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Inside Intuit: Shifting to a Social First Mindset

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Presented at Social Fresh WEST 2012, this presentation will share how the Intuit is enhancing their systems, skills, structures and strategy to accelerate social growth. The discussion includes specific case studies for: Maximizing ROI thru measurement, Injecting social DNA into products, Building end-to-end content plans and Getting credit for innovation

Published in: Business
  • Interesting... Just forgot one important piece -- you've got to have a great product. Intuit has lost their way in product development. Quicken 2013 doesn't even qualify as a beta product.
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Inside Intuit: Shifting to a Social First Mindset

  1. #InsideIntuit @adriandparker
  2. How My Wife Cooks Dinner1) Decide on the menu2) Select accompanying recipe3) Gather ingredients4) Prep items and cooking area5) Cook6) Serve
  3. How My Wife Cooks Dinner Predetermined goal 1) Decide on the menu Predictive performance 2) Select accompanying recipe Set tools & resources 3) Gather ingredients 4) Prep items andEstablished process cooking area 5) Cook Efficient results 6) Serve Delighted end users Procedural Planning Approach1 2 3 4 5 6
  4. How I Cook Dinner1) Explore the kitchen2) Assess available ingredients3) Propose possible menu4) Feedback5) Cook & sample6) Feedback7) Serve8) Feedback9) Craft recipe
  5. How I Cook Dinner Ambiguous challenge 1) Explore the kitchen Unproven tools 2) Assess available ingredients 3) Propose possible Learn & improvise menu 4) Feedback Embrace surprises 5) Cook & sample Interaction 6) Feedback Embrace errors 7) Serve Iterate 8) Feedback Embrace change 9) Craft recipe Generate solutions Iterative Planning Approach 2 3 4 7 91 2 3 4 5 2 3 4 6 8
  6. A social first mindset isn’t briefed, it’sdiscovered.So how do we change our mindset? Here’s a look at some notable brands we canlearn from…
  7. Our Journey TodayProgress over perfection1. Keep pen & paper handy2. Have fun3. Learn to unlearn4. Deck available via SlideShare Tweeting encouraged Share your thoughts & join the conversation! #InsideIntuit @adriandparker
  8. POP QUIZ#InsideIntuit @adriandparker
  9. Question #1Do you or this statement? All social has a ROI#InsideIntuit @adriandparker
  10. Measuring ROI 3 Dimensions of Return On ImpactSTRATEGIC INNOVATION FINANCIALDrive the company vision Ignite ideas & learning Maximize high ROI tactics•NPS •Media coverage •Revenue/Conversion•Sentiment •Intent to purchase •Leads per $ spent•Mentions •Virality/Resonance •Customer Loyalty/LTV•Share of Voice •Consumer Insights •Cost Avoidance #InsideIntuit @adriandparker
  11. CASE STUDY Promoting Intuit Tax Online CHALLENGE HYPOTHESIS TACTICSNew cloud-based tax By focusing all social channels •Integrated online campaignsoftware, Intuit Tax on a singular theme and •Tradeshow eventOnline, has relatively low creating an online event for •Social channel takeoverawareness in emerging SaaS software, we can increasecategory. SOV 50%. •SOV increased 3X in 4 days OUTCOMES •Tax Online trials increased 24% and registrations 18% #InsideIntuit @adriandparker
  12. Question #2 23 Why do customers your content or talk about your product?#InsideIntuit @adriandparker
  13. Sharable Content Isn’t An Accident 4 Motivations To Design for Delight #1 Product Involvement “The product exceeded my expectations” #2 Self Involvement 20% 34% “I want to show I know a lot about the product” 21% #3 Other Involvement “I want to help others make good decisions” 25% #4 Message Involvement “The content is so humorous or informative that it deserves sharing”SOURCE: Ernest Dichter “How Word of Mouth Marketing Works” 1966 #InsideIntuit @adriandparker
  14. Sharable Content Isn’t An Accident 4 Motivations To The Who, How Design for Delight #1 Product Involvement & Why of Word exceeded my expectations” “The product #2 Self Involvement 20% of Mouth “I want to show I know a lot about the 34% product” Ernest Dichter, 1966 21% #3 Other Involvement “I want to help others make good decisions” 25% #4 Message Involvement “The content is so humorous or informative that it deserves sharing”SOURCE: Ernest Dichter “How Word of Mouth Marketing Works” 1966 #InsideIntuit @adriandparker
  15. Focus On Consumer Needs Not Brand Wants Delight Customers Thru Innovation Design for DelightKnow them &exceed their Think big andexpectations evaluate hard Spend more time talking to them than talking about them #InsideIntuit @adriandparker
  16. CASE STUDY Off-Peak Content Engagement CHALLENGE HYPOTHESIS TACTICSDuring tax season Tax Simple messages of humor and •Source UGCProfessionals are hard to appreciation combined with •Create cartoon contentreach and engagement clear calls-to-action will ignite •Encourage sharing/spreadrequires a different Tax chatter.approach. •Facebook engagement increased 10X OUTCOMES #InsideIntuit @adriandparker
  17. Question #3List 3 brands that you , , , , , or to.#InsideIntuit @adriandparker
  18. Think Like A ConsumerThey , , , , , and for thesame reasons we do.Why they actually engage: Why brands think they engage:1. Discount 61% 1. Learn New Products 73%2. Purchase 55% 2. General Info 71%3. Reviews/Ranking 53% 3. Submit Opinion 69%4. General Info 53% 4. Exclusive Info 68%5. Exclusive Info 52% 5. Reviews/Rankings 67%Source: Harvard Business Review May 2012 – To Keep Your Customers Keep It Simple #InsideIntuit @adriandparker
  19. Think About Conversations Strategically GOAL: Enterprise-wide priorities Share of Voice GOAL: Awareness & Acquisition GOAL: Communities & Connections May June July Aug Sept Oct Nov #InsideIntuit @adriandparker
  20. Question #4If you could choose anyone in the world topromote your brand, who would it be?#InsideIntuit#InsideIntuit @adriandparker
  21. Our Biggest ChallengeCONSUMERSTRUSTTHESE FORMS OFMARKETING:1 Personal Referrals 90%2 Blogs/Forums 70%3 Brand Websites 70%4 Editorial Content 69%5 Brand Sponsorships 65%6 Television 62%Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ #InsideIntuit @adriandparker
  22. Our Biggest Challenge BRANDS INVEST IN THESE FORMS OF MARKETING: 1 Circular 2 Television 3 Direct Mail 4 Search 5 Email 6 RadioSource: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ #InsideIntuit @adriandparker
  23. Our Biggest Challenge BRANDS INVEST Awareness MARKETING: IN THESE FORMS OF 1 Circular 2 Television 3 Direct Mail Trust 4 Search 5 Email 6 RadioSource: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ #InsideIntuit @adriandparker
  24. Fishing For Influence Social Broadcasters Bait: Access & Info Mass Influencers Bait: Content/Innovation Potential Influencers Bait: Shareable Content #InsideIntuit @adriandparker
  25. CASE STUDY Social Service in Action CHALLENGE HYPOTHESIS TACTICSCustomers engage across a If marketing partners with Sales •Dedicated Social Managersnumber of different channels & Support to filter, escalate and •Closer partnership with S3to find solutions for APD acknowledge customers across •Always-on social presencesoftware and they expect multiple channels, we can buildsupport on their terms. promoters. •Converted detractors into promoters. OUTCOMES •Drove 40% of web revenue during promo period. #InsideIntuit @adriandparker
  26. Question #5Who is the Head of Social Mediafor your company? ? Customer#InsideIntuit @adriandparker
  27. Organizing Around The Work Structure STRATEGY Skills Systems COMPANY CULTURE #InsideIntuit @adriandparker
  28. Building Your BlueprintINTUIT Employees Customer Shareholder Social, Mobile & Global DIVISION STRATEGY Social Center of Excellence Grow Tax Measurement Sales Support PR Toolkit Lead Gen & Community & Media, Promoters, C Grow Acquisition Customers ommunity Accounting Charter Governance Penetrate Base Roadmap Social/Mobile Mktg Education Research Content & Accelerate Influencers Community Owned Assets Tech Small Biz Vendors ecosystem #InsideIntuit @adriandparker
  29. Building Your BlueprintINTUIT Employees Customer Shareholder Social, Mobile & Global DIVISION STRATEGY Social Center of Excellence Social Vision Grow Tax Measurement Sales Support PR Toolkit Lead Gen & Community & Media, Promoters, C Grow Acquisition Customers ommunity Accounting Charter Governance Penetrate Base Roadmap Social/Mobile Mktg Education Accelerate Research Marketing Strategy Content & Tech Influencers Community Owned Assets Small Biz Vendors ecosystem #InsideIntuit @adriandparker
  30. Plan Across Multiple Horizons 2011 2012 2013 2014 Learning & Channel Center of Customer-Centric Development Marketing Excellence Marketing Ancillary Function & Manage Creative, Multichannel Customer Alignment and X-Biz Specialized Execution Communities & Engagement Consultants & Enablers Integration Decentralized Coordinated Hub & Spoke HolisticSOURCE: Altimeter Group #InsideIntuit @adriandparker
  31. Plan Across Multiple Horizons Sales & Support •Social Ambassadors •Empowered Staff 2011 2012 2013 2014 Product •Training Owned Assets •Optimize experience •Integrated Creative Learning Loop •Feedback & Channel Center of Customer-Centric •Shared Resources Development •Social Integration Marketing Excellence Marketing Ancillary Function & Manage Creative, Multichannel Customer Alignment and X-Biz Specialized Execution Communities & Engagement Consultants & Enablers Integration CUSTOMER Promoters Community •Users Helping Users •Media Coverage •Dedicated Resources •Ambassadors •Disruptive Promotions •Thought Leadership •Own The Conversation •Integrated Events Content Decentralized Coordinated Hub & Spoke Holistic •Quality Video •Mobile-enabled •Simple •Consumer & Biz GeneratedSOURCE: Altimeter Group #InsideIntuit @adriandparker
  32. “#InsideIntuit @adriandparker Scott Cook
  33. Social Library Strategy Business #InsideIntuit @adriandparker
  34. Thank You. Let’s Stay Connected. @adriandparker youtube.com/adriandparker facebook.com/adriandparker foursquare.com/adriandparker adriandparker.com slideshare.net/adriandparker linkedin.com/in/adriandparker adriandparker Adrian Parker pinterest.com/adriandparker #InsideIntuit @adriandparker

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