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Become a Social Business: Best Practices & Insights How Intuit leverages Social Media
Bjoern Uehss, Amber Hayward@ B2B Social Media Marketing Summit London, 25/26.06.12
What is Intuit?
2
This is what Intuit is NOT
3 http://bit.ly/IntuInuit
Financial Management
Payment Solutions
Employee Management
Manage finances
Make and accept
payments
Hire, pay and retain
employees
Get and keep customers
Intuit helps >4 million small businesses in the UK, Singapore, Canada, USA and beyond realize their entrepreneurial dreams by keeping their finances on track
Grow Your Business
4
http://intuit.com
“People first”
5 http://bit.ly/IntuFortune100
The changing landscape and mindset in Social Media.It finally reached the C-level suite.
6
7
Make Social a Top Priority
http://bit.ly/IntuFlowtown
Why Social Media? Because it pays off.
“ Starbucks fans are 38% more likely to visit a store after seeing
a branded message on Facebook.“
8 http://bit.ly/IntuComscore
Some Social acquisition headlines from the last months
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“ Facebook To Buy Instagram for $1 Billion “
“ Microsoft Buys Yammer For $1.2 Billion ”
“ Oracle buys social marketing startup Virtrue for $300 Million ”
“ LinkedIn Buys SlideShare for $119 Millions ““ Salesforce Acquires Buddy Media for $689 Million “
“ Facebook is Worth More Than McDonald’s and 5 Other Giant Brands “
It’s (Social) Shopping time.Social is Serious Business.
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$10.3 B / 2004$7.4 B / 2009$1.4 B / 2012
$1.1 B / 2011$1.5 B / 2011$300 M / 2012$1.0 B / 2010$3.3 B / 2007 / 2012
$1.0 B / 2012
/ 2012 / 2011
/ 2012 / 2011
/ 2011
$50 M / 09
/ 2012
$ 40 M / 2011
/ 2012
/ 2010 / 2012
/ 2012
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ibm.com/CEOstudy
ibm.com/CEOstudy
In 5 years time CEOs will be chosen
by its online reputation and Social Network Influence
Personal Summary of theIBM Global CEO Study 2012
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Are you a Social Business?
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• 1. How social is your CEO? Top down: Lead by example. Make social a priority.
• 2. Is your culture ready?Bottom up: Identify potential changedrivers, digital natives & supporters, group groups and train specifically.
• 3. Who are SoMe supporters?Self-driven: Give Early adopters spaceto experiment. Communicate results. Benchmark (competitors & pioneers).
• 4. Where are your customers?Customer-focus: Be where they are.
• 5. What data can you use?Inside out: Leverage data to benefit your customers and you.
bit.ly/IntuTop2
Social Media at Intuit = Culture + Tools
• Internal & external
• Content generation
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Blogs Facebook Twitter Community LinkedIn
YouTube
Mobile
Yammer
Radian6
Idea sharing
CultureIntegrate at all touch points Change mindsets Prepare innovation
• Engagement• Awareness• Acquisition• Lean
experiments
• Listening & Learning
• ConversationAnalysis
• Influencer• Trends/Topics
• Feedback & Co-creation
• Self-help• Brand
ambassadors• Community of
interest• Word of Mouth
Six Things We Learned
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1. Maximize the use of Facebook
• User & Fan acquisition• Increase sales• In-Product Social Sharing• Social Games• Awareness• Infographics• Recruiting• Lean experimentation
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Dare to Experiment
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2. Do LEAN experimentationNobody wants your product. Prove the opposite.
• Build & prove your hypothesis before taking decisions• Don’t do surveys - test real behaviour:• Don’t guess, test (everything A/B/C)
• Keep Small StartUp teams within your global corporation• Leverage Facebook to pre-test
demand, messaging, feedbackbefore launching product/campaign• Foster innovation & learning
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Defi
nit
ion
Acti
on
sLearn
ing
s
• Based on Lean Manufacturing principles• Result oriented, data-driven decision tool• Increasing frequency of contact with customer
in order to avoid incorrect market assumptions as early as possible
• Reduce waste, inefficiency and time
3. Advocacy MarketingStep 1: Identify Your Advocates
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Step 2: Make It Easy To Be An Advocate and find out what drives them to share
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Insight: 3 x more wrote a review than shared content created by Intuit.
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Advocacy MarketingStep 3: Prompt Advocates To Share
4. Sales Campaign via Facebook do workFacebook Fan Gate Facebook Ads
Social Posts from Retailers
Countdown PageTips:• Paid ads have a
place in social• Like gate your page:
campaign resulted in 5% increase in base.
• Build strong partnerships
• Time-limited offers - Don’t overdo.
Facebook Reveal Page
5. Create Infographics: WOM on Steroids• Create and share infographics regularly to drive traffic, improve SEO, increase sharing etc.• 2,760% increase in sharing vs. blog posts
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"It was great to meet the staff and see the fantastic work that Intuit is doing to support small businesses. I want to thank Intuit very much for hosting me, and thank everyone for coming and asking such good questions and making such good points today." Prime Minister David Cameron
The PM thanks Intuit for hosting event
6. Build sustainable thought-leadership platforms and strong relationships
What’s next? Read!
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B2B Social Media Books – in one phrase
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14 case studies show why CEOs
must take Social Media
seriously
• Measure everything (ROI)• Show the impact
• Adapt Net Promoter Score• Start Lean experimtation
Over deliver & delight your
costumer
Social Technologies transformed
business. Adapt or lose.
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Connect via Hachi at http://bit.ly/MeetIntuit
What’s your learning from this presentation?Tweet @IntuitUK and connect with us – we’re hiring
http://uk.linkedin.com/in/bjoernuehss@QuickBooksWorld @faiM
http://uk.linkedin.com/in/amberhayward@IntuitUK @PolkGulchHaiku
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