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#BostonStrong

It's about the behavior enabled by social media and how we still have a lot to learn about being a community that lives, breathes, watches, shares and does just about everything including listening to police scanners ' online.

Being a Bostonian and living through last week's events has made me reflect on a lot. My deepest condolences go out to those who have a suffered loss or injury. And, when it hits 'home,' it really does. No longer are there 6 degrees of separation, everyone knows someone who has been affected.  And, throughout this experience, our city has shown an un-surmounted pride that reigned strong throughout the airwaves, digital or not. But, what's got me is that this 'always on' movement of social, content and communities is bigger than any of us can even imagine ' and it came to light last week.

Social Media is a Game Changer

Social media, especially Twitter, has completely changed the game. Sure, there is the issue of speed vs. accuracy in the race to 'be the first' to break news, but we aren't even skimming the surface here. Friends were alerted about the marathon explosions seconds after they happened, so they could get off their bus; loved ones used social to alert others they were safe in the absence of cell coverage; and words of encouragement, pride and support were shared near and far. But, what you didn't read in your social channels was the deep-rooted fear that existed behind each in every tweet.

We will always be #BostonStrong, but social had an adverse effect as well ' building fear and anxiety as people obsessed over every detail. From fake social profiles to the real ones, to the brilliant use of social for donation solicitations, I found myself in a love/hate relationship with my social channels. Rumors spread faster than the speed of light and what made it worse was the media was now even retracting statements.

Who Controls the News?

Coverage on TV was delayed and just didn't feel as detailed as what I was seeing on Twitter and Facebook. When you have homeowners reporting live with video, photos and tweets to update the public on what was going on in their backyards, how can you wait for a generic statement from the newscasters 10 minutes later? Gunshots vs. Flash bombs, evacuations and threats ' it's crazy that I found myself 'trusting' a complete stranger that others were endorsing as being the my most accurate, up-to-date source of information online.

I also have to mention the hundreds of thousands of police scanner app downloads that occurred during the course of last weeks' events. So much sharing was happening that police asked the public to stop talking about what they were hearing in fear of jeopardizing the safety and security of their mission. It's confusing, trivial and makes me wonder if any marketing course will ever be able to put definition behind this proliferation of sharing especially when I 'found out' we took the bad guy into custody at least 5 minutes before I saw it on 'live' TV. It's hard to tell if this organized chaos will help us catch the bad guys sooner or if it will lead to riots, mass hysteria and even ultimate unraveling of our society in the near future.

The Power of Real-Time Information

Real-time information sharing enabled by social media is undeniably powerful and altering the way in which we communicate. In the case of this past week, I must say it was scary, exhilarating, and powerful'all in one.  Now, all I can do is hope that by the time my daughter is my age, we've figured out a way to use its powers for nothing but good. Until then, put your seat belts on. The way we are living our lives is changing before our eyes and screens, as we know it.

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In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for May 2022. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month.   May 2022 Overview Looking through the top searched phrases in May 2022, it is difficult not to fixate on the topics that may upset our safety.  From the JIF Peanut Butter recall to the outbreak of Monkeypox to the Cryptocurrency crashes, there were many top queries where information was needed to understand the issue and take proper courses of action.   On the flip side, there are many phrases that reinforce our desire to learn more about events.  The Met Gala was a top queried topic for two days in a row to start off the month. Two horse races and two car races also made the daily top 3 in May - another sign that these annual events are reestablishing their hold on our attention like they did before the pandemic. Lastly, we cannot ignore that the tragic mass shooting events in both Buffalo and Uvalde, TX drove people to Google to learn more. Both events claimed the top queried phrases on the days they occurred and we’ll analyze what Google Trends reported on May 14th and 24th.   Five Wonderful Holidays In Month Number 5 Holidays always propel search volume from users seeking more information about the day.  Here are the top 5 from May: May the 4th be with you - 5/3/2022 - 500,000+ queries Cinco de Mayo - 5/4/2022 - 2,000,000+ queries Mother's Day - 5/7/2022 - 10,000,000+ queries Happy Mother's Day - 5/8/2022 - 2,000,000+ queries Memorial Day - 5/29/2022 - 10,000,000+ queries  The unofficial Star Wars day starts the list on the 4th, even though Trends reported it on the 3rd.  Mother’s Day gets two appearances on our list. The one on the 7th was driven by clicks to a Google Doodle. Memorial Day finished off the month with a Doodle of its own. The team dug a little deeper into Cinco de Mayo since it also made the list.  Here’s the chart of search interest into this holiday over the last 5 years: With a dip in popularity in 2019, the topic has seen increasing search volume since then. AMP Agency wrote a blog post about Recalibrating Cinco de Mayo with information about the holiday and how we as marketers can promote celebrating the holiday responsibly.  This notion may be driving some increased search interest in the holiday as people seek more information about it.   Top Queried Video Entertainment It was a low month for the number of film titles or TV shows making the daily top 3 in May 2022.  Here are the three queries that made it. Dr Strange - 5/5/2022 - 2,000,000+ queries Stranger Things season 4 - 5/26/2022 - 2,000,000+ queries Fantastic Beasts - 5/30/2022 - 200,000+ queries The latest installment of the Marvel movie franchise was released near the beginning of the month. We don’t think Dr. Strange will be the subject of the biggest money making film of the summer.  That honor, we predict, will go to Thor. Check out this prediction and more in our Summer 2022 Trends report. The long awaited Stranger Things Season 4 debuted on May 27th and Fantastic Beasts: The Secrets of Dumbledore started streaming on the 30th.   Met Gala After a cancellation in 2020 and a delayed to September event last year, The Met Gala returned to its typical May timeframe and drove users to see the latest in haute couture. Met Gala 2022 - 5/1/2022 - 1,000,000+ queries Met Gala 2022 - 5/2/2022 - 5,000,000+ queries Comparing the daily query numbers to years past, the 5 million plus reported on May 2nd is the largest of the past 4 years.  This event’s popularity has hit a new high if we use search volume as our measure.   News Items Since there were a large number of queries for news items, we decided to include this list in our report for May 2022. Buffalo - 5/14/2022 - 2,000,000+ queries Shooting - 5/14/2022 - 500,000+ queries Monkeypox - 5/18/2022 - 2,000,000+ queries Texas school shooting - 5/24/2022 - 10,000,000+ queries News - 5/24/2022 - 2,000,000+ queries Mona Lisa - 5/30/2022 - 200,000+ queries Johnny Depp Verdict - 5/31/2022 - 5,000,000+ queries Looking at this list, the majority of the topics are horrific.  Note that the same day of the Robb Elementary School shooting, the second most queried phrase was “News”.  We are not sure if that is an accurate query report or a glitch in the Daily Trends reporting but we present the data as we recorded it. There was an attempt to vandalize The Mona Lisa painting on the 30th and the verdict of the Johnny Depp/Amber Heard trial was handed down on the 31st.   Keywords Related to US Politics Along with News Items, topics aligned to the world of US Politics were also a popular category of queries: Roe v. Wade - 5/2/2022 - 5,000,000+ queries J. D. Vance - 5/3/2022 - 500,000+ queries Jen Psaki - 5/5/2022 - 500,000+ queries Pennsylvania primary - 5/17/2022 - 1,000,000+ queries Madison Cawthorn - 5/17/2022 - 1,000,000+ queries Beto O'Rourke - 5/24/2022 - 1,000,000+ queries The keyword with the most search volume of this list is Roe v. Wade, which was queried because of a leaked draft opinion that suggests the court will overturn the 1973 decision. It is reported that a decision will be made in June 2022 so we will report on what Google Trends published in our next report.   Crypto Collapse We can mark May 2022 as a month where the value of cryptocurrency took a tumble. Luna crypto - 5/10/2022 - 200,000+ queries Coinbase - 5/10/2022 - 200,000+ queries Bitcoin - 5/11/2022 - 500,000+ queries Each of these phrases is related to a drop in the value of these coins/companies.  We will continue to monitor the trends related to this subject in the months ahead.   NBA Playoffs and Finals The NBA playoffs has been a hot topic throughout the month of May 2022.  Here we present only the phrases that received 1 million queries or more that are NBA related - there are 19 of them: Warriors vs Grizzlies - 5/1/2022 - 1,000,000+ queries Celtics - 5/9/2022 - 1,000,000+ queries Warriors - 5/9/2022 - 1,000,000+ queries Warriors - 5/11/2022 - 1,000,000+ queries Miami Heat - 5/12/2022 - 1,000,000+ queries Celtics - 5/13/2022 - 2,000,000+ queries Warriors - 5/13/2022 - 1,000,000+ queries Suns - 5/15/2022 - 2,000,000+ queries Celtics - 5/15/2022 - 2,000,000+ queries Celtics - 5/17/2022 - 2,000,000+ queries Dallas Mavericks - 5/18/2022 - 1,000,000+ queries Celtics - 5/19/2022 - 1,000,000+ queries Celtics - 5/21/2022 - 1,000,000+ queries Warriors - 5/22/2022 - 1,000,000+ queries Celtics - 5/23/2022 - 1,000,000+ queries Celtics - 5/25/2022 - 1,000,000+ queries Warriors - 5/26/2022 - 2,000,000+ queries Celtics - 5/27/2022 - 1,000,000+ queries Celtics - 5/29/2022 - 2,000,000+ queries Trying to stay objective here, but as Celtics fans, we’re totally caught up in the search interest of this topic this year.   What We Call Soccer What the rest of the world calls football is popular here in the States, at least from a search perspective. Real Madrid vs Man City - 5/4/2022 - 1,000,000+ queries Liverpool - 5/14/2022 - 500,000+ queries Liverpool - 5/22/2022 - 500,000+ queries Champions League - 5/27/2022 - 2,000,000+ queries Argentina vs Italy - 5/31/2022 - 500,000+ queries Since the World Cup is scheduled for November of this year, we predict that month will be filled with football-related queries. You have been warned.   Horse Racing With in-person sports events back to full capacity, the query volumes for the famous horse races in May have recovered: Kentucky Derby 2022 - 5/6/2022 - 5,000,000+ queries Kentucky Derby 2022 horses - 5/6/2022 - 500,000+ queries Preakness 2022 - 5/20/2022 - 1,000,000+ queries We found it interesting that there was a specific keyword about the horses in this year’s Kentucky Derby. Then again, with online gambling becoming legal in more states, this instance may not be so surprising.   Car Racing Not just horses but also cars, racing was popular in May 2022. Miami Grand Prix - 5/8/2022 - 200,000+ queries Indy 500 - 5/28/2022 - 1,000,000+ queries The Formula One Miami Grand Prix had its debut and the Indy 500 had its 106th running this year.  Again, with people back in the stands, these events have regained their search popularity.   Odds & Ends Finally - we present this category of phrases that we felt were worth showcasing in our report but didn’t fit nicely into an established category: Jif peanut butter recall - 5/21/2022 - 1,000,000+ queries Most times, we are excited to see food related queries make the daily top 3 in Google Trends. Um, not this month. Lunar eclipse - 5/15/2022 - 2,000,000+ queries The Lunar eclipse spurred people to seek more information about the astronomical event. ATOLL - 5/29/2022 - 500,000+ queries We weren’t sure what to make of this query when we saw it on Google Trends but with some investigation, we found that this word was the solution to Wordle 345.  We guess that people hadn’t seen that word before and didn’t know what it meant (a ring-shaped island). We think it is fitting to end this report of the 5th month of 2022 with a 5 letter word.  Wait a minute - how did we end April 2022? Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.

If you’re curious, the “How Might We…” (HMW) framework for creative problem solving originates back to the work of Sidney J. Parnes, Ph.D, in his Creative Behavior Guidebook published in 1967. Dr. Parnes referred to the framework as “Invitation Stems” or “How Mights”. Dr. Parnes' work also led to the additional questions of “How might I?”, “How might you?”, “How might our team?”, and “How might our customers?”. Today, HMW remains one of the most powerful tools for kicking off a process of “challenge mapping.” “How might we…” is the kind of question that lacks hard requirements at first and can feel unanswerable. However, if you get the right people engaged, the answers that surface will lead to progress.    How does AmpXD tackle HMW Questions? We start by making sure that the whole team understands the question and starts on common footing. Some follow up questions may be necessary. Have we answered an HMW question like this for other clients or internally at AMP?  Can we rely on past experience or will the answer require us to build from scratch?  What perspectives will be required to generate the right answer? Engineering? Design? Content? Business objectives? Next, we assemble the team. The best HMW teams represent all who stand to benefit from the answer as well as those who could help us get there. They are a cross section of the organization as well as users, customers, and subject matter experts. Whether you use an agency like AMP or decide to go it alone, there are a few key attributes that each team member must have. Each team member needs to be open, have broad and relevant expertise, and be fearless about sharing ideas and opinions in public.  The last consideration for a successful outcome is access. The team will need access to: One another Leadership  Information Insight into what is possible.    Now that the team is assembled, what can we expect? Answers! If you’ve done the work to fully understand the question, assemble the right team, and provide access to resources, you can expect progress. Once we have a set of answers to our HMW question, we can start to sift for the right one.  Each answer must be measured against cost and timeline estimates. If you’ve come to the right answer, everyone will know it. If you don’t find the right answer, often you’ll be left with a new, better HMW question to work with. 

  AMP Agency’s Top Trends of Summer 2022 Predictions Report   AMP Agency has published a report as a part of their Search Insights service. This report is available for download and provides audience insights to help inform your marketing and business decisions for the coming season.   AMP Agency’s VP of SEO John Krochune thinks that search interest is a strong indicator of future trends.  “My team and I dive deep into historical search query data, using a variety of tools, to uncover trends. I think this public set of audience data is being underutilized in marketing and we are publishing this report to provide a wealth of information that other sources may not provide.”   The Top Trends of Summer 2022 report has insights on 40 topics across 8 different categories including travel, fashion, and entertainment.  The data presented in the report is pulled straight from Google’s Keyword Planner (US only) and is paired with our analysis of why we think the topic will increase in popularity this summer.   Download our Summer Trends report and learn more about our hot predictions for this coming season.