Five on Friday: Netflixs Low Churn, Organic Traffic & Best Practices

Featuring tips from Vindicia, MarketingProfs, GE and Kissmetrics

Five on Friday: Netflix’s Low Churn

Source: Bigstock

In this week’s Five on Friday, Vindicia shares how companies have revamped their past services through subscriptions, Forbes reveals four corporate communications best practices from GE, Kissmetrics explains how Netflix keeps its churn rate low by keeping its subscribers engaged and watching, MarketingProfs offers ways to increase traffic organically, and LinkedIn posts some great subscription jobs.

 

 

Companies Revamp Past Services with Subscriptions

 Organic Traffic & Best Practices

Source: Bigstock

In the subscription economy, popular brands have rejuvenated themselves using the recurring revenue model, putting a new spin on a trusted product or idea, says Vindicia in a recent blog post. One example they give is GM who launched a luxury car subscription, Book by Cadillac. For $1,500 a month, subscribers get the use of a Platinum Level Trim Cadillac and can switch that vehicle out up to 18 times per year.

Another example is YouTube who has ventured into subscriptions in a few different ways, first with YouTube Red, a paid video and music subscription service, and more recently with YouTube TV, an over-the-top TV service now available in five markets, New York, Los Angeles, San Francisco, Chicago and Philadelphia.

Unlike Netflix, YouTube TV offers skinny bundles that include the major networks, ABC, NBC, CBS and FOX, as well as popular cable networks like Disney, ESPN and AMC with add-ons like Showtime, Sundance Now and Shudder available for an additional fee. These new products have allowed YouTube to stay fresh while also monetizing their existing products. YouTube TV will compete with competitors like Sling TV and PlayStation Vue.

Smaller brands can follow these big brand examples, but refreshing their existing products and services and adding a subscription component. Read the original Vindicia blog post here.

Four Corporate Communications Best Practices to Learn from GE

Five on Friday: Netflix’s Low Churn

Source: Bigstock

General Electric, better known as GE, is in the midst of a major transformation, writes Amanda Guisbond for Forbes. In the article, Guisbond outlines some of GE’s changes and a transparency about those changes. She offers four takeaways from GE’s new corporate communications plan:

  1. Employees hear about big company changes first, before they are disclosed externally. This helps the company better manage the message as it is shared outside the company.
  2. Deliver messages to people where they are already looking for information. In GE’s case, they use LinkedIn as a publishing platform like an intranet to share information with employees and to reach out to prospective employees.
  3. Use your chief executives as your primary spokespeople with employees as secondary. GE encourages its employees to share their own stories, working through GE’s internal communications team to formulate and share the story.
  4. Telling their story their way as often as possible, with an emphasis on transparency.

To read more about GE’s changes, see ‘Four Corporate Communications Best Practices to Learn from GE‘ here.

LinkedIn: Subscription Jobs

Apple Music – Subscriptions Analyst
Santa Clara Valley, California

 Organic Traffic & Best Practices

Source: LinkedIn

Apple is seeking a proven Data Analyst to join the Apple Music Analytics team. As part of a centralized team, you’ll act as a thought partner and domain expert on subscription and product analytics. In this role, your objective is to closely monitor and research the many aspects of the business contributing to Apple Music subscriber growth. You’ll work closely with our stakeholders and leadership team to understand analytics needs, independently solve problems, and communicate complex analyses with ease.

Pandora Subscriptions – Senior Software Engineer
Oakland, California
Pandora has a great opportunity for seasoned engineers with several years of diverse experience, and a passion for learning and applying new technical knowledge. You should have outstanding analytical and programming skills, with a deep understanding of large-scale application development. You should have a track record of building robust, scalable, multithreaded applications. As a member of our highly-motivated team you should be dedicated to excellence and have a strong sense of personal responsibility. You place a high value on automated testing and have experience writing your own unit, integration, and acceptance tests. You should be motivated to teach other engineers you work with to become better engineers themselves. Most of all, you should be engaged and excited to work with a team that’s building complex systems for tens of millions of users every day.

Hulu – Senior Accountant
Santa Monica, California
Hulu’s Finance and Accounting department is seeking a Senior Accountant who will be an exceptional addition to our Subscription Accounting team. As a Senior Accountant at Hulu, you will support the accounting activities related to the launch of our live streaming product and work with many different areas across the company in a proactive, self-directed manner. The right person for this role is an outstanding communicator and has strong leadership skills. If you set an atypical high quality bar for yourself, enjoy a challenge, and thrive in a collaborative environment, Hulu may be the place for you!

ProQuest – Sales Specialists (Books, eBooks, print and subscriptions)
Ann Arbor, Michigan
The Sales Specialist drives sales activity for assigned product line(s), delivering specialty product value proposition in collaboration with Account Managers and providing subject-matter expertise. Serves as the subject matter expert on specialty products, articulating the value proposition whether as a single product sale or as part of a larger portfolio. Serves as monographic workflow point-person regarding all content, products and services available via OASIS including content from 12+ content providers, profiling, invoicing, MARC records, and technical services. Focuses on new business, uncovering opportunities, creating target lists, prospects, and participating in territory planning while engaging the Account Manager as appropriate.

TIBCO Software Inc. – Manager of Subscription Renewals
Boston, Massachusett
TIBCO’s Renewal Subscription team is growing and looking for an America Sales Manager. The Manager is responsible for all TIBCO Subscriptions in the Americas, leading a team of Reps, maintaining high customer satisfaction, and growing revenue. Responsible for TIBCO Americas subscription renewals. Lead a team of subscription renewal reps. Accurately forecast monthly and quarterly results. Establish renewals sales plan for Americas.


Netflix’s Secrets to a Low Churn Rate

Five on Friday: Netflix’s Low Churn

Source: Bigstock

According to Kissmetrics, Netflix has a churn rate of 9 percent, lower than any other subscription streaming video service. They also have more than 98 million members watching a combined 125 million hours of TV and movies every day. How do they do it? Kissmetrics says by engaging their subscribers through quality content they are willing to pay for.  

Part of the way Netflix does this is by gathering data about its subscribers’ viewing habits including how many subscribers watched a particular episode and an entire series as well as gaps between watching one episode and the next. Netflix also tracks what days, dates and times are most watched, what types of devices are used to watch different types of media, ratings and more.

Netflix also engages its users by sending them emails about shows they might like, based on previous viewing habits. And the best part is subscribers can click on the link in that email to watch the recommended show on that device! Genius. Push notifications, in-app notifications for new seasons, recommendations for you and split-testing of various elements also help to engage subscribers to keep them coming back for more.

Learn more about how Netflix keeps its churn rate low to continue its reign as the king of streaming video from Kissmetrics here.

5 Proven Methods for Increasing Organic Traffic in 2017

 Organic Traffic & Best Practices

Source: Bigstock

MarketingProfs has quickly become one of our favorite sites for marketing updates and ideas. Their May 1 article on ‘15 proven methods for increasing organic traffic in 2017‘ is one of the reasons. We’re only going to go over the top five of the 15 methods, but you can read all 15 on MarketingProfs here.

  1. Establish relationships with influencers in your niche. Reach out to them via email and social and feature them when you can. This can help you build backlinks and organic ways to share content with others.
  2. Interact with other marketers in Facebook groups.
  3. Prioritize the most impactful keywords and create content that includes those keywords.
  4. Create relevant content that gets the attention of influencers and other gatekeepers.
  5. See how your competitors are ranking for the same keywords you are targeting.

For the remaining 10 tips for growing organic traffic, read the original article on MarketingProfs here.

 

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