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

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

4. 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

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

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

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

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

9. COMPETITORS CompanyAnnual Sales Amazon$74.451 billion Apple Inc.$170.91 billion Netflix$4.37 billion Hulu$1 billion

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

11. 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.

12. PARTICIPANT INFORMATION

13. 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)

14. SURVEY FINDINGS

15. FIRST OBSERVATION

16. SECOND OBSERVATION

17. THIRD OBSERVATION

18. CONCLUSION  Awareness  Formulate a strategy to generate interest

19. 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

20. 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

21. 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

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

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

24. SOCIAL MEDIA ANALYTICS

25. SENTIMENT

26. SOCIAL MEDIA ANALYSIS

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

28. AUDIENCE

30. 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

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

32.  Thank you  Questions?