Social media is an important part of TurboTax's marketing strategy. It allows them to acquire new customers through ads that have 4x the engagement and 30% higher conversion rates than traditional online ads. It also helps retain existing customers by engaging them through reviews and challenges on platforms like Twitter. By focusing on customers over platforms and empowering superusers to help others, social media creates a persuasive engine for both acquisition and retention.

1. Social Marketing at TurboTax or “How I learned to stop worrying and love revenue” Christine Morrison 3/10/2010

2. Who we are A leading provider of business and financial management solutions

3. Social is part of our DNA Intuit founder Scott Cook invented the ”follow me home”

4. Why do we do social? Social creates a persuasion engine that allows us to acquire new customersandkeep the ones we’ve got

5. How are we engaging?

6. Takeaway #1 Give up the idea it’s not about the money. It is about the money. Buzz Viral Fans Authenticity Transparency

7. Success in new customer acquisition “Friendcasting” = 4x engagement rates, 30% higher conversion rates,30% higher new customer mix than online advertising

8. Takeaway #2 Listen more than you talk

9. Lots of Noise How do you cut through the clutter?

10. Making reviews relevant

11. Takeaway #3 Look for ways to replicate natural offline behavior in an online environment

12. Traditional online marketing gets a boost SAAA – Social as an Asset

13. Success in retention 25k members, 30+ new features, engagement increases their NPS

14. Customers create scale

15. Takeaway #4 You can trust your customers to help (if you treat them right)

16. Twitter challenges

17. Using Social to retain customers

18. Takeaway #5 Solve for customers, not platforms

19. APPENDIX

20. Motivating superusers