1.
Employer Branding Social Media Plan
Produced For:

2.
Introductory Slides
I’ve left out the following optional slides from this presentation:
• The social media landscape
• State of social media in IT
• SWOT analysis of Intuit’s current Digital Media initiatives
• Comparison between Intuit and its competitors
• Benchmarking against some of the best in class
NOTE: Slides 7 – 10 are merely samples to demonstrate the idea behind how individual channel strategies and
campaign related initiatives will be developed.

3.
1
Short-term (12 month) Strategy
Create Visibility:
Look to expand Intuit’s
footprint and presence.
Brand Intuit as one of
the best companies
to work for
.
Leverage
Develop Brand Persona:
Implement campaigns that will
entice the TG and will position
Intuit as one of the best places
to work.
Engage existing and potential employees/talent
.
Create/nurture social properties across relevant channels
Grow
Engage
Generate Traction:
Build and nurture a community
of well engaged fans, in the
form of employees and
potential talent.

4.
2
Linking Objectives to Processes
OBJECTIVES FOR INTUIT PROCESSES INVOLVED
Create/nurture social properties across relevant channels
Engage existing and potential employees/talent
Brand Intuit as one of the best companies to work for
1.
2.
3.
• Presence Management
• Community Management/Moderation
• Response Management
• Advocacy Management
• Campaign Management

5.
3
Process Definitions
Presence
Management
• Audit existing Intuit
social properties
• Revamp UI and UX
for branding and
messaging
consistency
• Identify and set-up
presence on new
platforms/channels
• Maintain a centrally
accessible content
calendar
• Aggregate and
repurpose content
and optimize for
social media
• Develop artwork
• Publish content
• Promote content
across channels
and sites
Community
Management
• Listen to
conversations and
mentions about
Intuit across digital
channels including
discussion forums
and job boards
• Manage comments
and user
interactions
• Create
opportunities for 2-
way interactions
• Nurture and grow
community of loyal
followers/fans
• Keep track of
competitor best
practices
Response
Management
• Build a repository of
canned responses
for generic
enquiries
• Work with Intuit’s
internal
stakeholders to
draft responses to
level 1 and level 2
(high
importance)user
posts
• Work with PR team
to build
contingency plans
for negative
sentiment backlash
Campaign
Management
• Develop
campaigns for
employer branding
• Constantly ideate
to come up with
innovative
campaigns
• Leverage content
like testimonials,
corporate films,
work culture
demonstrations etc.
to create
engaging
campaigns
• Implement and
monitor campaigns
across channels
Advocacy
Management
• Identify both
external and
internal advocates
whose networks
can be leveraged
to propagate
Intuit’s brand
messaging
• Build a list of
advocates who
can be used to
augment positive
sentiment and
neutralize negative
sentiment, when
the need arises

6.
4
Implementation Roadmap
The processes will be implemented over 3 phases, in order to reach critical
mass at the end of 12 months and scale further
SCALE
Priority Scale
Lowest
Highest
PHASE 1
Community Management
Presence Management
PHASE 2
Response Management
Campaign Management
Community Management
Presence Management
PHASE 3
Advocacy Management
Response Management
Campaign Management
Community Management
Presence Management
0 – 3 months 3 – 7 months 8 – 12 months 12+ months

7.
5
Setting Expectations – Broad Overview
Process
Presence
Management
Community
Management
Response
Management
(Vendor) Intuit Deliverable to Intuit
• Identify relevant channels where
Intuit needs to be present
• Set-up presence and nurture
fan/follower base
• Work with Intuit’s marketing team
and other internal functions to
aggregate/develop content
• Publish posts and subsequently
generate traction for the content
• Access to marketing and other
functional/business stakeholders
• Content/graphic/logo/color palette
guidelines
• Sign-off on content and channel
specific activities
• Appealing content and UX across
channels
• Increased engagement using peak time
and content relevance metrics
• Create opportunities for 2-way
interactions
• Listen to what is being spoken
about Intuit across the digital
landscape
-
• Custom alerts to Intuit stakeholders
whenever there’s a level 1 (High
importance) incident/comment
• Daily/weekly summary of top
conversations, sentiment, influencers etc.
• Work with Intuit to draft responses
to user queries/comments that
warrants a response
• ‘Tone’ guidelines to be adopted –
for e.g. Conversational,
contextual/helpful etc.
• Daily workbook with all the
responses posted across properties
Advocacy
Management
• Identify external/internal
influencers or advocates whose
online network can be leveraged to
create visibility for Intuit
• Access to senior
leadership/executives
• Access to select employees
• Deliverables will be executed under
campaigns
Campaign
Management
• Develop and implement campaigns
/contests for employer branding
and events
• Develop content for all campaigns
• Sufficient notice before launch of a
new campaign
• List of incentives/give-away
allocated to campaigns
• Campaign reports including
engagement metrics at the end of
the campaign

8.
6
Channel Presence Strategy
PHASE 1
PHASE 2
PHASE 3
SAMPLE CHANNEL LISTENING LIST (watering holes where employees are likely to talk about Intuit):
1. www.glassdoor.com
2. www.mouthshut.com
3. www.quora.cpm
4. www.techjobs.co.in
5. www.siliconindia.com

9.
7
Facebook Strategy
* Example
Current fan base: 1,845
Target fan base: 10,000
(at the end of 12months)
Guidelines:
Current Avg. Monthly Engagement: 565*
Target Avg. Monthly Engagement: 5000*
(at the end of 12months)
• Concentrate more on image based content and infographics
• Publish a minimum of 2 posts everyday
• Identify peak-times when content is most likely to get traction and schedule posts accordingly
• Identify content that works with the fans and tailor content accordingly
• Incorporate trivia questions, current affairs and leadership quotes into content strategy
• Track inbound traffic from the Facebook page to the careers microsite
• Post prompt (AHT: 4-5 hrs) responses to user enquiries
Sl# Activity/Campaign Activity Duration
1. Run employee testimonial video series Once every month
2. Run a photography contest 2 weeks
3. Intuit Hackathon 1 Day
4. Run a client showcase – Publish case studies with client permission Once every 2 months
5. Culture Showcase – Photo/video series (internal events, campus, teams etc.) Once every 2 weeks

10.
8
*Hackathon: Plan Of Action (POA)
* Example Concept:
Hackathons are events where software developers and programmers come together, under one roof, to collaborate
on a software project.
Idea:
Invite applications from programmers/developers to participate in the Hackathon, where the top 3 (winners) gets
placed with Intuit.
POA:
• Run a promotional campaign announcing the event, one month prior to the scheduled start
• Run a Facebook ad campaign to garner maximum reach – targeted at IT professionals between the age of 20 - 30
• Ask applicants to submit applications along with educational qualification, work experience and POC (proof of
concept) of an independent project that they have worked on
• Screen applications and select 20 top candidates with potential
• Post individual invitations tagging each of the 20 shortlisted applicants with a message along the lines of “Are you
ready to battle it out in the Intuit Hackathon? Say Aye if you got what it takes.”
• During the day of the Hackathon event, post regular updates, photographs and videos to the Intuit Facebook page
• Showcase finished project over the next week
• Showcase the chosen top 3 once the decision has been (inside 2 weeks) made post the event

11.
9
Twitter Strategy
* Example
Current fan base: 0
Target fan base: 5,000
(at the end of 12months)
Guidelines:
Current Avg. Monthly Engagement: 0*
Target Avg. Monthly Engagement: 10,000*
(at the end of 12months)
• Concentrate more on image based content and infographics
• Publish a minimum of 4 tweets everyday
• Identify peak-times when content is most likely to get traction and schedule tweets accordingly
• Identify content that works with the followers and tailor content accordingly
• Post prompt (AHT: 2-3 hrs) responses to user enquiries
• Follow-back every (real) user who follows the Intuit India handle
• Follow client stakeholders including CXOs and VPs and also follow Alliance partners
• Retweet tweets from the Intuit corporate handle, clients and alliance partners, as and when deemed fit
• Post snippets from senior leadership infrequently, with their comments on the economy, industry and matters affecting the society as a whole
Sl# Activity/Campaign Activity Duration
1. Intuit Tweet-up 1 Day
2. Tweet chats with Intuit’s senior leadership One every calendar year quarter
3. Twitter contests with generic themes – sports, current affairs and technology innovations etc. One every calendar year quarter

12.
*Tweet-Up: Plan Of Action (POA)
* Example Concept:
Tweet-ups are events where users from Twitter meet offline and socialize
Idea:
Conduct a trivia contest where users who respond correctly and quickly get invited to spend a day at Intuit’s campus
and meet with various functional departments and any one senior leader.
POA:
• Run a promotional campaign announcing the event, one week prior to the scheduled start
• Run a promoted tweet ad campaign to garner maximum reach – targeted at IT professionals between the age of 20
- 30
• On the contest days (max. of 2 days), pick 25-30 winners who responded to the trivia questions correctly and quickly
and invite them to attend the tweet-up
• During the day of the tweet-up, capture snippets on video and subsequently publish to all social properties
• Take photographs from the event and publish to Twitter
• Take a group photo of the tweet-up participants and after the event, courier the framed photo to the participants,
with a caption along the lines of – I participated in the Intuit Tweet-up! – January 2015
10

13.
Thank You
Ragesh Nair
ragesh.nair@aol.in
www.ragsnair.com