beyond engagment - adrian parker (social fresh west 2013)

April 2007

AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker

Identified contact via mutual referral

August 2007 – November 2008


Qualified lead into prospect through series of light weight interactions

November 2008

AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy

Prospect converted into high potential opportunity with start of trial period

@adriandparker

November 2008


Initial product demo

January 2009


Consideration continued with significant funnel milestones achieved

July 2009


Desire for purchase intent peaked

February 2010


Successful conversionEnd of acquisition campaign

October 2010


Transaction executed with multi-year commitmentPut A Ring On It

May 2013


Renewal campaigns successfulCreating brand ambassadors

Awareness

Interest

Evaluation

Loyalty

Advocacy

How do you measure the ROI of each activity?

Pre-purchase

Post-purchase

@adriandparker

Commitment

Awareness

Interest

Evaluation

Loyalty

Advocacy

Pre-purchase

Post-purchase

@adriandparker

Commitment

#1: Last Touch Attribution Model (ROI %)

28%of companies

Used by

0%

0%

100%

0%

0%

0%

Awareness

Interest

Evaluation

Loyalty

Advocacy

Pre-purchase

Post-purchase

@adriandparker

Commitment

#2: First Touch Attribution Model (ROI %)

30%of companies

Used by ~

0%

0%

100%

0%

0%

0%

Awareness

Interest

Evaluation

Loyalty

Advocacy

Pre-purchase

Post-purchase

@adriandparker

Commitment

#3: Multi-Touch Attribution Model (ROI %)

17%of companies

Used by

33%

0%

0%

0%

33%

33%

@adriandparker

Current attribution models discount value of social and post-purchase interactions.

AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy

Last Touch First Touch Multi-Touch

@adriandparker

@adriandparker

R.O.I. =

$ Gain - $ Cost

$ Cost

Disconnected desired outcomes among key stakeholders create internal tension.

What We Gain

What We Give

“Maximize this!”-Shareholders

“Maximize this!”

-Customers

@adriandparker

Functional areas have multiple definitions of digital success that require perpetual alignment.

Organizations lack a standardized method of assigning financial values to non-financial digital activities. @adriandparker

@adriandparker

@adriandparker

Relationship Tools

Business ToolsSystemsEnhanced CRM & Tracking Tools

MemoriesCelebrations & Milestones

1 THINK

2ListeningSpousal Feedback

FeedbackSurveys, Net Promoter

SAY

3 ResearchMarket Mix Modeling

ObservationsPeer Insights & Testimonials

DO

4 RecommendationsRatings, Reviews & Referrals

TrustPartner Collaboration

FEEL

“Care and Converse” “Care and Convert”

@adriandparker

INNOVATORS

1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012

1 THINK 2 SAY 3 DO 4 FEEL

Less than half of professional tax firms believed “Intuit has

firm’s best interest in mind.”1

Trust

Relevancy

CHALLENGE

Up to 40% of target segment customers had opted out of

e-mail communications.2

@adriandparker


@adriandparker

“The #1 thing I want as an accountant is better clients.”

4

Connections

Growth

OPPORTUNITY

“The #1 reason financial pros I use social media is to identify

and attract new clients.” 3

Only 28% of professional tax firms believe “Intuit has

firm’s best interest in mind.”1

Trust

Relevancy

CHALLENGE

Up to 40% of customers had opted out of e-mail communications, citing

overuse.2

1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012

LEAP OF FAITH HYPOTHESISIf we create a simple, social solution for recognizing and rewarding professionals for sharing their stories with us, they will eagerly participate and amplify our voice.

RecognitionUsers desire to recognize and be recognized for their work and experience.

SocialBeing seen as an expert and helping others will motivate users to share

SimpleUsers can share with their personal audience in <5 clicks.

RewardIncentives will increase participation of users.


@adriandparker

Goal: 10 nominations

Goal: 20 engagements

Give consumers a reason to share and care

@adriandparker

Hi

Reason to Care

Reason

to

Sh

are

Lo

Lo Hi

ConversationalPublic

Example:

ViralProvocative

Example:

ConvictionalPersonal

Example:

VanityPropaganda

Example:

INNOVATORSGive accountants a reason to share and care

Small Biz Owners and Financial Pros will use Intuit digital channels to share their stories of innovation and also be trained on the latest software.

Share CareWhether it be serving clients or supporting the community, they can submit stories via video, text or photo while learning about product.

@adriandparker

INNOVATORS

@adriandparker

#IntuitInnovatorsPaid MediaInfluencer Outreach

Earned Media & CoverageLAUNCH WINNERS ANNOUNCED

INNOVATORS

@adriandparker

#IntuitInnovatorsPaid MediaInfluencer Outreach

Earned Media & CoverageLAUNCH WINNERS ANNOUNCED

+22%Audience

+6 ptsShare of Voice

10XEngagement

1.5MEarned Imp


@adriandparker

4Xmore confident in software usage

After engaging with the campaign users were…

2Xmore likely to recommend the software to a peer

2Xannual $ spend vs. average customer

@adriandparker

DOAssess performance at campaign-level

DON’TMeasure attribution purely by tactic

Start by monitoring & measuring what you can

Get into a measurement shootout with leadership

Find the idiot inside you and read to it

Stop learning new systems, skills and technology

Give your team, your org and yourself time to test & learn

Take advice from a bald guy…

THANKS

@adriandparker

Will you marry me?