Turbo Tax & Social Media
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Turbo Tax & Social Media

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TurboTax and Social Media

TurboTax and Social Media

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  • Targeting the right audience…Twitter…SS
  • Intuit is a very metrics-driven organization and this applies not just advertising and marketing, but also corporate communications where I work day-to-day. If you’re going to get senior leadership buy-in, you’ve gotta have the metrics - What you’re seeing here is our purchase funnel – this is the way we measure advertising and traditional marketing activities too. For positive associations with our brand name, we saw a 5 point lift among friends of those who participated. For purchase intent, we saw a 10 point lift among friends of those who participated. Again, by activating the power of recommendation (or what I’ve called “network effects”) we reached more than 1 million folks.

Turbo Tax & Social Media Turbo Tax & Social Media Presentation Transcript

  • TurboTax Social Media: Powered by The Customer
  • Scott Gulbransen/PR & Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com
  • Sexy??? 1 Sexy! Sexy!
  • Sexy??? 1 Hell no! @$#! No!
  • Customers Tell Our Story 2 OBJECTIVES
    • Make our customers and prospects aware of our free online product
    • Get customers talking more about TurboTax and their experience
    Twitter Facebook YouTube Channels
  • Freeloader Nation 3 Campaign Ecosystem
  • Freeloader Nation 3
    • Become of a friend of MySpace Secret Shows and TurboTax and get notified of Secret Shows 48 hours in advance
    • Friends of Freeloader Nation get a chance for VIP access at each show
    • TurboTax will sponsor 5 shows in major cities nationwide from Jan-Mar
    How it worked Secret Show Integration
    • Leverage Secret Shows (427K friends) to friend TurboTax
    • TurboTax MySpace Community page acts as Freeloader Nation hub
    • Tay Zonday as campaign host, conduct interviews, present at shows, promoted thru his network
    • PR integration in each of the 5 cities
  • Social Experiment: 4
    • Leverage the traffic and friends from:
    • MySpace
    • Facebook
    • Twitter
    • to engage with TurboTax to win amazing prizes for FREE utilizing an innovative contest concept that’s never been done before
    Create a conversation that connects the TurboTax brand to FREE Goal How
  • And the Winner is… 4 Campaign Exposure
      • Over 6000 entries
      • Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends
      • Campaign had a Click Thru Rate 5x higher than our average CTR for entire display campaign.
      • Average Entries per Respondent = 5
    And the winner of $10,000 is… @LuckyCat7 via Twitter: I like twitter because people can follow me ~ just don't follow me to the bank when i win the $25k from turbotax!
  • Targeting Twitter 4
  • Proof in the Pudding 5 Friends: ( +5 ) pts lift
    • Friends: ( +10 ) pts lift
    • Increased brand equity and purchase intent among those who participated in the campaign
    Non-Exposed Friends Unaided Awareness Total Awareness Avg. Positive Attributes Purchase Intent Familiarity TurboTax Brand Image Attributes - Top Two Box Pt Diff. Is the easiest way to get the biggest refund +8 pts Is the easiest way to prepare my taxes +2 pts Does the work for me +1 pts Gets me the most deductions +6 pts Covers all my tax needs no matter what my situation +10 pts Is a good value for the money +13 pts Makes tax preparation easier than other brands of software - Is a brand I trust - Gives me confidence to do my own taxes +1 pts Is worth paying a higher price for given its superior features +10 pts Average Brand Image Attributes +5 pts
  • Scott Gulbransen TurboTax PR&Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com