BlogWell San Diego Social Media Case Study: TurboTax, presented by Christine Morrison

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In her BlogWell San Diego case study presentation, "TurboTax and Social Media," TurboTax's Social Media Marketing Manager, Christine Morrison, covered how they're applying the fundamentals of word of mouth marketing to social media.

Christine shared how social media is helping them build a persuasion engine, how they're making user reviews more relevant, and how they're using Twitter for customer support.

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BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: gaspedal.com and socialmedia.org

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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
  • 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, display
  • Top SuperUser contributor:> 140 points> 48 K answered questions> 5 M views of his content
  • BlogWell San Diego Social Media Case Study: TurboTax, presented by Christine Morrison

    1. 1.
    2. 2. TurboTax in Social Media<br />BlogWell Case Study<br />
    3. 3. Who we are<br />A leading provider of business and financial management solutions<br />
    4. 4. Social is part of our DNA<br />Intuit founder Scott Cook invented the ”follow me home”<br />
    5. 5. Why do we do social?<br />Social media allows us to create a persuasion engine to acquire new customers and keep the ones we’ve got<br />
    6. 6. How are we engaging?<br />
    7. 7. Using social to acquire new customers<br />“Friendcasting” = 4x engagement rates and 30% higher conversion rates than banner advertising <br />
    8. 8. Using social to acquire new customers<br />
    9. 9. Using social to acquire new customers<br />
    10. 10. Using Social to retain customers<br />Super Users make it scalable: our top contributor answered 50K questions. 5MM people have viewed his content.<br />
    11. 11. Using Social to retain customers<br />
    12. 12. Using Social to retain customers<br />

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