Turbo Tax & Social Media


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TurboTax and Social Media

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  • Targeting the right audience…Twitter…SS
  • Intuit is a very metrics-driven organization and this applies not just advertising and marketing, but also corporate communications where I work day-to-day. If you’re going to get senior leadership buy-in, you’ve gotta have the metrics - What you’re seeing here is our purchase funnel – this is the way we measure advertising and traditional marketing activities too. For positive associations with our brand name, we saw a 5 point lift among friends of those who participated. For purchase intent, we saw a 10 point lift among friends of those who participated. Again, by activating the power of recommendation (or what I’ve called “network effects”) we reached more than 1 million folks.
  • Turbo Tax & Social Media

    1. 1. TurboTax Social Media: Powered by The Customer
    2. 2. Scott Gulbransen/PR & Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com
    3. 3. Sexy??? 1 Sexy! Sexy!
    4. 4. Sexy??? 1 Hell no! @$#! No!
    5. 5. Customers Tell Our Story 2 OBJECTIVES <ul><li>Make our customers and prospects aware of our free online product </li></ul><ul><li>Get customers talking more about TurboTax and their experience </li></ul>Twitter Facebook YouTube Channels
    6. 6. Freeloader Nation 3 Campaign Ecosystem
    7. 7. Freeloader Nation 3 <ul><li>Become of a friend of MySpace Secret Shows and TurboTax and get notified of Secret Shows 48 hours in advance </li></ul><ul><li>Friends of Freeloader Nation get a chance for VIP access at each show </li></ul><ul><li>TurboTax will sponsor 5 shows in major cities nationwide from Jan-Mar </li></ul>How it worked Secret Show Integration <ul><li>Leverage Secret Shows (427K friends) to friend TurboTax </li></ul><ul><li>TurboTax MySpace Community page acts as Freeloader Nation hub </li></ul><ul><li>Tay Zonday as campaign host, conduct interviews, present at shows, promoted thru his network </li></ul><ul><li>PR integration in each of the 5 cities </li></ul>
    8. 8. Social Experiment: 4 <ul><li>Leverage the traffic and friends from: </li></ul><ul><li>MySpace </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>to engage with TurboTax to win amazing prizes for FREE utilizing an innovative contest concept that’s never been done before </li></ul>Create a conversation that connects the TurboTax brand to FREE Goal How
    9. 9. And the Winner is… 4 Campaign Exposure <ul><ul><li>Over 6000 entries </li></ul></ul><ul><ul><li>Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends </li></ul></ul><ul><ul><li>Campaign had a Click Thru Rate 5x higher than our average CTR for entire display campaign. </li></ul></ul><ul><ul><li>Average Entries per Respondent = 5 </li></ul></ul>And the winner of $10,000 is… @LuckyCat7 via Twitter: I like twitter because people can follow me ~ just don't follow me to the bank when i win the $25k from turbotax!
    10. 10. Targeting Twitter 4
    11. 11. Proof in the Pudding 5 Friends: ( +5 ) pts lift <ul><li>Friends: ( +10 ) pts lift </li></ul><ul><li>Increased brand equity and purchase intent among those who participated in the campaign </li></ul>Non-Exposed Friends Unaided Awareness Total Awareness Avg. Positive Attributes Purchase Intent Familiarity TurboTax Brand Image Attributes - Top Two Box Pt Diff. Is the easiest way to get the biggest refund +8 pts Is the easiest way to prepare my taxes +2 pts Does the work for me +1 pts Gets me the most deductions +6 pts Covers all my tax needs no matter what my situation +10 pts Is a good value for the money +13 pts Makes tax preparation easier than other brands of software - Is a brand I trust - Gives me confidence to do my own taxes +1 pts Is worth paying a higher price for given its superior features +10 pts Average Brand Image Attributes +5 pts
    12. 12. Scott Gulbransen TurboTax PR&Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com