The New Normal Intuit Small Business


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Presentation done by Kira Wampler at SugarCRM #scon10 conference.

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The New Normal Intuit Small Business

  1. 1. It’s a New Normal And, There’s No Going Back… Kira Wampler Small Business Group, Intuit @kirasw
  2. 2. Change Lives So Profoundly, People Can’t Imagine Going Back to the Old Way
  3. 3. Social is in Intuit’s DNA
  4. 4. Welcome to the New Normal What’s New? The talk spreads far, fast... and it’s permanent. What’s Normal? People talking.
  5. 5. How Did We Get Here? <ul><li>Availability of fast & cheap processing power, storage capacity & connectivity software </li></ul><ul><li>Decline in trust in institutions </li></ul><ul><li>Corresponding increase in trust of “ people like me ” </li></ul>Power shifts from company to individual <ul><li>Storytelling is a deep-seeded human need </li></ul><ul><li>Last 50 years is an anomaly …passive radio-listening and tv-watching is not the norm </li></ul>Storytelling’s full circle – it’s all about “me” <ul><li>The voice of the individual is unleashed and heard </li></ul><ul><li>As the cost to publish = zero </li></ul><ul><li>For individuals it’s about belonging , esteem and self-actualization </li></ul>Gives rise to the New Normal
  6. 6. The New Normal Is Not an Isolated Fad <ul><li>85% of all US online consumers will be reading or viewing social content by the end of 2009. (Forrester) </li></ul><ul><li>46% of small biz decision makers use social media monthly to make purchase decisions. (Jupiter Research) </li></ul>
  7. 7. In the New Normal… Know thy customers or know nothing
  8. 8. In order to achieve my goals, I’ve got to figure out everything myself and no one is looking out for me. The Small Business Owner Insight
  9. 9. In the New Normal… Be where your customers are or beware!
  10. 10. Helping Customers Where They Are Reviewer Comment Intuit’s Action In-product messaging is annoying Fixes to product to turn off cross-sell messages went live in December Excel Integration and Reports Center are top features Marketing messages now reflect these top features <ul><ul><li>Intuit has a 100% response rate to every review and every comment on QuickBooks Pro 2010 AND executes across teams to improve per the feedback </li></ul></ul>
  11. 11. Helping Customers Where They Are Feeding Care
  12. 12. Live Community IN QuickBooks In-product, contextual help powered by tens of thousands of small business owners and experts
  13. 13. In the New Normal… Participation goes well with… promotion!
  14. 14. Small Business United - 2009 Key Results: More than 1.2 million visits 2000 stories submitted and over 30000 ratings 12% of total Intuit talk; 90% positive Conversion rate on par with transaction sites Fully supported with added-value media Warrillow Small Business Marketer of the Year and WOMMA Gold & Grand Prix Awards
  15. 15. Love A Local Business – 2010 Key Activities: Six month testing & tollgating campaign Ongoing iteration = 40% nomination rate! Collaboration with radio network on contest yields strong added value promotion Campaign has legs: Kiva, foursquare and Gigya Campaign going offline with test in Sacramento Shameless plug alert – love your favorite business at
  16. 16. In the New Normal… Good business skills… still matter
  17. 17. Take a Familiar Approach <ul><li>Start with your business objective </li></ul>Understand your customer Select the right social channels & programs
  18. 18. Test and Learn <ul><li>You can take a testing & analytics approach </li></ul><ul><li>Be prepared for the speed of results </li></ul><ul><li>Be flexible enough to iterate based on results </li></ul>
  19. 19. Thank You! <ul><li>We couldn’t accomplish this work alone. Thanks to: </li></ul><ul><li>Gretchen Harding </li></ul><ul><li>Laura Messerschmitt </li></ul><ul><li>Lynette Liu </li></ul><ul><li>Jeff Young </li></ul><ul><li>Bryan Fouts </li></ul><ul><li>Jim Foxall </li></ul><ul><li>Amy Kalm </li></ul><ul><li>Amy Thomas </li></ul><ul><li>Bruce Martin </li></ul><ul><li>Stephen Coy </li></ul><ul><li>Iram Gonzalez </li></ul><ul><li>Rachel Euretig </li></ul><ul><li>Sharna Brockett </li></ul><ul><li>Heather Mclellan </li></ul><ul><li>Tom Hanley </li></ul><ul><li>Elvi Braun </li></ul><ul><li>Kang Chen </li></ul><ul><li>Paul Simmons </li></ul><ul><li>Bryan Lee </li></ul><ul><li>Seth Webster </li></ul><ul><li>Laurel Holman </li></ul><ul><li>Laura Uribarri </li></ul>
  20. 20. Questions Twitter: @kirasw or @intuit