Intuit Case Study: Social Media EducationRichard Margetic@ByJove

Empower, enthuse and educate your workforce to become a social business from top to bottom

State of the Business

1. Change in product offering

2. Shift in brand

3. Transition in messaging

Three major moves under way:

State of Social

• Marketing focus exclusively• Upper funnel and campaigns• Owned social: primarily Facebook and

Twitter• Nascent analytics• Embryonic content strategy• Limited employee advocacy pilot

5 Steps to a social infrastructure

1. A communication system to educate and inform

2. Platform agnostic strategy3. Engagement management4. Data and Analytics to drive business5. Project synthesis

1: Employee Education

All employees

Advocate employees

Expert employees

Goal: Amplification

Goal: Engagement

Goal: Compliance

Executives

Goal:

ThoughtLeadership

Embedding Social

Our goal is not to just get our employees activated in

social media, but to get social thinking

activated in our employees.

2: Strategy

Strategy

• The intersection of social motivation and business objectives

• Move from social marketing to social business

• Take advantage of the extra dimensions social brings to the table– Unilateral to multilateral– Rich data– Relationship building

Campaign Marketing

interest

year

campaigncampaign

campaign

• Marketing campaigns have to start from scratch every time

• New microsite, landing pages have to be developed

• Relationships start and stop, disrupting conversations and data

Social-driven Marketing• Create a persistent, durable, cross-platform

community supported by campaigns and consistent social interaction, yielding sustained relationships, helping to inspire loyalty and advocacy

social media base

campaign

platform/service

year

interest

3: Engagement Management

Four Priority Engagements

Influencers

Ravers

Experts

Ranters

Goal

Influencers

Ravers

Experts

Ranters

4: Social Analytics

Feedback Loop• Aggregate data• Consolidate tools• Triangulate across VOC vehicles– Social Media– In product feedback– Ratings and Reviews– Chat transcripts

• Apply text analytics– Marketing– Product– Care– Sales

17

Social Media Health Index

Why we needed a social media index

1. A rich and accessible source of structured and unstructured data2. “Info-besity “problem: wide variety of metrics in the market3. Difficult to digest and act on all the data … what is most important?

Our SolutionBuild a Social Media Health Index (SMHI) that:

A. Aggregates all social metrics into one number that’s easy to track and interpret

B. Weight the index to represent the importance of a social metric on the business – from upfront sales to retention

C. Train marketers and show learnings from the social indexD. Build in the ability for the index formula to have self learning

capabilities

Wide Variety of Metrics Feed the Index40+ metrics are tracked for the QB social media program – these ladder

up to five categories of metrics that then feed into the index.

SentimentFollowers Mentions Engagement Reach

Mass – Sub Index Velocity –Sub

Index

Quantity Quality SpeedDirection

Social Health Index

• Each metric is weighted against business impact• Weighting is extremely granular – measures impact by type of engagement• This index is self-learning and re-calibrates

5: Project Synthesis

Paid, Owned and Earned

Original order of priority1. Owned2. Paid3. Earned

Truly Owned Social

• Traditional owned is merely rented• In truly owned social media, you own the– Terms of Service– User experience– Data– Relationships

New Social Media Priorities

1. Owned2. Earned3. Paid4. Leased

Owned

Small Business Center

OwnedSmall Business Community

Leased

Paid

Topic Link

Paid, Owned, Earned and Leased

Content drives conversations. Conversations drive relationships. Relationships drive community. Community drives data.

QB

TopicExpert

Paid

Earned Earned

Synthesized SocialExtended the ecosystem and created a repeatable cycle of engagement on top of a durable community

Destination Own It: An persistent social community

Expert Program Small Business CenterEmployee Experts Social network integration

Live Events QuickBooks Connect SBBG

March 2015 – Sept 2015 November 2015 Feb 2015 – Feb 2016

Ongoing Campaign

Today• Integrated social across marketing, product and care teams• Newly launched community at OwnIt.com• Small Business Big Game Super Bowl contest hosted there• Content Marketing efforts being funneled through it• QuickBooks Small Business and Product Experts activated on

it

Tomorrow• Integrated into the product• Identities combined with CRM data• Conversations added to text analytics