Netflix Public Relations Campaign Conclusion Assignment

Netflix Public Relations Campaign Conclusion Assignment

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  PUBLIC RELATIONS CAMPAIGNCONCLUSION Name: Jessica Gold Organization: Netflix 1. Targeted Media (Specific news media outlets and journalists to target for your campaign. A minimum of five journalists and outlets are required and should include a variety of platforms.)  Peter Kafka - Recode  TechCrunch – Jordan Crook (she writes about internet culture, social networks, and consumer-facing technology.)  Kim- Mai Cutler - TechCrunch  The Verge  Entrepreneur  Inc  Forbes – Karsten Strauss (tech journalist)  Walt Mossberg – The Verge Mossberg: Prev. WSJ, current The Verge (Executive editor) and (Editor-at-large of Recode, websites owned by Vox Media)  Cade Metz – Wired  Martin Lamonica - The Conversation Explanation of why these journalists and reporters would be targeted, including why they would have interest in a story and how they can reach and influence the target audience: These journalists and media outlets were specifically chosen because of their technology focus and knowledge in addition to their credibility, awareness, and experience. I specifically targeted technology and entertainment media outlets and journalists that work at these outlets and have a passion for technology and often write about technology. TechCrunch, The Verge, Forbes, Wired, and Recode are all media channels giving Netflix the largest audience opportunities and the largest number of my target audience can be reached through these channels, in addition to covering frequent stories on the Netflix brand and related streaming video topics, and competitors. I feel Entrepreneur will reach a diverse number of people and also covers several pieces on consumer technology including past stories on Netflix. Their writing style generally captivates readers and is easily shareable content that is frequently retweeted and shared across social media platforms reaching consumers easily and quickly. These sources are credible, and this story would align with their brands and the media these outlets publish frequently.
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  Peter Kafka hasthe experience, credibility, interest, and track record of Netflix stories making him ideal for covering a story for the Netflix campaign. He has a large following giving the story a large audience and his audience connects well wit the target audience in mind for the Netflix campaign. 2. Email Pitch (A concise email story pitch to a journalist from the targeted media list to persuade the journalist to cover an aspect of your campaign, implementing the best practices for media relations discussed in the course and covered in chapter 22 of The New Rules of Marketing & PR.) To: Peter Kafka, Executive Editor, Recode From: Jessica Gold, Public Relations Manager, Netflix, Inc. Subject line: Netflix, a universal experience changing the way the world experiences entertainment – For Recode Body of email: Dear Mr. Kafka, I’m a huge fan of your Recode Media Podcasts. I recently caught your podcast on David Haskell yesterday. Your writing style is captivating, and I often find myself reflecting on your words. I am a technology and futurism enthusiast myself. I appreciate your honest work. It is refreshing to come across such sincerity. Since your insights on consumer technology trends are crucial to Recode's purpose of 'uncovering and explaining how our digital world is changing- and changing us,' I thought you would be interested in how Netflix will be dramatically changing the way the world experiences entertainment. I have a proposition for you, as the Netflix Public Relations manager, exactly up your alley based on the countless pieces you’ve written. As you know, Netflix has focused its innovation on building a robust catalog of original content. The exclusive story presented to you is that Netflix is currently in the testing phase of several of their technological innovations using artificial intelligence to enhance Netflix’s user interface and improve user experiences. Developments on virtual reality viewing capabilities and augmented reality applications used with ‘Netflix Originals’ are currently underway.
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  Previously pointing out,Netflix repeatedly establishes a ‘first mover advantage’ further justifies why this piece is ideal for you. Netflix is interested in hearing your perspective based on your past work covering Netflix and related topics. If this story sounds like something that would interest you, like I imagine it does, I am pleased to offer you an exclusive interview with CEO, Reed Hastings to further discuss details, including release dates and specifics sure to shake up the technology and entertainment industries. Netflix’s enhancements will set the bar for user experiences and will surely change the way the world views entertainment. Netflix, a universal experience, bigger than anyone could have foreseen, makes this story important to readers around the globe. Please contact me via email, jessgold.dms@gmail.com or by cell (843) 568-8547 to set up a time for an interview with Reed Hastings. Please do not hesitate to reach out to me if you have any questions. Looking forward to hearing from you and reading more of your work. Best, Jessica Gold Jessica Gold, Public Relations Manager Netflix, Inc. 3. Measurement: (Detailed description of measurement methods implemented to determine if the campaign’s strategies were effective and goals and objectives were met.) Sales stats will help determine the campaign’s success using revenue as a measurement to see if sales have increased. Both revenue and number of subscribers can be used to measure financial reach. Social Media Reach can be measured by the number of followers on Netflix social media accounts. This will also enable Netflix to measure the audience growth rate. “The easiest ways to measure social media reach is to compare the number of followers on various
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  social media channelsbefore the start of the campaign to the number at the end of the campaign.” (10 Methods to Measure the Success of a PR Campaign, 2019).  Engagement on Social Media  Media Impressions  Netflix Brand Mentions  Social Shares  Website Traffic (Netflix.com)  Number of Backlinks  Keyword Ranking (SEMrush or Google Keywords) Setting measurable PR goals and objectives is crucial to being able to measure the success of a PR campaign. Measurement methods implemented to determine if the campaign’s strategies were effective include earned media, tracking mentions and shares, as well as using google analytics. Customer relations can also be measured using monitoring tools such as Hootsuite to gain consumer feedback and monitor brand reputation. Impressions can be measured tracking Netflix mentions on owned, earned, and shared media channels. To generate bottom line measurements revenue can be monitored to see if PR campaign efforts generate leads for the Netflix sales staff. Online content using call to actions can be used to see if users being directed lead to consumers purchasing/signing up for Netflix subscriptions. Measurements for pages that are most effective with leading to Netflix subscription sign ups can be monitored through Google Analytics to see which tactics are most effective in increasing revenue. Engagement key indicators are whether Netflix receives positive or negative mentions on social media which can be monitored using Hootsuite. Engagement is also measured by the number of consumers who open their emails or newsletters from Netflix, retweets, likes, and shares on social media channels, if a consumer clicks on a Netflix online advertisement/banner ad, and if a consumer sees an online advertisement. Measurements on social media accounts using likes, shares, retweets, views, and comments (social media mentions) can be used to measure brand reputation. Hootsuite, Google Analytics, Buffer, and more can be used to analyze reach. How often bloggers and the media are writing about Netflix will help with measuring brand awareness and reputation. Netflix can also measure the number of people directed to the Netflix sign up page that actually sign up.
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  Number of subscribersglobally, website traffic, and application usage (number of hours spent streaming weekly) are all methods for measuring Netflix’s success including revenue and engagement. Explanation on how these measurement methods will be effective in determining the success of the campaign: “Objectives are the benchmarks against which the business can measure the effectiveness of a PR campaign.” (Lohrey, 2017). Measurement and analysis should be transparent, consistent, and valid. These measurement methods are focused one engagement and not just “likes” Measuring social media reach enables a deeper understanding of the context of its content and how far it can circulate on social media (10 Methods to Measure the Success of a PR Campaign, 2019). Measuring engagement helps identify the effectiveness of the Netflix PR campaign messages and posts resonating with the target audience in addition to showing the company how the brand is perceived by the public and potential users. Monitoring online brand mentions will help Netflix connect with their active target audience. This helps Netflix understand their brand reputation based off of the amount of positive and negative publicity mentioned online. “Measuring the number of backlinks generated during a PR campaign can help you determine the popularity of your content. The increase in the number of backlinks indicates that people consider your content valuable, useful, and relevant.” (10 Methods to Measure the Success of a PR Campaign, 2019). 4. Timeline: (A comprehensive timeline for the implementation of the various elements of the campaign. This includes strategies in the outline created in Assignment 1, the components created in Assignment 2, and any additional communications strategies and elements for the duration of the campaign. This should include timing of announcements, news releases, blog posts, social media, speaking engagements, events, promotions and any other communications.) Date Communication Tool & Platform Content/Message Purpose/Goal Week 1 May 1, 2019 News release to key media outlets and websites Including… Business Wire Entrepreneur Tech Crunch Announce new product (Lucifer Season 4 Premiere date and #SaveLucifer Campaign showing the power of fans and the impact that streaming video services such as Build awareness of new product (Netflix Original- Lucifer Season 4) and create interest in future campaign elements.
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  Recode Medium Inc Forbes The Verge Netflix hasgiven many successful shows 2nd chances on a platform that allows for less restrictions. Message: Netflix’s platform allows for greater flexibility being an ideal platform for many shows that are not living up their full potential on cable television -Netflix listens to consumers and its subscribers and produces or licenses the content its subscribers care about. -Netflix cares about its consumers and listens to their needs and desires. -Human connection and understanding Week 2 May 2, 2019 Video Trailer shared on social media platforms Release full video Trailer for Lucifer using Netflix social media accounts specifically YouTube, Twitter and Facebook Video trailer promoting Netflix original and the Netflix brand through interesting content, engaging consumers to watch and join Netflix to watch series. Messages: Despite a recent price increase, Netflix’s high quality, growing content Purpose: Focus on creative content/ content marketing rather than advertisements for the Netflix brand Campaign focus on how much new content is being put out to help offset consumer frustrations of subscription price increases. Video
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  library filled with excitingoriginals featuring some of the biggest names in TV and film contribute to Netflix’s amazing value and global appeal. Check out our growing binge-worthy content library today. trailers help show Netflix increasing their original content library and helps consumers focus on the positive of the brand rather than the negative by emotionally engaging with a series or movie. Goals: Maintain positive brand reputation/image of being a great value despite subscription price increases by promoting a larger content library of originals being offered. Maintaining over 90% of current subscribers from May of 2019 to January 2020. Week 2 May 12, 2019 Social Media Post Video content Twitter, Facebook, Instagram, and LinkedIn social media channels Special Mother’s Day Post using Netflix Original clips to create a 60 second movie clip post for Twitter, Facebook, Instagram, and LinkedIn. Build brand Awareness, and product awareness for Netflix original content, and to engage with target audience and monitor brand reputation and measure consumer engagement through social media analytics  Generate brand awareness through social media engagement
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  by increasing the numberof weekly Twitter post by 20%, scheduling daily video content and engaging posts with high quality images to promote ‘Netflix Originals’. Using social media tools like Buffer and Hootsuite to schedule posts and monitor Twitter analytics to measure progress Week 2 May 13, 2019 Publish Blog Post by Ellen DeGeneres (Spokesperson) & share on Netflix social media accounts including Twitter, Facebook, & LinkedIn What Ellen personally loves about Netflix and what to watch. Discussing her joining the campaign Netflix is a joke and her Relatable Netflix special, including why she choose Netflix for her Relatable special. Builds brand credibility, awareness, and consistency. Helps consumers engage with brand to help measure engagement and brand reputation Week 2 May 16, 2019 Interview with Reed Hastings, CEO of Netflix Airing on CNBC Replays shared on social media Video format with clips shared on social media, Full video Social Media focus on vulnerability, honesty, truthfulness Netflix, a universal experience that is bigger than anyone could have imagined. Grow streaming subscription business domestically and globally to reach over 150 million in 6 months by focusing on culturally diverse original content variety, transparency to build consumer
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  shared on YouTube Netflixchannel and by third party channels given access to video content to share on their YouTube channels. Social media users able to share and retweet video content of interview clips creatively edited to be more entertaining and concise to cater to millennial generation of wanting brief clips that are engaging and full interview on CNBC for older generations who enjoy more detailed credible media outlets. A relatable, down to earth brand, despite its major success worldwide. A relatable experience across the globe. Interview shares new plans for Netflix and is a very transparent interview asking about Netflix’s strategy for success and advice to others for building a loyal brand using brand consistency and engaging storytelling tactics. loyalty and trust, and customer engagement through social media. According to Forbes, “Almost 40 percent of users are following their favorite brands on social media and 1 in 4 users are following brands on social media from which they might make a purchase” (McCue, 2018). Week 3 Application (free downloadable app) Available on Mobile phones, smart TVs: Technology Create and add application to promote Netflix original Purpose: To engage consumers,buildbrand awareness,promote original content,and improve userexperience withtrendsmoving towardsmore individualsstreaming contenton mobile devices andsmartTVs. The 4K television market has seen a ten-year growth of 43% in the US, with the market estimated to be worth $71.9 billion (digitaltveurope.net, 2017). New patented tech creating a shift in 4K screen resolutions for
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  better compression with streaming. Week3 Email Owned media sharing suggestive content -Personalized emails using artificial intelligence for suggested content subscribers may like based on previous viewing history To promote brand and content, to illustrate the user interface and user experience capabilities of their platform and high- tech innovation focus to please users and improve entertainment experience. Building credibility, and loyalty by engaging users with platform, and to keep users engaged in content to maintain current subscribers.  Improve customer experience by focusing on user experience further developing user interface features that enhance personalization and convenience. Week 4 Banner ads on Netflix website to promote increase in Netflix Originals and growing library and Google Ads and Facebook ads/banners showing an image of several new Netflix originals Check out our growing binge-worthy content library today.  Maintain top industry position as far as being the world’s leading Internet subscription service for TV shows and
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  movies using number of subscribersto measure positioning.  Maintain image of being a great value despite subscription price increases promoting a larger content library of originals being offered by maintaining over 90% of current subscribers from May of 2019 to January 2020.  Grow streaming subscription business domestically and globally to reach over 150 million in 6 months by focusing on culturally diverse original content variety, transparency to build consumer loyalty and trust, and customer engagement
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  through social media.  Week 4Social Media Campaign competition using social media outlets Join Netflix in giving back by working with us and our partnered nonprofit organizations. Social Media Campaign competition to promote giving back to charities that Netflix partners with by creating a contest that involves consumers posting screenshots of charities they are giving to and their stories of how they are giving back by planting trees, or cleaning up beaches or parks, posting images on social media of cast members of originals doing the same.  Build Netflix’s positive brand image by increasing the number of partnerships with non-profit organizations globally throughout the next year by 30%.  Maintain positive brand reputation Week 5 Comic-Con speaking engagements for Netflix originals to interact at Series such as Luke Cage, The Defenders, Bright, Lucifer, and more will appear at Comic-Con for speaking engagements  Grow streaming subscription business domestically and globally to reach over 150
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  To interact withfans and promote the series and the brand. To discuss how the series were able to have greater flexibility with Netflix platform vs network content restrictions that series such as these would normally have to deal with million in 6 months by focusing on culturally diverse original content variety, transparency to build consumer loyalty and trust, and customer engagement through social media and public appearances. Week 5 Recode podcast with CEO, Reed Hastings done by Peter Kafka Week 5 Netflix blog article on their Netflix website Netflix blog article on the latest series coming this summer Purpose: To promote originals Message: Growing content library making Netflix a great value Goal: Keep subscribers despite price increases for subscriptions and continue to expand subscriber growth attracting new subscribers through exciting/appealing original content library Week 6 TV ( NBC) Ellen DeGeneres Show Stranger Things cast appears on Ellen DeGeneres to talk about the upcoming season in July Goal: Keep subscribers despite price increases for subscriptions and continue to expand subscriber growth attracting new subscribers through exciting/appealing original content library
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  Week 6 EarnedMedia: Newspaper New York Times piece on Netflix’s successful subscriber growth and cord cutting trends  Grow streaming subscription business domestically and globally to reach over 150 million in 6 months by focusing on culturally diverse original content variety, transparency to build consumer loyalty and trust, and customer engagement through social media. Week 6 Tech Crunch article on Netflix platform changes to come Tech Crunch article on new features to improve the user interface and enhance customer experiences  Improve customer experience by focusing on user experience further developing user interface features that enhance personalization and convenience. Summary and explanation of the timing of communications strategies: The communication strategies allow for an optimum level of exposure with being able to reach the largest number of people in our campaign target audience while still maintaining a realistic budget. These outlets chosen and the timing give the campaign a
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  diverse number ofoutlets to reach consumers and actively engage with current and perspective Netflix subscribers. References: 10 Methods to Measure the Success of a PR Campaign. (2019, January 03). Retrieved May 4, 2019, from https://www.prmention.com/blog/10-methods-to-measure-the-impact- of-pr-campaign/ 4K TV market 'to be worth US$380.9bn by 2025'. (2017, July 12). Retrieved March 17, 2019, from https://www.digitaltveurope.com/2017/07/12/4k-tv-market-to-be-worth-us380- 9bn-by-2025/ Lohrey, J. (2017, November 21). How to Measure a PR Campaign. Retrieved May 4, 2019, from https://smallbusiness.chron.com/measure-pr-campaign-74958.html McCue, TJ. “Social Media Is Increasing Brand Engagement And Sales.” Forbes, Forbes Magazine, 26 June 2018, www.forbes.com/sites/tjmccue/2018/06/26/social-media-is- increasing-brand-engagement-and-sales/#1438e69c7cb3. Scott, D. M. (n.d.). The New Rules of Marketing & PR. Retrieved July 1, 2013, from http://ce.safaribooksonline.com/book/sales-and- marketing/9781118711071/cover/cover_html?uicode=fullsail Tech Journalists Entrepreneurs Should Follow | Tech Journalist List. (2018, November 14). Retrieved May 3, 2019, from https://emergeapp.net/sales/famous-tech-journalists-to- follow/