how to build internal & senior management support for social media programs
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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. Today’s Agenda. Introductions Intuit leads the way with social media - PowerPoint PPT PresentationTRANSCRIPT
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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
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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
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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.
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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
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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
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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
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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.
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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
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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
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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
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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
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
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
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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)
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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
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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