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Christine Morrison at SBS2010

Christine Morrison at SBS2010



Christine Morrison's talk on Social Media Marketing at Intui from the Dachis Group Social Business Summit 2010.

Christine Morrison's talk on Social Media Marketing at Intui from the Dachis Group Social Business Summit 2010.



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  • Get more customers, expensive to lose them/get them backTime crunch: makes sense to enable customers to speak on our behalf (even the bad stuff is visible) – get out of the way to let our customers do it. Cutting through the noise/relevancy – ie reviewsInnovation (NBC, social as an asset)Leveraging natural human behavior to drive (reviews, celebrate when done, vocal when not happy, search
  • How and where they want to talk
  • And by the way, you can achieve it, no matter what category you’re in
  • Persuasion engine: we build the structure, customers provide the gasolineBased on natural human behaviorShare This – Edelman/provocative: 4x the engagement vs ads/friendcasting
  • Cut through the noise with RelevancyTesting with paid search, displayHere’s how we personalize
  • Interject ourselves using traditional marketing to enable engagement
  • 20MM users, Top SuperUser contributor:> 140 points> 48 K answered questions> 5 M views of his content
  • Last year 4 people, no biz process, reporting
  • Wait to see results – in partnership w/CoTweet to get features we need

Christine Morrison at SBS2010 Christine Morrison at SBS2010 Presentation Transcript

  • 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.
  • 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
  • Motivating superusers