THE NEW SOCIAL LIFE

CW 21 AGENDA

01 02 03

HERE WE ARE HOW SOCIAL IS GET CONNECTED SHAPING SOCIETY

2 01

HERE WE ARE

3 GERMANY IS IN AN ADVANCED PHASE OF THE PANDEMIC AND TAKES ACTION FOR RE-OPENING IN CONSECUTIVE STEPS

Number of active Covid-19 cases, Germany Italy UK

indexed at total population

12.04. 18.04. 01.03. 03.03. 05.03. 07.03. 09.03. 11.03. 13.03. 15.03. 17.03. 19.03. 21.03. 23.03. 25.03. 27.03. 29.03. 31.03. 02.04. 04.04. 06.04. 08.04. 10.04. 14.04. 16.04. 20.04. 22.04. 24.04. 26.04. 28.04. 30.04. 02.05. 04.05. 06.05. 08.05. 10.05. 12.05.

Germany Lockdown Re-Open 1 Re-Open 2

Source: Worldometers.info, own calculations 4 PROGRESS OF RE-OPENING IS CONFUSING AS IT IS UNDER THE AUTHORITY OF THE 16 FEDERAL STATES

STILL IN FORCE RE-OPENING The process of re-opening is delegated back from the central government to the 16 federals states, where it belongs to by law. Social distancing 1.5 m Schools

Every state has a different time schedule and Mask requirement Playgrounds different actions taken.

If new Covid-19 infections reach a level of 50 No major events Restaurants per 100,000 inhabitants within one week on district level, local lockdown actions have to Local tourism be re-installed. Meeting people

Small events

Local sports

Divine services

Source: Robert Koch-Institut, COVID-19-Dashboard, status as of May 8, 2020 5 THE MAJORITY PREFERS TO BE CAUTIOUS AND PATIENT BUT POPULATION IS DIVIDED AND OPINIONS CHANGE FAST

The split is seen also in other areas of life Corona Restrictions Continuation of Bundesliga season like attitudes towards the continuation of the Bundesliga season 56% 56% 54% 50%

41% 40% 36% 31% Maintain restrictions Wrong Ease up on restrictions Right n/a n/a 14% 13%

5% 4%

May 4-5 May 12-13 May 4-5 May 12-13

Source: ARD Deutschlandtrend 2020, eligible voter 6 REGIONAL REGULATIONS POLARIZE THE POPULATION AND WILL LEAD TO FURTHER DISCUSSIONS

Accuracy that federal states have different ways of easing corona regulations

53% 45%

2%

Accurate Not accurate n/a

Source: ZDF Politbarometer, May 5-7, 2020, eligible voter 7 GERMANY IS ON THE ROAD AGAIN GROCERIES ARE ALREADY ON A “NORMAL” LEVEL

60%

Visits of different locations: Parks 40% Change versus pre Covid10 period • Local parks, public gardens • Plazas CW 13 (March 23-29) marked the low point 20% Residential for OOH activities Grocery + Pharmacy • Grocery markets, food Currently people are most cautious 0% warehouses when it comes to public transport • Drug stores, pharmacies Workplaces -20% Retail + Recreation • Restaurants, cafes • Shopping centres -40% • Museums, cinemas

Transit stations • Subway, bus, train -60% stations

-80% 8 9 10 11 12 13 14 15 16 17 18 19

CW 2020

Source: Google Covid19 Mobility Report, 2020, data for Germany, baseline is the median value during the 5-week period Jan 3–Feb 6, 2020. PEOPLE FEEL NOT SO MUCH PERSONALLY AFFECTED BY SOCIAL CRISIS THE FEELINGS ABOUT THE OWN ECONOMY ARE STILL ON A 20 YEARS MAXIMUM

Evaluation as „good“ Personal Economy German Economy

90% 09/11 Lehman Corona 80%

70%

60%

50%

40%

30%

20%

10%

0%

14.03.08 11.12.09 25.11.11 13.09.13 11.09.15 18.05.18 21.01.00 23.06.00 17.11.00 06.04.01 14.09.01 22.02.02 26.07.02 18.10.02 21.02.03 16.05.03 12.09.03 12.12.03 02.04.04 09.07.04 29.10.04 28.01.05 27.05.05 05.08.05 09.09.05 11.11.05 17.02.06 16.06.06 13.10.06 12.01.07 20.04.07 17.08.07 23.11.07 13.06.08 24.10.08 30.01.09 08.05.09 07.08.09 18.09.09 26.03.10 16.07.10 22.10.10 28.01.11 06.05.11 09.09.11 09.03.12 13.07.12 26.10.12 25.01.13 26.04.13 02.08.13 13.12.13 28.03.14 18.07.14 24.10.14 30.01.15 22.05.15 27.11.15 08.04.16 23.09.16 17.02.17 07.07.17 08.12.17 19.10.18 15.03.19 09.08.19 16.01.20 24.04.20

Source: Forschungsgruppe Wahlen: Politbarometer, eligible voter 9 PRIVATE CONSUMPTION BECOMES A PILLAR IN TIMES OF CRISIS BRANDS CAN DRIVE DEMAND AND EXPLOIT THAT OPPORTUNITY

Share of private consumption expenditure at GDP 58%

56%

54%

52%

50%

48% Financial crisis 46%

44%

42%

40% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Source: Destatis, adjusted for calendar and seasonal effects, own calculations 10 02

HOW SOCIAL IS SHAPING SOCIETY

11 PEOPLE RELY ON MAIN SOCIAL SERVICES IN TIMES OF CRISIS JOB-RELATED NETWORKS ARE LESS IN FOCUS

Change in usage due to the Corona crisis WhatsApp 39% 88% 18% 73% 15% 58% Blogs, forums 2% 48% 5% 45% 5% 42% Reach LinkedIn 0% 37% Use more*

Xing -2% 36%

Snapchat 4% 34%

Twitch 2% 30%

TikTok 5% 29%

Houseparty -3% 27%

*Use more: Net score of „use more“ and „use less“ 12 Source: Mindshare survey, May 8-11, 2020, internet users 18-64 OLDER AGE BREAKS ARE MORE SELECTIVE IN WHILE THE YOUNG TRY EVERYTHING

48% 18-29 41% Used more* due to the Corona crisis by age 21% 18% 18% 13% 13% 10% 5% 4% 3% 0%

WhatsApp Instagram Facebook TikTok Twitch Pinterest Twitter Blogs/forums LinkedIn Houseparty Xing

30-49 41%

23% 13% 3% 6% 4% 3% 0%

-1% -1% -4% -2% WhatsApp Instagram Snapchat Facebook TikTok Twitch Pinterest Twitter Blogs/forums LinkedIn Houseparty Xing

50-64 29%

11% 1% 1%

-2% -1% 0% -3% -4% -3% -5% -4%

WhatsApp Instagram Snapchat Facebook TikTok Twitch Pinterest Twitter Blogs/forums LinkedIn Houseparty Xing

*Use more: Net score of „use more“ and „use less“ 13 Source: Mindshare survey, May 8-11, 2020, internet users 18-64 ALSO ON SOCIAL NETWORKS INFORMATION PLAYS A MAJOR ROLE IT’S ABOUT HANDLING THE CRISIS AND EXCHANGE OF INFORMATION

Reasons for current usage of social media I can stay in touch with friends, family members 78%

I get a lot of information about the Corona crisis 68% I can exchange information with 67% others about the current situation I find useful hints and tips on how 64% to deal with the current situation

I use it for distraction 64% Connection I look around how others 61% 43% manage the current situation Information Entertainment Use it to get inspired 55% …say, brands should prevent the dissemination of false information. I won't feel so alone anymore 50% I support or pursue initiatives/groups that 43% provide assistance in the Corona crisis

I follow live events such as concerts or readings 38%

I meet with friends for digital meetings or parties 38%

Source: Mindshare survey, May 8-11, 2020, internet users 18-64 14 ALL AGE BREAKS USE SOCIAL MEDIA FOR CONNECTION AND INFORMATION YOUNG ALSO WANT FUN

Reasons for current usage of social media I can stay in touch with friends, family members by age I get a lot of information about the Corona crisis I use it for distraction

84% 78% 77% 75% 71% 69% 63% 64% 55%

18-29 30-49 50-64

Source: Mindshare survey, May 8-11, 2020, internet users 18-64 15 PUBLIC AUTHORITIES INFORM ON SOCIAL CHANNELS BUT THERE IS MORE …

The German Federal Government informs on

• Facebook

• Instagram

• Twitter

• YouTube USING COVID-19 AS A COMMUNICATION HOOK IS STRONGLY DEPENDENT ON CATEGORY

Advertisers running 57% ads on Facebook with explicit reference to COVID crisis, April 20-27, Global 43%

17% 13% 13% 3%

Consumer Retail Financial Services Auto Utlilities Ecommerce Packaged Goods

Source: Facebook COVID Live seminar PEOPLE ARE KEEN TO DISCOVER NEW THINGS AND LEARN FROM EACH OTHER

Volume of Instagram public post interactions containing stated words: Index vs. average for the period

Source: Facebook COVID Live seminar SOCIAL LIFE SHIFTS TO DIGITAL AND WILL STAY THERE TO SOME DEGREE

Global interactions with Live Posts on Facebook & Instagram grew strongly across the month of March.

This suggest that people are looking to replace their real life connections with other people, artists & brands with a digital

Source: Facebook COVID Live seminar AFTER DISRUPTION FOLLOWS A NEW NORMAL THAT INTEGRATES DIGITAL INTO EVERYDAY LIFE

120.000 Houseparty: Daily active users of android app 100.000

80.000

60.000

40.000 New Normal (?)

20.000 Disruption Announcement of lockdown of restaurants, bars, cinemas etc. 1st re-openings

0

26.02.20 01.03.20 01.01.20 05.01.20 09.01.20 13.01.20 17.01.20 21.01.20 25.01.20 29.01.20 02.02.20 06.02.20 10.02.20 14.02.20 18.02.20 22.02.20 05.03.20 09.03.20 13.03.20 17.03.20 21.03.20 25.03.20 29.03.20 02.04.20 06.04.20 10.04.20 14.04.20 18.04.20 22.04.20 26.04.20 30.04.20 04.05.20 08.05.20 12.05.20

Source: Similar Web 03

GET CONNECTED

21 THE COVID TRANSITION PHASE IS CHANGING CONSUMER NEEDS & BEHAVIORS

PEOPLE ARE DONE LIFE HAS MOVED ONLINE, BRANDS CAN MAKE A WITH THE CRISIS CONNECTION IS KEY DIFFERENCE

Social media usage has increased, where During the lockdown, consumer behavior Online audiences are looking to be people are looking for relief & connections patterns have changed, with people spending entertained, informed & guided, on an online, but also for tips to deal with the more time talking online & watching live increasing number of different platforms situation entertainment

Whilst still relevant for information gathering, With audience attendance at mass sports, This opens up opportunities for brands who people are started to talk less about COVID music and cultural events likely to be limited can facilitate the needs of audiences & are more motivated to pick-up for the next months, we can expect this their ‘normal’ lives behavior to stabilise THIS PROVIDES OPPORTUNITIES FOR AGILE BRANDS LOOKING TO CONNECT

Explore all the ways that your brand can connect with online audiences looking for relief of boredom, entertainment & information online

All platforms are currently developing tools to facilitate interactions, and the opportunities to connect with different niche audiences are endless

Use the key traits & visual style of your brand in order to connect to offline activities

Deliver on what you’re good at. If it’s delight, dial that up. Confidence, certainty, truth, and action are all at a premium in today’s climate USING THE POWER OF THE SOCIAL FOR GOOD

On March 28th, streaming platform Twitch used its platform & streamers to organize a 12hr livestream called Stream Aid; an on-going livestream of artists, celebrities & platform streamers provided entertainment for the community & urged viewers to donate to the WHO COVID-19 Solidarity Response

Later in April, the WHO & advocacy group Global Citizen took the online event game to the next level with a benefit concert on April 18th that was broadcasted across all major streaming services

With performances by Lizzo, Billie Eilish, and Elton John, the event raised over $127M. MORE PLATFORMS ARE UPDATING SERVICES TO ENABLE USERS & WORK MORE SEAMLESSLY

Platforms are adapting their services in order to accommodate new user behavior, and to help users monetize their platform presence.

Facebook Events can now be created to be ‘online only’, with hosts being able to broadcast live and charge their guests for access. This opens up opportunities for brands & artists to use the existing infrastructure in new ways.

Facebook Live now also features a ‘With me’ functionality, which enables live streamers to invite others to go live together. Brands could use this feature to co-promote messages with one of their influencers

Source: Facebook https://about.fb.com/news/2020/04/introducing-messenger-rooms/ CASE STUDY #1 LANGNESE SPREADS HAPPINESS THROUGH #BETTERTOGETHER

During the COVID-19 crisis, Langnese stepped up to create little moments of happiness for those still working in critical fields such as hospitals, firefighters, elderly care workers & the police. Through Facebook & Instagram ads, influencers & PR, consumers were urged to nominate hardworking teams in need of some happiness, in order for them to get some well-deserved Langenese ice cream delivered to their work locations. After delivery, the experiences from lucky receivers were amplified through the social accounts.

RESULTS: Through social, Langnese was able to reach millions of ice cream fans, received 2.300 applications & distributed over 190.000 pieces of ice cream to date! With more than 1.8M social post engagements and above average ad-recall lift of 7.5%, the activity has been a big success to date, spreading happiness to those who earned it most!

Source: Unilever Germany, Instagram.com/Langnese_offiziell CASE STUDY #2 PLAYMOBIL #EVERYDAYHEROES #WEARAMASK

During the COVID-19 crisis Playmobil served it’s community by using their iconic figurines to educate the audience about the risks of the virus through a range of Instagram photo, video and story posts.

Additionally, they offered custom facemasks to be purchased off their website, in addition to setting up a charity auction to help those impacted by the situation.

Takeaway: Playmobil served their community & strengthened their brand perception by using their iconic brand & characters on Instagram social posts, by entertaining, informing & actively helping their audience.

Instagram posts inform and inspire Website invites people to Offering custom mouth and the Playmobil audience participate in charity auction nose masks for customers Source: Instagram.com/Playmobil CASE STUDY #3 AUSTRIAN AIRLINES

Although the airline industry is amongst the heaviest impacted categories, Austrian Airlines has used social media presence to keep reaching out to their customer- and fanbase with inspirational, informative & entertaining content.

Through various challenges & , the have been able to keep their audience engaged with their core brand values, and are ready to re-engage again when travel returns

Takeaway: Social is a low-barrier platform to keep engaging your loyal audience, and keep communicating the core brand values that set you apart

#dontrushchallenge #weareAustrian Source: Instagram.com/AustrianAirlines THANK YOU!

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