TurboTax social media in Forbes

TurboTax social media in ForbesOur work in social media this year got featured in Forbes magazine; I take that as quite a compliment.

Although at first blush people may wonder about the connection between taxes and social media, I would say they aren’t quite looking at it right. The connection is between people and their friends and family. One of the things people do naturally – especially at this time of year – is talk with their friends about taxes. (Choosing a method to get them done, doing their taxes, getting help with their taxes, being done with their taxes, etc) Our social media efforts are based on amplifying those conversations and helping where needed. Until a few years ago, we called our work in this space “word of mouth marketing.” (I still do)

It’s not all that complicated in concept, but making it happen can be. This blog is about the hard-learned lessons in how I’ve learned (and am still learning) to make it happen.

BlogWell Comes to San Diego

The good folks at Gaspedal took and posted video of my presentation at the BlogWell conference in San Diego recently. Fun day that day – it was hosted at the Navy Training area in Coronado. (You know, the one you saw in Top Gun) Being there was super cool – speaking made being there fun and an honor. Thanks, Andy and Kurt.

TurboTax: TurboTax and Social Media, presented by Christine Morrison from GasPedal on Vimeo.

Harnessing the Power of Organic Emotion

Dan and Chip Heath wrote a great post today about tapping into real emotion (as opposed to creating an emotion that didn't already exist related to your product) for marketing. What's the emotion naturally associated with your product? Listen religiously to what people are saying about your brand in social media you'll instinctively know. Start with free tools: Google alerts, Twitter search, Technorati. Have the results delivered via RSS feeds to your email inbox (or where-ever you do your reading each day). 

Great listeners become great strategists because they know from a consumer standpoint 1) what's worth talking about and 2) what the emotion behind the conversation is.