COVID-19 IN UNITED STATES - STRATEGIC SOCIAL LISTENING ANALYSIS June 03, 2020 - ATCS
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STRATEGIC SOCIAL LISTENING ANALYSIS COVID-19 IN UNITED STATES June 03, 2020 Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
5 THINGS TO REMEMBER WHEN READING THIS REPORT 01 02 03 04 05 This is qualitative data, Listening results can Spikes, top posts show Share of voice or Sentiment is generated used to qualify ideas. add more context to trends in conversations. number of posts should by an algorithm and has Do not use to validate other qualitative and not be treated as hard a margin of error. ideas. quantitative data. data. SOCIAL LISTENING GLOSSARY Listening Period Topic Profile Sentiment Number of Posts Share of Voice The timeframe of the A group of words used The sentiment of The frequency of a Shows the frequency in report is Jan 01, 2020 – to search a topic trend the post such as: word appearing in a which a word appears May 31, 2020. in social media. ▪ Positive topic profile. It provides in a topic profile. Used ▪ Neutral context to define the to visualize keyword ▪ Negative volume of a groups by brand, conversation. competitive set, etc. Word Cloud A visual representation for text data. Typically used to depict keyword metadata, or tags, on websites. This format is usefulfor quickly perceiving the most prominent terms and determining the term’s relative prominence. The bigger the font, the more frequently the word appears in the topic profile. COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
01 Timeline 02 Impact on Jobs and Economy AGENDA 03 Conversations around Online Learning |UNITED STATES 04 Conversations around Work From Home 05 Conversations around Home-Gym COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
CONVERSATION VOLUME AROUND COVID-19 IN THE U.S. 80,00,000 LISTENING PERIOD January 01, 2020 – May 31 2020 70,00,000 National emergency Countries in LATAM 230,350,490 Posts declared entered quarantine 60,00,000 50,00,000 Shortage of testing Conversation Volume equipment 40,00,000 Announced as global pandemic Govt. criticized for 30,00,000 inefficient control actions New study claims Vitamin-D deficiency to First death in the U.S. impact mortality rates 20,00,000 Restaurants seek to welcome back First case in the U.S. in-person dining by adhering to 10,00,000 social distancing and safety norms Jobless rates haven’t WHO released new guidance 0 been as high since 1930s for outdoor events 1-Jan 16-Jan 31-Jan 15-Feb 1-Mar 16-Mar 31-Mar 15-Apr 30-Apr 15-May 30-May COVID-19 COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
CORONAVIRUS - A TIMELINE 2019 JANUARY 2020 FEBRUARY 2020 CORONAVIRUS (COVID-19) EMERGES COVID-19 SPREADS DEATH TOLL RISES Initial 41 cases reported in Wuhan, China. By the end of January, over 9,000 cases reported. By the end of February, death toll neared 2,800 and 80,000 COVID-19 still mainly resided in China. confirmed infections. DEC 31 - Chinese officials alerted the WHO of several cases of unusual pneumonia in Wuhan, the virus was unknown. JAN 11 - First death in China announced. FEB 06 - First human-to-human transmission. JAN 13 - First case outside of China in Thailand. FEB 09 - Death toll surpasses SARS. JAN 20 - First U.S. case in Washington state. FEB 11 - Disease named as COVID-19. JAN 23 - Wuhan goes under quarantine. FEB 23 - More cases appear in Italy’s Lombardy region. JAN 30 - WHO declares a global public-health emergency. FEB 29 - First COVID-19 death in the U.S. MAY 25 New York governor signs bill that provides death MARCH 2020 APRIL 2020 claims to families of deceased frontline workers UNCERTAINTY AND CONCERN STATES BEGIN LIFTING LOCKDOWNS MAY 27 U.S. military personnel tested positive for COVID- The economy continues to be affected globally and people U.S. leaders say social distancing guidelines will be necessary 19 in South Korea start to panic as more states report cases of COVID-19. throughout the summer. MAY 29 Coronavirus hospitalizations and incubations MAR 11 - Travel was banned from 26 European countries, APR 9 - Amazon reassigned employees to build a lab meant continue to drop in New York state, governor WHO declares global pandemic. for COVID-19 testing. says MAR 22 - U.S. announced their first lockdown. APR 15 - The leader of the WHO expressed dismay at MAR 25 - At least 65,201 cases of COVID-19 in the U.S. President Trump’s decision to cut funding amidst the crisis. Trump terminates U.S. relationship with WHO, MAY 30 MAR 27 - President Trump signs $2 trillion relief bill. APR 21 - An executive order being drafted for temporary claiming it misled the world about COVID-19 suspension of immigration to the U.S. APR 29 - Florida began to re-open; hard-hit regions U.S. sending hydroxychloroquine and ventilators MAY 31 to remain shut. to Brazil . COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
Unemployment rate in the U.S. spiked to 23.9%, as nearly 40.8 million jobs are lost. U.S. unemployment rate will continue to remain double digit in 2020. Fortune.com After 2 months of shutdown, U.S. has partially reopened it’s all 50 states as the country is looking at a downward trend in new cases and deaths. BBC.com Threat to Jobs: About 40.8 million people have filed unemployment claims in a total of 10 weeks. COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
Big brands including Boston Red Sox, one of Major League Baseball’s most valuable franchises, announced the pay cuts for employees varying to their income range. theathletic.com Manufacturers are trying to produce hand sanitizers, masks and clear plastic dividers that are seen as key to reopening the U.S. economy amid the pandemic. WSJ.com Economy: Pay-cuts introduced at big name brands. Rapid production for face masks and sanitizers as reopening is initiated. COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
U.S. stock market has recovered the expenses of a trillion dollars lost due to the lockdown. On the contrary, economists estimate a 40% downfall in the economy. qz.com Economy: Estimations of U.S. GDP to slump by as much as 42.8% in the 2nd quarter. COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
A GLANCE OF THE PRE-COVID19 AND IN-COVID19 TRENDS Attributed to the revised living patterns due to the pandemic, several ‘limited’ trends became the ‘new-normal’. The pandemic has resulted in an influx of many new trends and behaviors. We capture those behaviors, identifying opportunities for business and organizations to take advantage of. Pre- The following trends will be explored: COVID19 In- COVID19 Online Learning Work From Home Home-Gym COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
CONVERSATION AROUND THE ONLINE LEARNING TREND With schools adopting distance learning, and work form home becoming mandatory for many, people were challenged with good connectivity. Monthly Conversation Trend – 353,580 Posts 1,020% 1,40,000 Conversation Volume 1,20,000 1,00,000 80,000 60,000 40,000 20,000 - Dec Jan Feb Mar Apr May Month Percentage change ( ) is calculated on the average monthly difference observed in Dec’19 – Feb’20 compared to Mar’20 – May’20. Pre-COVID19 In-COVID19 • Online courses considered advanced: Digital learning options, although available, were • Increased internet usage: With millions of students learning from home to limit the considered costly and advanced as compared to offline or regular courses spread of the Coronavirus, one of the major changes was increased internet usage and network upgrades • Distance learning plans: As schools move to distance learning and remote instructions, planning for spring breaks, training for teachers, distribution of laptops and daily class management became the discussion topics • Teacher’s appreciation day: Online felicitation was observed for educators who spend countless hours supporting, inspiring and motivating children to do their best and work creatively in times of distance learning COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
CONVERSATION AROUND THE ONLINE LEARNING TREND With schools adopting distance learning, and work form home becoming mandatory for many, people were challenged with good connectivity. Maintaining Focus • Online learning has been a struggle for many parents and teachers as they find it difficult to motivate and resolve the reluctance of children towards studies • Maintaining internet connection with students also posed a challenge. Technical glitches became an additional factor in troubling Conversation Volume the online classes and tutorials Digital Learning Platforms • Due to the closure of schools for the rest of the academic year, many academic institutes introduced online/distance learning facilities for students • Digital portals like Udemy, Edx, etc. along with premier institutes like MIT and Harvard to name a few, facilitated distant courses to cater to the new demand Dec Jan Feb Mar Apr May Month Maintaining Focus Digital Learning Platforms COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
With schools adopting distance learning, and work form home becoming mandatory for many, people were challenged with good connectivity. Conversation Around The Online Learning Trend COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
CONVERSATION AROUND THE WORK FROM HOME TREND With businesses adopting employee safety guidelines, the ‘work-from-home’ concept has become new corporate policy. Monthly Conversation Trend – 2,731,253 Posts 970% Conversation Volume 14,00,000 12,00,000 10,00,000 8,00,000 6,00,000 4,00,000 2,00,000 - Dec Jan Feb Mar Apr May Month Percentage change ( ) is calculated on the average monthly difference observed in Dec’19 – Feb’20 compared to Mar’20 – May’20. Pre-COVID19 In-COVID19 • Work from home as an option: Since the world was living a healthy life, the ‘home- • Temporary change of plans: In beginning of the pandemic, public and private office’ concept was considered a privilege in many companies organizations started considering a temporary work from home policy • Reconsidering parenting options: Addressing challenges faced by work-from-home parents, several tips on revised parenting techniques were observed • Cybersecurity: Data security became a key challenge as many employees started working from home • Home-tech set-up: Many people started buying office related equipment in order to create a more comfortable home working environment • Permanent work-from-home: Major companies like Google, Facebook, Twitter, etc. introduced employee friendly policies around work from home/anywhere COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
CONVERSATION AROUND THE WORK FROM HOME TREND With businesses adopting employee safety guidelines, the ‘work-from-home’ concept has become new corporate policy. Collaboration • Zoom is the most preferable app for business and task collaboration • Informative blogs and articles were circulated to ensure better co- ordination among employees Conversation Volume Connectivity • Discussions around reimbursement for increased utility expenses • Work from home has changed the Internet traffic pattern (mobile usage volumes up by 40% and WiFi calling up by 100%). It is also expected that companies facilitate work from home infrastructure for employees Technical Challenges • Companies are worried about the slack in cyber security as employees work from home • Because of the high online traffic, cyber threats are a tremendous Dec Jan Feb Mar Apr May challenge for the organizations Month Collaboration Technical Issues Connectivity COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
With businesses adopting employee safety guidelines, the ‘work-from- home’ concept has become new corporate policy. Conversation Around The Work From Home Trend COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
CONVERSATION AROUND THE HOME-GYM TREND When the disruption in gym services became a concern, many adopted the ‘home-gym’ concept. Monthly Conversation Trend – 176,160 Posts 900% Conversation Volume 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 - Dec Jan Feb Mar Apr May Month Percentage change ( ) is calculated on the average monthly difference observed in Dec’19 – Feb’20 compared to Mar’20 – May’20. Pre-COVID19 In-COVID19 • Home gym as a choice: Before the pandemic, the home-gym was termed as an • Solo workouts and at-home sessions: Became the norm for athletes as their life had individual choice and was mostly an option to refrain from the annual membership fees. started to get affected by cancelled practices, and closed tracks and gyms • Gym trainers/instructor’s blog: Sharing fitness routines and motivating clients through digital channels became a new trend • Online subscription series: Multiple gym chains with their fitness certified trainers launched social media channels along with individual trainer websites COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
CONVERSATION AROUND THE HOME-GYM TREND When the disruption in gym services became a concern, many adopted the ‘home-gym’ concept. Online/Home Workouts • Home workout programs, training on Zoom, and Zumba classes on YouTube channels became the new source for fitness routines • Fitness trainers took to social media to share posts and videos, motivating people to initiate the in-house gym Conversation Volume New Trends • Yoga became a new trend on social media and many celebs, including Britney Spears, shared their yoga poses and dumbbell workouts to inspire people • Sales of home-workout equipment got a boost as a result of the indoor exercise regime. Free style yoga and no-equipment workouts became popular Dec Jan Feb Mar Apr May Month Online/Home Workouts New Trends COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
When the disruption in gym services became a concern, many adopted the ‘home-gym’ concept. Conversation Around The Home-Gym Trend COVID-19 IN U.S. – Jun 03, 2020 | STRATEGIC SOCIAL LISTENING ANALYSIS Actionable insights around Coronavirus conversation, emotions and how it impacts consumers behavior.
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