From ANA Business-to-Business conference on 12/6/12: Content is the currency of social media and a vital part of creating digital value. In this interactive session, Adrian Parker, Director, Social, Mobile, and Emerging Media at Intuit will share how the software company is restructuring their systems, skills and strategy around a "content-first" mindset. Attendees will walk away with best practices for driving results, leading organizational change and building an end-to-end content strategy.
7. Our Journey Today
Progress over perfection
1. Speak up and share
2. Have fun
3. Q&A at end
4. Deck available via SlideShare
Tweeting encouraged
Share your thoughts & join the conversation!
#ANAmarketers @adriandparker
9. Question #1
List 3 brands that you , ,
, , , or
to.
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10. Think Like A Consumer
They , , , ,
, and for the
same reasons we do.
Why they actually engage: Why brands think they engage:
1. Discount 61% 1. Learn New Products 73%
2. Purchase 55% 2. General Info 71%
3. Reviews/Ranking 53% 3. Submit Opinion 69%
4. General Info 53% 4. Exclusive Info 68%
5. Exclusive Info 52% 5. Reviews/Rankings 67%
Source: Harvard Business Review May 2012 – To Keep Your Customers Keep It Simple
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11. Think About Content Strategically
GOAL: Enterprise-wide priorities
Share of Voice
GOAL: Awareness & Acquisition
GOAL: Communities & Connections
May June July Aug Sept Oct Nov
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12. Question #2
23
Why do customers your
content or talk about your
product?
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13. Sharable Content Isn’t An Accident
4 Motivations To
The Who, How Design for Delight
#1 Product Involvement
& Why of Word exceeded my expectations”
“The product
#2 Self Involvement
20%
of Mouth “I want to show I know a lot about the
34%
product”
Ernest Dichter, 1966
21% #3 Other Involvement
“I want to help others make good decisions”
25%
#4 Message Involvement
“The content is so humorous or informative
that it deserves sharing”
SOURCE: Ernest Dichter “How Word of Mouth Marketing Works” 1966
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14. Focus On Consumer Needs Not Brand Wants
Delight Customers Thru Innovation
Design for Delight
Know them &
exceed their Think big and
expectations evaluate hard
Spend more time
talking to them than
talking about them
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15. Question #3
If you could choose anyone in the world to
promote your content, who would it be?
#ANAmarketers
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16. Our Biggest Challenge
CONSUMERS
TRUST
THESE 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/
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17. Our Biggest Challenge = Biggest Opportunity
BRANDS
INVEST
IN THESE FORMS OF
MARKETING:
1 Circular
2 Television
3 Direct Mail
4 Search
5 Email
6 Radio
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
#ANAmarketers @adriandparker
18. Our Biggest Challenge = Biggest Opportunity
BRANDS
INVEST
Awareness
MARKETING:
IN THESE FORMS OF
1 Circular
2 Television
3 Direct Mail
Trust 4 Search
5 Email
6 Radio
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
#ANAmarketers @adriandparker
19. Fishing For Influence
Social
IMPACT
Broadcasters PURPOSE
Awareness & Bait: Access & Info Demonstrate Brand
Influence Leadership
Mass Influencers
Consideration Showcase
& Engagement
Bait: Content/Innovation Innovation
Potential Influencers
Purchase Content
Bait: Shareable Content
& Promote Participation
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20. Question #4
Do you or this statement?
All social
has a ROI
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21. Measuring ROI
3 Dimensions of Return On Impact
STRATEGIC INNOVATION FINANCIAL
Drive the company vision Ignite ideas & learning Maximize high ROI tactics
•NPS •Media coverage •Revenue/Conversion
•Sentiment •Intent to purchase •Leads per $ spent
•Mentions •Virality/Resonance •Customer Loyalty/LTV
•Share of Voice •Consumer Insights •Cost Avoidance
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23. Question #5
You are leaving the house for 24
hours & can only take one of the
items below with you. Which one?
Wallet Keys Phone
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24. What This Means To You
Just ask your customers what’s most important:
#1 #2 #3
Phone Wallet
SOURCE: Network World 2008 - 16% of workers across the world are 'Hyperconnected'
Keys
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25. Social & Mobile Converge
Percent of users who access
content via a mobile device:
% 50 % %
33 50
SOURCE: Mobile Marketing Statistics – Smart Insights 2012
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26. Question #6
Who is the Head of Social Media
for your company?
?
Customer
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27. Building Your Internal Blueprint for Production
INTUIT
Employees Customer Shareholder
Social, Mobile & Global
DIVISION STRATEGY
Social Center of Excellence
Social Vision
Grow Tax
Measurement Sales Support PR
Toolkit Lead Gen & Community & Media, Promoters,
Grow Acquisition Customers Community
Accounting Charter
Governance
Penetrate
Base
Roadmap Social/Mobile Mktg
Education
Accelerate Research Marketing Strategy
Content &
Tech
Influencers Community Owned Assets
Small Biz Vendors
ecosystem
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28. Plan Across Multiple Horizons
2011 2012 2013 2014
Learning & Channel Center of Customer-Centric
Development Marketing Excellence Marketing
Ancillary Function & Manage Creative, Multichannel Customer Alignment and X-Biz
Specialized Execution Communities & Engagement Consultants & Enablers Integration
Decentralized Coordinated Hub & Spoke Holistic
SOURCE: Altimeter Group
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29. Plan Across Multiple Horizons
Sales & Support
•Social Ambassadors
•Empowered Staff
2011 2012 2013 2014
Product •Training Owned Assets
•Optimize experience •Integrated Creative
Learning Loop
•Feedback & Channel Center of Customer-Centric
•Shared Resources
Development
•Social Integration Marketing Excellence Marketing
Ancillary Function & Manage Creative, Multichannel Customer Alignment and X-Biz
Specialized Execution Communities & Engagement Consultants & Enablers Integration
CUSTOMER
Promoters Community
•Users Helping Users
•Media Coverage
•Dedicated Resources
•Ambassadors
•Disruptive Promotions
•Thought Leadership
•Own The Conversation
•Integrated Events Content
Decentralized Coordinated Hub & Spoke Holistic
•Quality Video
•Mobile-enabled
•Simple
•Consumer & Biz Generated
SOURCE: Altimeter Group
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30. SHOWCASE Thinking Mobile 1st
Tablet Optimized
•Customer training on the go
•Training & Exams
•Agile development
Social Integration
•Sharing of course completion
•Software badges
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31. SHOWCASE Thinking Mobile 1st
Mobile Landing Pages
•Responsive experience
•Software Videos
•Training & Demos
•Social Conversation Feed
Mobile Training
•Software certification exam
•Course training
•Desktop/Mobile portability
•Customers 4.5X more confident in software usage
OUTCOMES •Users are twice as likely to recommend product to peer
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32. CASE STUDY Off-Peak Content Engagement
CHALLENGE HYPOTHESIS TACTICS
During tax season Tax Simple messages of humor and •Source UGC
Professionals are hard to appreciation combined with •Create cartoon content
reach and engagement clear calls-to-action will ignite •Encourage sharing/spread
requires a different Tax chatter.
approach.
•Facebook engagement increased 10X
OUTCOMES
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33. CASE STUDY Promoting Intuit Tax Online
CHALLENGE HYPOTHESIS TACTICS
New cloud-based tax By focusing all social channels •Integrated online campaign
software, Intuit Tax Online, on a singular theme and •Tradeshow event
has relatively low awareness creating an online event for •Social channel takeover
in emerging category. SaaS software, we can increase
SOV 50%.
•SOV increased 3X in 4 days
OUTCOMES
•Tax Online trials increased 24% and registrations 18%
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34. CASE STUDY Intuit Innovators
CHALLENGE HYPOTHESIS TACTICS
The #1 reason financial If we create an experience for •Integrated social channels
professionals use social is to customers to share their stories •Paid & promoted content
attract clients. How do we with small business owners, we •Influencer outreach
facilitate their needs while can increase SOV and ownable •YouTube hub
supporting our products? content
•Facebook reach increased 5X in first week
OUTCOMES
•SOV increased 4 percentage pts / Audience 37% (vs. prior quarter)
#ANAmarketers @adriandparker
Image by Justin Stephenshttp://www.inc.com/ss/reflections-entrepreneurial-journey
Four motivations for a person to communicate about brands:The first (about 33% of the cases) is because of product-involvement. The experience is so novel and pleasurable that it must be shared. The second (about 24%) is self-involvement. Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority. The third (around 20%) is other-involvement. The speaker wants to reach out and help to express neighborliness, caring, and friendship.The fourth (around 20%) is message-involvement. The message is so humorous or informative that it deserves sharing.http://blogs.hbr.org/cs/2011/06/secrets_of_social_media_reveal.htmlhttp://www.ignitesocialmedia.com/social-media-promotion/why-people-share-content/
Rapid Experimentation with Customers...never get too far from your customer without getting input...this is not to say customers have the answers, but it does state you are keeping staying close to your target and understand their point of viewGo Broad to Go NarrowQuite simply this argues that if you are to come up with one great idea, you’d better think up a whole lot more ideas than the one idea you think is great....and to be clear..when we say go narrow...what we are stating is that you need to be critical and disciplined about the evaluation of all ideas.Deep Customer EmpathyThis is the workhorse of Intuit. If you do not know your customer better than they know themselves, you can never delight them. You can never exceed their expectations... Your competitors now often start-ups, solving for their needs....how will you compete with that? This is how the mighty fall....
Image by Justin Stephenshttp://www.inc.com/ss/reflections-entrepreneurial-journey
Tactical business recommendations on how to Listen, Talk, Energize, Support and Embrace your customers using social technology.A detailed explanation of the shift in brands’ relationships with their customers, which is characterized by shift in control and power.Guidance on the various types of online activities (aka “technographics) that consumers use and how to determine which is right for your brand.
Image by Justin Stephenshttp://www.inc.com/ss/reflections-entrepreneurial-journey