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Intuit: #SelfEmployed awareness campaign, presented by Geoff Morgan

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In his SocialMedia.org case study presentation, Intuit's Geoff Morgan shares how they used customer insights to build a social-led program and reach a new audience for QuickBooks.

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Intuit: #SelfEmployed awareness campaign, presented by Geoff Morgan

  1. 1. MEM BER MEETIN G 40 SOC IALMEDIA. ORG Intuit Geoff Morgan #SelfEmployed awareness campaign Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016
  2. 2. #SelfEmployed Awareness Campaign
  3. 3. Accounting is what SMBs do. I do taxes. I am the business. I use my time to make money. Freedom and flexibility is difficult to achieve. The Self-Employed…Awareness
  4. 4. 50M Americans are self- employed…and yet many have no idea they’re part of a movement that’s shaping the economy and society.
  5. 5. 5
  6. 6. Talking to people about self-employed issues is about as exciting as discussing two vs three-ply. It’s not going to resonate.
  7. 7. “Except,” they’ll say. “I work for myself and what I do is not boring.”
  8. 8. Two Key Insights Drove Our Strategy 1.  People don’t see themselves as self-employed. They’re freelance writers, Lyft Drivers, real estate agents, & artists who sell on Etsy. 2.  People are talking about this, but brands aren’t involved. ¾ of mentions don’t include a brand. à Aug 1- May 19 SE mentions w/o brands QBSE & competitors
  9. 9. Customer Backed + Business Backed 10
  10. 10. Using SE Stories, Tips and Tricks Build Awareness Give them an identity, and a reason to act. • Celebrate the hustle, and they’ll nod knowingly. • Show them the hacks that’ll get them ahead, and they’ll take it.  • Offer them a tool to help, and they’ll try it.
  11. 11. Intuit Confidential and Proprietary12 Creative Snap Shot
  12. 12. 13 How’s it Going? What’s working? What have we learned? What’s paying off 1. Customer focus 2. Marketing integration. 3. Quality tracking and reporting. What have we learned 1. Narrow your focus. Be brutal. 2. Spend on creative…and then spend even more to get it to your audience. 3. Don’t be afraid to sell.
  13. 13. Marketing Integration Custom Audiences: Borrow what’s already there and build upon it Customer Experience: a consistent spine of creative and messaging across all channels DMP OA Social
  14. 14. 15 How’s it Going? What’s working? What have we learned? What’s paying off 1. Customer focus. 2. Marketing integration. 3. Quality tracking and reporting. What have we learned 1. Narrow your focus. Be brutal. 2. Spend on creative…and then spend even more to get it to your audience. 3. Don’t be afraid to sell.
  15. 15. 16 Quality Tracking And Reporting your analyst
  16. 16. 17 How’s it Going? What’s working? What have we learned? What’s paying off 1. Customer focus 2. Marketing integration. 3. Quality tracking and reporting. What have we learned 1. Narrow your focus. Be brutal. 2. Spend on creative…and then spend even more to get it to your audience. 3. Don’t be afraid to sell.
  17. 17. 18 Narrow Your Focus
  18. 18. 19 How’s it Going? What’s working? What have we learned? What’s paying off 1. Customer focus 2. Marketing integration. 3. Quality tracking and reporting. What have we learned 1. Narrow your focus. Be brutal. 2. Spend on creative…and then spend even more to get it to your audience. 3. Don’t be afraid to sell.
  19. 19. Intuit Confidential and Proprietary20
  20. 20. Geoff Morgan GMM, Small Business Group, Intuit geoffrey_morgan@intuit.com TW/IG: ixianmachine
  21. 21. Learn more about past and upcoming Member Meetings socialmedia.org/meetings MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016

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