Over the last year, it seemed as though a seismic event was happening in our global society every 20 minutes and across the world, Marketing teams had to move just as fast in order to overcome the new challenges they were faced with. Now as the year ends, join us as we look back at 2020 and review how marketers continue to navigate these uncertain times. We’ll be looking at the data we’ve compiled and see firsthand how strategies continued to change throughout the year. We can learn from the past and use our shared experiences to overcome the challenges the next year is sure to hold. In this webinar learn how to: - How marketing strategies changed in response to COVID-19 and other events - Data insights from how a tumultuous year impacted different marketing teams - Trends observed from marketing teams throughout this past year Watch on-demand: https://www.falcon.io/webinars/2020-marketing/

1. How Marketers Navigated
Social Media in 2020
#FalconEd

2. #FalconEd
Forrest Ronson
Product Solutions Manager
Falcon.io
Dino Kuckovic
Director of Community & Events
Falcon.io
@dinokuckovic @forrestronson
Your Presenters.

3. Intro & setting the scene
Data & storytelling
Q&A
Today’s Agenda.

4. (Housekeeping)
rules help control the fun!
- Monica Geller
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5. DATA INSIGHTS & 2020
The parts not to forget.

6. How did marketer actions change over 2020?
Which actions saw the most significant change?
What was behind the change?
Which parts have seen increases, drop offs?
What opportunities and challenges did we
Identify ?

7. Engage
Our Products.
Benchmark
Advertise
Audience
Publish
Measure
Listen
Content Marketing: Publish, Measure,
Advertise
Customer Engagement: Engage, Audience
Market Insights: Social Listening
Falcon Use Cases.

8. COVID19 & Global WFH, March
16-22
Murder of George Floyd & racial
equality, May 25-31
US Elections, Nov 2-8
Methodology at Play.
How data was compiled and how its displayed
• All data is from Falcon usage.
• We use Mixpanel to track customer actions.
• All data is from January 1st-December 8th, 2020 unless
otherwise noted.
• Data reflects total user actions unless otherwise noted.
Key Events to keep in mind.

9. CUSTOMER ENGAGEMENT
Use case 1.

10. Customer Engagement.
How messaging was impacted
• COVID 19 had a massive impact around messaging.
• Social Messages from brands to customers hit year highs
March 16-22nd.
• Growth had residual impacts throughout the Customer
Engagement use case.
52%
message send rate
growth from March 2-23
38%
increase in labeling
messages to better
understand customers
52%
Sentiment change
growth due to new
COVID verbiage

11. Customer Engagement.
Facilitating collaboration in times of crisis.
• Usage of Customer Service Templates dropped
despite the number of customers sending messages
remaining constant.
• We believe brands have taken a more 1:1 approach
for their social customer service.

12. Customer Engagement.
Exporting data
• The pandemic revealed an analytics use-case within
our customer service tool.
• Brands needed granular information about the
content of the messages they are receiving on their
social channels.
• The need for consistent conversation monitoring
and auditing has remained throughout 2020.

13. #FalconEd
1. We anticipate messaging volumes to continue to grow
on social.
2. We expect the social networks to open up more and
expand their customer service features.
3. Brands need to consider how 1:1 conversations can be
scaled.
Key Takeaways.
use case one

14. CONTENT MARKETING
Use case 2.1

15. Content Marketing.
Creating content in crisis
• Posting was also affected earlier in the pandemic but
has returned to normal levels and even grown.
• Posting holding consistent indicates that despite not
being able to plan long term, is in-step with
anecdotes we’ve heard around brands creating
content that is more grounded.
30%
drop off in campaign
planning from March to
April due to COVID

16. Content Marketing.
Where content was distributed
• Facebook remains the most popular network to
post on with single Image Posts remain the most
popular content type.
• Instagram is relatively distant #2 despite Facebook
signaling that Instagram engagement outperforming
organic content on Facebook.
• Twitter publishing remained fairly stable throughout
the year.
• LinkedIn made considerable gains, growing in
publishing volume by almost 50%.

17. #FalconEd
1. The “What” has changed but not the “Where” in terms of
content planning.
2. Regardless of popular notions around Facebook posting
being outdated, it remains the most popular network in
terms of volume.
3. Despite being a small piece of the total, Linkedin has
carved out a niche and its use case has strengthened as
people spend more time on the network.
Key Takeaways.
use case 2.1

19. CONTENT MARKETING
Use case 2.2

20. Content Marketing.
Paid social
• The pandemic forced brands to halt their paid social
efforts.
• In the months since, paid social events have not
reached pre-pandemic levels.
50%
drop of paid social
events when global WFH
orders launched

21. Content Marketing.
Crisis response
• COVID resulted in brands pausing existing paid social
efforts.
• We were expecting similar activity around the US
election but that was not the case.
710%
increase in brand pausing, deleting or
editing existing ads sparked by murder
of George Floyd

22. #FalconEd
1. Global ad trends mirror what we see in Falcon.
2. Since April overall paid efforts have been reduced but
are cautiously optimistic for 2021.
3. Advertising has a crisis management use case within it.
Key Takeaways.
use case 2.2

23. Cast your vote on-screen.

24. CONTENT MARKETING
Use case 2.3

25. Content Marketing.
Reporting
• Reporting was very consistent and did not
experience sharp increases or drops.
• Overall increases in reporting can be attributed to
product enhancements and not outside factors.
10%
growth in reporting on customer
service efforts throughout the year

26. Content Marketing.
Social network reporting
• Reporting was very consistent and did not
experience sharp increases or drops.
• Fewer metrics available for Instagram reporting
continues to be a challenge to brands and
marketers.
30%
Facebook
22%
Instagram
11%
Twitter
1%
LinkedIn
Reporting across the networks

27. #FalconEd
1. Unsurprisingly the need for in-depth social analytics
remained constant.
2. Growth in Instagram reporting is likely linked to growth
of Falcon customer base.
3. Twitter continues to be a platform not as widely
embraced as Facebook or Instagram.
Key Takeaways.
use case 2.3

28. MARKET INSIGHTS
Use case 3

29. Market Insights.
When crisis management tooling meets a crisis.
• Viewing Listen projects hit an all time high during
March 2020.
• Historically, if social listening is not your primary use
case it is only used for crisis management.
• Falcon’s Listening tool enabled a diverse swath of
customers to enact crisis management processes in
short order.
45%
increase in product usage
through 45K total events

30. Market Insights.
When crisis management tooling meets a crisis (continued).
• Alerts and Email subscriptions enable customers to
receive real time or daily notifications for mentions
of their brand.
• Email subscriptions were impacted by COVID and
also saw a significant spike around the time of the
US Elections.
• After being caught off guard in March and June, we
see brands being more proactive around predictable
lightning rod events.

31. Market Insights.
When crisis management tooling meets a crisis (continued).
• Brands turned to sentiment analysis to create
holistic views of their brands performance during an
unprecedented world event.
• Falcon’s sentiment analysis struggled to keep up with
how the pandemic was being discussed.
• The social listening component of sentiment analysis
seems to have recovered while conversation analysis
continues to be a point of engagement for users.

32. #FalconEd
1. Crisis management is the main use case for users with a
social listening tool.
2. Brands where able to quickly identify how they wanted
to track mentions of their brand around COVID and
have not adjusted their strategy since April.
3. New vernacular introduced into social conversions has
affected sentiment analysis.
4. Users were actively engaged with their content and
people engaging with it in order to adjust sentiment to
create an accurate depiction of their brand perception.
Key Takeaways.
use case 3

33. 1. Consider crisis management on monthly basis.
2. Operate under the expectation of turbulence.
3. Consider stress on teams in uncertain situations.
4. Customer service trending towards bots & automation
but personal touch still required in the new normal.
5. Create a process that considers this hybrid nature but
make it scalable for challenging times.
Key Takeaways.
#FalconEd

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35. #FalconEd
January 21 - 6 Instagram Experiments Worth Trying in 2021
January 26 - Die 2021 Social-Media-Trends (German)
February 16-18 - 2021 Digital Marketing Trends Virtual Summit

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