Case Study: Harnessing the Power of 20 Million Customers

1. TurboTax Social Media:
Powered by The Customer

2. Proof in the Pudding
Scott Gulbransen/PR & Social Media
@prgully
Facebook.com/scottgulbransen
Personal Blog: www.scottgulbransen.com
Dad’s Blog: www.everyotherthursday.com
Social Media Blog: www.shamable.com
GF Father: www.glutenfreefather.com
5

3. Sexy???
Sexy! Sexy!
1

4. Sexy???
Hell no! @$#! No!
1

5. Customers Tell Our Story
‣ Make our customers and prospects aware of
our free online product
‣ Get customers talking more about TurboTax
and their experience
OBJECTIVES
Channels
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6. Freeloader Nation
Campaign
Ecosystem
3

7. Freeloader Nation
How it worked Secret Show Integration
• Become of a friend of MySpace Secret • Leverage Secret Shows (427K friends)
Shows and TurboTax and get notified of to friend TurboTax
Secret Shows 48 hours in advance • TurboTax MySpace Community page
• Friends of Freeloader Nation get a acts as Freeloader Nation hub
chance for VIP access at each show • Tay Zonday as campaign host, conduct
• TurboTax will sponsor 5 shows in major interviews, present at shows, promoted
cities nationwide from Jan-Mar thru his network
• PR integration in each of the 5 cities
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8. Social Experiment:
Goal
Create a conversation that
connects the TurboTax brand
to FREE
How
Leverage the traffic and friends
from:
• MySpace
• Facebook
• Twitter
to engage with TurboTax to win
amazing prizes for FREE
utilizing an innovative contest
concept that’s never been done
before
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9. And the Winner is…
Campaign Exposure
 Over 6000 entries
And the winner of $10,000 is…
Through syndication across tens
@LuckyCat7 via Twitter:
of thousands of Friends &
Followers, we reached over 1M I like twitter because people can
Friends of Friends follow me ~ just don't follow me to
Campaign had a Click Thru the bank when i win the $25k from
Rate 5x higher than our turbotax!
average CTR for entire display
campaign.
Average Entries per
Respondent = 5
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10. Targeting Twitter
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11. Proof in the Pudding
TurboTax Brand Image Attributes - Top Two Box Pt Diff.
Is the easiest way to get the biggest refund +8 pts
Unaided Awareness
Is the easiest way to prepare my taxes +2 pts
Does the work for me +1 pts
Gets me the most deductions +6 pts
Covers all my tax needs no matter what my situation +10 pts
Total Awareness
Is a good value for the money +13 pts
Makes tax preparation easier than other brands of software -
Is a brand I trust -
Gives me confidence to do my own taxes +1 pts
Is worth paying a higher price for given its superior features +10 pts
Familiarity Average Brand Image Attributes +5 pts
• Increased brand equity and purchase intent
among those who participated in the campaign
Avg. Positive Attributes
Friends: (+5) pts lift
Purchase Intent
• Friends: (+10) pts lift Non-Exposed
Friends
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12. Scott Gulbransen
TurboTax PR&Social Media
@prgully
Facebook.com/scottgulbransen
Personal Blog: www.scottgulbransen.com
Dad’s Blog: www.everyotherthursday.com
Social Media Blog: www.shamable.com
GF Father: www.glutenfreefather.com