TurboTax Social Media:
Powered by The Customer
Proof in the Pudding
     Scott Gulbransen/PR & Social Media
                      @prgully

              Facebook.com/sc...
Sexy???




    Sexy!       Sexy!
            1
Sexy???




   Hell no!       @$#! No!
              1
Customers Tell Our Story

 ‣ Make our customers and prospects aware of
   our free online product

 ‣ Get customers talkin...
Freeloader Nation
 Campaign
 Ecosystem




                    3
Freeloader Nation



    How it worked                                 Secret Show Integration
• Become of a friend of MyS...
Social Experiment:
     Goal
  Create a conversation that
  connects the TurboTax brand
  to FREE



     How
  Leverage t...
And the Winner is…
   Campaign Exposure

  Over 6000 entries
                                         And the winner of $...
Targeting Twitter




                    4
Proof in the Pudding
                                         TurboTax Brand Image Attributes - Top Two Box               ...
Scott Gulbransen
      TurboTax PR&Social Media
                   @prgully

            Facebook.com/scottgulbransen

Per...
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BDI 1/13/10 Social Integration Conference - Intuit TurboTax Case Study

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Case Study: Harnessing the Power of 20 Million Customers

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BDI 1/13/10 Social Integration Conference - Intuit TurboTax Case Study

  1. TurboTax Social Media: Powered by The Customer
  2. Proof in the Pudding Scott Gulbransen/PR & Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com Social Media Blog: www.shamable.com GF Father: www.glutenfreefather.com 5
  3. Sexy??? Sexy! Sexy! 1
  4. Sexy??? Hell no! @$#! No! 1
  5. Customers Tell Our Story ‣ Make our customers and prospects aware of our free online product ‣ Get customers talking more about TurboTax and their experience OBJECTIVES Channels 2
  6. Freeloader Nation Campaign Ecosystem 3
  7. Freeloader Nation How it worked Secret Show Integration • Become of a friend of MySpace Secret • Leverage Secret Shows (427K friends) Shows and TurboTax and get notified of to friend TurboTax Secret Shows 48 hours in advance • TurboTax MySpace Community page • Friends of Freeloader Nation get a acts as Freeloader Nation hub chance for VIP access at each show • Tay Zonday as campaign host, conduct • TurboTax will sponsor 5 shows in major interviews, present at shows, promoted cities nationwide from Jan-Mar thru his network • PR integration in each of the 5 cities 3
  8. Social Experiment: Goal Create a conversation that connects the TurboTax brand to FREE How 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 4
  9. And the Winner is… Campaign Exposure  Over 6000 entries And the winner of $10,000 is… Through syndication across tens @LuckyCat7 via Twitter: of thousands of Friends & Followers, we reached over 1M I like twitter because people can Friends of Friends follow me ~ just don't follow me to Campaign had a Click Thru the bank when i win the $25k from Rate 5x higher than our turbotax! average CTR for entire display campaign. Average Entries per Respondent = 5 4
  10. Targeting Twitter 4
  11. Proof in the Pudding TurboTax Brand Image Attributes - Top Two Box Pt Diff. Is the easiest way to get the biggest refund +8 pts Unaided Awareness 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 Total Awareness 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 Familiarity Average Brand Image Attributes +5 pts • Increased brand equity and purchase intent among those who participated in the campaign Avg. Positive Attributes Friends: (+5) pts lift Purchase Intent • Friends: (+10) pts lift Non-Exposed Friends 5
  12. Scott Gulbransen TurboTax PR&Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com Social Media Blog: www.shamable.com GF Father: www.glutenfreefather.com

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