how to build internal & senior management support for social media programs

1

How to Build Internal & Senior Management Support for Social

Media Programs

Kira Wampler, Marketing & Community Leader

JumpUp.com, the place to start & grow a business, from Intuit

April 2007

2For Discussion Purposes Only

Today’s Agenda

Introductions Intuit leads the way with social media Separating The What from The How 5 Steps to “Sell Social Media” Internally

1. State what you’re solving for2. Engage your evangelists3. Create a common language4. Partner with your pessimists5. Launch & Learn & Learn

Q&A


Intuit’s products and services transform business and financial management for small businesses, accounting professionals and consumers.

About Intuit

Founded in 1983

Annual revenue of more than $2 billion

Intuit is traded on the NASDAQ: INTU

Employs nearly 7,000 people

Major offices in 13 states across the U.S. and in Canada and the United Kingdom.


Intuit has adopted relevant and useful social media tools to deliver great experiences for customers & employees.

Early Adopters of Social Media

Social Media

Internal External

Blogs X-Intuit: Innovation teams at Intuit use blogs to share new ideas & best practices Within team: The JumpUp team uses its blog to discuss strategy

The QuickBooks Team blog focuses on QuickBooks and small business issues TurboTax Support blogs focus on tax law and TurboTax

Wikis Well over 100 teams at Intuit use wikis to manage projects, share insights and collaborate across remote locations

TaxAlmanac.org is the 21st most popular wiki in the world and focuses on tax issues for accounting professionals

Online Forums

Intuit employees regularly engage on online forums, run both by Intuit and by third parties, with clear guidelines about posting and transparency

QuickBooks Online Community Quicken Online Community TurboTax Support Forums Accountant Online Community JumpUp Small Business Forums

Other Research teams are using online ethnography journals & vlogs to make it easier for SBOs to track daily activities

JumpUp launched summer 2006, including tagging, bookmarks, personalized profiles and forums Podcasts launched by QuickBooks & TurboTax


Separating The What from The How

"When the only tool you own is a hammer, every problem begins to resemble a nail." - Abraham Maslow

The What “Traditional” Hows Social Media Hows

Help our customers get the most out of our products

Phone support agents White papers

Online forums where users help each other Podcasts with product tips & tricks

Share product news with prospects and existing customers

Newsletters Direct mail Outbound telesales

Company blog with useful product info RSS feeds


Step 1: State What You’re Solving For?

Use the 3 Cs Company: What are your business

objectives? And, what are your core competencies?

Customer: What matters to your customers?

Competitors: What are your competitors doing to serve your customers?

Social Media Use Cascades from the Goal


EXAMPLEStep1: State What You’re Solving

For

Team’s Fiscal Year Objectives: Increase the number of new customers Increase the number of happy influencers Increase the number of products our customers use

Divisional Objectives: Generate positive word-of-mouth Delight large numbers of users and influencers Win on the web

Podcasting Big Y: Help new customers get more out of our products and services by delivering the content they want, when they want it.


Step 2: Engage Your Evangelists

Senior ManagementProduct Managers

Finance

Customer Support

1) Find Them• Internal stakeholder analysis• Ask for referrals

Legal

Product Marketers

R&D Team

2) Identify Their Needs• Ask about team’s priorities• Ask about customer priorities

Public Relations

3) Link Their Needs to Your “How”

4) Stay in Regular Contact


EXAMPLEStep 2: Engage Your Evangelists

Launched: March 2006 with core team of Intuit WoMMers (3 people)

Today: 100+ Intuit employees engaged across four divisions and 6 brands


Step 3: Create a Common Language

From Different teams use different language to describe the same tools Senior management believes tools are fads and not useful or relevant Your meetings end up in rat-holes due to semantics

To All relevant teams use same language to describe tools in use Senior management understands how new tools are being tested and used for customers You achieve your meeting goals…to win support and resources for the tools you want to use


Type Buzz Marketing

Viral Marketing

Brand Blogging

Influencer Marketing

Community-Based

Innovation

E2E Experienc

eExamples

Common Metrics

Pass-alongs;Total reach across network; Unique Visitors; Impressions; Page rank

Speed of virality; Pass-alongs; Impressions; Page views; Page rank

Search engine ranking on key search terms; Quality & quantity of voice in blogosphere

Net Promoter; % of users referred by influencer & tracked on regular basis; before/after change in recos

Number of “usable” ideas; Number of “future” ideas; Change in WoM post-launch

Net Promoter; Actual # of referrals; Financial performance

Resource Needs

CP2-focused; Outreach to “celebrity”; Budget intensive if celebrity-driven

CP2-focused; Moderate budget requirements if consumer-generated

Cross-core process; Minimal budget requirements but moderate resource needs

Cross-core process resource needs; Budget & time intensive



Built on a foundation of great products / services and engaged employees

Short Long

1.1. Word of Mouth is the act of consumers providing information to other Word of Mouth is the act of consumers providing information to other consumers.consumers.

2.2. Stake in the groundStake in the ground: Amplifying Word of Mouth : Amplifying Word of Mouth isis a marketing a marketing discipline. discipline.

EXAMPLEStep 3: Create a Common Language


Step 4: Partner with Your Pessimists

No matter how well you: State what you’re solving for, Engage your evangelists, and Create a common language

You’ll still have pessimists in your midstAnd, that’s a good thing! Partner with them by: Understanding their priorities and their concerns Connecting your project to their priorities Address their legitimate concerns with real action Staying in touch with them, especially around results (both positive and negative)


EXAMPLEStep 4: Partner with Pessimists

Intuit shifted from a “no communications” rule to a “good communications” policy by: Creating and delivering a guardrails program that educated 700+ Intuit employees on our online policy, including 20 train-the-trainers The training was developed in close partnership with legal, PR, finance and industry relations teams


Step 5: Launch & Learn & Learn

"Not everything that can be counted counts, and not everything that counts can be counted.” - Albert Einstein

The What The How Measuring Success

Help our customers get the most out of our products

Use podcasts to deliver product tips & tricks

Product Net Promoter + Root Cause Analysis # of subscribers # of pass-alongs

Share product news with prospects and existing customers

Create and maintain a company blog

Quantity of online WOM on the product Quality of online WOM on the product # of new unique visitors to product pages referred from blog SEO on key search terms


Q&A

Need help after the conference? Email [email protected]

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