blogwell new york social media case study: h&r block, presented by jennifer love

1

Back To Basics - Focusing Social Site Efforts on Customer ExperienceJennifer Love, Vice President Corporate Communications

#blogwell

Second Life & YouTube

#blogwell

We Evolved

connection + conversation + conversion

#blogwell

5

Our business and our job is

about helping people

Our Team’s Mission

#blogwell

6

• 2:1• 2 Big Ears• 1 Brand Voice

#blogwell

We Listen

Office: Listen – Respond - Resolve• 1:1• CIR

#blogwell

DIY Product: Listen – Respond - Resolve

Office Referral – Client’s Facebook Page

1 Referral = 25 Tax Returns

#blogwell

Office Referral – Client’s Blog Post

All I can say is “wow.” Our tax prep professional’s name was Rachel. She was fabulous. Here’s why she rocked:•She was confident. •She quickly, but thoroughly, did our taxes. •She provided a ton of great advice. •She took some time to get to know us.

#blogwell

HRB Response Process

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

#blogwell

• 1:1 Get It Right

Community with a focus on expert-to-peer Q&A

We Engage

More than 4.6 million people have visited the community, viewing 13.1 million pages and asking over 157,000 unique tax-related questions.

More than 4.6 million people have visited the community, viewing 13.1 million pages and asking over 157,000 unique tax-related questions.

13

• 1:Many −Get It Right

Community Blog−Facebook−Twitter−YouTube

• 1:3−Content

We Engage Through Sharing

Twitter Shout-out from TIME

Social Media Team Focus1:1 Conversation with Focus on Expertise

• GIR Community (Pilot Management)• Influencer Engagement (Blogger outreach, social site conversation)

Brand Reputation Management• Monitoring Online Conversation• Crisis Management Lead for Social Media• Partnering with CSO Online Response team for online CIR• Social Media team leads online brand response• Weekly reports in season• Ad hoc reporting as deemed necessary

24/7 365 Content Strategy• Lead HRB online content strategy

− Expert tax content − Marketing messaging − Brand communications

Social Subject Matter Experts (Assist with Strategy/Tactics)• Online Communication Policy (FTC Compliant)• Marketing (National & Field)• HR, Legal, Compliance, Ethics• Product & Client Experience, Innovation

#blogwell

ROI & MetricsClient 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

#blogwell

Weekly - By The Numbers

Total Weekly H&R Block Brand Mentions: 15,822 • Same period 2010 volume: 3,993 (296% YoY increase)

• Up 11.5% from last week

Total Weekly Mentions Competing National Brands 33,174

Our Social Sites: • Facebook: 6,207 posts (69% WoW increase, down from last week's

75% increase. (2,353% YoY increase. Same period 2010 FB volume = 253 posts)  − Facebook Post Break-out: 6,207 posts = 305 positive, 231 negative, 524

support/CIR, 5,247 neutral/other. − Members: 31,000 (109% YoY increase)

• Get It Right Community: Members=216,000. Questions=28,180 YTD

• Twitter: @HRBlock Followers=6900. @HRBlockAnswers Followers=660

#blogwell

My Taxes?

Free Second Look through April 18

The Pepsi Challenge meets Home makeover: We find mistakes in 2 out of 3 returns

Do you have the right tools or expertise?

#blogwell

19

Questions?

@JLoOnTheGo@hrblock |@hrblockanswers |@hrblockcareers

#blogwell

Tax Love

20

Social Media Team

Legal HR

Product

Field

Com

IT

Marketing

R&D

CS

#blogwell

Revolving Hub & Spoke Model

21