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#InsideIntuit

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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#InsideIntuit

Our Journey Today

Progress over perfection

1.Keep pen & paper handy2.Have fun3.Learn to unlearn4.Deck available via SlideShare Tweeting encouragedShare your thoughts & join the

conversation!

@adriandparker

#InsideIntuit

POP

QUIZ

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Question #1

All social has a ROI

Do you or this statement?

@adriandparker

#InsideIntuit

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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#InsideIntuit

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

@adriandparker

#InsideIntuit

Question #2

Why do customers your content or talk about your product?

23

@adriandparker

#InsideIntuit

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

@adriandparker

#InsideIntuit

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

@adriandparker

#InsideIntuit

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

@adriandparker

#InsideIntuit

Question #3

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

@adriandparker

#InsideIntuit

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 Conversations Strategically

@adriandparker

#InsideIntuit

Question #4

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

@adriandparker

#InsideIntuit

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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#InsideIntuit

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

@adriandparker

#InsideIntuit

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

Awareness

Trust

@adriandparker

#InsideIntuit

SocialBroadcasters

Mass Influencers

Potential Influencers

Bait: Access & Info

Bait: Content/Innovation

Bait: Shareable Content

Fishing For Influence

@adriandparker

#InsideIntuit

Social Service in ActionCASE STUDY

Customers engage across a number of different channels to find solutions for APD software and they expect support on their terms.

CHALLENGE

• Converted detractors into promoters.• Drove 40% of web revenue during promo period.

OUTCOMES

If marketing partners with Sales & Support to filter, escalate and acknowledge customers across multiple channels, we can build promoters.

HYPOTHESIS

• Dedicated Social Managers• Closer partnership with S3• Always-on social presence

TACTICS

@adriandparker

#InsideIntuit

Question #5

Who is the Head of Social Media for your company?

?Customer

@adriandparker

#InsideIntuit

COMPANY CULTURE

Structure

SkillsSystemsSTRATEGY

Organizing Around The Work

@adriandparker

#InsideIntuit

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 Blueprint

@adriandparker

#InsideIntuit

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

@adriandparker

#InsideIntuit

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

@adriandparker

#InsideIntuit

FOCUS ON CUSTOMERSSEEK SURPRISES AND LEARN

RUN FAST EXPERIMENTSSTOP CHASING OTHERS

“

”Scott Cook

@adriandparker

#InsideIntuit

Social Library

Strategy

Business

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#InsideIntuit

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Adrian Parker

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Thank You. Let’s Stay Connected.