Archives par mot-clé : marketing

Your Marketing Spend May Require Readjustment

  • by Mary C. Long
    , Columnist,

    Yesterday

Video is the buzz for marketers, with the next generation absolutely obsessed with YouTube, Facebook Live, Snapchat and everything else that’s visual and in the moment. But most
marketers are still running two steps behind, and with virtual reality and augmented reality on the horizon, those “couple of steps behind” are about to become a couple of miles.

Making the most of your promotional videos should be second nature at this point, as it’s really an industry standard. You should have mastered email 10 years ago, your website should
be on point as of 5 years ago, and today you should have video basics down. What video basics, specifically? You should know how to manage and promote a channel, as well as how to:

  • Optimize videos for SEO, timing and sound quality
  • Script videos and run A/B testing to constantly improve
  • Find, follow and take advantage of success
    competitors are having in your space
  • Create a strong call to action to bring potential clients to a lead capture page

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You’re not doing those
things? Well, get on that yesterday because you now have to start planning ahead for augmented reality.

At the Collision Conference that happened May 2 – 4 in New Orleans,
tech startups and investors were planning for the future, and many aren’t wasting their time with virtual reality, labeling it “limited” when compared to the really exciting
technology offering limitless potential, augmented reality.

What’s the difference? Cramer.com puts it
best in a piece speaking to just that:

“Virtual reality is able to bring us someplace else, through closed visors or goggles, VR blocks out the room and puts our presence
elsewhere… . Augmented reality, however, takes our current reality and adds something to it. It does not move us elsewhere. It simply « augments » our current state of presence, often with clear
visors. The real difference? Think scuba diving vs. going to the aquarium. With virtual reality, you can swim with sharks. And with
augmented reality, you can watch a shark pop out of your business card. While VR is more immersive, AR provides more freedom for the user, and more
possibilities for marketers because it does not need to be a head-mounted display.”

To describe it another way, remember the movie Minority Report (see below), where
Tom Cruise can see virtual information by making gestures in the air?

Augmented reality moves a step beyond that where “screens” are obsolete (or an accessory) and you
can program devices to augment the reality around you. It’s true; there’s a company called Hayo.io that’s bringing augmented reality to an Alexa-type device, where the hand signals
you make in the air will control all kinds of things in your smart-connected home — lights, sounds, temperature, even automated online activities. And that’s just the beginning.

But what does this have to do with you not having video marketing tactics up to snuff? Visual marketing is an essential element in augmented reality, as it involves interacting with your
environment and adding to what you can already see or do. If you’re not ready today with a solid one-way video connection to your audience, you’ll struggle greatly when competitors
level up and take advantage of the many augmented experiences headed our way, particularly around video. They’ll be capturing leads with hand gestures, while you’re trying to sort out ways
to attract an audience.

Planning ahead is key. Understanding what virtual reality, and more importantly, augmented reality offer in the not too distant future, and implementing new
technologies first is where you should be directing some of that marketing spend. That whole “wait and see” approach is for companies like Polaroid. Don’t be like Polaroid. Be
the disruptor instead of the disrupted.

How to use live video in your marketing campaigns

Live video is a powerful, emerging marketing tool. Daniel Littlepage explains how businesses can plan and create engaging, high quality and measurable live video content.

Daniel LittlepageVideo is now the fastest growing content category on mobile devices, making live streaming video across social platforms a powerful marketing tool. According to Forrester research, live video receives three times more engagement than pre-recorded video, which means marketers need to understand how to leverage its power.

Live video gives brands the power to engage with their audience in a way that’s immediate, unscripted and highly authentic.

While some marketers are using video in their campaigns, they’ve traditionally been pre-recorded and available on-demand. With real-time streaming comes a whole new opportunity to engage with audiences in a more human way. Brands also stand to benefit from the increase in user generated content across Facebook and Instagram as fans start to broadcast their experiences through video.

 

What is live video?

Live video is captured on smartphones, tablets or professional cameras and streamed real-time to the internet, for viewing in mobile apps or on the web. Facebook Live is one example. The feature streams video captured using the Facebook mobile app to users’ followers in real time, similar to Instagram’s livestream broadcasting.

For more secure streaming for both internal/external teams the likes of Ustream, Viostream, and Brightcove are solid options.

 

How to leverage live video in your marketing campaigns

Brands and content creators are starting to understand the types of video content that perform best on different platforms, and therefore can do a better job at engaging the right customers for their products and services. Brands are starting to apply live video on social platforms to announce new products, the open new stores and cover events linked to celebrities – instead of posting photos or traditional text.

You can also train your social media team to to answer customer questions and engage in dialogue with fans through live video. This will make your brand appear more authentic, open and accessible. A very entertaining example of this is ‘Bodyform Responds: The Truth.’

How businesses can use live video internally

If your organisation is conducting events such as off sites, product launches and annual sales conferences, there are opportunities to maximise return by live streaming some or all of these events to those who can’t attend or are in remote locations, ensuring consistency of message.

 

What about quality?

Businesses may be tempted to rule live streaming out due to lack of quality; but don’t be fooled into thinking that live streaming consists of the internal marketing coordinator filming on their iPhone 7.

Broadcast quality live streaming is possible across most platforms, and can be accomplished by working with a professional production partner. Working with a production team will ensure quality audio and vision, using the appropriate equipment, and can assist with adding live graphics such as titles and logos.

 

How to present video metrics

The way engagement with video on social media has been contested recently, it’s important that marketers tie the return on investment to actual business results. It’s less critical how many views a single video gets compared to how many powerful conversions were made to drive traffic to your website, ecommerce store or physical location.

Video engagement is a much more powerful metric than video views.

Engagement refers to the length of time a viewer remains with your content. There’s a natural drop-off that occurs but engaged viewers will stay to the end. Generally, your call to action will be at or towards the end of your video, so if viewers aren’t making it to the end of your content they are missing this critical instruction or next step.

By monitoring engagement you can begin to make decisions about future content, for example adjusting the length if viewers aren’t making it all the way to the end of your video, or positioning calls to action and key information up front.

And don’t overlook the ROI through SEO. Facebook’s algorithm currently favours Facebook Live video content, while YouTube Live videos show up in search results.

Live video can also be downloaded and then uploaded to YouTube or placed on your website. This can help gain a greater audience when consumers search on Google for topics relating to your brand and services. It’s always worth embedding your own analytics into campaigns so that you can make sure you’re presenting more than social feed and digital metrics to the C-Suite.

If live video isn’t part of your content marketing strategy in 2017, it needs to be. According to Tubular Insights, a massive 300 hours of video are being uploaded every minute on Youtube, and Snapchat and Facebook account for 14 billion video views every day, TechCrunch reported in late 2015.

Cisco predicts that by 2019, 80% of all internet traffic will be video. Brands that prepare a solid video strategy this year will leave those without in their wake.

 

 

Daniel Littlepage is managing director, Australia and New Zealand, at 90 Seconds.
Image copyright: stokkete / 123RF Stock Photo

Manchester attack: Police ‘not sharing information with US’

Possible detonator and backpack remnantsImage copyright
New York Times

Image caption

The New York Times says this evidence was gathered at the scene of the attack

Police investigating the Manchester Arena bomb attack have stopped sharing information with the US after leaks to the media, the BBC understands.

UK officials were outraged when photos appearing to show debris from the attack appeared in the New York Times.

It came after the name of bomber Salman Abedi was leaked to US media just hours after the attack, which killed 22 – including children – and injured 64.

Theresa May is to raise concerns with Donald Trump at a Nato meeting later.

Greater Manchester Police hopes to resume normal intelligence relationships – a two-way flow of information – soon but is currently « furious », the BBC understands.

The force – which is leading the investigation on the ground – gives its information to National Counter-Terrorism, which then shares it across government and – because of the Five Eyes intelligence sharing agreement – with the US, Australia, Canada and New Zealand.

In total eight men are now in custody following the attack, carried out by Manchester-born Abedi, a 22-year-old from a family of Libyan origin.

It has also emerged two people who had known Abedi at college made separate calls to a hotline to warn the police about his extremist views.

Pictures of debris

Home Secretary Amber Rudd had said she was « irritated » by the disclosure of Abedi’s identity against the UK’s wishes and had warned Washington « it should not happen again ».

However, the pictures of debris – which appear to show bloodstained fragments from the bomb and the backpack used to conceal it – were subsequently leaked to the New York Times, prompting an angry response from within Whitehall and from UK police chiefs.

BBC security correspondent Gordon Corera says UK officials believe that US law enforcement rather than the White House is the likely culprit for the leaks.

A Whitehall source described the second US leak as « on another level », and said it had caused « disbelief and astonishment » across the British government.


Analysis

By Dominic Casciani, BBC home affairs correspondent

The police decision to stop sharing information specifically about the Manchester attack with their security counterparts in the US is a hugely significant move and shows how angry British authorities are.

The information from the crime scene wasn’t shared on a whim: the British and Americans have a lot of shared world-leading expertise in improvised explosive devices and scientists would be discussing whether the Manchester device tells them something new that could, ultimately, track down a bomb-maker.

Other sharing will continue. The UK and US share a vast amount of information about terror and espionage threats – its a tight-knit network that also encompasses Canada, Australia and New Zealand.

That system is based on trust and the « control principle »: if a piece of intelligence is shared, the receiving nation has no right to further disseminate it without permission.


The UK’s National Police Chiefs’ Council described the « unauthorised disclosure » as a breach of trust which had potentially undermined a « major counter-terrorism investigation ».

Counter-terrorism detectives have spoken in the past about how a delay of about 36 hours before the public know who is being investigated can allow known associates of the suspect to be arrested without being tipped off.

Greater Manchester Mayor Andy Burnham said the leaks had worried him « greatly », and he had raised them with the US ambassador.

Lord Blair, who was the head of the Metropolitan Police at the time of the bombings in London on 7 July 2005 said intelligence leaks by the US were not new.

« I’m afraid it just reminds me exactly of what happened after 7/7 when the US published a complete picture of the way the bombs in 7/7 had been made up, » he said.

« It’s a different world in which the US operate in terms of how they publish things and this is a very grievous breach but I’m afraid it’s the same as before. »

In other developments:

  • Two men were arrested following a search of an address in the Withington area of Greater Manchester on Thursday morning, taking the number of people held to eight
  • The government has announced a minute’s silence will be held at 11:00 BST in remembrance of those who lost their lives or were affected by the attack
  • The Conservatives and Labour are to resume local general election campaigning on Thursday, and national campaigning on Friday
  • Manchester United fans observed a minute’s silence in memory of the victims of Monday’s bombing, ahead of the team’s Europa League final win

What’s happening with the investigation?

Image caption

Ismail Abedi was detained in Chorlton, south Manchester; his father, Ramadan, was held in Tripoli

Eight men and one woman have been arrested in the UK since Monday night, including Abedi’s older brother Ismail, 23. The woman has since been released.

Abedi’s younger brother Hashem, 20, was held by special forces linked to the interior ministry in the Libyan capital Tripoli, as was their father.

Speaking on Wednesday, Greater Manchester Chief Constable Ian Hopkins said: « It’s very clear that this is a network that we are investigating.

« And as I’ve said, it continues at a pace. There’s extensive investigations going on and activity taking place across Greater Manchester. »

As part of their investigation, police raided a block of flats near Manchester Piccadilly station in the city centre, requiring them to carry out a controlled explosion and briefly close the railway line.

Police carried out another controlled explosion in the early hours of Thursday morning at an address in the Moss Side area of Manchester.

Anyone with information can call the anti-terror hotline on 0800 789321.


Who are the victims?

Image caption

Clockwise, from top left: Georgina Callander, Saffie Roussos, Olivia Campbell, Martyn Hett, Michelle Kiss, Sorrell Leczkowski, Alison Howe, Lisa Lees, Jane Tweddle-Taylor, Nell Jones, Marcin Klis, Angelika Klis, Kelly Brewster and John Atkinson

Some of the victims had been making their way outside at the end of the Ariana Grande gig when Abedi detonated his « nuts-and-bolts » bomb.

They include children and teenagers and others who had been waiting in the foyer to pick up concert-goers.

The youngest so far known to have died is eight-year-old Saffie Roussos, while an off-duty Cheshire police officer Elaine McIver was also among the dead.

Among the latest victims to be named are Wendy Fawell, aged 50 from Otley, west Yorkshire and Eilidh MacLeod, a 14-year-old from Barra in the Outer Hebrides.

Of the 64 injured, 20 are in a critical condition. Twelve of them are children.


Who was the attacker?

Image caption

Salman Abedi was described by a former classmate as short-tempered and gullible

Salman Abedi was a 22-year-old born in Manchester to Libyan parents, and a former University of Salford student.

He attended Burnage Academy for Boys in Manchester between 2009 and 2011, and The Manchester College until 2013.

A former classmate told the BBC that Abedi was a « very jokey lad » but also « very short tempered » and would get angry at « the littlest thing ».

The man, who did not want to be identified, said Abedi had hung around « the wrong crowd and was very, very gullible ».

Before leaving Burnage Academy, Abedi had become « more and more religious », the man added.

A Muslim community worker, who did not want to be identified, has told the BBC that two people who had known Abedi at college had made separate calls five years ago to a hotline to warn about his extremist views.

He said they had been worried that Abedi was « supporting terrorism » and he had expressed the view that « being a suicide bomber was ok ».

Profile: Who was Salman Abedi?


Uninsured ranks still to grow by tens of millions under latest House health-care bill, CBO says

Health-care legislation adopted by House Republicans earlier this month would leave 23 million more Americans uninsured by 2026 than under current law, the Congressional Budget Office projected Wednesday — only a million fewer than the estimate for the House’s previous bill.

The nonpartisan agency’s finding, which drew immediate fire from Democrats, patient advocates, health industry officials and some business groups, is likely to complicate Republicans’ push to pass a companion bill in the Senate.

The new score, which reflects last-minute revisions that Republicans made to win over several conservative lawmakers and a handful of moderates, calculates that the American Health Care Act would reduce the federal deficit by $119 billion between 2017 and 2026. That represents a smaller reduction than the $150 billion CBO estimated in late March, largely because House leaders provided more money in their final bill to offset costs for consumers with expensive medical conditions and included language that could translate to greater federal spending on health insurance subsidies.

As GOP senators quickly distanced themselves from the updated numbers, what became apparent is the difficult balancing act congressional leaders face as they seek to rewrite large portions of the Affordable Care Act. Some senators are eager to soften portions of the House bill, including cuts to entitlement programs and provisions that would allow insurers in individual states to offer fewer benefits in their health plans or to charge consumers with costly medical conditions higher premiums.

Senate Majority Leader Mitch McConnell (R-Ky.), who did not issue a statement in response to the new budget score, suggested in an interview with Reuters that he still harbored doubts over whether his party could muster enough votes to pass any kind of health-care bill this year.

“I don’t know how we get to 50 [votes] at the moment,” he said, referring to a situation in which Vice President Pence would cast the deciding vote. “But that’s the goal.”

To avoid a filibuster by Democrats, Senate Republicans plan to take the bill up under budget reconciliation rules — which only require a majority vote but mean the legislation cannot increase the federal deficit within a 10-year window. The Republicans have been working for weeks on their own health-care bill and emphasize that they do not intend to simply follow the House’s lead.

“Exactly what the composition of [our legislation] is, I’m not going to speculate about because it serves no purpose,” McConnell told Reuters.

Some, like Sen. David Perdue (R-Ga.), said the CBO score would have no impact on his chamber’s efforts to write its own bill.

“Regardless of any CBO score, it’s no secret Obamacare is collapsing under its own weight,” Perdue said in a statement. “Doing nothing is not an option.”

Instead of addressing the future number of uninsured Americans under the Republican plan — projected to immediately jump in 2018 by 14 million — House Speaker Paul D. Ryan (R-Wis.) on Wednesday chose to focus on the CBO’s estimate that premiums overall would fall under the AHCA.

“This CBO report again confirms that the American Health Care Act achieves our mission: lowering premiums and lowering the deficit,” Ryan said in a statement. “It is another positive step toward keeping our promise to repeal and replace Obamacare.”

Congressional analysts concluded that one change to the House bill aimed at lowering premiums, by allowing states to opt out of some current insurance requirements, would encourage some employers to maintain coverage for their workers and get younger, healthier people to buy plans on their own. But those gains would be largely offset by consumers with preexisting conditions, who would face higher premiums than they do now.

“Their premiums would continue to increase rapidly,” the report found.

The CBO estimated that states seeking waivers to strip the ACA’s “essential health benefits” would affect roughly one-sixth of the population and that obtaining maternity coverage outside a basic plan, for example, “could be more than $1,000 per month.”

But Rep. John Faso (R-N.Y.), who supported the House bill, called the CBO’s assumption that waivers would affect that many Americans “grossly wrong.”

“Frankly I doubt any state would try to take advantage of that provision,” he said. “I think that is completely out of the ballpark.”

Asked why the House included the provision if no state would seek such waivers, he replied, “I’m sure it will be stripped out in the Senate.”

The administration’s reaction came from Health and Human Services Secretary Tom Price, who questioned the congressional analysts’ latest numbers while noting that many Americans on the individual insurance market are paying more than double the premiums they were before the ACA was passed in 2010.

“The CBO was wrong when they analyzed Obamacare’s effect on cost and coverage, and they are wrong again,” Price said.

Joseph Antos, a resident scholar at the conservative American Enterprise Institute who specializes in health-care policy, said the new estimate “is the same signal repeated,” conveying that the changes congressional Republicans envision would cut the price of premiums and trim the deficit while leaving more Americans without insurance.

The AHCA’s proposal to cut spending on Medicaid — a federal program that covers roughly 69 million Americans — by $834 billion over the next decade is the thorniest political issue facing the Senate, Antos said.

“They’re going to have to do something on Medicaid, and that something is a real question,” he said.

Rep. Mark Meadows (R-N.C.), chairman of the conservative House Freedom Caucus, said he was confident the Senate would be able to craft a bill that could pass muster in the House — even in light of the CBO’s analysis.

He said that he expected senators to address the situation of the roughly 10 million Americans who now enjoy Medicaid coverage under the ACA “in a less conservative way” than the House and that the measure “would still have conservative support in the House when it came back.”

Senate Democrats seized on the new budget estimate, arguing that their GOP counterparts would be foolhardy to press ahead along the same lines as the House’s final legislation. The bill was passed May 4 with no support from Democrats.

“These were cosmetic changes. They thought they could put lipstick on a pig,” said Sen. Ron Wyden (D-Ore.), adding that it’s now obvious “we’re going to have well over 20 million people uninsured.”

Several key outside groups, including those representing physicians, hospitals and patients, said in statements that the updated projections underscored the need for the Senate to shift course.

The president of the American Medical Association urged the Senate to take a different approach. The CBO estimates “show that last-minute changes to the AHCA made by the House offered no real improvements,” Andrew Gurman said.

And Rick Pollack, president and chief executive of the American Hospital Association, said the new numbers “only reinforce our deep concerns about the importance of maintaining coverage for those vulnerable patients who need it.”

Mike DeBonis and Sean Sullivan contributed to this report.

Chinese social platform Momo revenue jumps 421% due to live video

Boosted by robust growth in live-streaming video services, the revenue of Chinese mobile social networking platform Momo jumped 421% year-on-year to US$265.2 million in the first quarter of 2017.

The strong revenue growth is boosted by robust growth in its live video service business. Since live video service was launched in 2015, it has been growing rapidly and kept its momentum. Momo’s live video service revenue grew 9.1% year-on-year to US$212.6 million, representing 80% of total revenue, the results showed.

Momo is listed on the NASDAQ.

Monthly active users stood at 85.2 million as of 31 March, a record high and up from 72.3 million a year earlier.

Chairman and CEO Tang Yan said in a conference call Wednesday that it was the company’s social media function that made its live video service a success. “Looking ahead, we will push forward with our strategy to drive the video transition and introduce more entertaining content to support recreational activities.”

Tang stressed that the platform will focus on short video services for the rest of the year.

Facebook signs BuzzFeed, Vox, others for original video shows

Facebook Inc has signed deals with millennial-focused news and entertainment creators Vox Media, BuzzFeed, ATTN, Group Nine Media and others to make shows for its upcoming video service, which will feature long and short-form content with ad breaks, according to several sources familiar with the situation.

Facebook is planning two tiers of video entertainment: scripted shows with episodes lasting 20 to 30 minutes, which it will own; and shorter scripted and unscripted shows with episodes lasting about 5 to 10 minutes, which Facebook will not own, according to the sources.

All of the sources asked to remain anonymous because the deals are confidential.

Facebook’s move to acquire and license original content is the latest in its push to attract more advertising dollars, putting the company in head-to-head competition with Alphabet Inc’s YouTube Red, Snapchat‘s Discover feature, and traditional television networks.

It is an attempt to deliver on Facebook Chief Executive Mark Zuckerberg‘s remarks to investors earlier this month that the company was looking for so-called “anchor content” that would draw people to the video tab on Facebook’s app.

The world’s biggest social media company is set to pay up to $250,000 for the longer, scripted shows which will be owned by Facebook, taking a page from a strategy employed successfully by Netflix Inc and Amazon.com Inc , which both now own some of the content they sell to subscribers.

For the second tier of shorter shows, Facebook will pay $10,000 to $35,000 for each show and give creators 55 percent of revenue from ads, the sources said. Ads will run during both the long-form and short-form shows.

A Facebook spokeswoman declined to comment.

Facebook said in December it would buy original scripted and unscripted programming for its video service. Earlier this year, it tapped former MTV executive Mina Lefevre to lead the effort.

Facebook currently offers live video from a number of news publishers as well as its own users. It has begun testing the water with live sports video in the last few months. Most recently it signed a deal with Major League Baseball to show 20 games live this season.

While Facebook will initially run short-form shows exclusively on its site, the creators of the content will be able to run the shows on their own properties after a negotiated period of time, and will be able to eventually sell them externally, the sources said.

The company is focused on working with news and entertainment makers that are already active on Facebook and have a large millennial following. Vox, BuzzFeed, ATTN and Group Nine Media – the holding company for Thrillist, NowThis and The Dodo – are all working on short-form content for the new Facebook service, the sources said.

Advertisers are interested in learning more about Facebook’s service as they see it as another way to get in front of the growing number of viewers watching their favorite shows on tablets and smartphones, said Monique Lemus O’Brien, a media buyer at The Media Kitchen.

By Jessica Toonkel

(Reporting By Jessica Toonkel in New York; Additional reporting by David Ingram in San Francisco; Editing by Anna Driver and Bill Rigby)

Celcom now offers Walla passes for video and music streaming

With plenty of digital music and video content available on the go, streaming is becoming one of the most popular ways of utilising mobile data. 

While many streaming bundles are available for postpaid users, prepaid users are often left with expensive and limited streaming quota options. 

Celcom Axiata Bhd, through its Xpax prepaid brand, plans to change this with the new Music Walla and Video Walla features. 

Music Walla comes with unlimited streaming data quota on a weekly or monthly basis, priced at RM3 and RM1 respectively. This means that the user’s existing data quota will not be affected while streaming music. 

However, users will not be able to enjoy certain services such as Spotify and Deezer as the supported partners are limited to Joox, KKBOX, Raku, and selected local radio stations. 

For video streaming, Video Walla comes with a larger number of partners such as dimsum, iflix, Netflix, youtube, dailymotion, Astro Go, tonton and Hero Talkies. 

Two choices are available – weekly and daily. 

The amount of data will not be unlimited as the RM7 weekly pass is capped at 10GB, while the RM1 daily pass has 1GB. 

Celcom Axiata Bhd deputy CEO Azwan Khan Osman Khan said that unlike other telcos, there are no limits in place for the speed and video quality while streaming with the Walla pass. 

“What you see is what you get. No fine print, no kelentong,” said Azwan Khan. 

Although the video and music streaming passes are aimed at Celcom Xpax prepaid customers, First postpaid customers can also enjoy passes. 

The passes can be purchased via the Xpax or Celcom First Postpaid apps or the *118# USSD option on mobile.

For more info, head to www.xpax.com.my/walla.

Britain says it’s ‘likely’ attacker had accomplices as focus turns to his Libya visits

The worst terrorist attack on British soil in over a decade was carried out by a British-born son of Libyan immigrants who was born and raised a short drive from the concert hall that he transformed from a scene of youthful celebration into a tableau of horror. 

Health officials said Wednesday that in addition to the dead, 20 people remained in “critical care” and were suffering from “horrific injuries.”

The attack, which came at the close of a concert in this northern English city by American pop star Ariana Grande, was claimed Tuesday by the Islamic State, saying one of its “soldiers” was responsible. 

Even as officials and experts cast doubt on the terrorist group’s assertion, however, authorities were scrambling to execute searches, arrest potential accomplices and reinforce security systems at a spectrum of public events that look newly vulnerable to attacks like Monday’s.

After years of successfully fending off more-sophisticated strikes even as countries across continental Europe have fallen victim to bombings, Monday night’s carnage underscored that Britain is not immune amid a rising tide of extremist violence. 

The highest priority for police, said Greater Manchester Chief Constable Ian Hopkins, was to “establish whether [Abedi] was acting alone or as part of a network.”

Earlier he had said that Abedi executed the bombing alone and that he “was carrying an improvised explosive device, which he detonated, causing this atrocity.”

But unlike in previous high-profile attacks — including one in March in which an assailant driving a speeding car ran down pedestrians on a London bridge, then stabbed to death a British police officer — experts said it was unlikely that Monday’s attack had been carried out without help. 

“Getting a car or a knife is easy,” said Raffaello Pantucci, a terrorism expert at the London-based Royal United Services Institute. “Making a bomb that works and goes off when you want it to go off takes preparation and practice. And it usually involves other people.”

Pantucci said British authorities “are going to try to figure out who [Abedi] knows, who he’s linked to. Did he build the bomb itself, or did someone build it and give it to him?”

If police have an answer, they did not say so publicly Tuesday. But there was ample evidence of a widening security operation, with the arrest of a 23-year-old from south Manchester in connection with the bombing. Police also carried out searches at two homes, including the house in the leafy suburban neighborhood where Abedi, 22, was registered as having lived.

A family friend said Abedi traveled frequently between Libya and Britain. “We have an Daesh problem in Libya. We wonder whether he met people there who trained him,” said the friend, who spoke on the condition of anonymity. Daesh is the Arabic acronym for the Islamic State.

Even before May’s announcement of a “critical” threat level for just the third time ever — the first two came in 2006 and 2007 — authorities from London to Scotland said that they would be reviewing security plans for upcoming public events. Even smaller gatherings that would not have been policed in the past may now get protection, they said.

“Over the coming days as you go to a music venue, go shopping, travel to work or head off to the fantastic sporting events, you will see more officers, including armed officers,” said Commander Jane Connors of London’s Metropolitan Police Department.

May’s decision to deploy the military means the public may now see soldiers rather than police. May said the military would operate under police command.

The escalation came as the nation grieved for the young victims, with thousands of people converging on Manchester’s graceful Albert Square for a vigil that was part solemn remembrance and part rally against extremism.

To roaring applause, Manchester Mayor Andy Burnham vowed that the city — which has seen hardship, having been bombed relentlessly during World War II — would not succumb to division or anger. A poet named Tony Walsh delivered an ode to the city titled “This Is the Place.” And in what has become a dark mainstay of life in Western Europe, passersby left candles, flowers and cards for the dead. 

The casualties included children as young as elementary school students. Police said that among the 59 people injured, a dozen were younger than 16. 

Among the dead was Saffie Rose Roussos, who was just 8 years-old. The first victim to be publicly identified was Georgina Callander, an 18-year-old student. 

Other names were expected to be released Wednesday, with authorities bracing the public for deaths among the teens and tweens who form the core of Grande’s enthusiastic fan base.

The Islamic State did not give any details about the attacker or how the blast was carried out, raising doubts about the truth of its claim. Its statement was posted on the online messaging service Telegram and later noted by the SITE Intelligence Group, which monitors militant websites.

The Islamic State often quickly proclaims links to attacks, but some previous boasts have not been proved.

In Washington, Director of National Intelligence Daniel Coats said Tuesday that despite the group’s statement, “we have not verified yet the connection.” He noted in a Senate hearing that “they claim responsibility for virtually every attack.” 

In a speech outside 10 Downing Street, where flags were lowered to half-staff, May called the Manchester killings a “callous terrorist attack.” 

“This attack stands out for its appalling, sickening cowardice deliberately targeting innocent, defenseless children and young people who should have been enjoying one of the most memorable nights of their lives,” she said.

May later visited Manchester, meeting with local authorities and signing a condolence book honoring the victims.

Queen Elizabeth II, meanwhile, led guests of a garden party at Buckingham Palace in a moment of silence and issued a statement expressing her “deepest sympathies.”

“The whole nation has been shocked by the death and injury in Manchester last night of so many people, adults and children, who had just been enjoying a concert,” she said.

Across the world, other leaders expressed revulsion and scorn toward the bomber.

During a visit to the West Bank city of Bethlehem, President Trump pledged “absolute solidarity” with Britain and called those responsible for the attack “evil losers in life.”

Organizers of the Cannes Film Festival denounced the bombing as an “attack on culture, youth and joyfulness” and observed a minute of silence Tuesday. Cannes is 15 miles from Nice, where an attacker driving a truck plowed into crowds celebrating Bastille Day in July, killing 86 people.

The Monday night attack was the worst terrorist strike on British soil since 2005, when Islamist extremists bombed the London subway and a bus, killing 54 people.

And as with that attack, Monday’s bombing prompted desperate searches for missing loved ones that continued through the night and into Tuesday.

Charlotte Campbell told the BBC that she was “phoning everybody,” including hospitals, trying to locate her 15-year-old daughter, Olivia. She last spoke to her daughter Monday night while she was at the concert.

“She’d just seen the support act and said she was having an amazing time, and thanking me for letting her go,” Campbell said in an emotional interview.

On Wednesday, Campbell confirmed on social media that her daughter had been killed.

The attack occurred near one of the exits of the arena, in a public space connected to a bustling train station. 

Jake Taylor, a former security guard at the arena, said its layout makes absolute safety impossible. 

“You can’t stop people from getting through the train station,” Taylor said.

Mark Harrison, who accompanied his 12-year-old daughter to the concert from Cumbria in northern England, said there were no metal detectors or body checks at the arena’s entrance, although bags were inspected and items such as water bottles had to be discarded. 

“There was definitely a security presence, but anyone can come through the train station,” said Harrison, 44. 

Pantucci, the security expert, said that authorities had disrupted several plots in recent months but that Monday’s attack somehow slipped through. Understanding why, he said, will be crucial.

“They’ve been dealing with a very high threat tempo,” he said. “But this is one they weren’t able to stop.” 

Adam reported from London. Isaac Stanley-Becker, James McAuley and Rick Noack in Manchester; Paul Schemm in Addis Ababa, Ethi­o­pia; and Devlin Barrett, Brian Murphy and Ellen Nakashima in Washington contributed to this report.