How to Build Internal & Senior
Management Support for Social
Media Programs
April 2007
Kira Wampler, Marketing & Community Leader
JumpUp.com, the place to start & grow a business, from Intuit
1
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 for
2. Engage your evangelists
3. Create a common language
4. Partner with your pessimists
5. Launch & Learn & Learn
 Q&A




2
For Discussion Purposes Only
About Intuit
Intuit’s products and services transform
business and financial management for
small businesses, accounting professionals
and consumers.
 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.
3
For Discussion Purposes Only
Early Adopters of Social Media
Intuit has adopted relevant and useful social media tools to deliver
great experiences for customers & employees.
Social
Media
4
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
For Discussion Purposes Only
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
5
“Traditional” Hows
Social Media Hows
Help our
 Phone support agents
customers get the  White papers
most out of our
products
 Online forums where
users help each other
 Podcasts with product
tips & tricks
Share product
news with
prospects and
existing
customers
 Company blog with
useful product info
 RSS feeds
 Newsletters
 Direct mail
 Outbound telesales
For Discussion Purposes Only
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
6
For Discussion Purposes Only
EXAMPLE
Step1: State What You’re Solving For
Divisional Objectives:
 Generate positive word-of-mouth
 Delight large numbers of users and influencers
 Win on the web
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
Podcasting Big Y:
Help new customers get more out of our products and services by
delivering the content they want, when they want it.
7
For Discussion Purposes Only
Step 2: Engage Your Evangelists
Product Managers
Senior Management
Customer Support
Legal
Finance
8
1)
Find Them
•
Internal stakeholder analysis
•
Ask for referrals
2)
Identify Their Needs
•
Ask about team’s priorities
•
Ask about customer priorities
3)
Link Their Needs to Your “How”
4)
Stay in Regular Contact
R&D Team
For Discussion Purposes Only
Public Relations
Product
Marketers
EXAMPLE
Step 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
9
For Discussion Purposes Only
Step 3: Create a Common Language
10
From
To
 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
 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
For Discussion Purposes Only
EXAMPLE
Step 3: Create a Common Language
1.
2.
Word of Mouth is the act of consumers providing information to other consumers.
Stake in the ground: Amplifying Word of Mouth is a marketing discipline.
Long
Short
Type
Buzz
Marketing
Viral
Marketing
Brand
Blogging
Influencer
Marketing
CommunityBased
Innovation
E2E
Experience
Examples
Common
Metrics
Pass-alongs;
Total reach
across network;
Unique Visitors;
Impressions;
Page rank
Speed of
virality; Passalongs;
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 consumergenerated
Cross-core
process;
Minimal budget
requirements
but moderate
resource needs
Cross-core
process resource
needs; Budget &
time intensive
Cross-core
process resource
needs; Budget &
time intensive
Cross-core
process
resource
needs; Budget
& time
intensive
Built on a foundation of great products / services and engaged employees
11
For Discussion Purposes Only
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 midst
And, 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)
12
For Discussion Purposes Only
EXAMPLE
Step 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
13
For Discussion Purposes Only
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
Help our
Use podcasts to
customers get the deliver product tips
most out of our
& tricks
products
Share product
news with
prospects and
existing
customers
14
Measuring Success
 Product Net Promoter
+ Root Cause Analysis
 # of subscribers
 # of pass-alongs
Create and
 Quantity of online
maintain a company WOM on the product
blog
 Quality of online WOM
on the product
 # of new unique
visitors to product pages
referred from blog
 SEO on key search
terms
For Discussion Purposes Only
Q&A
Need help after the conference? Email kira_wampler@intuit.com
15
For Discussion Purposes Only