Employer Branding Social Media Plan

Produced For:

Introductory Slides

I’ve left out the following optional slides from this presentation:

• The social media landscape

• State of social media in IT

• SWOT analysis of Intuit’s current Digital Media initiatives

• Comparison between Intuit and its competitors

• Benchmarking against some of the best in class

NOTE: Slides 7 – 10 are merely samples to demonstrate the idea behind how individual channel strategies and campaign related initiatives will be developed.

1

Short-term (12 month) Strategy

Create Visibility:Look to expand Intuit’s footprint and presence.

.

.

Create/nurture social properties across relevant channels

Engage existing and potential employees/talent

Brand Intuit as one of the best

companies to work for

Grow

Engage

Leverage

Generate Traction:Build and nurture a community of well engaged fans, in the form of employees and potential talent.

Develop Brand Persona:Implement campaigns that will entice the TG and will position Intuit as one of the best places to work.

2

Linking Objectives to Processes

Create/nurture social properties across relevant channels

Engage existing and potential employees/talent

Brand Intuit as one of the best companies to work for

1.

2.

3.

• Presence Management

• Community Management/Moderation

• Response Management

• Advocacy Management

• Campaign Management

OBJECTIVES FOR INTUIT PROCESSES INVOLVED

3

Process Definitions

Presence Management

• Audit existing Intuit social properties

• Revamp UI and UX for branding and messaging consistency

• Identify and set-up presence on new platforms/channels

• Maintain a centrally accessible content calendar

• Aggregate and repurpose content and optimize for social media

• Develop artwork

• Publish content

• Promote content across channels and sites

CommunityManagement

• Listen to conversations and mentions about Intuit across digital channels including discussion forums and job boards

• Manage comments and user interactions

• Create opportunities for 2-way interactions

• Nurture and grow community of loyal followers/fans

• Keep track of competitor best practices

ResponseManagement

• Build a repository of canned responses for generic enquiries

• Work with Intuit’s internal stakeholders to draft responses to level 1 and level 2 (high importance)user posts

• Work with PR team to build contingency plans for negative sentiment backlash

CampaignManagement

• Develop campaigns for employer branding

• Constantly ideate to come up with innovative campaigns

• Leverage content like testimonials, corporate films, work culture demonstrations etc. to create engaging campaigns

• Implement and monitor campaigns across channels

AdvocacyManagement

• Identify both external and internal advocates whose networks can be leveraged to propagate Intuit’s brand messaging

• Build a list of advocates who can be used to augment positive sentiment and neutralize negative sentiment, when the need arises

4

Implementation Roadmap

The processes will be implemented over 3 phases, in order to reach critical mass at the end of 12 months and scale further

0 – 3 months 3 – 7 months 8 – 12 months 12+ months

SCALE

Community Management

Presence Management

Response Management

Campaign Management

Community Management

Presence Management

Response Management

Campaign Management

Advocacy Management

Community Management

Presence Management

Priority Scale

PHASE 1

PHASE 2

PHASE 3

Lowest

Highest

5

Setting Expectations – Broad Overview

Process

Presence Management

CommunityManagement

ResponseManagement

(Vendor) Intuit Deliverable to Intuit

• Identify relevant channels where Intuit needs to be present

• Set-up presence and nurture fan/follower base

• Work with Intuit’s marketing team and other internal functions to aggregate/develop content

• Publish posts and subsequently generate traction for the content

• Access to marketing and other functional/business stakeholders

• Content/graphic/logo/color palette guidelines

• Sign-off on content and channel specific activities

• Appealing content and UX across channels

• Increased engagement using peak time and content relevance metrics

• Create opportunities for 2-way interactions

• Listen to what is being spoken about Intuit across the digital landscape

-

• Custom alerts to Intuit stakeholders whenever there’s a level 1 (High importance) incident/comment

• Daily/weekly summary of top conversations, sentiment, influencers etc.

• Work with Intuit to draft responses to user queries/comments that warrants a response

• ‘Tone’ guidelines to be adopted – for e.g. Conversational, contextual/helpful etc.

• Daily workbook with all the responses posted across properties

AdvocacyManagement

• Identify external/internal influencers or advocates whose online network can be leveraged to create visibility for Intuit

• Access to senior leadership/executives

• Access to select employees

• Deliverables will be executed under campaigns

CampaignManagement

• Develop and implement campaigns /contests for employer branding and events

• Develop content for all campaigns

• Sufficient notice before launch of a new campaign

• List of incentives/give-away allocated to campaigns

• Campaign reports including engagement metrics at the end of the campaign

6

Channel Presence Strategy

PHASE 1

PHASE 2

PHASE 3

SAMPLE CHANNEL LISTENING LIST (watering holes where employees are likely to talk about Intuit):

1. www.glassdoor.com2. www.mouthshut.com3. www.quora.cpm4. www.techjobs.co.in5. www.siliconindia.com

7

Facebook Strategy

* Example

Current fan base: 1,845

Target fan base: 10,000(at the end of 12months)

Guidelines:• Concentrate more on image based content and infographics

• Publish a minimum of 2 posts everyday

• Identify peak-times when content is most likely to get traction and schedule posts accordingly

• Identify content that works with the fans and tailor content accordingly

• Incorporate trivia questions, current affairs and leadership quotes into content strategy

• Track inbound traffic from the Facebook page to the careers microsite

• Post prompt (AHT: 4-5 hrs) responses to user enquiries

Sl# Activity/Campaign Activity Duration

1. Run employee testimonial video series Once every month

2. Run a photography contest 2 weeks

3. Intuit Hackathon 1 Day

4. Run a client showcase – Publish case studies with client permission Once every 2 months

5. Culture Showcase – Photo/video series (internal events, campus, teams etc.) Once every 2 weeks

Current Avg. Monthly Engagement: 565*

Target Avg. Monthly Engagement: 5000*(at the end of 12months)

8

*Hackathon: Plan Of Action (POA)

* ExampleConcept:

Hackathons are events where software developers and programmers come together, under one roof, to collaborate on a software project.

Idea:

Invite applications from programmers/developers to participate in the Hackathon, where the top 3 (winners) gets placed with Intuit.

POA:

• Run a promotional campaign announcing the event, one month prior to the scheduled start

• Run a Facebook ad campaign to garner maximum reach – targeted at IT professionals between the age of 20 - 30

• Ask applicants to submit applications along with educational qualification, work experience and POC (proof of concept) of an independent project that they have worked on

• Screen applications and select 20 top candidates with potential

• Post individual invitations tagging each of the 20 shortlisted applicants with a message along the lines of “Are you ready to battle it out in the Intuit Hackathon? Say Aye if you got what it takes.”

• During the day of the Hackathon event, post regular updates, photographs and videos to the Intuit Facebook page

• Showcase finished project over the next week

• Showcase the chosen top 3 once the decision has been (inside 2 weeks) made post the event

9

Twitter Strategy

* Example

Current fan base: 0

Target fan base: 5,000(at the end of 12months)

Guidelines:• Concentrate more on image based content and infographics

• Publish a minimum of 4 tweets everyday

• Identify peak-times when content is most likely to get traction and schedule tweets accordingly

• Identify content that works with the followers and tailor content accordingly

• Post prompt (AHT: 2-3 hrs) responses to user enquiries

• Follow-back every (real) user who follows the Intuit India handle

• Follow client stakeholders including CXOs and VPs and also follow Alliance partners

• Retweet tweets from the Intuit corporate handle, clients and alliance partners, as and when deemed fit

• Post snippets from senior leadership infrequently, with their comments on the economy, industry and matters affecting the society as a whole

Sl# Activity/Campaign Activity Duration

1. Intuit Tweet-up 1 Day

2. Tweet chats with Intuit’s senior leadership One every calendar year quarter

3. Twitter contests with generic themes – sports, current affairs and technology innovations etc. One every calendar year quarter

Current Avg. Monthly Engagement: 0*

Target Avg. Monthly Engagement: 10,000*(at the end of 12months)

*Tweet-Up: Plan Of Action (POA)

* ExampleConcept:

Tweet-ups are events where users from Twitter meet offline and socialize

Idea:

Conduct a trivia contest where users who respond correctly and quickly get invited to spend a day at Intuit’s campus and meet with various functional departments and any one senior leader.

POA:

• Run a promotional campaign announcing the event, one week prior to the scheduled start

• Run a promoted tweet ad campaign to garner maximum reach – targeted at IT professionals between the age of 20 - 30

• On the contest days (max. of 2 days), pick 25-30 winners who responded to the trivia questions correctly and quickly and invite them to attend the tweet-up

• During the day of the tweet-up, capture snippets on video and subsequently publish to all social properties

• Take photographs from the event and publish to Twitter

• Take a group photo of the tweet-up participants and after the event, courier the framed photo to the participants, with a caption along the lines of – I participated in the Intuit Tweet-up! – January 2015

10

Thank You

Ragesh Nairragesh.nair@aol.inwww.ragsnair.com