B2 b social media marketing summit london final presentation uehss_haywardfinal

people

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?

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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

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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.

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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

Pinterest

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

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