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H&R Block Social Story 2011

circa 2011, operationalizing social media at H&R Block

zenaweist
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H&R Block Social Story 2011

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  1. connection + conversation + conversion

  2. We Evolved connection + conversation + conversion

  3. Our Team’s Mission Our business and our job is about helping people 3

  4. We Listen 2:1 2 Big Ears 4

  5. From Multi-chatter to Brand Amplification 2:1 1 Brand Voice 5

  6. We Engage 1:1 Get It Right Community

  7. We Engage 1:1 Get It Right Community More than 1.5 million people visited the community between January and April 2010, viewing 13 million pages and asking over 120,000 unique tax-related February 2010 More than 1.5 million people visited the community between January and April 2010, viewing 13 million pages and asking over 120,000 unique tax-related questions. questions. Apple’s highest rated financial app for Apple’s highest rated financial app for February 2010

  8. We Engage 1:1 Twitter

  9. We Engage 1:1 Twitter

  10. We Engage 1:Many via Expert Content 10

  11. We Resolve 5,200 responses (Facebook & Twitter) 10,700 CS-inquiries resolved (Facebook, Twitter, Community) 114,000 questions answered on Get It Right Community 11

  12. http://slidesha.re/blockresponse Our Response Process David Armano, Edelman 2010. Repurposed with permission by H&R Block.

  13. Center of Excellence/Threaded Model CS HR Legal Product IT Social Media Team Field R&D Com Marketing 13

  14. ROI & Metrics Client Resolution Metrics Saves Resolved Issues (Service Level Agreement) Customer Service Survey (measured as a channel) Cost Avoidance Call deflection through Listening (script for Call Centers) First Contact Resolution Revenue Retail Office: Appointments Made/online H&R Block At Home Digital Software: Units Sold/online Social Media Metrics Followers, Mentions, RTs, Sentiment, Reach, Likes Community members

  15. Questions? @zenaweist @hrblock |@hrblockanswers |@hrblockcareers 15

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