Netflix: SMART Guide to Measuring Success
Netflix is a subscription-based streaming service that allows users to watch TV shows and movies without commercials. The companies main goal is to “entertain the world”. Regardless of what content you like or where you live Netflix wants to provide its users with the best selection of shows, movies, and documentaries. The platform is available in more than 30 languages and 190 countries because Netflix believes “great stories can come from anywhere and be loved everywhere”. With 203.67 million paid subscribers worldwide, it is imperative that Netflix tracks its success by focusing on SMART goals, and measuring those goals against key performance indicators (KPIs)
When developing SMART goals, it is important that they are specific, measurable, attainable, relevant, and time-bound. So with the impending password crackdown happening soon this would be a great time for the company to establish some new goals. With a company mission of entertaining the world, it's obvious that their main goal is to drive subscriptions, and with this password crackdown looming, it is fair to assume some users will no longer have access to the accounts they’ve been using.
Goals
Primary: Convert users who have been login in under other profiles to Netflix subscription holders.
Secondary: Increase social engagement
How do you reach these goal?
Netflix can reach these goals by rolling out a social campaign aimed to prevent “Netflix Lockout” after the password crackdown. The company would tweet out conversation cards on Twitter and users would have to choose between two hashtags, #IFollowTheRules or #NetflixCriminal. If a user chooses #IFollowTheRules an automatic reply will appear for the users to tweet letting the company they don't share a subscription. In response the company will tweet the user a code for a free month of service. Uses who choose #NetflixCriminal will get an automatic reply that lets the company know they are sharing profiles. In response the company will reply with a tweet driving to a landing page where users must provide their email and the login email they are currently using. Users who provide both emails get 2 months of discounted subscriptions for both themselves and their “partners in crime”.
How do we measure success?
Against our primary goal, we would measure success by running the list of emails provided via the social campaign to see how many of the emails provided are now in the Netflix system as subscribed users.
Our secondary goal would be measure by looking at the metrics provided via platform. We can look to see how many people used each hashtag. We would also look at reach, shares and retweets. These metrics will help us see how many users saw our campaign and how many people shared our messaging with others.
