When the whole world is focused on the same thing, we rely on social media to express ourselves and feel connected. 2020 has been the year of disruption: Climate Crisis, COVID-19, Racial Justice, #BlackLivesMatter. What can we take away from all this in a business context? And what on earth can we say on social media — as a brand — when the entire country/world is laser-focused on one hot button issue? Apparently, a lot.

3. This is me.
Global Director of Product Ecosystems, Falcon.io
Foodie, explorer, dog parent, cat servant
Father of a 6-year-old boy
@Falcon.io
#FalconEd
#growwithsocial

4. One year ago.
Unaware of what kind of year, 2020 was
shaping up to become, my family and I were
packing our whole life into boxes, preparing to
move from Roskilde, Denmark to Austin,
Texas…

5. Then COVID happened

6. Then COVID happened

7. Then COVID happened

9. Source: Statista.com

10. $AMZN ⬆ 212%
Source: Tradingview.com

11. Source: Statista.com

13. So, how do we socialize?

14. So, how do we socialize?

15. So, how do we socialize?
1.8 billion members
of Facebook Groups
TikTok was the most
downloaded app in
2020
81% of Instagram
users research
products and
services on the
platform
7,000 Tweets about TV
or movies every minute
in 2020
20 billion messages
between people
and businesses
every month.
Sources: fb.com, Instagram.com, twitter.com, appfigures.com,

16. So, how do we socialize?
30% of online buyers
claim they would
purchase directly
from Pinterest,
Facebook, Twitter,
Instagram, or
Snapchat.
Sources: fb.com, savemycent.com
64% of people would
rather message than
call or e-mail a
business.

17. So, how do we socialize?
46% of people
expect your business
to respond to social
media customer
service requests
within an hour
64% of people would
rather message than
call or e-mail a
business.
Sources: fb.com, savemycent.com, statista.com
30% of online buyers
claim they would
purchase directly
from Pinterest,
Facebook, Twitter,
Instagram, or
Snapchat.

20. …and then Covid-19 happened
First PCR SARS-CoV-2 Test
Media/Social spotlight on global scale
High increase in traffic Global demand on
Roche to provide

21. In the midst of a crisis
Misinformation on lysis
buffer circulating, in social
media triggering a
negative response.
Complexity of the test,
highly regulated industry.
Reliability quality and
safety in order to provide
accuracy.
Roche had to address
situation with accurate
and transparent
information
01 02
03 04
> 7000 posts in the first 2 hours

22. What do you think was
the response time
of Roche to address
this situation?
Within first
4 hours
Within
24 hours
Within
72 hours
Poll

23. How long it took us.
13 hours later..
What?
01 Flag the crisis
02 Assess the impact
03 Analyse information
04 Build Media statement
05 Approve by CEO/senior management
06 Release in relevant communities
Learnings
Response time needs to increase
crisis could have been avoided with
early response.
Proactive vs reactive anticipating
potential questions/concerns
Show transparency

24. What happens if you are
not in the Spotlight?

25. Be relevant without being in the spotlight
Situation Action Learnings
How can we contribute in a valuable
way? Tapping into our science
community
Fake News
Lack of factual information
Opportunity for experts
to provide insights
Be aware of social topics of
interest
Only speak with relevance
Adding value beyond own
benefits but keep within
your expertise

26. Increase in social activity
Within the spotlight, contributing to the global conversation
Follower Growth 2020
1736%
Roche 2019: 781
Roche 2020: 14 336
47%
Roche 2019: 1 467 679
Roche 2020: 2 153 689
16%
Roche 2019: 198 582
Roche 2020: 229469
51%
Roche 2019: 19 600
Roche 2020: 29 500
233%
Roche 2019: 9 154
Roche 2020: 30 452
Facebook LinkedIn Twitter YouTube
Instagram
Channel

27. Improvements based on experiences
Increase social
listening activities
Trend analysis Audience research

28. Zooming out, what did we learn?
Key Learnings
Response time is key, show
transparency & be proactive
Only speak if its
meaningful/ relevant,
contribute by adding value
beyond yourself
Constantly check in with
your environment

29. Doing now what patients need
next

30. Poll
Q: Has your business seen an increase in
social media activity during 2020?

31. Q&A
@Falcon.io
#FalconEd
#growwithsocial