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Kira Wampler, former Group Marketing Manager of Online Engagement at Intuit tackles one of the biggest challenges for any Social Media team - making the connection between social activity and actual business performance. Where fans, followers, likes and shares may be appropriate for a company just starting out, companies further along in the journey are searching for ways to tie social engagement to business outcomes. In this deck, Kira explains how Intuit was able to: - Establish a baseline of customer experience; - Integrate online and offline customer feedback to - identify opportunities for improvement; - Apply four approaches to make the measurement connection between social media and actual business results; - Improve customer sentiment by 30% in three months; and - Reply to 100 percent of Amazon Quickbooks Pro 2010 reviews, which resulted in a double digit % increase on sales.
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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