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CONTENT FOR A NEW ERA:COVID-19v.4 04.16.20
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Brands that join consumers in
striving for an optimistic new
normal, rather than fighting to
return to the past, will win over
hearts and minds along the way.
But until we hit that horizon,
brands must find their
functional voice in a world
consumed by chaos and
tragedy.
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The Current SituationAcross the globe, COVID-19 has thrust humans into a harsh new reality. • Health concerns have eclipsed everything• Fear and anxiety are running higher than ever • Disinformation and misinformation are pervasive• Employment and sense of financial security are in a state of turmoil• Small businesses are shuttering, for good• Families are grieving over tremendous loss of life—and way of life
As a result, basic human needs are changing.And human behavior is shifting, perhaps forever.
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A closer look at the world we’re living in now
• Exponential increase in technology’s role
• Personal connection has new value
• Education has become entirely homeschooling/online learning
• Technology-disadvantaged people are becoming even more disadvantaged
• “We’re in this together” and “Do your part” campaigns show a renewed sense of civic duty and altruism
• Frontline medical personnel are (deservedly) seeing an elevated status
• New acceptance of remote work• Demand for paid sick time
• Unprecedented spike in unemployment
• Ethical behavior toward workers matters even more to consumers
• Stock market volatility reducing wealth and trust
• Greater separation between the privileged and the financially vulnerable
• Prefer online to brick-and-mortar
• Want video, livestreaming and even XR
• Crave information, diversion and hope
• Demand fast, responsive digital platforms• Expect near-instant response times
• Want contactless transactions, even for complex purchases such as cars
• Will spend on entertainment, the home and new brands
• Are dining in, trying new recipes, techniques and food products
SOCIETY WORK & ECONOMY CONSUMERS
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We’re all on a fluid emotional journey
We all share common human emotions and stories, but everyone will walk through this crisis in their own unique way. Where we stand in the emotional journey depends on factors like our location, our health and our finances.
ATTENTIVE
DRIVING FORCES OF EMOTION• Healthcare organizations• Medical authorities• News media
PRIMARY CONSUMER NEED
Seeking more information to understand the what, how and where behind the virus
Facts, not just about the virus itself, but also how to combat it through heightened health measure
• Word of mouth• Influential figures• News media
DENIALThinking that the virus is either a hoax or will be contained quickly without widespread damage
DRIVING FORCES OF EMOTION
PRIMARY CONSUMER NEEDFacts, not just about the virus itself, but also how to combat it through heightened health measure
• All
OPTIMISTIC
Feeling confident that a post-quarantine society will be vibrant and successful – in a new way
DRIVING FORCES OF EMOTION
PRIMARY CONSUMER NEEDInformation, resources and tools needed to prosper following the pandemic
ANXIOUS
Panicking about the effect the virus could have on loved ones and the country as a whole
DRIVING FORCES OF EMOTION• Friends & family• Businesses• Financial market
PRIMARY CONSUMER NEEDSecurity through global actions and comforting stories
• Public officials• Influential figures• News media
UNCERTAIN
Questioning when the pandemic will end, what comes next and how everyday life will change
DRIVING FORCES OF EMOTION
PRIMARY CONSUMER NEEDPositive distractions and motivation to push past the uncertainty
• Individuals & establishments
ACCEPTING
Adjusting to a new normal through measures such as social distancing and virtual learning
DRIVING FORCES OF EMOTION
PRIMARY CONSUMER NEEDCreative ideas that encourage a new routine for today’s environment
• Friends & family• Businesses• Communities
SUPPORTIVE
Empowering people with a sense of positivity and purpose; strengthening the economy
DRIVING FORCES OF EMOTION PRIMARY CONSUMER NEEDCreative ideas that encourage a new routine for today’s environment
We’ll move past some phases quickly, skip others altogether and potentially experience the process all over again in the future.
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emotional journey
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5 trends that will outlive the pandemic
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As we work and live in isolation, we’re growing more accustomed to our tech-enabled cocoons. We're looking at all aspects of home, cooking, fitness, wellness school, and work through this lens as we take more control of home life.• Improved wifi, video
conferencing, IoT, more accurate simulations of physical proximity
• Personalized functional food, individual & in-home exercise regimens
• Digital and remotes ways of networking and learning
We feel a deep need to connect and be part of a community. We’re doing our part to serve the greater good. We’re embracing platforms that allow us to both see and be seen.• E-sports, podcasts, or self-
produced media
• In-platform community, & content ownership
• Genre experimentation, interactivity
• Gen Z as the “community generation”
• Tech-enabled mutual aid networks, pride in local
Now that the path to purchase is increasingly digital and remote, it’s shorter than ever. Along the way, we’re thinking more about the people and supply chain that make it possible. We’re coming to expect low-/no-touch purchases and more ethical practices.
• Direct to consumer sales
• Simple and transparent messaging
• Live-stream shopping & reviews, in-shop remote customer assistance
We’ve had the opportunity to rediscover some long-neglected activities and pick up new ones. With hours to fill and minds to occupy, tasks that keep us engaged with both our present and past keep us grounded.• Homesteading, bread-baking,
home decorating and other nostalgic activities
• Lo-fi games puzzles have a new following
• Boom in digital gaming and gatherings
There’s only so much anxiety, fear, and sadness we can take. But this gives us a common experience we all relate to. Finding optimism and joy in the everyday can provide relief and act as a coping mechanism. • Monocultural moments such
as new streaming TVseries, concerts
• TikTok dance challenges, window-dressing games and more ways to participate
• New heroes and celebrities
HOME, WORK, AND SELF
EMPHASIS ON BELONGING
EVOLUTION OFSHOPPING
SLOWING DOWN
ESCAPISMAND DIVERSION
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How does content play a role? Consumer need states are changing, which means their content consumption is changing. It’s time to shift your strategy from hard-sell to value-based, providing consumers with the transparency they demand and the knowledge they need.
Speak with empathy: Be real, concise and consistent. Now is the time to live up to your brand promise.
Find your place: Seek out the right moments to let your voice be heard. Show how you’re delivering for your communities, customers and employees.
Activate your purpose: An ownable, actionable purpose serves as a North Star. Take a hard look at your strengths and how you can further improve.
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Content ArchitectureRevisit and evolve your content framework. Identify how your existing architecture can shift to accommodate
new consumer needs during COVID-19. This will shape both current and new messaging.
TACTICS Listicles, articles, social posts, email, UGC, videos, infographics, live online events, influencer or brand partnerships, fundraising
STORIESExamples: How to unpack your groceries safely; Our donations to food pantries; Home improvement projects you can do without going to the home store; Bedtime yoga with your kids; Easy home gardening; Virtual dance party
TOPICSSpecific COVID-19 responses; Health and safety measures; Philanthropy; Customer and employee support; Current lifestyle inspiration; Tips and shortcuts; Virtual entertainment; Education and learning; Emotional comfort and wellness
PILLARS Home, Self, Community, How to Shop Now, Slow-Down Projects, Escapism and Diversion
INPUTS & ASSESSMENTS Social listening, real-time news, official mandates, purchasing trends, consumer conversations, new routines
BRAND APPROACH Determine role that brand should play in consumers’ lives during COVID-19
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Doing it right
Compassionate, appropriate tone
Commitment to helping community prosper again,
appropriate imagery and tone
Demonstration of how to give back, what you
can do, too
Creative new ways to enjoy favorite activities; A reassuring human voice
Useful content that eases adjustment
Gives direction on what to do now, and in a way
that fits the brand
DENIAL ATTENTIVE ANXIOUS UNCERTAIN ACCEPTING SUPPORTIVE OPTIMISTIC
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Putting this into action
BUILD a flexible workflow1. Integrate Your Teams
ADJUST your approach1. Find The Right Voice2. Audit Existing Content3. Build Net New Content
KNOW your consumers1. Social Listening & Tools2. Segment And Target
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Social listening & toolsWith social distancing so important, more people are turning to digital channels to stay connected. During the first week of COVID-19 making headlines in the United States, social conversations doubled day-over-day.
All brands and industries should be listening to what is being said. Understanding how behaviors and perceptions are rapidly shifting will enable companies to:
• Respond to shifts in consumer mood and mindset
• Get ahead of emerging trends• Find new relevance for your product or services
• Realign your content to suit new norms and needs
• Address what’s being said about you as well as to you• Shift corporate communications strategy
KNOW your consumers1
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KNOW your consumers1
SOLUTION:Social listening support & quick-to-produce social contentAccenture immediately implemented a robust social listening program to augment the institution’s small social media team. We generated twice-daily reports about new mentions of the institution in social media. Based on these reports, we recommended creating new social media assets to address and counter the misinformation. Our recommendations leveraged already approved language from existing, live articles in order to shorten the approval cycle. We included hashtags used in the incorrect posts in order to increase the likelihood of the correct, evidence-based information being seen by the same audiences.
CHALLENGE:Combat dangerous misinformation on social mediaOur client wanted to combat the spread of misinformation about coronavirus and COVID-19, and dangerous health practices arising from incorrect information. The public was posting questions on their owned social media channels — especially about incorrect information falsely attributed to their experts that was being posted elsewhere on social media.
Accenture Case Study Large Regional Medical Community Network:
CLIENT & INTERNAL TEAM DAILY SCRUM MEETINGS
• Twice daily client scrum calls
• Twice daily internal scrum calls
• Shared content environment insights
• Access to Social Studio for community management and listening
• Shared engagement tracker for rapid response and FAQs
REAL-TIME SOCIAL LISTENING & DIGITAL COMMUNICATIONS
• Access to content library and assets
• Turn-key approvals for content development with approved templates
CONTENT DEVELOPMENT CYCLES OF 8-24 HOURS
HOW IT WORKS:
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Look to data and dynamic content for personalization.
Age, milestones and income seem to matter less now.
Here’s what matters more:
• LOCATION | Impacted by local government and businesses
• CAREERS | Impacted by status, industry and environment
• HOUSEHOLD | Impacted by people, pets and pantries
• INTERESTS | Impacted by the inability to leave the home
• BELIEFS | Impacted by politics, religion and affiliations
U.S. consumers are at different points along the emotional journey depending on the factors above. It’s critical, maybe more now than ever before, to understand what your audience is experiencing and how they want to engage – at an individual level.
This will help you diversify your messaging and lean in when consumers need you most. After all, the person in search of toilet paper needs something different than the one hoarding it all.
KNOW your consumers1
Segment and Target
Joni – Can we add an image over here?
Maybe this is where the toilet paper image goes. See the last sentence J
- GK
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AUTHENTICITY IS CRITICAL
Be real about the situation and
consistent with your brand;
audiences are very sensitive now to
anything that feels “off” or that
doesn’t at least acknowledge the current situation
BE HUMAN & HELPFUL
Be empathetic with the needs
and concerns of customers and acknowledge their anxiety about their health and finances
CONTEXT IS KEY
Provide a clear, unambiguous and precise reason for the purpose of an
outbound message and why you’re sending it to an
audience member
PULL, DON’T PUSH
Lean harder into pull marketing activities
until shelter in place/stay home
orders lift in order to avoid the perception
of opportunism; smooth paths to
purchase
Actively leverage social media to
provide updates; Repurpose existing online videos, etc.;
Use listening to stay on top of consumer conversation topics
and sentiment
BE MORE SOCIAL
Link messages to comprehensive
measures that front-line employees are taking to protect themselves and
customers
PUT SAFETY FIRST
“Set it and forget it” content doesn’t
work during this fast-changing
situation; decisions made two weeks ago
may not be appropriate today
CONSTANTLY RE-ASSESS
ADJUST your approach2
Find the right voice
CONSIDER THESE FACTORS WHEN FINDING THE RIGHT VOICE:
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Ensure that all content sends a message consistent with the current situation and brand purpose. BASED ON NEW ARCHITECTURE, ACT QUICKLY TO:
ADJUST your approach2
Audit existing content
ESTABLISH MESSAGING
AROUND COVID-19
And whether existing messages
need to change
REVIEW LIVE & ABOUT-TO-GO-LIVE CONTENT
FOR SUITABILITY
Check all elements, including imagery, videos and email
FLAG PIECES THAT MAY NEED TO BE REVISED
OR PULLED ENTIRELY
Act quickly to limit potential damage to
the brand
NOTE ANY IMPORTANT
GAPS
Are customers asking for
information you can supply?
CONSIDER ADJUSTING
CONTENT
Pieces already in development may
help fill gaps
DEVELOP NEW, RELEVANT CONTENT
Fresh pieces should reflect the changed reality
Content is just one part of the overall consumer experience. Make sure you’ve adjusted accordingly from end to end.EVALUATE YOUR CX AGAINST YOUR NEW ARCHITECTURE, TOO
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HERSHEY pulls ads with hugs & handshakes amid COVID-19 concerns
COORS LIGHT stops “Official Beer of Working Remotely” ad amid COVID-19 outbreak
KFC suspends U.K. ‘Finger Licking Good’ campaign after COVID-19 related complaints
1 2 3
Featuring direct contact or downplaying the seriousness of the situationQuick Pivots
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Adjusted existing content
https://youtu.be/t1BYSaSid-Q https://youtu.be/Xk2UtGPyGks
From physical to virtual hugs
Pre Covid-19 During Covid-19
Quick Pivots
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DEVELOP IN AN AGILE FASHION
Work efficiently and avoid
highly-produced
materials to get content in-market fast
MODEL PUBLIC HEALTH
GUIDELINES
Reflect safety tips in text & imagery,
such as social distancing
INFUSE EMPATHY&
INSPIRATION
Use messaging that offers
hope & understanding
EMBRACE LONGER-FORM
CONTENT
Capitalize on extended
attention spans with deeper
pieces
Explain policy changes that support your employees, customers & community
SHARE YOUR TRANSFORMATION
Allow greater editorial freedom
when working with partners &
influencers
LOOSEN RESTRICTIONS
Host virtual events to
provide value & a sense of
connectedness
BRING YOUR COMMUNITY
TOGETHER
Revamp FAQS & chatbots
to offer help & drive seamless
experiences
PROVIDE DIGITAL CUSTOMER
SERVICE
ADJUST your approach2
Build net new content Auditing existing content will provide an understanding of how much can be repurposed and how much needs to be developed from scratch.
CONSIDER THESE FACTORS WHEN DEVELOPING CONTENT FOR TODAY AND BEYOND:
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CLOROX models public health guidelines with how-to’s on product use
TIDE shares their transformation with content about free laundry services to front line responders
WEGMANS FOOD MARKETS uses empathy, offering low-cost meal options for financially strapped shoppers
1 2 3
New Content
HYUNDAI shares their transformation by highlighting deferred payments, click to buy options and community involvement
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BUILD a flexible workflow3
New normal, new ways of workingINTEGRATE TEAMSContent doesn’t belong to any one team. The best content results from close collaboration between client and agency, creative and strategy. Getting everyone together maximizes communication, speed, creativity and idea generation.
START WITH INSIGHTS Audience intelligence is the compass that points toward engagement. Integrate insights from social listening, trend watching and your own channel learnings so every piece of content you create is optimized from inception.
TEST, TEST, AND TEST AGAINTest your hunches—and be ready for surprises. Starting with insights creates a solid foundation, but frequent, flexible testing is the key to full optimization. Are your new themes the right ones? Is your tone hitting the mark? Testing is the best way to know what’s really resonating.
MOVE FAST (DON’T BREAK THINGS)Plan to figure some of it out on the fly. Your content team should be creating ways to be as relevant, timely and appropriate as possible. Sometimes this will mean empowering them to expedite approvals and publication.
GATHERINSIGHTS
DEVELOP IDEAS
PLAN FLEXIBLY
CREATE CONTENT
TEST & ADJUST
MEASURE &
ANALYZE
FLEXIBLE WORKFLOW
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Identify trending topics that warrant brand conversations
& suggested content
BUILD a flexible workflow3
New normal, new ways of workingAccenture Case Study for a Market-Leading Food Company
Develop and share brief, inclusive of creative concepts
and insights
Gain alignment from the client and begin asset development
Deliver R1 assets and copy
Receive feedback on R1
Deliver R2 assets and copy
Gain approval from the client and schedule
content for publishingDAILY
CONTENT CREATION PROCESS
Gain alignment from the client;
approval of rejection only
Schedule content for immediately
publishing
BY11:30AM
ET
BY1:30PM
ETBY
3:00PMET
6 DAYSPRIOR TOLAUNCH
5 DAYSPRIOR TOLAUNCH
4 DAYSPRIOR TOLAUNCH
3 DAYSPRIOR TOLAUNCH
2 DAYSPRIOR TOLAUNCH
1 DAYPRIOR TOLAUNCH
WEEKLYCONTENT
CREATION PROCESS
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WAL-MARTNew content: Agile production, infused with empathy & inspiration, demonstrating loosened restrictions
Link to Video
LOW-PRODUCTION UGC OF EMPLOYEES SINGING “LEAN ON ME” CONVEYS UNITY AND SERVICE (& TRIBUTE TO BILL WITHERS)
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Everything is changing. We are here to help. Together, we can create content for a new era.
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Marisa FuocoExecutive Creative Director & NE Communicate Creative Lead
Thank You.For more information, please contact:
Co-authors:
Ginny KurbjeweitStrategy Director Accenture Interactive
Danielle C. BlackContent DesignAccenture Interactive
Gretchen LembachContent DesignAccenture Interactive