Case Studies: How 5
Brands are Making
Their Sites Social
Intuit’s Turbo Tax: Turning Customers into Marketers
TurboTax is a key property for
Intuit - it’s a billion dollar business
in the 15-week period following
Jan. 1st every year. Customers
are very passionate, but they
need to be re-won annually.
Intuit's TurboTax product has had
over 20 million customers, over
50% of them are using Facebook
and they have, on average, 150
friends. They obviously like to
share, and most certainly have
an opinion about their tax
reparation experience. But how
to turn those opinions and
networks into action?
Turning Customers into Salespeople
What to do next was obvious, says Seth Greenberg, director of national media buying and digital marketing.
―They can become our biggest salesforce.‖
To do so, this year the Mountain View, CA-based company began using Gigya's social sharing platform to
share customer reviews on sites like Facebook.
This winter, Intuit launched the ―Friend Like You‖ area of the TurboTax site, where users can narrow down the
various selects of dozens of profile types to find others in their particular tax situation — new homeowner, new
parent, etc. — or find people they know on social networks, also powered by the Gigya Platform. As folks leave
reviews on the site after finishing their own taxes, they're encouraged to share that through Facebook or Twitter,
which is then promoted through the newsfeeds.
Over 50,000 people shared reviews. The review sharing has worked more as a prospecting tool for TurboTax, as
over 75% of people who viewed the reviews and clicked through were new customers.
―We're learning that people are four times more likely to click on a shared review than a banner ad,‖ he says,
noting reviews are filtered by recency, rather than as good or bad. ―You can sort by lowest rated, which I like
because it shows we're transparent.‖
The next step will be looking at other ways to share — say, perhaps taking a group of reviews from people who
recently sold a house and promoting that bucket of reviews via a real estate site, says Greenberg. ―It would be
great to let the customers sell our product and get the heck out of the way.‖
Case Studies: How 5 Brands Are Making Their Sites Social Page 1
Fox News Insider: Using Identity to Power Real,
The Challenge: Creating Credible Community
Fox News, knows that sharing opinions and comments is an important element of any vibrant news community.
They also understand that enabling readers to discuss and share content using established online identities
gives credibility to those opinions, credibility that is necessary for optimal sharing and participation.
FoxNewsInsider.com wanted their readership to be able to participate with their identity of choice – whether
that identity was established on a social network, webmail, or OpenID provider.
The Fox News Insider team recognized that Gigya’s technology would enable them to optimally implement
and manage the large and growing number of identity options they needed to provide their user base.
Through the Gigya Social Optimization Platform, Fox News Insider enables users to register with their choice of
Facebook, Twitter, MySpace, Yahoo, Google, or AOL identity. Registered users can then contribute comments
and share content with friends from the Fox News Insider community and beyond.
Fox News Insider is driving social participation by not only offering their readership choice, but also by helping
them to understand the value or registering. Site statistics tell the story: after adding Gigya’s social optimization
platform for social registration and sharing, page views increased in the month of July by 20% and global reach
increased by 40%.
Case Studies: How 5 Brands Are Making Their Sites Social Page 2
TNT Overtime Extra on NBA.COM: Making Online
The Challenge: Engaging NBA Fans on TNT.tv Online
Sports fans are social. Whether they are watching a game at a stadium or a bar, fans chat about players and
stats, high-five each other and cheer together when the momentum swings. To bring these ―real-world‖
activities online, Turner Sports implemented Gigya’s Live Chat Plugin to make it easy for fans to engage with
friends from the top three social networks while watching the NBA Eastern Conference Finals on TNT.tv.
Driving Engagement, Viral Promotion through Social Activity
Using Gigya’s Live Chat Plugin, Turner became the first TV network to take an agnostic approach, letting users
sign into any or all of the top three social networks: Facebook, MySpace and Twitter. "We were going to allow
the Facebook guy to chat with the MySpace guy to chat with the Twitter guy," said Matthew Hong, VP-general
manager of digital at Turner Sports. Fan messages about the game drove engagement on the TNT.tv site, and
were also published to the newsfeeds of Facebook, MySpace and Twitter users, effectively promoting the event
real-time to their networks of friends and driving traffic back to TNT.com.
Demonstrable Fan Engagement
The results clearly demonstrate the value of making Unique Users by Network Messages by Network
social features accessible to a broad spectrum of users. MySpace: 40% MySpace: 53%
According to Turner, ‖We were pleased with the better Facebook: 48% Facebook: 35%
user experience and higher engagement. The early Twitter: 12% Twitter: 12%
return is it gives people an opportunity to participate in
Case Studies: How 5 Brands Are Making Their Sites Social Page 3
American Eagle Style Shop: Using Viral Tools to Drive
The Challenge: Creating a Social Retail Experience
AE Style Shop, built by Lemonade, enables American Eagle shoppers to create their own AE storefront to show
off their favorite AE styles, and to participate in AEREWARD$, a loyalty program that gives points to customers
each time a friend purchases something through their shop. What the shop needed were viral tools that would
fuel word-of-mouth growth and distribution for the AE Style Shops and provide the opportunity for American
Eagle Outfitters fans to share their passion for fashion with friends.
Turning Shoppers into Evangelists
The Gigya Share Plugin turns shoppers into marketers by giving them tools to share their favorite items of
clothing and opinions with friends. Each item in the shop has a large ―Share‖ button below the photo that
makes it easy to shoppers to share with friends on multiple social networks in a single click.
Driving Social Referrals and Participation
AE Style Shop users have shared their favorite items with friends on multiple social networks, including
Facebook, Twitter, Google, Yahoo, LinkedIn and MySpace, driving socially-referred shoppers back to AE Style
Shop from those social networks.
Case Studies: How 5 Brands Are Making Their Sites Social Page 4
SnagFilms: Adding Social Context in Just One Day
SnagFilms.com compiles the world’s most compelling documentaries from both professional and first-time
filmmakers and makes them available to a widespread audience.
The SnagFilms.com viewers are a fanatical community who are always looking for ways to find new films and
interact with others that share the same interests. Snag Films was looking for way to create a social community
feel on their site to entice users to watch and share more of their extensive library, without a major investment in
Highlighting An Active Community
SnagFilms launched the Gigya Activitiy Feed Plugin on their homepage, enabling visitors who sign in to the site
with a Facebook, Google, Twitter, MySpace, Yahoo, LinkedIn, AOL or Windows Live identity to see what films
their friends on any of those social networks are watching on snagfilms.com, and to let any visitor to the site see
what the community is watching right now. As the Activity Feed continuously updates in real-time, people stay
engaged with the site longer and the social context encourages them to interact with the content.
High Impact for Low Investment
The activity feed was the perfect solution for adding social context from and for snagfilms.com users across
multiple social networks, with virtually no development effort. As Jeff Douglas, Sr. Product Manager for
―Gigya's activity feed is a great way to add a sense of community and activity to our site, highlighting on our
home page the documentaries the other fans are watching right now. Just as important, we had the activity
feed live in only a day.‖
Case Studies: How 5 Brands Are Making Their Sites Social Page 5