twtrcon sf 10 case study: moving your social media business strategy to the next bracket

Hotel Nikko San Francisco | November 18, 2010

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Case Study: Moving Your Social Media Business Strategy to the Next Bracket

• Jennifer Love, Senior Vice President of Communications, H&R Block | @HRBlock

Hotel Nikko San Francisco | November 18, 2010

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@twtrcon#twtrcon

twtrcon.com/sf10

Hotel Nikko San Francisco | November 18, 2010

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Thank You to Our SponsorsANCHOR SPONSORS

EXHIBITOR

PLATINUM SPONSORS

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Please visit our Sponsors and Exhibitors during the breaks!

Hotel Nikko San Francisco | November 18, 2010

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Thank You to Our PartnersRESEARCH PARTNER COMMUNICATIONS

PARTNERMIX TWEET PARTNER

NON-PROFIT PARTNER

ASSOCIATION PARTNERS

MEDIA AND OUTREACH PARTNERS

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Jennifer Love, VP of Communications@JLoOnTheGo

#TWTRCON

connection + conversation + conversion

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We Evolved

#TWTRCON

connection + conversation + conversion

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Our Team’s MissionOur business and our job is

about helping people

#TWTRCON

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We Listen

2:1 2 Big Ears

#TWTRCON

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From Multi-chatter to Brand Amplification

2:1 1 Brand Voice

#TWTRCON

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We Engage 1:1

#TWTRCON

Get It Right Community

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We Engage 1:1

#TWTRCON

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.

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.

Get It Right Community

Apple’s highest rated financial app for

February 2010Apple’s highest rated financial app for

February 2010

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We Engage 1:1

Twitter

#TWTRCON

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We Engage 1:1

Twitter

#TWTRCON

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We Resolve 5,200 responses (Facebook & Twitter) 10,700 CS-inquiries resolved (Facebook, Twitter,

Community) 114,000 questions answered on Get It Right Community

#TWTRCON

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Our Response Process

David Armano, Edelman 2010. Repurposed with permission by H&R Block. #TWTRCON

http://slidesha.re/blockresponse

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ROI & Metrics Client Resolution Metrics

SavesResolved Issues (Service Level Agreement)Customer Service Survey (measured as a channel)

Cost AvoidanceCall deflection through Listening (script for Call Centers)First Contact Resolution

RevenueRetail Office: Appointments Made/onlineH&R Block At Home Digital Software: Units Sold/online

Social Media Metrics Followers, Mentions, RTs, Sentiment, Reach, LikesCommunity members

#TWTRCON

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Questions?

@JLoOnTheGo

@hrblock |@hrblockanswers |@hrblockcareers

#TWTRCON

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Appendix

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We Engage 1:Many via Expert

Content

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Center of Excellence/Threaded Model

Social Media Team

Legal HR

Product

Field

Com

IT

Marketing

R&D

CS

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