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
Nov 30, 2014
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,
We all want to change the world.
You tell me that it's evolution.
Well, you know,
We all want to change the world.
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