1 of 18

Slide Notes

Netflix + Roku is changing the face of content curation. By creating User Generated Content reviews based algorithm based on behavior and content Netflix + Roku creates an infinite "waterfall" of content.

This Haiku Deck explains how Netflix + Roku is changing the face of content curation.

In addition to this deck there is a ScentTrail Marketing post that ties threads together:
http://www.scenttrail.com/netflix-changing-content-curation/

content

Published at Nov 06, 2015
How Netflix + Roku Is Changing Content Curation In Competitors Beware Ways.

PRESENTATION OUTLINE

content

How Netflix + Roku Is Changing Content Curation
Netflix + Roku is changing the face of content curation. By creating User Generated Content reviews based algorithm based on behavior and content Netflix + Roku creates an infinite "waterfall" of content.

This Haiku Deck explains how Netflix + Roku is changing the face of content curation.

In addition to this deck there is a ScentTrail Marketing post that ties threads together:
http://www.scenttrail.com/netflix-changing-content-curation/

Netflix Changes Content Curation

Content Curation
Most of my friends on Scoop.it (http://www.scoop.it/u/martin-marty-smith ) think of content curation as something created by talented individual curators such as Robin Good or Ana Cristina Pratas.

Netflix thinks of content curation as creation of an algorithm capable of being tuned by use, customers, behaviors and available content.
Photo by Steve Rhodes

focus

Content focused on customer.
YOU (the customer) is the relentless center of the Netflix + Roku content curation revolution. There is a "default" environment though we doubt any two customers see exactly the same default.

The moment a customer posts reviews Netflix's algorithm, the one they created a $1,000,0000 contest to create, begins shaping and spinning content curation keeping the customer at the center of their content curation.

Netflix is a flexible "membrane" of content capable of being poured into any container.

infinite

Content feel infinite. 
I don't watch DVDs anymore and the number of titles Netflix + Roku has to stream is not infinite, but the net impact of the way Netflix + Roku curates their content is it FEELS INFINITE.

This feeling comes from the ways the User Interface can spin presentation of the same data sets such as:

* Those who watched x, like y.
* Social Shares (popular on Facebook, Netflix).
* Reviews.

Reviews are the key to the engine. I've put in over a thousand reviews and, at this point, it is hard to find a 3 star review movie I won't like. This wasn't true at first, before I provided so much User Generated Content (UGC).
Photo by kurafire

unique

Infinite feel from many unique combinations
Taking a 1960's movie and putting it into the new "curation" makes "old" content feel contemporary and unique.

Unique Curation from

Wise to steal these simple ways to curate content in order to create a "waterfall" with an infinite feel where each presentation, again thanks to reviews, feels relevant.

Even the 1 star movies are worth a shot though finding one I like is now as rare as finding a 3 star movie I dislike.

The algorithm is so smart after 1,000 reviews I have to break a pattern to find a 1 star movie I like such as being willing to read subtitles (something I normally detest).

Any content curator would be wise to tag, review, spin, watch behavior and personalize the way Netflix + Roku does.
Photo by marie-ll

tagging

Because you like X, You Will Like Y
Tagging is another language. Reviews become data defining tags. Since tagging is highly personal too I expect Netflix + Roku to open up my piece of their engine to personal tags.

Personal tags such as what I might call a "spaghetti western", such as Pulp Fiction, provides another social tagging dimensions (it is shareable and highly relevant).

Netflix + Roku is still hard to share outside of their community (and I supsect this is on purpose). Netflix isn't what you think. Netflix is a social network much like Facebook and Twitter and, as such, they are playing capture the flag with Google and the other social nets.

As good as Netflix + Roku's predictive modeling is their internal search and community are that bad (not for long I suspect).
Photo by Rigmarole

reviews

Reviews (UGC) makes content engine turn
Reviews grind Netflix + Roku's curation into tiny morsels of gold. Reviews are the core of the engine and Netflix + Roku's reviews are easy to add, and increasingly relevant.

This "increasingly relevant' dimension is the missing dimension for reviews on most B2C websites that are focused on PRODUCTS and not CUSTOMERS.

Netflix + Roku has a single and relentless focus = customers.

Social spin

Popular on Netflix, Facebook 
Netflix + Roku has their toe in the "social sharing" pool. Expect them to dive in full body soon adding more social nets, combining social nets in new and unique ways and tapping Big Data to hone their predictive engine to the next level.

behavior

Each behavior (watch, review, pass) = smarter curation.
If reviews are the GOLD behavior is the shovel and pick of the Netflix + Roku. Each online behavior helps tune their engine increasing relevance and engagement and decreasing the chance any customer will leave the ecosystem.

Personal

Picks for Martin = highly relevant (algo from reviews).
Interesting that Picks For Martin is the the top of the Netlix + Roku stack. They make you work to get to your recommendations, but not so much its frustrating.

I bet they know just how many people will use the options above PICKS FOR Your Name.
Photo by marsmet545

Netflix + Roku Curation Benefits

The real benefit of creating such a sophisticated and tuned approach to content curation is customer engagement, retention and attraction.

Profits go UP and costs go DOWN enough to make one wonder what other kinds of merchandising could be added to such an amazing engine? If that thought hasn't occurred to the team at Amazon.com they aren't half as smart as they appear.

Netflix + Roku represents a significant ecommerce challenge.

Amazon US Traffic Rank = 5
Netflix US Traffic Rank = 25

Amazon Pages In Google = 23M
Netflix Pages in Google = 2.6M

Netflix ever figures out how to play nice with Google and Amazon needs to LOOK OUT.
Photo by stardex

new

Combinations makes "old" content feel "new to me"
Its the combinations of titles that makes the small number of streaming titles feel infinite.

visits

Each visit / behavior increases relevance.
You can almost feel the Netflix + Roku algorithm getting smarter, tightening and presenting relevance faster and better.
Photo by l e o j

engagement

Increases.
Since purchasing Roku I've watched more Netflix + Roku than traditional TV! It has become more than another "commercial free" channel. Netflix + Roku places programming in my hand. BRILLIANT!
Photo by elmada

UGC

Increases.
When UGC is so tied to a clear benefit, the tuning of Netflix + Roku's model to my tastes, UGC skyrockets. UGC is the most valuable currency in a post Panda, Penguin, Hummingbird time.

User Generated Content is a currency you can't buy, but surviving without it will prove impossible as every social value depends on values created by the mob (social shares, reviews, behaviors).
Photo by noodlepie

money

Profits go up, costs go down.
There is BIG MONEY at stake here. Understanding how Netflix + Roku is changing content curation into a powerful weapons should put every competitor and Internet marketer on notice.

Martin W. Smith

@ScentTrail, ScentTrail.com
My blog http://www.scenttrail.com

on Twitter @ScentTrail

email: Martin(at)StoryofCancer.org