LEADING THROUGH CHANGE In Media and Entertainment Industry

LEADING THROUGH CHANGE In Media and Entertainment Industry Implications and How Salesforce Can Help
May 2020
Implications for the Media Industry02 5
Stabilize your Company 11
Reopen your Workplace 15
How Salesforce Can Help04 10
2LTC | Media and Entertainment Industry
Grow your Business 19
Continue Your Journey05 24
LTC | Media and Entertainment Industry 3
Around the world, the COVID-19 pandemic is having a substantial impact on the entire media and entertainment ecosystem, creating both opportunities and challenges.
At-home media consumption has reached historic highs due to social distancing, while the content production business has been largely halted. Some of the most valuable media content across the globe – like live sports – are postponed or cancelled, leading to massive impact on advertising and brand engagement.
In a time where consumers are depending on media to keep them connected, entertained, and educated, it's never been more important for media organizations to deliver exceptional products and experiences. The industry must keep finding ways to innovate and push forward to come out more resilient on the other side.
The COVID-19 Disruption in the Media Industry
Implications for the Media Industry
Stabilize Your Company
Reopen Your Workplace
How Salesforce Can Help
Grow Your Business
Continue Your Journey
Disruption in the Media Industry COVID-19 is accelerating the major pre-crisis trends
Impact on the Media Ecosystem COVID-19 disrupted the media value chain, from consumers to content creators to brands.
CONSUMERS
34% in Spain
Twitch for communities
CONTENT
Library pressure: Studios shut down, Binge consumption right now, Sport cancelled
Cost pressure Race for premium content
Distribution pressure: New films available same day as theatrical release, Cinemas closed
MONETIZATION
Outdoor & Print Ads shifting to digital and TV
OTT and streaming media ads are growing
CUSTOMER EXPERIENCE
Bandwidth and connectivity challenges
Community support
How the Global Media Industry is Responding
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The COVID-19 outbreak is causing widespread concern and economic hardship for consumers and the media ecosystem across the globe.
Most companies in the media industry already have business continuity plans, but they may not fully address implications of a pandemic. Typical contingency plans don’t generally take into account widespread quarantines or lockdowns.
Let’s take a look at the top implications of COVID-19 on the media industry: financial, customer experience, operational, strategic, and experiences.
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FINANCIAL IMPLICATIONS
Cash preservation and access to cash will be a top concern as demand remains volatile.
CUSTOMER EXPERIENCE IMPLICATIONS
With the elimination of in-person media and entertainment experiences, it is more important than ever to engage with audiences through digital channels. Relevance and personalization are key and enabled only by data and technology.
OPERATIONAL IMPLICATIONS
Cost take out, producing more with less is critical, acceleration of automation is needed. Whether it is content production, audience acquisition, ad and media sales or subscriber management, achieving technology-enabled efficiencies is essential.
STRATEGIC BUSINESS IMPLICATIONS
Diversified business models and revenue streams will be more important than ever as well as accelerated execution as core services, consumer demand and delivery methods experience volatility.
NETWORK IMPLICATIONS ON MEDIA EXPERIENCE
Increased dependency on remote workforce and overall hike in the digital content consumption is testing and going to test the network capacity models, which directly impacts consumers’ media experience increasing customer service requests.
6
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The media industry is one of the the hardest hit by the COVID-19 crisis, it is also the one that consumers turn to for crucial information and as a way to counter the social isolation. Ultimately, consumers want to stay informed and entertained. And the media industry continues to find unique, engaging ways to help deliver its promise. The current disruption may be unprecedented, but the media industry has been upended many times before.
This section sheds light into how some forward-thinking media companies are reinventing media experiences, and how progressive brands are rethinking the way they connect with consumers during social distancing.
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NBCUniversal making new films available in-house the same day as their theatrical release
Proactively address concerns & reiterate commitment to customers
German soccer league is hosting FIFA20 matches per live stream with real soccer pros from top clubs playing each against each other. At the exact time when the normal match would take place.
Scribd now offers free trials to acquire subscribers in the long run
Twitch, the #1 game-streaming site for eSports & gaming audience is now officially measured by Nielsen and comScore, making it one of the top advertising channels for brands to invest their ad dollars into
Netflix party lets you watch movies with friends
8
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LTC | Media and Entertainment Industry Leading from “Breakdown to Breakthrough”
iHeartRadio and Fox rethink live events with “Living Room Concert for America” where performances are broadcast from the home(s) of performers
9
Grow Your Business
10
Media and entertainment leaders will be defined by how well they lead through change and how they approach the three phases of the COVID-19 crisis: Stabilize, Reopen and Grow. Salesforce can help the media industry in the immediate, medium, and long term with its purpose-built solutions.
Reopen your Workplace
Grow your Business
Stabilize your Company
Grow Your Business
EQUIP REMOTE WORKFORCES
critical business needs
POWER BUSINESS OPERATIONS
commitment to power the ecosystem
REIMAGINE CUSTOMER ENGAGEMENT
consumer experiences
11
Now more than ever, you need to alleviate employee and customer concerns. Our purpose-built media solutions quickly stabilize your company, and elevate employee and customer experiences. Get omni-channel workspaces for agents, AI-powered bots for customers, and peace of mind for your business. We bring state-of-the-art collaboration tools to help employees work together effectively and respond to media customers faster.
Stabilize
Grow Your Business
LTC | Media and Entertainment Industry
Equip and Support a Remote Workforce Tools and processes to empower employees to thrive in a digital world
12
Stabilize
The COVID-19 Disruption in the Media Industry BOOST PRODUCTIVITY WITH REAL-TIME COLLABORATION
Leverage Quip to collaborate and streamline business processes with combined documents, spreadsheets, and chat
RESKILL EMPLOYEES WITH TRAILHEAD
Continue your culture of learning from home by encouraging your workforce to develop new skills with Trailhead
COMMUNICATE WITH YOUR ORGANIZATION
Keep employees in the know with proactive and localized messages, information, and alerts using Chatter and easily-built employee apps
GET A PULSE ON EMPLOYEE WELLNESS
Gauge how your employees are feeling with Salesforce surveys and quickly act on feedback
Quip
Chatter
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Power Business Operations and Ensure Continuity Allow for quick analysis and response capabilities in a fast changing environment
13
Stabilize
The COVID-19 Disruption in the Media Industry MOVE FASTER WITH SECURE APPS
Empower your Sales, Service and Field teams with secured access to core systems integrated or “framed” into Salesforce
ACCELERATE GO-TO-MARKET
Optimize marketing processes and promotions by simplifying packaging for common offerings and leveraging eCommerce
PRIORITIZE AND IMPROVE WORKFLOWS
Utilize AI insights to accelerate sales, and leverage self-service and bots for customer service
MONITOR CUSTOMER ENGAGEMENT
Manage customer interactions across channels to simplify, accelerate and control the cadence with Marketing Cloud
Sales Cloud and Einstein
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Deliver Reimagined Digital Engagement Bridge the online and physical worlds to maximize customer engagement and ROI
14
Stabilize
Service
SCALE SUBSCRIBER CARE
Effectively manage increase in volume of service requests with self-service and chatbots, and a self-serve Community portal
DEVELOP A HOLISTIC VIEW OF THE CUSTOMER
Unify all customer insights across channels into a single source of truth with Mulesoft, and design great consumer experiences with Interaction Studio
STREAMLINE AND PERSONALIZE COMMUNICATIONS
MAXIMIZE MARKETING INVESTMENTS
Measure and analyze marketing investments, use timely insights to bring efficiencies to customer acquisition with Datorama
LEARN MORE ABOUT HOW WE CAN HELP
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SENSE AND RESPOND FASTER WITH INSIGHTS
Gain timely and actionable visibility to elevate business agility and accelerate
decision-making
improving reach and relevance
delivering exceptional experiences
15
The “new normal” will be here in no time, and media companies need to set their business up for reopening. Organizational alignment around new consumer insights and quickly responding to the new normal will be critical for medium term success. Media companies need to unify new audience insights with the right media solutions to rapidly craft unique and personalized media experiences.
Reopen
Grow Your Business
Maximize Audience Engagement Create personalized experiences for new and existing fans
Watch how Ticketmaster delivers live events at scale (short video, and 2018 Connections presentations)
Watch a presentation from Inter Milan’s Head of Marketing & Head of CRM on how they revolutionised their marketing and sponsor engagement
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Reopen
The COVID-19 Disruption in the Media Industry EXPAND YOUR AUDIENCE
Increase the reach of your content and grow your fan base with Marketing Cloud and Datorama
DELIVER AI-POWERED INTERACTIONS
CREATE IMPACTFUL COMMUNITIES
Build a platform for fans to engage, connect, share ideas and give feedback
CURATE PERSONALIZED JOURNEYS
Analytics
MuleSoft
Communities
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Grow Subscriber Relationships Elevate the consumer experience to drive retention and loyalty
See how Bertelsmann DPV and DAZN reinvented subscriber engagement and are powering customer lifecycle with the Salesforce Platform.
Learn how Kayo Sports were able to scale incredible customer experience and service using the power of Einstein bots, Service Cloud, Community Cloud and Analytics Cloud.
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Reopen
The COVID-19 Disruption in the Media Industry TRACK SENTIMENT AND RESPOND QUICKLY
Monitor trends, analyze sentiment, and respond to social conversations with Social Studio
DRIVE RETENTION AND LOYALTY
Harness customer data to deliver personalized journeys and increase loyalty
DESIGN FRICTIONLESS SUBSCRIBER EXPERIENCES
SERVICE SMARTER
Leverage digital channels to scale subscriber care, deflect calls via self-service and chatbots. Reskill employees to serve better for assisted interactions
Service Cloud
Einstein Bots
Sense and Respond Faster with Insights Make faster decisions with actionable intelligence
Learn how m/SIX provides standardized, centralized, and harmonized global campaign reporting for Toyota, Lexus, and Bridgestone Europe and to connect marketing to business growth.
Learn how Spotify could analyze millions of rows of data and answer questions faster than before with Tableau. Agility and innovation, all in one place.
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Reopen
The COVID-19 Disruption in the Media Industry UNIFY MEDIA DATA SOURCES
Unlock and integrate data from any media system to instantly deliver critical, time-sensitive and connected media experiences
LEVERAGE POWERFUL DATA
WORK SMARTER IN YOUR SALESFORCE CRM
Surface insights, spot trends, and predict outcomes within Salesforce workflows with Analytics
SPEND LESS TIME ANALYZING, MORE TIME ACTING
Connect, analyze, and take action on all your data to drive speed and growth across your media business
MuleSoft
STREAMLINE PRODUCTION AND OPERATIONS
for content production
ACCELERATE MEDIA SALES
Supercharge media sales teams to sell smarter, faster and from
anywhere
19
With in-person media experiences like live concerts, sports games, studio productions coming back to life, in addition to unprecedented growth of virtual media experiences like e-Sports, bringing speed and efficiency to production is now essential to survival. As more media experiences come to life, new monetization opportunities will arise. Media companies that respond and capture revenues faster will redefine the definition of success in the new world. Salesforce offers solutions to support the complex content production process, as well as and media sales solutions.
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Field Service
Streamline Productions and Operations Accelerate time to market with increased productivity
DRIVE TEAM COLLABORATION
Expedite content production project management and re-hiring of resources from furlough with collaboration and scheduling tools
INCREASE IT AND BUSINESS AGILITY
Expand operational productivity and accelerate response times with a single platform, reducing costs
OPTIMIZE RESOURCES AND PLANNING
Optimize budget spend with analytics and insights, and gain visibility into production timelines
EMPOWER EMPLOYEES WITH ADVANCED MOBILITY
Streamline post-production and initiated pre-production activities efficiently from mobile devices
Watch how Nickelodeon optimizes and customizes workflows in their consumer product divisions to empower its partners and to increase productivity and speed
Ellen runs the show with a little help from Salesforce - learn about the story
20
MuleSoft
Analytics
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MAINTAIN EMPLOYEE HEALTH AND SAFETY
Assess return to work readiness, manage and plan shifts, and securely survey to gauge employee and contractor wellness
Sales Cloud
Build Custom Apps
Accelerate Media Sales Supercharge media sales teams to sell smarter, faster and from anywhere
DRIVE OPERATIONAL EXCELLENCE
Integrate CRM with ad inventory and order management systems for direct-sold and programmatic ads, powered by a single platform
SELL SMARTER WITH INTELLIGENCE
Automate discovery, insights, spot trends, and anticipate customer needs with AI-powered predictive intelligence to eliminate administrative burden of media sales
MAXIMIZE FIELD SALES PRODUCTIVITY
Mobile access with integrated email, calendar, voice and data capture tools to enable media sales team collaboration
UNIFY SALES, MARKETING AND ANALYTICS
Leverage lead scoring to prioritize ad sales opportunities, automate marketing, and real-time ad campaign reporting
Learn how the New York Post turned to Salesforce for digital transformation achieved an astonishing 105% growth in media sales year over year.
21
Einstein
Analytics
Learn how to Media News Group is leveraging Salesforce to provide its sales team with unified customer insights, seamlessly connecting disparate systems and simplifying ad sales process
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LTC | Media and Entertainment Industry How Salesforce Can Help - Summary
STABILIZE SOLUTIONS
Analytics
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LEADING THROUGH CHANGE In Media and Entertainment Industry

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