SlideShare une entreprise Scribd logo
1  sur  12
Télécharger pour lire hors ligne
TurboTax Social Media: Powered by The Customer
Scott Gulbransen/PR & Social Media @prgully Facebook.com/scottgulbransen Personal Blog:  www.scottgulbransen.com Dad’s Blog:  www.everyotherthursday.com
Sexy??? 1 Sexy! Sexy!
Sexy??? 1 Hell no! @$#! No!
Customers Tell Our Story 2 OBJECTIVES ,[object Object],[object Object],Twitter Facebook YouTube Channels
Freeloader Nation 3 Campaign Ecosystem
Freeloader Nation 3 ,[object Object],[object Object],[object Object],How it worked Secret Show Integration ,[object Object],[object Object],[object Object],[object Object]
Social Experiment: 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],Create a conversation that connects the TurboTax brand to FREE Goal How
And the Winner is… 4 Campaign Exposure ,[object Object],[object Object],[object Object],[object Object],And the winner of $10,000 is… @LuckyCat7 via Twitter: I like twitter because people can follow me ~ just don't follow me to the bank when i win the $25k from turbotax!
Targeting Twitter 4
Proof in the Pudding 5 Friends:  ( +5 ) pts lift ,[object Object],[object Object],Non-Exposed Friends Unaided Awareness Total Awareness Avg. Positive Attributes Purchase Intent Familiarity TurboTax Brand Image Attributes - Top Two Box Pt Diff. Is the easiest way to get the biggest refund +8 pts Is the easiest way to prepare my taxes +2 pts Does the work for me +1 pts Gets me the most deductions  +6 pts Covers all my tax needs no matter what my situation +10 pts Is a good value for the money +13 pts Makes tax preparation easier than other brands of software - Is a brand I trust - Gives me confidence to do my own taxes +1 pts Is worth paying a higher price for given its superior features +10 pts Average Brand Image Attributes +5 pts
Scott Gulbransen TurboTax PR&Social Media @prgully Facebook.com/scottgulbransen Personal Blog:  www.scottgulbransen.com Dad’s Blog:  www.everyotherthursday.com

Contenu connexe

Similaire à Turbo Tax & Social Media

BDI 1/13/10 Social Integration Conference - Intuit TurboTax Case Study
BDI 1/13/10 Social Integration Conference - Intuit TurboTax Case StudyBDI 1/13/10 Social Integration Conference - Intuit TurboTax Case Study
BDI 1/13/10 Social Integration Conference - Intuit TurboTax Case StudyBusiness Development Institute
 
Entrepreneur Mom Now Winnipeg Pink Partnership Overview
Entrepreneur Mom Now Winnipeg Pink Partnership OverviewEntrepreneur Mom Now Winnipeg Pink Partnership Overview
Entrepreneur Mom Now Winnipeg Pink Partnership OverviewCindy Cannon
 
Nonprofit Crowdfunding - How to Win Friends and Influence Donors
Nonprofit Crowdfunding - How to Win Friends and Influence DonorsNonprofit Crowdfunding - How to Win Friends and Influence Donors
Nonprofit Crowdfunding - How to Win Friends and Influence DonorsBloomerang
 
Introduction to #GivingTuesday 2015 with Razoo
Introduction to #GivingTuesday 2015 with RazooIntroduction to #GivingTuesday 2015 with Razoo
Introduction to #GivingTuesday 2015 with RazooRazooGiving
 
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutesBloomerang
 
Driving Engagement & Income with Customer Journeys
Driving Engagement & Income with Customer Journeys Driving Engagement & Income with Customer Journeys
Driving Engagement & Income with Customer Journeys Purple Vision
 
Crowdfunding for Social Impact
Crowdfunding for Social ImpactCrowdfunding for Social Impact
Crowdfunding for Social ImpactStartSomeGood
 
Social Media Contests: What Works & What's Legal?
Social Media Contests: What Works & What's Legal?Social Media Contests: What Works & What's Legal?
Social Media Contests: What Works & What's Legal?DGdesign
 
Keys to hacking crowdfunding
Keys to hacking crowdfundingKeys to hacking crowdfunding
Keys to hacking crowdfundingideatoipo
 
Social Media Campaign & Audit Report: Tatte Bakery & Cafe (Parthvi Gor and Team)
Social Media Campaign & Audit Report: Tatte Bakery & Cafe (Parthvi Gor and Team)Social Media Campaign & Audit Report: Tatte Bakery & Cafe (Parthvi Gor and Team)
Social Media Campaign & Audit Report: Tatte Bakery & Cafe (Parthvi Gor and Team)ParthviGor2
 
Presenting your Virtual Ask.pdf
Presenting your Virtual Ask.pdfPresenting your Virtual Ask.pdf
Presenting your Virtual Ask.pdfBloomerang
 
Make Money with Affiliate Marketing - A Guide For New Affiliates
Make Money with Affiliate Marketing - A Guide For New AffiliatesMake Money with Affiliate Marketing - A Guide For New Affiliates
Make Money with Affiliate Marketing - A Guide For New AffiliatesDanay Escanaverino
 
Social Media for NGO by Guruonline
Social Media for NGO by Guruonline Social Media for NGO by Guruonline
Social Media for NGO by Guruonline Anson Tung
 
7 Event Marketing Sins You're Committing
7 Event Marketing Sins You're Committing7 Event Marketing Sins You're Committing
7 Event Marketing Sins You're CommittingTINT
 
Lithium Likes to Loves Tour - Silicon Valley
Lithium Likes to Loves Tour - Silicon ValleyLithium Likes to Loves Tour - Silicon Valley
Lithium Likes to Loves Tour - Silicon ValleyLithium
 
5 Best Practices for Nonprofit Websites
5 Best Practices for Nonprofit Websites5 Best Practices for Nonprofit Websites
5 Best Practices for Nonprofit WebsitesTara Claeys
 
GlobalGiving Online Fundraising Workshop New York City
GlobalGiving Online Fundraising Workshop New York CityGlobalGiving Online Fundraising Workshop New York City
GlobalGiving Online Fundraising Workshop New York CityGlobalGiving
 
Webcentives Smadja toluna - Slideshow
Webcentives Smadja toluna - SlideshowWebcentives Smadja toluna - Slideshow
Webcentives Smadja toluna - SlideshowFrank Smadja
 
How to Communicate with Supporters Before, During and After a Fundraising Event
How to Communicate with Supporters Before, During and After a Fundraising EventHow to Communicate with Supporters Before, During and After a Fundraising Event
How to Communicate with Supporters Before, During and After a Fundraising EventConstant Contact
 
Digital Hot List - Notable.tv
Digital Hot List - Notable.tvDigital Hot List - Notable.tv
Digital Hot List - Notable.tvAchillesMedia
 

Similaire à Turbo Tax & Social Media (20)

BDI 1/13/10 Social Integration Conference - Intuit TurboTax Case Study
BDI 1/13/10 Social Integration Conference - Intuit TurboTax Case StudyBDI 1/13/10 Social Integration Conference - Intuit TurboTax Case Study
BDI 1/13/10 Social Integration Conference - Intuit TurboTax Case Study
 
Entrepreneur Mom Now Winnipeg Pink Partnership Overview
Entrepreneur Mom Now Winnipeg Pink Partnership OverviewEntrepreneur Mom Now Winnipeg Pink Partnership Overview
Entrepreneur Mom Now Winnipeg Pink Partnership Overview
 
Nonprofit Crowdfunding - How to Win Friends and Influence Donors
Nonprofit Crowdfunding - How to Win Friends and Influence DonorsNonprofit Crowdfunding - How to Win Friends and Influence Donors
Nonprofit Crowdfunding - How to Win Friends and Influence Donors
 
Introduction to #GivingTuesday 2015 with Razoo
Introduction to #GivingTuesday 2015 with RazooIntroduction to #GivingTuesday 2015 with Razoo
Introduction to #GivingTuesday 2015 with Razoo
 
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
“Best Of” Digital Fundraising Examples: 45 Slides In 45 minutes
 
Driving Engagement & Income with Customer Journeys
Driving Engagement & Income with Customer Journeys Driving Engagement & Income with Customer Journeys
Driving Engagement & Income with Customer Journeys
 
Crowdfunding for Social Impact
Crowdfunding for Social ImpactCrowdfunding for Social Impact
Crowdfunding for Social Impact
 
Social Media Contests: What Works & What's Legal?
Social Media Contests: What Works & What's Legal?Social Media Contests: What Works & What's Legal?
Social Media Contests: What Works & What's Legal?
 
Keys to hacking crowdfunding
Keys to hacking crowdfundingKeys to hacking crowdfunding
Keys to hacking crowdfunding
 
Social Media Campaign & Audit Report: Tatte Bakery & Cafe (Parthvi Gor and Team)
Social Media Campaign & Audit Report: Tatte Bakery & Cafe (Parthvi Gor and Team)Social Media Campaign & Audit Report: Tatte Bakery & Cafe (Parthvi Gor and Team)
Social Media Campaign & Audit Report: Tatte Bakery & Cafe (Parthvi Gor and Team)
 
Presenting your Virtual Ask.pdf
Presenting your Virtual Ask.pdfPresenting your Virtual Ask.pdf
Presenting your Virtual Ask.pdf
 
Make Money with Affiliate Marketing - A Guide For New Affiliates
Make Money with Affiliate Marketing - A Guide For New AffiliatesMake Money with Affiliate Marketing - A Guide For New Affiliates
Make Money with Affiliate Marketing - A Guide For New Affiliates
 
Social Media for NGO by Guruonline
Social Media for NGO by Guruonline Social Media for NGO by Guruonline
Social Media for NGO by Guruonline
 
7 Event Marketing Sins You're Committing
7 Event Marketing Sins You're Committing7 Event Marketing Sins You're Committing
7 Event Marketing Sins You're Committing
 
Lithium Likes to Loves Tour - Silicon Valley
Lithium Likes to Loves Tour - Silicon ValleyLithium Likes to Loves Tour - Silicon Valley
Lithium Likes to Loves Tour - Silicon Valley
 
5 Best Practices for Nonprofit Websites
5 Best Practices for Nonprofit Websites5 Best Practices for Nonprofit Websites
5 Best Practices for Nonprofit Websites
 
GlobalGiving Online Fundraising Workshop New York City
GlobalGiving Online Fundraising Workshop New York CityGlobalGiving Online Fundraising Workshop New York City
GlobalGiving Online Fundraising Workshop New York City
 
Webcentives Smadja toluna - Slideshow
Webcentives Smadja toluna - SlideshowWebcentives Smadja toluna - Slideshow
Webcentives Smadja toluna - Slideshow
 
How to Communicate with Supporters Before, During and After a Fundraising Event
How to Communicate with Supporters Before, During and After a Fundraising EventHow to Communicate with Supporters Before, During and After a Fundraising Event
How to Communicate with Supporters Before, During and After a Fundraising Event
 
Digital Hot List - Notable.tv
Digital Hot List - Notable.tvDigital Hot List - Notable.tv
Digital Hot List - Notable.tv
 

Dernier

OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Spring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfSpring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfAnna Loughnan Colquhoun
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum ComputingGDSC PJATK
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceMartin Humpolec
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServiceRenan Moreira de Oliveira
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?SANGHEE SHIN
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 

Dernier (20)

OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Spring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfSpring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdf
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum Computing
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your Salesforce
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 

Turbo Tax & Social Media

Notes de l'éditeur

  1. Targeting the right audience…Twitter…SS
  2. Intuit is a very metrics-driven organization and this applies not just advertising and marketing, but also corporate communications where I work day-to-day. If you’re going to get senior leadership buy-in, you’ve gotta have the metrics - What you’re seeing here is our purchase funnel – this is the way we measure advertising and traditional marketing activities too. For positive associations with our brand name, we saw a 5 point lift among friends of those who participated. For purchase intent, we saw a 10 point lift among friends of those who participated. Again, by activating the power of recommendation (or what I’ve called “network effects”) we reached more than 1 million folks.