You say you want a revolution

Jason Dunstone / Square Holes

“You say you want a revolution.

Well, you know,

We all want to change the world.

You tell me that it's evolution,

Well, you know,

We all want to change the world.”

From lyrics of ‘Revolution’ The Beatles August 1968

“It’s tough out there!”South Australian Business

Business Confidence

Source: Business SA Confidence Index

Surviving Thriving OpportunistRevolutionist

Consumer confidence

Source: www.tradingeconomics.com / Westpac Banking Corp

Consumers are focused on themselves and their family.

Then friends.

Then broader issues.

Facebook Prospectus February 1, 2012

300M

100M

500M

800M

1. Should we / shouldn’t we?

2. Yes, let’s do it!

3. It’s about engagement!

4. Sentiment monitoring

5. Deeper measures of ROI

“What about sales!?”

“Only 1-10% ‘engage’”

The social media thought processis evolving …

# Name Total Likes People Talking About This

1. 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%

5. Eminem 61,126,110 208,323 0.3%

6. Rihanna 60,285,853 508,551 1%

7. The Simpsons 54,838,018 431,753 1%

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%

http://pagedata.appdata.com/ October 3 2012

Engagementrates are low.

What about theother 99%?

1. Consumer and business confidence is low

2. Jo Average watching spendingSaving more, spending lessUtility costs jumping … decreasing disposable income If service / price not right off-line can go on-line 24/7

3. Business and government budgets tight

4. Conventional paths to revenue growth aren’t working

5. Media is increasingly fragmented

No one seems to have a crystal ball.

Expert advice is that the tough times will continue for some time.

The consumer is like never before king and queen

What an awesome time to be working in marketing!

“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

1. Define the crisis

2. Create a burning platform

3. Deeply understand the conventionsof the category

"The more things change, the more they remain the same."

1. Deep consumer understanding

2. Strategic planning

3. Great ideas

4. Implemented well

Sell a good product that consumers value. Provide solid service, and deal with customer

problems with empathy and respect.

Consumers are not ‘expecting’ to engage with brands via social media, Apps or otherwise.

They are suspicious of ‘we care’ marketing and attemptsto manipulate.

Word-of-mouth – online or off – is stronger than ever, and bad consumer experiences are

dangerous to a business’ health

Understanding consumers is as important as ever

In some ways it’s the same as it ever has been

In other ways it’s evolving to a closer focus

Or, how we can better digest the bigger picture

To better engage with the right individuals

1. Should we / shouldn’t we?

2. Yes, let’s do it!

3. It’s about engagement!

4. Sentiment monitoring

5. Deeper measures of ROI

6. Social media as research data

Deeper consumer understanding …online, offline, marketing,NPD, behavior change etc

Digesting the bigger picture toget back to the target consumer

The social media thought processis evolving …

“You say you want a revolution.

Well, you know,


You tell me that it's evolution.

Well, you know,


But when you talk about destruction,

Don't you know that you can count me out!

Don't you know it's gonna be all right.

All right, all right.”

From lyrics of ‘Revolution’ The Beatles August 1968

“Right now, with social networks and other tools on the Internet, all of these 500 million people have a way to say what they're thinking and have their voice be heard.”Mark Zuckerberg

Jason Dunstone

MD Square Holeswww.squareholes.com

Twitterwww.twitter.com/jasondunstone

LinkenInwww.linkedin.com/in/jasondunstone

[email protected]