The need for a strong, scalable and nimble business continuity plan is clearly evident today. Situations arise where last-minute cancellations have a drastic impact on businesses.
But there is an alternative to cancellation: Innovative companies are leveraging video in their business continuity plans for both external and internal communications. This not only accommodates consumers’ immediate needs, it also fosters brand loyalty and builds new virtual communities as a result.
Here are some powerful examples of video use cases across industries that enhance external communications within a business continuity framework:
Event companies: Adopting a video strategy means supplementing offline offerings with online content by live streaming conference tracks, publishing video on websites and social media and/or making recordings of events available on-demand soon after they happen. The Brightcove video platform can scale to live stream some of the biggest events in the world, including sports, political elections, and industry conferences.
Online retailers: With foot traffic declining, online eCommerce orders have seen unprecedented surges of up to 300% in a week, with some retailers unable to cope with demand. Retailers need to create immersive online experiences to display their products, like Hugo Boss’s live-streamed fashion show. The time is now for brands to evolve their eCommerce strategy to include video, as well as cart checkout and delivery options.
Lifestyle and wellness brands: Lululemon in China opted to stream training classes directly to consumers who have little choice but to work out indoors because of gym closures. Online fitness brands like Alomoves and Peloton could experience a spike in subscriptions and video streaming traffic as more users choose to train at home.
Government agencies: In any breaking news scenario, communication is central to a government’s strategy. It is absolutely critical to connect with the public both offline and online and to deliver updates directly to devices. As government agencies roll out their digital transformation programs, expanding communication channels with citizens should be part of their core strategy. And any communication that includes a video element can be especially engaging and effective.
Education: When conditions prompt school closures and disrupt lesson plans, video e-learning can make a difference. Most schools are not prepared to implement a remote study option, but the beauty of technology in 2020 is that educational institutions can quickly adopt video streaming as a continuity plan. The once highly manual process of uploading slideware with no live commentary can now be replaced with lecturers uploading and publishing their lessons in video format with just a few clicks, then streaming them across various devices and browsers. The advances in streaming technologies make it easy for schools to serve remote students and minimize disruption to regular classes. Whether live-streamed or on-demand, video can be an effective contingency plan to make sure students can stay current with their coursework.
Faith-based organizations: These organizations have mostly relied on the physical attendance of their members but now face a challenge. With worshippers avoiding crowded environments, faith-based groups are exploring new ways to share their message and promote their events, sermons, and services – all of which can be video streamed to worshippers in their homes or on their mobile devices.
During any unexpected situation, brands and organizations need a business continuity plan that includes engaging and informing their customers and employees through offline and online channels.
Written by Sara Larsen, CMO of Brightcove.
