Jeff Hamilton, Kara Scully, Emily Morton and Lauren Brose December 3, 2014 JOUR 463 Professor Aimei Yang

AGENDA  Company overview/SWOT analysis  Survey Findings  In-Depth Interview Summary  Social Media  Recommendations  Discussion

SITUATION  Online streaming becoming more relevant  Amazon Prime $99/year  2012-$39 billion income loss  $1 billion spent on programming  Streaming traffic increases 94% past 12 months

STRENGTHS  Variety of programming options  Options for the whole family  Original video content  Customer rating system  Instant Video included with Prime membership  Competitive pricing

WEAKNESSES  Strong competitors  Lack of advertising  Growth rate slowing down  Overextension of Amazon as a whole  Dwindling profit margins

OPPORTUNITY  Reinvent process of selecting pilots  Access to UK market  Room for experimentation

THREATS  Netflix, Hulu, HBO Go, etc.  Patent infringement  Other Amazon departments

COMPETITORS CompanyAnnual Sales Amazon$ billion Apple Inc.$ billion Netflix$4.37 billion Hulu$1 billion

REVIEW  Variety of shows and innovative original programming  Lack of presence in a highly competitive market

THE SURVEY METHOD The results of our Qualtircs survey were gathered through a convenience sampling method, as most of the respondents are our friends or family. Surveys were sent out through Facebook for convenience purposes, and recipients could choose to participate in the survey.

PARTICIPANT INFORMATION

SURVEY FINDINGS  Aware that Amazon Prime customers can stream video content.  Aware that Amazon produces original content.  A majority replied that they would not be interested in this service. (viewing original content)

SURVEY FINDINGS

FIRST OBSERVATION

SECOND OBSERVATION

THIRD OBSERVATION

CONCLUSION  Awareness  Formulate a strategy to generate interest

INTERVIEW OVERVIEW  Gather insights on the public’s awareness of Amazon Prime’s Instant Video Streaming service  All responses will remain anonymous  Help researchers tailor a public relations campaign to benefit Amazon Prime Instant Video

PARTICIPANTS Interviewed 8 individuals Male, 41, Audio Engineer, White Male, 21, Freelance Graphic Designer, White Female, 39, Set Dresser, Multicultural 5 Females, 20, Students, White

INTERVIEW FINDINGS  Mainly used Netflix and other online streaming services  Some original programming they watched online were from both Amazon and Netflix  Amazon’s advertising seems to be lacking  Convenient

FINDINGS CONTINUED  Deterred from Amazon Prime Instant Video  Suggested Amazon improve their marketing and advertising efforts

SOCIAL MEDIA ANALYTICS KEY WORDS  Amazon  Instant  Video  Free  Prime

SOCIAL MEDIA ANALYTICS

SENTIMENT

SOCIAL MEDIA ANALYSIS

WEBSITE ANALYSIS  Popularity  Educational Background  Where people visit Amazon.com  Google

AUDIENCE

RECOMMENDATIONS  Increase on-site presence of Amazon Instant Video  Red carpet publicity  Interviews on talk shows w/ actors  Focus resources on promoting original programming  Generate more interest for streaming

RECOMMENDATIONS  Sponsored hashtags  Promote 2-for-1 deal  Gaming platforms such as Xbox and PlayStation  Use of social media

 Thank you  Questions?