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.
TRENDING CONVERSATIONS
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.You can also read
