inside intuit: creating content that drives connections
TRANSCRIPT
![Page 1: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/1.jpg)
@adriandparker
#ANAmarketers
![Page 2: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/2.jpg)
How My Wife Cooks Dinner1) Decide on the menu2) Select accompanying recipe3) Gather ingredients4) Prep items and cooking area5) Cook6) Serve
![Page 3: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/3.jpg)
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
![Page 4: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/4.jpg)
How I Cook Dinner1) Explore the kitchen2) Assess available ingredients3) Propose possible menu4) Feedback5) Cook & sample6) Feedback7) Serve8) Feedback9) Craft recipe
![Page 5: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/5.jpg)
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
![Page 6: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/6.jpg)
![Page 7: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/7.jpg)
@adriandparker
#ANAmarketers
Our Journey Today
Progress over perfection
1.Speak up and share2.Have fun3.Q&A at end4.Deck available via SlideShare Tweeting encouragedShare your thoughts & join the
conversation!
![Page 8: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/8.jpg)
@adriandparker
#ANAmarketers
POP
QUIZ
![Page 9: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/9.jpg)
@adriandparker
#ANAmarketers
Question #1
List 3 brands that you , , , , , or to.
![Page 10: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/10.jpg)
@adriandparker
#ANAmarketers
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
![Page 11: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/11.jpg)
@adriandparker
#ANAmarketers
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 Content Strategically
![Page 12: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/12.jpg)
@adriandparker
#ANAmarketers
Question #2
Why do customers your content or talk about your product?
23
![Page 13: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/13.jpg)
@adriandparker
#ANAmarketers
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
![Page 14: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/14.jpg)
@adriandparker
#ANAmarketers
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
![Page 15: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/15.jpg)
@adriandparker
#ANAmarketers
Question #3
If you could choose anyone in the world to promote your content, who would it be? #ANAmarketers
![Page 16: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/16.jpg)
@adriandparker
#ANAmarketers
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
![Page 17: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/17.jpg)
@adriandparker
#ANAmarketers
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 = Biggest Opportunity
![Page 18: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/18.jpg)
@adriandparker
#ANAmarketers
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 = Biggest Opportunity
Awareness
Trust
![Page 19: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/19.jpg)
@adriandparker
#ANAmarketers
SocialBroadcasters
Mass Influencers
Potential Influencers
Fishing For Influence
Bait: Access & Info
IMPACT PURPOSE
Awareness &
Influence
Demonstrate Brand
Leadership
Bait: Content/InnovationConsideration
& Engagement
Showcase
Innovation
Bait: Shareable ContentPurchase
& Promote
Content
Participation
![Page 20: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/20.jpg)
@adriandparker
#ANAmarketers
Question #4
All social has a ROI
Do you or this statement?
![Page 21: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/21.jpg)
@adriandparker
#ANAmarketers
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
![Page 22: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/22.jpg)
@adriandparker
#ANAmarketers
Optimizing Content By Channel
Awareness
Pre-Assessment
Action
Post-Assessment
Ambassador
Reach
Interaction
Engagement
Retention
Advocacy
Cons
umer
Jour
ney Channel Strategy
Priority Channels•Heavy adoption & awareness•Customizable to biz objectives•Tracking
TWN
![Page 23: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/23.jpg)
@adriandparker
#ANAmarketers
Question #5 You are leaving the house for 24 hours & can only take one of the items below with you. Which one?
Phone
Keys
Wallet
![Page 24: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/24.jpg)
@adriandparker
#ANAmarketers
SOURCE: Network World 2008 - 16% of workers across the world are 'Hyperconnected'
Just ask your customers what’s most important:
#1
Phone
Wallet
#2
Keys
#3
What This Means To You
![Page 25: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/25.jpg)
@adriandparker
#ANAmarketers
SOURCE: Mobile Marketing Statistics – Smart Insights 2012
50%33%
Percent of users who access content via a mobile device:
50%
Social & Mobile Converge
![Page 26: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/26.jpg)
@adriandparker
#ANAmarketers
Question #6
Who is the Head of Social Media for your company?
?Customer
![Page 27: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/27.jpg)
@adriandparker
#ANAmarketers
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 Internal Blueprint for Production
![Page 28: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/28.jpg)
@adriandparker
#ANAmarketers
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
![Page 29: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/29.jpg)
@adriandparker
#ANAmarketers
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
![Page 30: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/30.jpg)
@adriandparker
#ANAmarketers
Thinking Mobile 1st SHOWCASE
• Customer training on the go• Training & Exams• Agile development
Tablet Optimized
• Sharing of course completion• Software badges
Social Integration
![Page 31: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/31.jpg)
@adriandparker
#ANAmarketers
Thinking Mobile 1st SHOWCASE
• Responsive experience• Software Videos• Training & Demos• Social Conversation Feed
Mobile Landing Pages
• Software certification exam• Course training• Desktop/Mobile portability
Mobile Training
• Customers 4.5X more confident in software usage• Users are twice as likely to recommend product to peerOUTCOMES
![Page 32: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/32.jpg)
@adriandparker
#ANAmarketers
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
![Page 33: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/33.jpg)
@adriandparker
#ANAmarketers
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
![Page 34: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/34.jpg)
@adriandparker
#ANAmarketers
Intuit InnovatorsCASE STUDY
The #1 reason financial professionals use social is to attract clients. How do we facilitate their needs while supporting our products?
CHALLENGE
• Facebook reach increased 5X in first week• SOV increased 4 percentage pts / Audience 37% (vs. prior quarter)
OUTCOMES
If we create an experience for customers to share their stories with small business owners, we can increase SOV and ownable content
HYPOTHESIS
• Integrated social channels• Paid & promoted content• Influencer outreach• YouTube hub
TACTICS
![Page 35: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/35.jpg)
@adriandparker
#ANAmarketers
FOCUS ON CUSTOMERSSEEK SURPRISES AND LEARN
RUN FAST EXPERIMENTSSTOP CHASING OTHERS
“
”Scott Cook
![Page 36: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/36.jpg)
@adriandparker
#ANAmarketers
Social Library
Strategy
Business
![Page 37: Inside Intuit: Creating Content That Drives Connections](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d52e3abb61eb6e0b8b460a/html5/thumbnails/37.jpg)
@adriandparker
#ANAmarketers
@adriandparker
facebook.com/adriandparker
adriandparker.com
linkedin.com/in/adriandparker
Adrian Parker
youtube.com/adriandparker
foursquare.com/adriandparker
slideshare.net/adriandparker
adriandparker
pinterest.com/adriandparker
Thank You. Let’s Stay Connected.