Christine Morrison's deck for social media efforts at TurboTax in tax year 2009. This deck outlines Intuit/TurboTax's history in social and shows high level case studies for several of its current efforts.
Get more customers, expensive to lose them/get them backTime crunch: makes sense to enable customers to speak on our behalf (even the bad stuff is visible) – get out of the way to let our customers do it. Cutting through the noise/relevancy – ie reviewsInnovation (NBC, social as an asset)Leveraging natural human behavior to drive (reviews, celebrate when done, vocal when not happy, search
How and where they want to talk
And by the way, you can achieve it, no matter what category you’re in
Persuasion engine: we build the structure, customers provide the gasolineBased on natural human behaviorShare This – Edelman/provocative: 4x the engagement vs ads/friendcasting
Cut through the noise with RelevancyTesting with paid search, displayHere’s how we personalize
Interject ourselves using traditional marketing to enable engagement
20MM users, Top SuperUser contributor:> 140 points> 48 K answered questions> 5 M views of his content
Last year 4 people, no biz process, reporting
Wait to see results – in partnership w/CoTweet to get features we need