Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
@twtrcon#twtrcontwtrcon.comstats.twtrcon.com<br />
Thank You to Our Sponsors<br />OFFICIAL NETWORK SPONSOR<br />SPONSORS<br />BOOTSTRAP SPONSORS<br />
Follow Our Tweets<br />
Case Study Twitter and Advertising<br />Chelsea Marti, Manager of Social Media, TurboTax and Quicken, Intuit | @QuickenChe...
“Social”ism vs. Capitalism<br />The Convergence of Social Media, Communities and Technology<br />Twtrcon DC ‘09 –October 2...
TurboTax: The Power of 20 Million People<br />
Freeloader Nation – Campaign Ecosystem<br />One-Two Punch:<br />Make them aware of free<br />Get them talking about TurboT...
MySpace Secret Shows<br />Past Secret Shows Include:<br /><ul><li>Tenacious D
Maron 5
Lily Allen
The Killers
Method Man
James Blunt
Ice Cube
Gnarls Barkley
Upcoming SlideShare
Loading in …5
×

TWTRCON DC 09 Advertising Case Study: Intuit

1,751 views

Published on

TWTRCON DC 09 case study presentation by Chelsea Marti, Manager of Social Media, TurboTax and Quicken, Intuit (@QuickenChels)

  • Be the first to comment

TWTRCON DC 09 Advertising Case Study: Intuit

  1. 1. @twtrcon#twtrcontwtrcon.comstats.twtrcon.com<br />
  2. 2. Thank You to Our Sponsors<br />OFFICIAL NETWORK SPONSOR<br />SPONSORS<br />BOOTSTRAP SPONSORS<br />
  3. 3. Follow Our Tweets<br />
  4. 4. Case Study Twitter and Advertising<br />Chelsea Marti, Manager of Social Media, TurboTax and Quicken, Intuit | @QuickenChels<br />
  5. 5. “Social”ism vs. Capitalism<br />The Convergence of Social Media, Communities and Technology<br />Twtrcon DC ‘09 –October 22, 2009<br />Chelsea Marti, TurboTax Social Media<br />
  6. 6. TurboTax: The Power of 20 Million People<br />
  7. 7. Freeloader Nation – Campaign Ecosystem<br />One-Two Punch:<br />Make them aware of free<br />Get them talking about TurboTax<br />
  8. 8. MySpace Secret Shows<br />Past Secret Shows Include:<br /><ul><li>Tenacious D
  9. 9. Maron 5
  10. 10. Lily Allen
  11. 11. The Killers
  12. 12. Method Man
  13. 13. James Blunt
  14. 14. Ice Cube
  15. 15. Gnarls Barkley
  16. 16. Franz Ferdinand
  17. 17. NOFX
  18. 18. Offspring
  19. 19. The Cure
  20. 20. Ting Tings
  21. 21. All American Rejects
  22. 22. Neil Diamond</li></ul>How it Works<br /><ul><li>Become of a friend of MySpace Secret Shows and TurboTax and get notified of Secret Shows 48 hours in advance
  23. 23. Friends of Freeloader Nation get a chance for VIP access at each show
  24. 24. TurboTax will sponsor 5 shows in major cities nationwide from Jan-Mar</li></ul>Secret Shows Integration into Freeloader Nation<br /><ul><li>Leverage Secret Shows (427K friends) to friend TurboTax
  25. 25. TurboTax MySpace Community page acts as Freeloader Nation hub
  26. 26. Tay Zonday as campaign host will conduct interviews, be present at shows, and will promote thru his network
  27. 27. PR integration in each of the 5 cities</li></li></ul><li>SuperStatus Social Experiment: buy vs earned<br />Objective:<br />Create a conversation that connects the TurboTax brand to FREE<br />How:<br />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<br />
  28. 28. SuperStatus Challenge: Grand Prize<br />
  29. 29. SuperStatus Challenge:Twitter, Facebook or MySpace, your favorite & why?<br />And the winner of $10,000 is…<br />LuckyCat7 via Twitter:<br />i like twitter because people can follow me ~ just don&apos;t follow me to the bank when i win the $25k from turbotax!<br />Other great entries…<br />Facebook is the favorite, the mother of social media & TurboTax is that crazy aunt that buys you great gifts and slips you extra desserts.<br />Michelle prefers Facebook because her love for TurboTax can&apos;t be restrained to 140 characters; it needs to overflow like her TurboTax refund<br />Campaign Exposure:<br /><ul><li> >6000 entries
  30. 30. Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends</li></ul>Engagement:<br /><ul><li> Campaign had a Click Thru Rate 5 times higher than our average CTR for entire display campaign.
  31. 31. Average Entries per Respondent = 5</li></li></ul><li>Twitter & SS: Targeting the right audience<br />
  32. 32. 13<br />Super Status – A Social Experiment<br />Exposure:<br /><ul><li> Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends</li></ul>Engagement:<br /><ul><li> Campaign had a Click Thru Rate 5 times higher than our average CTR for entire display campaign.
  33. 33. Average Entries per Respondent = 5</li></li></ul><li>SuperStatus created Purchase Intent<br />PURCHASE FUNNEL<br />Unaided Awareness<br />Total Awareness<br />Familiarity<br /><ul><li> Increased brand equity and purchase intent among those who participated in the campaign</li></ul>Avg. Positive Attributes<br /><ul><li>Friends: (+5) pts lift</li></ul>Purchase Intent<br /><ul><li>Friends: (+10) pts lift</li></ul>Non-Exposed<br />Friends<br />14<br />Source: Marketing Evolution Custom Study<br />
  34. 34. @twtrcon#twtrcontwtrcon.comstats.twtrcon.com<br />

×