You say you want a revolution

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My talk for Australian Marketing Institute 22 November 2012


<ul><li> 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</li></ul> <p> 2. Its tough out there! South Australian Business 3. Business ConfidenceSource: Business SA Confidence Index 4. Surviving Revolutionist Thriving Opportunist 5. Consumer confidenceSource: / Westpac Banking Corp 6. Consumers are focused onthemselves and their family. Then friends.Then broader issues. 7. Facebook Prospectus February 1, 2012 8. 800M500M 300M100M 9. The social media thought processis evolving 1. Should we / shouldnt we?2. Yes, lets do it!3. Its about engagement! What about sales!?4. Sentiment monitoring Only 1-10% engage5. Deeper measures of ROI 10. People Talking# Name Total Likes About This1.Facebook for Every Phone 142,458,254 3,223,4462%2.Facebook 75,932,7302,527,4583%3.Texas HoldEm Poker 64,768,753338,1651%4.YouTube63,147,892666,3191% Engagement5.Eminem 61,126,110208,3230.3% rates are low.6.Rihanna60,285,853508,5511% What about the7.The Simpsons 54,838,018431,7531% other 99%?8.Shakira54,635,533368,0181%9.Lady Gaga53,125,602960,0052%10. Coca-Cola52,004,522778,6582% October 3 2012 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 arent working5. Media is increasingly fragmented 12. No one seems to have a crystal ball.Expert advice is that the tough times willcontinue for some time. 13. The consumer is like neverbefore king and queen 14. What anawesome timeto be working in marketing! 15. One has to passionately believe it is possible to change the industry and turn it on its head? Mark Lollback CMO McDonalds Corporation Australia and New Zealand 16. 1. Define the crisis2. Create a burning platform3. Deeply understand the conventions of the category 17. "The more things change, themore they remain the same." 18. 1. Deep consumer understanding2. Strategic planning3. Great ideas4. Implemented well 19. Sell a good product that consumersvalue. Provide solid service, and dealwith customer problems with empathy and respect. 20. Consumers are not expecting toengage with brands via social media,Apps or otherwise.They are suspicious of we care marketing and attemptsto manipulate. 21. Word-of-mouth online or off is stronger than ever, and badconsumer experiences are dangerous to a business health 22. Understanding consumers is as important as ever 23. In some ways its the same as it ever has been 24. In other ways its evolving to a closer focus 25. Or, how we can better digest the bigger picture 26. To better engage with the right individuals 27. The social media thought process is evolving 1. Should we / shouldnt we?2. Yes, lets do it!3. Its about engagement!4. Sentiment monitoring5. 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. 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. 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. Jason DunstoneMD Square </p>


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