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How you can respond
to recent trends on
Facebook & Instagram
LIVE WEBINAR
| Confidential 2
Logistics
• Webinar will be recorded – check your inbox for materials
• Submit your questions for Q&A
| Confidential 4
The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!
| Confidential 5
Current State
| Confidential 6
First US Case
Reported in
Washington State
Jan
21
WHO declares
pandemic
US restricts travel
from Europe to US
Mar
11
US declares national
emergency
Mar
13
CA is first state to
issue “Stay at Home”
Other states follow
in days ahead
Mar
19
White House and
Senate agree on
$2 Trillion
stimulus
Mar
25
More than 1/3 of
humanity is
under some form
of lockdown
Mar
31
With the world changing rapidly day to day, marketing
has never had to move faster
Apr
6
6.6 million
Americans file
for
unemployment
Cases around the
world top 2 million
Apr
15
US President
announces new
federal guidelines for
opening of US
Apr
16
Countries like
Germany, US, and
Iran begin to lift
restrictions
Apr
20
The US House
passes a $500
billion interim
coronavirus bill
Apr
23
New federal coronavirus
testing “blueprint” to aid
governors in ramping
capacity. As more states
begin lifting restrictions
Apr
27
| Confidential 7
• Should I continue to advertise, or pause
my campaigns during this time?
• How do I keep my business top of mind?
• What should I be promoting?
• When do we return to normal?
As the world adjusts,
marketers are asking
questions
| Confidential 8
What can we do we do as marketers?
WE ADAPT! We follow trends and evolve
our strategies
We ensure that we are always
providing value to our
audiences
| Confidential 9
Welcome!
I’m Pia Tserkonis
Senior Product Strategist / Product Manager
Leads the Social product strategy offering for WordStream
Has helped 1,000’s small and medium sized businesses
expand their digital marketing reach
| Confidential 10
Today’s Webinar
Agenda
• COVID-19’s impact on advertising
• Changing online media behaviors
• Facebook and Instagram advertising
performance
• 5 Next steps you can take
| Confidential 11
| Confidential 12
Massive Scale – both users and businesses!
Pop. of Earth: 7.53 billion Global SMBs: 125 million
2.6 billion monthly active users | 60 million active business pages
| Confidential 13
COVID-19’s
Impact On Advertising
| Confidential 14
Source: Facebook Q1’ 2020 Earnings Call
Average ad prices decreased by 16%
towards the end of the Q1’ 2020.
But Facebook is reporting that they
have “seen signs of stability” and that
“advertising revenue has been
approximately flat compared to the
same period a year ago.”
Despite a YOY increase in
Q1’2020 advertising revenue,
Facebook has reported that
they are also experiencing
significant reduction in the
demand for advertising.
| Confidential 15
Advertising ad spend will take a hit in Q2’ 2020
Advertisers are cutting, pausing, canceling
budgets due to shifts in purchase behavior
and product availability with travel and
tourism, brick and mortar retail, restaurants,
and auto hit the hardest.
| Confidential 16
Optimism remains high for SMBs
44%
of SMBs are
maintaining or
increasing
marketing spend
during COVID-19
49%
do not feel confident
that they have the
resources and
knowledge to address
customer needs
BUT
48%
24%
29%
Optimistic Unsure Pessimistic
| Confidential 17
Social ads lead
in new brand
discovery
during the
outbreak
Source: Global Web Index, Coronavirus Research Report, April 2020
| Confidential 18
“In the midst of chaos, there is also
opportunity.”
-Sun Tsu
| Confidential 19
Changing Online Media
Consumption Behaviors
| Confidential 20
“As we help thousands of
businesses to move online, our
platform is now handling Black
Friday level of traffic every day!”
-Jean-Michel Lemieux, CTO, Shopify
“The usage growth from COVID-19 is
unprecedented across the industry, and we
are experiencing new records in usage
almost every day.”
-Alex Schultz, VP of Analytics, Facebook
-Jay Parikh, VP of Engineering, Facebook
With more people spending time at home, internet usage and
online media consumption is at an all time high
| Confidential 21
Social media consumption is increasing
47%
of consumers say their
usage of Social Media
has increased since
before the pandemic
Source: Global Web Index, Coronavirus Research Report, April 2020
| Confidential 22
11%
Increase in daily active users for
March 2020 (1.73 B)
10%
Increase in monthly active users
for March 2020 (2.6 B)
Source: Facebook Q1’ 2020 Earnings Call
| Confidential 23
More are turning
to Social media as
a growing source
of news
Source: Global Web Index, Coronavirus Research Report, April 2020
| Confidential 24
Advertising Trends
and Performance
As some advertisers pause and cut campaign budgets, the landscape
has created opportunity for advertisers that remain active
| Confidential 25
Impressions and reach
have increased for
25%+ WordStream
advertisers
35%
Reduction in CPM
costs in April
Jan Feb March April
% Change in Clicks 17.88% -2.25% 19.32% 20.33%
% Change in Imp 22.15% -7.20% 27.54% 21.38%
% Change in Reach 21.00% -7.61% 25.75% 18.99%
% Change in CPM -41.8-% -15.75% -5.68% -34.81%
Cost-Per-Impressions (CPM) = The total amount spend on an ad campaign, divided by impressions
| Confidential 26
Facebook Cost-Per-
Click (CPC)
costs have declined
12%+ YOY for all
WordStream
advertisers
Cost-Per-Click (CPC) = The average cost for each link clink
| Confidential 27
Facebook CTR has
declined an
average of 18%
across all segments
Verticals experiencing growth include:
Retailers & Gen Merchandise: +50%
Occasions & Gifts: +47%
Dining & Nightlife: +25%
Hobbies & Leisure: +18%
News, Media & Publications: 15%+
Sports & Fitness: 8%+
Click-Through-Rate (CTR) = The percentage of people who view your ad (impressions) and who click through your ad
| Confidential 28
Facebook CPA has
declined 23%
across all our
segments
Cost-Per-Action (CPA) = The price you pay for an action a user takes on your website/landing page because of your ad
| Confidential 29
Should You Continue To Advertise
During This Time?
| Confidential 30
“It is well documented that brands that increase
advertising during a recession, when competitors are
cutting back, can improve market share and return
on investment at a lower cost than during good
economic times.”
- Professor John Quelch, Harvard Business School
| Confidential 31
Yes – crises are challenging, but they don’t
last forever!
5. Be empathetic and
plan for the future
4. Test, optimize,
and measure
3. Adapt, pivot, and
transform your business
1. Invest and increase
your Awareness
2. Don’t force the sell
| Confidential 32
Invest and increase your awareness
| Confidential 33
Take advantage of the reduction in competition to grow their
market share
Increases in competitive share-of-
voice during an economic downturn
have been shown to result in both
short-term and long-term gains to
share-of-market and process.
Share of Voice (SOV)= a measure of the market your brand owns compared to your competitors
Share of Market (SOM) = The percentage of the total sales that is held by or attributed to a particular brand ad a given time
| Confidential 34
Research indicates that
consumers expect brands to
advertise during this time
52% agree that seeing and hearing ads gives them a
sense of normalcy.
But a high level of agreement that brands should use
positive reassuring tones and communicate brand
values
Just 8% of consumers thought that brands
should stop advertising due to COVID
Source: Kantar, Advertising during COVID-19: Perspectives from consumers, 2020
Source: Twitter, Advertising during COVID-19, 2020
| Confidential 35
Monitor your
competition
• Find out what your competitors
are doing this time – have they
paused or continued to
advertise?
• What are your upmarket
competitors doing during this
time?
| Confidential 36
Key Takeaways Business as usual, but with a careful
approach
Invest and don’t go dark
27% of consumers have cited that they’ve
discovered new brands during this time via
Social Ads. Invest in your brand and increase
your awareness and market share when
competitors pause.
While consumers cite that advertising is
providing a bit of relief, normalcy, and escape
during this time they still expect brands to be
sensitive, not opportunistic. Be a friend during
this time, people will remember the brands
that were human during this time.
| Confidential 37
Don’t force the sell
2. Don’t force the sell -
Be cognizant of shifting
buying trends and
consumer attitudes
| Confidential 38
People have different mindsets,
wants, and needs, and that’s
impacting buyer needs. Stay up to
date and understand what they want:
• How have your audiences been
impacted?
• What are their needs during this time?
• How have their needs shifted over the
last few weeks?
• How can you solve that need for
them?
Needs have changed
| Confidential 39
Understand how their attitudes have changed
83%
Support brands providing
practical info/tips to help
people deal with the situation
Source: Global Web Index, Coronavirus Research, April 2020
81%
Support brands running
promotions/offers/loyalty perks
80%
Support brands offering
flexible payment terms
79%
Support brands running ads which
show how they are responding to
the virus or helping customers
75%
Support brands providing
funny/light-hearted videos or
content to entertain people
| Confidential 40
Make relevant ads
Stay top of mind for customers and
identify how you can position your
products to be relevant to them
during this time.
Focus on creative and offers that
practices social distancing.
What social traditions are being
disrupted by COVID-19? How can
your business help people during
those moments (birthdays, sports,
weddings)
| Confidential 41
Tell people how you
are responding to the
virus
79% support brands that talk about
how they are responding to the virus
All brands have a role to play. How
will you participate?
Source: Global Web Index, Coronavirus Research, April 2020
| Confidential 42
Offer promotions when
possible
B2C’s can consider:
• Promotions related to shipping
offers such as ‘free delivery’ and
‘reliable delivery’
• Remarketing offer to entice
abandon cart shoppers
B2B’s can consider:
• Flexible payment options
• Discounts
| Confidential 43
Offer content that
helps users learn more
about your business
Your audience is at home, looking for
content to consume. Connect them
to the content they want most.
B2C
DIY tutorials, live streams, demos,
blog articles
B2B
Whitepapers, webinars, eBooks
| Confidential 44
Build your audience
• Advertising is not about the
immediate sell, it’s about building
relationships
• Ensure that your pixel is installed
correctly so that you can track user
activity on your ads, FB Business
Pages, and website.
• Remarket to these audiences at a
future date.
| Confidential 45
Cater your creative and messaging to help
people find what they need during these
times. Engage with relevant content and
build rapport, and when the timing is right,
remarket.
Build relationships
Each news cycle poses new opportunities
and changes to consumer mindset and
buying behaviors. Follow trends and
identify the right way to engage with
consumers as the climate evolves.
Stay up to date
Key Takeaways
| Confidential 46
Adapt, pivot, and transform your business
| Confidential 47
Go Online
Consumer behavior is changing for the
long run.
• 40% of consumers say they will shop
online more frequently after the
outbreak.
Don’t have a presence – build one now!
Source: Global Web Index, Coronavirus Research, April 2020
| Confidential 48
Invest in your customer
experience
Source: Global Web Index, Coronavirus Research, April 2020
Source: Merkle, Personalization’s Golden Rule: Know Thy Customer, 2020
Source: Merkle, Personalization’s Golden Rule: Know Thy Customer, 2020
50%
of consumers don’t plan to
return to shops “for some
time” or “for a long time”
66%
Of consumers said they cared
more about the experience
than price when making a
brand decision
| Confidential 49
Pivot, don’t panic
Identify ways that you can evolve your
offering to meet current needs
• Breweries now offering hand sanitizer
• Facemasks
• DIY food, drink, and salon kits to-go
• Virtual events / tradeshows
Identify opportunities to take your business
online
• Virtual concerts
• Virtual cooking classes
• Virtual fitness classes
• Telehealth
• Online education
• Webinars
| Confidential 50
Now more than ever, businesses need to
move quickly to adapt to the current
climate. Identify opportunities where you
can pivot, that will set your business up for
long term success.
Be agile and pivot
Ensure you have a digital presence as
more consumers shift to online shopping.
Invest in the customer experience so that
you stand out from the competition.
Go digital
Key Takeaways
| Confidential 51
Test, Measure, Optimize
| Confidential 52
Launch new campaign
objectives
1. Objectives & Settings
Select a campaign objective that aligns with
your business goal, and conversion types that
drive to that goal
Conversions = Optimized for conversion events
Lead Ads = Email Signups
Brand Awareness = Awareness push
| Confidential 53
Target the right
audiences
Plan your targeting based on your campaign goals
• Go broad for awareness campaigns
• Use ‘lookalike’ when available
• Re-engage with website visitors through
remarketing
Don’t forget: Set up different ads to target each
distinct audience!
| Confidential 54
Get Creative
Invest time in creating and testing new
creative and content now!
• Test new messaging, headlines, CTAs
• Remember to use relevant messaging
and creative
• Bonus tip: Consider using user-
generated content (UGC)
• Static images vs videos
• Landing pages, website
Try Facebook and Instagram Live!
| Confidential 55
Partner with local
influencers
Identify influencers within your audience
who are subject matter experts and can
help you build credibility, increase brand
awareness and reach new audiences within
your target audience.
According to a study by Tomoson, influencer
marketing can yield a $6.50 return on
investment for every dollar spent
| Confidential 56
Identify your KPIs and
Optimize
• Conversions
• Cost per acquisition
• Return on advertising spend
• Total Leads
• Awareness
• Traffic
• Engagement
As you shift your strategy, identify new
metrics that may be more important as
the climate changes
| Confidential 57
What worked two months ago may no
longer be performing. Don’t be afraid to
pause underperforming ads. Create new
ads that are relevant today and continue
to optimize.
Measure and evolve
CPMs are at historical lows. Use this time
to experiment and test new ad creative,
messaging, ad formats, and audiences
during this time to understand what works
and what doesn’t.
Create and test new ads
Key Takeaways
| Confidential 58
Be present and plan for the future
| Confidential 59
“I was asked what I thought about the recession.
I thought about it and decided that I did not want
to take part?”
-Sam Walton, Founder of Wal-Mart
| Confidential 60
Be a friend and look towards the future
Be present
Stay up-to-date with current trends and events
Invest in your online experience
Pivot and evolve
Optimize and grow
Key Takeaways
| Confidential 61
Thank you!
“We can’t
direct the
wind, but we
can adjust
the sails.”
— Cora L. V. Hatch
| Confidential 62
| Confidential 63
What industry are you in?
Is your business brick and mortar,
eCommerce or both?
How is your core audience
impacted by COVID-19?
How can you provide more value and
be helpful to your audience at this
time?
All industries have been impacted, some more than others. How has
consumer behavior changed for the industry that you belong to?
If you don’t have an eCommerce or online presence, explore how
you can use this time to take your business online.
Can you pivot what your product offering at this time?
Cancelled events, appointments, school, remote, post posting
purchases
Assess your situation
What is your competition doing
during this time?
Have they paused their campaigns? Updated their copy and
messaging? How have they remained connected during this time
with their audiences?
How can you pivot your service and offering to meet customer
needs right now? How can you transform your business in the short-
term and potentially evolve / grow it for the long term?

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5 Quick Ways to Respond to Current Facebook & Instagram Trends

  • 1. How you can respond to recent trends on Facebook & Instagram LIVE WEBINAR
  • 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  • 4. | Confidential 4 The webinar will be recorded. Check your inbox for the materials. Submit your questions for Q&A!
  • 6. | Confidential 6 First US Case Reported in Washington State Jan 21 WHO declares pandemic US restricts travel from Europe to US Mar 11 US declares national emergency Mar 13 CA is first state to issue “Stay at Home” Other states follow in days ahead Mar 19 White House and Senate agree on $2 Trillion stimulus Mar 25 More than 1/3 of humanity is under some form of lockdown Mar 31 With the world changing rapidly day to day, marketing has never had to move faster Apr 6 6.6 million Americans file for unemployment Cases around the world top 2 million Apr 15 US President announces new federal guidelines for opening of US Apr 16 Countries like Germany, US, and Iran begin to lift restrictions Apr 20 The US House passes a $500 billion interim coronavirus bill Apr 23 New federal coronavirus testing “blueprint” to aid governors in ramping capacity. As more states begin lifting restrictions Apr 27
  • 7. | Confidential 7 • Should I continue to advertise, or pause my campaigns during this time? • How do I keep my business top of mind? • What should I be promoting? • When do we return to normal? As the world adjusts, marketers are asking questions
  • 8. | Confidential 8 What can we do we do as marketers? WE ADAPT! We follow trends and evolve our strategies We ensure that we are always providing value to our audiences
  • 9. | Confidential 9 Welcome! I’m Pia Tserkonis Senior Product Strategist / Product Manager Leads the Social product strategy offering for WordStream Has helped 1,000’s small and medium sized businesses expand their digital marketing reach
  • 10. | Confidential 10 Today’s Webinar Agenda • COVID-19’s impact on advertising • Changing online media behaviors • Facebook and Instagram advertising performance • 5 Next steps you can take
  • 12. | Confidential 12 Massive Scale – both users and businesses! Pop. of Earth: 7.53 billion Global SMBs: 125 million 2.6 billion monthly active users | 60 million active business pages
  • 14. | Confidential 14 Source: Facebook Q1’ 2020 Earnings Call Average ad prices decreased by 16% towards the end of the Q1’ 2020. But Facebook is reporting that they have “seen signs of stability” and that “advertising revenue has been approximately flat compared to the same period a year ago.” Despite a YOY increase in Q1’2020 advertising revenue, Facebook has reported that they are also experiencing significant reduction in the demand for advertising.
  • 15. | Confidential 15 Advertising ad spend will take a hit in Q2’ 2020 Advertisers are cutting, pausing, canceling budgets due to shifts in purchase behavior and product availability with travel and tourism, brick and mortar retail, restaurants, and auto hit the hardest.
  • 16. | Confidential 16 Optimism remains high for SMBs 44% of SMBs are maintaining or increasing marketing spend during COVID-19 49% do not feel confident that they have the resources and knowledge to address customer needs BUT 48% 24% 29% Optimistic Unsure Pessimistic
  • 17. | Confidential 17 Social ads lead in new brand discovery during the outbreak Source: Global Web Index, Coronavirus Research Report, April 2020
  • 18. | Confidential 18 “In the midst of chaos, there is also opportunity.” -Sun Tsu
  • 19. | Confidential 19 Changing Online Media Consumption Behaviors
  • 20. | Confidential 20 “As we help thousands of businesses to move online, our platform is now handling Black Friday level of traffic every day!” -Jean-Michel Lemieux, CTO, Shopify “The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day.” -Alex Schultz, VP of Analytics, Facebook -Jay Parikh, VP of Engineering, Facebook With more people spending time at home, internet usage and online media consumption is at an all time high
  • 21. | Confidential 21 Social media consumption is increasing 47% of consumers say their usage of Social Media has increased since before the pandemic Source: Global Web Index, Coronavirus Research Report, April 2020
  • 22. | Confidential 22 11% Increase in daily active users for March 2020 (1.73 B) 10% Increase in monthly active users for March 2020 (2.6 B) Source: Facebook Q1’ 2020 Earnings Call
  • 23. | Confidential 23 More are turning to Social media as a growing source of news Source: Global Web Index, Coronavirus Research Report, April 2020
  • 24. | Confidential 24 Advertising Trends and Performance As some advertisers pause and cut campaign budgets, the landscape has created opportunity for advertisers that remain active
  • 25. | Confidential 25 Impressions and reach have increased for 25%+ WordStream advertisers 35% Reduction in CPM costs in April Jan Feb March April % Change in Clicks 17.88% -2.25% 19.32% 20.33% % Change in Imp 22.15% -7.20% 27.54% 21.38% % Change in Reach 21.00% -7.61% 25.75% 18.99% % Change in CPM -41.8-% -15.75% -5.68% -34.81% Cost-Per-Impressions (CPM) = The total amount spend on an ad campaign, divided by impressions
  • 26. | Confidential 26 Facebook Cost-Per- Click (CPC) costs have declined 12%+ YOY for all WordStream advertisers Cost-Per-Click (CPC) = The average cost for each link clink
  • 27. | Confidential 27 Facebook CTR has declined an average of 18% across all segments Verticals experiencing growth include: Retailers & Gen Merchandise: +50% Occasions & Gifts: +47% Dining & Nightlife: +25% Hobbies & Leisure: +18% News, Media & Publications: 15%+ Sports & Fitness: 8%+ Click-Through-Rate (CTR) = The percentage of people who view your ad (impressions) and who click through your ad
  • 28. | Confidential 28 Facebook CPA has declined 23% across all our segments Cost-Per-Action (CPA) = The price you pay for an action a user takes on your website/landing page because of your ad
  • 29. | Confidential 29 Should You Continue To Advertise During This Time?
  • 30. | Confidential 30 “It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at a lower cost than during good economic times.” - Professor John Quelch, Harvard Business School
  • 31. | Confidential 31 Yes – crises are challenging, but they don’t last forever! 5. Be empathetic and plan for the future 4. Test, optimize, and measure 3. Adapt, pivot, and transform your business 1. Invest and increase your Awareness 2. Don’t force the sell
  • 32. | Confidential 32 Invest and increase your awareness
  • 33. | Confidential 33 Take advantage of the reduction in competition to grow their market share Increases in competitive share-of- voice during an economic downturn have been shown to result in both short-term and long-term gains to share-of-market and process. Share of Voice (SOV)= a measure of the market your brand owns compared to your competitors Share of Market (SOM) = The percentage of the total sales that is held by or attributed to a particular brand ad a given time
  • 34. | Confidential 34 Research indicates that consumers expect brands to advertise during this time 52% agree that seeing and hearing ads gives them a sense of normalcy. But a high level of agreement that brands should use positive reassuring tones and communicate brand values Just 8% of consumers thought that brands should stop advertising due to COVID Source: Kantar, Advertising during COVID-19: Perspectives from consumers, 2020 Source: Twitter, Advertising during COVID-19, 2020
  • 35. | Confidential 35 Monitor your competition • Find out what your competitors are doing this time – have they paused or continued to advertise? • What are your upmarket competitors doing during this time?
  • 36. | Confidential 36 Key Takeaways Business as usual, but with a careful approach Invest and don’t go dark 27% of consumers have cited that they’ve discovered new brands during this time via Social Ads. Invest in your brand and increase your awareness and market share when competitors pause. While consumers cite that advertising is providing a bit of relief, normalcy, and escape during this time they still expect brands to be sensitive, not opportunistic. Be a friend during this time, people will remember the brands that were human during this time.
  • 37. | Confidential 37 Don’t force the sell 2. Don’t force the sell - Be cognizant of shifting buying trends and consumer attitudes
  • 38. | Confidential 38 People have different mindsets, wants, and needs, and that’s impacting buyer needs. Stay up to date and understand what they want: • How have your audiences been impacted? • What are their needs during this time? • How have their needs shifted over the last few weeks? • How can you solve that need for them? Needs have changed
  • 39. | Confidential 39 Understand how their attitudes have changed 83% Support brands providing practical info/tips to help people deal with the situation Source: Global Web Index, Coronavirus Research, April 2020 81% Support brands running promotions/offers/loyalty perks 80% Support brands offering flexible payment terms 79% Support brands running ads which show how they are responding to the virus or helping customers 75% Support brands providing funny/light-hearted videos or content to entertain people
  • 40. | Confidential 40 Make relevant ads Stay top of mind for customers and identify how you can position your products to be relevant to them during this time. Focus on creative and offers that practices social distancing. What social traditions are being disrupted by COVID-19? How can your business help people during those moments (birthdays, sports, weddings)
  • 41. | Confidential 41 Tell people how you are responding to the virus 79% support brands that talk about how they are responding to the virus All brands have a role to play. How will you participate? Source: Global Web Index, Coronavirus Research, April 2020
  • 42. | Confidential 42 Offer promotions when possible B2C’s can consider: • Promotions related to shipping offers such as ‘free delivery’ and ‘reliable delivery’ • Remarketing offer to entice abandon cart shoppers B2B’s can consider: • Flexible payment options • Discounts
  • 43. | Confidential 43 Offer content that helps users learn more about your business Your audience is at home, looking for content to consume. Connect them to the content they want most. B2C DIY tutorials, live streams, demos, blog articles B2B Whitepapers, webinars, eBooks
  • 44. | Confidential 44 Build your audience • Advertising is not about the immediate sell, it’s about building relationships • Ensure that your pixel is installed correctly so that you can track user activity on your ads, FB Business Pages, and website. • Remarket to these audiences at a future date.
  • 45. | Confidential 45 Cater your creative and messaging to help people find what they need during these times. Engage with relevant content and build rapport, and when the timing is right, remarket. Build relationships Each news cycle poses new opportunities and changes to consumer mindset and buying behaviors. Follow trends and identify the right way to engage with consumers as the climate evolves. Stay up to date Key Takeaways
  • 46. | Confidential 46 Adapt, pivot, and transform your business
  • 47. | Confidential 47 Go Online Consumer behavior is changing for the long run. • 40% of consumers say they will shop online more frequently after the outbreak. Don’t have a presence – build one now! Source: Global Web Index, Coronavirus Research, April 2020
  • 48. | Confidential 48 Invest in your customer experience Source: Global Web Index, Coronavirus Research, April 2020 Source: Merkle, Personalization’s Golden Rule: Know Thy Customer, 2020 Source: Merkle, Personalization’s Golden Rule: Know Thy Customer, 2020 50% of consumers don’t plan to return to shops “for some time” or “for a long time” 66% Of consumers said they cared more about the experience than price when making a brand decision
  • 49. | Confidential 49 Pivot, don’t panic Identify ways that you can evolve your offering to meet current needs • Breweries now offering hand sanitizer • Facemasks • DIY food, drink, and salon kits to-go • Virtual events / tradeshows Identify opportunities to take your business online • Virtual concerts • Virtual cooking classes • Virtual fitness classes • Telehealth • Online education • Webinars
  • 50. | Confidential 50 Now more than ever, businesses need to move quickly to adapt to the current climate. Identify opportunities where you can pivot, that will set your business up for long term success. Be agile and pivot Ensure you have a digital presence as more consumers shift to online shopping. Invest in the customer experience so that you stand out from the competition. Go digital Key Takeaways
  • 51. | Confidential 51 Test, Measure, Optimize
  • 52. | Confidential 52 Launch new campaign objectives 1. Objectives & Settings Select a campaign objective that aligns with your business goal, and conversion types that drive to that goal Conversions = Optimized for conversion events Lead Ads = Email Signups Brand Awareness = Awareness push
  • 53. | Confidential 53 Target the right audiences Plan your targeting based on your campaign goals • Go broad for awareness campaigns • Use ‘lookalike’ when available • Re-engage with website visitors through remarketing Don’t forget: Set up different ads to target each distinct audience!
  • 54. | Confidential 54 Get Creative Invest time in creating and testing new creative and content now! • Test new messaging, headlines, CTAs • Remember to use relevant messaging and creative • Bonus tip: Consider using user- generated content (UGC) • Static images vs videos • Landing pages, website Try Facebook and Instagram Live!
  • 55. | Confidential 55 Partner with local influencers Identify influencers within your audience who are subject matter experts and can help you build credibility, increase brand awareness and reach new audiences within your target audience. According to a study by Tomoson, influencer marketing can yield a $6.50 return on investment for every dollar spent
  • 56. | Confidential 56 Identify your KPIs and Optimize • Conversions • Cost per acquisition • Return on advertising spend • Total Leads • Awareness • Traffic • Engagement As you shift your strategy, identify new metrics that may be more important as the climate changes
  • 57. | Confidential 57 What worked two months ago may no longer be performing. Don’t be afraid to pause underperforming ads. Create new ads that are relevant today and continue to optimize. Measure and evolve CPMs are at historical lows. Use this time to experiment and test new ad creative, messaging, ad formats, and audiences during this time to understand what works and what doesn’t. Create and test new ads Key Takeaways
  • 58. | Confidential 58 Be present and plan for the future
  • 59. | Confidential 59 “I was asked what I thought about the recession. I thought about it and decided that I did not want to take part?” -Sam Walton, Founder of Wal-Mart
  • 60. | Confidential 60 Be a friend and look towards the future Be present Stay up-to-date with current trends and events Invest in your online experience Pivot and evolve Optimize and grow Key Takeaways
  • 61. | Confidential 61 Thank you! “We can’t direct the wind, but we can adjust the sails.” — Cora L. V. Hatch
  • 63. | Confidential 63 What industry are you in? Is your business brick and mortar, eCommerce or both? How is your core audience impacted by COVID-19? How can you provide more value and be helpful to your audience at this time? All industries have been impacted, some more than others. How has consumer behavior changed for the industry that you belong to? If you don’t have an eCommerce or online presence, explore how you can use this time to take your business online. Can you pivot what your product offering at this time? Cancelled events, appointments, school, remote, post posting purchases Assess your situation What is your competition doing during this time? Have they paused their campaigns? Updated their copy and messaging? How have they remained connected during this time with their audiences? How can you pivot your service and offering to meet customer needs right now? How can you transform your business in the short- term and potentially evolve / grow it for the long term?