{"id":39957,"date":"2020-04-01T09:53:46","date_gmt":"2020-04-01T07:53:46","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=39957\/"},"modified":"2022-06-15T13:59:17","modified_gmt":"2022-06-15T11:59:17","slug":"businesses-adapting-coronavirus","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2020\/04\/businesses-adapting-coronavirus\/","title":{"rendered":"How are businesses effectively adapting during Coronavirus?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">There\u2019s no doubt that the COVID-19 pandemic has changed the way businesses are operating right now.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consumer behavior is changing rapidly, and we don\u2019t know whether these are long term changes. This means that the demand for many products and services has also changed. Some businesses are trying to survive while others are seeing an increase in sales and interest.<\/span><!--more--><\/p>\n<h2><strong>How businesses can adapt during Coronavirus<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Although your business might be facing many obstacles, there are also ways to overcome them. Many of those opportunities can be realized by utilizing social media platforms or adapting your current business model to an online one. We\u2019ll be going over examples of successfully applied changes by other companies as well as the best practices that you can implement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a research company, we can use our access to resources and expertise in social media, analytics, and marketing to report on the facts. Our analytics team can prepare aggregated data to give you insight into how your audience and their interests have changed. You might be able to use this data to make changes in your business model and online marketing strategy to fit their needs and behavior at this point in time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll go over:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">the overall impact on eCommerce<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">the effects on different industries<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">how businesses can adapt with the help of social media<\/span><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-b6595d5d-3532-471f-8e6a-e35d6f792d3e\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-b6595d5d-3532-471f-8e6a-e35d6f792d3e\" class=\"hs-cta-node hs-cta-b6595d5d-3532-471f-8e6a-e35d6f792d3e\"><!-- [if lte IE 8]><\/p>\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3842881\/b6595d5d-3532-471f-8e6a-e35d6f792d3e\"><img decoding=\"async\" id=\"hs-cta-img-b6595d5d-3532-471f-8e6a-e35d6f792d3e\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3842881\/b6595d5d-3532-471f-8e6a-e35d6f792d3e.png\" alt=\"Analyze your social media performance\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(3842881, 'b6595d5d-3532-471f-8e6a-e35d6f792d3e', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<h2><strong>Facebook and Audience Interests<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Brands are trying to find out to what extent their audience demographics and target groups have changed. Knowing this crucial information can help them decide whether they should <\/span><b>increase or decrease activity and spending on Facebook<\/b><span style=\"font-weight: 400;\"> to appeal to their new audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sotrender is paying close attention to the situation and regularly monitoring behavior and attitudes of Internet users. Moreover, Google search phrases that Sotrender is monitoring have in several cases experienced changes reaching up to a few hundred percent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To further investigate the changes, we prepared the <\/span><b>Audience Interest Analysis to gain insights about consumer behaviors and interests over time<\/b><span style=\"font-weight: 400;\">. Our analysts and data scientists utilize <\/span><b>Artificial Intelligence <\/b><span style=\"font-weight: 400;\">(more specifically, Machine Learning) within the context of <\/span><b>natural language processing<\/b><span style=\"font-weight: 400;\"> (including topic modeling and sentiment analysis).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve gathered this reactive data from the following sources:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Interests and lifestyle based on Facebook API data<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Topics and phrases searched in Google<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Online reviews, comments, and user-generated content (social listening, earned media)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Brands\u2019 and influencers\u2019 activities on their own channels (owned and paid)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This contextual analysis helps us track trends and any changes about a specific brand or subject.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what we know so far about the changes in Facebook interests from 2019 up until now.<\/span><\/p>\n<div id=\"attachment_39959\" style=\"width: 669px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T134843.431.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-39959\" class=\" wp-image-39959\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T134843.431-950x555.png\" alt=\"Facebook Audience Interest change in 2020 by Sotrender\" width=\"659\" height=\"385\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T134843.431-950x555.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T134843.431-475x277.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T134843.431-768x448.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T134843.431.png 971w\" sizes=\"(max-width: 659px) 100vw, 659px\" \/><\/a><p id=\"caption-attachment-39959\" class=\"wp-caption-text\"><em>Tip: The division between some of these categories might not seem so clear, so we\u2019ll break it down. Categories are based on whether or not you\u2019ve interacted with content published by Facebook Pages that were categorized in that way. Basically, if you liked a post, an ad, or a Page by a social media company, you\u2019re probably going to be placed in the \u201cOnline\u201d category.<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">To compare our research on Facebook to website analytics, <\/span><a href=\"https:\/\/www.similarweb.com\/coronavirus\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">SimilarWeb <\/span><\/a><span style=\"font-weight: 400;\">has done a great job at tracking the changes in web traffic for March across industries. These are just a few of their findings:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">WHO has received over 252,000 visits in the last 28 days<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">eCommerce and shopping have experienced a 0.53% decrease in traffic since the past week.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Restaurants and delivery grew by 6.72% last week<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">In agreement with Sotrender\u2019s findings, travel and tourism (both accommodation and air travel) have had more than a 35% decrease in visitors<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It\u2019s worth mentioning that eCommerce related to certain B&amp;M retailers had an <\/span><a href=\"https:\/\/marketingland.com\/coronavirus-and-e-commerce-its-complicated-277480\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">8.8% increase in their conversion rates<\/span><\/a><span style=\"font-weight: 400;\"> compared to 2019. Despite the decrease in overall traffic, customers are making more online purchases.<\/span><\/p>\n<h2><strong>The eCommerce situation is complicated<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Since social distancing was implemented and many essential stores have limited working hours, customers have turned to online shopping to complete their orders.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although some stocks have fallen since the last week, other stocks have started to rise &#8211; specifically stocks in the high-tech and home fitness exercise equipment industries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what came up:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Number of orders grew across <\/span><a href=\"https:\/\/www.digitalcommerce360.com\/2020\/03\/19\/coronavirus-is-changing-shoppers-relationship-with-grocery-retailers\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">all eCommerce categories by 35.6%<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Order volume increased for grocery merchants between 12\/03 to 15\/03.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.marketwatch.com\/search?q=dks\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">MarketWatch <\/span><\/a><span style=\"font-weight: 400;\">shows us that as of 24\/03, Dick\u2019s Sporting Goods Inc. (DKS) is up (+0.72+4.23%).<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Town Sports International Holdings Inc. (<\/span><a href=\"https:\/\/www.marketwatch.com\/search?q=club\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">CLUB<\/span><\/a><span style=\"font-weight: 400;\">) is also doing well (+0.19+28.79%).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Using Google Trends, we were able to find some support that customers are making the most of eCommerce.\u00a0<\/span><\/p>\n<div id=\"attachment_39961\" style=\"width: 659px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/gym-equipment-google-trends.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-39961\" class=\" wp-image-39961\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/gym-equipment-google-trends.png\" alt=\"Growth in interest for \u201cgym equipment\u201d\" width=\"649\" height=\"432\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/gym-equipment-google-trends.png 876w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/gym-equipment-google-trends-475x316.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/gym-equipment-google-trends-768x511.png 768w\" sizes=\"(max-width: 649px) 100vw, 649px\" \/><\/a><p id=\"caption-attachment-39961\" class=\"wp-caption-text\">Growth in interest for \u201cgym equipment\u201d<\/p><\/div>\n<p>&nbsp;<\/p>\n<div id=\"attachment_39963\" style=\"width: 662px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-app-google-trends.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-39963\" class=\" wp-image-39963\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-app-google-trends.png\" alt=\"Google Trends interest in Fitness App\" width=\"652\" height=\"446\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-app-google-trends.png 870w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-app-google-trends-475x325.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-app-google-trends-768x525.png 768w\" sizes=\"(max-width: 652px) 100vw, 652px\" \/><\/a><p id=\"caption-attachment-39963\" class=\"wp-caption-text\">Interest in \u201cFitness App\u201d<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Continuing our use of Google Trends, we found that certain phrases and keywords experienced a surge in interest. For example, here\u2019s what we saw when we looked up \u201cbuy groceries online\u201d.<\/span><\/p>\n<div id=\"attachment_39965\" style=\"width: 659px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/buy-groceries-online-google-trends.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-39965\" class=\" wp-image-39965\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/buy-groceries-online-google-trends.png\" alt=\"Google Trends interest in &quot;buy groceries online&quot;\" width=\"649\" height=\"373\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/buy-groceries-online-google-trends.png 887w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/buy-groceries-online-google-trends-475x273.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/buy-groceries-online-google-trends-768x442.png 768w\" sizes=\"(max-width: 649px) 100vw, 649px\" \/><\/a><p id=\"caption-attachment-39965\" class=\"wp-caption-text\">Interest in buying groceries online<\/p><\/div>\n<p><span style=\"font-weight: 400;\">We can definitively say that some industries have piqued the interest of users worldwide. It will be interesting to see whether these trends will plateau or continue to grow in the coming weeks and potentially months.<\/span><\/p>\n<h3><strong>Rise of mobile apps<\/strong><\/h3>\n<p><a href=\"https:\/\/getcircuit.com\/route-planner\"><strong>Delivery apps<\/strong><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Aside from grocery merchants directly delivering groceries, people also rely on <\/span><a href=\"https:\/\/www.forbes.com\/sites\/lanabandoim\/2020\/03\/20\/how-food-delivery-apps-are-responding-to-the-coronavirus\/#3e7be9355dcf\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">delivery services<\/span><\/a><span style=\"font-weight: 400;\"> such as Glovo, UberEats, and more specialized apps. This suggests that the <\/span><b>food and dining industry still has opportunities to maintain sales<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-25T143212.144.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-39967 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-25T143212.144.png\" alt=\"UberEats Facebook ad for Ben &amp; Jerry's ice cream\" width=\"650\" height=\"723\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-25T143212.144.png 722w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-25T143212.144-475x528.png 475w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><span style=\"font-weight: 400;\">By the way, <\/span><a href=\"https:\/\/techcrunch.com\/2020\/03\/20\/uber-eats-uk-waives-fees-during-the-coronavirus-crisis\/\"><span style=\"font-weight: 400;\">UberEats <\/span><\/a><span style=\"font-weight: 400;\">has decided to waive delivery and activation fees until the 31st of March (though there is speculation that they might extend this). This is not only beneficial for consumers, but for the restaurants as well. They\u2019ll be able to save money, and potentially stay open for longer.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T113012.663.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-39969 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T113012.663.png\" alt=\"Catering service Facebook ad\" width=\"722\" height=\"662\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T113012.663.png 722w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-26T113012.663-475x436.png 475w\" sizes=\"(max-width: 722px) 100vw, 722px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not just delivery services that have benefited from this. Catering services are also making deliveries and drop-offs up to the customer\u2019s doorstep. Typically, the customers who used a catering service were employees or people who didn\u2019t have the time to cook regularly before coming to work. This catering service recognizes the utility and relevance of marketing their products as being accessible to those in their <\/span><b>#homeoffice<\/b><span style=\"font-weight: 400;\">. They&#8217;re also making a smart decision about the copy in the ad since it&#8217;s a <a href=\"https:\/\/www.sotrender.com\/blog\/2020\/03\/popularity-stayathome-hashtag-europe\/\" target=\"_blank\" rel=\"dofollow noopener\">trending hashtag related to #stayathome<\/a>.<\/span><\/p>\n<h3><strong>Shopping apps<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">As you\u2019ve seen the results of our research, there has been an increase in interest in luxury goods, retail sales, boutiques, and online shopping. This could suggest that we\u2019re experiencing a <\/span><b>red lipstick effect<\/b><span style=\"font-weight: 400;\"> &#8211; which means that people still want to make nonessential, miscellaneous purchases as usual. It would be an advantage to brands like Nike or Ray-Bans since they can continue their <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2019\/10\/ar-social-media-marketing\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">social media marketing with augmented reality<\/span><\/a><span style=\"font-weight: 400;\"> and their own apps. Customers can stay at home, \u201ctry on\u201d the products, and order products online.<\/span><\/p>\n<h2><strong>Industries shifting online<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Industries that used to profit from customers visiting a location (studios, spas, gyms) have now moved their services to online spaces. For example, cosmetologists have started preparing ebooks and video tutorials to show their customers how they can take care of their skin in the meantime. Nail technicians and hairstylists have even posted video tutorials on social media to improve customers\u2019 well-being in quarantine.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><b>health and fitness industry<\/b><span style=\"font-weight: 400;\"> is doing its best to mitigate the financial consequences. Although you can\u2019t visit a nearby gym or a nutritionist, health and fitness apps are starting to increase in ranking position in the App Store and Google Play. Some of the top recommended apps available are <\/span><b>Endomondo<\/b><span style=\"font-weight: 400;\">, <\/span><b>Pumatrac<\/b><span style=\"font-weight: 400;\">, and <\/span><b>calorie counters<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-at-home-fb.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-39971 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-at-home-fb-950x540.png\" alt=\"Online fitness classes on Facebook Live\" width=\"651\" height=\"370\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-at-home-fb-950x540.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-at-home-fb-475x270.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-at-home-fb-768x436.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/fitness-at-home-fb.png 1128w\" sizes=\"(max-width: 651px) 100vw, 651px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Apart from asking their fans to download fitness apps, brands are also promoting online fitness events using Facebook and Instagram Live. Some trainers have managed to set up online classes through Zoom, Instagram or Facebook Live. <\/span><b>Planet Fitness<\/b><span style=\"font-weight: 400;\"> is a popular fitness center franchise, so it isn\u2019t a surprise that they have increased the number of active ads over the last week.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-23T132147.952.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-39973 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-23T132147.952.png\" alt=\"\" width=\"483\" height=\"660\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-23T132147.952.png 483w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-23T132147.952-475x649.png 475w\" sizes=\"(max-width: 483px) 100vw, 483px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-23T132248.901.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-39975 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-23T132248.901.png\" alt=\"\" width=\"466\" height=\"641\" \/><\/a><\/p>\n<h3><strong>Music industry<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Another industry worth mentioning here is the <\/span><b>entertainment industry<\/b><span style=\"font-weight: 400;\">. When it comes to music, hundreds of thousands of people wait every year to purchase festival and concert tickets for the summertime. This year, several larger gatherings have been postponed or canceled for the foreseeable future. Luckily for techno and EDM fans, <\/span><b>their festivals have learned to adapt to using social media.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">For example, <\/span><a href=\"https:\/\/www.facebook.com\/technoinstytut\"><b>Instytut<\/b><\/a><b>, <\/b><span style=\"font-weight: 400;\">a music and art festival that takes place a few times a year in Poland,<\/span> <span style=\"font-weight: 400;\">has a very active community, both on its Facebook Page and their closed Facebook group. The organizers decided to do the best they can under the circumstances and asked DJs to perform their sets over Facebook Live for free. The online \u201crave\u201d had between 1,300 to 19,200 viewers, depending on the artist performing, and they encouraged the audience to use the hashtag <\/span><b>#instytutimhere<\/b><span style=\"font-weight: 400;\"> so they can stay \u201cseparated but together\u201d.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-24T092833.396.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-39983 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-24T092833.396-950x394.png\" alt=\"Instytut going live on their Facebook page\" width=\"648\" height=\"269\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-24T092833.396-950x394.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-24T092833.396-475x197.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-24T092833.396-768x318.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/Screenshot-2020-03-24T092833.396.png 1900w\" sizes=\"(max-width: 648px) 100vw, 648px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">We know there\u2019s more value for the customers to attend an event in person. Still, online events such as these lead to positive outcomes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fans, artists, and organizers can stay safe with social distancing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The artists are still getting exposure<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The organizers\u2019 efforts will be appreciated when they could have just called off the event altogether.<\/span><\/li>\n<\/ul>\n<h3><strong>Film industry<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/www.vox.com\/culture\/2020\/3\/10\/21173376\/coronavirus-cancel-delay-wonder-woman-olympics-cannes-disney\"><span style=\"font-weight: 400;\">film industry<\/span><\/a><span style=\"font-weight: 400;\"> has experienced similar obstacles. At this time, the Cannes Film Festival, E3, the release of Wonder Woman 1984 and Black Widow have all been delayed. As for the production itself, it seems that it will have to be put on hold for now.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Luckily, several studios have decided to release their cinematic content online. For example, some movies will have their premiere online.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/techcrunch.com\/2020\/03\/21\/lovebirds-netflix\/\"><span style=\"font-weight: 400;\">The Lovebirds<\/span><\/a><span style=\"font-weight: 400;\"> was supposed to be released in theaters by the 3rd of April, but it\u2019ll be available on Netflix from the same date. That means that there won\u2019t be a theatrical release to attend, although Warner Brothers might follow suit and stream Wonder Woman.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/morningconsult.com\/2020\/03\/11\/4-in-10-adults-more-likely-to-stream-movies-tv-due-to-coronavirus-outbreak\/\"><span style=\"font-weight: 400;\">Morning Consult<\/span><\/a><span style=\"font-weight: 400;\"> and Hollywood Reporter\u2019s poll:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">21% created an account on a streaming service and cited the outbreak as part of the reason why they chose to sign up now.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">43% are more likely to stream movies at home<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Overall, the possibility of online participation is good for accessibility. Businesses should think about incorporating this online trend beyond the quarantine period. Online and social media solutions also matter for those who can\u2019t regularly attend in person.<\/span><\/p>\n<h1><strong>Recommendations going forward<\/strong><\/h1>\n<p><span style=\"font-weight: 400;\">There is a great deal of uncertainty right now while hospitals, clinics, and pharmacies are struggling to provide medical supplies, and medical facilities are struggling to accommodate their patients. It\u2019s crucial that companies (with the means and resources) materially support health and safety services where possible.<\/span><\/p>\n<p><a href=\"https:\/\/www.businessinsider.com\/luxury-fashion-moguls-donating-to-combat-coronavirus-giorgio-armani-2020-3?IR=T#ralph-lauren-10-million-2\"><span style=\"font-weight: 400;\">High fashion brands<\/span><\/a><span style=\"font-weight: 400;\"> such as Ralph Lauren have donated 10 million USD to various charities and will be making 250,000 face masks and 25,000 hospital gowns.<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/ralph-lauren-donation.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-39985 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/ralph-lauren-donation-950x613.png\" alt=\"\" width=\"652\" height=\"421\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/ralph-lauren-donation-950x613.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/ralph-lauren-donation-475x306.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/ralph-lauren-donation-768x495.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/ralph-lauren-donation.png 1163w\" sizes=\"(max-width: 652px) 100vw, 652px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Businesses can make impacts on the situation in different ways, not just by directly donating money. The Honest Company has pledged to donate infant and personal care products to <\/span><a href=\"https:\/\/baby2baby.org\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">Baby2Baby <\/span><\/a><span style=\"font-weight: 400;\">in 2020. This organization helps families get important supplies that are otherwise hard to come by.<\/span><\/p>\n<h2><strong>Corporate social responsibility<\/strong><\/h2>\n<p><a href=\"https:\/\/adage.com\/article\/agency-news\/kantar-study-shows-consumers-expect-brands-be-helpful-during-coronavirus-pandemic\/2246361?utm_medium=social&amp;utm_source=facebook&amp;utm_term=ad%20age&amp;utm_content=8a36e662-2269-4ecf-82d0-be92b67aec14\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">Kantar\u2019s research<\/span><\/a><span style=\"font-weight: 400;\"> on consumer sentiment during the pandemic has proven to be insightful. Here are the numbers that businesses should pay attention to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>75% of respondents believe that companies shouldn\u2019t be exploiting the crisis to promote themselves<\/b><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">8% of those respondents go as far as to say companies should stop advertising completely.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">78% want companies to make sure their employees\u2019 health is taken care of<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Although some companies are still posting ads, others have been discouraged. Instead, they\u2019ve decided to engage in <\/span><b>Corporate Social Responsibility (CSR)<\/b><span style=\"font-weight: 400;\">. It would be inappropriate and tone-deaf to try to exploit the pandemic for financial gain. However, for some companies, CSR might be the only way for a company to help the community and maintain brand awareness without losing respect for unethical behavior.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In times when the future of so many businesses is uncertain, companies should focus on internal communication even more than usual. It\u2019s crucial that companies help their employees stay safe, provide support and reassurance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the end of the day, <\/span><b>how the company treats its employees and clients during this point in time will matter most.<\/b><span style=\"font-weight: 400;\"> It\u2019ll be a sort of test whether they can uphold their reputation as being socially responsible and whether their brand values translate into real, tangible actions.<\/span><\/p>\n<h2><strong>Advertising<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">As it has become impossible to organize a photoshoot or film a commercial on location,\u00a0 businesses might have to consider using animations and cartoons as a way to responsibly follow social distancing guidelines. What\u2019s more, we don\u2019t know the effect that this will have on more traditional ad spending (TV, radio) since ads are typically bought a month in advance. Therefore, we might soon witness an even larger transition from television to online in advertising.<\/span><\/p>\n<h2><strong>Adapt to your new audience<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">By now, you should see that online trends and consumer behaviors are changing. Users are spending more time on social media than ever, and are increasingly more likely to take advantage of online offers and alternatives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our final recommendation would be to <\/span><b>make use of analyses that will help you learn more about how your target demographic has changed<\/b><span style=\"font-weight: 400;\">. Since there are no solutions that will work for every brand, we recommend that you make data-driven decisions based on customized reporting tailored to your brand\u2019s needs.<\/span><\/p>\n<h3><strong>Sotrender&#8217;s Audience Interest Analysis<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Although it is possible to have social media managers analyze some of their own profiles, they might not have as much experience as analysts. Facebook Insights and Google Analytics wouldn&#8217;t provide detailed information about how your target audience&#8217;s opinions of your brand have changed. Furthermore, social media managers may lack the time or resources to analyze their profiles and brand mentions across platforms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where Sotrender comes in to quickly provide a report with all of this information. At Sotrender, we can provide aggregated data about this dynamic situation via our Audience Interest Analysis report, <strong>tailored specifically for your individual brand<\/strong>. Such a report would save your company time and allow you to focus on finding ways to implement recommendations based on these insights. Our report will allow your brand to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Monitor audience groups and see the trends have changed<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn how and where your brand\u2019s content is consumed to adjust your current online strategy<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/04\/image-42.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-40099 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/04\/image-42.png\" alt=\"\" width=\"651\" height=\"488\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/04\/image-42.png 800w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/04\/image-42-475x356.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/04\/image-42-768x576.png 768w\" sizes=\"(max-width: 651px) 100vw, 651px\" \/><\/a><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">See where and how your target audience responds to brand mentions with sentiment analysis (across platforms as well as the web)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Acquire aggregate data from Google API, Facebook and all web sites, forums, blogs, and more<\/span><\/li>\n<\/ul>\n<p><strong>If you\u2019re interested in this offer or have any questions, our Sales Team will be happy to discuss the details with you. Feel free to leave your information in the contact form and we\u2019ll get back to you!<\/strong><!-- [if lte IE 8]>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script>\n<![endif]--><br \/>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script><br \/>\n<script>\n  hbspt.forms.create({\n\tportalId: \"3842881\",\n\tformId: \"73dd070e-d9ef-4307-aba9-c628489dbba6\"\n});\n<\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s no doubt that the COVID-19 pandemic has changed the way businesses are operating right now. Consumer behavior is changing rapidly, and we don\u2019t know whether these are long term changes. This means that the demand for many products and services has also changed. Some businesses are trying to survive while others are seeing an [&hellip;]<\/p>\n","protected":false},"author":131,"featured_media":39991,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2103,2273],"tags":[893,3023,3025,3027],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How are businesses effectively adapting during Coronavirus?<\/title>\n<meta name=\"description\" content=\"Consumer behavior and interests are changing due to the outbreak. To stay relevant and avoid losses, here&#039;s how businesses can adapt during Coronavirus.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sotrender.com\/blog\/2020\/04\/businesses-adapting-coronavirus\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How are businesses effectively adapting during Coronavirus?\" \/>\n<meta property=\"og:description\" content=\"Consumer behavior and interests are changing due to the outbreak. To stay relevant and avoid losses, here&#039;s how businesses can adapt during Coronavirus.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sotrender.com\/blog\/2020\/04\/businesses-adapting-coronavirus\/\" \/>\n<meta property=\"og:site_name\" content=\"Sotrender Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Sotrender\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-01T07:53:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-15T11:59:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/dillon-shook-3iPKIXVXv_U-unsplash-950x545.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"950\" \/>\n\t<meta property=\"og:image:height\" content=\"545\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Iva Djuki\u0107\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Sotrender\" \/>\n<meta name=\"twitter:site\" content=\"@Sotrender\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Iva Djuki\u0107\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sotrender.com\/blog\/2020\/04\/businesses-adapting-coronavirus\/\",\"url\":\"https:\/\/www.sotrender.com\/blog\/2020\/04\/businesses-adapting-coronavirus\/\",\"name\":\"How are businesses effectively adapting during Coronavirus?\",\"isPartOf\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/2020\/04\/businesses-adapting-coronavirus\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/2020\/04\/businesses-adapting-coronavirus\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/03\/dillon-shook-3iPKIXVXv_U-unsplash.jpg\",\"datePublished\":\"2020-04-01T07:53:46+00:00\",\"dateModified\":\"2022-06-15T11:59:17+00:00\",\"author\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/#\/schema\/person\/80bc7a9ac23c606fcf234ecb3e8cd518\"},\"description\":\"Consumer behavior and interests are changing due to the outbreak. 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