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You say you want a revolution


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My talk for Australian Marketing Institute 22 November 2012

Published in: Business
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You say you want a revolution

  1. 1. “You say you want a revolution. Well, you know, We all want to change the world. You tell me that its evolution, Well, you know, We all want to change the world.” From lyrics of ‘Revolution’ The Beatles August 1968Jason Dunstone / Square Holes
  2. 2. “It’s tough out there!” South Australian Business
  3. 3. Business Confidence Source: Business SA Confidence Index
  4. 4. Surviving Revolutionist Thriving Opportunist
  5. 5. Consumer confidence Source: / Westpac Banking Corp
  6. 6. Consumers are focused onthemselves and their family. Then friends. Then broader issues.
  7. 7. Facebook Prospectus February 1, 2012
  8. 8. 800M 500M 300M100M
  9. 9. The social media thought processis evolving … 1. Should we / shouldn’t we? 2. Yes, let’s do it! 3. It’s about engagement! “What about sales!?” 4. Sentiment monitoring “Only 1-10% ‘engage’” 5. Deeper measures of ROI
  10. 10. People Talking# Name Total Likes About This1. Facebook for Every Phone 142,458,254 3,223,446 2%2. Facebook 75,932,730 2,527,458 3%3. Texas HoldEm Poker 64,768,753 338,165 1%4. YouTube 63,147,892 666,319 1% Engagement5. Eminem 61,126,110 208,323 0.3% rates are low.6. Rihanna 60,285,853 508,551 1% What about the7. The Simpsons 54,838,018 431,753 1% other 99%?8. Shakira 54,635,533 368,018 1%9. Lady Gaga 53,125,602 960,005 2%10. Coca-Cola 52,004,522 778,658 2% October 3 2012
  11. 11. 1. Consumer and business confidence is low2. Jo Average watching spending Saving more, spending less Utility costs jumping … decreasing disposable income If service / price not right off-line can go on-line 24/73. Business and government budgets tight4. Conventional paths to revenue growth aren’t working5. Media is increasingly fragmented
  12. 12. No one seems to have a crystal ball.Expert advice is that the tough times will continue for some time.
  13. 13. The consumer is like never before king and queen
  14. 14. What anawesome timeto be working in marketing!
  15. 15. “One has to passionately believe it is possible to change the industry and turn it on its head?” Mark Lollback CMO McDonald’s Corporation Australia and New Zealand
  16. 16. 1. Define the crisis2. Create a burning platform3. Deeply understand the conventions of the category
  17. 17. "The more things change, themore they remain the same."
  18. 18. 1. Deep consumer understanding2. Strategic planning3. Great ideas4. Implemented well
  19. 19. Sell a good product that consumersvalue. Provide solid service, and deal with customer problems with empathy and respect.
  20. 20. Consumers are not ‘expecting’ toengage with brands via social media, Apps or otherwise. They are suspicious of ‘we care’ marketing and attempts to manipulate.
  21. 21. Word-of-mouth – online or off – is stronger than ever, and bad consumer experiences are dangerous to a business’ health
  22. 22. Understanding consumers is as important as ever
  23. 23. In some ways it’s the same as it ever has been
  24. 24. In other ways it’s evolving to a closer focus
  25. 25. Or, how we can better digest the bigger picture
  26. 26. To better engage with the right individuals
  27. 27. The social media thought process is evolving … 1. Should we / shouldn’t we? 2. Yes, let’s do it! 3. It’s about engagement! 4. Sentiment monitoring 5. Deeper measures of ROIDeeper consumer understanding …online, offline, marketing,NPD, behavior change etcDigesting the bigger picture toget back to the target consumer 6. Social media as research data
  28. 28. “You say you want a revolution.Well, you know,We all want to change the world.You tell me that its evolution.Well, you know,We all want to change the world.But when you talk about destruction,Dont you know that you can count me out!Dont you know its gonna be all right.All right, all right.”From lyrics of ‘Revolution’ The Beatles August 1968
  29. 29. “Right now, with social networks and other tools on the Internet, all of these 500 million people have a way to say what theyre thinking and have their voice be heard.” Mark Zuckerberg
  30. 30. Jason DunstoneMD Square