Seth Greenberg TurboTax ANA Masters of Marketing 2010 Presentation
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This is a copy of my presentation at the 2010 ANA Masters of Marketing in Orlando Florida on October 16th, 2010
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Seth Greenberg TurboTax ANA Masters of Marketing 2010 Presentation
- 1. The $ocial rEvolution at TurboTax “Friendcasting” in the age of media anarchy Seth Greenberg, VP Global Media & Digital Marketing @SethG
- 2. Who we are A leading provider of business and financial management solutions
- 3. Proven formula: lots of delighted customers… >20M TurboTax Users 7M Small Business Users 15M Quicken/Mint Consumer Users 250K Accountants 1,600 Financial Institutions Serving 9M End-customers Our Customers Improving 50M Lives Our Mission: To be apremier innovative growth company that improves our customers’ financial lives so profoundly…they can’t imagine going back to the old way Based on Intuit estimates
- 4. Enabled by talented & engaged employees 4 Most Admired: Software Industry Strong Employee Engagement 7 Years in a row Best in Class = > 93% 2004 2005 2006 2007 2008 2009 Best in Class = > 84% World’s Most Admired Companies Fortune Top 100 Places to Work
- 5. #1 #1 #1 #1 #1 Personal Financial Management Consumer Tax Prep Small Business Financial Management With Accountants Online banking for Mid-sized financial institutions Leaders in all of our markets
- 6. Advertising Challenge: Navigating through a Complex Ecosystem to Achieve Great Outcomes
- 8. Organizing for Integration Offline Objectives Online Objectives Offline Plan Online Plan New Approach Old Approach Integrated Principles Offline Objectives Online Objectives Offline Media Plan Online Media Plan
- 9. First Time Customers Q: To the best of your knowledge, how did you first learn about TurboTax? Source: Customer Survey FFA Excluded Source: 2010 TurboTax customer survey
- 10. FY10 Learnings from a Brief History of our Social Media Universe… Orbiting around our product Ft. Vanilla Ice Incented Updates Ping Pong and TaxesA Guerilla Mktg Experiment The Tax Laughwith Jay Mohr
- 11. Social “ME”diaA key piece of our communication strategy
- 12. Why do we do social? Can be an influential persuasion engine by empowering our customersto be our best sales force
- 13. But There is a Lot of Noise So How do you cut through the clutter?
- 14. Friendcasting: TurboTax Social MEdia Big Bets Facebook Share – Customerspublish moments of delight to their newsfeed Objective: Promoting TurboTax through “Friendcasting” will help drive sales via WOM and trusted networks. 2. “FriendsLikeYou.com” Reviews -Connect people to reviews written by “people like you” and/or their actual friends Objective: Innovate new ways and places to read and personalize customer reviews to drive sales
- 15. Big Bet #1: Publish to Facebook Newsfeed Hypothesis Enabling our customers to becoming a WOM Army through “Friendcasting” will drive sales 15 15
- 17. Comparison to other marketing vehicles (cost efficiency, effectiveness)1 10M 100K Facebook Newsfeed 15M 2 500K 2M 100K Friend’s FB News Feed 2a Friendcasting = No Media Costs! 4x Display Avg CTR +30% Conversion rates +79% New customers
- 18. Debunking common Myths and Excuses Social can be measurable. It is about the driving revenue and impact. Buzz Viral Friendcasting Fans Authenticity Transparency Friendcasting: 4x Display Avg CTR +30% Conversion rates +79% New customers
- 22. Microsite
- 23. SEO Ranking #1 for “TurboTax Reviews”
- 24. High CTR
- 26. Mashup: Advertising meets Social NYTimes Example
- 27. Contextually Relevant Banner Ads (for good, not evil)
- 28. Cross Platform Social Integration: Innovative Campaign with NBCU GPS & Friends Like You Campaign NBC Talent in Custom Vignettes Driving Online FriendsLikeYou.com TurboTax makes it easy to get your Maximum Refund 10 CUSTOM TV SPOTS ACROSS NBCU’S MOST POWERFUL PROPERTIES AND PLATFORMS….PRIMETIME AIRINGS
- 29. Integration – Offline Driving to Online ABC Jimmy Kimmel Prime Time Online Driver Backstage @ the Grammys
- 31. Turning the tables on hiring process
- 32. Glamour Magazine Featured Article
- 33. 2 cyberstalkers
- 35. www.TheCoolerEmployee.com5 Tips for hiring success: 1. Treat it like a marketing campaign, be creative and break through the clutter, Vanity URLs, tap your own social network and be wherever appropriate and unique that targets the best prospects 2. Hiring Managers own the outcome. Lead the process, pre-screen resumes, continue to optimize the “campaign” 3. Be proactive with your recruiter. Make this event (from conception through offer) one of your top 3 priorities each day 4. Partner up with your recruiter, stay connected every day (show appreciation for what they do) 5. This is the one time where the lower the conversion rate, the better
- 36. Thank You and congrats ANA on the big 100! Seth Greenberg Vice President, Global Media & Digital Marketing Intuit, Inc Twitter: @sethg
Notas del editor
- The combination of our mission, our values , our two core capabilities and our commitment to True North outcomes…Are more than just Power Point slides…they have produced a strong and growing company that over 27 years has made a significant impact on our employees’, our customers’ , and our shareholders’ lives…For employees…we have been ranked for 7 years as one of the most admired SW companies in the world…ranking as #1 for 5 of those years…Our engagement scores are near best in class levels…And we have in the running to be ranked among the 100 best places to work for the 10th year in a row…
- How and where they want to talk
- Get more customers, expensive to lose them/get them backTime crunch: makes sense to enable customers to speak on our behalf (even the bad stuff is visible) – get out of the way to let our customers do it. Cutting through the noise/relevancy – ie reviewsInnovation (NBC, social as an asset)Leveraging natural human behavior to drive (reviews, celebrate when done, vocal when not happy, search
- And by the way, you can achieve it, no matter what category you’re in
- Cut through the noise with RelevancyTesting with paid search, displayHere’s how we personalize
- Interject ourselves using traditional marketing to enable engagement