In his SocialMedia.org case study presentation, Intuit's Geoff Morgan shares how they used customer insights to build a social-led program and reach a new audience for QuickBooks.

1. MEM
BER MEETIN
G
40
SOC
IALMEDIA.
ORG
Intuit
Geoff Morgan
#SelfEmployed awareness campaign
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 40
Los Angeles
7-26-2016

2. #SelfEmployed
Awareness Campaign

3. Accounting is what
SMBs do. I do taxes.
I am the business.
I use my time to make
money.
Freedom and
flexibility is difficult to
achieve.
The Self-Employed…Awareness

4. 50M Americans are self-
employed…and yet many have
no idea they’re part of a
movement that’s shaping the
economy and society.

6. 5

8. Talking to people about
self-employed issues is
about as exciting as
discussing two vs three-ply.
It’s not going to resonate.

9. “Except,”
they’ll say.
“I work for myself and what
I do is not boring.”

10. Two Key Insights Drove Our Strategy
1. People don’t see themselves as
self-employed. They’re
freelance writers, Lyft Drivers,
real estate agents, & artists who
sell on Etsy.
2. People are talking about this,
but brands aren’t involved. ¾ of
mentions don’t include a brand.
à
Aug 1- May 19
SE mentions
w/o brands
QBSE & competitors

11. Customer Backed
+
Business Backed
10

12. Using SE Stories, Tips and Tricks Build Awareness
Give them an identity, and a
reason to act.
• Celebrate the hustle, and
they’ll nod knowingly.
• Show them the hacks that’ll
get them ahead, and they’ll
take it.
• Offer them a tool to help,
and they’ll try it.

13. Intuit Confidential and Proprietary12
Creative Snap Shot

14. 13
How’s it Going? What’s working? What have we learned?
What’s paying off
1. Customer focus
2. Marketing integration.
3. Quality tracking and reporting.
What have we learned
1. Narrow your focus. Be brutal.
2. Spend on creative…and then spend even more to get it
to your audience.
3. Don’t be afraid to sell.

15. Marketing Integration
Custom Audiences: Borrow what’s already there and build upon it
Customer Experience: a consistent spine of creative and messaging across
all channels
DMP OA Social

16. 15
How’s it Going? What’s working? What have we learned?
What’s paying off
1. Customer focus.
2. Marketing integration.
3. Quality tracking and reporting.
What have we learned
1. Narrow your focus. Be brutal.
2. Spend on creative…and then spend even more to get it
to your audience.
3. Don’t be afraid to sell.

17. 16
Quality Tracking And Reporting
your analyst

18. 17
How’s it Going? What’s working? What have we learned?
What’s paying off
1. Customer focus
2. Marketing integration.
3. Quality tracking and reporting.
What have we learned
1. Narrow your focus. Be brutal.
2. Spend on creative…and then spend even more to get it
to your audience.
3. Don’t be afraid to sell.

19. 18
Narrow Your Focus

20. 19
How’s it Going? What’s working? What have we learned?
What’s paying off
1. Customer focus
2. Marketing integration.
3. Quality tracking and reporting.
What have we learned
1. Narrow your focus. Be brutal.
2. Spend on creative…and then spend even more to get it
to your audience.
3. Don’t be afraid to sell.

21. Intuit Confidential and Proprietary20

22. Geoff Morgan
GMM, Small Business Group, Intuit
geoffrey_morgan@intuit.com
TW/IG: ixianmachine

23. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
MEM
BER MEETIN
G
40
SOC
IALMEDIA.
ORG
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 40
Los Angeles
7-26-2016