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TurboTax in Social TY 2009
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TurboTax in Social TY 2009

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Christine Morrison's deck for social media efforts at TurboTax in tax year 2009. This deck outlines Intuit/TurboTax's history in social and shows high level case studies for several of its current …

Christine Morrison's deck for social media efforts at TurboTax in tax year 2009. This deck outlines Intuit/TurboTax's history in social and shows high level case studies for several of its current efforts.

Published in Business , Technology
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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:> 140 points> 48 K answered questions> 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

Transcript

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