We can't imagine a greater challenge than the one we face today, a global pandemic that threatens the health and well being of our families and communities. As a 100% remote agency, we have not skipped a beat with the upheaval COVID-19 is causing around the world, and are doing everything we can to provide our clients and partners with informed, uninterrupted support. Our perspective is that as populations shift towards indoor activities, there will be a greater need than ever before for organizations to shift resourcing towards online activations. As digital marketing experts, we're prepared to do everything we can to help you navigate these changes. We are happy to help discuss ideas, shifts, pivots--anything we need to do to keep your business healthy and positioned for growth.

1. The Marketing Pulse – COVID-19 Edition
Q2 2020

2. Dear Clients + Friends,
A few months ago at Social Tribe, we went through the exercise of redefining and articulating our core values. I never imagined they'd be put to the test so
soon by the intense and disorienting experience presented by worldwide pandemic COVID-19. These are the moments where values shine as the beacon of
light we follow in the dark, the bedrock that grounds us solidly as the land under our feet begins to shift. Of the six core values we share at Social Tribe, the
one that keeps ringing in my ears is:
We’re all in. When called upon, we roll up our sleeves and rise to the challenge.
I can't imagine a greater challenge than the one we face today, a global pandemic that threatens the health and well being of our families and communities.
We are working proactively to get in front of this to the greatest extent possible and support you through these turbulent and unpredictable times. As a 100%
remote agency, we have not skipped a beat with the upheaval COVID-19 is causing around the world, and we assure you we are doing everything we can to
provide you all with uninterrupted support. Your contacts remain the same, our hours remain the same, and our support for your team will grow to help you
through these tough times.
Our perspective is that as populations shift towards indoor activities, there will be a greater need than ever before for organizations to shift resourcing from in-
person events towards online activations. As digital marketing experts, we're prepared to do everything we can to help you navigate these changes. We are
happy to help discuss ideas, shifts, pivots--anything we need to do to keep your business healthy and positioned for growth.
There's nothing more important than the health and safety of our teams and partners. More than anything, we want you to know that we're here to support
you and each other--whether it's tips on how to manage a remote team or a recipe for homebrewed ginger tea, please don't hesitate to reach out. We will get
through this together.
Stay safe and healthy,
Megan + The Entire Team at Social Tribe
Supporting Each Other Through COVID-19

3. Shifting Metrics
Digital-First
Key Trends
Purpose-Driven
Content
Virtual Events Insightful Content
Influencers

4. Shifting Metrics
From an SEO standpoint,
there have been huge drops in
organic traffic for most
industries This chart >>
compares the week of March
8th to the previous week.
1
2
From a conversion rate
standpoint, there were drops in
most industries as well. Even the
financial sector, which had big
traffic booms in traffic, dropped
in conversions. See chart >>
Consumer behaviors are
shifting, but all is not lost!
Brands who pivot to meet these
shifts will see results.
Sources: Neil Patel

5. Before the COVID-19 crisis,
there were 4.7 million Americans
working from home (3.4% of the
overall population). In the past
two weeks, that number has
skyrocketed.
1 2 50% of Chinese, 31% of
Italian, 23% of Americans and
18% of UK consumers say
they’re using e-commerce
‘more frequently in the wake
of COVID-19.
Digital-First
Sources: Duct Tape Marketing | Business 2 Community| Ipsos | Fast Company
More people at home = More screen time
• Website maintenance is more important than ever. Review your site, check
load times, and update all old information. Pinpoint what is and is not
working and adjust accordingly.
• SEO is crucial. Clean up and refine your strategy to ensure your current
content is as visible as possible.
○ Best Overall SEO Tool: SEMrush
○ Best SEO Tool for End-to-End Tracking: CallRail
• As with everyone else, marketers are spending more time at home than on
the road visiting events, conferences, and clients. This means more time
spent getting to know your customer and strategizing on how to best reach
them online.

6. Events often consume 50-60% of
corporate marketing budgets. In
lieu of live events, brands are
looking to spend that money and
they are looking to do it in a new
and innovative way.
1
2
After moving an in-person event
into the virtual space in the second
week of March, ON24 saw a 37%
increase in attendees (compared to
registrations for the live event.
Virtual Events
Content Spotlight
SAP Concur hosted a Virtual Client Summit for their Administrators. The event
consisted of an informative and interactive half-day virtual experience, complete
with a digital convention center, video greetings, live keynotes, break-out
sessions, resource stations, and gamification – all with a digital agenda to give
the event that conference feel.
Even as the world begins to recover
from COVID-19, these virtual events
will not disappear. Hybrid in-person
and digital events will likely take
center stage.
3
Sources: Forbes | CMI

7. During World War II, British retailer
Marks & Spencer made ration
clothing for the British public. They
stepped up during a time of crisis
and were widely admired for their
efforts during the 60s and 70s.
1
2
3
Consumers are looking for brands
who will make a difference in an
authentic way. They don’t want
your “we’re here for you” emails.
They want to know what your
brand is doing to help and that
you’re doing it for the right reasons.
Purpose-Driven Content
Consumer feel helpless in times of
crisis. Brands that can help
consumer feel helpful will go a long
way in fostering customer
relationships.
“
”
An Insider’s View
The intelligent brands [in a global crisis], the competitive brands, are the ones that
realise they need to activate their purpose now… They need to communicate
effectively and be authentic. In the long term they will gain… The problem with
purpose is that you have to get it right. Because otherwise you will be accused of
piggybacking, or a kind of purpose-washing to try and promote your own brand.
– Debra Sobel, Verity
Sources: HBS | MarketingWeek

8. As events are eliminated and people are stuck inside their homes, many marketers
are turning to digital content. As more brands make the shift to digital, more content
will flood the marketplace. Brands that stand out will be those that push past
informative content, create insightful content instead.
Insightful Content
Tips + Tricks
• As the content competition grows, the need for brands to focus on niche
content grows with it. Don’t simply add to the noise, take a step back and
consider the following…
○ What trending conversations can your brand speak to in an authentic
way?
○ What perspective can your brand bring to this conversation that’s
different from the rest of the content being created on a given topic
at a given time?
○ What content can we serve our audience that doesn’t just give
information, but provides expertise and ideas they wouldn’t
otherwise come across?
○ What conversations aren’t being had right now that are relevant to
our current audience?
○ What unique perspective can our brand bring to that conversation?

9. Social distancing is on the rise, and
influencers offer up an opportunity
for brands to serve consumers the
connection they want in these
uncertain times.
1 2
In times of crisis, people turn to social
media for guidance and comfort.
Along with trusted organizations, they
look to their favorite content creators
to help keep them informed and
entertained.
Influencers
Content Spotlight
In lieu of in-person interactions, fitness influencers are stepping up in a big way.
Bethany C. Meyers, founder of fitness app the Be.come Project, has offered a
COVID-19 relief plan to get the app into the hands of those who need it while in
quarantine or while social distancing.
And she’s not alone! Every fitness guru, from Chris Hemsworth to Leyon
Azubuike are sharing free virtual workouts for the people at home.
Sources: Traackr | Open Influence

10. Designing Virtual
Events
Good Reads / Listens
Sensitive Content
Development
Trends, Tips + Tricks
Interactive
Experiences
Tools We’re Loving
Happy Place

11. A Complete Experience
Virtual events don’t have to be as simple as a webinar or live
stream, you can bring entire conferences to life on digital.
A Content Opportunity
The best part about a virtual event? You’ve got a captive audience
that’s already at their computer and ready to receive content.
Virtual Networking?
Networking is one of the most valuable aspects of conferencing,
but is it possible to bring it to life in a virtual environment and in a
way that doesn’t feel...awkward?
Don’t Forget the Fun Stuff.
Events and conferences aren’t only about learning opportunities.
People like to see swag and interactive games, and that isn’t changing
just because events are going virtual.
Virtual events can include everything from a virtual exhibit hall and
live keynotes with a combination of session tracks, on-demand
sessions, resources, and virtual exhibit halls.
Virtual audiences are even more poised to receive content than
in-person ones. Make sure you’re integrating a variety of CTAs,
downloads, and resources for your virtual audience.
To decrease digital networking weirdness, create virtual rooms
where people can go to chat. Set up a schedule for a variety of
topics to be discussed at specific times.
Give attendees the option to submit their info to receive swag in
the mail. Incorporate games throughout your event to keep
things fun.
Designing Virtual Events
Additional Tips
Consider short event days. A captive, at-home audience isn’t likely to last
beyond a few hours.Keep every element interactive. It can be more difficult to
keep remote attendees engaged. Incorporate Q+As, games, and audience
participation throughout.

12. Interactive Experiences
• Can’t design a complete live
virtual conference? Try an
interactive experience instead,
incorporating session videos,
interactive questions, and free
content for attendees.
• No expo hall? No problem. Curate
program demos and feature them
within an interactive experience
instead.
• Attending a virtual event, but
don’t know how to make the
most of it on social? Consider
creating a content hub for insights
coming out of the event.
Incorporate influencer videos and
posts from the event for
maximum impact.
• Try hosting an interview series
from the comfort of your home. If
it’s good enough for Jimmy
Fallon, it could be worth trying for
your brand.
• The classics are classic for a
reason. If you’re looking to
educate your audience in an
engaging way, you can’t go
wrong with an interactive
infographic or Ebook.
• Take it a step further with an
interactive quiz or journey. Just
because consumers are at home,
doesn’t mean brands can’t take
them places
77% of marketers agree that
interactive content can have
reusable value, resulting in repeat
visitors and multiple exposures
91% of B2B buyers say they prefer
interactive and visual content to static
content.
Interactive content generates
conversions 2x higher than
passive content and 4-5x more
page views.
Virtual Experiences Content Hub Interactive Asset
Sources: Popcomms | Vertical Measures| SF Mag

13. Sensitive Content Development
In the wake of COVID-19, the landscape of digital marketing is
changing even faster than usual. As the Coronavirus continues
to dominate news coverage, it’s never been more important to
understand your audience: their attitudes, their concerns, and
their fears.
With rising uncertainty over what the future has in store for us
all, one wrong move on social media could send your brand in
a downwards spiral. Fast. Engaging in tone-deaf messaging or
insensitive content is a surefire way to lose trust and devalue
your presence online. Remember, now is the time to empathize
with consumers, not sell to them.
Sources: Social Tribe | Business 2 Community | KLAVIYO
Dos and Don’ts
Do cease all non-essential press releases and
launches.
Don’t talk about vacation or travel.
Do proactively communicate any disruptions in product
delivery or services that may occur as a result of the
virus.
Don’t capitalize on the crisis as if it’s a marketing
“opportunity.”
Do find a balance between saying too much about the
pandemic, and saying nothing at all.
Don’t settle into a strategy. Things are changing
everyday and brands must be vigilant.
Do look for opportunities to make a difference for your
consumers and the world at large.

14. What Can Brands Do If the Coronavirus Crisis Drags On for Months?
Big Tech Could Emerge From Coronavirus Crisis Stronger Than Ever
The New and Future Reality of Virtual Events
Content Shifts in the Wake of a Pandemic: What COVID-19 Means for Your Brand
Marketing Trends and Effects from COVID-19
Marketing in the time of Covid-19
Rise Up in Google SERPs With the Right SEO Website Content
Good Reads / Listens

15. Ubersuggest
Ubersuggest shows you how to win the game of SEO. Neil Patel
has opened up the keyword ideas report and historical keyword
data to help brands struggling during the pandemic.
Giphy Capture
A super simple way to create GIFs on your Mac. Free, and easy
enough for everyone to use.
FlowMapp Personas
Create customer personas to guide your product development and
marketing efforts.
Popsters
Popsters is a Social Media Content Analytics Tool that allows you
to analyze any pages you want across 12 social media platforms.
Tools We're Loving

16. Stella’s Best Leaf Jumps of All Time
Stella loves nothing more than jumping into enormous piles of leaves and we love nothing more than watching her! Give this a look
and try not to smile… we dare you.
Shelters Across The Country Are Running Out Of Dogs And Cats Because Folks Want To Foster A Furry Friend Now More Than Ever
While the country struggles to manage the coronavirus outbreak and folks are stuck at home, people are figuring out what a lot of us
already know—animals are great company.
Remote Ballet Lessons Get an Unexpected Guest
This ballet teacher, like many of us, is adapting to that WFH life. Thankfully, certain somebody is adapting to the new way of things.
Enjoy!
Drifting Off With Gratitude
Having trouble falling asleep in light of everything going on? We can personally recommend this selection from the Calm app. It’ll
have you sleeping with a heart full of gratitude in no time.
Easy Artisan French Bread
If you’ve ever tried breadmaking, then you know that the dough can generally sense your fear. But this one’s different. This super
simple recipe calls for 6 pantry staples and 10 minutes of active time. So, if you feel like taking a break from everything and indulging
in a new (and delicious) skill, give this a try.
Happy Place
Phew! Are you tired of talking about COVID-19 every minute of every day? So are we! Take a moment to step away from the pandemic
and enjoy the following...

17. THANK YOU