Kira Wampler Principal, 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  accoun0ng  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.

Bloggers Social Media

Elevating the Conversation: What Is Sexy to Your Customers

Key  Results:    More  than  1.2  million  visits  

2000  stories  submiFed  and  over  30000  ra0ngs  

12%  of  total  Intuit  talk;  90%  posi0ve  

Conversion  rate  on  par  with  transac0on  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  itera0on  =  40%  par(cipa(on  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  s0ll  running  strong  aZer  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  Twi5er  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,  2009  from  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  

Registra0on  process  is  frustra0ng   Forced  phone  registra0on  business  prac0ce  RETIRED!  

Excel  Integra0on  and  Reports  Center  most  posi0vely  discussed  new  features  

QuickBooks  marke0ng  team  focused  messaging  across  channels  on  top  two  features  

You  can  listen  for  only  so  long  un0l  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  mee0ngs.  

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: 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  ques0ons.    

Empower: Unleashing Employees on the Social Web

Doubled  employee  engagement  during  busiest  season  helped  team  maintain  high  reply  %,  high  resolu0on  rate  and  improved  code!  

Empower: 1st Search Results for “QuickBooks” on YouTube

As  the  Intuit  team  increased  engagement,  accountant  and  small  business  influencers  emerged,  making  beFer  content  than  we  could.    

Myth #4: You can’t connect social engagement with customers to business outcomes like sales.

The Measurement Challenge

Fans            Followers      Liking        Sharing                

Re-­‐twee0ng  

Revenue    Customers      Expenses    Leads    

Sa0sfac0on  

The  biggest  challenge  most  social  media  teams  have  is  making  the  connec(on  between  ac0vity  and  business  outcomes.  

What  Social  Media  Teams  Measure    

What  Business  Units  Measure  

Table-­‐Stakes    1.   Behavioral  2.   Claimed  

Four Approaches to Making the Connection

Sophis(cated    3.  Testable  4.  Data  Mining  

Social  Media  Marke0ng  

Ac0vity  Measures  

Business  Impact  Measures  

Behavioral  tac(c  examples:    

•  Coupon  codes  specific  to  social  media  channels  –  Dell  Outlet  

•  Social  media  URLs  coded  into  web  repor0ng  suites  –  Intuit.com  

•  Upsell  /  Cross-­‐Sell  ads  embedded  in  on-­‐domain  sites  –  Fixya,  Intuit  

Why  it  works:  It’s  hard  to  argue  with  product  adop0on  

When  it  doesn’t:    

•  Page  level  analy0cs  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  sta0s0cally  significant  results  

1. Behavioral – I’ll Believe It When I See It

AFract  New  Users

Campaign  to  Date Week  39 Week  38 Week  over  Week  

Index Total  Product  Adop0on XX,XXX X,XXX X,XXX 106 Three  for  Free  XX,XXX   X,XXX X,XXX 110 SS  Downloads  -­‐  Ini0ated  XX,XXX   X,XXX X,XXX 120 IOP  Trials  XX,XXX   X,XXX X,XXX 105 Intuit  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   100 Conversion  Rate XX% XX% XX% 105

Drive  Higher  Engagement

Campaign  to  Date Week  39 Week  38 Week  over  Week  Index

New  Registra0ons 1,664 148 47 315

Number  of  Ra0ngs 27,688        10,022            3,379   297

New  Stories 1,929 193 69 280

Increase Positive Sentiment

1

2

Current Period

3

•  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  tac(c  examples:  •  Exis0ng  customer  shop/buy/use  research:  Ask  about  impact  of  

social  media  on  process  

•  New  study:  Incorporate  marke0ng  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  0me  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  objec(ve:  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  

–  Mul0-­‐million  dollar  sales  impact  on  financial  soZware  

Claimed Example: Impact of Amazon Reviews on Sales

Testable  tac0c  examples:  •  A/B  test  specific  websites  

with  engagement  func0onality  turned  on  &  off  to  compare  conversion,  sales,  bounce  

•  List  test  comparison  between  leads  captured  through  online  engagement  and  through  tradi0onal  methods  

•  Message  test  twiFer  messages  for  reach,  click-­‐thru  and  conversion    

3. Testable: I’ll Believe It When It’s Significant

Web  tes(ng  poster  child  

Data  mining  tac0c  examples:  

•  Matching  community  profile  data  to  customer  sales  data  and  comparing  to  non-­‐community  customer  sales  

•  Conduc0ng  0meframe  analyses  to  understand  which  engagement  events  trigger  which  kinds  of  purchases  

•  Analyzing  social  survey  and  community  verba0ms  with  customer  sa0sfac0on  measures  to  uncover  real  reasons  for  the  sa0sfac0on  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  MesserschmiF  •  LyneFe  Liu  •  Jeff  Young  •  Bryan  Fouts  •  Jim  Foxall  •  Amy  Kalm  •  Amy  Thomas  •  Bruce  Mar0n  •  Stephen  Coy  •  Iram  Gonzalez  •  Mary  Winfield  •  Ed  Matlack  

•  Rachel  Eure0g  •  Sharna  BrockeF  •  Heather  Mclellan  •  Tom  Hanley  •  Elvi  Braun  •  Kang  Chen  •  Paul  Simmons  •  Bryan  Lee  •  Seth  Webster  •  Laurel  Holman  •  Laura  Uribarri  •  Chris0ne  Morrison  •  Chelsea  Mar0  

Kira Wampler @kirasw

kira@antseyeview.com 650.380.8465

www.antseyeview.com