Case Study The Sweet Spot


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  • Each of the examples may solve a number of these customer problems, however we have placed the logos in the box which satisfies the primary customer problem.
  • 20M strong –they are already talking about you
  • Click on bottom left video (1 minute long) and if you have time bottom middle which is a really fun video from our second place winner that highlights TT and Quickbooks (fyi 25K grand prize winner is bottom right)
  • Click either video, they are both the same.
  • Innovation lives at the intersections
  • Case Study The Sweet Spot

    1. 1. CASE STUDY: The Sweet Spot: Where Social Media and Online Marketing Meet Seth Greenberg , Director, Online Advertising and Internet Media Intuit
    2. 2. The Sweet Spot: Where Social & Advertising Collide Conversational Marketing Summit – June 2 2009 Seth Greenberg – Director, Online Advertising & Internet Media
    3. 3. Intuit Company Information <ul><li>Founded in 1983 </li></ul><ul><li>Known for customer-centered design </li></ul><ul><li>FY 2008 revenue of $3.1 billion </li></ul><ul><li>Intuit is traded on the NASDAQ: INTU </li></ul><ul><li>Employs more than 8,000 people </li></ul><ul><li>Fortune Magazines “100 Best Companies to Work for” 7 consecutive years </li></ul>Who We Are… A leading provider of business and financial management solutions
    4. 4. Intuit Turns 25 – Social is in our DNA Wikipedia – Intuit History “ Intuit struggled financially until they found their formula, which revolved around direct marketing campaigns, favorable reviews in industry and consumer magazines and word of mouth from satisfied customers . Intuit's focus on usability and customer support in its early years was legendary”. It’s “ YoU ” and “ I ” connecting People
    5. 5. TurboTax: The Power of 20 Million People
    6. 6. Early Social Contests: TaxRap with Vanilla Ice Get It Back With TurboTax Big Dog Refund MC 9Lives Get Your Tax On It’s just a breeze G TurboTax Master 3M+ views; 900+ in-bound links; 700 Blogs; 20 TV clips; 950+ MySpace Friends, iTunes
    7. 7. Last Year’s Social: on Marketing Message TaxLaugh hosted by Jay Mohr >1M+ views; 1000 consumer blog posts promoting the contest. Winner opened for Jay at Improv On brand strategy
    8. 8. Experiment: Can we be overt in Social? “Ping Pong & Taxes Made Easy” <ul><li>Associates making very difficult things look easy </li></ul><ul><li>Highly rated, 4.5 stars, “in spite” of explicit brand integration </li></ul><ul><li>Over 500K video views </li></ul>
    9. 9. What have we learned thus far? <ul><li>What would we do differently? </li></ul><ul><li>What would we do more of? </li></ul><ul><li>Can we learn from the best wheel makers? </li></ul><ul><li>How do we plug in at the speed of social for impact? </li></ul><ul><ul><li>Skating towards the puck </li></ul></ul>
    10. 10. How we define “Social” <ul><li>Output </li></ul><ul><li>TurboTron on Portals </li></ul><ul><li>Live Community Display </li></ul><ul><li>Customer Reviews </li></ul>Live Community Super Status/ Twitter Ads Inner Circle Reviews YouTube Contests
    11. 11. SuperStatus Social Experiment: “buy vs earned” Contest Big Y: Create a conversation that connects the TurboTax brand to FREE How: Leverage the traffic and friends from MySpace, Facebook, and Twitter to engage with TurboTax to win amazing prizes for FREE utilizing an innovative contest concept that’s never been done before
    12. 12. FY09 – SuperStatus : 21 Contests in one campaign
    13. 13. Twitter & SS: Targeting the right audience
    14. 14. “ TurboTron” using Social in banner ads
    15. 15. “ Brandvertising” Leadership <ul><li>Another “First Ever” </li></ul><ul><li>Lead to hundreds of stories/ blogs/tweets </li></ul><ul><li>Line is blurred between Church & State </li></ul>5 Ways TurboTax Is Reinventing Tax Day With Social Media
    16. 16. Recognition Leads to New Opportunities
    17. 17. Thank you! <ul><li>Questions or Comments? </li></ul><ul><li>[email_address] </li></ul>