bdi 9/16/09 b2b social communications case studies - intuit
TRANSCRIPT
Elevating the Conversation – Small Business UnitedKira Wampler, Social Media Marketing Leader, Small Business [email protected]; follow me on Twitter @kirasw
Intuit Proprietary & Confidential
Intuit Small Business United
We faced two key challenges1. Intuit as the company’s small business brand was brand new
2. Accounting is Intuit’s flagship business but not a highly discussed topic among small business owners
Intuit Proprietary & Confidential
Intuit Small Business United
The solution – elevate the conversation
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Helping small business owners achieve success while delivering new user growth for, brand engagement with
& positive talk online about Intuit
BloggersSocial Media
Intuit Proprietary & Confidential
Intuit Small Business United
Key elements of Small Business United
• Launched with a video of real small business owners (and real customers too)
• Provided a full suite of free small business products
• Held a competition for over $300K in small business grants
• Donated to several small business organizations
Intuit Proprietary & Confidential
Intuit Small Business United
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Grant competition makes the small business owner the hero, not Intuit
• Nearly 2000 text-based, inspiring, useful and funny stories from real small businesses
• Every story included a tip that others can learn from
• Helps small businesses get visibility for their businesses whether or not they win
• 50 finalists provided emotional, powerful, and creative video entries for the final phase of voting
Intuit Proprietary & Confidential
Intuit Small Business United
Elevating the conversation is good for the bottom lineWe elevated the conversation to small business success
• 1.3MM visits• ~2000 stories, 30,000 ratings• Conversion rate on par w/transaction sites• Over 400MM PR impressions• 12% of total talk about Intuit, 90% positive
And, we delivered significant business results
Intuit Proprietary & Confidential
Intuit Small Business United
Thank you & Q&A