This presentation contains a conceptual overview of how we think about the opportunity to serve small business customers and our shareholders with social media marketing in Intuit's small business group, with a conceptual overview followed by specific examples of our small business blog and our Love a Local Business campaign. Jay Badenhope delivered this presentation at the B2B Social Media Summit organized by Useful Social Media in Philadelphia, PA, September 28-29, 2011.

1. Lead Generation: How to leverage social media to generate a constant stream of new clients September 2011 Jay Badenhope @jay_badenhope

2. Intuit Brand Overview 2

3. 3 Proven formula: lots of delighted customers… Improving 50M ~ Lives Help small businesses be 20% more profitable… Customers revenues ~20% of U.S. GDP, pay 1 in 12 American workers Help families put up to $1,000 back in their pockets… $550M in consumer savings identified to date Help people get the maximum tax refund… $33B in tax refunds,1 out of every 3 tax returns e-filed Improve FI profit per customer by 20%… IB customers equal to the 5th largest U.S. bank Help customers solve for important problems… Named to Forbes Most Innovative Companies List for 2011 3

4. Get and keep customers Grow Your Business Financial Management Manage finances Make and accept payments Payment Solutions Employee Management Hire, pay and retain employees Intuit’s Small Business Group & Offerings areorganized around our customers needs 4

5. Intuit = Small Business Success ~7M Intuit Small Business Customers #1 Market Position in 3 out of 4 Categories Intuit Competes in 93% of Small Businesses are Aware of Intuit QuickBooks* 50% of Accountants Use Intuit 5 *Intuit SBG Brand Tracker April 2011 aided awareness

6. Agenda Tactical Overhaul: How to make the move from push marketer to conversationalist Content is king: How to use content you produce to generate debate on social networks – and leads Start a Movement: How advocating for your customers can strengthen your brand and generate sales opportunities 6

8. Generating new conversations about your products

9. Enabling your advocates to generate conversations about your business, brand, and productsThe SBG Social team’s mission: Drive SBG growth by promoting value-added, online conversations with people who care about small business success.

13. By starting with content and experiences people want to share, our investments in social media marketing generate leads and sales. Social success principles: We’ll invest time and money towards growth – starting ‘top of the funnel’ Our message is small business success Our Call-To-Action is “please share” We earn shares with “share-worthy” content and experiences We distribute those shares by building and accessing a large, engaged, and relevant fan base to reach new-to-the-franchise small business owners We deliver a business benefit of getting others to market for Intuit with greater reach and trust 10 150x increase in reach Direct & indirect traffic Direct & indirect revenue

14. Agenda Tactical Overhaul: How to make the move from push marketer to conversationalist Content is king: How to use content you produce to generate debate on social networks – and leads Start a Movement: How advocating for your customers can strengthen your brand and generate sales opportunities 11

15. We host Intuit Small Business-branded content to encourage sharing on a site we manage and can monetize at blog.intuit.com. Integrated into Intuit.com using similar look and feel Clear name that reinforces Intuit Small Business Aligned main category names with customer-centric topics of our product groups Cross-promote content, generating more sharing Extended web experience to mobile apps Stories serve people who care about small business success with advocacy, empathy, and authority

16. We’ve taken inspiration from an internal partner’s success: the MintLife blog. Mint and third-party ads Name is evocative of a lifestyle magazine Category names align with product features Content is the hero, enhanced by pictures

17. And, like MintLife, our small business blog has prominent “Please Share” calls-to-action.

18. We use blog content to start conversations about small business in social networks. 15

19. We are creating more product-related content on product blogs, such as the GoPayment blog, to start product conversations. 16

20. Agenda Tactical Overhaul: How to make the move from push marketer to conversationalist Content is king: How to use content you produce to generate debate on social networks – and leads Start a Movement: How advocating for your customers can strengthen your brand and generate sales opportunities 17

21. In April, we held a UK advocacy event called “SmallBizMatters”. 18 Objective: Using the SmallBizMatters event, create buzz via Social Media for the QuickBooks Online UK launch and build brand awareness of Intuit with positive word of mouth Activity: Offer free crepes and a chance to win prizes in exchange for people talking on Facebook and Twitter about why British small businesses matter to them

22. The Intuit UK Team Celebrates a Successful Launch! 19

23. In the US, we have a small business advocacy campaign called “Love A Local Business”. 20

24. Background: What is LALB? How does it work? What: Driverevenue through positive awareness, impressions, and traffic How: Run a virally-optimized grant competition for small businesses Optimized for virality: Nomination Website: Winner’s Playbook enables extensive sharing Our Love A Local Business Campaign shows Intuit’s commitment to SBOs

25. Love a Local Business is a source of positive social content as we announce new winners each month. 22

26. And we use that content to engage our fans on social channels. 23

27. Love a Local Business is good for Intuit’s business. We are beating our goals for: Virality Click through rates Conversion 24 Our test and learn approach has enabled a data-based set of learnings that inform our recommendations

29. Virality on Facebook specifically drives the campaign

30. Nominations are leads for Intuit AND increase viralityLearning: The campaign is extremely viral. If we promote the campaign, the virality will take off!

31. Love a Local Business: Click through rates Test Results: Banner Ads Targeting SBOs: Flash Banner Ad Targeting “Fans” Our clickthrough rate shows we can also get fans to participate! Click through rate for SBOs is 4X industry standard Message: Intuit is helping small businesses to hire and generate local jobs in this economy Learning: Hiring message is very relevant to communities in this economy and shows potential for a larger campaign

32. Love a Local Business: Conversion Payroll Lead Nurture Test: Offer rich content to capture leads Results: LALB leads convert at 3x the rate of existing customer cross-sell campaigns Secondary revenue stream: Traffic to product pages Learning: This campaign shows promise for paying out, if we use virality to amplify our marketing spend. 27

33. In May, we announced $1 million in Love a Local Business grants over 12 months. 28 Intuit loves local businesses Early Results: Significant increase in traffic and leads with an advocacy message that remains relevant to our audience.

34. Key Takeaways Tactical Overhaul: Find ways to start conversations that add value for your audience and align with your strategic goals. Content is king: Create content that your audience finds worthy and easy to share. Start a Movement: Advocate for your customers and make them the hero. 29

35. Thank you!Let’s continue the conversation. 30 Follow Intuit: Blog: http://blog.intuit.com facebook.com/intuit @intuit Contact me – we’re hiring! Twitter: @jay_badenhope Google+: +Jay Badenhope