Salesforce1 World Tour London: Innovation in the Media Inustry


Published on

The media industry is undergoing a fundamental shift in how content is delivered, consumed and monetized, as well as a shift in how innovative technologies are used to gather and disseminate news. Hear how some of the world’s leading media organizations are growing their businesses using Salesforce as the platform to manage their 1:1 subscriber and employee relationships.

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Salesforce1 World Tour London: Innovation in the Media Inustry

  1. 1. Innovation in Media - Connecting Customers and Employees in Whole New Ways Steve Sobel Media Lead, Industry Solutions Tom Brittle SeniorAccount Exec, Platform
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Global Leader in the Media Industry Customer Success with SalesforceAcross B2B and B2C Media Capabilities Traditional New Information
  4. 4. A Revolution Is Occurring In Media and Entertainment Content Delivery Print Era Broadcast Era Cable Era Physical M+E/Digital Infancy Digital/OTT Revolution Pre 1920’s 1980s 1990s- Early 2000s Today
  5. 5. As Consumers Given More Choice, Traditional Media Model Has Been Upended OTT Revenue Set to Double in 3 Years 2008 20000 15000 100010000 5000 0 2009 2010 2011 2012 2013 2014 2015 2016 2017 20 15 10 05 0 OTT REVENUES OTT AS A % OF FILMED ENTERTAINMENT Over 50% Decrease in Print Newspaper Revenue in 5 Years $0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 $20,000 2005 2006 2007 2008 2009 2010 2011 2012
  6. 6. New Entrants Have Quickly Addressed Consumer Demands and Expectations Mass Media – Push Model Audience is a Demographic Fixed Location and Content Infrastructure – Barrier to Entry One Size Fits All Content Paid Media My Media – Two Way Relationship Model Audience is an Individual Anywhere, Anytime, Any Device Content New Media - Very Low Barrier to Entry Localization and Personalization Owned and Shared Media
  7. 7. Subscription Based Organizations Have Not Kept Pace Technologically Growth Thru Acquisition Has Led to Complex Operational and IT Environments Complexity of Back-End and Non-Cloud, Heavy Infrastructure Lack Ability to be Agile for Integrations Non-Agile Back-End Limits Focus on Providing Customer Relevant Experiences Across Channels Disengaged Subscribers
  8. 8. Subscription Based Companies Have Not Kept Pace with User Experience Subscriber/Media Relationship: Mass media organizations have never had a 1:1 relationship with their subscribers as individuals with needs and preferences. The Experience: Content went from being physically delivered to home to high demand for delivery on any device, anywhere and anytime. The Paywall: Consumer is only willing to pay for paywall service if they are getting relevant content that they cannot find anywhere else….and even then, no guarantees. The Subscriber: Has more choice than ever before, including free online content aggregators. The Media Organization: Print circulation is declining, advertising revenue is inconsistent and free content is not a sustainable business model.
  9. 9. Subscriber Pain Points Managed as Account Rather Than An Individual: Audience has always been a demographic rather than a person Value Driven Approach to Consumption: Will pay for content but it must be unique, readily accessible “Status Quo” Is Not Enough: Subscribers have more choice than ever before Want to be Engaged: Consumers are in the social sphere and want to relevant content The Consumer Has Changed. “Know me, know my preferences and engage me where and when I want.”
  10. 10. Why Have New Entrants Caused So Much Disruption? They know the consumer. •  Provide relevant content and recommendations to the individual •  Drive advertiser value and ROI backed up by analytics •  Port content across all channels meeting consumer expectation  
  11. 11. Media & Entertainment Organizations Have Never Had to Have a Direct Relationship with The Consumer…Until Now Your Consumers are Connected… Is Your Company Connected? Your Marketing and Subscription Orgs Your Editorial Organization Your Management
  12. 12. Salesforce Solution for Subscription Based Companies Media Subscriber Management The platform for subscription media organizations to manage service and consumer relationships, build communities and leverage social channels
  13. 13. Media Subscriber Management Solution Overview 360 View of Customer Common Customer Profile that can be leveraged to manage account, transaction and social information Consolidated Subscriber Care to allow for better, more connected customer service across front and back office Personalized, Socially Connected Content pushed to subscriber anytime, anywhere on any device Vibrant Online Community that brings like minded subscribers together around interests…and keeps them engaged with your brand Streamlined Service Experience Timely, Relevant Content Communities of Interest
  14. 14. Accounts Transactions Subscriptions Back Office 101010101 010101011 010101010 101101010 101010110 101010101 010101010 101010101 010101010 Common Customer Profile •  Have one view of the customer across business and social channels whether a print or digital customer •  Provide your team with insight into your individual customer preferences •  Leverage consumer insight to Add All Your Data Sources To Complete The Customer Social Profile
  15. 15. Streamlined Subscriber Care Consolidated System with Centralized View of Customer Data for Better, More Connected Customer Service •  Simple, easy to use, unified service console for all actions •  Easy access to solutions that solve common customers issues quickly •  Robust self-service functionality to decrease call center volume •  Improved up-sell ability through assisted sales journey and info on subscriber social feed •  Faster agent training and user adoption •  Lower error and rework rates to drive organizational efficiency
  16. 16. Personalized Content •  Leverage predictive intelligence to provide relevant content and engage subscribers in meaningful conversations across channels •  Optimize social channels and create microsites to capture advertiser spend •  Enhance advertiser ROI by providing targeted channels with engaged consumers •  Leverage social listening to gauge social conversations and develop content based on topical content Aggregate and Drive Relevant, Socially Connected Content on Any Channel, Anytime to Any Device
  17. 17. Communities of Interest •  Directly engage your customers, driving relevance across channels to retain and attract new subscribers •  Keep subscribers engaged on your platform by bringing them together around common interests •  Leverage subscriber insight to develop targeted campaigns and extended product offerings Bring Your Subscribers Together and Create Platform for Engagement Around Your Brand and Content
  18. 18. Integration Points Fulfilment CMS Data Warehouse/ BI Tools Any Device Salesforce Media Subscriber Management Solution Subscriber 360 View of Customer Social Media Engagement Service/Case History Web & Campaign Mngt Predictive Intelligence Dashboards/ Analytics Powered By: ET Marketing Cloud + Service Cloud + Platform + Integration Billing and Payment A Single Platform of Subscriber Engagement Employee Communities of Interest Identity Management
  19. 19. News UK Rallies Around the Customer Experience Streamlined and simplified 26 disparate legacy systems including 3 separate systems for subscription management Leveraged Salesforce as platform, managing sales, marketing and service for over 2 million subscribers worldwide Built online membership programs and third partyAPIs to drive value for targeted subscribers  
  20. 20. •  Central operational view of News UK subscribers allowing a better, more connected customer service •  25% growth in Times digital subscribers since early 2012 •  Total digital & print subs make up ½ of the total sales for The Times •  Greater ability & speed to integrate with 3rd parties •  Latest print technology ensures the most loyal readers of The Sun will receive exactly the same benefits as digital members + NewsUK = Results ”…we have to make sure we've got the right analytics tools and the right skills in place so our data and information is free-flowing and available to the right people at the right time in the right form," Paul Cheesbrough, News Corp CIO
  21. 21. FT Transforms to the Customer Company Embraced channel-neutral strategy to deliver personalized content anytime, anywhere and across any device to global audience of over 2 million daily Salesforce used as platform across ad sales, journalists, back office and other functional areas for single customer view Leveraged social channels to communicate breaking news, build online communities and enhance consumer loyalty and relevance
  22. 22. Salesforce + Financial Times = Results "Social media is incredibly powerful for us.” Christina Scott CIO •  In 2013 for the first time in its history, the FT’s revenue for content exceeded that of advertising •  Social media is fastest growing traffic source to, increasing by 20% in the first six months of 2012 •  Digital subscribers now exceed global print circulation of its daily audience
  23. 23. Results: The Subscriber Experience   I receive highly relevant, personalized content across all channels and at any time   Partake in timely conversation with an engaged community of other subscribers   Can get quick answers on issues when I make contact   My media organization knows me and treats me as an individual   I receive the same benefits and service as either a digital or print subscriber
  24. 24. Results: The Media Company Experience   I have an easy to use platform to leverage all social channels and enhance subscriber loyalty   Real-time knowledge of my subscribers to engage them across campaigns   Easy, intuitive steps to follow for up and cross sell   Can instantly collaborate with editorial, business and internal teams   Can easily integrate with 3rd parties   Best of breed security and ease of managing circulation audit
  25. 25. Results: Organizational Growth   Increased Traffic   Improved Ability to Capture More Consumer and Advertiser Spend   Enhanced Subscriber Satisfaction and Renewal Rates   Deeper Consumer Engagement
  26. 26. Innovation in Media on the Salesforce Platform Demonstration Tom Brittle SeniorAccount Exec, Platform