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