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Andy’s Answers: How TurboTax is taking word of mouth online via social media

TurboTax is a brand built on the principles of word of mouth. For 25 years, TurboTax (and parent brand, Intuit) has focused on building relationships with its customers — even doing “follow me home” research to get 1-to-1 feedback on how customers actually do their taxes.

At our last BlogWell in San Diego, TurboTax’s Christine Morrison spoke about how they’re extending these fundamentals to social media. A few of my favorite takeaways:

  • Help customers share the great experiences you create. There’s a huge sense of delight when customers finish their taxes. TurboTax helps them share it with a “Publish to Facebook” option after they submit their e-file.
  • Customers trust each other more than your ads. TurboTax is putting some impressive numbers behind the anecdotes we’ve all heard. On Facebook alone they’ve found News Feed publications are four times more engaging than banner ads and have 30% higher conversion rates.
  • Customers love to help each other. Motivated by little more than the satisfaction of sharing their expertise and helping others, TurboTax’s community members are doing amazing things. One retired CPA alone answered more than 50,000 questions last year, and more than 5,000 customers viewed his content.

And if you dig this presentation, you might check out our upcoming BlogWell events in Cincinnati (April 7) and Seattle (May 5).