Social Marketing at TurboTax<br />or “How I learned to stop worrying and love revenue”<br />Christine Morrison  3/10/2010<...
Who we are<br />A leading provider of business and financial management solutions<br />
Social is part of our DNA<br />Intuit founder Scott Cook invented the ”follow me home”<br />
Why do we do social?<br />Social creates a persuasion engine that allows us to acquire new customersandkeep the ones we’ve...
How are we engaging?<br />
Takeaway #1<br />Give up the idea it’s not about the money. <br />It is about the money.<br />Buzz<br />Viral<br />Fans<br...
Success in new customer acquisition<br />“Friendcasting” = 4x engagement rates, 30% higher conversion rates,30% higher new...
Takeaway #2<br />Listen more than you talk<br />
Lots of Noise<br />How do you cut through the clutter?<br />
Making reviews relevant<br />
Takeaway #3<br />Look for ways to replicate natural offline behavior in an online environment<br />
Traditional online marketing gets a boost<br />SAAA – Social as an Asset<br />
Success in retention<br />25k members, 30+ new features, engagement increases their NPS<br />
Customers create scale<br />
Takeaway #4<br />You can trust your customers to help <br />(if you treat them right)<br />
Twitter challenges<br />
Using Social to retain customers<br />
Takeaway #5<br />Solve for customers, not platforms<br />
APPENDIX<br />
Motivating superusers<br />
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Christine Morrison at SBS2010

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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:&gt; 140 points&gt; 48 K answered questions&gt; 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

    1. 1. Social Marketing at TurboTax<br />or “How I learned to stop worrying and love revenue”<br />Christine Morrison 3/10/2010<br />
    2. 2. Who we are<br />A leading provider of business and financial management solutions<br />
    3. 3. Social is part of our DNA<br />Intuit founder Scott Cook invented the ”follow me home”<br />
    4. 4. Why do we do social?<br />Social creates a persuasion engine that allows us to acquire new customersandkeep the ones we’ve got<br />
    5. 5. How are we engaging?<br />
    6. 6. Takeaway #1<br />Give up the idea it’s not about the money. <br />It is about the money.<br />Buzz<br />Viral<br />Fans<br />Authenticity<br />Transparency <br />
    7. 7. Success in new customer acquisition<br />“Friendcasting” = 4x engagement rates, 30% higher conversion rates,30% higher new customer mix than online advertising <br />
    8. 8. Takeaway #2<br />Listen more than you talk<br />
    9. 9. Lots of Noise<br />How do you cut through the clutter?<br />
    10. 10. Making reviews relevant<br />
    11. 11. Takeaway #3<br />Look for ways to replicate natural offline behavior in an online environment<br />
    12. 12. Traditional online marketing gets a boost<br />SAAA – Social as an Asset<br />
    13. 13. Success in retention<br />25k members, 30+ new features, engagement increases their NPS<br />
    14. 14. Customers create scale<br />
    15. 15. Takeaway #4<br />You can trust your customers to help <br />(if you treat them right)<br />
    16. 16. Twitter challenges<br />
    17. 17. Using Social to retain customers<br />
    18. 18. Takeaway #5<br />Solve for customers, not platforms<br />
    19. 19. APPENDIX<br />
    20. 20. Motivating superusers<br />

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