inside intuit: creating content that drives connections

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How My Wife Cooks Dinner1) Decide on the menu2) Select accompanying recipe3) Gather ingredients4) Prep items and cooking area5) Cook6) Serve

How My Wife Cooks Dinner1) Decide on the menu2) Select accompanying recipe3) Gather ingredients4) Prep items and cooking area5) Cook6) Serve

Procedural Planning Approach

1 2 3 4 5 6

Predetermined goalPredictive performance

Set tools & resourcesEstablished process

Efficient resultsDelighted end users

How I Cook Dinner1) Explore the kitchen2) Assess available ingredients3) Propose possible menu4) Feedback5) Cook & sample6) Feedback7) Serve8) Feedback9) Craft recipe

How I Cook Dinner1) Explore the kitchen2) Assess available ingredients3) Propose possible menu4) Feedback5) Cook & sample6) Feedback7) Serve8) Feedback9) Craft recipe

Ambiguous challengeUnproven tools

Learn & improviseEmbrace surprises

InteractionEmbrace errors

IterateEmbrace change

Generate solutionsIterative Planning Approach

12 4

3

3

3

8

92

2

4

4

56

7

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Our Journey Today

Progress over perfection

1.Speak up and share2.Have fun3.Q&A at end4.Deck available via SlideShare Tweeting encouragedShare your thoughts & join the

conversation!

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POP

QUIZ

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Question #1

List 3 brands that you , , , , , or to.

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They , , , , , and for the same reasons we do.

Why they actually engage:1. Discount 61%2. Purchase 55%3. Reviews/Ranking 53%4. General Info 53%5. Exclusive Info 52%

Why brands think they engage:1. Learn New Products 73%2. General Info 71%3. Submit Opinion 69%4. Exclusive Info 68%5. Reviews/Rankings 67%

Source: Harvard Business Review May 2012 – To Keep Your Customers Keep It Simple

Think Like A Consumer

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Sh

are

of

Voic

e

May Aug June Sept Nov Oct July

DAILY CHATTERGOAL: Communities & Connections

IGNITION CAMPAIGNSGOAL: Awareness & Acquisition

BIG BETSGOAL: Enterprise-wide priorities

Think About Content Strategically

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Question #2

Why do customers your content or talk about your product?

23

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Sharable Content Isn’t An Accident

Design for Delight

4 Motivations To

#2 Self Involvement“I want to show I know a lot about the product”#3 Other Involvement“I want to help others make good decisions”

#4 Message Involvement“The content is so humorous or informative that it deserves sharing”

34%

25%

21%

20%

#1 Product Involvement“The product exceeded my expectations”

SOURCE: Ernest Dichter “How Word of Mouth Marketing Works” 1966

The Who, How & Why of Word of Mouth Ernest Dichter, 1966

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Focus On Consumer Needs Not Brand Wants

Delight Customers Thru Innovation

Design for Delight

Know them & exceed their expectations

Think big and evaluate hard

Spend more time talking to them than talking about them

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Question #3

If you could choose anyone in the world to promote your content, who would it be? #ANAmarketers

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CONSUMERS

TRUSTTHESE FORMS OF

MARKETING:1 Personal Referrals 90%

2 Blogs/Forums 70%

3 Brand Websites 70%

4 Editorial Content 69%

5 Brand Sponsorships 65%

6 Television 62%Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/

Our Biggest Challenge

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Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/

INVESTIN THESE FORMS OF

MARKETING:1 Circular

2 Television

3 Direct Mail

4 Search

5 Email

6 Radio

BRANDS

Our Biggest Challenge = Biggest Opportunity

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Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/

INVESTIN THESE FORMS OF

MARKETING:1 Circular

2 Television

3 Direct Mail

4 Search

5 Email

6 Radio

BRANDS

Our Biggest Challenge = Biggest Opportunity

Awareness

Trust

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SocialBroadcasters

Mass Influencers

Potential Influencers

Fishing For Influence

Bait: Access & Info

IMPACT PURPOSE

Awareness &

Influence

Demonstrate Brand

Leadership

Bait: Content/InnovationConsideration

& Engagement

Showcase

Innovation

Bait: Shareable ContentPurchase

& Promote

Content

Participation

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Question #4

All social has a ROI

Do you or this statement?

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3 Dimensions of Return On Impact

FINANCIALMaximize high ROI tactics

•Revenue/Conversion•Leads per $ spent•Customer Loyalty/LTV•Cost Avoidance

INNOVATIONIgnite ideas & learning

•Media coverage•Intent to purchase•Virality/Resonance•Consumer Insights

STRATEGIC Drive the company vision

•NPS•Sentiment•Mentions•Share of Voice

Measuring ROI

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Optimizing Content By Channel

Awareness

Pre-Assessment

Action

Post-Assessment

Ambassador

Reach

Interaction

Engagement

Retention

Advocacy

Cons

umer

Jour

ney Channel Strategy

Priority Channels•Heavy adoption & awareness•Customizable to biz objectives•Tracking

TWN

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Question #5 You are leaving the house for 24 hours & can only take one of the items below with you. Which one?

Phone

Keys

Wallet

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SOURCE: Network World 2008 - 16% of workers across the world are 'Hyperconnected'

Just ask your customers what’s most important:

#1

Phone

Wallet

#2

Keys

#3

What This Means To You

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SOURCE: Mobile Marketing Statistics – Smart Insights 2012

50%33%

Percent of users who access content via a mobile device:

50%

Social & Mobile Converge

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Question #6

Who is the Head of Social Media for your company?

?Customer

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INTUITEmployees Customer Shareholder

Social, Mobile & Global

DIVISION STRATEGY

Grow Tax

Grow Accounting

Penetrate Base

Accelerate Small Biz ecosystem

Social Center of Excellence

Charter

Governance

Roadmap

Education

Research

Vendors

Toolkit

Measurement

Social/Mobile MktgContent & Tech Influencers Community Owned Assets

Sales Support PRLead Gen & Acquisition

Community & Customers

Media, Promoters, Community

Social Vision

Marketing Strategy

Building Your Internal Blueprint for Production

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Plan Across Multiple Horizons

Customer-Centric Marketing

Customer Alignment and X-Biz Integration

Center of Excellence

Multichannel Consultants & Enablers

Learning & Development

Ancillary Function & Specialized Execution

Channel MarketingManage Creative, Communities &

Engagement

2011 2012 2013 2014

Decentralized Coordinated Hub & Spoke Holistic

SOURCE: Altimeter Group

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#ANAmarketers

Plan Across Multiple Horizons

Customer-Centric Marketing

Customer Alignment and X-Biz Integration

Center of Excellence

Multichannel Consultants & Enablers

Learning & Development

Ancillary Function & Specialized Execution

Channel MarketingManage Creative, Communities &

Engagement

2011 2012 2013 2014

Decentralized Coordinated Hub & Spoke Holistic

SOURCE: Altimeter Group

Promoters• Media Coverage• Ambassadors• Thought Leadership• Integrated Events Content

• Quality Video• Mobile-enabled• Simple• Consumer & Biz Generated

Community• Users Helping Users• Dedicated Resources• Disruptive Promotions• Own The Conversation

Owned Assets• Integrated Creative• Shared Resources

Sales & Support• Social Ambassadors• Empowered Staff• Training

CUSTOMER

Product• Optimize experience• Feedback Loop• Social Integration

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Thinking Mobile 1st SHOWCASE

• Customer training on the go• Training & Exams• Agile development

Tablet Optimized

• Sharing of course completion• Software badges

Social Integration

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Thinking Mobile 1st SHOWCASE

• Responsive experience• Software Videos• Training & Demos• Social Conversation Feed

Mobile Landing Pages

• Software certification exam• Course training• Desktop/Mobile portability

Mobile Training

• Customers 4.5X more confident in software usage• Users are twice as likely to recommend product to peerOUTCOMES

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Off-Peak Content EngagementCASE STUDY

During tax season Tax Professionals are hard to reach and engagement requires a different approach.

CHALLENGE

• Facebook engagement increased 10XOUTCOMES

Simple messages of humor and appreciation combined with clear calls-to-action will ignite Tax chatter.

HYPOTHESIS

• Source UGC• Create cartoon content• Encourage sharing/spread

TACTICS

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Promoting Intuit Tax OnlineCASE STUDY

New cloud-based tax software, Intuit Tax Online, has relatively low awareness in emerging category.

CHALLENGE

• SOV increased 3X in 4 days • Tax Online trials increased 24% and registrations 18%

OUTCOMES

By focusing all social channels on a singular theme and creating an online event for SaaS software, we can increase SOV 50%.

HYPOTHESIS

• Integrated online campaign• Tradeshow event• Social channel takeover

TACTICS

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Intuit InnovatorsCASE STUDY

The #1 reason financial professionals use social is to attract clients. How do we facilitate their needs while supporting our products?

CHALLENGE

• Facebook reach increased 5X in first week• SOV increased 4 percentage pts / Audience 37% (vs. prior quarter)

OUTCOMES

If we create an experience for customers to share their stories with small business owners, we can increase SOV and ownable content

HYPOTHESIS

• Integrated social channels• Paid & promoted content• Influencer outreach• YouTube hub

TACTICS

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FOCUS ON CUSTOMERSSEEK SURPRISES AND LEARN

RUN FAST EXPERIMENTSSTOP CHASING OTHERS

“

”Scott Cook

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Social Library

Strategy

Business

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Thank You. Let’s Stay Connected.