turbo tax case study social media
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Turbo Tax: Social Media: Gravity Summit at HarvardTRANSCRIPT
innovation
“Social”ism vs. CapitalismThe Convergence of Social Media, Communities and Technology
Gravity Summit – August 31, 2009Scott Gulbransen– Sr. Manager, Communications/Social Media
Intuit Confidential
TurboTax: The Power of 20 Million People
Intuit Confidential
Freeloader Nation – Campaign Overview
Objective: Leverage social media to engage new friends and followers of our brand and encourage them to create conversations around our brand in a way that drives awareness and acquisition for TurboTax
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Freeloader Nation – Campaign Ecosystem
One-Two Punch:1.Make them aware of free2.Get them talking about TurboTax
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MySpace Secret Shows
How it Works
• Become of a friend of MySpace Secret Shows and TurboTax and get notified of Secret Shows 48 hours in advance
• Friends of Freeloader Nation get a chance for VIP access at each show
• TurboTax will sponsor 5 shows in major cities nationwide from Jan-Mar
Secret Shows Integration into Freeloader Nation
• Leverage Secret Shows (427K friends) to friend TurboTax
• TurboTax MySpace Community page acts as Freeloader Nation hub
• Tay Zonday as campaign host will conduct interviews, be present at shows, and will promote thru his network
• PR integration in each of the 5 cities
Past Secret Shows Include:
• Tenacious D
• Maron 5
• Lily Allen
• The Killers
• Method Man
• James Blunt
• Ice Cube
• Gnarls Barkley
• Franz Ferdinand
• NOFX
• Offspring
• The Cure
• Ting Tings
• All American Rejects
• Neil Diamond
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Freeloader Nation - MySpace
6 “free” concerts in 5 Cities
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SuperStatus Social Experiment: buy vs earned
Contest Big Y:Create a conversation that connects the TurboTax brand to FREE
How:Leverage the traffic and friends from MySpace, Facebook, and Twitter to engage with TurboTax to win amazing prizes for FREE utilizing an innovative contest concept that’s never been done before
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SuperStatus Challenge: Grand Prize
Intuit Confidential
SuperStatus Challenge:Twitter, Facebook or MySpace, your favorite & why?
And the winner of $10,000 is…• LuckyCat7 via Twitter:
i like twitter because people can follow me ~ just don't follow me to the bank when i win the $25k from turbotax!
• Other great entries…– Facebook is the favorite, the mother of social
media & TurboTax is that crazy aunt that buys you great gifts and slips you extra desserts.
– Michelle prefers Facebook because her love for TurboTax can't be restrained to 140 characters; it needs to overflow like her TurboTax refund
Campaign Exposure:• >6000 entries•Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends
Engagement:• Campaign had a Click Thru Rate 5 times higher than our average CTR for entire display campaign.• Average Entries per Respondent = 5
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Twitter & SS: Targeting the right audience
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“TurboTron” utilized Social in Rich Media
JumboTron Screen Engagement
Screen Name Imp CTR Clicks % of TotalReviews 198,041 3% 6,920 19%Super Status 34,598 11% 3,860 11%Freeloader 24,309 76% 18,503 50%Tax Answers 20,770 20% 4,256 12%Videos 15,176 21% 3,189 9%TOTAL 292,894 13% 36,728
TurboTron Screen Engagement
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Super Status – A Social Experiment
Exposure:
• Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends
Engagement:
• Campaign had a Click Thru Rate 5 times higher than our average CTR for entire display campaign.• Average Entries per Respondent = 5
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SuperStatus created Purchase Intent
Unaided Awareness
Total Awareness
Avg. Positive Attributes
Purchase Intent
Familiarity
• Friends: (+10) pts lift• Friends: (+10) pts lift
PURCHASE FUNNEL
• Increased brand equity and purchase intent among those who participated in the campaign
• Friends: (+5) pts lift• Friends: (+5) pts lift
TurboTax Brand Image Attributes - Top Two Box Pt Diff.
Is the easiest way to get the biggest refund +8 pts
Is the easiest way to prepare my taxes +2 pts
Does the work for me +1 pts
Gets me the most deductions +6 pts
Covers all my tax needs no matter what my situation +10 pts
Is a good value for the money +13 pts
Makes tax preparation easier than other brands of software -
Is a brand I trust -
Gives me confidence to do my own taxes +1 pts
Is worth paying a higher price for given its superior features +10 pts
Average Brand Image Attributes +5 pts
What About FRIENDS OF FRIENDS???Increased awareness of Friends of Friends but did not necessarily increase intent to purchase.
Non-ExposedFriends
Source: Marketing Evolution Custom Study
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Who Are The Game Players?
• Facebook users are much more active: 1 in 4 visitors from Facebook.• Update their status more than once per week.
• Strong Word of Mouth - Like to tell friends about brands they use (+11pts).
• Seek recommendations on products and services before they conduct formal research.
• Like to enter contests with the potential of winning prizes.
• Want to play the game their friends are playing (don’t want to be left out).
7 – 11pt difference compared to non-exposed group across all Behavioral Statements
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Contests and Entries
It’s unclear as to what types of questions will optimize engagement (Contests)
Contests Average No. EntriesIf you were the new president, what would you make tax deductable? 8What is something you’ve had to prove yourself innocent of? 7What's the funniest way you've kissed up to your boss? 6If your life had a soap opera plot twist with taxes, what would it be? 6If you won the Big Game, what would you do with your $25,000 SUPER REFUND GRAND PRIZE? 5Where’s the weirdest place you’ve found money? How much? 3What music do you listen to when you do your taxes? 3If you were a tax Hero with superhuman abilities, what would your Hero identity or power be? 3If you were a rock star, what about your rock-n-roll lifestyle would you make deductible? 2