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Seth Greenberg TurboTax ANA Masters of Marketing 2010 Presentation

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This is a copy of my presentation at the 2010 ANA Masters of Marketing in Orlando Florida on October 16th, 2010

This is a copy of my presentation at the 2010 ANA Masters of Marketing in Orlando Florida on October 16th, 2010

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  • The combination of our mission, our values , our two core capabilities and our commitment to True North outcomes…Are more than just Power Point slides…they have produced a strong and growing company that over 27 years has made a significant impact on our employees’, our customers’ , and our shareholders’ lives…For employees…we have been ranked for 7 years as one of the most admired SW companies in the world…ranking as #1 for 5 of those years…Our engagement scores are near best in class levels…And we have in the running to be ranked among the 100 best places to work for the 10th year in a row…
  • How and where they want to talk
  • 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
  • And by the way, you can achieve it, no matter what category you’re in
  • Cut through the noise with RelevancyTesting with paid search, displayHere’s how we personalize
  • Interject ourselves using traditional marketing to enable engagement
  • Transcript

    • 1. The $ocial rEvolution at TurboTax
      “Friendcasting” in the age of media anarchy
      Seth Greenberg, VP Global Media & Digital Marketing @SethG
    • 2. Who we are
      A leading provider of business and financial management solutions
    • 3. Proven formula: lots of delighted customers…
      >20M TurboTax Users
      7M Small Business Users
      15M Quicken/Mint
      Consumer Users
      250K Accountants
      1,600 Financial Institutions Serving
      9M End-customers
      Our Customers
      Improving
      50M
      Lives
      Our Mission: To be apremier innovative growth company that improves our customers’ financial lives so profoundly…they can’t imagine going back to the old way
      Based on Intuit estimates
    • 4. Enabled by talented & engaged employees
      4
      Most Admired: Software Industry
      Strong Employee Engagement
      7 Years in a row
      Best in Class = > 93%
      2004 2005 2006 2007 2008 2009
      Best in Class = > 84%
      World’s Most Admired Companies
      Fortune Top 100 Places to Work
    • 5. #1
      #1
      #1
      #1
      #1
      Personal Financial Management
      Consumer Tax Prep
      Small Business Financial Management
      With Accountants
      Online banking for
      Mid-sized financial institutions
      Leaders in all of our markets
    • 6. Advertising Challenge: Navigating through a Complex Ecosystem to Achieve Great Outcomes
    • 7. Integrated Marketing Eco-System
    • 8. Organizing for Integration
      Offline
      Objectives
      Online Objectives
      Offline
      Plan
      Online
      Plan
      New Approach
      Old Approach
      Integrated Principles
      Offline
      Objectives
      Online
      Objectives
      Offline
      Media
      Plan
      Online
      Media
      Plan
    • 9. First Time Customers
      Q: To the best of your knowledge, how did you first learn about TurboTax?
      Source: Customer Survey
      FFA Excluded
      Source: 2010 TurboTax customer survey
    • 10. FY10
      Learnings from a Brief History
      of our Social Media Universe…
      Orbiting around our product
      Ft. Vanilla Ice
      Incented Updates
      Ping Pong and TaxesA Guerilla Mktg Experiment
      The Tax Laughwith Jay Mohr
    • 11. Social “ME”diaA key piece of our communication strategy
    • 12. Why do we do social?
      Can be an influential persuasion engine by empowering our customersto be our best sales force
    • 13. But There is a Lot of Noise
      So How do you cut through the clutter?
    • 14. Friendcasting: TurboTax Social MEdia Big Bets
      Facebook Share – Customerspublish moments of delight to their newsfeed
      Objective: Promoting TurboTax through “Friendcasting” will help drive sales via WOM and trusted networks.
      2. “FriendsLikeYou.com” Reviews -Connect people to reviews written by “people like you” and/or their actual friends
      Objective: Innovate new ways and places to read and personalize customer reviews to drive sales
    • 15. Big Bet #1: Publish to Facebook Newsfeed
      Hypothesis
      Enabling our customers to becoming a WOM Army through “Friendcasting” will drive sales
      15
      15
    • 16. Learnings: The Social Conversion Funnel
      Example #s(not actual)
      Inside TurboTax Product Experience
      1. Customers Exposed in product to FB Share
      1. Customers who actually Share or “Like”
      2. Friends who receive messages in newsfeed
      2. Those who Click to site
      2a. Friends who commented
      3. Friends who Purchase
      • Consider: Proper attribution of influence to exposed but didn’t click
      • 17. Comparison to other marketing vehicles (cost efficiency, effectiveness)
      1
      10M
      100K
      Facebook Newsfeed
      15M
      2
      500K
      2M
      100K
      Friend’s FB News Feed
      2a
      Friendcasting = No Media Costs!
      4x Display Avg CTR
      +30% Conversion rates
      +79% New customers
    • 18. Debunking common Myths and Excuses
      Social can be measurable. It is about the driving revenue and impact.
      Buzz
      Viral
      Friendcasting
      Fans
      Authenticity
      Transparency
      Friendcasting:
      4x Display Avg CTR
      +30% Conversion rates
      +79% New customers
    • 19. Big Bet #2: Making 100K reviews relevant. Extremely so.
      Hypothesis:
      Making reviews extremely relevant will drive higher conversion
      Success Metrics
      • “Social as an Asset”: A/B Tests to prove that customer ratings and reviews can drive incremental revenue
      Testing included
      • Homepage Tests
      • 20. Display banner tests
      • 21. Landing Page tests
      • 22. Microsite
      • 23. SEO Ranking #1 for “TurboTax Reviews”
      • 24. High CTR
      • 25. More tests in the hopper
    • Key Learning:
      Don’t sit on your ASSets…
      Distribute the Goodness!
    • 26. Mashup: Advertising meets Social
      NYTimes Example
    • 27. Contextually Relevant Banner Ads (for good, not evil)
    • 28. Cross Platform Social Integration: Innovative Campaign with NBCU
      GPS & Friends Like You Campaign
      NBC Talent in Custom Vignettes Driving Online
      FriendsLikeYou.com
      TurboTax makes it easy to
      get your Maximum Refund
      10 CUSTOM TV SPOTS ACROSS NBCU’S MOST POWERFUL PROPERTIES AND PLATFORMS….PRIMETIME AIRINGS
    • 29. Integration – Offline Driving to Online
      ABC Jimmy Kimmel
      Prime Time
      Online Driver
      Backstage @ the Grammys
    • 30. Learning: Social Campaigns Recruit Great Talent
      TheCoolestJobatIntuit.com
      • 175 Resumes
      • 31. Turning the tables on hiring process
      • 32. Glamour Magazine Featured Article
      • 33. 2 cyberstalkers
      • 34. www.TheCoolestEmployee.com
      • 35. www.TheCoolerEmployee.com
      5 Tips for hiring success:
      1. Treat it like a marketing campaign, be creative and break through the clutter, Vanity URLs, tap your own social network and be wherever appropriate and unique that targets the best prospects
      2. Hiring Managers own the outcome. Lead the process, pre-screen resumes, continue to optimize the “campaign”
      3. Be proactive with your recruiter. Make this event (from conception through offer) one of your top 3 priorities each day
      4. Partner up with your recruiter, stay connected every day (show appreciation for what they do)
      5. This is the one time where the lower the conversion rate, the better
    • 36. Thank You and congrats ANA on the big 100!
      Seth Greenberg
      Vice President, Global Media & Digital Marketing
      Intuit, Inc
      Twitter: @sethg