Netflix Online movie-rental Company became famous because of negative blogging Publicity; A Marketing & PR case review

The notion that the popularity of Netflix started when internet purchasing and sharing movie files emerges late 2000 is part of the core analogy of Netflix success in relation to PR and Marketing.  The company’s core market is the online users who can easily purchase and transact business online.  With this concept Mike Kaltschnee wrote a popular web journal or blog site titled Hacking Netflix. 

In the virtual environment when one website is being hacked and intruded by internet users and geeks, it means that your website is rich and popular.  A website can be compared like a mango tree with lots of fruits that almost everyone wants to eat the fruit of the tree. With the concept in mind, Mr. Kaltschnee continues to operate the blog site to attract online audience and customers.  

Though Mike Kaltschnee is not connected with the company but the company finds Mr. Kaltschnee useful in disseminating online buzz.  Though the publicity is negative but the important aspect is the online tweets about the company.  Once your name is popular online, either positive or negative publicity; your name will reach to all the desired online customer’s personal social media account (Twitter, Facebook, Linkedin, & Google+ etc.). 

THEORY APPLICATION:

To discuss and relate the case analogy to the theories of Marketing and PR, the theory of Controlled and Uncontrolled Media online “Buzz” will relate toward the case of Netflix’s move to allow the website of MR. Kaltschnee to continue disseminating virally the negative publicity of the company.   With this regard, the company not only became popular but moreover the Company survive after the crises and fall of Blockbuster video rental Company.  Modern companies of today must engage in online marketing and PR strategy in order to reach the new generation of consumers.  The modern “word of mouth” creeps online that as a result the dissemination of message is much faster compared to the traditional “word of mouth”.  Undeniably, the “electronic-word-of-mouth” must face the new strategic concepts of online marketing and PR strategy.

33 Guidelines for Effective Web Sites Based upon Usability Research (Lattimore et al. p. 146, 2012)

 Source: Kirk Hallahan, “Improving Public Relations Web Sites Through Usability Research, “Public Relations Review 27 (Summer 2001), p. 229

DESIGN CONSIDERATION:

1Start Simple

2Strive for Consistency

3Avoid textured and colored backgrounds

4Use blue links

5Avoid clickable links in graphic designs

6Use informative links

7 Use narrow text columns

8 Minimize page scrolling

9 Provide navigational aids

10 Have fast download times

11 Provide a text-only version

12 Include key information

13Minimize Typographical cues

OTHER GENERAL CONSIDERATIONS:

14 Identify your audience

15 Use the team approach

16 Know your users

17 Follow your organization’s Web policy

18 Respect copyright guidelines

19 Use relative URLs

20 Include a meta tag

21 Test your site

22 Understand cognitive processes

WRITING CONSIDERATIONS:

23 Write in active voice

24 Delete prepositional phrases

25 Delete excess clauses

26 Write concisely

27 Use strong verbs and release trapped verbs

28 Use short words

29 Delete unnecessary qualifiers

30 Eliminate Wordiness

31 Use specific, concrete words

32 Avoid Jargons

33 Replace Cliches