Audrey Willis

8:15 a.m.–9:00 a.m. PT — Friday, October 24, 2025

Beyond the Comments: Turning Fan Signals into Brand Strategy

Sure, sending a free t-shirt is a nice gesture, but for "surprise & delight" to truly move the needle, it needs to be more than a random act of kindness. For the past five years at Intuit TurboTax, I've developed a strategy to build a scalable program that goes beyond vanity metrics and ladders up directly to business objectives. In this session, we'll dive deep into how we’ve created a community management program that drives brand preference and affinity. You'll learn how to craft "delight" moments that are not only cool and shareable, but also involve strategic, targeted outreach to turn consumers into brand advocates.

You'll Walk Away With:

• A framework for building a surprise & delight program that moves beyond vanity metrics to drive business goals.
• Insights on how to leverage social listening and data analytics to inform your surprise & delight strategy for maximum ROI.
• Actionable tips for creating "delight" moments that are so good, they become shareable social currency for your brand.