Kira Wampler, former Group Marketing Manager of Online Engagement at Intuit tackles one of the biggest challenges for any Social Media team - making the connection between social activity and actual business performance. Where fans, followers, likes and shares may be appropriate for a company just starting out, companies further along in the journey are searching for ways to tie social engagement to business outcomes.
In this deck, Kira explains how Intuit was able to:
- Establish a baseline of customer experience;
- Integrate online and offline customer feedback to - identify opportunities for improvement;
- Apply four approaches to make the measurement connection between social media and actual business results;
- Improve customer sentiment by 30% in three months; and
- Reply to 100 percent of Amazon Quickbooks Pro 2010 reviews, which resulted in a double digit % increase on sales.
The 4 myths of social media intuit case study for smb seattle 8.10.pptx
1. The Four Myths of Social Media
Kira Wampler
Principal, Ant’s Eye View, formerly of Intuit
@kirasw
2. A long time ago, in a land far, far away…Intuit’s beginnings
3. Myth #1: Your ________ isn’t sexy enough to be talked
about.
4. 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!
5. 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.
6. 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.
7. 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)
8. Myth #2: All you have to do is listen to the conversation.
9. 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.
10. Do Something Part 1: Listening and Responding
Care
Feeding
Helpful engagement led to a 30 percentage point drop
(50% decrease) in negative sentiment.
11. 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.
12. 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.
13. Myth #3: You can’t efficiently scale social engagement
with customers online.
14. 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
15. Focus: 100% Reply Goal for Amazon Reviews on Core Product
Amazon
is
Intuit
Small
Business
team’s
#1
social
engagement
priority.
16. 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.
17. Empower: Unleashing Employees on the Social Web
Doubled
employee
engagement
during
busiest
season
helped
team
maintain
high
reply
%,
high
resolu0on
rate
and
improved
code!
18. 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.
19. Myth #4: You can’t connect social engagement with
customers to business outcomes like sales.
20. 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.
21. 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
22. 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
23. 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
24. 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
25. 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
26. 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
27. 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
29. 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
30. Kira Wampler
@kirasw
kira@antseyeview.com
650.380.8465
www.antseyeview.com