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MEM
BER MEETIN
G 40
SO
CIALMEDIA.ORG
Intuit Geoff Morgan
#SelfEmployed awareness campaignLearn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 40Los Angeles7-26-2016
#SelfEmployed Awareness Campaign
Accounting is what SMBs do. I do taxes.
I am the business.
I use my time to make money.
Freedom and flexibility is difficult to
achieve.
The Self-Employed…Awareness
50M Americans are self-employed…and yet many have
no idea they’re part of a movement that’s shaping the
economy and society.
5
Talking to people about self-employed issues is about as exciting as discussing two vs three-ply. It’s not going to resonate.
“Except,” they’ll say.
“I work for myself and what
I do is not boring.”
Two Key Insights Drove Our Strategy
1. People don’t see themselves as self-employed. They’re freelance writers, Lyft Drivers, real estate agents, & artists who sell on Etsy.
2. People are talking about this, but brands aren’t involved. ¾ of mentions don’t include a brand.
à
Aug 1- May 19
SE mentions w/o brands
QBSE & competitors
Customer Backed +
Business Backed
10
Using SE Stories, Tips and Tricks Build Awareness
Give them an identity, and a reason to act. • Celebrate the hustle, and
they’ll nod knowingly. • Show them the hacks that’ll
get them ahead, and they’ll take it. • Offer them a tool to help,
and they’ll try it.
Intuit Confidential and Proprietary 12
Creative Snap Shot
13
How’s it Going? What’s working? What have we learned?
What’s paying off 1. Customer focus 2. Marketing integration. 3. Quality tracking and reporting.
What have we learned 1. Narrow your focus. Be brutal. 2. Spend on creative…and then spend even more to get it
to your audience. 3. Don’t be afraid to sell.
Marketing Integration
Custom Audiences: Borrow what’s already there and build upon it Customer Experience: a consistent spine of creative and messaging across
all channels
DMP OA Social
15
How’s it Going? What’s working? What have we learned?
What’s paying off 1. Customer focus. 2. Marketing integration. 3. Quality tracking and reporting.
What have we learned 1. Narrow your focus. Be brutal. 2. Spend on creative…and then spend even more to get it
to your audience. 3. Don’t be afraid to sell.
16
Quality Tracking And Reporting
your analyst
17
How’s it Going? What’s working? What have we learned?
What’s paying off 1. Customer focus 2. Marketing integration. 3. Quality tracking and reporting.
What have we learned 1. Narrow your focus. Be brutal. 2. Spend on creative…and then spend even more to get it
to your audience. 3. Don’t be afraid to sell.
18
Narrow Your Focus
19
How’s it Going? What’s working? What have we learned?
What’s paying off 1. Customer focus 2. Marketing integration. 3. Quality tracking and reporting.
What have we learned 1. Narrow your focus. Be brutal. 2. Spend on creative…and then spend even more to get it
to your audience. 3. Don’t be afraid to sell.
Intuit Confidential and Proprietary 20
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
MEM
BER MEETIN
G 40
SO
CIALMEDIA.ORG
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 40Los Angeles7-26-2016
