intuit case study: the four myths of social media
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Kira WamplerPrincipal, Ant’s Eye View, formerly of Intuit@kirasw
The Four Myths of Social Media
A long time ago, in a land far, far away…Intuit’s beginnings
Myth #1: Your ________ isn’t sexy enough to be talked about.
Intuit’s Small Business Team & the “Not Sexy” Myth
2. We love to talk about accounting but small business owners don’t!
1. Awareness of Intuit as the brand for small businesses was extremely low
Small Business United campaign goal: Help small business owners achieve success while helping Intuit grow.
BloggersSocial Media
Elevating the Conversation: What Is Sexy to Your Customers
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
Elevating the Conversation to Sexy: Love a Local Business
Key Results:
Ongoing iteration = 40% participation 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 still running strong after a year
Love a Local Business campaign goal: Help small business owners achieve success while helping Intuit grow.
Sexy or Not, Our Customers Are Talking About Us Online
• 40% of Twitter 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)
Myth #2: All you have to do is listen to the conversation.
There’s Nothing Wrong with Listening But…
March 22, 2009-April 22, 2009from Radian 6
Listening is an important place to START. Don’t stop there – do something with what you’re hearing.
Do Something Part 1: Listening and Responding
Care Feeding
Helpful engagement led to a 30 percentage point drop (50% decrease) in negative sentiment.
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
Registration process is frustrating Forced phone registration business practice RETIRED!
Excel Integration and Reports Center most positively discussed new features
QuickBooks marketing team focused messaging across channels on top two features
You can listen for only so long until your customers demand that you do something about what they say.
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 meetings.
Myth #3: You can’t efficiently scale social engagement with customers online.
Two Sub-Plots to Myth #3
2. In order to scale, you have to do it all by yourself
1. In order to scale, you have to be everywhere Focus
Empower
Focus: 100% Reply Goal for Amazon Reviews on Core Product
Amazon is Intuit Small Business team’s #1 social engagement priority.
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 questions.
Empower: Unleashing Employees on the Social Web
Doubled employee engagement during busiest season helped team maintain high reply %, high resolution rate and improved code!
Empower: 1st Search Results for “QuickBooks” on YouTube
All User-generated!
As the Intuit team increased engagement, accountant and small business influencers emerged, making better content than we could.
Myth #4: You can’t connect social engagement with customers to business outcomes like sales.
The Measurement Challenge
The biggest challenge most social media teams have is making the connection between activity and business outcomes.
What Social Media Teams Measure
What Business Units Measure
Table-Stakes 1. Behavioral2. Claimed
Four Approaches to Making the Connection
Sophisticated 3. Testable4. Data Mining
Behavioral tactic examples:
• Coupon codes specific to social media channels – Dell Outlet
• Social media URLs coded into web reporting suites – Intuit.com
• Upsell / Cross-Sell ads embedded in on-domain sites – Fixya, Intuit
Why it works: It’s hard to argue with product adoption
When it doesn’t:
• Page level analytics 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 statistically significant results
1. Behavioral – I’ll Believe It When I See It
Attract New Users
Campaign to Date Week 39 Week 38Week over Week
IndexTotal Product Adoption XX,XXX X,XXX X,XXX 106
Three for Free XX,XXX X,XXX X,XXX 110SS Downloads - Initiated XX,XXX X,XXX X,XXX 120IOP Trials XX,XXX X,XXX X,XXX 105Intuit 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 100Conversion Rate XX%XX% XX% 105
Drive Higher Engagement
Campaign to Date Week 39 Week 38Week over Week Index
New Registrations 1,664 148 47 315
Number of Ratings 27,688 10,022 3,379 297
New Stories 1,929 193 69 280
25 26 27 28 29 30 31 32 33 34 35
Feb Mar
Jan 11, 2009 Jan 18, 2009 Jan 25, 2009 Feb 1, 2009 Feb 8, 2009 Feb 15, 2009 Feb 22, 2009 Mar 1, 2009 Mar 8, 2009 Mar 15, 2009 Mar 22, 2009
Site soft launch1/27 Mktg Launch
Contest and Confirmation Upgrade 2/10 A/B Test Top 50 Finalists
Print 1/2 page NYTNewsweek, Bizweek
Online BannersSEMSEO OptimizedVideo Ads YouTube
PR Blitz - CNET
Washington Post, Bloggingstocks
SmallBusiness Computing
DRFMS Current Customer 2/9 TTBiz 3/1
Social Blitz Facebook Cause
Small Biz Dev OrgsLatino Coalition, SBEC emails WIPP email NBCC email
Cross-siteIntuit.com MyCorp, Ilabs
Community, Intuit Market
Internal
10MM impressionsSBUnited keywords
SNAP Contest
Increase Positive Sentiment
1
2
Current Period3
-200 400 600 800
1,000 1,200 1,400 1,600 1,800
Overall Product Adoptions
0
200
400
600
800
1,000
1,200
1,400
1,600Number of SBU Contest Ratings
• 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
Behavioral Example – Campaign Dashboard
Claimed tactic examples:• Existing customer shop/buy/use research: Ask about impact of
social media on process
• New study: Incorporate marketing 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 time lag and expense limit day-to-day use
• Effort sizes are too small to be picked up in panel research
2. Claimed – I’ll Believe It When The Surveys Says It’s So
• Online Engagement team objective: 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
– Multi-million dollar sales impact on financial software
Claimed Example: Impact of Amazon Reviews on Sales
Testable tactic examples:
• A/B test specific websites with engagement functionality turned on & off to compare conversion, sales, bounce
• List test comparison between leads captured through online engagement and through traditional methods
• Message test twitter messages for reach, click-thru and conversion
3. Testable: I’ll Believe It When It’s Significant
Web testing poster child
Data mining tactic examples:
• Matching community profile data to customer sales data and comparing to non-community customer sales
• Conducting timeframe analyses to understand which engagement events trigger which kinds of purchases
• Analyzing social survey and community verbatims with customer satisfaction measures to uncover real reasons for the satisfaction scores
4. Data Mining: I’ll Believe It When I Regress It
A Bonus. Myth #5: _______ owns social media.
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• Laura Messerschmitt• Lynette Liu• Jeff Young• Bryan Fouts• Jim Foxall• Amy Kalm• Amy Thomas• Bruce Martin• Stephen Coy• Iram Gonzalez• Mary Winfield• Ed Matlack
• Rachel Euretig• Sharna Brockett• Heather Mclellan• Tom Hanley• Elvi Braun• Kang Chen• Paul Simmons• Bryan Lee• Seth Webster• Laurel Holman• Laura Uribarri• Christine Morrison• Chelsea Marti
