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Falcon.io | 2021 Trends Virtual Summit - Social-in-Place
The document reflects on the author's personal and professional experiences during the COVID-19 pandemic, highlighting significant changes in social media interactions and consumer behavior. It discusses Roche's crisis response to misinformation regarding their COVID-19 tests, emphasizing the importance of timely communication and transparency. Key learnings include the necessity of proactive engagement, responding quickly to crises, and contributing meaningful content to social media conversations.
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Falcon.io | 2021 Trends Virtual Summit - Social-in-Place
- 3. This is me. GlobalDirector of Product Ecosystems, Falcon.io Foodie, explorer, dog parent, cat servant Father of a 6-year-old boy @Falcon.io #FalconEd #growwithsocial
- 4. One year ago. Unawareof what kind of year, 2020 was shaping up to become, my family and I were packing our whole life into boxes, preparing to move from Roskilde, Denmark to Austin, Texas…
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- 10. $AMZN ⬆ 212% Source:Tradingview.com
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- 13. So, how dowe socialize?
- 14. So, how dowe socialize?
- 15. So, how dowe socialize? 1.8 billion members of Facebook Groups TikTok was the most downloaded app in 2020 81% of Instagram users research products and services on the platform 7,000 Tweets about TV or movies every minute in 2020 20 billion messages between people and businesses every month. Sources: fb.com, Instagram.com, twitter.com, appfigures.com,
- 16. So, how dowe socialize? 30% of online buyers claim they would purchase directly from Pinterest, Facebook, Twitter, Instagram, or Snapchat. Sources: fb.com, savemycent.com 64% of people would rather message than call or e-mail a business.
- 17. So, how dowe socialize? 46% of people expect your business to respond to social media customer service requests within an hour 64% of people would rather message than call or e-mail a business. Sources: fb.com, savemycent.com, statista.com 30% of online buyers claim they would purchase directly from Pinterest, Facebook, Twitter, Instagram, or Snapchat.
- 20. …and then Covid-19happened First PCR SARS-CoV-2 Test Media/Social spotlight on global scale High increase in traffic Global demand on Roche to provide
- 21. In the midstof a crisis Misinformation on lysis buffer circulating, in social media triggering a negative response. Complexity of the test, highly regulated industry. Reliability quality and safety in order to provide accuracy. Roche had to address situation with accurate and transparent information 01 02 03 04 > 7000 posts in the first 2 hours
- 22. What do youthink was the response time of Roche to address this situation? Within first 4 hours Within 24 hours Within 72 hours Poll
- 23. How long ittook us. 13 hours later.. What? 01 Flag the crisis 02 Assess the impact 03 Analyse information 04 Build Media statement 05 Approve by CEO/senior management 06 Release in relevant communities Learnings Response time needs to increase crisis could have been avoided with early response. Proactive vs reactive anticipating potential questions/concerns Show transparency
- 24. What happens ifyou are not in the Spotlight?
- 25. Be relevant withoutbeing in the spotlight Situation Action Learnings How can we contribute in a valuable way? Tapping into our science community Fake News Lack of factual information Opportunity for experts to provide insights Be aware of social topics of interest Only speak with relevance Adding value beyond own benefits but keep within your expertise
- 26. Increase in socialactivity Within the spotlight, contributing to the global conversation Follower Growth 2020 1736% Roche 2019: 781 Roche 2020: 14 336 47% Roche 2019: 1 467 679 Roche 2020: 2 153 689 16% Roche 2019: 198 582 Roche 2020: 229469 51% Roche 2019: 19 600 Roche 2020: 29 500 233% Roche 2019: 9 154 Roche 2020: 30 452 Facebook LinkedIn Twitter YouTube Instagram Channel
- 27. Improvements based onexperiences Increase social listening activities Trend analysis Audience research
- 28. Zooming out, whatdid we learn? Key Learnings Response time is key, show transparency & be proactive Only speak if its meaningful/ relevant, contribute by adding value beyond yourself Constantly check in with your environment
- 29. Doing now whatpatients need next
- 30. Poll Q: Has yourbusiness seen an increase in social media activity during 2020?
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