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

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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
  • Seth Greenberg TurboTax ANA Masters of Marketing 2010 Presentation

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