4. April 2007
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

5. August 2007 – November 2008
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

6. November 2008
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

7. November 2008
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

8. January 2009
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

9. July 2009
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

10. February 2010
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

11. October 2010
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

12. May 2013
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

13. Awareness
Interest
Evaluation
Loyalty
Advocacy
How do you measure the ROI of each activity?
Pre-purchase
Post-purchase
@adriandparker
Commitment

14. Awareness
Interest
Evaluation
Loyalty
Advocacy
Pre-purchase
Post-purchase
@adriandparker
Commitment
#1: Last Touch Attribution Model (ROI %)
28%
of companies
Used by
0%
0%
100%
0%
0%
0%

15. Awareness
Interest
Evaluation
Loyalty
Advocacy
Pre-purchase
Post-purchase
@adriandparker
Commitment
#2: First Touch Attribution Model (ROI %)
30%
of companies
Used by ~
0%
0%
100%
0%
0%
0%

16. Awareness
Interest
Evaluation
Loyalty
Advocacy
Pre-purchase
Post-purchase
@adriandparker
Commitment
#3: Multi-Touch Attribution Model (ROI %)
17%
of companies
Used by
33%
0%
0%
0%
33%
33%

17. @adriandparker

18. Current attribution models
discount value of social and
post-purchase interactions.
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy
Last Touch First Touch Multi-Touch
@adriandparker

19. @adriandparker
R.O.I. =
$ Gain - $ Cost
$ Cost
Disconnected desired outcomes
among key stakeholders create
internal tension.
What We Gain
What We Give
“Maximize this!”
-Shareholders
“Maximize this!”
-Customers

20. @adriandparker
Functional areas have multiple
definitions of digital success that
require perpetual alignment.

21. Organizations lack a
standardized method
of assigning financial
values to non-financial
digital activities.
@adriandparker

22. @adriandparker

23. @adriandparker
Relationship Tools Business Tools
Systems
Enhanced CRM & Tracking Tools
Memories
Celebrations & Milestones
1 THINK
2Listening
Spousal Feedback
Feedback
Surveys, Net Promoter
SAY
3 Research
Market Mix Modeling
Observations
Peer Insights & Testimonials
DO
4 Recommendations
Ratings, Reviews & Referrals
Trust
Partner Collaboration
FEEL
“Care and Converse” “Care and Convert”

24. @adriandparker
INNOVATORS

25. 1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012
1 THINK 2 SAY 3 DO 4 FEEL
Less than half of professional
tax firms believed “Intuit has
firm’s best interest in mind.”
1
Trust
Relevancy
CHALLENGE
Up to 40% of target segment
customers had opted out of
e-mail communications.
2
@adriandparker

26. 1 THINK 2 SAY 3 DO 4 FEEL
@adriandparker
“The #1 thing I want as an
accountant is better clients.”
4
Connections
Growth
OPPORTUNITY
“The #1 reason financial pros I
use social media is to identify
and attract new clients.”
3
Only 28% of professional tax
firms believe “Intuit has
firm’s best interest in mind.”
1
Trust
Relevancy
CHALLENGE
Up to 40% of customers had
opted out of e-mail
communications, citing
overuse.
2
1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012

27. LEAP OF FAITH HYPOTHESIS
If we create a simple, social solution
for recognizing and rewarding
professionals for sharing their
stories with us, they will eagerly
participate and amplify our voice.
Users desire to
recognize and be
recognized for their
work and experience.
Being seen as an
expert and helping
others will motivate
users to share
Users can share
with their personal
audience in <5
clicks.
Incentives will
increase
participation of
users.

28. 1 THINK 2 SAY 3 DO 4 FEEL
@adriandparker
Goal: 10 nominations
Goal: 20 engagements

29. Give consumers a reason to share and care
@adriandparker
Hi
Reason to Care
ReasontoShare
Lo
Lo Hi
Conversational
Public
Example:
Viral
Provocative
Example:
Convictional
Personal
Example:
Vanity
Propaganda
Example:

30. INNOVATORS
Give accountants a reason to share and care
Small Biz Owners and Financial
Pros will use Intuit digital
channels to share their stories of
innovation and also be trained on
the latest software.
Share Care
Whether it be serving clients or
supporting the community, they
can submit stories via video, text
or photo while learning about
product.
@adriandparker

31. INNOVATORS
@adriandparker
#IntuitInnovators Paid Media
Influencer
Outreach
Earned Media
& Coverage
LAUNCH WINNERS ANNOUNCED

32. INNOVATORS
@adriandparker
#IntuitInnovators Paid Media
Influencer
Outreach
Earned Media
& Coverage
LAUNCH WINNERS ANNOUNCED
+22%
Audience
+6 pts
Share of Voice
10X
Engagement
1.5M
Earned Imp

33. 1 THINK 2 SAY 3 DO 4 FEEL
@adriandparker
more confident in software
usage
After engaging with the
campaign users were…
more likely to recommend the
software to a peer
annual $ spend vs. average
customer

34. @adriandparker
DO
Assess performance at
campaign-level
DON’T
Measure attribution purely by
tactic
Start by monitoring &
measuring what you can
Get into a measurement
shootout with leadership
Find the idiot inside you
and read to it
Stop learning new systems,
skills and technology
Give your team, your org and
yourself time to test & learn
Take advice from a bald
guy…

35. THANKS
@adriandparker
Will you marry me?