The 4 myths of social media intuit case study for smb seattle 8.10.pptx

The Four Myths of Social Media Kira Wampler Principal, Ant’s Eye View, formerly of Intuit @kirasw

A long time ago, in a land far, far away…Intuit’s beginnings

Myth #1: Your ________ isn’t sexy enough to be talked about.

Intuit’s Small Business Team & the “Not Sexy” Myth 1.  Awareness of Intuit as the brand for small businesses was extremely low 2.  We love to talk about accoun0ng but small business owners don’t!

Elevating the Conversation: What Is Sexy to Your Customers Key Results: Social Media Bloggers More than 1.2 million visits 2000 stories submiFed and over 30000 ra0ngs 12% of total Intuit talk; 90% posi0ve Conversion rate on par with transac0on sites Fully supported with added-‐value media Warrillow Small Business Marketer of the Year and WOMMA Gold & Grand Prix Awards Small Business United campaign goal: Help small business owners achieve success while helping Intuit grow.

Elevating the Conversation to Sexy: Love a Local Business Key Results: Ongoing itera0on = 40% par(cipa(on rate! 100s of 1000s of fans nominated local businesses 360% increase in traﬃc as we tested for scale Leads are signiﬁcantly more valuable than average Campaign s0ll running strong aZer a year Love a Local Business campaign goal: Help small business owners achieve success while helping Intuit grow.

Sexy or Not, Our Customers Are Talking About Us Online •  40% of Twi5er users have recommended a product or service (Performics/Publicis Survey 2009) •  30% of social network users have discovered a new product, service or company through a social network (Performics/Publicis Survey 2009) •  97% of consumers use online media to research products or services in their local area (BIA/KelseyGroup 2010) •  25% of search results for the world’s 20 largest brands were links to user-‐generated content. (Click Z Stats SES Magazine, 2010)

Myth #2: All you have to do is listen to the conversation.

There’s Nothing Wrong with Listening But… March 22, 2009-‐April 22, 2009 from Radian 6 Listening is an important place to START. Don’t stop there – do something with what you’re hearing.

Do Something Part 1: Listening and Responding Care Feeding Helpful engagement led to a 30 percentage point drop (50% decrease) in negative sentiment.

Do Something Part 2: Listening Yields Implications & Action What We Heard What We Did Cross-‐sell in-‐product is annoying Released a patch six weeks post-‐launch to address cross-‐sell issues Registra0on process is frustra0ng Forced phone registra0on business prac0ce RETIRED! Excel Integra0on and Reports Center QuickBooks marke0ng team focused most posi0vely discussed new features messaging across channels on top two features You can listen for only so long un0l your customers demand that you do something about what they say.

How We Did It: Put Online Customer Voice on Executives’ Radar The Reviews and Social Web listening dashboard is included in weekly reports for senior staﬀ and open bi-‐monthly staﬀ mee0ngs.

Myth #3: You can’t eﬃciently scale social engagement with customers online.

Two Sub-Plots to Myth #3 1.  In order to scale, you have to be everywhere 2.  In order to scale, you have to do it all by yourself

Focus: 100% Reply Goal for Amazon Reviews on Core Product Amazon is Intuit Small Business team’s #1 social engagement priority.

Focus: Be Where Your Customers Spend Most of Their Time Largest small business community of thousands of “experts” helping small businesses with QuickBooks and business-‐related ques0ons.

Empower: Unleashing Employees on the Social Web Doubled employee engagement during busiest season helped team maintain high reply %, high resolu0on rate and improved code!

Empower: 1st Search Results for “QuickBooks” on YouTube As the Intuit team increased engagement, accountant and small business inﬂuencers emerged, making beFer content than we could.

Myth #4: You can’t connect social engagement with customers to business outcomes like sales.

The Measurement Challenge What Social Media What Business Teams Measure Units Measure Fans Revenue Followers Customers Liking Expenses Sharing Leads Re-‐twee0ng Sa0sfac0on The biggest challenge most social media teams have is making the connec(on between ac0vity and business outcomes.

Four Approaches to Making the Connection Social Media Business Impact Marke0ng Measures Ac0vity Measures Table-‐Stakes Sophis(cated 1.  Behavioral 3.  Testable 2.  Claimed 4.  Data Mining

1. Behavioral – I’ll Believe It When I See It Behavioral tac(c examples: •  Coupon codes speciﬁc to social media channels – Dell Outlet •  Social media URLs coded into web repor0ng suites – Intuit.com •  Upsell / Cross-‐Sell ads embedded in on-‐domain sites – Fixya, Intuit Why it works: It’s hard to argue with product adop0on When it doesn’t: •  Page level analy0cs are not available – Amazon reviews •  Social media is “part” of the purchase process but not last step •  Social media channels are not big enough to drive sta0s0cally signiﬁcant results

Behavioral Example – Campaign Dashboard 1 AFract New Users Week over Week Campaign to Date Week 39 Week 38 Index Total Product Adop0on XX,XXX X,XXX X,XXX 106 Three for Free XX,XXX X,XXX X,XXX 110 SS Downloads -‐ Ini0ated XX,XXX X,XXX X,XXX 120 IOP Trials XX,XXX X,XXX X,XXX 105 Intuit Websites Signups XX,XXX X,XXX X,XXX 105 Other Oﬀers XX,XXX X,XXX X,XXX 109 Visits 1,200,000 100,000 100,000 100 Conversion Rate XX%XX% XX% 105 2 Drive Higher Engagement Week over Campaign to Date Week 39 Week 38 Week Index New Registra0ons 1,664 148 47 315 Number of Ra0ngs 27,688 10,022 3,379 297 New Stories 1,929 193 69 280 Current Period 3 Increase Positive Sentiment •  500+ online mentions = 12% of all Intuit small business related posts •  Averages 10 posts/day •  In Twitter, 271 tweets with 66,971 followers •  In Blogosphere, 97 blog postings •  Sentiment is 90% positive

2. Claimed – I’ll Believe It When The Surveys Says It’s So Claimed tac(c examples: •  Exis0ng customer shop/buy/use research: Ask about impact of social media on process •  New study: Incorporate marke0ng mix methodology surveys into social media campaigns Why it works: •  When off-‐domain sites don’t provide the data •  When engagement is part of the process, not the final step When it doesn’t: •  The 0me lag and expense limit day-‐to-‐day use •  Effort sizes are too small to be picked up in panel research

Claimed Example: Impact of Amazon Reviews on Sales •  Online Engagement team objec(ve: 100% reply rate on Amazon reviews on QuickBooks Pro 2010 •  Problem: Right thing to do but impact unknown •  What We Did: Used data from three diﬀerent customer surveys to triangulate to impact of reviews. •  What We Learned: –  Online reviews have a double digit % impact on sales –  Mul0-‐million dollar sales impact on ﬁnancial soZware

3. Testable: I’ll Believe It When It’s Significant Testable tac0c examples: •  A/B test speciﬁc websites with engagement func0onality turned on & oﬀ to compare conversion, sales, bounce •  List test comparison between leads captured through online engagement and through tradi0onal methods •  Message test twiFer Web tes(ng poster child messages for reach, click-‐ thru and conversion

4. Data Mining: I’ll Believe It When I Regress It Data mining tac0c examples: •  Matching community proﬁle data to customer sales data and comparing to non-‐community customer sales •  Conduc0ng 0meframe analyses to understand which engagement events trigger which kinds of purchases •  Analyzing social survey and community verba0ms with customer sa0sfac0on measures to uncover real reasons for the sa0sfac0on scores

A Bonus. Myth #5: _______ owns social media.

We All Do! Big Thanks to the Intuit Team We couldn’t accomplish this work alone. Thanks to the below AND MANY MORE! •  Gretchen Harding •  Rachel Eure0g •  Laura MesserschmiF •  Sharna BrockeF •  LyneFe Liu •  Heather Mclellan •  Jeﬀ Young •  Tom Hanley •  Bryan Fouts •  Elvi Braun •  Jim Foxall •  Kang Chen •  Amy Kalm •  Paul Simmons •  Amy Thomas •  Bryan Lee •  Bruce Mar0n •  Seth Webster •  Stephen Coy •  Laurel Holman •  Iram Gonzalez •  Laura Uribarri •  Mary Winﬁeld •  Chris0ne Morrison •  Ed Matlack •  Chelsea Mar0

Kira Wampler @kirasw kira@antseyeview.com 650.380.8465 www.antseyeview.com

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The 4 myths of social media intuit case study for smb seattle 8.10.pptx

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