Intuit is a company offering business financial solutions for small businesses. It has been awarded great distinctions including the great place to work award by Fortune. This presentation was delivered by Björn Ühss, global social media manager at Intuit at the useful social media conference which took place in London last week. It was about the changing landscape and mindset of Social Media:
[Björn Ühss, in the background, behind Amber Hayward, became Social Media manager after targetting his future employer via LinkedIn adds]
“One of the things that changed is that social media reached the C-suite and it’s more and more of a priority. At Intuit it is coming from the CEO, it’s a business decision” Björn Ühss said. “It’s not a marketing decision and it concerns everyone in the company” he added.
According to Ühss, Edelman ranked Intuit quite high in the hierarchy of companies using social media too. “Starbucks has issued numbers whereby 38% of their fans are more likely to visit the stores when they have seen a branded message” Björn Ühss went on. “Social Media has now reached considerable scales. Besides, Facebook has now become a giant and is on a buying spree like former high tech giants were a few years ago”.
The presenters stressed that the recent IBM CEO 2012 study predicted that in five years’ time, CEOs will be hired not only on their credentials but on their ability to manage their e-reputation and that of their company.
Björn Ühss gave us his check-list on how he got social media implemented at Intuit:
- How social is your CEO? lead by example
- is your culture ready?
- who are your social media supporters?
- where are your customers?
- what data can you use?
Intuit has also managed to make social media work for sales with £99 sale add campaigns (“despite what people say” both presenters emphasised).
But the most interesting thing maybe is that Björn Ühss himself found his job with the help of social media. He posted adds targeting Intuit executives until they thought to themselves “we’ve got to hire that guy” Intuit’s Amber Hayward, social media marketing manager concluded.