CSMNY 2015 Social Media Education
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Transcript of CSMNY 2015 Social Media Education
Intuit Case Study: Social Media EducationRichard Margetic@ByJove
Empower, enthuse and educate your workforce to become a social business from top to bottom
State of the Business
1. Change in product offering
2. Shift in brand
3. Transition in messaging
Three major moves under way:
State of Social
• Marketing focus exclusively• Upper funnel and campaigns• Owned social: primarily Facebook and
Twitter• Nascent analytics• Embryonic content strategy• Limited employee advocacy pilot
5 Steps to a social infrastructure
1. A communication system to educate and inform
2. Platform agnostic strategy3. Engagement management4. Data and Analytics to drive business5. Project synthesis
All employees
Advocate employees
Expert employees
Goal: Amplification
Goal: Engagement
Goal: Compliance
Executives
Goal:
ThoughtLeadership
Embedding Social
Our goal is not to just get our employees activated in
social media, but to get social thinking
activated in our employees.
Strategy
• The intersection of social motivation and business objectives
• Move from social marketing to social business
• Take advantage of the extra dimensions social brings to the table– Unilateral to multilateral– Rich data– Relationship building
Campaign Marketing
interest
year
campaigncampaign
campaign
• Marketing campaigns have to start from scratch every time
• New microsite, landing pages have to be developed
• Relationships start and stop, disrupting conversations and data
Social-driven Marketing• Create a persistent, durable, cross-platform
community supported by campaigns and consistent social interaction, yielding sustained relationships, helping to inspire loyalty and advocacy
social media base
campaign
platform/service
year
interest
Feedback Loop• Aggregate data• Consolidate tools• Triangulate across VOC vehicles– Social Media– In product feedback– Ratings and Reviews– Chat transcripts
• Apply text analytics– Marketing– Product– Care– Sales
17
Social Media Health Index
Why we needed a social media index
1. A rich and accessible source of structured and unstructured data2. “Info-besity “problem: wide variety of metrics in the market3. Difficult to digest and act on all the data … what is most important?
Our SolutionBuild a Social Media Health Index (SMHI) that:
A. Aggregates all social metrics into one number that’s easy to track and interpret
B. Weight the index to represent the importance of a social metric on the business – from upfront sales to retention
C. Train marketers and show learnings from the social indexD. Build in the ability for the index formula to have self learning
capabilities
Wide Variety of Metrics Feed the Index40+ metrics are tracked for the QB social media program – these ladder
up to five categories of metrics that then feed into the index.
SentimentFollowers Mentions Engagement Reach
Mass – Sub Index Velocity –Sub
Index
Quantity Quality SpeedDirection
Social Health Index
• Each metric is weighted against business impact• Weighting is extremely granular – measures impact by type of engagement• This index is self-learning and re-calibrates
Truly Owned Social
• Traditional owned is merely rented• In truly owned social media, you own the– Terms of Service– User experience– Data– Relationships
Owned
Small Business Center
OwnedSmall Business Community
Leased
Paid
Topic Link
Paid, Owned, Earned and Leased
Content drives conversations. Conversations drive relationships. Relationships drive community. Community drives data.
QB
TopicExpert
Paid
Earned Earned
Synthesized SocialExtended the ecosystem and created a repeatable cycle of engagement on top of a durable community
Destination Own It: An persistent social community
Expert Program Small Business CenterEmployee Experts Social network integration
Live Events QuickBooks Connect SBBG
March 2015 – Sept 2015 November 2015 Feb 2015 – Feb 2016
Ongoing Campaign
Today• Integrated social across marketing, product and care teams• Newly launched community at OwnIt.com• Small Business Big Game Super Bowl contest hosted there• Content Marketing efforts being funneled through it• QuickBooks Small Business and Product Experts activated on
it
Tomorrow• Integrated into the product• Identities combined with CRM data• Conversations added to text analytics