. They talk about the seven significant ways Netflix is successful regarding their target audience and getting their products out. Three ways listed via EngageBay that I was unaware of but are brilliant are:”
On Facebook, they have fun captions and videos that we can post and comment on. We have a couple of examples above. Same with Instagram, we have short clips and pictures with content from cast and creators. As for my personal experience, I found Netflix by word of mouth. My cousins had the service, and we saw some content while at a party. I have been hooked ever since.
The marketing challenges the brands face are that some content is not exclusive to Netflix, some of the content is dubbed poorly, outdated content, unknown content, and the price hike of 2020. This can leave some of the targeted audience more skeptical of joining the service or less likely to. With the push of the significant content investment, this can create more of a buzz with customers. The more personalized content and stories updated to their social media push the products and show that the brand is invested in sharing its stories. In the creation of more content, this is what I am looking forward to the most. I hope they finish some of their excellent series that they started and just let us on the cliff about. We want endings. We want closure. We want to enjoy the stories and be brought on a journey with our loved ones. We want to love characters and have our favorite villains. That’s what Netflix has done so far, and we want more.
Currently, Netflix is under scrutiny from some viewers as they just fired the organizer of the Trans employee walkout. I have looked over comments on Facebook, and it seems as though they have kept quiet regarding any comments via that social media platform. They look as though they do not respond to any comments, good or bad. In the Verge article by Zoe Schiffer, Netflix had this to say” A Netflix spokesperson confirmed the employees’ dismissal. “We have let go of an employee for sharing confidential, commercially sensitive information outside the company,” they said. “We understand this employee may have been motivated by disappointment and hurt with Netflix, but maintaining a culture of trust and transparency is core to our company.”
There are also talks about:
Netflix has been Hacked, which many folks were concerned about. However, Netflix has not answered another round of comments on their social media platforms to ease customers’ minds.
These have made it so that Netflix missed a significant mark. Through our book By Scott: New Rules of Marketing & PR, we should answer our customers in real-time and on the most comfortable platforms. Netflix has done none of the above but only answered in articles rather than a personal level.
Customers want real-time reassurance regarding their personal information or things they feel strongly about. Right now, we are in the cultural movent of many minority rights and heightened fear of account information leaking. These should be addressed once twice and however more to help us bridge the gap and feel that they are a trusted provider and know-how they affect us and the ideas of their products.
If I were the brand manager, I would put more time and effort into the customer base. Respond to all the comments promptly. I would also make sure to make them fun and witty because the customers will get a kick out of the references. Though respond accordingly when there are issues. I know that Wendy’s fan base loves the retweets that Wendy’s does and the content they do to show that they are aware of what’s going on in and around the business via the interweb.
I would also do more polls about what content or shows customers want and even have writing contests to see if a customer can get their pilots or scripts picked up and made into a movie since they are searching for creative content.
I have learned that even with a mass amount of success and a laid-back atmosphere within a corporation, there are still flaws and ways to improve upon. Even if you are a trusted provider, whether in a streaming service or even more essential, the customers should be a priority when getting feedback and posting updates. Sometimes in corporations, you need a new set of eyes to allow it to grow and prosper in directions you have never fathomed.
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