Symbiosis Institute of Media and Communication, Pune

Module Name
Digital Communication Solution

Module Professor
Prof. Jay Trivedi

Assignment Name
Social Media Plan

Submitted By:
Student Name: Shweta Bajirao
PRN: 150501430110
Specialization and Section: MBA-CM
Batch: 2015 2017

INTRODUCTION

Made By Shweta Bajirao

Netflix is an online streaming service that gives syndicated content and additionally unique shows on
devices like PCs, cell phones and tablets. You can watch popular shows like House of Cards and also
new titles like Jessica Jones, among different motion pictures and TV shows, at whatever time.
Netflix business model was dependent upon the full integration of the internet - its successful
incorporation and utilization of the internet were critical in competing against, and eventually
overtaking.
They revolutionized the way people accessed entertainment. The VOD business model contributed to
the demise of video rental.
Netflix is the world's top Internet television with more than 50 million individuals in about 50 nations
getting a charge out of more than two billion hours of TV shows and movies every month, including
unique arrangement. For one low monthly price, people can look as much as they need, at whatever
time, anyplace, on about any Internet enabled screen.
Core Message:
The tagline, Netflix and Chill is officially now unavoidable and found on T-shirts, bumper stickers,
and most likely buried deep into a private convo.
The message that Netflix want to convey is that with NETFLIX Movie Enjoyment Now Made Easy

NETFLIX JOURNEY
Founded by CEO Hastings and entrepreneurs Marc Randolph, the idea of Netflix came live in 1997 as
video rental service in 2007 and expanded its roots till 2015 to Australia, Japan, America, Canada, UK,
Ireland etc.

Made By Shweta Bajirao

NETFLIX IN INDIA
7th January was the end of many countries wait when Netflix finally launched its service to 130 new
territories. And thus Netflix started its journey in India, created many ripples in Indias VOD digital
network and many competitors felt the tremors.
Netflix's entry comes at a time when the country has seen an explosion in the number of online video
streaming sites or applications, from NexGTv to Hotstar, YuppTV, Spuul, Eros Now besides Hungama
and Ditto TV.
Original content is an area where Netflix excels. Some of its acclaimed shows such as Orange Is The
New Black, House of Cards, Jessica Jones, etc., are home productions. Right now Netflix is targeting
the premium sector that is SEC A + and A, which is the English speaking market. However this too will
change soon as Netflix will enter the native language market, first through Bollywood content, and
then its own local content, says Jehil Thakkar.

Made By Shweta Bajirao

INDIA CAMPAIGN: #LIFEWITHOUTNETFLIX

Netflix, the worlds most popular on-demand media streaming company is all focused on one of its
biggest markets India.
Netflix executed a clever social media campaign, infused with humor and a desi tadka using GIFs and
videos from Bollywood movies and you know, just Indian things.
This social campaign is created primarily to share with users the things they love about Netflix and the
great stories they can find on service. The campaign is getting great response and engagement so far
and now they are facing themselves to plough within regional communities within the Indian audience
to help them discover content they will love and better understand what they want when it comes to
entertainment.
Netflixs early adopters were digitally-connected, tech-savvy and those who have smartphones and
eager to try anything new when it comes to technology to be trendy. Now with launch of brand films
in regional language, Netflix is starting to build around this customers and increasing its customer base
through deeper local insights.
People who are aware of what Netflix is, will anyway be on it. This campaign was run to get those on
board who still dont know about the platform but curious. They didnt stated the obvious, about the

catalogue, and new users who are not aware about what Netflix has to offer will not be able to
understand anything through this campaign.
They launch a digital brand film under this campaign named Commitment with standup comedian
Abish Mathew, who proposes to his lady love over a dinner date. The girlfriend accepts the proposal
when she peeks into ring box to find Mathews Netflix Id and password. The film is part of Netflixs
social campaign #LifeWithoutNetflix, which is being promoted since 21 July.
When Netflix touch down Indian soil this year was marked with limited fanfare on the companys part.
No gala launch events, no press conferences with big names, no over the top PR drive. It was left to
the overzealous media and enthusiastic netizens to spread the word organically. And they did a great
job. Lets see how their social media campaign went:
STEP 01: IDENTIFYING TARGET GROUP
Demographics:
Age: 25-35 years old
Household Income: more than 6 lakhs
Status: Married/ Single
Psychographics & behavior:
People who ate techno savvy mainly netizens
They who are too busy to go out to cinema or DVD shopping
They who are frequent movie renters
They who doesnt like interruptions during entertainment.
They like to pamper and make time for themselves

User Persona:

THE SOCIAL TECHNOGRAPHICS LADDER classifies consumers according to their participation in the
groundswell, placing them into 7 groups.

Creators- prepare the social content consumed by others. They write blogs, articles, upload
videos, music.
Conversationalists express their opinions to other consumers (businesses) using social
networking sites such as Facebook, Twitter.
Critics respond to content from others, they post reviews of products/services, comment on
blogs, participate in discussion forums, and edit wiki articles.
Collectors- organize content for themselves and others by using RSS feeds, voting sites
likeDigg.com
Joiners maintain profiles on social networking sites like Facebook, MySpace.
Spectators -consume what others produce-blogs, videos, forums, podcasts, reviews.
Inactives do not use social media, dont create, and dont consume any type of social content.
If you understand where your customers fall within the ladder, you can determine what type of
strategies can be used to reach your target market. Here is the ladder for the activities of
youngsters/adults.

STEP 2: LISTENING
When it comes to audiences involvement in Netflix customers are very active and vocal, which help
Netflix to strategies very easy. They demand what they need direct and Netflix replies to them in same
tone - very friendly and with slang which help them relate to them.
Manu consumers are appreciating the
services and coming up with stories
that influence other and thus helps
with WOM.
People are demanding shows that they
want and thus help Netflix to know the
Indian audience better & keep their
preferences at check. They converse
with them like friends and update
them about new shows.

People are usually concerned about

the Netflix content database. Some
show regrets and some demand for
more.

And people are loving them on social

media.

When it comes to competitors, their ways twitter spat between Netflix India and Hotstar.
HotStar, a similar venture by Star Group, and Netflixs arch competitor in India, took this rivalry to
social media recently, when the two brands waged a verbal war on Twitter.
It started off due to a similar outdoor billboard done by Netflix and Hotstar and the brands responded
to each others tweets with GIFs, resulting in some sparring which left social media users entertained.

Their twitter Conversation:

That was some fun and some serious bashing. This time it was Netflix India and Hotstar at loggerheads,
and trust me, this was quite a war of wits!
WHAT COMPETITORS ARE SAYING ABOUT THEMSELVES?
1. HOTSTAR

Hotstars target audience are mostly millennial and their advertising reflects this with the tagline
Go Solo. They have effectively used the platforms for spreading their message where they can
target their audiences- TV, Digital (YouTube, Facebook, Twitter, Instagram).
Advertising appeal of watching the content that todays youth like which is very different from their
parents and every other individual, giving them the benefit to bask in joy with their own shows.

2. SONY LIV
Sony Livs target audience are between age group 15-35 years age. The tagline they used to
communicate their message is Jo Aap Chahein. They have effectively used the platforms for
spreading their message where they can target their audiences- TV, Digital (YouTube, Facebook,
Twitter, Instagram). They used their shows that are already famous like CID to grab the attention
of audiences and held contests around them on social media platforms. They started Sony channel
famous shows on Sony Liv and urged the audience to watch whenever they want their favourite
episodes.

3. VOOT
Voot offers exclusive content with all the viacom channels. When one is addicted, they need to
get their fix as soon as possible and as often as they can. Any interruptions tend to make them
restless.

STEP 03: SETTING GOALS

SWOT OF NETFLIX INDIA
STRENGTH

WEAKNESS

Quality
Knowledge
Relationship selling
Branding
Content
Brand Recognition
OPPORTUNITIES
Regional Content
Expansion of base
Partnerships

Monthly Charges
Technology
Infrastructure
Customer dissatisfaction

THREATS
Competition
Price Competition
Technological development of
competitors

Seeing the requirement of Indian target audience toward regional side, Netflix has started indulging in
curating Indian movies and series. To start with they have started with Brahman Naman, Indian

comedy film directed by Qaushiq Mukherjee. It was shown in the

World Cinema Dramatic Competition section at the 2016 Sundance
Film Festival. It was released on Netflix worldwide on 7 July 2016.
Netflix to connect to Indian audiences more aggressively came up with
#LIFEWITHOUTNETFLIX campaign.
They are taking the steps ahead in satisfying the needs of Indian
audiences, they are planning to start with regional series too. They are
creating original content exclusively for Indian audience which are
available even in Netflix Australia and US.

STEP 04: DEFINING STRATEGIES, SELECTING TOOLS AND IMPLEMENTATION

To achieve the goal of connecting to Indian audiences Netflix executed a clever social media
campaign, infused with humor and a desi tadka using GIFs and videos from Bollywood movies and
you know, just Indian things.

With the help of this campaign Netflix aims to take over traditional television in India.
Netflix partnered with a series digital influencers for the Twitter campaign, each of whom responded
to this question.
BRAND FILM:
They came up with the platforms first-ever digital brand film for India titled Commitment features
standup comedian Abish Mathew, who proposes to his lady love over a dinner date.
Surprised and ecstatic, the girlfriend accepts the proposal when she peeks into ring box to find
Mathews Netflix Id and password.
The film is part of Netflixs social campaign #LifeWithoutNetflix, which is being promoted since 21 July.
Before the launch of the brand film, Netflix was promoting the campaign on Twitter tagging social
media influencers using #TheNetflixLife.
The social media platforms that Netflix India uses are:
1.
2.
3.
4.

Facebook
Twitter
Instagram
YouTube

FACEBOOK

The popularity of Facebook fan page of Netflix India is growing

continuously. The page has crossed the mark of 26,176,391 fans
and still the count is increasing with every passing day. This
number has been achieved in 3-4 months.

They posted several posts highlighting how Netflix day is the

day your are yourself and posted videos.
Netflix released a few short videos on their official Facebook
page featuring stand-up comedian, Abish Mathew from All India
Bakchod, a recognized face among the Indian youth.

Many videos highlighting Netflix feature, announcing more content is coming and giving people to live
Netflix Life was posted.
They have started creating gifs and short videos which has become very famous and trendy among the
millennials.

TWITTER

Netflix Indias Twitter has more than 8000 followers. This brand is using twitter quite well to launch and
run campaigns.
They are creating a lot of engagement around #TheNetflixLife and #LifewithoutNetflix. Many discussion,
interactions, arguments and raffing goes on this account. Netflix India is giving quite a great responses
according to the audiences.
They keeps a very consistent timeline in regards to their tweet content. Every tweet is related to a
campaign. They also create product-specific campaigns, showing the benefits in very entertaining way
using shows character and scenes from showscreating the most engaging content ever seen. Theyre
typically very timely in responding to tweets, which is always great for encouraging conversation with
followers.

YouTube:

With a subscriber base of 6k+, they keep on uploading trailers of new shows, video clips of shows and
introducing characters of various shows but even with low no. of subscribers the response to each video is
quite remarkable.

INSTAGRAM:

Mostly the content that goes on their Instagram is same as of all platforms. Considering the campaign
the response of Instagram was less.

MONITORING
Key performance indicators should be engagement levels, the number of impressions,
participants and the passion levels. By analyzing these metrics we are able to see if people are
engaging with the brand and current campaign.
When it comes to #LifeWithoutNetflix Campaign, the two hastags was used # LifeWithoutNetflix
and #NetflixLife.

Source: TweetReach
The data is based on approximation.

Netflix uses various social media listening tools to keep track of their social media accounts and to
learn about their audiences.

SUGGESTIONS
During the whole campaign Netflix India should have:
1. Before launching social media campaign they should have started SEO campaign.
2. Cross promotion is good but putting up same content on every platform is not. On every platform
the content is same.
3. Some twitter contest should have been launched on #TheNetflixLife
4. Some engagement activity with regional content must have use to show future plan of bringing
audiences what they want.
5. Instagram is not that active, the engagement is quite low. Grammaster contest can be launched on
Instagram.
6. Some on-ground activation should have been launched with brand film and online medium, which
could have given boost to campaign.

COMPETITOR CONTENT EVALUATION

SONYLIV

HOTSTAR

VOOT

STARTED

2013

2015

2016

GROUP

Sony Entertainment

STAR Group

Viacom 18 Digital

CONTENT

Sony
Pictures
Networks Serials,
Hindi
Movies,
Sports

Star India Group Serials,

Regional Serials, Movies,
Sports

Color
TV
Shows,
Blockbuster Movies, your
favorite Toons & Voot
Originals

FREE TRIAL

Only
content

Yes

Yes

PRICE
STRUCTURE

Premium
subscription Rs.49
weekly,
Rs.149
Monthly

limited

Rs.
199
subscription

premium

FREE

1. HOTSTAR
The content on social media platforms of Hotstar is around the shows that Hotstar offer but Hotstar
engages audiences by various contest, games. They have started using quirky content on their
social media platorms.
Example of Hotstar content:
KABADDI PRO PREDICTOR
Kabaddi Pro Predictor, a hotstar game on
website where they asked audiences
to predict the outcome of Pro Kabaddi
matches to accumulate Predictor Points and
win prizes. This contest was cross promoted
on their social media properties.

IPL CAMPAIGN
@HotStarTweets The Twitter account for
Hotstar, @HotStarTweets generated a lot
engagement around content based on
updates from games, teaser questions, trivia
and a competition offering @IPL tickets.
@HotStarTweets is looking to take the
platforms content digital to greater users
and been able to engage with the online
Twitter user using the most topical bits of
content.
#HOTSTAROFTHEMATCH
TWITTER
CONTEST
In this contest, fans were asked to guess
who is going to win the 'hotstar of the match
award.
The main aim was to drive engagement
around the matches and attract viewers of
other platforms on Hotstar.

2. SONY LIV
SONY liv started with a unique content strategy by giving audiences content based on their mood
and creating a personalized list for them. Sony Liv offer is its original content made specifically for
Sony Liv. E.g: Tanlines, Liv Shutter, Liv tech etc.
On social media they have very formal tone promoting the shows and sports.
OBSESSIVE BOLLYWOOD DISORDER
Just like Karan gill pretentious movie
review,
Sony
Liv
has
started
OBDObsessive Bollywood disorder.
Obsessive Bollywood Disorder is a new
age take on how Hindi Feature Films
should be reviewed.
#KAPIL SE MIL
This contest urges followers to send a
funny video of yourself and meet the stars
of The Kapil Sharma show.
This contest is held on both Facebook and
Twitter.

#CID WITH SONYLIV

This contest was held on twitter to engage
followers and make them aware that CID
is now on Sony Liv.
Questions based on CID was asked and the
one who answers first was rewarded.
#NEVER HAVE I EVER
In different phases of episode release of
Tanlines- SONY LIV original series, this
contest was held.
Followers were asked to tell their #Never
have I ever moment and to invite their
friends to participate.
The comment with most likes won the
contest.

3. VOOT
Voot started with being biggest bouquet of Kids content on VOD platform. The most popular series
and the most popular characters of the likes of Motu Patlu, Chhota Bheem, Pokemon, Kung Fu
Panda, Dora, and SpongeBob all at one convenient location. Voot also started with original
content. So, voots social media strategy circulated around first its Kids content launch, Voot launch
and Original content.