It’s a New NormalAnd, There’s No Going Back…

Kira WamplerSmall Business Group, Intuit

@kirasw

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Change Lives So Profoundly, People Can’t Imagine Going Back to the Old Way

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Social is in Intuit’s DNA

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Welcome to the New Normal

What’s New?

The talk spreads far, fast... and it’s permanent.

What’s Normal?

People talking.

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How Did We Get Here?

•Availability of fast & cheap processing power, storage capacity & connectivity software

•Decline in trust in institutions

•Corresponding increase in trust of “people like me”

Power shifts from company to individual

•Storytelling is a deep-seeded human need

• Last 50 years is an anomaly …passive radio-listening and tv-watching is not the norm

Storytelling’s full circle – it’s all about “me”

• The voice of the individual is unleashed and heard• As the cost to publish = zero• For individuals it’s about belonging, esteem and self-actualization

Gives rise to the New Normal

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The New Normal Is Not an Isolated Fad

• 85% of all US online consumers will be reading or viewing social content by the end of 2009. (Forrester)

• 46% of small biz decision makers use social media monthly to make purchase decisions. (Jupiter Research)

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In the New Normal…

Know thy customers

or know nothing

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In order to achieve my goals, I’ve got to figure out everything myself and no one is looking out for me.

The Small Business Owner Insight

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In the New Normal…

Be where your customers are

or beware!

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Helping Customers Where They Are

Reviewer Comment Intuit’s Action

In-product messaging is annoying Fixes to product to turn off cross-sell messages went live in December

Excel Integration and Reports Center are top features

Marketing messages now reflect these top features

Intuit has a 100% response rate to every review and every comment on QuickBooks Pro 2010 AND executes across teams to improve per the feedback

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Helping Customers Where They Are

Feeding

Care

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Live Community IN QuickBooks

In-product, contextual help powered by tens of thousands of small business owners and experts

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In the New Normal…

Participation goes well with…

promotion!

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Small Business United - 2009

Key Results: More than 1.2 million visits

2000 stories submitted and over 30000 ratings

12% of total Intuit talk; 90% positive

Conversion rate on par with transaction sites

Fully supported with added-value media

Warrillow Small Business Marketer of the Year and WOMMA Gold & Grand Prix Awards

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Love A Local Business – 2010

Key Activities: Six month testing & tollgating campaign

Ongoing iteration = 40% nomination rate!

Collaboration with radio network on contest yields strong added value promotion

Campaign has legs: Kiva, foursquare and Gigya

Campaign going offline with test in Sacramento

Shameless plug alert – love your favorite business at http://lovealocalbusiness.com

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In the New Normal…

Good business skills…still matter

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Take a Familiar Approach

Start with your business objective

Understand your customer

Select the right social channels & programs

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Test and Learn

• You can take a testing & analytics approach

• Be prepared for the speed of results

• Be flexible enough to iterate based on results

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Thank You!

We couldn’t accomplish this work alone. Thanks to:

• Gretchen Harding

• Laura Messerschmitt

• Lynette Liu

• Jeff Young

• Bryan Fouts

• Jim Foxall

• Amy Kalm

• Amy Thomas

• Bruce Martin

• Stephen Coy

• Iram Gonzalez

• Rachel Euretig

• Sharna Brockett

• Heather Mclellan

• Tom Hanley

• Elvi Braun

• Kang Chen

• Paul Simmons

• Bryan Lee

• Seth Webster

• Laurel Holman

• Laura Uribarri

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Questions

Twitter: @kirasw or @intuit