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31/05/2011 by

CMO Insights: Netflix Movie Rental Community

Watch TV shows and movies via your PC, TV, Wii, Xbox, PS3 or iPad for $7,99 a month. Netflix runs a $ 1,3 billion online movie rental community with over 15 million subs. Through close observations we can share some sweet community marketing insights with CMO’s.

Netflix offers a fully personalized social site where individual recommendations are offered in a wholly transparent way – for example, by displaying the ratings of the ‘members average’ versus Netflix’s ‘best guess for you’.

In addition, there is a substantial focus on community: advice is drawn from thousands of customer reviews and top 10 lists. And Netflix subs can filter through movie opinions by finding other like-minded customers.

Movie freaks who learn about films through other sites – such as RottenTomatoes, the movie review site of the New York Times – can add these reviews directly to their Netflix queues.

CMO’s in the entertainment industry that want to inject social intensity and smartness to their web platforms, are invited to learn from Netflix.

Some of that juice Netflix translated into tangible steps for CMO’s: Do act as an Advertizer in Paid Media (ATL campaigns). Act as a Facilitator in Owned Media (your own site, community, platform).

For short term campaigns: creativity is key. For long term programs strategy will be key. Below visuals might help.

click the visual to enlarge it

Remember: Without good content, there is no engagement. And without engagement, there is no social and no community.

And if if you do not have great content, why not let your community members create it for you? You just moderate and manage.

click the visual to enlarge it

Brands are becoming our friends — on social networks like Facebook, Twitter and through blogs. Or at their owned media channels like their website or community.

Here CMO’s can re-engineer their brands, connect to their fans and to establish a new brand identity through storytelling and social interactions.

What’s your opinion on the Netflix approach?


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Igor Beuker
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