Slides from SocialMedia.com's Social Media Boot Camp in Chicago 4/16/2009

2. Agenda
• Keynote on Social Media - Seth Goldstein
• Chat - Curt Hecht, Dick Costolo
• *Break*
• Social Media Principles - Nick Gonzalez
• Case 1 - Intuit Small Business
• *Break*
• Case 2 - Macy’s with WOMI
• Case 3 - Comcast Cares

3. Social Media Principles

4. Nick Gonzalez

5. ME
HACK

6. Focal Point Of
Startup Community
2,000,000 Daily
Legitimized Blogging

7. ME
FLACK

8. Social Media

9. Social Media

10. (1)How Social Media Changes Marke9ng
Campaigns
(2)Principles For Successful Social Media
Marke9ng

11. Promise (1)
How Social Media Changes
Marke9ng Campaigns

17. Create Distribute Analyze

18. New Tools
New Approach

19. Create Distribute Analyze
Channels
Features
Metrics

20. Changes In Approach

21. Changes
• Messages Are • Messages are
Statements QuesAons
• Channels are • Channels are
Conduits Cultures
• Metrics Measure • Metrics have
Exposure Meaning

22. Create
MarkeAng Messages
Are QuesAons

23. What would you say to
the President?

24. Guided ConversaAon

25. Distribute
Channels Are Cultures

26. Social Norms
• Behavior varies by
channel
• Forms of expression
• Types of gestures
• Types of relaAonships

27. Analyze
Metrics Have New
Meaning

28. New Metrics
Neilsen
• Friends
• Followers
• Readers
• Comments
• RaAngs

29. Promise (2)
Principles For Successful
Social Media Marke9ng

30. How Do We Reproduce
Success?

31. (1) Listen
(2) Be Authen9c
(3) Move Fast
(4) Less is More

32. Listening is Required
• Gauge SenAment
• Understand Culture
• Create a Response

33. Blog Post Heard ‘Round
The World

34. Dell’s (Slow) Response
• 12 blogs • Idea Storm
• 23 TwiXer accounts
• Forums ‐ 1.5 million
users
• Groups
• Wikis

35. Be AuthenAc
• Build Trust
• Be Raw
• Be Human

36. !
D
E
T
S
U
B

38. Move Fast
• Iterate ... Iterate ... Iterate
• Like exercise, a liXle each day

41. Less is More
• Turn Down The Volume
• CreaAvity Comes From Constraint

43. Crea9vity Comes From Constraint

44. Summary
Approach Principles
• Messages are (1) Listen
QuesAons
(2) Be Authen9c
• Channels are Cultures
(3) Move Fast
• Metrics have Meaning
(4) Less is More

45. Nick Gonzalez
• Twitter.com/NickGon
• Nick@socialmedia.com
• Blog.SocialMedia.com

47. Small Business United

49. Intuit Supports Small
Business Owners

50. Small Business Owners
• No Mentors
• No Net
• No Thanks

51. Small Business United

52. Small Business United
• No Mentors • Connect
• No Net • Support
• No Thanks • Recognize

53. Campaign Elements
8 Week Development
1. Destination site
2. Competitions
3. Advertising Promotion
4. Public Relations

56. Promotion

57. Promotion
1. Competitions - Business Grant
2. Advertising - Display
3. Public Relations - Media Coverage

58. Business Grant
Competition
• Share your story, Leave a tip for others to learn from
• All entrants receive a free Word of Mouth kit
• 50 finalists receive a flip video camera (and $5k) to create a video entry
• Voting and a panel of judges determines the 5 grand prize winners
• Over $300k in grant money

59. Advertising
• Print and Digital buys,
only a small faction of
spend

60. Public Relations
• Blogger Outreach - Built Network Since
2006
• Friend to friend sharing - WOM Kit

61. Public Relations
“Typically, these kinds of promotions are
mostly gimmicks. But with Intuit's stimulus
plan, the value is certainly real and worth
checking out.”
– AOL BloggingStocks.com

62. Results
• 5X the amount of traffic we had for the entire Just Start campaign (last year’s winning campaign), in
just the first 6 weeks.
• Website conversion rate comparable to our more traditional e-commerce sites/transaction site
conversion rates.
• Higher engagement with the Intuit brand:
• 1200 entries into the grant competition (plus 4000 ratings) in the first 6 weeks
• More than 1800 entries and ~13000 ratings with 10 days to go in the contest
• Online banner click through rates 2-10x higher than our traditional product focused banners.
• Increase positive talk:
• 170 million impressions in PR and counting
• 12% of the talk about Intuit small business is Small Business United related, as of week 6.

63. Why This Is Great

64. Listening
• Listened
• Identified a need
• Filled the need
• Hosted the conversation and got out of the
way

65. Be Authentic
• Brand messaging came from people
• Delivered on promises

66. Be Authentic
• Every story includes a tip that others can
learn from
• Helps small businesses get visibility for their
businesses whether or not they win
• Searchable and sortable by industry,
keyword, ratings
• Stories are SEO optimized

67. Move Fast
• Harnessed new media
• Kept content fresh

68. Less is More

69. A Big Thanks
Kira Wampler
Intuit Word of Mouth and Social Media Marketing Leader
Questions?
Email – kira_wampler@intuit.com
Twitter – http://www.twitter.com/kirasw