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Case Study

Twitter and Advertising• Chelsea Marti, Manager of Social Media, TurboTax and

Quicken, Intuit | @QuickenChels

innovation

“Social”ism vs. CapitalismThe Convergence of Social Media, Communities and Technology

Twtrcon DC ‘09 –October 22, 2009Chelsea Marti, TurboTax Social Media

Intuit Confidential

TurboTax: The Power of 20 Million People

Intuit Confidential

Freeloader Nation – Campaign Ecosystem

One-Two Punch:1. Make them aware of free2. Get them talking about

TurboTax

Intuit Confidential

MySpace Secret Shows

How it Works

• Become of a friend of MySpace Secret Shows and TurboTax and get notified of Secret Shows 48 hours in advance

• Friends of Freeloader Nation get a chance for VIP access at each show

• TurboTax will sponsor 5 shows in major cities nationwide from Jan-Mar

Secret Shows Integration into Freeloader Nation

• Leverage Secret Shows (427K friends) to friend TurboTax

• TurboTax MySpace Community page acts as Freeloader Nation hub

• Tay Zonday as campaign host will conduct interviews, be present at shows, and will promote thru his network

• PR integration in each of the 5 cities

Past Secret Shows Include:

• Tenacious D

• Maron 5

• Lily Allen

• The Killers

• Method Man

• James Blunt

• Ice Cube

• Gnarls Barkley

• Franz Ferdinand

• NOFX

• Offspring

• The Cure

• Ting Tings

• All American Rejects

• Neil Diamond

Intuit Confidential

SuperStatus Social Experiment: buy vs earned

Objective:Create a conversation that connects the TurboTax brand to FREE

How:Leverage the traffic and friends from MySpace, Facebook, and Twitter to engage with TurboTax to win amazing prizes for FREE utilizing an innovative contest concept that’s never been done before

Intuit Confidential

SuperStatus Challenge: Grand Prize

Intuit Confidential

SuperStatus Challenge:Twitter, Facebook or MySpace, your favorite & why?

And the winner of $10,000 is…• LuckyCat7 via Twitter:

i like twitter because people can follow me ~ just don't follow me to the bank when i win the $25k from turbotax!

• Other great entries…– Facebook is the favorite, the mother of social

media & TurboTax is that crazy aunt that buys you great gifts and slips you extra desserts.

– Michelle prefers Facebook because her love for TurboTax can't be restrained to 140 characters; it needs to overflow like her TurboTax refund

Campaign Exposure:• >6000 entries• Through syndication

across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends

Engagement:• Campaign had a Click

Thru Rate 5 times higher than our average CTR for entire display campaign.

• Average Entries per Respondent = 5

Intuit Confidential

Twitter & SS: Targeting the right audience

Intuit Confidential13

Super Status – A Social Experiment

Exposure:

• Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends

Engagement:

• Campaign had a Click Thru Rate 5 times higher than our average CTR for entire display campaign.

• Average Entries per Respondent = 5

Intuit Confidential14

SuperStatus created Purchase Intent

Unaided Awareness

Total Awareness

Avg. Positive Attributes

Purchase Intent

Familiarity

• Friends: (+10) pts lift• Friends: (+10) pts lift

PURCHASE FUNNEL

• Increased brand equity and purchase intent among those who participated in the campaign

• Friends: (+5) pts lift• Friends: (+5) pts lift

TurboTax Brand Image Attributes - Top Two Box Pt Diff.

Is the easiest way to get the biggest refund +8 pts

Is the easiest way to prepare my taxes +2 pts

Does the work for me +1 pts

Gets me the most deductions +6 pts

Covers all my tax needs no matter what my situation +10 pts

Is a good value for the money +13 pts

Makes tax preparation easier than other brands of software -

Is a brand I trust -

Gives me confidence to do my own taxes +1 pts

Is worth paying a higher price for given its superior features +10 pts

Average Brand Image Attributes +5 pts

Non-ExposedFriends

Source: Marketing Evolution Custom Study

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