BDI 9/16/09 B2B Social Communications Case Studies - Intuit

Elevating the Conversation – Small Business United Kira Wampler, Social Media Marketing Leader, Small Business Group kira_wampler@intuit.com; follow me on Twitter @kirasw

We faced two key challenges
Intuit as the company’s small business brand was brand new
Accounting is Intuit’s flagship business but not a highly discussed topic among small business owners

The solution – elevate the conversation Helping small business owners achieve success while delivering new user growth for, brand engagement with & positive talk online about Intuit Bloggers Social Media

Key elements of Small Business United
Launched with a video of real small business owners (and real customers too)
Provided a full suite of free small business products
Held a competition for over $300K in small business grants
Donated to several small business organizations

Grant competition makes the small business owner the hero, not Intuit
Nearly 2000 text-based, inspiring, useful and funny stories from real small businesses
Every story included a tip that others can learn from
Helps small businesses get visibility for their businesses whether or not they win
50 finalists provided emotional, powerful, and creative video entries for the final phase of voting

Elevating the conversation is good for the bottom line We elevated the conversation to small business success
1.3MM visits
~2000 stories, 30,000 ratings
Conversion rate on par w/transaction sites
Over 400MM PR impressions
12% of total talk about Intuit, 90% positive
And, we delivered significant business results

Thank you & Q&A

http://socialmediab2b.com	266
http://www.thejargroup.com	16
http://www.slideshare.net	8
http://somepalvelumme.wikispaces.com	2
http://demo13.ifaline.com	1

BDI 9/16/09 B2B Social Communications Case Studies - Intuit

by Business Development Institute on Sep 18, 2009

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BDI 9/16/09 B2B Social Communications Case Studies - Intuit — Presentation Transcript