Christine Morrison at SBS2010

Social Marketing at TurboTax
or “How I learned to stop worrying and love revenue”
Christine Morrison 3/10/2010

Who we are
A leading provider of business and financial management solutions

Social is part of our DNA
Intuit founder Scott Cook invented the ”follow me home”

Why do we do social?
Social creates a persuasion engine that allows us to acquire new customersandkeep the ones we’ve got

How are we engaging?

Takeaway #1
Give up the idea it’s not about the money.
It is about the money.
Buzz
Viral
Fans
Authenticity
Transparency

Success in new customer acquisition
“Friendcasting” = 4x engagement rates, 30% higher conversion rates,30% higher new customer mix than online advertising

Takeaway #2
Listen more than you talk

Lots of Noise
How do you cut through the clutter?

Making reviews relevant

Takeaway #3
Look for ways to replicate natural offline behavior in an online environment

Traditional online marketing gets a boost
SAAA – Social as an Asset

Success in retention
25k members, 30+ new features, engagement increases their NPS

Customers create scale

Takeaway #4
You can trust your customers to help
(if you treat them right)

Twitter challenges

Using Social to retain customers

Takeaway #5
Solve for customers, not platforms

APPENDIX

Motivating superusers

http://www.dachisgroup.com	165
http://staysmall.blogspot.com	82
http://www.socialmediabiz.com	20
http://www.slideshare.net	17
http://staysmall.blogspot.in	5
http://michaelbatistich.com	4
http://socialmediabiz.com	3
http://staysmall.blogspot.jp	3
http://staysmall.blogspot.com.au	2
http://staysmall.posterous.com	2
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Christine Morrison at SBS2010

by Dachis Group on Apr 13, 2010

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Christine Morrison at SBS2010 — Presentation Transcript