Kira Wampler, former Group Marketing Manager of Online Engagement at Intuit tackles one of the biggest challenges for any Social Media team - making the connection between social activity and actual business performance. Where fans, followers, likes and shares may be appropriate for a company just starting out, companies further along in the journey are searching for ways to tie social engagement to business outcomes.
In this deck, Kira explains how Intuit was able to:
- Establish a baseline of customer experience;
- Integrate online and offline customer feedback to - identify opportunities for improvement;
- Apply four approaches to make the measurement connection between social media and actual business results;
- Improve customer sentiment by 30% in three months; and
- Reply to 100 percent of Amazon Quickbooks Pro 2010 reviews, which resulted in a double digit % increase on sales.
Inside Intuit: Shifting to a Social First MindsetAdrian Parker
Presented at Social Fresh WEST 2012, this presentation will share how the Intuit is enhancing their systems, skills, structures and strategy to accelerate social growth. The discussion includes specific case studies for: Maximizing ROI thru measurement, Injecting social DNA into products, Building end-to-end content plans and Getting credit for innovation
Intuit inc marketing management case studyDevansh Jain
Please follow this link for a video about marketing campaign by Intuit https://www.youtube.com/watch?v=SwK-ws8IAjE
This is case analysis for Intuit Inc. from the textbook "Marketing Management: A South Asian Perspective" as a part of my internship under the guidance of IIM Lucknow Prof. Sameer Mathur.
Inside Intuit: Shifting to a Social First MindsetAdrian Parker
Presented at Social Fresh WEST 2012, this presentation will share how the Intuit is enhancing their systems, skills, structures and strategy to accelerate social growth. The discussion includes specific case studies for: Maximizing ROI thru measurement, Injecting social DNA into products, Building end-to-end content plans and Getting credit for innovation
Intuit inc marketing management case studyDevansh Jain
Please follow this link for a video about marketing campaign by Intuit https://www.youtube.com/watch?v=SwK-ws8IAjE
This is case analysis for Intuit Inc. from the textbook "Marketing Management: A South Asian Perspective" as a part of my internship under the guidance of IIM Lucknow Prof. Sameer Mathur.
How conducting Market Research helped Intuit expand globally.Sankalp Agarwal
This is a case analysis of how Intuit, the financial and tax solution softwares provider, expanded globally on the basis of its marketing strategies driven by an in-depth Market Research and capturing of Marketing Insights.
Marketing Management Internship under Prof. Sameer Mathur.
INTUIT - develops and sells financial and tax solution software. Revolutionize people’s lives by solving their important business and financial management problems.
Quicken- best-selling finance product.
QuickBooks – a bookkeeping and payroll software.
TurboTax – a tax preparation software program.
Site Visit – learn about working environment of products by individual visits.
- Lab Study – tests new ideas and products by inviting consumers to labs.
- Remote Study – shows new designs to its consumers over internet
-On-going Extensive Research Study with the institute to learn for the future.
Increasing its presence on social networking sites like twitter, Facebook etc.
Blogging to drive business.
Intuit Case Study presented by: Manu Pant
1. What is Intuit?
Intuit Inc. is an American software company that develops financial and tax preparation software and related services for small businesses, accountants and individuals.
2. Founders: Scott Cook, Tom Proulx
3. Products:
• Turbo Tax
• Quickbooks, Quicken
• Mint
4. SWOT Analysis
• STRENGTH: user friendly products, Focus on R&D, loyal customers, Strong brand name, Presence in developing countries.
• WEAKNESSES: High R&D expenses, unable to expand in geographical market
• OPPORTUNITIES: Strategic acquisitions, New US Tax credit policy, focus on small businesses
• THREATS: Increasing competition, Less manufacturing distribution channels
5. Marketing Strategy: Focus on customer needs and satisfaction, Great focus on R&D, High wuality and innovative products
6. Market research: Process: Define problem->Develop research Problem-> collect information->Analyze information->present findings->Make the decision
7. Microsoft money vs Intuit Quickbooks:
• 1988- Quicken got popular
• Quick growth for Intuit
• Microsoft created Microsoft money
• Microsoft tries to buy Intuit for $2 billion
• Deal blocked by Justice Department.
• Microsoft has stopped its Microsoft money now!
8. Why are consumer research and design thinking so critical to Intuit’s success?
• Satisfied customer
• Promotion through social media
• Forecasting global trends
9. What are the challenges Intuit faces in the near Future?
• Meet customer needs
• Necessarily deliver quality products
• Great competition
• Protect legacy of quicken
10. How important are Intuit’s products for mobile devices?
• Saves time
• Cost benefit
• Increases production
11. Summary
12. Disclaimer
Design Thinking for E-Commerce
The goal is to understand consumer behavior from our E-Commerce at the deepest levels, to develop empathy with the person we’re hoping to serve.
www.heruwijayanto.com
Innovation is a very widely used term which can apply to any aspect of the business.
This report takes a high level and strategic view of the issue and does not focus on one
specific type of innovation, or one area of activity. Innovation in operations is just as
important as innovation in marketing. We look at the issue of strategic versus
incremental innovation, and the importance of innovation for both growth and efficiency.
We also assess the barriers to innovation, what actions banks are taking to increase
their level of innovation, and recommend areas where we feel they could improve.
Digital Signage in Retail Financial Services: What John Ryan’s European Surve...John Ryan
Slides presented by Bob Steele, John Ryan Vice Chairman, during the June 29, 2009, webinar, which featured Paco Underhill, Envirosell founder and CEO, and best-selling author of "Why We Buy: The Science of Shopping" and Mike Hiatt, former director of Wal-Mart's "smart" digital media network.
17 trends in and around small businesses, especially second stage companies. Full trend report, with strategy recommendations, is available as part of our Stage 2 Owner's Manual (see www.s2om.com).
Startup DreamTeam - "Intuit recruitment process" by Nick Mailey, VP of Talent...TheFamily
Nick Mailey, VP of Talent Acquisition at Intuit.
Intuit - 8,200 employees - has been named one of the “Best Places to Work” and “Most admired Company”. Nick, the guy who's behind it all, will show us what Intuit's recruitment process looks like and share his best practices on building a badass team.
How conducting Market Research helped Intuit expand globally.Sankalp Agarwal
This is a case analysis of how Intuit, the financial and tax solution softwares provider, expanded globally on the basis of its marketing strategies driven by an in-depth Market Research and capturing of Marketing Insights.
Marketing Management Internship under Prof. Sameer Mathur.
INTUIT - develops and sells financial and tax solution software. Revolutionize people’s lives by solving their important business and financial management problems.
Quicken- best-selling finance product.
QuickBooks – a bookkeeping and payroll software.
TurboTax – a tax preparation software program.
Site Visit – learn about working environment of products by individual visits.
- Lab Study – tests new ideas and products by inviting consumers to labs.
- Remote Study – shows new designs to its consumers over internet
-On-going Extensive Research Study with the institute to learn for the future.
Increasing its presence on social networking sites like twitter, Facebook etc.
Blogging to drive business.
Intuit Case Study presented by: Manu Pant
1. What is Intuit?
Intuit Inc. is an American software company that develops financial and tax preparation software and related services for small businesses, accountants and individuals.
2. Founders: Scott Cook, Tom Proulx
3. Products:
• Turbo Tax
• Quickbooks, Quicken
• Mint
4. SWOT Analysis
• STRENGTH: user friendly products, Focus on R&D, loyal customers, Strong brand name, Presence in developing countries.
• WEAKNESSES: High R&D expenses, unable to expand in geographical market
• OPPORTUNITIES: Strategic acquisitions, New US Tax credit policy, focus on small businesses
• THREATS: Increasing competition, Less manufacturing distribution channels
5. Marketing Strategy: Focus on customer needs and satisfaction, Great focus on R&D, High wuality and innovative products
6. Market research: Process: Define problem->Develop research Problem-> collect information->Analyze information->present findings->Make the decision
7. Microsoft money vs Intuit Quickbooks:
• 1988- Quicken got popular
• Quick growth for Intuit
• Microsoft created Microsoft money
• Microsoft tries to buy Intuit for $2 billion
• Deal blocked by Justice Department.
• Microsoft has stopped its Microsoft money now!
8. Why are consumer research and design thinking so critical to Intuit’s success?
• Satisfied customer
• Promotion through social media
• Forecasting global trends
9. What are the challenges Intuit faces in the near Future?
• Meet customer needs
• Necessarily deliver quality products
• Great competition
• Protect legacy of quicken
10. How important are Intuit’s products for mobile devices?
• Saves time
• Cost benefit
• Increases production
11. Summary
12. Disclaimer
Design Thinking for E-Commerce
The goal is to understand consumer behavior from our E-Commerce at the deepest levels, to develop empathy with the person we’re hoping to serve.
www.heruwijayanto.com
Innovation is a very widely used term which can apply to any aspect of the business.
This report takes a high level and strategic view of the issue and does not focus on one
specific type of innovation, or one area of activity. Innovation in operations is just as
important as innovation in marketing. We look at the issue of strategic versus
incremental innovation, and the importance of innovation for both growth and efficiency.
We also assess the barriers to innovation, what actions banks are taking to increase
their level of innovation, and recommend areas where we feel they could improve.
Digital Signage in Retail Financial Services: What John Ryan’s European Surve...John Ryan
Slides presented by Bob Steele, John Ryan Vice Chairman, during the June 29, 2009, webinar, which featured Paco Underhill, Envirosell founder and CEO, and best-selling author of "Why We Buy: The Science of Shopping" and Mike Hiatt, former director of Wal-Mart's "smart" digital media network.
17 trends in and around small businesses, especially second stage companies. Full trend report, with strategy recommendations, is available as part of our Stage 2 Owner's Manual (see www.s2om.com).
Startup DreamTeam - "Intuit recruitment process" by Nick Mailey, VP of Talent...TheFamily
Nick Mailey, VP of Talent Acquisition at Intuit.
Intuit - 8,200 employees - has been named one of the “Best Places to Work” and “Most admired Company”. Nick, the guy who's behind it all, will show us what Intuit's recruitment process looks like and share his best practices on building a badass team.
Activating Employer Brand with Social MediaJeff Waldman
Employer brand is becoming a huge part of successful organizational business strategy. Well known brands including Sodexo, Google, Lululemon, Westjet Airlines, Starbucks, Adidas, Coca Cola and many more are building employer brand strategies that align with their corporate and service brand strategies to drive business value. The only difference between employer brand and service or product brands is the product itself. Employer branding is about people -- current employees and employee prospects and how they perceive an organization as a great place to work. The good news in all of this is the exact same branding principles that are used in corporate brands apply to employer brand, and it's all about emotions. The complex nature of human emotion is that "thing" that impacts how strong, or weak an employer brand is. Social media is that key communications and engagement channel that the great employer brands of the world are leveraging in their employer brand strategies. Social media enables any brand to more quickly engage with global audiences, and build brand equity. At the end of the day, "perception is reality, but the trick is to match perception with an accurate reality of what it's like to work at an organization". Sought after employer brands understand this, and understand that walking the talk is how an employer brand strategy will work, proliferate and realize long-term success.
Emphasis on the importance of human resource planning early on in the start-up process by looking at the legalities of hiring employees, the process of recruiting and how to manage and pay employees.
A guide to hiring based on my book, "Hello, Startup". Learn who to hire, where to find them, how to interview them, and how to make an offer they can't refuse.
Recording: https://www.youtube.com/watch?v=jaSmYLymc0U
Book: http://www.hello-startup.net
This slide deck will provide participants with a social media toolkit that helps drive businesses and brands forward.
• Use social insights to deliver business results
• Understand your brands social performance (Are you measuring the right things?)
• Best-in-Class cases demonstrating positive ROI for B2C and B2B companies
While many companies struggled to maintain their figures over the last year to eighteen months, others have grown - even in these tough economic times. One significant factor in their success appears to be the level of engagement with customers and stakeholders.
Sally Falkow (APR) Social Media Strategist at Expansion Plus, and Rebecca Lieb, VP North America, Econsultancy will discuss research that shows how important engagement has become and how it is tied to financial success.
They'll present case studies that show that this applies just as much to small and medium businesses as it does to large corporations.
Toluna & RAPP - Using DIY Research to Win New Business PitchesMark Simon
How the explosion in social media allowed Toluna to generate the next generation of market research tools for the masses - with focus on how marcomms agencies win new business and add value to existing clients using such tools.
We have had a lot of inquires about the document we circulated during fundraising, so we thought the easiest thing might be to post a somewhat sanitized version as a Finance Tool along with some explanation. This type of Finance Tool will not apply to all companies, but for those looking to raise early stage capital, hopefully it will be a great contribution to the body of knowledge already out there.
Read more at:
http://profitabl.es/finance/resources/tools/sample-fundraising-deck/
How Strategic Social Customer Service Generates and Preserves Revenue Kathy Herrmann
Most organizations measure the value of customer service as a cost center. Few take the position of seeing customer service as the provider of customer satisfaction, loyalty and word of mouth.
To view customer service as a strategic asset requires that the organization see customer service as a revenue generator and a preserver of revenue. Strategic customer service then provides a new financial view of service and the investments in the end-to-end customer experience.
In this talk, we’ll cover strategic social customer service, including:
* Impact of social media on customer problem prevention.
* Why customer service is PR and PR is customer service.
* Large, blue chip company case study for social customer service ROI.
Digital influence 501: What are the next trends and hot cases in social mediaMarkus von der Luehe
Author: Brian Giesen, Strategy Director at Ogilvy
Brian discusses why social media and word of mouth marketing are important to business, what the ingredients of digital influence and the measurement options are.
This speech was given at the Adknowledge social media conference in Sydney.
Presentation on long-tail of marketing given to Infor client meeting in Barcelona in March 2012. Of course, you will need some of the talk track, but there is good data in here IMO.
You Tweeted WHAT?!: Legal Risks of Social MediaSMB Seattle
What liabilities do companies face when using social media platforms?
Kraig Baker, Chair of the Technology, e-Business and Digital Media Practice at Davis Wright Tremaine LLP delivers an enlightening and timely discussion to SMB Seattle about legal issues surrounding the corporate use of social media.
Search and Social: How to Get More Action from Organic MarketingSMB Seattle
What impact do real-time search results have on brand awareness and consideration? And how do you leverage social engagement to increase SEO? Rand Fishkin, CEO of SEOMoz, provides answers to these questions as he shares secrets about real-time search an the impact it can have on social media engagement.
SMBSeattle/IABC Seattle: Expedia -Social Media Lessons LearnedSMB Seattle
Kristin Graham, Expedia’s VP of Communications and Recruiting, shares insights and lessons learned from using social media to build community for their portfolio of global travel brands, which includes Hotels.com, TripAdvisor and Hotwire. See accompanying video at http://www.ustream.tv/channel/smbseattle. Be social. Follow us @SMBSeattle, fan us on Facebook , or join our LinkedIn group. This event co-hosted with IABCSeattle.
SMB Seattle - Yes We Can Measure Social MediaSMB Seattle
Kaite Paine, the acclaimed “Queen of Measurement,” explains why measuring Social Media is not about impressions or eyeballs but rather listening, engaging, and thinking like the customer. Accompanying livestream video here: http://www.ustream.tv/channel/smbseattle
PEMCO Insurance: Leading with RelationshipsSMB Seattle
Rod Brooks, PEMCO Insurance, kicks off SMB Seattle in December 2009 with “Going Social is More Than Just Talking: Effective Ways to Build Social Media Strategy for your Business.” Accompanying livestream video here: http://www.ustream.tv/channel/smbseattle
SMBSeattle: Crafting an Engagement Strategy SMB Seattle
Eric Weaver, Tribal DDB, kicks off SMB Seattle in December 2009 with “Going Social is More Than Just Talking: Effective Ways to Build Social Media Strategy for your Business.”
Accompanying livestream video here: http://www.ustream.tv/channel/smbseattle
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
The effects of customers service quality and online reviews on customer loyal...
The 4 myths of social media intuit case study for smb seattle 8.10.pptx
1. The Four Myths of Social Media
Kira Wampler
Principal, Ant’s Eye View, formerly of Intuit
@kirasw
2. A long time ago, in a land far, far away…Intuit’s beginnings
3. Myth #1: Your ________ isn’t sexy enough to be talked
about.
4. Intuit’s Small Business Team & the “Not Sexy” Myth
1. Awareness
of
Intuit
as
the
brand
for
small
businesses
was
extremely
low
2. We
love
to
talk
about
accoun0ng
but
small
business
owners
don’t!
5. Elevating the Conversation: What Is Sexy to Your Customers
Key
Results:
Social Media Bloggers
More
than
1.2
million
visits
2000
stories
submiFed
and
over
30000
ra0ngs
12%
of
total
Intuit
talk;
90%
posi0ve
Conversion
rate
on
par
with
transac0on
sites
Fully
supported
with
added-‐value
media
Warrillow
Small
Business
Marketer
of
the
Year
and
WOMMA
Gold
&
Grand
Prix
Awards
Small Business United campaign goal: Help small business
owners achieve success while helping Intuit grow.
6. Elevating the Conversation to Sexy: Love a Local Business
Key
Results:
Ongoing
itera0on
=
40%
par(cipa(on
rate!
100s
of
1000s
of
fans
nominated
local
businesses
360%
increase
in
traffic
as
we
tested
for
scale
Leads
are
significantly
more
valuable
than
average
Campaign
s0ll
running
strong
aZer
a
year
Love a Local Business campaign goal: Help small business
owners achieve success while helping Intuit grow.
7. Sexy or Not, Our Customers Are Talking About Us Online
• 40%
of
Twi5er
users
have
recommended
a
product
or
service
(Performics/Publicis
Survey
2009)
• 30%
of
social
network
users
have
discovered
a
new
product,
service
or
company
through
a
social
network
(Performics/Publicis
Survey
2009)
• 97%
of
consumers
use
online
media
to
research
products
or
services
in
their
local
area
(BIA/KelseyGroup
2010)
• 25%
of
search
results
for
the
world’s
20
largest
brands
were
links
to
user-‐generated
content.
(Click
Z
Stats
SES
Magazine,
2010)
8. Myth #2: All you have to do is listen to the conversation.
9. There’s Nothing Wrong with Listening But…
March
22,
2009-‐April
22,
2009
from
Radian
6
Listening is an important place to START. Don’t stop there –
do something with what you’re hearing.
10. Do Something Part 1: Listening and Responding
Care
Feeding
Helpful engagement led to a 30 percentage point drop
(50% decrease) in negative sentiment.
11. Do Something Part 2: Listening Yields Implications & Action
What
We
Heard
What
We
Did
Cross-‐sell
in-‐product
is
annoying
Released
a
patch
six
weeks
post-‐launch
to
address
cross-‐sell
issues
Registra0on
process
is
frustra0ng
Forced
phone
registra0on
business
prac0ce
RETIRED!
Excel
Integra0on
and
Reports
Center
QuickBooks
marke0ng
team
focused
most
posi0vely
discussed
new
features
messaging
across
channels
on
top
two
features
You
can
listen
for
only
so
long
un0l
your
customers
demand
that
you
do
something
about
what
they
say.
12. How We Did It: Put Online Customer Voice on Executives’ Radar
The
Reviews
and
Social
Web
listening
dashboard
is
included
in
weekly
reports
for
senior
staff
and
open
bi-‐monthly
staff
mee0ngs.
13. Myth #3: You can’t efficiently scale social engagement
with customers online.
14. Two Sub-Plots to Myth #3
1. In
order
to
scale,
you
have
to
be
everywhere
2. In
order
to
scale,
you
have
to
do
it
all
by
yourself
15. Focus: 100% Reply Goal for Amazon Reviews on Core Product
Amazon
is
Intuit
Small
Business
team’s
#1
social
engagement
priority.
16. Focus: Be Where Your Customers Spend Most of Their Time
Largest
small
business
community
of
thousands
of
“experts”
helping
small
businesses
with
QuickBooks
and
business-‐related
ques0ons.
17. Empower: Unleashing Employees on the Social Web
Doubled
employee
engagement
during
busiest
season
helped
team
maintain
high
reply
%,
high
resolu0on
rate
and
improved
code!
18. Empower: 1st Search Results for “QuickBooks” on YouTube
As
the
Intuit
team
increased
engagement,
accountant
and
small
business
influencers
emerged,
making
beFer
content
than
we
could.
19. Myth #4: You can’t connect social engagement with
customers to business outcomes like sales.
20. The Measurement Challenge
What
Social
Media
What
Business
Teams
Measure
Units
Measure
Fans
Revenue
Followers
Customers
Liking
Expenses
Sharing
Leads
Re-‐twee0ng
Sa0sfac0on
The
biggest
challenge
most
social
media
teams
have
is
making
the
connec(on
between
ac0vity
and
business
outcomes.
21. Four Approaches to Making the Connection
Social
Media
Business
Impact
Marke0ng
Measures
Ac0vity
Measures
Table-‐Stakes
Sophis(cated
1.
Behavioral
3. Testable
2.
Claimed
4. Data
Mining
22. 1. Behavioral – I’ll Believe It When I See It
Behavioral
tac(c
examples:
• Coupon
codes
specific
to
social
media
channels
–
Dell
Outlet
• Social
media
URLs
coded
into
web
repor0ng
suites
–
Intuit.com
• Upsell
/
Cross-‐Sell
ads
embedded
in
on-‐domain
sites
–
Fixya,
Intuit
Why
it
works:
It’s
hard
to
argue
with
product
adop0on
When
it
doesn’t:
• Page
level
analy0cs
are
not
available
–
Amazon
reviews
• Social
media
is
“part”
of
the
purchase
process
but
not
last
step
• Social
media
channels
are
not
big
enough
to
drive
sta0s0cally
significant
results
23. Behavioral Example – Campaign Dashboard
1 AFract
New
Users
Week
over
Week
Campaign
to
Date Week
39 Week
38 Index
Total
Product
Adop0on XX,XXX X,XXX X,XXX 106
Three
for
Free
XX,XXX
X,XXX X,XXX 110
SS
Downloads
-‐
Ini0ated
XX,XXX
X,XXX X,XXX 120
IOP
Trials
XX,XXX
X,XXX X,XXX 105
Intuit
Websites
Signups
XX,XXX
X,XXX X,XXX 105
Other
Offers
XX,XXX
X,XXX X,XXX 109
Visits
1,200,000
100,000
100,000
100
Conversion
Rate XX%XX% XX% 105
2 Drive
Higher
Engagement
Week
over
Campaign
to
Date Week
39 Week
38 Week
Index
New
Registra0ons 1,664 148 47 315
Number
of
Ra0ngs 27,688
10,022
3,379
297
New
Stories 1,929 193 69 280
Current Period
3 Increase Positive Sentiment
• 500+ online mentions = 12% of
all Intuit small business related
posts
• Averages 10 posts/day
• In Twitter, 271 tweets with
66,971 followers
• In Blogosphere, 97 blog postings
• Sentiment is 90% positive
24. 2. Claimed – I’ll Believe It When The Surveys Says It’s So
Claimed
tac(c
examples:
• Exis0ng
customer
shop/buy/use
research:
Ask
about
impact
of
social
media
on
process
• New
study:
Incorporate
marke0ng
mix
methodology
surveys
into
social
media
campaigns
Why
it
works:
• When
off-‐domain
sites
don’t
provide
the
data
• When
engagement
is
part
of
the
process,
not
the
final
step
When
it
doesn’t:
•
The
0me
lag
and
expense
limit
day-‐to-‐day
use
•
Effort
sizes
are
too
small
to
be
picked
up
in
panel
research
25. Claimed Example: Impact of Amazon Reviews on Sales
• Online
Engagement
team
objec(ve:
100%
reply
rate
on
Amazon
reviews
on
QuickBooks
Pro
2010
• Problem:
Right
thing
to
do
but
impact
unknown
• What
We
Did:
Used
data
from
three
different
customer
surveys
to
triangulate
to
impact
of
reviews.
• What
We
Learned:
– Online
reviews
have
a
double
digit
%
impact
on
sales
– Mul0-‐million
dollar
sales
impact
on
financial
soZware
26. 3. Testable: I’ll Believe It When It’s Significant
Testable
tac0c
examples:
• A/B
test
specific
websites
with
engagement
func0onality
turned
on
&
off
to
compare
conversion,
sales,
bounce
• List
test
comparison
between
leads
captured
through
online
engagement
and
through
tradi0onal
methods
• Message
test
twiFer
Web
tes(ng
poster
child
messages
for
reach,
click-‐
thru
and
conversion
27. 4. Data Mining: I’ll Believe It When I Regress It
Data
mining
tac0c
examples:
• Matching
community
profile
data
to
customer
sales
data
and
comparing
to
non-‐community
customer
sales
• Conduc0ng
0meframe
analyses
to
understand
which
engagement
events
trigger
which
kinds
of
purchases
• Analyzing
social
survey
and
community
verba0ms
with
customer
sa0sfac0on
measures
to
uncover
real
reasons
for
the
sa0sfac0on
scores
29. We All Do! Big Thanks to the Intuit Team
We
couldn’t
accomplish
this
work
alone.
Thanks
to
the
below
AND
MANY
MORE!
• Gretchen
Harding
• Rachel
Eure0g
• Laura
MesserschmiF
• Sharna
BrockeF
• LyneFe
Liu
• Heather
Mclellan
• Jeff
Young
• Tom
Hanley
• Bryan
Fouts
• Elvi
Braun
• Jim
Foxall
• Kang
Chen
• Amy
Kalm
• Paul
Simmons
• Amy
Thomas
• Bryan
Lee
• Bruce
Mar0n
• Seth
Webster
• Stephen
Coy
• Laurel
Holman
• Iram
Gonzalez
• Laura
Uribarri
• Mary
Winfield
• Chris0ne
Morrison
• Ed
Matlack
• Chelsea
Mar0
30. Kira Wampler
@kirasw
kira@antseyeview.com
650.380.8465
www.antseyeview.com