The chatbot sales and marketing channel for artists and the music industry Cameron Jenkinson, Global Head of Virtual Agents Design, Accenture

1. Cameron Jenkinson
Chatbots in the
music industry
Music 4.5 2017

2. Where we are today
1
Customer facing intelligent automation has exploded
- Juniper Research - PwC- Business Insider
Chatbots in Music | Music 4.5 2017 | Cameron Jenkinson
Chatbots will be
responsible for cost
savings of over $8
billion annually by
2022, up from $20
million in 2017
31% of business
executives believe
“virtual assistants” will
have the largest impact
on their business, more
than any other “AI-
powered solution”
67% of consumers
worldwide used a
chatbot for customer
support in the past year

3. Two stories
Chatbot use cases in the music industry
3Chatbots in Music | Music 4.5 2017 | Cameron Jenkinson
Artist Assistant Event Assistant
Venue / Festival Assistant
• Engage and drive incremental
value from fan base
• Facebook Messenger bot platform
• Key outcome: Increasing campaign
effectiveness reducing cost per
action by 22%
• Improve response rates and help
teams become more efficient
• Facebook Messenger bot platform
• Key outcome: Enhancing team
efficiency through time utilisation
(saving 2-4 hours per day)

4. Chatbots in Music
Chatbots as a customer/fan relationship management tool
2
Sales
CRM
Marketing
SupportFeedback
Chatbots in Music | Music 4.5 2017 | Cameron Jenkinson
Drive conversions and lead
generation to key revenue streams:
ticket sales, merchandise, content
such as streams & downloads
Create engaging on brand
conversations that generate
awareness of relevant products and
new campaigns / offers
Capture feedback throughout
conversion and support points to
help teams / individuals improve
experiences, products and services
Provide a responsive experience to
deal with customer enquiries and
common support situations that
improve the efficiency of teams

5. Supporting the sales process of a new album launch: we proved the case for using
conversation as a funnel to drive conversions to key revenue streams. This
reduced cost per action by 22% against traditional campaign methods.
Sales - Artist
6Chatbots in Music | Music 4.5 2017 | Cameron Jenkinson
Reach
Localised targeting
through the FB ad network
Destination
Sending people to start
a new conversation
Conversion
Ticket sales for album tour shows
& album streams / downloads
$/£

6. • Personalisation through service integrations
meant fans could easily engage with content
through their favourite service
• We utilised these integrations to:
- Re-engagement of back catalog
- Awareness of new releases
• Context aware notifications that uses
the service the fan wants to consume from
to drive engagement to new content
7Chatbots in Music | Music 4.5 2017 | Cameron Jenkinson
Marketing - Artist
Creating a conversation that is
personalised and relevant to fans

7. 9
As long as they can get help quickly and easily, 40% of
consumers don’t care whether a chatbot or a person answers
their customer service questions
- HubSpot
Chatbots in Music | Music 4.5 2017 | Cameron Jenkinson
Support - Event Brand
• Documented a knowledge base from historic
customer support issues pre / during / post
event that was used to the train bot
• Marketing teams spent 2-4 less hours per day
responding to customer enquiries
Creating a responsive support assistant for
customer enquiries meant teams could dedicate
more time to other responsibilities

8. 1
show survey
message
exchanges
10Chatbots in Music | Music 4.5 2017 | Cameron Jenkinson
Feedback - Event Brand
• Short surveys were prompted to existing customers
who have already engaged with the bot
• Surveys were used to identify areas of improvement
and overall satisfaction
• Feedback was also captured on support question
responses “Did this answer your question?”
• Teams used the feedback to create a roadmap of
improvements for subsequent events
Generating consistent feedback from past
customers who help teams identify ways to
improve the event experience

9. The Future
11Chatbots in Music | Music 4.5 2017 | Cameron Jenkinson
Identifying more techniques to drive value and create more automation efficiency
Sales
CRM
Marketing
SupportFeedback
Drive conversions and lead
generation to key revenue streams:
ticket sales, merchandise, content
such as streams & downloads
Create engaging on brand
conversations that generate
awareness of relevant offers,
campaigns and key revenue streams
Capture feedback throughout
conversion and support points to
help teams / individuals improve
experiences, products and services
Provide a responsive experience to
deal with customer enquiries and
common support situations fast that
improve the efficiency of teams

10. What’s your 30%?
In a future that works, we show that almost half
of all work activities have the potential to be
automated by adapting currently proven
technology. We estimate that 60% of all
occupations have at least 30% technically
automatable activities.
However, automation will change far more
occupations—by, for example, partially
automating them—than it will replace.
- From McKinsey Report on AI for 2017
12Chatbots in Music | Music 4.5 2017 | Cameron Jenkinson

11. Cameron Jenkinson
Thank you.
Music 4.5 2017