BDI 1/13/10 Social Integration Conference - Intuit TurboTax Case Study

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TurboTax used social media campaigns like Freeloader Nation and a $10,000 Twitter contest to increase brand awareness and purchase intent. The campaigns engaged over 1 million social media users and improved perceptions of TurboTax as the easiest way to get tax deductions and file. Participants saw increases of 5 points on average for positive brand attributes and 10 points higher purchase intent than non-exposed users.

Business Technology

TurboTax Social Media:
Powered by The Customer

Proof in the Pudding
Scott Gulbransen/PR & Social Media
@prgully

Facebook.com/scottgulbransen

Personal Blog: www.scottgulbransen.com
Dad’s Blog: www.everyotherthursday.com
Social Media Blog: www.shamable.com
GF Father: www.glutenfreefather.com

5

Customers Tell Our Story

‣ Make our customers and prospects aware of
our free online product

‣ Get customers talking more about TurboTax
and their experience

OBJECTIVES

Channels
2

Freeloader Nation

How it worked Secret Show Integration
• Become of a friend of MySpace Secret • Leverage Secret Shows (427K friends)
Shows and TurboTax and get notified of to friend TurboTax
Secret Shows 48 hours in advance • TurboTax MySpace Community page
• Friends of Freeloader Nation get a acts as Freeloader Nation hub
chance for VIP access at each show • Tay Zonday as campaign host, conduct
• TurboTax will sponsor 5 shows in major interviews, present at shows, promoted
cities nationwide from Jan-Mar thru his network
• PR integration in each of the 5 cities

3

And the Winner is…
Campaign Exposure

 Over 6000 entries
And the winner of $10,000 is…
Through syndication across tens
@LuckyCat7 via Twitter:
of thousands of Friends &
Followers, we reached over 1M I like twitter because people can
Friends of Friends follow me ~ just don't follow me to
Campaign had a Click Thru the bank when i win the $25k from
Rate 5x higher than our turbotax!
average CTR for entire display
campaign.
Average Entries per
Respondent = 5

4

Scott Gulbransen
TurboTax PR&Social Media
@prgully

Facebook.com/scottgulbransen

Personal Blog: www.scottgulbransen.com
Dad’s Blog: www.everyotherthursday.com
Social Media Blog: www.shamable.com
GF Father: www.glutenfreefather.com

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Online Assignment

Arun Murali

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