Social Strategy

Eroica De Souza

An introduction

Approximately 15% of the total population of the US is seniors. A number which is expected to keep rising in the coming years. These seniors are in the richest phase of their lives. They are adventurous and open to new ideas.

The problem

Only 12% of seniors in the US are on Net�ix.

Source: census.gov

Who

Curious Catia | Net�ix user22 years oldHHI ( 7,000 )Favorite show: Dexter

Catia is an civil engineering student, she just started a new job and moved to a new city. She spent many of her formative years with her grandma (parents were at work all day). She is 134% more likely to be interested in the extra features on her cell phone.

She enjoys rich content and is 60% more likely to stream from the easiest, quickest and cheapest source. She is a tech a�cionado and 87% more likely to keep up with the latest developments.

She is 85% more likely to go to her grandma for advice.

Needs from Net�ix: O�er latest content that enriches and stimulates her spare time. Easy to share a documentary or movie with a friend.

In transition Jane | Considering Net�ix 65 years oldHHI $75,000Favorite Show: The walking dead

"When given a choice between something adventurous and something conventional, I always tried to choose the most adventurous thing."

Jane spent most of her early years writing cooking books then at the age of 60 she came across an artist that painted mermaids. At that point she decided to give up cooking and become an artist.

She and her friends from the same age group are 123% more likely to be homeowners and 152% more likely to have grandchildren. She is an avid �lm watcher, but with the disappearance of brick and mortar rental places and the disappearance of her agility, self professed “lazy bones” have a�ected her ability to get a hold of movies.

She has an internet and cable connection, but needs the help of her granddaughter Catia to explain it to her.

Needs from Net�ix: Make it easy to navigate on her television.Tools that make my experience more enjoyable, userfriendly.

Who

BehaviorSocialInstagram (Spends majority of her time here)Facebook (Careful about sharing)Twitter (Smart sharing)Reddit. (Uses it as a forum to ask for advice)Buzzfeed , The Oatmeal.

DigitalPhone: Iphone user - Early adopter has the latest phonePC userNo Cable connection

ShoppingOnline stores (Etsy, Modcloth) Uniqlo PatagoniaTarget, Grubhub, Seamless Trader JoesTicketmaster

SubscribesNet�ix, Spotify (Paid), Pandora.

BehaviorSocialInstagram (not active)Facebook (active once a week)Games (Words with friends)

DigitalPhone: Iphone user - outdated modelPC user - Grandaugther taught her how to use it Cable connection

ShoppingMacys Ann Taylor West Elm Whole Foods

SubscribesNet�ix, Magazines & Newspapers (The New York Times & Time)Member of the public libraryTravel (category) magazines

Relationship

Grandparents (seniors) are introduced to new tech through the young ones in their family their grandchildren. However young adults �nd it hard to set aside time, there is often a lack of topics in common.

WINNING

FRUSTRATION

OMG

BRIBE

HUMOR

STAGE 1

STAGE 2

STAGE 3

Outcomes

OWNING IT

TIME SPENT

THEREHERE

Drive a behavior change

Shift focus away from the struggle and celebrate the bene�ts

Creative brief

InsightSeniors are looking for a wayto strengthen the bondwith their families.

IdeaNet�ix the facilitator.Bridging generations with content.

ImpactMake Net�ix top of mind for seniors when looking for a source of entertainment.

ProofWith over 10,000 movies, shows and documentaries. Net�ix has an expansive library of content. With videos of any genre to match any generation.

Curious Catia | Net�ix user22 years oldHHI ( 7,000 )Favorite show: Dexter

Catia is an civil engineering student, she just started a new job and moved to a new city. She spent many of her formative years with her grandma (parents were at work all day). She is 134% more likely to be interested in the extra features on her cell phone.

She enjoys rich content and is 60% more likely to stream from the easiest, quickest and cheapest source. She is a tech a�cionado and 87% more likely to keep up with the latest developments.

She is 85% more likely to go to her grandma for advice.

Needs from Net�ix: O�er latest content that enriches and stimulates her spare time. Easy to share a documentary or movie with a friend.

In transition Jane | Considering Net�ix 65 years oldHHI $75,000Favorite Show: The walking dead

"When given a choice between something adventurous and something conventional, I always tried to choose the most adventurous thing."

Jane spent most of her early years writing cooking books then at the age of 60 she came across an artist that painted mermaids. At that point she decided to give up cooking and become an artist.

She and her friends from the same age group are 123% more likely to be homeowners and 152% more likely to have grandchildren. She is an avid �lm watcher, but with the disappearance of brick and mortar rental places and the disappearance of her agility, self professed “lazy bones” have a�ected her ability to get a hold of movies.

She has an internet and cable connection, but needs the help of her granddaughter Catia to explain it to her.

Needs from Net�ix: Make it easy to navigate on her television.Tools that make my experience more enjoyable, userfriendly.

CDJ

1. Millennial comes across a cooking docu (Chef's Table) she would love to share with her grandmother (Who has an internet connection at home and a Television set with cable) but

never used net�ix before.

2. While browsing social media in her spare time, she starts to look for ways she can explain “How to use” Net�ix.

3. This is a collective decision that will be taken by both parties. The young adult & her grandmother. Worried that the learning how to will be a frustrating experience.

4. It is then the responsibility of the service to o�er an enjoyable user experience. Guide new users to make the most of the service and send reminders of all the tools available.

BehaviorSocialInstagram (not active)Facebook (active once a week)Games (Words with friends)

DigitalPhone: Iphone user - outdated modelPC user - Grandaugther taught her how to use it Cable connection

ShoppingMacys Ann Taylor West Elm Whole Foods

SubscribesNet�ix, Magazines & Newspapers (The New York Times & Time)Member of the public libraryTravel (category) magazines

Content Strategy

DIRECTINDIRECT (SOCIALLY DRIVEN STRATEGY )

DESIRED CONSUMER BASE

Magazine Ads The New York timesAARP (American Association of Retired Persons) Readers DigestThe Chronicle

Facebook Sponsored Posts

Banner ads on Health BlogsGreatistKeeping Healthy, Getting Stylish

DSP (retargeting ads) speci�c to the demo.

Daily news sites

Direct Mailers

Skype (Video call assistant)

Instagram: (Posts that encourage existing users to share content that inspires them)

Facebook:Videos of Net�ix stars talking about their experience of sharing with their grandparents.

Twitter: Retweet #Winning users tweets about successful introductions.

Reddit: Hold an AMA, talking about solutions and FAQ’s

Buzzfeed & The Oatmeal:Sponsored posts Injecting humor into the experience

Net�ix app: Introduce a guide me feature

Content Strategy - Buzzfeed (Trigger)

Content Strategy - Post purchase

OLD NEW

Post Purchase stage (CRM)

New application design, brings helpful tools front and center.

In addition to search, a new guide feature that gives users the ability to show or see for themselves how the service works.

This would boost engagement with the application, as 70% of users have easy access to a smartphone.

Reduce the overall CPC (cost per install).

pictures courtesy - HONY