Lead Generation: How to leverage social media to generate a constant stream of new clients

2,516 views

Published on

This presentation contains a conceptual overview of how we think about the opportunity to serve small business customers and our shareholders with social media marketing in Intuit's small business group, with a conceptual overview followed by specific examples of our small business blog and our Love a Local Business campaign.

Jay Badenhope delivered this presentation at the B2B Social Media Summit organized by Useful Social Media in Philadelphia, PA, September 28-29, 2011.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,516
On SlideShare
0
From Embeds
0
Number of Embeds
529
Actions
Shares
0
Downloads
6
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Laura
  • Lead Generation: How to leverage social media to generate a constant stream of new clients

    1. 1. Lead Generation: How to leverage social media to generate a constant stream of new clients<br />September 2011<br />Jay Badenhope<br />@jay_badenhope<br />
    2. 2. Intuit Brand Overview<br />2<br />
    3. 3. 3<br />Proven formula: lots of delighted customers…<br />Improving<br />50M<br />~<br />Lives<br />Help small businesses be 20% more profitable… Customers revenues ~20% of U.S. GDP, pay 1 in 12 American workers<br />Help families put up to $1,000 back in their pockets… $550M in consumer savings identified to date<br />Help people get the maximum tax refund… $33B in tax refunds,1 out of every 3 tax returns e-filed<br />Improve FI profit per customer by 20%… IB customers equal to the 5th largest U.S. bank <br />Help customers solve for important problems…<br />Named to Forbes Most Innovative Companies List for 2011<br />3<br />
    4. 4. Get and keep customers<br />Grow Your Business<br />Financial Management<br />Manage finances<br />Make and accept payments<br />Payment Solutions<br />Employee Management<br />Hire, pay and retain employees<br />Intuit’s Small Business Group & Offerings areorganized around our customers needs<br />4<br />
    5. 5. Intuit = Small Business Success<br />~7M Intuit<br />Small Business<br />Customers<br />#1 Market Position <br />in 3 out of 4 <br />Categories Intuit <br />Competes in<br />93% of Small<br />Businesses are <br />Aware of Intuit<br /> QuickBooks* <br />50% of Accountants<br />Use Intuit <br />5<br />*Intuit SBG Brand Tracker April 2011 aided awareness<br />
    6. 6. Agenda<br />Tactical Overhaul: How to make the move from push marketer to conversationalist<br />Content is king: How to use content you produce to generate debate on social networks – and leads<br />Start a Movement: How advocating for your customers can strengthen your brand and generate sales opportunities<br />6<br />
    7. 7. What is Social Marketing?<br />7<br />Social Marketing is:<br />Inspiring other people to market for you through social media.<br />It involves:<br /><ul><li>Influencing conversations that are already happening about your products
    8. 8. Generating new conversations about your products
    9. 9. Enabling your advocates to generate conversations about your business, brand, and products</li></ul>The SBG Social team’s mission: Drive SBG growth by promoting value-added, online conversations with people who care about small business success.<br />
    10. 10. Social media has changed our customers’ online behavior.<br />People spend more time on social networking sites than any other online activity<br /><ul><li>Facebook has 800 million users and has surpassed Google for weekly traffic in the US
    11. 11. Information is shared and great products are recommended</li></ul>Social networking sites drive more traffic than Google:<br /><ul><li>People trust peer recommendations more than paid ads
    12. 12. We no longer search for news or products; they find us</li></li></ul><li>Our customers are making purchasing decisions in new ways.<br />Skipping traditional marketing<br />Using online reviews<br />Using friend’s recommendations<br />
    13. 13. By starting with content and experiences people want to share, our investments in social media marketing generate leads and sales.<br />Social success principles:<br />We’ll invest time and money towards growth – starting ‘top of the funnel’<br />Our message is small business success <br />Our Call-To-Action is “please share”<br />We earn shares with “share-worthy” content and experiences<br />We distribute those shares by building and accessing a large, engaged, and relevant fan base to reach new-to-the-franchise small business owners<br />We deliver a business benefit of getting others to market for Intuit with greater reach and trust<br />10<br />150x increase in reach<br />Direct & indirect traffic<br />Direct & indirect revenue<br />
    14. 14. Agenda<br />Tactical Overhaul: How to make the move from push marketer to conversationalist<br />Content is king: How to use content you produce to generate debate on social networks – and leads<br />Start a Movement: How advocating for your customers can strengthen your brand and generate sales opportunities<br />11<br />
    15. 15. We host Intuit Small Business-branded content to encourage sharing on a site we manage and can monetize at blog.intuit.com.<br />Integrated into Intuit.com using similar look and feel<br />Clear name that reinforces Intuit Small Business<br />Aligned main category names with customer-centric topics of our product groups<br />Cross-promote content, generating more sharing<br />Extended web experience to mobile apps<br />Stories serve people who care about small business success with advocacy, empathy, and authority<br />
    16. 16. We’ve taken inspiration from an internal partner’s success: the MintLife blog.<br />Mint and third-party ads<br />Name is evocative of a lifestyle magazine<br />Category names align with product features<br />Content is the hero, enhanced by pictures<br />
    17. 17. And, like MintLife, our small business blog has prominent “Please Share” calls-to-action.<br />
    18. 18. We use blog content to start conversations about small business in social networks.<br />15<br />
    19. 19. We are creating more product-related content on product blogs, such as the GoPayment blog, to start product conversations.<br />16<br />
    20. 20. Agenda<br />Tactical Overhaul: How to make the move from push marketer to conversationalist<br />Content is king: How to use content you produce to generate debate on social networks – and leads<br />Start a Movement: How advocating for your customers can strengthen your brand and generate sales opportunities<br />17<br />
    21. 21. In April, we held a UK advocacy event called “SmallBizMatters”.<br />18<br />Objective: Using the SmallBizMatters event, create buzz via Social Media for the QuickBooks Online UK launch and build brand awareness of Intuit with positive word of mouth<br />Activity: Offer free crepes and a chance to win prizes in exchange for people talking on Facebook and Twitter about why British small businesses matter to them<br />
    22. 22. The Intuit UK Team Celebrates a Successful Launch!<br />19<br />
    23. 23. In the US, we have a small business advocacy campaign called “Love A Local Business”.<br />20<br />
    24. 24. Background: What is LALB? How does it work?<br />What: Driverevenue through positive awareness, impressions, and traffic<br />How: Run a virally-optimized grant competition for small businesses<br />Optimized for virality:<br />Nomination Website:<br />Winner’s Playbook enables extensive sharing<br />Our Love A Local Business Campaign shows Intuit’s commitment to SBOs<br />
    25. 25. Love a Local Business is a source of positive social content as we announce new winners each month.<br />22<br />
    26. 26. And we use that content to engage our fans on social channels.<br />23<br />
    27. 27. Love a Local Business is good for Intuit’s business.<br />We are beating our goals for:<br />Virality<br />Click through rates<br />Conversion<br />24<br />Our test and learn approach has enabled a data-based set of learnings that inform our recommendations<br />
    28. 28. Love a Local Business: Virality<br /><ul><li>Visitors complete nominations and share the campaign on a social network at 6x the industry average for social campaigns
    29. 29. Virality on Facebook specifically drives the campaign
    30. 30. Nominations are leads for Intuit AND increase virality</li></ul>Learning: The campaign is extremely viral. If we promote the campaign, the virality will take off!<br />
    31. 31. Love a Local Business: Click through rates<br />Test Results:<br />Banner Ads Targeting SBOs:<br />Flash Banner Ad Targeting “Fans”<br />Our clickthrough rate shows we can also get fans to participate! <br />Click through rate for SBOs is 4X industry standard<br />Message: Intuit is helping small businesses to hire and generate local jobs in this economy<br />Learning: Hiring message is very relevant to communities in this economy and shows potential for a larger campaign<br />
    32. 32. Love a Local Business: Conversion<br />Payroll Lead Nurture Test: Offer rich content to capture leads<br />Results: LALB leads convert at 3x the rate of existing customer cross-sell campaigns<br />Secondary revenue stream: Traffic to product pages<br />Learning: This campaign shows promise for paying out, if we use virality to amplify our marketing spend.<br />27<br />
    33. 33. In May, we announced $1 million in Love a Local Business grants over 12 months.<br />28<br />Intuit loves local businesses<br />Early Results: Significant increase in traffic and leads with an advocacy message that remains relevant to our audience.<br />
    34. 34. Key Takeaways<br />Tactical Overhaul: Find ways to start conversations that add value for your audience and align with your strategic goals.<br />Content is king: Create content that your audience finds worthy and easy to share.<br />Start a Movement: Advocate for your customers and make them the hero.<br />29<br />
    35. 35. Thank you!Let’s continue the conversation.<br />30<br />Follow Intuit:<br />Blog: http://blog.intuit.com<br />facebook.com/intuit<br />@intuit<br />Contact me – we’re hiring!<br />Twitter: @jay_badenhope<br />Google+: +Jay Badenhope<br />

    ×